We know: you don't want to program for the Internet, you just want to learn
how it fits into your business. We believe you don't need a course in computers in order to decide
how the Web can work with your marketing strategy. We offer our Plain English
Internet Glossary as a public service.
For more information about our Webpage Design and Internet Consulting services, including our 100% satisfaction guarantee, see http://www.jaderiver.com/
When you buy a phone, you're still not ready to make a phone call. You need to have an "access account" with your local phone company. At the same time, having a phone number doesn't mean you can make a call, either-- you still need a phone! When it comes to the Internet, your computer plus your modem is your "phone"--your access account will come from an Internet Services Provider (ISP). Most access accounts cost about $20/month if there are no per-hour charges. Some, like America Online, have a lower monthly fee, but then tack on per-hour charges after the first few hours. All internet access accounts that we're aware of give you e-mail (a way to send messages to other people's computers). Most also give you much more. Note, however, that not all Internet Access accounts give you access to the Web, although more and more do these days, especially for the $20/month price.
What's the Web? Well, if you hear people say "the Internet with pictures" that's pretty close. Still, that's sort of like saying that television is "radio with pictures": there are more subtle differences. The Web is different from nonWeb Internet applications. However, if you're interested in marketing on the Internet, you're almost certainly interested in the Web, so when you check out Internet access, make sure it includes Web access as well.What's an Intranet? Simple: it's when a company uses Internet technology to deliver information to a closed group of its own employees--and possibly stockholders and customers. Intranets are the hot item right now because the Internet companies realize there may be a lot more money in helping a Fortune 500 company get its information to thousands of employees than there is in handling the same number of consumers using home systems. Intranets may be even simpler to run than systems that have to deal with the Open Web because the company knows exactly what kind of computers its employees have, and so doesn't have to design for as many different alternatives. Intranets may include access to the entire Internet, but many companies don't--they simply find Internet technology a highly cost-effective way of meeting their internal computer communications needs.
Jump Page is one of those terms that means different things to different people. The initial concept is simple: a page whose primary purpose is to allow you to "jump" to another location. Why is that different from any normal Webpage with hyperlinks, and why is it important to marketing managers?
Perhaps the most specific, and most significant, use of a jump page is when a visitor clicks on a link and INSTEAD of being immediately linked to that site, they are first shown a "jump page" which reminds them that they are leaving the original site. This can be important in cases where the privacy policies differ, or where the original site wishes to emphasize its independence from the material at the other site.
The State of Wyoming's legislative site uses this type of jump page, in part to insure that visitors know that searches at the other sites may not turn up relevant legisation. You can see an example at State of Wyoming Jump Page. ABC Online in Australia has a similar exit page, with a similar warning at ABC Online Jump Page
This type of Jump Page is used as a transitional exit from a site. Even if the external sites are recommended, the content is not under the original site's control.
In other cases, the term jump page is used as an alternative name for a site map, a page that provides quick access to areas of the site for those who don't need a detailed description of each area before going there. For example, the DMA (Direct Marketing Association) site map would be considered a jump page by many developers.
Finally, some developers use the term jump page to refer to a customized Error 404 (page not found) page, particularly if it includes links to the home page, site map, or other site features to help the person who has followed a link that is no longer current. Wired Magazine has a particularly nice jump page of this type at their Hotwired's Page Not Found location.
In all cases, the function of the jump page is the same; to present links to other pages in a particular context. The purpose varies somewhat. For some, a jump page is used as a transitional exit, to remind visitors that they are leaving one site for another. For others, a jump page is a convenience feature that groups multiple text links. For still others, a jump page is used as a "soft landing" for those who were looking for a page which does not exist.
Keywords are a clear demonstration of how the Web has grown ahead of its own technology. Every site designer knows what they'd like keywords to do: they'd like to be able to tell the Search Engines how to catalogue their site so that readers can find it.
For example, if your site provides consumer information about children's safety belts, you'd probably like to be listed under the following: car safety, automobile safety, infant seats, seat belts, safety equipment. Sounds simple, right?
Unfortunately, each search engine has its own method of cataloguing, and none of them are as simple as yellow pages categories. Many search engines can only handle one word keywords, so that "seatbelts" would be a valid keyword, but "safety belts" would not.
Some won't use keywords at all because of the number of site designers who've abused them, putting things like SEX or ELVIS into their keywords in order to increase the number of visitors to a site. (A bad idea, of course, since the visitors who get there tend to be annoyed when they can't find what they're looking for.)
Although the development of quality methods for accurately cataloguing sites should be a matter of cooperation between the search engines and the site designers, instead, it's become something of a guerilla war, with unscrupulous site designers trying to trick the search engines into giving them higher and higher placements in their listings, while the search engines try to eliminate these techniques. The intricacies of writing a page so that the search engines will catalogue it correctly are one of the reasons that a professional site designer generally offers more than a do-it-yourself package. Two things to remember about keywords: first, the methodologies are always changing. We like this site for information: Web masters guide to search engines--if your designer isn't aware of it, make sure they check it out.
Second, do not use "keyword loading." This is the practice of using the same words many times in hidden letters on a page in order to fool the search engine, or using invalid categories like "Elvis" just to attract visitors.
The reasons are simple: a) you will alienate your visitors, who won't find what they're looking for; and b) you will alienate the search engines, who may end up dropping your listing altogether. In fact several search engines now automatically penalize you for repetitive keyword entry by dropping your listing to the back of the pack.
There are legitimate ways to move your site up in the listings--your site designer should be able to use the ones appropriate at the time that your site is developed, and keep up with changes.
A note about Meta tags. Although Meta tags have many purposes in a Webpage, some search engines use these to store keywords. So you will hear some people talk about Meta tags as synonymous with keywords. While technically there's quite a bit more to them, from the marketing manager's point of view, keywords are an important feature of Meta tags. While you shouldn't have to worry about the technical details--that's up to your site designer--we believe that the marketing manager should always be involved in selecting the keywords to use for a Website.
Choose your own keywords! Don't leave it up to your site designer to know how your customers will be looking for you. Think of your keywords as being similar to yellow pages categories. You know your industry; you know your customers. Make sure you bring this up early in the design process: use of the keywords in the copy for a page increase the number of people who will find your site later.
A Link is normally a hypertext entry which lets the reader jump to a new location. In current Web use, it specifically means a Web address, or URL, which, when clicked on, transfers the reader to that location. This has its good and bad points. The good point is that by linking to interesting and relevant sites, you can provider your readers with much more information than you could write on your own. You can show information from independent analysts and industry authorities.
The disadvantage, which many site designers are insensitive to, is that links encourage people to leave your site--and they may not come back.
So when you design a site, you want to think very carefully about where you will provide "external links" that is, links that encourage the reader to leave your site. Links are information. Readers like them. Site designers love them, because they add so much content for so little work. But as a marketing manager, you have to keep a firm grip on how many and where the links are.
Reciprocal links are links between two sites--sort of "I'll tell my readers about you if you'll tell your readers about me." These may be a courtesy, or they may be contractually required. For example, some Web Awards require that if you display the award, you always display a link back to the awardgiver's site.
