call to action  A clear and prominent indication of what you would like the website visitor to do next.  (E.g. your phone number, if you want them to call you.)

conversion  An action taken by a website visitor that accomplishes a business goal.  E.g. a purchase, download, phone call, or newsletter subscription.

content management system (CMS)  Software for dynamic websites with user accounts, easy-to-edit content, and a large variety of available features via plugins.

crawlability  How easy/friendly it is for a crawler to download and index a website.  E.g. crawlers cannot read images of text and expect that a link’s title should match the title of the page that it links to

crawler, robot, spider  Software programs that download and index websites.

directory  A website that links to other related websites, usually managed by a human editor.

Drupal  My preferred content management system for clients.

inbound links  Links pointing to a website from other sites.  In addition to direct traffic, inbound links increase a website’s search engine ranking.

information architecture (IA)  The layout, organization, labeling, navigation, and search systems that help people find and manage information online.  I consider information architecture to be a subset of usability.

landing page  The page on a website where the visitor arrive (which may or may not be the homepage).  Landing pages should correspond with a specific topic or context that both fits into the website architecture and matches the expectations of the incoming visitor (e.g. from a search engine query, an e-mail campaign, or a specific advertisement).

pay-per-click (PPC) advertising  Advertising where the business pays each time their link is clicked.  e.g. Google AdWords, Facebooks Ads

permission marketing  Engaging customers based on permissions that they have explicitly granted the business.  E.g. any communication to a customer must be A) anticipated, B) personal, and C) relevant.

search engine marketing (SEM)  Optimization of both paid (PPC) and unpaid (SEO) traffic.

search engine optimization (SEO)  Work, both directly on a website and elsewhere on the web, with the intention of getting higher organic rankings in targeted search engine queries.

usability  The removal of any obstacles (whether logical, perceptual, or emotional) that impedes a user from completing a task.  Something that is usable is A) quick to learn, B) efficient, C) memorable, D) error-proof, and E) enjoyable.

WordPress  My preferred blogging software for clients.