full glossary
- A configuration file used on web servers running Apache software. The .htaccess file allows website administrators to make configuration changes on a per-directory basis, such as setting up redirects, controlling access to specific files, or enabling custom error pages. It’s a powerful tool for managing a website’s behaviour and security.
- A permanent redirect from one URL to another. When a user or search engine visits the original URL, they are automatically redirected to the new URL. A 301 redirect passes almost all of the SEO authority from the old page to the new one, making it the preferred method for permanent redirection.
- A temporary redirect from one URL to another. Unlike a 301 redirect, a 302 does not pass SEO authority to the new URL, as it’s intended to be a short-term solution. Search engines typically keep the original URL indexed.
- A server response that indicates the requested content has not been modified since the last time it was accessed. This response tells the browser to use its cached version of the content, improving load times and reducing server strain.
- A temporary redirect similar to a 302, but with stricter handling of HTTP methods. A 307 redirect ensures that the request method and body remain unchanged when redirected to the new URL. This type of redirect is particularly useful in applications where the HTTP method matters.
- A permanent redirect that functions similarly to a 301 redirect but maintains the request method and body during the redirection process. This is useful for scenarios where POST requests need to be preserved during a permanent redirect.
- An HTTP status code indicating that access to the requested resource is forbidden. This error occurs when the server understands the request but refuses to authorise it, often due to permissions or authentication issues.
- An HTTP status code that means the requested resource could not be found on the server. This is one of the most common errors users encounter when a webpage has been moved, deleted, or the URL is incorrect. Custom 404 pages can help guide users back to functional parts of the site.
- An HTTP status code indicating that the request method is not allowed for the requested resource. This occurs when the server is configured to accept certain methods (like GET or POST) but the client attempts to use a different one.
- An HTTP status code indicating that the requested resource has been permanently removed and is no longer available. Unlike a 404 error, which suggests the resource might reappear, a 410 explicitly states that the resource is gone for good.
- A generic HTTP status code indicating that something has gone wrong on the server, but the exact problem is not specified. This is a catch-all error that can result from a variety of server-side issues, and it often requires investigation by the server administrator.
- An HTTP status code indicating that the server does not recognise the request method or lacks the ability to fulfil it. This is typically a sign that the server does not support the functionality required to process the request.
- An HTTP status code indicating that one server on the web received an invalid response from another server it was attempting to communicate with. This often occurs when there’s a problem with the upstream server or network.
- An HTTP status code indicating that the server is temporarily unable to handle the request, usually due to maintenance or overload. The 503 status implies that the issue is temporary and that the service should be available again shortly.
- An HTTP status code indicating that the server is temporarily unable to handle the request, usually due to maintenance or overload. The 503 status implies that the issue is temporary and that the service should be available again shortly.
- An HTTP status code indicating that the server does not support the HTTP protocol version used in the request. This typically means the client is using a version of the protocol that is too old or incompatible with the server’s capabilities.
- A method used to compare two versions of a web page, email, or ad against each other to determine which one performs better. The audience is split into two groups, with each group seeing a different version. The version that achieves the desired outcome (like higher click-through rates) is considered the winner.
- A strategic marketing approach where businesses target key accounts or companies rather than targeting broad audiences. ABM involves personalised campaigns crafted for each account, aiming to address their specific needs and challenges.
- The portion of a webpage that is visible without scrolling. Content placed above the fold is considered more likely to be seen and engaged with, making it prime real estate for important messages and calls to action.
- The visual or textual content used in an advertisement. It includes images, videos, graphics, and copy designed to attract and engage the audience.
- A digital marketplace where advertisers and publishers buy and sell ad inventory in real time, usually through automated bidding.
- The process of generating revenue from ads displayed on a website, app, or other digital platforms. This can be done through various models, such as pay-per-click, impressions, or affiliate marketing.
- A service that connects advertisers with publishers who have ad space. Ad networks aggregate ad space from multiple publishers and sell it to advertisers, often using programmatic buying methods.
- A metric used to measure how closely an ad matches the intent of the audience viewing it. High ad relevance typically leads to better performance, such as higher click-through rates and lower cost-per-click.
- Technology platforms that store, deliver, and track digital ads. They help manage ad campaigns by serving ads to the right audience at the right time and measuring their performance.
- A performance-based marketing strategy where a business rewards affiliates (partners) for driving traffic, sales, or leads to their website. Affiliates use unique tracking links to measure their success.
- A structured plan set up by a company to manage and reward its affiliates. The programme provides tracking links, promotional materials, and commissions to affiliates for driving desired actions.
- A significant modification to the way an algorithm processes information. These changes can impact search rankings, ad placements, and the visibility of content on digital platforms.
- A minor update or recalibration of an existing algorithm. Unlike a major change, a refresh usually tweaks how an algorithm processes data without completely overhauling its core functions.
- A broader term that encompasses both changes and refreshes to an algorithm. Updates can have wide-reaching effects on search engine results, social media feeds, and digital advertising.
- HTML code used to provide alternative text for images on a webpage. The alt attribute is crucial for accessibility and helps search engines understand the content of an image.
- The text provided within the alt attribute of an image. Alt text is displayed when an image fails to load and is used by screen readers to describe the image to visually impaired users.
- Accelerated Mobile Pages. An open-source framework designed to create fast-loading mobile web pages. AMP optimises content for mobile devices by stripping down unnecessary code and using lightweight formats.
- The clickable text in a hyperlink, which usually appears underlined and in a different colour. Anchor text should be relevant to the linked page and is an important factor in SEO.
- A set of rules and tools that allow different software applications to communicate with each other. APIs enable integration between platforms, allowing them to share data and functionality.
- A metric used to measure the average revenue generated from each account or customer. It’s a key performance indicator in understanding the value of each customer relationship.
- A piece of content, usually in written form, that provides information, insights, or opinions on a specific topic. Articles are commonly used in content marketing to educate and engage audiences.
- The process of rewriting an article to create new versions with the same content but different wording. While often used to generate multiple pieces of content quickly, article spinning can negatively impact content quality and SEO.
- The practice of distributing content (such as articles) across multiple platforms or websites. Syndication can help increase content reach, but it needs to be managed carefully to avoid duplicate content issues.
- The simulation of human intelligence in machines that can learn, reason, and perform tasks autonomously. In digital marketing, AI is used for tasks like data analysis, personalisation, and automation.
- The proportional relationship between the width and height of an image or video. Maintaining the correct aspect ratio is important for ensuring that visuals are displayed correctly across different devices.
- The process of identifying which marketing channels or touchpoints contribute to a conversion or sale. Attribution helps marketers understand the effectiveness of different strategies and optimise their campaigns.
- Frameworks used to assign credit for conversions to different marketing touchpoints. Common models include last-click, first-click, linear, and time decay, each offering a different perspective on the customer journey.
- The group of people targeted by a marketing campaign. In digital marketing, audiences are often segmented based on demographics, interests, behaviours, and other criteria to create more personalised campaigns.
- The person who creates content, such as articles or blog posts. In digital marketing, the author’s expertise and reputation can influence the credibility and authority of the content.
- The credibility and trustworthiness of an individual author within their field. High author authority can boost the visibility and impact of their content in search engine rankings.
- A measure of the credibility and influence of a website or content. In SEO, authority is often linked to the quality and quantity of backlinks, content relevance, and user engagement.
- Content created automatically by software without human input. While it can save time, auto-generated content often lacks quality and depth, which can negatively impact SEO and user experience.
- A type of transaction or marketing where a business sells products or services to another business rather than to individual consumers. B2B marketing often involves longer sales cycles and higher-value deals compared to B2C.
- A type of transaction or marketing where a business sells products or services directly to consumers. B2C marketing typically focuses on emotional appeal, faster decision-making, and direct communication with the end user.
- Refers to the part of a website or application that handles server-side operations, databases, and business logic. Users don’t interact with the back-end directly, but it is essential for the website's functionality.
- The process of building and maintaining the server, database, and application logic behind a website or app. It ensures that everything on the front-end (what the user sees) works correctly and securely.
- A link from one website to another. Backlinks are crucial for SEO as they signal to search engines that the linked website is trustworthy and authoritative, helping to improve rankings.
- The leading search engine in China, similar to Google in other parts of the world. It plays a critical role in digital marketing strategies aimed at Chinese audiences.
- The amount of data that can be transferred between a website and its users over a given period. High bandwidth allows for faster website performance, particularly when handling large amounts of traffic or data-heavy content like videos and images.
- A form of online advertisement displayed as a horizontal or vertical banner on a webpage, usually featuring images, text, and a call-to-action. Banner ads are commonly used for brand awareness and driving traffic to a landing page.
- Large images that are displayed at the top of web pages, often serving as the main visual element on landing pages or in banner ads. They are used to capture attention and convey key messages or promotions.
- A marketing approach that targets consumers based on their behaviour, such as browsing history, purchase patterns, and engagement with previous ads. It aims to deliver highly personalised and relevant content to the user.
- The part of a webpage that is not immediately visible when the page loads and requires scrolling to view. Content placed below the fold tends to get less attention, so key information is typically placed above the fold.
- The amount an advertiser is willing to pay for a click or impression in digital advertising. In auctions, such as Google Ads, the highest bid doesn’t always win; ad quality and relevance are also factored in.
- A plan or approach that determines how much an advertiser should bid for their ads in order to achieve specific goals, such as maximising clicks, impressions, or conversions while staying within a budget.
- A search engine owned by Microsoft. While not as widely used as Google, Bing is still important for digital marketing, particularly in certain regions and industries.
- A term used in digital marketing to describe systems, especially algorithms, where the internal workings are unknown or not transparent. For example, Google’s ranking algorithm is often described as a black box because it is not fully understood by marketers.
- A set of unethical practices used to manipulate search engine rankings. Black hat tactics, such as keyword stuffing and link farming, violate search engine guidelines and can result in penalties or bans.
- A regularly updated section of a website where articles, opinions, and news are posted. Blogs are commonly used in content marketing to improve SEO, engage audiences, and establish authority on specific topics.
- An individual article or entry on a blog. Blogposts are typically used to provide valuable content, answer questions, or share news and insights in a way that engages readers.
- The final stage in the marketing funnel where potential customers are ready to make a purchase decision. BOFU content is designed to close the sale by addressing remaining objections and reinforcing the value of the product or service.
- A software application that performs automated tasks on the internet. In digital marketing, bots are often used for things like crawling websites, collecting data, or interacting with users. Some bots are malicious, such as those used in click fraud.
- The percentage of visitors who leave a website after viewing only one page. A high bounce rate may indicate that users are not finding what they’re looking for or that the website has poor usability or content relevance.
- The collection of visual and verbal elements that represent a brand, including its logo, typography, colours, messaging, and overall personality. A strong brand identity helps customers recognise and connect with a brand.
- Search terms that include a specific brand name or product. Branded keywords are valuable in paid and organic search because users searching for these terms are often close to making a purchase decision.
- The process of creating a unique identity for a product or company through visual elements, messaging, and customer experience. Effective branding helps differentiate a company from competitors and builds long-term customer loyalty.
- A set of rules and standards that dictate how a brand should be represented in different contexts. These guidelines cover visual elements (like logos, colours, and fonts), tone of voice, and how to use branded assets.
- The visual symbol or logo that represents a brand. The brandmark is a key part of brand identity and is often designed to be easily recognisable and memorable.
- A navigational aid that helps users understand where they are within a website’s hierarchy. Breadcrumbs display a trail of links leading from the homepage to the current page, improving usability and SEO.
- A webpage created specifically to funnel traffic to another destination, often used in black hat SEO practices. Bridge pages typically offer little value to the user and are designed to manipulate search rankings.
- A hyperlink that no longer works because the destination page has been moved or deleted. Broken links can negatively affect user experience and SEO, as search engines may penalise sites with too many of them.
- A semi-fictional representation of a business's ideal customer, based on market research and real data about existing customers. Buyer personas help marketers tailor content, messaging, and campaigns to the needs and behaviours of specific customer segments.
- Temporary storage of website data (such as images and HTML files) that allows for faster loading when a user revisits a site. Cached files reduce server load and improve the user experience.
- A saved version of a webpage that is stored in a cache. When a cached page is displayed, it loads faster as the browser doesn’t need to retrieve all elements from the server again.
- A set of coordinated marketing activities designed to achieve specific goals, such as increasing brand awareness, generating leads, or driving sales. Campaigns typically run over a defined period and use various channels like email, social media, and ads.
- An HTML element used to indicate the preferred version of a webpage when there are multiple pages with similar content. It helps search engines avoid duplicate content issues by specifying the canonical URL.
- The preferred URL that represents the master copy of a webpage. This URL is specified using the canonical tag to prevent duplicate content penalties in search engines.
- A rotating display of images, text, or products, often found on homepages or product pages. Carousels allow users to view multiple items in a single space by clicking or swiping through the slides.
- A rotating display of images, text, or products, often found on homepages or product pages. Carousels allow users to view multiple items in a single space by clicking or swiping through the slides.
- A network of servers distributed globally that store copies of website content. CDNs reduce loading times by delivering content from the server closest to the user, improving performance and scalability.
- The percentage of customers who stop using a product or service over a given period. A high churn rate may indicate dissatisfaction with the product or poor customer retention strategies.
- A mention of a website or brand on another website, usually without a hyperlink. In SEO, citations are important for building authority, especially for local SEO.
- Content designed to attract attention and encourage users to click on a link, often by using misleading or exaggerated headlines. While clickbait can drive traffic, it may result in a poor user experience if the content doesn’t deliver on its promise.
- The number of clicks it takes to navigate from the homepage to a specific webpage on a site. Shallow click depth (fewer clicks) is generally better for SEO, as it helps search engines find and index content more easily.
- A black hat SEO technique where different content is shown to search engines than what is shown to users. Cloaking is against search engine guidelines and can result in penalties.
- A process that tracks and analyses the entire marketing cycle, from campaign initiation to lead generation, conversion, and customer feedback. It allows marketers to measure the effectiveness of their strategies and adjust them for better results.
- The delivery of computing services—such as storage, processing, and software—over the internet. Cloud computing enables businesses to scale their operations without needing on-site hardware or infrastructure.
- A suite of tools that help businesses manage cloud computing resources. CMPs allow users to control cloud environments, optimise costs, and ensure compliance across various cloud services.
- A software application that allows users to create, manage, and modify digital content without needing extensive technical knowledge. Popular CMS platforms include WordPress, Drupal, and Joomla.
- In SEO, co-citation occurs when two websites are mentioned together on a third-party site, even if they are not directly linked. Co-citation can help build relevance and authority for both websites.
- The percentage of text on a webpage compared to the amount of HTML code. A higher code-to-text ratio is often considered better for SEO, as it suggests that the content is more relevant and less cluttered by unnecessary code.
- User-generated feedback or response to a blog post, article, or other online content. Comments can improve engagement and foster discussions, but they need to be moderated to avoid spam.
- Unwanted, irrelevant, or automated comments posted on a website to generate backlinks or advertise services. Comment spam can harm a website’s reputation and affect SEO.
- Other businesses or websites that are targeting the same audience or keywords. Analysing competitors is important for developing effective digital marketing strategies and staying ahead in search rankings.
- Other businesses or websites that are targeting the same audience or keywords. Analysing competitors is important for developing effective digital marketing strategies and staying ahead in search rankings.
- Any type of information that can be consumed by an audience, such as text, images, videos, and infographics. In digital marketing, content is used to engage audiences, improve SEO, and build brand awareness.
- The process of generating ideas, writing, and producing material that aligns with a brand’s marketing goals. Content creation can involve blog posts, videos, social media updates, and more.
- A marketing strategy that focuses on creating and distributing valuable, relevant content to attract and retain a target audience. Content marketing aims to drive profitable customer action without directly selling a product or service.
- The process of improving content to make it more engaging for users and more discoverable for search engines. Optimisation techniques include keyword usage, readability, and proper formatting.
- A plan that outlines how a brand will create, distribute, and manage content to achieve specific marketing goals. It includes content formats, topics, and channels to ensure consistency and effectiveness.
- The practice of producing written material for digital platforms. Good content writing is engaging, informative, and optimised for both readers and search engines.
- When a user completes a desired action on a website, such as making a purchase, filling out a form, or subscribing to a newsletter. Conversion is a key metric for measuring the success of marketing efforts.
- The series of steps a user takes before completing a conversion on a website. This could include multiple interactions, such as viewing a landing page, clicking on an ad, and submitting a contact form.
- A small piece of data stored on a user’s device by a website. Cookies are used to remember user preferences, track browsing behaviour, and provide personalised experiences.
- A major update to a search engine’s algorithm that can significantly impact search rankings. Core updates are intended to improve the relevance and quality of search results.
- A set of metrics that Google uses to assess a website’s user experience, including page loading speed, interactivity, and visual stability. Core Web Vitals are important for SEO and ranking.
- High-quality, authoritative content that serves as the foundation of a website’s content strategy. Cornerstone content is usually comprehensive, evergreen, and aimed at ranking well in search engines for important keywords.
- The process of creating a brand identity and reputation for a company rather than individual products. Corporate branding focuses on how the company is perceived in the market.
- The visual and verbal representation of a company’s brand. This includes elements like logos, colour schemes, fonts, and messaging that create a consistent image of the company.
- A statistical measure that describes the relationship between two variables. In digital marketing, correlations are used to identify patterns and trends, although correlation does not imply causation.
- A pricing model where advertisers pay for a specific action, such as a sale or lead. CPA measures the cost of acquiring a new customer or conversion.
- A pricing model where advertisers pay each time a user clicks on an ad. CPC is a common metric used in paid search and display advertising campaigns.
- A pricing model where advertisers pay for each lead generated. CPL is often used in lead generation campaigns where the goal is to collect contact information for potential customers.
- A pricing model where advertisers pay for every 1,000 impressions (views) of an ad. CPM is commonly used for brand awareness campaigns where the goal is to maximise visibility.
- A pricing model used in video advertising where advertisers pay for each view of their video. CPV campaigns are typically used on platforms like YouTube.
- The percentage of visitors to a website who complete a desired action, such as making a purchase or filling out a form. A high conversion rate indicates that a website is effectively driving users to take action.
- The number of pages a search engine’s crawler is able or willing to crawl on a site within a given period. Optimising crawl budget ensures that important pages are indexed efficiently.
- Occurs when a search engine’s crawler is unable to access a webpage. Crawl errors can prevent pages from being indexed and affect search engine rankings.
- A bot or spider used by search engines to browse the web and index content. Crawlers systematically visit websites and collect data to help search engines understand the content of each page.
- The process by which search engine bots visit and analyse a website’s pages to index them for search results. Crawling is an essential step in making content visible in search engines.
- A system or strategy used to manage interactions with current and potential customers. CRM tools help businesses improve customer service, increase retention, and optimise sales processes.
- The practice of improving a website or landing page to increase the percentage of visitors who complete a desired action. CRO involves analysing user behaviour, testing different designs, and making data-driven changes.
- The process of cutting away parts of an image to focus on a specific area or to change its dimensions. Cropping is often used to improve visual composition or meet specific size requirements for digital platforms.
- Cascading Style Sheet. A language used to control the visual presentation of web pages, including layout, colours, and fonts. CSS works alongside HTML to create a website’s design and ensure consistent styling across pages.
- A prompt that encourages users to take a specific action, such as “Buy Now,” “Sign Up,” or “Learn More.” CTAs are critical for guiding users through the conversion funnel.
- The percentage of people who click on an ad or link after seeing it. CTR is a common metric for measuring the effectiveness of digital ads and email campaigns.
- The complete experience a customer has with a brand, from initial awareness through to purchase and post-sale engagement. Mapping the customer journey helps marketers create targeted strategies for each stage.
- A business model where a company sells its products or services directly to consumers, bypassing traditional retail channels. D2C brands often use eCommerce websites and social media to reach customers.
- A visual interface that displays key metrics, data, and analytics in a centralised view. Dashboards are used in digital marketing to track the performance of campaigns, websites, and user behaviour in real time.
- Ways of organising and storing data so that it can be efficiently accessed and modified. Common data structures include arrays, linked lists, trees, and hash tables, which are essential for handling large datasets in digital marketing.
- The graphical representation of data using charts, graphs, and other visual tools. Data visualisation helps marketers understand trends and patterns more easily, enabling them to make data-driven decisions.
- The removal of a webpage or entire website from a search engine’s index. Pages can be de-indexed manually or as a result of search engine penalties.
- A webpage with no internal or external links, making it difficult for both users and search engine crawlers to navigate away from the page. Dead-end pages can negatively impact user experience and SEO.
- The process of identifying and fixing errors or bugs in code. In digital marketing, debugging is used to ensure that websites, apps, and tracking codes function correctly.
- A type of web hosting where an entire server is allocated to a single website or client. Dedicated hosting offers more control, security, and resources compared to shared hosting, making it ideal for high-traffic sites.
- A physical server dedicated to a single client or website. This setup provides higher performance, security, and customisation options, especially for large websites or businesses with complex needs.
- A hyperlink that points to a specific page within a website or app, rather than just the homepage. Deep links are used to direct users to relevant content more efficiently.
- The proportion of deep links (links to specific pages) compared to overall links. A healthy deep link ratio can improve SEO by distributing authority across multiple pages on a website.
- Statistical data relating to the characteristics of a population, such as age, gender, income, education level, and location. Marketers use demographic information to target specific audiences more effectively.
- The process of releasing and making a website, app, or feature live to the public after development. In digital marketing, deployment may refer to launching campaigns or rolling out updates.
- A feature or practice that is no longer supported or recommended for use. Deprecated code or tools are often phased out in favour of newer, more efficient alternatives.
- A system used to store, organise, and manage digital assets such as images, videos, and documents. DAM systems streamline access to assets, improving collaboration and brand consistency.
- The use of digital channels such as search engines, social media, email, and websites to promote products or services. Digital marketing encompasses a wide range of tactics, including SEO, PPC, content marketing, and social media marketing.
- Website visits that occur when a user types the URL directly into their browser or clicks on a bookmarked link. Direct traffic is not attributed to any specific referral source.
- A website or listing that categorises businesses, websites, or content by industry or topic. In SEO, directories can provide backlinks and help increase visibility for websites.
- A tool used in SEO to tell search engines to ignore certain backlinks to a website. Disavowing bad or spammy links helps protect a site from penalties related to low-quality backlinks.
- A type of online advertising that involves visual ads (such as banners, images, or videos) shown on websites, apps, or social media platforms. Display ads are typically used for brand awareness and retargeting.
- A group of websites and apps that display advertisements, often through services like Google Display Network. Ads can be shown in various formats, including banners and videos, to reach a broad audience.
- The system that translates human-readable domain names (like www.example.com) into IP addresses that computers use to communicate. DNS servers play a crucial role in connecting users to websites.
- A type of hyperlink that allows search engine crawlers to follow the link and pass authority (or "link juice") from one site to another. Do-follow links are valuable for improving SEO.
- The unique name or address of a website (such as www.example.com). Domains are critical for branding, SEO, and establishing an online presence.
- The length of time a domain has been registered. Older domains are often seen as more trustworthy by search engines, which can positively impact SEO.
- A metric developed by Moz that predicts how well a website will rank in search engine results. It’s based on factors such as backlinks, content quality, and overall trustworthiness.
- The past ownership and use of a domain name. A domain’s history can impact its SEO performance, especially if it was previously penalised or associated with spammy activities.
- A metric created by Ahrefs that measures the strength of a website's backlink profile. A higher DR indicates a more authoritative site, which can improve search engine rankings.
- A low-quality webpage created solely to rank for specific keywords and drive traffic to another website. Doorway pages are considered a black hat SEO tactic and can result in penalties.
- A Google-owned platform that provides tools for display ad placement, tracking, and optimisation. It is widely used by advertisers and publishers for managing ad campaigns.
- An email marketing strategy where a series of automated messages are sent to leads over time. Drip campaigns aim to build relationships with prospects and move them through the sales funnel.
- An open-source content management system (CMS) used for building and managing websites. Drupal is known for its flexibility and scalability, making it popular for larger or more complex websites.
- A system that allows advertisers to buy ad inventory across multiple ad exchanges and networks in real time. DSPs enable advertisers to reach their target audiences more efficiently.
- A privacy-focused search engine that does not track user activity or store personal information. DuckDuckGo is popular among users concerned about data privacy.
- Content that appears on more than one webpage, either within the same website or across different sites. Duplicate content can harm SEO by confusing search engines about which version to rank.
- The amount of time a user spends on a webpage before returning to the search results. A longer dwell time indicates that the content is engaging and relevant, which can positively impact SEO.
- Website or email content that changes based on user behaviour, preferences, or other data. Dynamic content personalises the user experience, increasing engagement and conversion rates.
- Expertise, Authoritativeness, Trustworthiness. A concept in Google’s search quality guidelines that assesses the quality of content based on the expertise of the author, the authority of the site, and the trustworthiness of the content. E-A-T is important for ranking in search engine results, especially in industries like healthcare and finance.
- Experience, Expertise, Authoritativeness, Trustworthiness. An extended version of E-A-T, where 'Experience' is added to emphasise the value of the author's personal or first-hand experience in a given subject. It further refines how Google evaluates content quality, especially for YMYL (Your Money, Your Life) pages.
- The buying and selling of goods and services over the internet. Ecommerce businesses use online platforms and digital marketing strategies to reach customers and process transactions.
- The process of designing, building, and maintaining online stores that allow businesses to sell products or services. Ecommerce development focuses on creating secure, user-friendly websites that facilitate transactions, manage inventory, and support marketing initiatives.
- A backlink earned naturally when another website links to your content without any request or compensation. Editorial links are valuable for SEO as they reflect the authority and trustworthiness of your site.
- A method of exchanging digital messages over the internet. In digital marketing, email is used to communicate with customers, send newsletters, promotions, and nurture leads.
- A digital marketing strategy that involves sending promotional emails to a targeted list of recipients. It’s used to build customer relationships, generate leads, and drive sales through campaigns such as newsletters, product announcements, and drip marketing.
- A metric used to measure how actively users interact with content, including likes, comments, shares, and clicks. Engagement rate is often used in social media marketing to assess the effectiveness of a campaign.
- The creation of websites and web applications tailored to the needs of large organisations. Enterprise web development typically focuses on scalability, security, and integrating complex systems such as databases, CRM, and ecommerce platforms.
- The first page a user lands on when visiting a website, often referred to as a landing page. The entry page is crucial for user experience and conversions, as it provides the first impression of the site.
- A feature in digital analytics that monitors user interactions with elements on a webpage, such as clicks, downloads, or video plays. Event tracking helps marketers measure specific actions taken by visitors and optimise website performance.
- Content that remains relevant and valuable over time, regardless of seasonal trends or news cycles. Examples include how-to guides, tutorials, and resource articles that continue to attract traffic and provide value long after publication. Evergreen content is key for long-term SEO success.
- Additional software components that add new features or functionality to a Magento e-commerce website. Extensions can enhance everything from site performance to user experience, similar to plugins in other CMS platforms.
- Hyperlinks that point from one website to another, often used to reference or cite external sources. External links can improve a site's SEO by providing context and authority, but they should be relevant and credible.
- One of the largest social media platforms, used for connecting with friends, sharing content, and advertising. In digital marketing, Facebook is a powerful tool for targeting specific demographics, running paid ads, and engaging with a broad audience.
- A piece of code that you place on your website to track visitors' actions. It allows marketers to measure the effectiveness of their Facebook ads, track conversions, and retarget visitors who have interacted with the website.
- A system that allows users to filter and sort items on a website based on specific attributes (such as colour, price, size). It is commonly used in e-commerce to improve user experience but can pose challenges for SEO if not managed correctly.
- A small icon that represents a website, typically displayed in browser tabs, bookmarks, and address bars. A well-designed favicon helps users quickly recognise and navigate back to a site.
- A highlighted block of text that appears at the top of Google search results, providing a direct answer to a user's query. Featured snippets are highly coveted in SEO as they provide enhanced visibility and authority.
- The ease with which users can locate specific content or pages on a website, both through search engines and site navigation. Good findability is crucial for both user experience and SEO.
- A security system that monitors and controls incoming and outgoing network traffic. In web development, firewalls help protect websites from unauthorised access, malware, and other cyber threats.
- An SEO concept where only the first link to a given page from another page is considered by search engines for ranking purposes. Subsequent links to the same destination from the same page may not pass as much authority.
- A web design layout where the width of the site is set to a specific pixel value, rather than adjusting to the screen size. Fixed-width layouts may not be as responsive on different devices but can provide more control over design.
- A web design layout that uses percentages rather than fixed pixel values for widths, allowing the content to resize fluidly across different screen sizes. Fluid layouts help create responsive websites that adjust to various devices.
- The main area of interest on a webpage where the user's attention is naturally drawn. Effective use of focal points helps guide users to important content or calls to action.
- The part of a webpage that is visible without scrolling. Content "above the fold" is crucial for grabbing attention, while "below the fold" refers to content that requires scrolling to view.
- A group of fonts that share similar design characteristics, such as Arial or Times New Roman. Font families are used to ensure consistent typography across web pages and provide a cohesive brand identity.
- A variation of a font that alters its appearance, such as italic, oblique, or normal. Font style is important for creating emphasis and visual hierarchy in design.
- Refers to the thickness of characters in a font, ranging from light to bold. Adjusting font weight helps create contrast and highlight key elements of text on a website.
- The section at the bottom of a webpage that typically contains navigation links, contact information, and legal disclaimers. The footer is important for providing additional navigation and improving user experience.
- Links placed within the footer of a webpage, often used for site navigation, privacy policies, or other secondary content. Footer links contribute to SEO by helping search engines crawl the site.
- A set of navigation links located in the footer section of a website. These links provide users with easy access to important but non-primary pages, such as contact details or site policies.
- In digital marketing, frequency refers to how often an ad is shown to the same user. Maintaining an optimal frequency is important to avoid ad fatigue while ensuring the message is delivered effectively.
- Any obstacle or barrier that hinders a user from completing a desired action, such as a confusing form, slow loading times, or too many steps in a checkout process. Reducing friction elements improves conversions.
- The part of a website that users interact with directly, including the layout, design, and interface elements. Front-end development focuses on creating a user-friendly and visually appealing experience.
- The process of building the user interface and layout of a website using technologies like HTML, CSS, and JavaScript. Front-end developers ensure that websites are responsive, accessible, and visually engaging.
- A standard network protocol used to transfer files between a client and server over the internet. FTP is commonly used by web developers to upload or download files to and from a website’s server.
- The practice of developing both the front-end (user-facing) and back-end (server-side) components of a website or application. Full-stack developers have skills in both areas and are capable of managing the entire web development process.
- Content that requires users to provide information (such as an email address) in exchange for access. Gated content is commonly used in lead generation strategies and often includes valuable resources like eBooks, whitepapers, or reports.
- A webpage created specifically to funnel traffic from search engines or other sources to a specific destination, such as a landing page. Gateway pages are often used in SEO but can be penalised if they provide little value to users.
- A digital marketing strategy that delivers content or advertisements to users based on their geographic location. Geo targeting helps businesses reach local audiences more effectively with tailored messages.
- A file format used for images and animations. GIFs are widely used in digital marketing for creating engaging, looped animations that capture attention without requiring video playback.
- The world’s largest search engine and a central player in digital marketing. Google offers various tools, platforms, and services, such as Google Ads and Google Analytics, to help businesses reach and analyse their target audiences.
- A pay-per-click (PPC) advertising platform that allows businesses to create ads that appear on Google’s search results and across its display network. Google Ads helps businesses drive traffic, generate leads, and increase sales.
- The former name for Google Ads. It was rebranded to Google Ads in 2018 but still refers to the same online advertising platform for paid search and display ads.
- The set of rules and processes that Google uses to determine the ranking of websites in its search engine results pages (SERPs). Google’s algorithm is constantly updated to improve the relevance and quality of search results.
- A free web analytics service offered by Google that tracks and reports website traffic. It provides insights into user behaviour, traffic sources, and conversion rates, helping businesses optimise their online presence.
- A feature in Google Search that suggests search queries as a user types, based on popular searches and their browsing history. Autocomplete can provide insights into commonly searched terms and help with keyword research.
- A free tool that allows businesses to manage how they appear on Google Search and Maps. It includes essential business information like hours of operation, location, and reviews. Formerly known as Google My Business.
- A set of guidelines Google uses to evaluate content based on Expertise, Authoritativeness, and Trustworthiness. It plays a crucial role in how Google ranks websites, especially for YMYL (Your Money, Your Life) content like medical or financial advice.
- A free tool within Google Ads that helps marketers find and research keywords for their PPC and SEO campaigns. It provides search volume estimates and suggests relevant keywords based on search queries.
- A database of information that Google uses to provide direct answers to search queries, rather than just a list of links. It’s used to power the Knowledge Panels and other direct-answer features in Google Search.
- A box that appears on the right side of Google’s search results, displaying important information about entities such as businesses, public figures, or topics. It’s part of Google’s Knowledge Graph and helps users get quick, factual answers.
- A platform that allows businesses to upload their product listings to Google and make them available for shopping ads. It integrates with Google Ads to display products in Google Shopping and across other Google platforms.
- The former name of Google Business Profile, used to manage how a business appears in Google Search and Maps. It allows businesses to control their profile, including location, hours, photos, and customer reviews.
- An unconfirmed theory that new websites are placed in a "sandbox" by Google, temporarily limiting their ability to rank highly in search results until they establish more trust and authority.
- A free tool provided by Google that allows website owners to monitor and troubleshoot their site’s presence in Google’s search results. It provides data on site performance, indexing, and search visibility.
- A free tool that allows marketers to manage and deploy marketing tags (snippets of code) on their website without needing to modify the site’s code directly. It simplifies tracking and data collection for analytics tools like Google Analytics.
- A tool that analyses and displays the popularity of search queries over time. Google Trends helps marketers identify trending topics, seasonality, and shifts in public interest, which can inform content and SEO strategies.
- A mix of white hat and black hat SEO practices. Gray hat SEO techniques may push the boundaries of search engine guidelines but are not explicitly against the rules. However, using gray hat tactics can still lead to penalties if detected.
- Writing and publishing an article on someone else’s website or blog. Guest blogging is a popular method for building backlinks, increasing brand exposure, and reaching new audiences.
- A content marketing strategy that combines guest blogging and infographics. It involves creating an infographic and reaching out to other websites to publish it, often in exchange for a backlink. This strategy helps boost SEO and brand visibility.
- A type of email bounce that occurs when an email cannot be delivered due to a permanent reason, such as an invalid email address or a non-existent domain. Hard bounces should be removed from mailing lists to maintain a good sender reputation.
- A word or phrase preceded by a hash symbol (#), used on social media platforms to categorise and find content related to a specific topic. Hashtags help increase the visibility of posts and improve engagement by connecting content with relevant conversations.
- A broad, high-volume keyword that typically consists of one or two words. Head terms are highly competitive in search engine optimisation (SEO) but can drive substantial traffic if ranked well.
- The top section of a webpage, typically containing the website’s logo, navigation menu, and sometimes a search bar. Headers are consistent across a website and help with navigation and branding.
- HTML elements (H1, H2, H3, etc.) used to define headings and subheadings on a webpage. Header tags improve content structure, readability, and SEO by helping search engines understand the hierarchy and importance of the content.
- Text used to define sections or topics within a webpage or document. Headings are essential for readability and SEO, as they help organise content and signal importance to both users and search engines.
- The main title of a piece of content, such as an article, blog post, or advertisement. Headlines are critical for capturing attention and encouraging users to engage with the content.
- The main page of a website, usually serving as the entry point for visitors. The homepage provides an overview of the site's content and navigation, guiding users to specific sections or services.
- An HTML attribute used to specify the language and regional targeting of a webpage. Hreflang tags help search engines serve the correct version of a webpage to users based on their language and location, improving international SEO.
- The standard coding language used to create and structure content on the web. HTML is used to format text, images, links, and other elements on a webpage.
- The protocol used for transferring data over the web. HTTP enables the communication between web browsers and servers but is less secure than HTTPS.
- The secure version of HTTP, which encrypts data transferred between a user’s browser and a web server. HTTPS improves security and is essential for protecting sensitive information, such as payment details or login credentials.
- A central webpage that links to various related content or resources on a particular topic. Hub pages help improve content organisation and SEO by consolidating authority and relevance around key themes.
- A clickable link that takes users from one webpage to another, either within the same site or to an external site. Hyperlinks are a fundamental part of the web’s structure and help with navigation and SEO.
- Text displayed on a webpage that contains hyperlinks, allowing users to navigate between documents or web pages by clicking on the linked text. Hypertext forms the foundation of the interconnected web structure.
- Short for "inline frames," iFrames are HTML elements used to embed content from one webpage into another. They allow websites to display external content, such as videos or ads, without hosting the file directly on the site.
- Information embedded within an image file that describes its properties, such as dimensions, file type, creation date, and keywords. Image metadata is important for SEO, as it helps search engines understand the content and context of an image.
- The clarity and detail of an image, typically measured in pixels. Higher resolution images are clearer and more detailed, making them suitable for professional use, while lower resolution images load faster and are commonly used online.
- The number of times an ad or piece of content is displayed to users, regardless of whether it is clicked on. Impressions are used to measure the reach of an ad or content in both digital marketing and social media.
- A marketing strategy focused on attracting customers by providing valuable content and experiences tailored to their needs. Inbound marketing includes SEO, content marketing, and social media to bring prospects to the business organically.
- A database maintained by search engines that stores information about web pages. Search engines use this index to quickly retrieve relevant content when users perform a search.
- The ability of a webpage to be crawled and added to a search engine’s index. Pages that are indexable can appear in search engine results, while non-indexable pages may be ignored by search engines.
- A webpage that has been crawled by search engines and added to their index. Indexed pages are eligible to appear in search engine results pages (SERPs).
- An individual with a large and engaged following on social media who has the ability to impact the opinions or purchasing decisions of their audience. Influencers are often used in marketing to promote products or brands.
- A marketing strategy where brands collaborate with influencers to promote their products or services to the influencer’s audience. This can help increase brand awareness and credibility.
- Visual representations of data or information, often used in digital marketing to convey complex information quickly and engagingly. Infographics help improve audience understanding and are widely shared across social media platforms.
- The structure and organisation of content within a website or digital product. Good information architecture improves user experience by making content easy to find and navigate.
- A type of search query where the user is looking for information or answers to a question, rather than trying to make a purchase. Informational queries are a key focus of content marketing and SEO strategies.
- CSS code written directly within an HTML element to style it. While convenient for quick changes, inline styles are generally less efficient than using external or internal style sheets, and can make large-scale styling changes more difficult.
- A social media platform focused on sharing photos, videos, and stories. Instagram is widely used in digital marketing for brand promotion, influencer collaborations, and user engagement through visual content.
- Digital content that requires user participation, such as quizzes, polls, or interactive infographics. Interactive content is effective for increasing user engagement and time spent on a website.
- Hyperlinks that point from one page of a website to another page within the same domain. Internal links help with website navigation, distribute page authority, and improve SEO by making it easier for search engines to crawl and index content.
- A full-screen ad that appears between content, often during transitions (e.g., between pages or game levels). Interstitial ads are commonly used in mobile apps and websites but can be intrusive if not well-timed.
- A unique string of numbers assigned to each device connected to the internet. IP addresses allow devices to communicate with each other and are used in digital marketing for location-based targeting and tracking.
- A high-level programming language used for building applications across various platforms, including websites, mobile apps, and software systems. While not typically used for front-end web development, Java is widely employed in back-end systems and enterprise applications.
- A versatile programming language used to add interactivity, animations, and dynamic content to websites. JavaScript is essential for front-end web development and is supported by all modern browsers. It enables features like interactive forms, sliders, and real-time updates without reloading the page.
- An open-source content management system (CMS) used for building and managing websites. Joomla is known for its flexibility, allowing users to create complex websites without needing extensive coding knowledge. It competes with platforms like WordPress and Drupal.
- A commonly used image file format that compresses image data to reduce file size. JPEGs are ideal for photographs and images with many colours but can lose quality when heavily compressed. It is widely used on websites for faster loading times.
- A JavaScript library that simplifies HTML manipulation, event handling, and animations. jQuery allows developers to write less code to achieve common JavaScript functions and is commonly used to streamline web development processes.
- A specific word or phrase that users type into search engines to find relevant content. In digital marketing, keywords are used to optimise content for search engines (SEO) and to create targeted advertising campaigns.
- Occurs when multiple pages on the same website compete for the same keyword, potentially confusing search engines about which page to rank. This can dilute SEO efforts and harm rankings for all the competing pages.
- The process of grouping similar keywords into clusters based on user intent or topic. Keyword clustering helps improve SEO by allowing multiple related keywords to be targeted on a single page, increasing relevancy and search visibility.
- The practice of analysing multiple keywords to determine which ones perform better in terms of search volume, competition, and potential return on investment (ROI). Keyword comparison helps marketers choose the best terms to target.
- The percentage of times a keyword appears in a piece of content compared to the total word count. While important for SEO, overusing a keyword (keyword stuffing) can result in penalties from search engines.
- A metric that estimates how challenging it would be to rank for a specific keyword in search engine results. Keywords with high difficulty scores are more competitive and require stronger SEO efforts to rank for.
- A tool or analysis that shows which keywords your competitors rank for that your website does not. Identifying keyword gaps helps uncover opportunities to improve content and capture more organic search traffic.
- The process of identifying and analysing the best keywords to target for SEO or PPC campaigns. Keyword research is crucial for understanding what terms potential customers are searching for and how competitive those terms are.
- The practice of using variations of a keyword (such as different tenses or plural forms) to cover a wider range of search queries. Search engines recognise these variations and rank content based on the overall relevance.
- An unethical SEO practice where a keyword is overused in content to manipulate search engine rankings. Keyword stuffing results in poor readability and can lead to penalties from search engines like Google.
- Google’s database of facts and information about people, places, and things. It powers features like Knowledge Panels and provides direct answers to search queries, offering a richer search experience without needing to click through to websites.
- A box that appears on the right-hand side of Google’s search results, displaying key facts about entities such as businesses, people, or organisations. Knowledge Panels pull information from the Knowledge Graph to provide quick answers to user queries.
- A measurable value that indicates how effectively a business or marketing campaign is achieving its objectives. Common KPIs in digital marketing include conversion rates, click-through rates (CTR), and return on investment (ROI).
- A standalone webpage designed specifically to capture leads or drive conversions from a marketing campaign. Landing pages are typically used in paid advertising or email marketing and focus on a single call-to-action (CTA).
- A model in digital marketing attribution that gives full credit for a conversion to the last touchpoint or interaction a customer had before converting. This method helps marketers understand the final action that led to a conversion
- A technique used by search engines to understand the relationship between words and concepts in content. LSI helps search engines deliver more relevant results by recognising synonyms and related terms, even if they aren’t exact matches to the keywords.
- A potential customer or client who has shown interest in a product or service by providing their contact information or engaging with marketing materials. Leads are crucial for nurturing and converting into customers.
- The process of collecting information from potential customers, typically through forms on landing pages. Lead capture is an essential part of lead generation strategies, allowing businesses to follow up with prospects
- A form on a website or landing page where users provide information, such as their name, email, and phone number, in exchange for access to gated content or offers. Lead forms are used to capture potential customer information for follow-up.
- The process of attracting and converting strangers or prospects into leads by offering valuable content, products, or services. Lead generation is essential for building a sales pipeline and growing a business.
- The process of developing relationships with leads through personalised communication and targeted content, often using email or automated marketing. The goal is to move leads through the sales funnel and increase the likelihood of conversion.
- The stages a customer goes through, from initial awareness to post-purchase loyalty. The customer lifecycle helps marketers tailor strategies to engage customers at different phases, from lead generation to retention.
- A clickable element on a webpage that directs users to another page or site. Links are fundamental to website navigation, SEO, and the interconnected structure of the internet.
- Content created with the intent of attracting backlinks from other websites. Effective link bait is highly valuable, entertaining, or informative, encouraging others to link to it, which can improve SEO.
- The process of acquiring backlinks from other websites to improve a site's authority and search engine rankings. Link building is a core component of off-page SEO strategies.
- The value or "authority" that a link passes from one webpage to another. Pages with high link equity (such as those from authoritative domains) can positively impact the rankings of the pages they link to.
- A group of websites that exist solely to link to each other in an attempt to manipulate search engine rankings. Link farms are considered a black hat SEO tactic and can lead to penalties from search engines.
- A colloquial term for the SEO value or authority passed through hyperlinks from one page to another. Pages with a lot of inbound links from high-authority sites are said to have more "link juice."
- The collection of all backlinks pointing to a website, including their quality, relevance, and source. A strong link profile with high-quality links improves a site's SEO and search engine rankings.
- The rate at which a website gains or loses backlinks over time. A sudden spike or drop in link velocity can affect search engine rankings, with unnatural patterns potentially leading to penalties.
- A professional networking platform used for business development, job recruitment, and content marketing. In digital marketing, LinkedIn is a valuable tool for B2B marketing, lead generation, and thought leadership.
- A type of structured data markup that helps search engines understand and display information about a local business, such as its name, address, phone number, and operating hours. It is used to improve local search visibility.
- A strategy focused on increasing the visibility of local businesses in search engines and online directories. Local search marketing often includes optimising Google Business Profiles, local SEO, and targeted online advertising.
- A subset of SEO focused on optimising a website to rank for location-specific searches. Local SEO strategies help businesses appear in local search results, map listings, and Google Business Profile searches.
- A file that records server activity, including all requests made to a website. Log files provide detailed information about website traffic, such as page requests, IP addresses, and user behaviour.
- The process of reviewing and interpreting log files to gain insights into website performance, user behaviour, and search engine crawler activity. Log file analysis helps identify technical SEO issues and improve site efficiency.
- A graphic symbol or design used to represent a brand or business. A logo is a critical part of brand identity and is used across marketing materials to create recognition and trust
- A comprehensive piece of content, typically over 1,500 words, that covers a topic in depth. Long-form articles are valued in SEO for their ability to provide detailed information and engage readers for longer periods.
- A keyword phrase that is longer and more specific, often with lower search volume but higher conversion rates. Long-tail keywords are less competitive and are useful for targeting niche audiences or specific customer intents.
- A targeting tool used in digital advertising (primarily on Facebook) to reach new audiences that share characteristics with an existing group, such as current customers or website visitors. Lookalike audiences help expand reach while maintaining relevancy.
- A method used by search engines to understand the relationships between terms and concepts in content. LSI helps deliver more relevant search results by recognising synonyms and related words to the main keyword.
- A metric that estimates the total revenue a business can expect from a single customer over the duration of their relationship. LTV helps businesses understand the long-term value of their customer base and informs marketing and retention strategies.
- A subset of artificial intelligence (AI) that enables systems to learn and improve from experience without explicit programming. In digital marketing, machine learning is used for personalisation, data analysis, and automation of tasks such as ad targeting and customer segmentation.
- An open-source eCommerce platform that allows businesses to build and manage online stores. Magento is known for its flexibility, scalability, and customisation options, making it popular for both small and enterprise-level businesses.
- The process of promoting and selling products or services, including market research, advertising, and customer outreach. In digital marketing, it involves strategies like SEO, social media marketing, PPC, and content marketing to reach online audiences.
- The use of software to automate repetitive marketing tasks, such as email campaigns, social media posting, and lead nurturing. Marketing automation tools help businesses save time, improve efficiency, and personalise customer communication at scale
- A model that represents the journey a customer takes from awareness to purchase. The funnel typically consists of three stages: Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU), with different marketing strategies targeting each stage.
- A lead that has been identified as more likely to become a customer based on their engagement with marketing materials. MQLs are typically passed to the sales team for further nurturing.
- Tools and software used to streamline, manage, and measure marketing efforts. MarTech includes platforms for email marketing, CRM, analytics, social media management, and more, helping marketers improve efficiency and effectiveness.
- A navigational element on a website that allows users to find and access different pages or sections. A well-organised menu improves user experience and helps search engines understand the structure of a site
- A brief summary (around 150-160 characters) of a webpage’s content, included in the page’s HTML. Meta descriptions are shown in search engine results under the page title and influence click-through rates, though they do not directly affect rankings.
- An HTML tag used to list keywords relevant to a webpage. While once important for SEO, meta keywords have largely been ignored by search engines in recent years and are no longer a significant ranking factor.
- A type of redirect that uses an HTML meta tag to automatically redirect a user from one URL to another after a specified time. It’s less efficient than server-side redirects and should be used sparingly.
- An HTML tag used to control how search engine crawlers index a webpage. Meta robots tags can specify whether a page should be indexed or followed by search engines.
- HTML tags that provide metadata about a webpage. These include meta descriptions, meta keywords, and meta robots tags, which give search engines information about the page but are not visible to users.
- The process of removing unnecessary characters (like spaces, comments, and line breaks) from source code, such as JavaScript or CSS, to reduce file size and improve website loading speed.
- A duplicate of a website that exists on a different server or domain. Mirror sites are often used for load balancing, backups, or providing users with faster access from different geographic locations.
- A design approach that prioritises the mobile version of a website during development. Mobile-first design ensures that websites are optimised for smaller screens and mobile users, reflecting the growing trend of mobile internet usage.
- A process used by Google where the mobile version of a website is prioritised for indexing and ranking in search results. As mobile traffic has surpassed desktop, websites must be optimised for mobile to rank well.
- The middle stage of the marketing funnel, where leads are aware of their problem and are actively researching solutions. MOFU content typically focuses on educating prospects and positioning the brand as a solution.
- A model in digital marketing that gives credit to multiple touchpoints along the customer journey, rather than just the last interaction. Multi-touch attribution provides a more holistic view of how different channels and interactions contribute to a conversion.
- A strategy that uses multiple channels, such as email, social media, PPC, and SEO, to reach and engage with customers. Multichannel marketing allows businesses to interact with their audience across different platforms and touchpoints.
- A product with just enough features to satisfy early customers and provide feedback for future development. In digital marketing and product development, launching an MVP helps test ideas quickly and efficiently with minimal resources.
- An open-source relational database management system used for storing and retrieving data. MySQL is commonly used in web development to manage databases for websites and applications, including eCommerce platforms and content management systems.
- A type of online advertising that blends seamlessly with the content of the platform on which it appears. Native ads match the look, feel, and function of the media format, making them less intrusive and more likely to engage users compared to traditional ads.
- A backlink that is earned organically, without the website owner asking for it or paying for it. Natural links are highly valued in SEO because they signal to search engines that the linked content is authoritative and relevant.
- A search query in which the user is trying to find a specific website or webpage by entering its name or URL into a search engine. These queries indicate that the user knows where they want to go and are simply using search to navigate.
- Malicious practices aimed at sabotaging a competitor’s search rankings. Negative SEO can include tactics such as creating spammy backlinks to a competitor’s site, content scraping, or hacking. It violates search engine guidelines and can lead to penalties.
- A specific segment of the market or a narrow area of interest that a business targets with its products, services, or content. Niche marketing focuses on serving a specialised audience with unique needs or preferences.
- An HTML tag that prevents search engines from storing a cached version of a webpage. When a page has a noarchive tag, users won’t be able to view the cached version in search results.
- An HTML attribute applied to links to tell search engines not to pass link equity (ranking power) to the linked site. Nofollow links do not influence the search rankings of the target page and are often used for sponsored or user-generated content.
- Hyperlinks that contain the "nofollow" attribute, which signals to search engines that the link should not pass authority or influence the search ranking of the target page. These are commonly used for paid or untrusted links.
- An HTML meta tag that instructs search engines not to index a particular webpage. Pages with a noindex tag won’t appear in search engine results, often used for admin pages or duplicate content.
- Search terms that do not include a specific brand name. Non-branded keywords typically target generic terms related to products or services and are important for attracting new customers who aren’t already familiar with a brand.
- An HTML meta tag that prevents search engines from showing a snippet (short preview) of a webpage’s content in search results. This tag can be useful if a website owner wants to control how their content appears in search results.
- A customer loyalty metric that measures how likely customers are to recommend a business, product, or service to others. NPS is determined by asking customers to rate their likelihood of recommending on a scale from 0 to 10 and categorising them into promoters, passives, and detractors.
- The practice of optimising external factors to improve a website's search engine rankings. This includes building high-quality backlinks, promoting content, and enhancing the site’s reputation through external engagement, such as social media and influencer outreach.
- A strategy that provides customers with a seamless experience across multiple channels and touchpoints, whether online (web, mobile, social) or offline (in-store, events). Omnichannel marketing aims to ensure consistency and improve the customer journey across all platforms.
- The process of optimising individual web pages to improve their rankings on search engines. On-page SEO involves optimising content, title tags, meta descriptions, headings, images, and internal linking, ensuring the website is user-friendly and search engine-friendly.
- Advertising that reaches consumers while they are outside their homes, including billboards, bus ads, posters, and digital displays in public spaces. OOH advertising is used to build brand awareness and reach a broad audience.
- A subset of out-of-home marketing that involves placing ads in public spaces, such as transit systems, malls, and outdoor billboards. OOH advertising can be static or digital and aims to capture the attention of passersby.
- A marketing strategy that includes any advertising or promotional efforts that take place outside the consumer’s home. This typically refers to physical ads like billboards, but it can also include events and experiences designed to engage the public.
- Tags that control how URLs are displayed when shared on social media platforms like Facebook, LinkedIn, and Twitter. Open Graph tags specify elements such as the title, description, and image to ensure consistent and attractive previews.
- A metric used in email marketing to measure the percentage of recipients who opened an email campaign. A higher open rate indicates that the subject line and sender information successfully captured the recipient’s attention.
- A keyword that naturally drives traffic to a website through unpaid (organic) search results. Ranking for organic keywords is a core focus of SEO strategies, as they help attract relevant traffic without relying on paid advertising.
- Search engine results that are displayed based on their relevance to the user's query, without any payment involved. Organic search results are influenced by SEO efforts rather than paid ads.
- The visitors who come to a website through unpaid search engine results, rather than through paid advertising or other referral sources. Organic traffic is a key indicator of successful SEO performance.
- A webpage that does not have any internal links pointing to it from other pages on the same website. Orphan pages are difficult for users and search engines to find and may not be indexed or ranked well in search results.
- A hyperlink on a webpage that directs users to a different website. Outbound links can provide value to users by pointing them to relevant resources, and they are often used to build relationships with other sites, though they do not directly impact SEO ranking.
- Traditional marketing methods that involve pushing messages out to a broad audience, such as TV ads, direct mail, cold calling, and trade shows. Outbound marketing contrasts with inbound marketing, which focuses on attracting customers through content and SEO.
- A single document or section of content on a website, typically identified by a unique URL. Web pages include various elements like text, images, and multimedia and are the core units of websites.
- A ranking system developed by Google that measures the importance of a webpage based on the quantity and quality of links pointing to it. Though less prominent today, it was a key factor in how Google initially ranked websites in search results.
- The amount of time it takes for a webpage to load and be fully visible to users. Faster page speeds lead to better user experiences and can positively impact SEO rankings.
- A metric that tracks how many times a particular webpage has been viewed by users. Page views help measure the popularity and engagement of website content.
- A keyword that advertisers bid on in paid search campaigns (such as Google Ads). Paid keywords are used to display ads when users search for those specific terms.
- A form of online advertising where businesses pay to display ads on search engine results pages (SERPs) based on user search queries. Advertisers bid on keywords to appear in prominent positions, typically above organic results.
- A group of blogs created with the primary purpose of building backlinks to a specific site in an attempt to boost its search engine rankings. PBNs are considered a black hat SEO tactic and can lead to penalties from search engines.
- A file format used to present documents in a fixed layout, preserving the design, fonts, and images. PDFs are commonly used for downloadable content, such as eBooks and whitepapers, and can be indexed by search engines.
- A feature in Google search results that provides users with a list of related questions based on their query. The answers to these questions can improve a site’s visibility if it ranks in this section.
- A semi-fictional representation of a business's ideal customer, based on market research and real data about existing customers. Personas help marketers tailor content and campaigns to target specific user needs and behaviours.
- Customising content, ads, or user experiences based on individual user data, such as browsing history, preferences, or location. Personalisation improves engagement and conversion by delivering more relevant information to users.
- A popular open-source scripting language used in web development to create dynamic and interactive websites. PHP powers many content management systems, such as WordPress.
- A comprehensive, long-form page that covers a broad topic and links to more detailed pages (or "cluster content") on related subtopics. Pillar pages are used in content marketing to organise information and improve SEO.
- The illegal distribution or use of copyrighted content without permission. In digital marketing, piracy may involve unauthorised sharing of media, such as music, movies, or software, which can damage a brand’s reputation or bottom line.
- A small piece of code that is placed on a website to track user behaviour, conversions, and engagement. Pixels are commonly used in remarketing campaigns and analytics tools to collect valuable data for optimisation.
- A software add-on that enhances the functionality of a website or application. Plugins are widely used in content management systems like WordPress to add features such as SEO tools, security, or eCommerce functionality.
- A popular image file format that supports transparency and lossless compression, making it ideal for web graphics like logos, icons, and illustrations.
- A behaviour in which users click on a search result, quickly return to the search results page, and click on a different result. Pogo-sticking can be an indicator that the content didn’t meet the user’s expectations, and it can negatively affect rankings.
- A featured snippet or answer box that appears at the top of Google’s search results, above the first organic listing. Achieving Position 0 provides high visibility and increases click-through rates.
- A piece of content published on a blog or social media platform. Posts can range from written articles to multimedia content and are a key element of content marketing strategies.
- A type of online advertising where advertisers pay a fee each time their ad is clicked. PPC campaigns are commonly run on search engines (like Google Ads) and social media platforms, allowing businesses to drive traffic and leads.
- A pricing model where advertisers pay for each time a video ad or content is viewed by a user. PPV is commonly used in video advertising on platforms like YouTube.
- The automated buying and selling of online advertising through real-time bidding platforms. Programmatic advertising allows marketers to target specific audiences at scale, increasing the efficiency of ad spend.
- The process of writing, testing, and maintaining code to create software applications, websites, or systems. Programming languages such as Java, Python, and PHP are essential for developing websites and digital tools.
- Websites or platforms that produce and distribute content, including news outlets, blogs, and media companies. In digital marketing, publishers provide ad space for advertisers to reach their audience.
- A concept used by Google’s algorithm to determine when fresh content is needed for a particular query. If a search query is related to current events or trending topics, Google may prioritise newer content to provide more relevant results.
- A machine-readable, two-dimensional barcode that can store information such as URLs, text, or contact details. QR codes are commonly used in marketing to direct users to a website, app, or promotion when scanned with a smartphone.
- A potential customer who has been vetted and meets specific criteria, such as interest in a product or service and readiness for further engagement. Qualified leads are often segmented into marketing qualified leads (MQLs) and sales qualified leads (SQLs).
- Content that is relevant, informative, and valuable to its target audience. Quality content is essential for SEO and user engagement, as it meets user needs, encourages longer page visits, and generates backlinks.
- A backlink from a reputable and authoritative website that helps boost the linked website’s search engine rankings. Quality links are earned through content that provides value and are an essential part of SEO strategies.
- A metric used in Google Ads to evaluate the relevance and quality of an ad, keywords, and landing pages. A higher Quality Score leads to better ad positioning and lower costs per click (CPC).
- A search term or phrase that users enter into a search engine to find relevant content. Queries can be informational, navigational, or transactional, depending on the user’s intent.
- A question-and-answer platform where users can ask and answer questions on a wide range of topics. In digital marketing, Quora is used for content marketing, establishing thought leadership, and driving traffic through strategic answers.
- The position of a website or webpage in search engine results for a specific keyword or query. Higher ranks generally result in more visibility and traffic from search engines.
- Criteria used by search engines to determine the order in which webpages are listed in search results. Common ranking factors include keyword relevance, backlink quality, mobile-friendliness, and page speed.
- The total number of unique users who are exposed to a piece of content, advertisement, or social media post. Reach is a key metric for measuring the potential audience size in digital marketing campaigns.
- A practice where two websites agree to link to each other. While reciprocal links can help build backlinks, excessive or irrelevant reciprocal linking may be viewed negatively by search engines.
- A process that automatically sends users from one URL to another. Redirects are commonly used when a page has been moved or deleted to ensure users and search engines are directed to the correct page. Common types include 301 (permanent) and 302 (temporary) redirects.
- The process of directing potential customers to a business through recommendations from other individuals, websites, or platforms. Referrals can come from satisfied customers or other businesses.
- A strategy where businesses encourage their customers to refer friends or family members in exchange for rewards or incentives. Referral marketing helps businesses acquire new customers through word-of-mouth.
- The website or source that directed traffic to another website. Analytics tools use referrer information to track where users come from, such as social media, search engines, or other websites.
- Website visitors who land on a site after clicking a link on another website, rather than through search engines or direct visits. Referral traffic is tracked by analytics tools to measure the impact of external links.
- The process of submitting a website to be reconsidered for search engine indexing after it has been removed or penalised, often due to violating search engine guidelines.
- The degree to which content, ads, or keywords align with a user’s search query or interests. High relevance improves the likelihood of engagement and better rankings in search engine results.
- A digital marketing strategy that involves targeting users who have previously visited a website or engaged with content, showing them ads to encourage them to return and complete a desired action, such as making a purchase.
- The process of monitoring and influencing the perception of a brand or individual online. Reputation management focuses on addressing negative reviews or mentions, promoting positive content, and improving overall brand sentiment.
- The clarity and sharpness of an image, typically measured in pixels. Higher resolution images provide more detail but may increase file size, affecting page load times.
- A web design approach that adjusts the layout of a website based on the size and orientation of the user’s device. Responsive layouts ensure that websites are optimised for viewing on mobile phones, tablets, and desktops.
- A website designed to provide an optimal user experience across all devices, adjusting elements like text, images, and navigation to fit screens of different sizes. Responsive websites improve accessibility and SEO rankings.
- A form of online advertising that targets users who have previously visited a website but did not complete a desired action, such as making a purchase. Retargeting ads aim to bring those users back to the website to convert.
- Marketing strategies focused on keeping existing customers engaged and encouraging repeat business. Retention marketing tactics include loyalty programs, personalised emails, and special offers.
- Enhanced search results that display additional information beyond the standard title and meta description, such as star ratings, images, or product details. Rich snippets improve click-through rates by providing more engaging information.
- A metric that measures the revenue generated for every dollar spent on advertising. ROAS is calculated by dividing total revenue by the amount spent on ads, helping marketers evaluate the effectiveness of their ad campaigns.
- A file that tells search engine crawlers which pages or sections of a website they are allowed to crawl or index. It is used to control which parts of a website appear in search engine results.
- A metric that measures the profitability of an investment, calculated by dividing the net profit by the initial cost. In digital marketing, ROI is used to assess the effectiveness of campaigns and strategies.
- A metric that calculates how much revenue is generated on average for each click on a paid ad. RPC helps marketers evaluate the performance of pay-per-click (PPC) campaigns and adjust bidding strategies.
- An automated process where digital ad impressions are bought and sold in real time through auctions. RTB allows advertisers to bid on ad space as it becomes available, helping to target specific audiences more efficiently and effectively.
- A potential customer who has been vetted by the sales team and is deemed ready for direct engagement and follow-up. SQLs are further down the sales funnel and are more likely to convert than Marketing Qualified Leads (MQLs).
- A type of structured data markup that helps search engines understand the content on a webpage. Schema markup enhances the way search engines display information in search results, such as rich snippets, making it more informative for users.
- A type of structured data markup that helps search engines understand the content on a webpage. Schema markup enhances the way search engines display information in search results, such as rich snippets, making it more informative for users.
- The number of pixels displayed on a screen, typically expressed as width x height (e.g., 1920x1080). Higher screen resolutions provide clearer and sharper images, which can affect the display of websites and digital media.
- A software system that searches the web and returns results based on user queries. Examples include Google, Bing, and Yahoo. Search engines are essential for finding content, websites, and information on the internet.
- A form of paid advertising where businesses display ads on search engine results pages (SERPs). Advertisers bid on keywords to appear at the top of search results, helping drive traffic and leads.
- A digital marketing strategy that combines both SEO (Search Engine Optimisation) and SEA (Search Engine Advertising) to increase visibility on search engine results pages (SERPs).
- The practice of optimising a website to improve its visibility and ranking in organic (unpaid) search engine results. SEO involves on-page and off-page tactics like keyword optimisation, content creation, and link building.
- The page displayed by a search engine in response to a query. SERPs contain organic results, paid ads, featured snippets, and other search features, depending on the query and search engine.
- The goal or purpose behind a user's search query. Search intent can be informational, navigational, transactional, or commercial, and understanding it helps marketers optimise content to match user needs.
- The actual words or phrases a user types into a search engine. Search terms guide search engines to return relevant content and help marketers identify keyword opportunities for SEO and paid campaigns.
- A metric that indicates how visible a website is in search engine results. Higher search visibility means the site is ranking for more keywords and appearing in a greater number of search results.
- The number of times a specific keyword or phrase is searched within a given timeframe, usually monthly. Search volume helps marketers gauge the popularity and competitiveness of keywords for SEO and PPC strategies.
- Related or supporting keywords that complement the main keyword for a webpage. These keywords help add context and relevance to the content, improving its SEO potential.
- A comprehensive evaluation of a website's search engine optimisation (SEO) health. An SEO audit identifies technical issues, content gaps, and backlink opportunities to improve a site’s performance in search results.
- A method of organising website content into categories or groups that focus on a specific topic. SEO silos help improve content relevance and internal linking, which can boost search engine rankings.
- The total number of times users interact with a website within a specific timeframe. A session starts when a user lands on a site and ends after a period of inactivity or when the user leaves.
- A metric that measures the visibility of a brand compared to competitors in the same market or advertising space. It reflects how much a brand is dominating its industry in terms of reach, search presence, and advertising.
- An eCommerce platform that allows businesses to create online stores and sell products. Shopify offers various tools for payment processing, inventory management, and marketing, making it popular among small and medium-sized businesses.
- Social media posts that allow users to purchase products directly from the post, often seen on platforms like Instagram and Facebook. Shoppable posts help streamline the buying process and enhance social commerce.
- A web analytics tool, now known as Adobe Analytics, that tracks and analyses website traffic and user behaviour. It provides insights into page views, conversions, and other key metrics.
- A feature within Adobe Analytics that allows users to import additional data into reports, enriching their analysis with custom attributes such as product categories or customer segments.
- Additional links that appear under a website’s main link in search engine results. Sitelinks provide users with quick access to important sections of the website, improving navigation and click-through rates.
- A file or page that lists all the URLs on a website, helping search engines crawl and index the site more efficiently. Sitemaps are important for SEO and ensuring that all pages are discoverable by search engines.
- A design principle where digital elements mimic real-world objects. For example, a digital calendar designed to look like a physical one. While less popular in modern design, skeuomorphism was common in early app and web design.
- A web design element that displays a rotating series of images or content, often placed at the top of a webpage. Sliders are used to highlight key features or promotions and are interactive elements for users to navigate through.
- The practice of saving and sharing web pages on social bookmarking sites like Reddit, StumbleUpon, or Digg. It helps drive traffic and backlinks to a website, improving its SEO performance.
- Online platforms where users create, share, and engage with content. Social media sites like Facebook, Instagram, Twitter, and LinkedIn are key channels for digital marketing, community building, and customer engagement.
- Individuals with large followings on social media who can influence their audience’s opinions or purchasing decisions. Brands often collaborate with influencers to promote products and reach new audiences.
- Metrics like shares, likes, and comments on social media that indicate the popularity and engagement of content. Social signals are believed to indirectly impact SEO by increasing visibility and driving traffic to a website.
- An email delivery failure caused by temporary issues, such as a full inbox or server downtime. Unlike hard bounces, which indicate permanent failures, soft bounces may be retried, and the email could eventually be delivered.
- Unwanted or irrelevant messages sent in bulk, often for promotional purposes. In email marketing and SEO, spam can damage reputation and lead to penalties, including being blacklisted by search engines or email providers.
- A program used by search engines to crawl websites and collect information about their content and structure. Spiders, also known as crawlers or bots, help index web pages for search engine rankings.
- Also known as A/B testing, split testing involves comparing two versions of a webpage, email, or ad to see which one performs better. Split testing helps marketers optimise content and design for conversions.
- An HTML attribute used in image tags to provide different image sources based on screen resolution or device size. Srcset helps ensure responsive images, improving website performance and user experience across devices.
- A security protocol that encrypts data transferred between a user’s browser and a website. SSL certificates are crucial for protecting sensitive information, like payment details, and are a ranking factor in SEO.
- A technology platform that helps publishers sell digital ad space in automated auctions. SSPs are part of the programmatic advertising ecosystem, allowing publishers to maximise revenue from their ad inventory.
- HTTP response codes that indicate whether a webpage request was successful. Common codes include 200 (OK), 404 (Not Found), and 500 (Internal Server Error), providing insights into website performance and troubleshooting.
- Professionally taken photographs available for use under licensing agreements. Stock images are commonly used by businesses to enhance websites, ads, and social media posts without needing custom photography.
- A photograph taken by a professional and sold through online platforms like Shutterstock or Getty Images. Stock photos are used in marketing and web design when original photography is not available.
- Professionally produced video clips available for use under licensing agreements. Stock videos are used in digital content, such as ads or social media posts, to enhance visual storytelling.
- Common words (like "the," "and," "is") that search engines often ignore because they are so frequent and add little value to understanding the content. In SEO, stop words are typically omitted from focus keywords.
- A type of code (usually in JSON-LD, Microdata, or RDFa format) that helps search engines understand the content on a page by organising it into a structured format. Structured data can result in rich snippets and enhanced search listings.
- A separate section of a website that exists under the main domain, often used for specific regions or content types (e.g., blog.example.com or shop.example.com). Subdomains are treated as separate entities by search engines, but they can impact the SEO of the primary domain.
- A keyword or term assigned to a piece of content to help categorise it and make it easier to find. Tags are commonly used in blogs, content management systems, and SEO to improve navigation and searchability.
- A classification system used to organise content on a website. In digital marketing, taxonomy refers to how information is structured, such as categories, tags, and subcategories, which helps improve site navigation and SEO.
- The process of optimising the technical aspects of a website to improve its search engine rankings. This includes optimising website speed, mobile-friendliness, site structure, security (HTTPS), and crawlability.
- A pre-designed layout used to create web pages or content quickly and consistently. Templates are common in content management systems (CMS) and email marketing platforms, allowing for easy customisation while maintaining a consistent look.
- A software tool used to write and edit plain text, often for creating HTML, CSS, or other types of code. Examples include Notepad++ and Sublime Text, which are commonly used by developers and content creators.
- A statistical measure used in SEO to evaluate how important a word is to a document relative to a collection of documents. TF-IDF helps improve content relevance and optimisation by focusing on key terms.
- A collection of design elements, templates, and style sheets that determine the visual appearance of a website. Themes are commonly used in content management systems like WordPress to customise the look and feel of a site.
- Web content that offers little value to users or search engines, such as short articles, duplicate content, or pages with minimal information. Thin content can negatively impact SEO rankings and user experience.
- A social media platform where users create, share, and discover short videos, often featuring music, filters, and special effects. TikTok is widely used in digital marketing for brand promotion, influencer collaborations, and reaching younger audiences.
- A metric that measures how long a user spends on a specific webpage. It is an indicator of user engagement and content relevance, with longer time on page suggesting that the content is valuable to the visitor.
- An HTML element that defines the title of a webpage. The title tag appears in the browser tab and search engine results, making it an important factor for SEO and user click-through rates.
- The initial stage of the marketing funnel, where potential customers become aware of a brand or product. TOFU strategies focus on attracting a broad audience through content like blogs, social media, and SEO.
- The part of a domain name that comes after the "dot," such as .com, .org, or .gov. TLDs help categorise domains based on their purpose or geographic location, such as .uk for the United Kingdom.
- A small file stored on a user’s device that tracks their browsing activity. Tracking cookies are used in digital marketing to gather data on user behaviour, enabling personalised ads, retargeting, and analytics.
- The number of visitors who come to a website. Traffic can be categorised into different types, such as organic (from search engines), paid (from ads), referral (from other websites), and direct (typed directly into the browser).
- A search query that indicates the user’s intent to make a purchase or complete a transaction. Examples include “buy shoes online” or “order pizza delivery,” and these queries are often targeted in paid advertising campaigns.
- A security protocol that encrypts data transferred between a user’s browser and a website. TLS is the successor to SSL and ensures that sensitive information, such as credit card details, is transmitted securely.
- A condition or event that causes an action to occur in digital marketing tools, such as automated emails, pop-ups, or retargeting ads. Triggers are commonly used in marketing automation to personalise user experiences.
- A ranking metric used by search engines to determine the trustworthiness of a website. TrustRank evaluates factors such as backlinks from authoritative sources, site age, and content quality, helping to differentiate reputable sites from spam.
- A social media platform that allows users to share short messages (tweets) of up to 280 characters. Twitter is used in digital marketing for brand promotion, customer engagement, and sharing news and updates in real-time.
- The art and technique of arranging text on a page. In digital marketing, typography influences readability, user experience, and design aesthetics. Choices like font size, line spacing, and typeface play a crucial role in web design.
- Content created by users rather than brands, such as reviews, social media posts, videos, or blogs. UGC is valuable for digital marketing as it fosters trust and engagement, providing authentic insights into a brand or product.
- A backlink that is artificially created to manipulate a website's search engine ranking, violating search engine guidelines. Examples include paid links, link farms, and spammy reciprocal links. Unnatural links can result in penalties from search engines.
- The address of a webpage or resource on the internet. A URL typically consists of a protocol (e.g., https://), a domain name (e.g., example.com), and sometimes a path or query string that directs users to specific content.
- The part of a URL that comes after the domain name, identifying a specific page or post. For example, in "https://example.com/blog-post", the URL slug is "blog-post". SEO-friendly slugs are concise and include relevant keywords.
- The ease with which users can navigate and interact with a website or application. High usability ensures that users can efficiently complete tasks and find information, improving satisfaction and engagement.
- A software tool, such as a web browser or search engine crawler, that interacts with websites on behalf of a user. A user agent sends information to the server, such as the device type and browser version, to ensure compatibility.
- The overall experience a user has while interacting with a website, product, or service. Good UX focuses on making interfaces intuitive, enjoyable, and efficient, leading to higher satisfaction and conversion rates.
- The visual and interactive elements of a website or application that users engage with, such as buttons, menus, and forms. UI design focuses on creating aesthetically pleasing and functional interfaces that support a positive user experience.
- A code added to the end of a URL to track the performance of marketing campaigns in Google Analytics or other analytics tools. UTM codes help marketers understand which sources, mediums, and campaigns drive traffic and conversions.
- Specific tags added to a URL (such as utm_source, utm_medium, utm_campaign) to track the effectiveness of online marketing campaigns. UTM parameters allow marketers to monitor traffic sources and optimise strategies based on performance data.
- A metric that counts the number of distinct individuals visiting a website within a specific timeframe. Unlike total visits, unique visitors count each person only once, regardless of how many times they visit the site during that period.
- A clear statement that explains the unique benefits or value a product or service offers to customers and why it is better than competitors. A strong value proposition highlights how the offering solves a problem or improves the customer’s situation.
- A type of graphic that uses mathematical equations to create images, allowing them to be scaled infinitely without losing quality. Vector files, such as SVG, are commonly used for logos and design elements in digital marketing and web design.
- A specialised search engine that focuses on a specific category or industry, such as travel, shopping, or real estate. Examples include YouTube (video), Zillow (real estate), and Google Shopping (eCommerce). Vertical search helps users find niche content more effectively.
- The process of producing video content for marketing purposes, such as product demos, tutorials, or brand promotions. Video creation can range from simple social media clips to high-production advertisements.
- A digital marketing strategy that uses video content to promote products, services, or brands. Video marketing can increase engagement, build brand awareness, and improve conversions, especially on platforms like YouTube, Instagram, and TikTok.
- The process of optimising video content to improve its ranking in search engine results, both on platforms like YouTube and in general search engines like Google. Video SEO involves using relevant keywords in titles, descriptions, and tags, as well as optimising thumbnails and transcripts.
- A strategy that encourages users to share content quickly and widely, often through social media, resulting in exponential growth in visibility. Viral marketing relies on compelling, shareable content that resonates with audiences.
- The arrangement of design elements in a way that guides users’ attention to the most important information first. In digital marketing and web design, effective visual hierarchy ensures that key messages, calls-to-action, and navigation are easily accessible and prominent.
- The process of using voice commands to search for information online through virtual assistants like Siri, Google Assistant, or Alexa. Voice search optimisation focuses on making content more conversational and answering questions directly to accommodate how users speak their queries.
- A type of hosting service where a website is hosted on a virtual server that mimics a dedicated server environment, providing more control and resources than shared hosting. VPS hosting is often used by websites with higher traffic or specific customisation needs.
- A software application that runs in a web browser, requiring no installation on a user’s device. Web apps provide a more interactive experience than regular websites and are commonly used for services like email, social media platforms, and online tools.
- A service that provides the storage, infrastructure, and bandwidth needed for websites to be accessible on the internet. Web hosting companies offer various hosting plans such as shared, VPS, and dedicated hosting.
- Small graphic symbols used in web design to represent actions, links, or sections of a website. Icons help improve navigation and visual appeal, making it easier for users to understand functions quickly.
- A computer system that stores website files and delivers them to users' browsers over the internet. Web servers process requests for webpages and serve them to visitors, enabling websites to function.
- A live or pre-recorded online presentation, workshop, or seminar, often used for training, marketing, or educational purposes. Webinars allow businesses to engage with their audience in real-time and generate leads through registration forms.
- An image format developed by Google that provides superior compression for images on the web, reducing file sizes without sacrificing quality. WebP is commonly used to improve website load times and performance.
- A single document or piece of content within a website, accessible via a unique URL. A webpage can contain text, images, videos, and other multimedia elements.
- A collection of interconnected webpages hosted on the internet under a single domain. Websites serve as the primary digital presence for businesses, organisations, and individuals.
- A measure of a website's credibility and trustworthiness, often influenced by factors such as backlinks, content quality, and domain age. High authority websites are more likely to rank well in search engine results.
- The regular process of updating, monitoring, and optimising a website to ensure it runs smoothly, stays secure, and performs well. Maintenance tasks include updating software, fixing bugs, and improving speed and SEO.
- The system of menus, links, and buttons that help users move around a website. Good navigation ensures that users can easily find the information they’re looking for, improving user experience and SEO.
- The organisation and hierarchy of a website’s pages and content. A well-structured website makes it easier for search engines to crawl and index, while also improving user experience through logical navigation paths.
- A popular messaging app that allows users to send texts, images, videos, and voice messages, as well as make voice and video calls. WhatsApp is widely used for personal communication and increasingly for business communication through WhatsApp Business
- A strategy that uses WhatsApp to engage with customers, promote products, and provide customer service. WhatsApp marketing includes sending messages, promotions, and updates directly to users through the app, often via WhatsApp Business.
- Ethical SEO practices that comply with search engine guidelines. White hat tactics focus on improving user experience through high-quality content, proper keyword usage, and natural link building.
- The empty space between design elements on a webpage. Also known as negative space, white space improves readability and creates a cleaner, more organised look, enhancing user experience and design aesthetics.
- Small applications or tools that can be embedded into a webpage or blog to display specific content or provide functionality, such as a calendar, search bar, or social media feed. Widgets enhance user experience and add interactivity to websites.
- A Microsoft operating system designed to handle server environments, providing services such as file storage, application hosting, and managing network infrastructure. It’s widely used for running websites, databases, and enterprise-level applications.
- A WordPress plugin that adds eCommerce functionality to websites, enabling businesses to sell products and services online. WooCommerce is highly customisable and supports a wide range of features like payment gateways, shipping options, and inventory management.
- The number of words in a piece of content, such as a blog post or webpage. In SEO, longer content with relevant keywords and detailed information tends to perform better, although quality is more important than quantity.
- A popular open-source content management system (CMS) used to create and manage websites. WordPress is known for its ease of use, flexibility, and a vast library of plugins and themes for customisation.
- A type of HTTP header that controls how search engine crawlers interact with specific pages or files. Similar to the meta robots tag, the X-Robots-Tag can be used to instruct search engines not to index or follow certain content types, such as images or PDFs. It’s often used to control indexing of non-HTML files.
- A flexible markup language used to structure data in a way that is both human-readable and machine-readable. XML is widely used for data exchange between systems, especially in web development and SEO for sitemaps and feeds.
- A file that lists all the important pages of a website, helping search engines like Google and Bing crawl and index the site more efficiently. An XML sitemap provides metadata about each URL, such as when it was last updated and its importance relative to other pages.
- One of the earliest web search engines and a prominent internet portal that provides a range of services, including Yahoo Search, Yahoo Mail, news, finance, and more. While less dominant than Google, Yahoo remains a significant player in search and digital advertising.
- The largest search engine in Russia, also offering a wide range of internet services like email, cloud storage, and maps. Yandex is an important platform for digital marketers targeting Russian-speaking audiences, similar to Google in many other markets.
- Webpages that contain content that could impact a person’s financial stability, health, safety, or well-being. Examples include medical advice, financial advice, and legal information. Google holds YMYL pages to higher standards of quality, and these pages are more heavily scrutinised for trustworthiness, expertise, and authority (E-E-A-T).
- Search engine queries that are answered directly on the search results page, without the user needing to click through to a website. These results often come from featured snippets, knowledge panels, or other search features like instant answers, maps, or calculators. Zero click searches provide users with immediate information but can reduce the traffic to websites since the user doesn’t need to visit a specific page to find the answer.
