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Glossary Terms Archive | WordPress, WooCommerce & WPML Development

.htaccess file: A file with one or more configuration directives placed in a web site document directory. The directives apply to that directory and all subdirectories.

A/B testing: Also known as split testing. Companies make two versions of the same newsletter or web page with slight differences and then test which of the two versions elicit a better response in the marketplace. A/B testing, at its simplest, is randomly showing a visitor one version of a page – (A) version or (B) version – and tracking the changes in behavior based on which version they saw. (A) version is normally your existing design (“control” in statistics lingo); and (B) version is the “challenger” with one copy or design element changed. In a “50/50 A/B split test,” you’re flipping a coin to decide which version of a page to show. A classic example would be comparing conversions resulting from serving either version (A) or (B), where the versions display different headlines. A/B tests are commonly applied to clicked-on ad copy and landing page copy or designs to determine which version drives the more desired result. See also Multivariate Testing.

ALT Text: Also known as alternative text or alt attribute. An [glossary]HTML[/glossary] tag (ALT tag) used to provide images with a text description in the event images are turned off in a web browser. The images text description is usually visible while “hovering” over the image. This tag is also important for the web access of the visually impaired.

API (Application Programming Interface): This is a program that advertisers create to manage their SEM campaigns, bypassing the search engines’ interfaces.

B2B: Business to business. The practice of one business advertising its services to another business, i.e. where the target market of one business is another.

Black-hat SEO: An approach to SEO that pushes the boundaries of ethical practice. Potentially contravenes the search engine’s terms of service. High risk, high-reward approach. May gain more visitors if techniques are more effective than those of companies following an ethical, white-hat SEO approach. However, may be subject to algorithm changes