In every business people use familiar acronyms. however, when you are talking with others outside of your industry, then these industry specific terms can sometimes be confusing. To help, we have detailed a few below. However, if you feel one is missing, please contact us and we may add it to our list:
SEO – Search Engine Optimisation – a way of optimising your website to get noticed by the search engines like Google, Yahoo and Live
SMO – Social Media Optimisation – a way of using social media such as Facebook to promote your website, products and services
SEM – Search Engine Marketing – Marketing a website on the Search Engines by using methods such as Pay Per Click (See below)
FTP – File Transfer Protocol – A system where the files that make up a website can be accessed, generally only used by webmasters
PPC – Pay Per Click – a creation of adverts on the search engines that are shown according to key words chosen and budget applied, you only pay when the advert is clicked.
CPC – Cost per Click – the cost of every click that the Pay Per Click campaign incurs
CTR – Click Through Rate – A way of measuring the success of an online advertising campaign
WWW – World Wide Web – A system of linked documents in the form of web pages, accessed by the internet
HTML – HyperText Markup Language – The most common language for web pages
HTTP – Hypertext Transfer Protocol – Used to retrieve the interlinked documents (web pages) found on the internet
HTTPS – Hypertext Transfer Protocol Secure – As above, but also includes encryption for security, usually used for internet money transactions
URL – Uniform Resource Locator – Commonly known as your website address.
XML – Extensible Markup Language – XML provides a basic syntax that can be used to share information between different kinds of computers, different applications, and different organisations

Your Online Reputation is important

Here are some tips to help you manage yours.
Identify Actions needed
The first thing to remember, regardless of the digital marketing steps you take, is to always take a professional approach. Address any legitimate complaints that are raised. If however, you find comments that are untrue and unproven, there are other actions that you can take. Email or write to the owner of the website where the comment is placed, detailing the situation and requesting that they remove or amend the comment. There are laws that govern online defamation but if you can get a comment removed, this is always the best route.
Manage Your Domains
Some disgruntled customers and even former employees have been known to purchase similar domains to your own (like the .com when you own the .eu) and post harmful information or reviews there. Other possible domains may be or These should show up when searching for your company name.
Create a Positive Reputation
Even businesses that operate purely offline could find they are the subject of poor online press. Create a simple website and become an active member of the community around it. This can help build you a reputation as being an industry expert or authority and it can ensure that any negative reviews posted in the future take a back seat to the good reviews.
Ongoing Online Reputation Management
If you can run your business without making enemies or mistakes then it is highly unlikely that you will ever be on the receiving end of bad reviews. However, mistakes and accidents happen, and situations develop from even the most unlikely things.
So if you have a problem, that means you can’t meet your expectations as promised then tell your clients, potential customers, and your employees.

The Conquest

In your own business you will find new and inventive ways of “outdoing” your competition. “Conquesting” has been around for a long time but because of the internet, it has made a comeback and it needs to be managed. It sounds good for you, but turn things around, and when you are on the receiving end, things are not so good.

The Traditional Conquest

This is where a business position their advertisement (for example) directly next to that of their competition in order to benefit from the marketing efforts of their competitors. For example in print, if your competition pays for a large advert that attracts attention, you could place your smaller, less expensive advert directly underneath, so benefitting from the immediate grab of the large advert, benefitting from this Traditional Advertising Conquest.
You will also see this on the supermarket shelves where supermarket own brands sit next to major brands.

The Web Conquest

When it comes to the web, most of us search online using the major search engines, like Google, Yahoo and Bing. It is the area that the results of Pay per Click (PPC) and Search Engine Optimisation (SEO) can easily be seen.
A web conquest technique, similar to that of traditional conquesting can be used in SEO campaigns and PPC campaigns (although Google monitor brand names and often disapprove the advert). By creating pages on a website, writing about a competitor’s brand, acquiring some good quality links, a web page could feature at the top of the results, despite not owning that brand.
And what if that company is getting negative reviews and is dominating the search engines with your branded keywords on their website?
As you can see, this is damaging, and monitoring your brand online can ensure that you are in a position to stop this happening before it gets out of hand.
Research your own brand or brands. Ensure that other sites are not brand squatting to your detriment and be prepared to do something about it if they are.
But conquesting can be considered an effective form of marketing and by benefiting from a bigger name brand, it can be cost effective. As long as companies do not post false defamatory comments regarding their competitors then it is difficult to have these reviews or web pages removed. In fact, if you try, sometimes this can backfire and create a bad review when there was not one to start with.