Glossary of Terms

ABCe:

The most reliable measure of a websites traffic figures

Ad Server:

Online campaign management system, allowing advertisementsto be served (shown) to pre-determined target groups on Internet sites.

Affiliate Programs

:

Web affiliation or web link for an individual or company to link between sites by way of banners, buttons, links or search boxes. Artwork: visual components of an advert.

Banners:

Advertisements on a web page to encourage you to click through
to the advertisers jobs or webpage. Can include text, images and are restricted to certain sizes due to download time of the webpage.

(TipTopJob Top Banner):

468*60 size at the top of every webpage.

(TipTopJob Side Button Banner):

120*40 size at the right-hand side of the homepage of each country domain and market site.

Blog:

A diary available on the web. Updating a blog is called 'blogging' and keeping a blog is a 'blogger'.

Browser:

Allows a user to find, view, hear and interact with material on the web. E.g. Internet Explorer, Netscape.

Clicks:

Way of measuring the reaction of a user to an Internet advert recording the number of clicks of the mouse.

Click through Ratio (CTR):

Number of impressions divided by the number of click-throughs. Higher the CTR, the better.

Copy:

All spoken words or written text in ad.

Cost per click:

Agreed amount paid every time the user clicks on a link or advert.

Cost per acquisition (CPA):

Cost per agreed per sale or client acquisition.

Cost per thousand (CPM):

cost per 1000 people reached when buying advertising space.

Corporate Profiles:

Detailed information about a company on a website for users to access.

Conversion Ratio:

Number of click-throughs divided by the number of sales/leads.

CV database:

Database of CV's that candidates have uploaded onto a recruitment website so recruiters can headhunt jobseekers. Recruiters can search candidates on location, industry, keywords etc and contact appropriate candidates for their vacancies.

DHTML (Dynamic HTML):

HTML documents with dynamic content. Examples of this can often be seen on the Internet in the form of advertising icons that move across a web page over existing content.

Direct Client:

Employers that advertise jobs for themselves, rather than a company recruiting for another.

Download:

Transferring data from one computer to another, e.g. pictures - the opposite of upload.

End user:

Person who uses the product.

E-CRM:

Electronic communication assisting companies with their customer relationship management and marketing over the Internet e.g. newsletters and emails to customers.

E-cruiting:

Shortened term for online recruitment.

FAQ:

'Frequently Asked Questions' of the most commonly asked questions.

File size:

Related to the size of the document in terms of kilobytes/bytes.

Flash:

Software developed to create graphics-based animation programs with interactivity, within a format small enough to stream across a normal modem connection.

FTP (File Transfer Protocol):

Common method of moving files between two sites. A way of logging into another site to retrieve or send files.

GIF (Graphic Interchange Format):

Common format for image files. GIF's of simple images are often smaller than a JPEG. An animated GIF is a series of images played in rotation making an animation effect.

Gigabyte:

Measure of computer memory - 1 gigabyte is 1000 megabytes.

Hit:

One hit is the result of a single file being requested from a website. 1 page can register several hits or page requests. E.g. for 1 browser to appear displaying 5 graphics, 6 hits would occur. Hits are not a good way to measure websites popularity.

Home page:

The front or first page on a web site that serves as a starting point for users.

Host:

A computer network that has storage for services available on other computers on the network.

Hosting:

Housing, serving and maintaining files for one or more websites.

HR-XML:

A web language, based on eXtensible Markup Language, that is being developed by the recruitment industry in the US to enable organisations to exchange human resources data across the Internet.

HTML (Hypertext Markup Language):

Used to publish text on the web.

HTML Email:

So graphics can appear and links within the email body, an email is sent in html format. Must have a program that supports HTML emails to send and receive such emails.

HTML Banner:

A banner that is formatted in HTML so the user can click on different areas of the banner.

HTTP (Hypertext Transfer Protocol):

Protocol for moving hypertext files across the Internet requiring an HTTP client program at one end and an HTTP server at the other.

Hyperlink:

Text of graphic that when clicked takes you to another website or another page in that website.

Hypertext:

And text, image or sound that can be linked to another document.

Icon:

small

Graphical representation of specific items on a webpage.

Internet:

Inter-connected networks connected by TCP/IP protocols to allow communication.

Intranet:

A private Internet inside an organisation that uses the same technology as the public Internet.

IP number (Internet Protocol Number):

This number consists of 4 parts separated by dots. Every machine on the Internet has a unique IP number.

ISDN (Integrated Services Digital Network):

A way of moving data across existing phone lines. These lines can connect to different locations, unlike DSL. ISDN lines are used to send HI RES images.

ISP (Internet Service Provider):

An organisation that provides access to the Internet in some form, such as BT or Freeserve.

Java:

Programming language by Sun Microsystems used to build large, complex systems.

Javascript:

Programming language mostly used in web pages to make the web page more interactive.

JPEG:

A format for image files. Preferred for photographic images compared to GIF.

Jobs board:

Web site that allows advertising of jobs and may provide other services to job hunters and recruiters - such as careers advice.

Jobs by email:

Job boards and some agencies allow jobseekers to set a jobs by email service so they receive an email of the registered jobs that match their saved preferences. Also known as job alerts and email alerts.

Job posting:

Term to describe registering a job onto a job board. Enter title, description, location, salary etc and the job gets added for candidates to search for.

Job posting board:

A posting service for recruiters that enables, them to register jobs onto multiple locations at one time. Makes adding jobs much quicker and simpler especially if there are a lot of jobs to be registered.

Keywords:

Words used in any kind of search in the Internet that result in matches to that word. On search engines, the results are websites containing the word and advertisers can buy keywords so their site appears on the sponsored advertising links.

LAN (Local Area Network):

Computer network in a limited area.

Login:

An individual word a user of a website has to access the site to get into their account.

Meta Tag:

Coding statement in the Hypertext Mark-up Language (HTML) to describe aspects of a site. These include titles, descriptions and keywords to help describe the website and so that search engines can crawl the site to find relevant ones to match a users search.

Microsite:

Small website that have a special focus and sometimes a section of a larger website. Alternatively, called 'minisites' or 'sitelet'.

Mobile Internet:

Used to refer to Internet Applications accessed by mobile devices. The mobile Internet is not the same as the Internet accessed via the PC. Not only are mobile Internet applications written in a different language (WML), they are also configured differently so that the content is appropriate for the medium i.e. a small screen.

Netscape:

A www browser as well as the name of a company.

Network:

Connection of 2 or more computers to share the resources. When you connect 2 or more networks you get the Internet.

NORAS:

National Online Recruitment Audience Survey is a leading piece of online recruitment research.

Online job fairs:

Attending a job fair online to attract candidates for further a field.

Opt-in:

A statement by an individual that they are willing to receive sales or marketing communications from a business.

Outdoor advertising:

Promotion and advertising of a product or service outdoors, such as, billboards, street posters.

Page Impressions:

The number of times a page/document on the site (not images, movies etc) is displayed or requested by a browser. One visitor can register hundreds of views if they stay on the site a long time. A good indication of how sticky the site is and how useful the user finds it but not that accurate about how many people have actually visited it.

Pay per click (PPC):

A click on an online advert means the advertiser gets paid a pre-specified amount.

Pay per lead (PPL):

When a user clicks on an advert and goes onto register on that site, the website advertising that site gets paid a pre-specified amount for a lead.

Pay per sale (PPS):

When a user clicks on an advert and purchases something from the merchants site, the website gets paid. Usually this is a set % amount.

Platforms:

Type of computer or operating system, which a software application runs e.g. Microsoft Windows

Pay Per Action (PPA):

Same as cost per acquisition

Pixel:

Smallest unit of a picture on a computer screen.

Pop-ups and Pop-unders:

Advertising messages that pop up in front of the page loading or remain behind the windows. Intrusive advertising and bigger than banners.

Portal:

A web site described as the starting point to other destinations or activities on the web. It will usually have a catalogue of websites, search engines etc

Reach:

Estimated number of people in the audience that are reached at least once during a specific time.

Referral incentive:

Incentive used to encourage users to refer a website to friends or acquaintance.

Reciprocal link:

Link placed to return the favour of having another website linking to yours.

Registered users:

Number of users that have registered to use the websites services, such as, email alerts.

Repeat Visitors:

Visitors that have accessed the website more than once in a specified time period.

Response:

Success of recruitment advertising measured by quality mainly of CV's as well as quantity.

Rich Media:

Communication incorporating animation, sound, vision etc using applications, such as, email, web design, banners, buttons etc

Search Engines:

Website on the Internet used to search the whole Internet for a site you are interested in, e.g. Google, Yahoo! and MSN.

Search Engine Optimisation (SEO):

The practice of designing, developing and working on websites to rank the website highly in the search engines. Many components to SEO and all the search engines must be taken into consideration.

Session:

Series of interactions between two communication end points that occur during a single connection. So when one end point requests a connection and another accepts this a session begins and ends when the connection terminates.

Site Map:

A page on a website that has a link to every page within the website to allow ease of navigation around the website.

Spam:

Inappropriate attempt to use a mailing list, such as sending emails to a large number of recipients who may not have requested to receive such communication.

Spider:

A program that crawls the Internet picking up new sites.

Splash Page:

Often the first page of a web site, used to capture the surfer's attention for a short time, as a promotion or a lead-in to the homepage. It frequently contains information on what browser or software will be needed to view the site.

Sticky content:

Information and features on a website that means that users are more likely to stay on the website. Can measure stickiness by the amount of time people spend on the site.

Syntax:

Structure, grammar and order of elements in a language statement.

Target audience:

Specified audience for which an advert has been designed.

Target market:

Group of individuals who collectively have been chosen to be recipients of an advertisement.

Top level domain:

The last right hand part of a complete Url, i.e. .co.uk. Can also be .com, .net, .gov or two letter Country domain .uk, .us etc.

Thumbnail:

Graphic or image made smaller to display multiple image on a single website.

Total visits:

Total number of browsers accessing a website in a specific time period.

Traffic:

User activity on a website.

Unique User:

Most reliable and important traffic statistic. Unique visitor is counted when someone visits a website over a period of time, usually 1 month. If that visitor returns within that month, they will not be counted. They are measured by IP addressed or through cookies on a users computer. ABCe are independent traffic auditors and measure this figure to ensure websites are not exaggerating their traffic.

Upload:

Transferring data from 1 computer to another.

User Session:

Sometime called a visit is the presence of a user with a specific IP address who has not visited the site recently 9typically, in the last 30 minutes). This is a measure of traffic for a website. So in 1 day a visitor in the morning and the afternoon will be counted twice.

Visits:

Measure of a website popularity. Each time a user visits the site it registers on visit. Can be misleading and should be used in conjunction with unique user figures as well.

Web page:

Document to designed to view a web browser, written in HTML.

Website:

Collection of web pages and other information (e.g. images) made available. All pages share the same URL within the website.

XML:

eXtensible Markup Language: a possible replacement for HTML. User-friendly language for publishing text on the Internet that uses descriptions rather than codes.

Glossary Of Terms