A01 chaf6542 06 se fm indd

 Traffic-  building  campaign 

The use of online and 

offline promotion techniques such as banner advertising, 

search engine promotion and reciprocal linking to 

increase the audience of a site (both new and existing 

customers).

Trojan 

A virus that masquerades as a bona fide 

application.

U

Unified Modelling Language (UML) 

A language  

used to specify, visualise and document the artefacts of  

an   object-  oriented  system.

Unique visitors 

Individual visitors to a site measured 

through cookies or IP addresses on an individual computer.

Upstream supply chain 

Transactions between 

an organisation and its suppliers and intermediaries, 

equivalent  to   buy-  side   e-  commerce.

URL (uniform or universal resource locator) 

 

A web address used to locate a web page on a web server.

URL strategy 

A defined approach to forming URLs 

including the use of capitalisation, hyphenation and  

 sub-  domains for different brands and different locations. 

This has implications for promoting a website offline 

through promotional or vanity URLs, search engine 

optimisation and findability. A clean URL which fits many 

of these aims is http://www.domain.com/folder-name/

document-name. Care must be taken with capitalisation 

since Linux servers parse capitals differently from  

 lower-  case  letters.

Usability 

An approach to website design intended  

to enable the completion of user tasks.

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