Traffic Twaddle – Your friendly guide to website jargon – part four

This is the final part in our series to help you demystify website designer speak.  Here at Purple Dog we like to talk to our customers in easy to understand the language but you might find this guide useful when shopping around for website design.

Taking care of the traffic twaddle - your friendly guide to website jargon


Similar to a real−world sense of traffic on a road or freeway, traffic in a web−sense is a measurement of the amount of users that visit a Web site.


Are the individual requests a server answers in order to render a single Web page completely. The page document itself and the various images on the page represent a separate hit.


The number (order of ranking; ie 1 being the highest) that a web site is listed for a specific search term in a specific search engine. Search Engines utilize a ranking algorithm (mathematical formulas, variables, and set of weights) to determine a site's ranking for a particular keyword or keyword phrase.

sitemapSite Map

Web page containing links to each page on a site. A site map’s major search engine benefit in helping it get quickly located a site’s content and properly indexed.


Search Engine Optimisation is the act of altering a website so that it rises higher in the organic,  listings of search engines. SEO strategies and tactics are what ultimately garner “free” traffic or drive users to a website, rather than paying for listings via paid listings on Google, Yahoo, etc.


Paid Listings (a.k.a. “PPC”)

Listings that search engines sell to advertisers, usually through paid placement or sponsored listings on Google, Yahoo!, MSN, etc. and are commonly known as PPC (pay-per-click) programs. In contrast, organic listings are not sold.

Conversion Rate

The percentage of visitors who deliver the desired response, such as: making a purchase, clicking an ad, subscribing to a content feed, etc.

social mediaSocial Media

Web sites that are driven by interactive, user generated content. Examples include: Twitter, Facebook, and Google Plus.







Are there any terms we've missed in our series that you'd like us to explain for you?  If so enter them below in the comments and we'll respond:

Scroll to Top