Too often we get wrapped in our own business of the “internet speak” and we forget that some clients may or may not know the technical and internet marketing lingo we use. Or, it is being used incorrectly.

So here is a list of terms to familarize yourself with, we hope it helps.

Above the fold: Content and/or ads that appear on a page before a viewer needs to scroll.

AIDA (attention, interest, desire, action): The direct marketing acronym for steps to purchase.

B2B (business to business): Companies and sites that market to other businesses.

B2C (business to consumer): Companies and sites that market to individual customers.

banner ad: A graphic ad that links to the advertiser’s site.

call to action: A marketing technique that asks prospects to take a specific action to move toward a sale.

cookie: Identifying code downloaded to a user’s machine to recognize repeat visitors or track online activity.

conversion rate: The percent of site visitors who take a particular action or make a purchase, often called converting browsers to buyers.

CPC (cost per click): Amount actually paid for a click-through to a site from an ad.

CPM (cost per thousand): The advertising cost to reach 1,000 viewers or listeners; allows comparison among various advertising methods.

CTR (click-through rate): The percent of people viewing an ad who click on it.

PPC (pay per click): Payment method for online ads in which advertisers pay for each click-through, rather than by number of impressions or flat rate (see CPM).

ROI (return on investment): The amount of money earned (or lost) as a percent of the amount invested, usually stated for a period of a year; can compute for a Web site, an ad campaign, or an entire business.

SEO (search engine optimization): The process of making a Web site search-engine-friendly to improve ranking in search results.

SEM (search engine marketing): The combination of SEO with paid search marketing through PPC, paid inclusion, or paid appearance.

URL (uniform resource locator): Address designating the location of information on the Web; includes a registered domain name.

Widget: Small application tool placed on a Web site to add value.