Digital Dictionary S-Z

Welcome to the Digital Dictionary - A glossary of digital terms for navigating Planet Internet … and as featured in both Digital Dollar books and Digital Dollars and Sense eMagazine.

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ScoopIt - a platform that helps you to curate the articles from all the online resources and categorize them according to the niches they deal in. The platform is said to assist with content creation, the ability to curate the best materials, and the ability to enhance industry reputation.

Search Advertising Strategies - Search Advertising Strategies focus on how to market and advertise products or services, through commercial search engine services, to consumers and businesses that use these services as a source of research and information.

Search Engine Marketing (SEM) - Search Engine Marketing (SEM) is a form of paid internet advertising that places paid ads within organic search return pages and websites that are part of a paid advertising network. SEM advertising is also referred to as cost per click (CPC) advertising given the fact that the advertiser only pays when someone clicks on an ad. SEM ads can be created in text or graphic form and their form is determined by the network they are trafficked across. Google, Bing, Baidu, Moblicity and Yahoo, the worlds most popular search engines, provide a number of implementation and reporting tools to manager paid SEM ads. These tools allow the advertiser to create ads, pay for ads, monitor ad results etc.

Search Engine Marketing Planning (SEM Planning) - There are many factors to consider when planning and designing an SEM program. They include budgeting (visit our calculator), the type of ad to display, the text or copy for the ad, configuring the SEM tools, selecting appropriate keywords, ensuring that website landing page content corresponds to the ad subject matter to receive a high page rank and therefore priority in the SEM ad queue. SEM Planning is the discipline that comprises these factors.

Search Engine Marketing Trafficking (SEM Trafficking and Optimization) - Once SEM Ad campaigns are executed (live on line) they must be optimized for cost efficiency and click performance (SEM Trafficking and Optimization). Optimization includes reviewing website analytics and SEM supplier performance in relation to the metrics set by the company paying for SEM advertising. SEM performance measurements can include goals as basic as delivery of qualified viewers to a website to as sophisticated as measuring completed sales. The industry standard rate usually charged for SEM planning, optimization and trafficking is 5% of the total value of the advertising budget plus a fee for creation of the advertising strategy.

Search Engine Marketing Data Ownership - In order to protect advertisers, SEM providers have instituted rules and guidelines on who owns the data and work generated between advertisers and the companies providing the SEM services. In the majority of cases, the company who pays for the adversing owns all analytics and account information.

SEM Rush - Paid search insights that help customers identify the phrases that a site ranks for and identify keywords for copy on your site.

Search Engine Results Pages (SERPs) - for any chosen keyword. The lower the rank the better. Usually the first three results at the top of SERPs are paid search engine ads. Those are followed by the list of organic search results, ranked in order. 

Sender Score - The Sender Score algorithm rates the reputation of every outgoing mail server IP address on a scale from 0-100. Gathering data from over 60 million mailboxes at big ISPs like BellSouth and Comcast, Return Path records if people frequently unsubscribe or report spam from certain email senders, and then assigns you a Sender Score based on that monitoring. Your Sender Score will continue to change depending on your email sending habits and the responses of your recipients.

Self Destructing Apps- Programs that set a time limit for how long recipients can view a picture, image or video and/or post on a shared network.

SEO - optimizing Internet product and services listing to appear at the top of organic search results pages is a critical component of any Internet strategy and initiative. The term most commonly used term for organic search optimization is search engine optimization (SEO).

Share of Wallet - The portion of consumer or business spend in relation to a category, product, service or subject matter.

Schema Markup - Schema markup is code (semantic vocabulary) that you place on your website to help the search engines return more informative results for potential visitors.

Skeuomorphism - The term social configuration refers to the total amalgam of one or more social network presences representing an organization or individual on the Internet. For example: ABC Company has a Facebook presence, Twitter Feed and Linked Profile. Their social configuration consists of these three services

Social Configuration - The term social configuration refers to the total amalgam of one or more social network presences representing an organization or individual on the Internet. For example: ABC Company has a Facebook presence, Twitter Feed and Linked Profile. Their social configuration consists of these three services.

Social Media Connections - The number of Linked In Connections, Facebook fans, Twitter followers or blog subscribers an individual or organization has amassed. Connections do not necessarily participate in the social media community.

Social Couponing – or Daily Deals - Daily deals feature discounted gift certificates usable at local or national companies. These daily deals are often delivered to subscribers through their method of choice (often email or social media). In some cases, if the deal is popular with the community, the deal is made available beyond the community for longer.

Social Impressions - Social impressions measure the number of times social media content was viewed.

Social CRM projects - Sales and customer service activities undertaken by an organization or individual using social media technologies.

Social Graph - in the Internet context is a sociogram, a graph that depicts personal relations of internet users. It has been referred to as "the global mapping of everybody and how they're related" 

Social Hub/Index Web Page - Social Hub websites and Index Web Pages act as a greeter and traffic director to your third party social network services.

SocialMention - A great thing about this tool is the fact that it can send alerts for all of your keywords and analyze when your brand is mentioned.

Social Networking Strategy - Increasingly popular, Social Network Strategies are a component of a digitalroadmap. They form a business perspective focus on how to engage consumers with organization brands on public and private social network services. Such engagement is relevant to business and internet marketing since digital brand experiences are proven to create customers, create brand awareness, and create customer 'conversions'.

Social Network Services - A social network service focuses on the building and reflecting of social connections or social relations among people, e.g., those who share interests and/or activities. A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web-based and provide a way for users to interact over the internet, such as email and IM. Popular consumer focused social networking services are those which contain category places (such as former school-year or classmates), with the means to connect with friends (usually with self-description pages) and a recommendation system linked to trust.

Social Media Monitoring - Social Media Monitoring is the act of monitoring comments, activity and influencers in social media that are created by an organization’s day-to-day activity and output of advertising and marketing activity.

Social Media Content Optimization - Ensuring all the content you have, have created or have curated is available across the best media and easy to access by your target audience.

Social Media Engaged Audience - The number of Linked-In Connections, Facebook fans, Twitter followers or blog subscribers an individual or organization has amassed who participate within the community they are connected to through posts, comments, sharing or other social media tools made available by the channel owner.

Social Search - is a type of web search that takes into account varying sources of metadata, such as collaborative discovery of web pages, tags, social ranking, commenting on bookmarks, news, images, videos, knowledge sharing, podcasts and other web pages.

SoLoMo - Short for "social/local/mobile," this contraction has become a popular term recognizing the importance of social media, local search and mobile devices together for a company's customer reach.

Sprout Social - Sprout's collaborative environment allows you to streamline social media management through publishing, engaging and analytics. Tools in this category truly do ensure smarter, faster and more efficient social communications.

Static Content - Static content is content that does not change.

Storify - lets members stories by collecting updates from social networks. Visitors can also discover social media content from storytellers online, including journalists, bloggers, editors.

Strategy - In its essence a strategy is a plan on what to do.

Sub Domain Name - An sub domain name is used to direct a website visitor to a specific location on a website. Subdomains for promotional campaigns, for example, can contain a name before the domain or a folder location after the domain name (example: or


Tag - It's a phrase or keyword that is added as an association with a blog, website or social network. Much like keywords, these words and phrases represent what the user is discussing online, and associate the discussion/text with relevant words to aid SEO.

Tagboard - A hashtag-based search engine that lets you see mentions and related content across most social platforms. If you have a custom hashtag, register it on Tagboard and include a description to make it clear that you’ve claimed it. When anyone uses Tagboard to search your hashtag, your description and image will pop up.

Tag Cloud - A visual display of the word content on a website, specifically of user-generated tags attached to online content, using color and font size to represent the prominence or frequency of the words or tags depicted. 

Technical performance tools – This term is used to reference tools that allow you to measure and adjust items related to the performance of your Internet product (often a website). These tools are necessary equipment for individuals or companies providing technical advice about systems, link and technical performance of products such as websites and website databases. Technical performance tools can be used to improve your site's SEO, submit your sites and XML-based sitemaps, and get data on which pages of a site have been indexed, as well as to profile backlinks, inbound links and keyword performance.

Technorati - Technorati will track your blog posts to see who is linking back to that post, which gives you a good indication about how successful that post was with your readers. You can also subscribe to alerts for this information.

Tracking Cookies - Some of the advertisers and Web analytics firms used on Internet products and services may place “tracking cookies” on your computer. Tracking cookies are small text files that can tell companies what you are doing online in an effort to often match ads to interests. Cookies usually do not record names or personably identifiable information. You may find out if an Internet product or service is using cookies through their privacy policies and terms of service.

Trackur - This tool will show you what people are seeing when they search for you in Google or any social network. It also lets you know if the people talking about you are influential in the industry or not.

TTL - time to live (DNS - domains) TTL changes allow for the control of caching time on authoritative name servers, They are used to balance loads on name servers and can be useful when changing critical services such as the address of a web server (setting TTL to a lower value would result in domain record being cached for less time). TTLs are measured in seconds. For example: 86400 seconds is equivalent to 24 hrs.

Thought Leadership - Thought Leadership simplified suggests the creation of innovative ideas by an individual or organization that ultimately sets you apart from the crowd. The term thought leadership has been around for a long time, and continues to grow in popularity. It was originally coined in 1994 by Joel Kurtzman, editor-in-chief of the Booz, Allen and Hamilton magazine for Strategy and Business. Since that time, the term has spread from business to other disciplines and has come to mean someone who enlivens old processes with new workable ideas. As a result, there are thought leaders in the sciences, humanities, and in government. This term can also be applied to an organization or company.

Topsy - is an app that helps to locate the influencers with the use of proper keywords, company name, person, as well as the category.

Top of the Funnel (TOFU) - The very top of the Digital Marketing funnel used to attract a large audience. At this stage your goal should be to educate your audience on a specific question, need or pain point that they're looking to address, but without a sales tie-in. TOFU content should lead to the opportunity of creating a relationship in the MOFU part of the funnel.

Travel Path - A measurement of the sequence of pages a visitor views when interacting with an online product. Known also as the "visitor flow". Often depicted througg visitor flow diagram.

Tumblr - A blogging website and social networking platform that enables members to share content and connect with others based on their blog entries. Users are able to 'follow' other users' blogs

Twebinar - A live podcast/audio broadcast whereTwitter acts as the backchannel for discussion

Tweets - Short updates or statuses posted on Twitter, limited to 140 characters. 

TweetAdder- Building a twitter following is tough, and then once you build that following, you really need to be posting regularly in order to really remain relevant. TweetAdder allows you to completely automate your tweeting. You simply upload a list of tweets you want to send out and then you tell TweetAdder the intervals of time between tweets and you’re done. For lead generation, you can also search for your relevant audience using certain keywords, start following them ... and expect a number of those people to begin engaging with you.

Twitter Moments- Moments are curated stories showcasing your very best of “what's happening” on your Twitter channel and related Twitter channels.


Unsubscribe - the act of cancelling a subscription, for example to an emailing service.

Upstream Sources - The websites which users visited immediately preceding their current website visit.

User experience - User experience (UE), is a term used to describe the over-arching experience a person has as a result of their interactions with a particular product or service, its delivery, its related content, and related messages.

Usability Hub - Find out how people will react to your website before you launch: Are your landing pages easy to understand? Where do your visitors click? Is your website easy to navigate? Upload an image and choose the type of test you'd like to run.

UTF-8 Code - UTF-8 is is a variable-width encoding that can represent every character in the Unicode character set. Examples of where they may be found include the subject line of emails but caution is recommend on how and where they are used. Click here for a list of UTF-8 symbols .


Video Production - Professional video production, or videography, is the art and service of video taping, editing, and distributing a finished video product.

Virally - This service allows you to restrict access to content until a visitor connects to their social network of choice. When a visitor wants to access a special piece of content on your website, you may request an email address before you give them access; for example, before allowing them to download an eBook. With Virally, you set up a page that asks the visitor to click on a button to connect to LinkedIn, Facebook or Twitter. When they do this, they get access to the content and you are provided with information about the visitor.

Visibility on the Internet - The ability to be found on the Internet and World Wide Web through websites, mobile and social media offerings including search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion.

Visitor Abandon Rate - Refers to the number of unique visitors who exit a website page without visiting a subsequent page on the same website page.

Visual Website Optimizer-VWO is an A/B-test (split-test) tool that helps marketers with limited technical knowledge to tweak, optimize, and personalize websites using a point-and-click editor. Test multiple versions of a website or landing pages.

Vine - Vine is a mobile app owned by Twitter that enables its users to create and post short video clips. The service was introduced with a maximum clip length of six seconds and can be shared or embedded on social networking services such as Twitter (which acquired the app in October 2012) and Facebook.


Web Applications, Websites - Websites are a collection of related web pages, images, videos, or other digital assets that are addressed relative to a common URL (Uniform Resource Locator). Websites can be accessed from any web browser or mobile phone that have web browser capabilities. Websites have become increasingly complex through the use of content management systems, software applications to display information (flash, etc.), and their integration with social networks and information technology platforms (databases). The ability to update and maintain websites (web applications) without distributing and installing software on potentially thousands of client computers is a key reason for their popularity, as is the inherent support for cross-platform compatibility.

Web Cache - A web cache is a mechanism for the temporary storage (caching) of web documents, such as HTML pages and images, to reduce bandwidth usage, server load, and perceived lag. (Web Cache, Wikipedia 2011)

Web Index Page (jump page) - A simple but elegant web page that acts as a “hub” or traffic directory to other pages such as a blog on a third-party service or social media pages of services such as Facebook, LinkedIn, and Twitter. This page, which I refer to as a Web Index or Jump page is an opportunity to promote your business, brand and messages versus a page of simple links.

WHOIS - WHOIS is a query and response protocol that is widely used for querying databases that store the registered users or assignees of an Internet resource, such as a domain name, an IP address block, or an autonomous system.

Whos Talking - This tool works very similar to SocialMention because it can alert you when your keywords and your brand are mentioned. You can see mentions on almost all social media accounts as well as videos and images; however you can only look at one "type" of mention at a time.

Widget - A widget is a mini application that performs a specific function and connects to the Internet.



Yottabyte - or YB is the newest unit of digital data storage being talked about today. A yottabyte is 1008 (septillions). Today It would take an estimated ten billion city block-sized data centres, the size of Delaware and Rhode Island, to store a Yottabyte


Zapier - Zapier allows you to ‘Zap’ new posts from one online tool to another – and works with almost every online platform out there. For example, if you post a new video on your YouTube channel, it will send out a Facebook message. So you can automate events to take place on one platform when another specified event happens on another platform. This is a tremendous time saver and useful if you customize the messaging for each of your online channels.

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