Do You Have A Physical Therapy Blog Or Website? Here Are Some Internet Marketing Terms You Should Know

Physical Therapy Website TermsI have noticed that some Physical Therapists (PTs) may not be familiar with all the lingo and terminology regarding websites, blogs, and marketing online. If you own a physical therapy website or physical therapy blog, then you must be familiar with some basic internet marketing terminology.

Think back to when you first started PT school. What was the first course you had to learn before taking on all those other subjects that kept you in the library for hours? Of course, it was medical terminology. This is very similar. To understand the workings of the internet, websites, blogs, or marketing, you should have a general knowledge of these basic terms.

I have compiled a list of basic terms and definitions  to explain commonly used lingo in the internet marketing space. I will continue to add to this list as I find more words that you should know, especially those that are being used regularly when talking about marketing online.

Above-the-fold: This is the top part of a web page that is visible to you without scrolling. If you have a newsletter sign up form or any call to action that you want your website visitors to take action on, you should place it “above the fold”. It makes it easy for visitors to sign up for your newsletters or take a specific action to your requests.

Adwords (Google): Google’s Pay per Click (PPC) advertising program.

Anchor Text: Words used to link to a page, known as ‘anchor text’, are an important signal to search engines to determine a page’s relevance.

Blog: Acronym for ‘web log’, a blog is basically a journal that is available on the web. The act of updating a blog is referred to as ‘blogging’, and those who keep blogs are known as ‘bloggers’. The most common blog platforms used are WordPress and Blogger.

Backlinks: All the links pointing at a particular webpage. Also called inbound links.

CPC or “Cost per Click”: Some search engines charge advertisers a fee for every click sent to their website. The “CPC” is the total cost for each click received.

Conversion Rate:  This is the number or percentage of visitors who respond to your call-to-action in an email campaign, online promotion, or online ad. This measures the success or effectiveness of your online email or ad campaigns. Conversions can be measured by the number of phone calls, appointments, or sales you received from your marketing efforts.

Crawler: Automated programs in search engines that gather website listings by automatically crawling the web. A search engine’s crawler (also called a spider or robot) “reads” a page’s textual contents and webpage coding, and follows links to other hyperlinked pages on the webpages it crawls. A crawler makes copies of the webpages found and stores these in the search engine’s index, or database.

Also known as a bot or a spider, a crawler is a program that search engines use to seek out information on the web. The act of “crawling” on a website refers to the crawler searching through documents contained within the website.

CTR ( or Click-through rate ):  This is based on a percentage of visitors that click on a given URL in your email or online advertising. It is calculated by the number of unique clicks divided by the number that were opened in an email or clicked on an ad and landed on a page.

Domain Name: The unique name that identifies an internet site.

Forum: Online community in which visitors may read and post topics of common interest.

HTML: HyperText Markup Language is a means of formatting text (and information about that text) to display as webpages with hypertext (links) and other information in a web browser.

Keyword: A single word that relates to a specific subject or topic and that people commonly use as a search term in search engines. For example, “glossary” would be a keyword for this document.

Keyword Phrase: Two or more keywords relating to a specific topic. For example, “Mind-numbingly boring glossary”[LAR2]  would be a keyword phrase to describe this document.

Organic Search Listings: Listings that search engines do not sell (unlike paid listings). Instead, sites appear solely because a search engine has deemed it editorially important for them to be included, regardless of payment. Paid Inclusion Content is also often considered “organic” even though it is paid for. This is because paid inclusion content usually appears intermixed with unpaid organic results.

PPC: (Pay per Click) a model of online advertising in which advertisers pay only for each click they receive on their ads that directs searchers to a specified landing page on the advertiser’s website.

PageRank (PR): PR is the Google technology developed at Stanford University for placing importance on pages and websites. At one point, PageRank (PR) was a major factor in rankings. Today it is one of hundreds of factors in the algorithm that determines a page’s rankings.

Pageview: Any page on your website or blog that has been loaded completely. For example, if I visit your blog and look at 5 pages, that will count as 1 visit and 5 pageviews ( see the definition for a visit below ).

ROI: Acronym for Return on Investment, which is the amount of money you make on your ads minus the amount of money you spend on your ads.

RSS (Really Simply Syndication, Rich Site Summary, RDF Site Summary): A family of web feed formats used for distributing frequently updated digital content such as blogs, news, podcasts, and videos.

SEO: Acronym for “Search Engine Optimization.” This is the process of editing a website’s content and code to improve visibility within one or more search engines. When this term is used to describe an individual, it stands for “Search Engine Optimizer,” or one who performs SEO.

SERP: Acronym for Search Engine Results Page, which is the page delivered to a searcher that displays the results of a search query entered into the search field. SERP displays both paid ad (sponsored) and organic listings in varying positions or ranks.

Search Engines: A search engine is a database of many webpages. Most engines display the number of webpages they hold in their database at any given time. A search engine generally “ranks” or orders the results according to a set of parameters.

Social Networking / Marketing: Meeting and building relationships with people using one or more of a broad range of sites such as YouTube, Facebook, Twitter, and LinkedIn.

Static Web Site: This is a web site that is not dynamic or is connected to a database. The use of “Static” usually means that the page does not change.

Title Tag: An HTML tag that appears in the <head> tag of a webpage and contains the page title. The page title should be determined by the relevant contents of that specific webpage. The contents of a title tag for a webpage are generally displayed in a search engine result as a bold, blue underlined hyperlink.

Traffic: Refers to the number of visitors a website receives.

Visit: Is a unique person that visits your website or blog regardless of the total amount of pages he/she views.

XML: Stands for “Extensible Markup Language,” a data delivery language.


Sources: Wikipedia, WebTrends

You can bookmark this post if you need to refer back to it. I will be updating it frequently with terms and definitions I feel you should know and understand if you have a physical therapy website or blog.