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