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We smash the smoke and mirrors of digital marketing for the engineering, manufacturing and technology industry. Making ‘nerd’ speak understandable.

Too many acronyms make reading and understanding hard work. From SERP’s to LSI – what does it mean? We aim to break it down and add some advice for engineers or technologists.

If you have an acronym or term you aren’t sure about then ‘ping’ me a message & I’ll break it down for you and even better, how it might relate to your business.


Alt attributes are generally used for text tagging of website resources such as images when the image cannot be seen. This could be (God forbid!) if the server is down where images are stored, a website might show but without the images. Alt tags are also used for visually impaired viewers who might be reading a screen. It’s not always necessary to tag images but it is good practice to do so in HTML. If not, then it is usually regarded as a stylistic element (and should theoretically be coded in CSS). The audience for alt text are screen readers, such as BRAILLE and ORCA; by readers that do not support images (LYNX) and by Search engine bots. Adding Alt attributes is generally seen as good practice for a responsive website. More updated information can be found at Wikipedia


Adwords by Google is where an entity (individual or business) can pay for the use of selected search terms to promote their website. Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Partner websites receive a portion of the generated income, which leads to the Adsense term. We recommend using Adwords when your website or company is new and is unlikely to be found immediately by the web crawlers.


Google place ads on relevant websites for their Adwords subscribers. Google’s technology (aka Algorithms) choose relevant website data which website owners who install Adsense can earn an income based on Clicks or impressions per page.



Microsoft Azure is a cloud computing platform, which (for the purposes of this FAQ) is used to host Infrastructure as a Service (IAAS), Platform as a Service (PAAS) environments as well as high density hosting of websites for programming in ASP.NET, PHP, Node.js and PYTHON languages for large-scale web development (typically B2C).


Anchor Text 

The text that appears highlighted in a hypertext link and that can be clicked to open the target web page. However, in terms of SEO, it is important your site utilises anchor text for backlinking of branding, search terms and for latent semantic Indexing (LSI) and images. This Moz article is both an illustration of an anchor text and a detailed explanation.


A backlink is an incoming referral from another site to the referred. It is used in SEO as it highlights to algorithms that citations and references are being used within a site and therefore improves its credibility, much the same way academic citations improve the importance (and therefore improving the SEO weighting of a page) of a paper.


In search engine optimization (SEO) terminology, black hat SEO refers to the use of aggressive strategies, techniques and tactics that focus only on search engines and not a human audience, and usually, do not obey search engine guidelines. Some examples might be adding search terms in the HTML header tag or inserting same colour text on the same colour background (a specific practice known as keyword stuffing). It is a risky practice as when found out the search engines such as Google can penalise your site which means it is negatively impacted by being found organically.


Canonical tag

A canonical tag or URL is a way of telling search engines a site is the master of any duplicates which exist. The problem occurs when you have similar scripted sites such as and which search engines treat as independent sites although they are the same. The answer is to use the rel=canonical tag which is explained in more detail by this Yoast article



Click-bait headlines or articles are generally used to attract the attention of someone’s curious nature to click through to an article. It is generally derided due to its often sensationalist, scandal-mongering and exaggerated nature. Social media sites such as Facebook have been clamping down on click-bait articles.



A Content Management System is a system which can be used to overcome the knowledge gap between true coding in languages such as HTML, CSS and Javascript and a system for developing web content easily. An example of a CMS is the popular WordPress system which has grown such that more than 30% of websites are developed using this.



Cascading Style Sheets is a stylesheet language used to describe the presentation of a document written in HTML or XML. CSS describes how elements should be rendered on screen, on paper, in speech, or on other media. This includes the font, title and paragraph size and spacing, how many blocks on a page. CSS is so ubiquitous across the web development arena that many sites use the standard Bootstrap library to speed up the development process. This has advantages (such as speed) versus a lack of uniqueness as many websites now look the same. To learn more about CSS click here


Domain Server

The Domain Server or Domain Name Server (DNS) is the internet’s phone book which translates all the website names into specific numbers or Internet Protocol (IP) addresses which computers read. For example, the address for this site is The reason website names exist is their ease of remembering, unlike 10 digit numbers.

Information from all the domain name servers across the Internet are gathered together and housed at the Central Registry. Host companies and Internet Service Providers interact with the Central Registry on a regular schedule to get updated DNS information.

Domain Name

Your Domain Name is the name of the website and associated email address. For example, the domain name for this website is quite simply,

Domain Authority

Domain Authority or DA for short is a search engine ranking tool developed by Moz. Each website is scored from 0 to 100, the greater the number the higher the ranking and likelihood for being found in the top spots for organic search. You can find more at the website on how DA is calculated.

Duplicate Content 

When you have duplicate content across different locations, the search engines don’t know what to show in their results. Quite often these duplicate content pages are caused by content management systems (such as WordPress) creating automatic URL pages different to your own created version. This is quite a big problem and worth looking into. This article explains more.



The Do-Follow meta-tag and its opposite, No-Follow are rules set to instruct search engines to link to your site. As a webmaster, you set your page to No-Follow if you do not want Google (and other search engines) algorithms, such as PageRank will not associate any authority to the page and subsequently pushing it down the rankings. Most pages are set automatically to a default DoFollow so unless you don’t want the information followed there isn’t anything to change. See also NoFollow



Deep linking is when you have an anchor link which directs to a specific section within a page. This is especially useful if you have long single pages to link to specific sections. This could be a payment section at the bottom of the page or specific elements of an FAQ, such as this page.



Dreamweaver software is what’s known as an Integrated Development Environment (IDE) for assisting programmers with code checking, syntax highlighting and other useful elements, such as W3C compliance for developers programming in HTML, CSS, Javascript, ASP and PHP amongst others. It is now sold by Adobe under subscription as part of the Creative Cloud (CC) package.


Google Updates

Google is the major Search Engine used today, so most SEO is aimed primarily at enhancing organic search results for pages found by Google. There are approximately 3-500 algorithm updates per year with the major ones given names such as Panda, Penguin and Hummingbird.

The aim of a search engine is to assist humans to find results against searches using ever more sophisticated tools and in turn granular results, such as rich snippets, knowledge graphs and universal results. This is also against the backdrop of webmasters finding back-doors or ‘Black-hat’ practices to promote their pages. Getting to the first page of a SERP can be very lucrative as it attracts predominantly more traffic and, dependent on the website design, in turn resulting in more conversions and leads. Google have to monitor and address these changes in order to retain their leadership.




Search Engine Marketing is a form of digital marketing, usually paid search, which is used to promote specific websites on the Search Engine Results Pages (SERP) by increasing their visibility. SEM can use Search Engine Optimisation as a means to enhance the results by writing content which is attractive to users and modifying the site architecture for a better user experience (UX).

SEM is ideal for new content or new websites as traditional organic SEO can take time for the Spiders to categorise a site before it appears on the top of search results. In the engineering, manufacturing and technology sector SEM can be cost-effective for many niche sectors as the take-up in these industries has been slow.  SEM utilises the Pay-Per-Click method of advertising.

If you are thinking about employing a consultant for SEM then read this link from Moz for tips on what to look for.


Search Engine Optimisation. Often referred to as ‘organic’, ‘earned’ or ‘natural’ search results is the process of affecting the online visibility of a website in a search engine’s results.

It is the most trusted form of internet marketing but has seen some bad press in the past due to unethical doctoring of website structures to force its position to the top of the results pages. Search engines such as Google (the largest) now have algorithms in place which detect and penalise these ‘black-hat’ practices in favour of relevant, useful content.

A successful Internet marketing campaign based on good SEO means the content should be of high-quality, engaging and persuasive web pages. Many companies within the engineering, manufacturing and technology have little in the form of SEO and rely on word-of-mouth to point clients to their websites. Setting up an effective, ongoing SEO program can provide dramatic returns on investment for this sectors when planned properly.

SEO can be measured effectively by setting up an analytics program to enable site owners to measure results and improving a site’s conversion rate.


search engine results page (SERP) is the page displayed by a search engine in response to a query by an individual searching for a Keyword. Earlier a SERP looked similar across and down, today you will find it comprises a number of features:

  • Rich Snippets add a visual feature to the page such as stars for the result and number of reviews.
  • Paid Results, usually the first few lines of results at the top of the page signified by the green box with letters Ad shown.
  • Universal Results, with image results and other data such as results (football or political scores) and featured snippets.
  • Knowledge Graph, data which appears within a box (weather or other data).


spider is a program that visits websites and reads their pages and other information in order to create entries for a search engine index. The major search engines on the web all have such a program, which is also known as a “crawler” or a “bot.”. See also Web Crawler and Robots.txt


We understand the technology and engineering industries, how to connect with end users, influencers and specifiers to expose your brand and ultimately increase revenue through increased lead generation.

Read on or contact us for an informal discussion on how we can assist in providing more exposure for your products and services.

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