Noordhoff Uitgevers

Digital Marketing Fundamentals - 1st edition 2018


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Google Search Insights
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A service that allows webmasters to consult statistics, on the basis of which they can optimise the visibility of their websites within the Google search engine.
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Horizontal search results
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Compiled search results in a search engine from different sources.
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Imperative tense
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Verb tense used in sentences that issue a command.
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Inside out
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Creation of web content based on what the organisation thinks the target segment would like to see.
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Interaction
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Response from a user within a website or app. Also referred to as: response.
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Internal optimisation
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Optimising the website for search engines.
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Keyword
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The words that people use in search engines.
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Lead generation
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All activities that are aimed at coming into contact with potential customers.
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Leads
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Data from potential customers.
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Lifetime value
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Net present value of the expected flow of future net costumer contributions to the company’s operating profit.
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Meta description
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A short description of the content of the page that is included in the HTML code and visible in the description of the page within search results.
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Metadata
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Data that is not visible to the visitor that describes the content of a web page. This data is, however, visible to the search engine.
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Mobile first
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A design principle that focuses on designs for mobile devices. For web texts, this means that you write your text primarily for people who are going to be reading it on a smartphone, and assume that the desktop reader will only benefit from this.
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Mobile first index
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An index used by Google that records whether websites are suitable for smartphones and which is used for determining organic rankings.
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Mobile-first design
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A design principle that focuses on designs for mobile devices.
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Mousetracking
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Research technique that records mouse movements.
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Negations
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Text in which something is said to be false or is denied.
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Neurological research
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Research into the responses of the brain and nervous system.
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Not provided
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Indication for keywords that are not visible in Google Analytics as a result of search queries that, due to privacy considerations, are protected.
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Optimisation team
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Team of employees that identifies areas for improvement based on data analysis, feedback from users and information from the helpdesk or the service department.
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Order forms
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Form used to place an order.
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Outside in
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Content that is tailored to the needs of the target segment.
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Quality of websites
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The visitor’s perceived value of a website, determined by content, design, structure and usability.
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Ratings
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Scores or reviews by users of a product or service that indicate the level of satisfaction.
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Reading texts
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Web text that is often about one specific topic and sometimes contains a lot of information and details.
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Response
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Response from a user within a website or app. Also referred to as: interaction.
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Response forms
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Form for leaving a comment or reply.
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Responsive web design
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Design in which the layout and displayed parts of a website or an email are adapted to fit the screen of the visitor.
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