Digital Marketing Glossary

Welcome to the Priority Pixels Digital Marketing Glossary! Here you will find useful explanations for most of the jargon used in the Digital Marketing world! From A/B testing to Zoho CRM, our jargon-busting glossary will help you to navigate your way around the digital marketing landscape.

This content was written by one of our copywriters, who had to bug the web development team quite a lot  in order to figure out what most of these words meant. As a result, the glossary should be very easy to read – even if you’ve never used an internet before.

Can’t find what you’re after? Drop the team a message!



A/B Testing

A/B testing (sometimes known as ‘split testing’) is the experimentation phase in your digital marketing campaign.

It is often used for websites and PPC advertising, where elements of your website or advertising campaign will be changed in order to see which elements have the most impact with consumers.

Your web designer or PPC executive will change two or more elements on a web page or within an advertising campaign and run both versions simultaneously. Both versions are shown to consumers at random to determine which version has a lasting impact and drives your chosen metrics.

For instance, if you run a website which allows customers to shop and pay online, but you are finding that you’re losing conversions through an abandoned cart, you may want to have your shopping cart process redesigned to figure out at which point in the process customers are abandoning their purchase.

A web designer may change some elements on the website before randomised testing to determine an effective new layout that minimises instances of an abandoned cart and increases conversions for your business.

In PPC campaigns, a phase of A/B testing may be used to run two campaigns at the same time to determine which elements in the campaign are most powerful. A PPC executive may change one element, such as a slogan or an image (or even audience demographic information) before settling on a campaign which delivers on your chosen metrics.

Above the Fold

Above the fold refers to the content that displays when a user first visits a website and includes everything they see on the screen before they have to scroll down. It is considered the most important part of a web page as should immediately grab the interest of the reader.

Affiliate Link

An affiliate link is used to drive traffic from one website to another.

Affiliate links are usually embedded within a blog or webpage and are an effective way of increasing traffic and domain authority for your website.

Both traffic and domain authority are crucial to your SEO strategy, as they are metrics by which search engines determine page rankings.

Affiliate Marketing

In digital marketing, ‘affiliate marketing’ refers to advertising on a website from another organisation or business.

When you’re reading the news online, you may see that some articles say ‘affiliate link’ at the top. This is usually because a company has paid for article placement. Within the article, there will often be an ‘affiliate link’ which will link to a product or web page.

Placing an affiliate link on another website can be really useful tool in your SEO strategy. Not only can affiliate links increase traffic to your website, but by placing a link on a website with a higher domain authority (scroll down for definition!), you can increase the domain authority of your own website and creep up search engine rankings – enabling your website to be seen by more people, even if they haven’t seen the affiliate link!


Ahrefs is a software suite used by digital marketing professionals to influence and monitor your ongoing SEO strategy.

Using Ahrefs, we can measure the quality of backlinks on your website, determine keywords, track competitors and determine your rank status in order to create a data-driven digital marketing strategy which influences creative decisions.


Everything online is at the behest of the almighty algorithm.

‘Algorithm’ is just a fancy word for a filter which processes content in order to get it seen by the right people.

An algorithm is a set of rules built by a search engine or social media company in order to rank the quality of a website or social media content. The better the quality – the more you’ll get seen.


Social media giants such as Meta and TikTok are constantly changing and improving their algorithm in order to deliver personal content tailored to individual user behaviour.

This can prove tricky for companies looking to build an online presence, as having to keep up with the ever changing algorithm can make it tricky to get your content out to your audience.

Social Media executives will always be ahead of the algorithm, will know how to create content which cuts through and will be ready for when the algorithm shape shifts again.

It can be difficult to see algorithms positively, when we see them as something which creates a barrier between content and audience, but they’re actually incredibly useful for filtering content, so that your products and services can be seen by the right people.

Anchor Text

As part of your SEO strategy, you might create content on your website or an external website to generate traffic to a certain page or product.
This content will feature anchor text, which appears as a clickable hyperlink to direct readers to the page you’d like them to see.
Even if the content on the blog or webpage isn’t directly related to the link you’re trying to create, it is good SEO practice to ensure that the link you create is related to the information that will be found on the link.
For instance, if we wanted to create a link which directed you to one of Priority Pixels brilliant SEO case studies, you can see where the hyperlink for the anchor text would sit within the sentence.
Within an SEO strategy, anchor text is often chosen by doing detailed keyword research in order to determine terms that your business might want to rank for in search engine results, as high quality links to your pages and products will also drive search terms for your webpage.
Anchor text can be longtail or shorttail. Shorttail anchor text consists of one or two words, which drives more general search terms, whilst long tail anchor text is typically 5 – 7 words, and can be used to create more specific search results.


The second layer in the stack is Apache which is an open-source software system for web servers. Sitting on top of the Linux OS, Apache translates what’s typed into a web browser and directs it to the website.

API (Application Programming Interface)

An Application Programming Interface (API) is the software that provides communication between an app and user, creating functions for different events that might be available to the user.

Any ‘click’ on a website is delivered to an API, which delivers it to the webpage which will complete the action.

For instance, if you’re booking flights online via Easyjet’s webpage, you might choose from a series of drop down options such as destination, date and number of passengers.

However, flight search companies such as Kayak will take your search terms and crawl Easyjet’s (and other flight operators’) websites in order to offer a range of relevant and up to date options.

In order to fulfill this task, Kayak will use an API to communicate with different webpages, trawling their databases so that you don’t have to do the hard work.


We’re all familiar with mobile apps – when Apple launched their famous ‘there’s an app for that’ tagline, there wasn’t really an app for everything. Fast forward a decade, and you really can get an app for everything.

Many companies choose to take advantage of an app in order to deliver specific functionality or experiences to a user. It also allows companies to create a more meaningful experience with the consumer, deliver notifications and offer a simplified mobile experience.

For most businesses, an app is never a replacement for a website, but an added tool to engage with audience and offer an alternative user experience.

There are a raft of experienced app developers who can create all kinds of functionality for different needs, from shopping apps to those which run alongside your company’s aims and objectives. For instance, our client The Long Paddle, used an external app developer to create a water safety app as a result of their successful charity campaign.

Apptivo CRM

Apptivo CRM (customer relationship management) automatically embeds forms within your website and generates leads when potential customers provide their contact information. Fully integratable with various other software platforms and apps such as Office 365 and Slack, Apptivo CRM also offers an all-in-one mobile app – so you can access the software from wherever you are.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.


With the option to fully integrate with other customer relationship management platforms (CRM), Avanser allows small and large businesses alike to track and record their phone calls with clients in real time.

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.



B2B= Business to Business

Used to describe any business which sells products and services directly to other businesses.


B2C = Business to Consumer

Used to describe any business which sells products and services directly to consumers.


The backend is where the magic happens!

Everything you can see on a website is controlled by the backend. This is where the server, application and database are found. Together, these components will create the look and functionality of your website.

Backlink Profile

Your backlink profile refers to the quality and quantity of links pointing to your website.

Your backlink profile is crucial to your SEO strategy. When search engines determine how high your website ranks for different search terms, it will crawl the web for ‘backlinks’ to your website.  These are links from other sources which point to your site.

Your backlink profile is decided by the quality, quantity and anchors used to point to your website.

Whilst you will want to ensure that you have as many links as possible, the quality of backlinks also matters. It is vital to ensure that links to your website are from trusted sources and that anchors match your website – which will avoid search engines flagging your site for black hat practices.


Links from one website to another website.

Backlinks are important to a successful SEO strategy. Creating a strong backlink profile will help search engines to determine where your website ranks for different search terms.

Below the Fold

If content on your website is ‘below the fold’, it means that the user has to scroll in order to see it.

When your developer designs your website, they will ensure that the most important content is ‘above the fold’, as engagement with content ‘below the fold’ can often be much lower.

It can be tricky to determine where the ‘fold’ actually is, given that there are thousands of devices with different screen resolutions, your developer will be able to estimate where the ‘fold’ is for the majority of users.

Although the term ‘below the fold’ might seem strange, like many terms we use in digital marketing, the term is taken from the before times when ‘below the fold’ was used by publishers to determine where the most important information would sit on a broadsheet newspaper.

Black Hat SEO

Black Hat SEO practices = Very bad! Avoid!

Black Hat SEO refers to SEO methods which are a little less than savoury.

Black Hat SEO practices may include keyword stuffing (overusing keywords), using link farms (a group of websites owned by the same entity with the sole purpose of providing space for guest blogs) and cloaking (disguising irrelevant material in order to trick search engines to rank your content for popular search terms).

Nothing good ever came easily, and a good SEO strategy is no exception. Employing the services of a black hat SEO provider might seem harmless, but if a search engine finds your SEO practices to violate their terms of service, then you and your website could be penalised. Penalties can include Google logging your page for lower rankings or in extreme cases, delisting your website altogether.

A great SEO strategy is consistent, but just like going to the gym, you won’t get results over night. However, with some planning and consistency, your SEO strategy will lead your website to success. Check out our case studies if you don’t believe us!


A blog isn’t just a place on your website to write your opinions, it’s a powerful component in your SEO strategy; which – if used to it’s full potential – could drive a lot of traffic to your website, create new leads and generate more custom.

Blogging is crucial to a good SEO strategy, and your blog is an area of your website which can offer more information about your business, products and services without having to overload product pages with lots of content.

Blogger Outreach

If you’re looking to create more backlinks to your website or create a better online presence, you’ll want to engage in some blogger outreach.

Create a list of bloggers, content creators and influencers who might be able to help your business to grow. Whether you’re looking for a quality backlink or a collaboration with an influencer with lots of followers, blogger outreach can be a powerful marketing tool for your online business.

Do your research before beginning to contact bloggers!  You should ensure that their brand and tone matches your business and that your products and services will suit their audience.

You can also ask any collaborators for their Google or social media analytics – if you’re paying for collaborations, you want to ensure that there is an audience to see your products!


You can bookmark pages on your web browser in order to easily return to them at another time.

It is even possible to create a ‘bookmarks bar’, which allows you to list your favourite pages across the top of your browser in order to easily navigate back to your most viewed pages.


You might see ‘bots’ as a negative thing. They’re often spoken about in the context of fake social media accounts or annoying ‘chatbots’, but they’re actually very useful.

Quite simply, a bot is just a software application which can run different tasks and emulate human activity.

Gone are the days of frustrating chat bots. A lot of bots are actually pretty sophisticated and can be a real asset in simple online customer service interactions.

Bounce Rate

We’ll often talk about bounce rate when we discuss your web design.

Bounce rate refers to the amount of times a web visitor might view a page and immediately leave.

Having a high bounce rate can affect your search engine ranking, as it could suggest that pages are not useful or informative to visitors.

A high bounce rate could mean that your page isn’t useful – it could also be a sign of it taking too long to load (too many widgets!), or that it’s just not that interesting. Search engines won’t care for the reason of your high bounce rate, so it’s best to assume that you should do everything you can to keep the bounce rate low and keep visitors glued to your web content!


Breadcrumbs are a useful navigation tool to increase customer engagement and reduce bounce rate.

Remember the story of Hansel and Gretl? The clever siblings sprinkled breadcrumbs behind them as they walked, so that they would know the way home from their adventure into the woods. The ploy worked so well that it inspired the name for a secondary navigation tool created by web designers in order to improve user experience.

Breadcrumbs are useful for websites that have a lot of pages and require several steps of navigation for the user. Giving users a trail to follow can ensure that they spend more time on the website, as they can easily retrace their steps. It also means that it is possible to break content into several pages, as users will not feel that the journey is taking so many clicks, as they can easily see their journey back to the home page in one simple click.

Broken Links

Ever clicked on a link that doesn’t lead to a page? That link is broken, it’s a broken link.

Common causes of broken links include:

  • typos
  • deleted pages
  • webpage moved to new url

Always double check your links before publishing!


Chrome, Safari, Firefox, Internet Explorer etc.

(An application that allows you to surf the web)


BuddyPress is a plugin for WordPress which allows you to build online communities from your website. Your developer might use it to build a database or membership portal for your website. BuddyPress will give your website the functionality to allow users to message one another, create online profiles and create conversation threads.

It is most commonly used by organisations which need a ‘members area’, such as schools, sports teams and organisations which may have a physical membership, but would like the option to keep in touch online.



If you’re looking to see an updated version of your website but you’re unable to see any changes, you might hear us say, ‘try clearing your cache!’

The ‘cache’ is a software on your browser  used to gather data. It is made up of temporary files, stored on your computer. When you surf the internet, your browser saves certain information from websites that you have visited to make your browsing experience smoother. These temporary files allow websites to load quicker, as the browser does not need to send for the information again.

You should clear your cache periodically, as your computer will build file of data from different websites that you have visited,  these can fill precious space on your hard drive. Don’t clear your cache TOO often, as this would defeat the point of your browser storing files to enhance your web experience.

Unsure about how to clear your cache? We’ve got a handy guide here.


CallRail offers businesses a fully integrated digital platform called Lead Center that includes call recording and an innovative data analytics suite.

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.


CallSource is driven by user experience. With customer service at the forefront of everything they do, CallSource provide a user-focused call tracking platform that helps businesses and organisations better understand a customer’s journey.

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.


Utilising conversation analytics to drive data-back marketing strategies, for over a decade CallTrackingMetrics’ innovative software has enabled businesses and organisations to trace their phone conversations through call and campaign tracking and use the resulting data to boost their return-on-investment (ROI).

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.

CDN (Content Delivery Network)

A Content Delivery Network is a group of servers strategically placed across the world to quickly deliver internet content.

The CDN uses cached information to reduce bandwidth required by a hosting service, prevent website outages and improve security.

If you’re experiencing slow loading times related to traffic or a lack of bandwidth, you may find that you need to employ a CDN. Bandwidth is the amount of space required to host your website, and as these are often the primary costs for large websites, using a Content Delivery Network can alleviate some of this cost and improve efficiency.

A lot of web hosting services struggle to meet the performance needs of many websites. The CDN does not replace your web hosting service but supports the host service to deliver great website performance.

When configured correctly, a CDN can also protect websites from malicious online attacks.

Click Through Rate (CTR)

Click Through Rate (CTR) is the metric used to describe the number of users who see a link to your website – whether in a newsletter or PPC advertisement – and as a result, choose to click through to your website.

It is a useful metric to measure the success of PPC or email marketing campaigns.

Competitor Analysis

Competitor Analysis is the research conducted into a business’ main competitors. When we’re doing an analysis of your digital marketing strategy, we will identify your main competitors and look at their digital strategy: their web design, social media presence and SEO strategy.

Competitor analysis is a great way of beating the competition! The aim of competitor analysis is never to copy the competition, but to mirror their successful strategies and disregard anything that doesn’t work. You know how the old saying goes… ‘If you can’t beat ‘em…analyse their digital marketing strategy and implement your own creative, data driven solution which drives customers towards your products and services!’ Or words to that effect…


Put simply, conversion is a goal set by you to determine what you would like to achieve from certain actions or campaigns. You might have a number of conversion types within your digital marketing strategy, in order to measure the success of different aspects of your campaign. Conversions are used to measure the conversion rate, which is a measure of success of an advertising campaign or aspect of your digital marketing strategy.

For instance, if you’re looking for more newsletter subscribers from a sponsored social media campaign, your goal might be for users to click on the advertisement and sign up to your newsletter. In this instance, each new newsletter subscriber represents a conversion, and the conversion rate is simply the number of users who have signed up divided by the total number of users who have clicked on to the link.

CRO (Conversion Rate Optimisation)

If a conversion rate is the measure of how many users are completing goals, then Conversion Rate Optimisation is the practice of increasing this percentage. This might be done through analysis of the current conversion rate in order to improve strategies to increase the number of conversions.

In order to optimise conversions, you might consider A/B testing, which allows for two versions of the same page or ad to be used at the same time to determine which aspects are performing best in front of users.

Conversion Rate Optimisation will take some research and analysis, but it is an important part of shifting your digital marketing strategy to ensure you are getting the best return on investment (ROI).


We’ve all been greeted with the pop-up ‘Do you fancy some cookies? Not the delicious kind!’, and clicked ‘Yes, use recommended cookies’ as quickly as possible, whilst muttering something about the website finding itself incredibly funny.

But what are cookies? Not the delicious kind! (sorry…)

Cookies are small files stored by a website, which gather information about users. It’s a way of a website storing your browsing preferences whenever you visit. The website will use cookies to store small pieces of data such as login information, in order to make browsing experience smoother.

Some people worry that cookies are harmful. It is not necessarily the cookies themselves which are harmful, but hackers who can steal information from websites which store user information. If your website is storing customer information, it is essential that this information is properly encrypted and secured.

As far as digital marketing is concerned, cookies are incredibly useful! Not only do they improve user experience, but cookie data can be interpreted to learn more about customer habits and improve services and campaigns. Depending upon the type of cookies used, websites can track how long users spend on certain pages, scroll rate and general browsing habits.

Clear your cache regularly to get rid of cookies from websites that you no longer use, and ensure that your data isn’t being stored unnecessarily. If you’re interested in how websites are using your data, there should be information on their webpage about their cookie policy. Check it out – and delete your cookies if you’re not happy with how your data is being used!

CMS (Content Management System)

A content management system (CMS) is a piece of software that allows users to edit and add content to a website without the need for any knowledge of web development, or knowing how to code.

The content management system stores a website’s basic infrastructure, allowing the user to update and change simple aspects of a website such as text and imagery.

A good CMS makes it easy for any old dunce to edit a website. I’m currently using a content management system right now. As a copywriter, I have very limited knowledge of the development side of what the company does, but the WordPress content management system makes it easy for me to upload copy and images to the website. (That’s as far as I go – I leave the rest to the brainiacs)

Crawl Budget

The crawl budget is the number of pages a search engine, such as Google, will crawl on your website, on any given day. The number remains mostly the same and will depend upon how many pages your site has.

The crawl budget matters to our SEO strategy. In order for a page to rank on Google, it needs to be indexed, and if Google is only crawling six pages a day, but we have created 100 pages of new content – it’s going to take some time for all of the pages to start ranking on Google, which is why it is so important to temper your short term expectations – the best SEO strategies always play the long game!

However, most sites really don’t need to worry about crawl budget as Google’s spiders can get through a lot of pages very quickly. You might be more interested in your crawl budget if your site has a lot of pages, you add a lot of pages in one go, or your website contains a lot of redirects – as redirect chains can eat up your crawl budget.

CSS (Cascading Style Sheets)

The Cascading Style Sheet (CSS) is the language used to change visual aspects on a webpage. It gives developers control over visual style aspects such as the thickness of a border or the padding around text.

Previously, web style was a much more complicated process controlled from within the HTML. CSS made it possible to control every page of a website’s style from within one document. Once all of the style parameters are defined within the CSS document, the style can be applied to every page.

CTA (Call to Action)

Want a creative, data driven solution to your digital marketing needs? Find out more about Priority Pixels here.

Is an (incredibly basic) example of a call to action.

A call to action is usually a line or two of copy which persuades users to perform an action such as clicking through to a webpage in order to reach conversion goals.

A strong call to action can improve conversion rates and gain potential new customers. So what are you waiting for? Find out how we could transform your digital presence today!


DA (Domain Authority)

Domain authority is a very simple way of understanding how much weight your domain carries with search engines. Whilst a good domain authority won’t directly affect your website’s rankings, it will improve visibility to other users.

Domain authority is ranked out of 100 and this score can be affected by a number of factors: outbound and inbound links (quantity and quality), the amount of content on your website, social media presence and visibility on other online platforms.

Every new website has a domain authority of 1 – which is why it is so important to keep your web presence consistently active from the get go.

Want to find out more about Domain Authority? We’ve got a great blog post here.


Delacon offers an industry-leading call tracking software solution that seamlessly integrates with a range of market-leading platforms such as Google Ads and Zapier. With powerful features such as data and speech analytics, call recording and innovative reporting tools, Delacon can optimise your marketing initiatives and measure the success of your marketing campaigns.

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.


If your business looking for high-quality leads and an increase in revenue, DialogTech may be for you. DialogTech offer a modern and innovative digital platform that can create a better user experience for your customers, generate more leads and increase your overall return-on-investment (ROI).

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.

Direct Traffic

When a user visits a site directly – without clicking a link from another website. Direct traffic can be generated by typing a URL directly into a browser or browsing from a bookmark. Google defines it as traffic that ‘has no information about referral’.

Higher direct traffic could mean that your tracking isn’t set up properly in Google Analytics. Direct traffic is generally considered annoying for analysts as there is little to no way to interpret data if there is no known source.

Display Advertising

An online advertisement which uses image, copy and a website URL so that users can click through to a page and find out more about a product or service. Display ads are typically found as banners at the top of webpages or in the sidebar. Display ads are commonly used on social media and within certain apps.

DNS (Domain Name System)

The Domain Name System (DNS), translates domain names from their readable human form into a machine readable IP address. For example: might become

Domain Name

Your computer connects to a websites server via an IP address, which is a long string of numbers. A domain name is a friendly version of this IP address, so that users can easily remember and identify a website. You need both a domain name and hosting for your website to work.


A free, open source Content Management System which can be used by developers and non-developers to create and manage different types of websites. Drupal has been around even longer than WordPress, but lacks the market share because it is often considered to be more technical and not as accessible to those who lack web development skills.

Drupal is often used for more complex projects, and in 2020, it improved accessibility for those with little to no knowledge of web development.


Evergreen Content

Evergreen content can remain on a site forever and will not go out of date. In order to maintain a sustainable SEO strategy, it is important to create rich evergreen content which does not need to be updated. A rich catalogue of evergreen content can improve your search ranking, position your brand as an industry leader and continually drive traffic to your site without the need to regularly refresh the page or blog on which the content sits.

It is important to ensure that evergreen content is well researched for topics and keywords, as it can be a powerful tool in your digital marketing strategy.

External Link

The opposite to an internal link. External links are any link on a website which points out towards another domain. For instance, this external link will take you to a great cat video.


First Contentful Paint

The first sign that a webpage is loading. The First Contentful Paint is the moment at which the browser loads any text, non-white canvas, image, video or vector graphics. It is tied to your website’s load speed, and is an important metric to understand the quality of the user’s experience. A low score, and therefore a speedy FCP indicates a positive user experience.


On Social Media, when a user chooses to see another user’s content in their feed, this is called a ‘follow’. The more ‘followers’ an account has, the more users will see this account’s content in their feed –  your social media strategy should include steps towards growing your follower count organically.


Freshworks is a CRM (customer relationship management) platform. Freshworks makes it easy for businesses to exceed the expectations of both their clients and their employees. The platform can be fully customised to the needs of your needs with over 1000 custom apps available.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.


Opposite to backend. This refers to the part of the website seen by the user.

Code is developed in the backend of the website and the result is seen by the user at the frontend. When you visit,  you are looking at the front end of the website.

Full Stack

The whole of the system: frontend AND backend. A full stack developer has an in depth knowledge of both of these areas – they are both the chef AND the waiter. Not only can they code and build everything that the user doesn’t see, but they are also well versed in the frontend user experience.



Advertising targeting an audience based on their location. For instance, an e-commerce business that only ships to the United Kingdom would ensure that their Google Ads are geo-targeting people within the United Kingdom, as it would be a waste of ad spend to advertise their business to customers in countries where they do not ship.

Geo-targeting makes use of customer location data – whether via recent check ins or by active location services being available on their device.

Google Analytics 4

The current version of Google Analytics. Allows you to track and measure data across websites and apps.

Google PageSpeed

A helpful device from the Google toolbox, Pagespeed is a dedicated site performance checker. It’s simple but offers a good starting point to flag up any existing issues. By testing the page URL, Pagespeed will highlight potential CSS or Javascript issues as well as images that need optimising.

Visit Website

Google Partner

A company recognised for being outstanding in the field of digital marketing. Google describes Google Partners as those who have proven experience of: “maximising client campaign success, driving client growth by maintaining client campaigns and demonstrating Google Ad skills through certifications”

…and Priority Pixels is proud to be a Google Partner!

Google Universal Analytics

A previous version of Google’s analytics software. This has now been replaced by Google Analytics 4.

Guest Post

A post on an external website with the sole purpose of providing a link to another website.

Guest posts are often written by an external copywriter looking to use the domain authority of another website in order to create more inbound links for a client.

Websites with good domain authority will often receive requests to host content on their site. Whilst there is nothing wrong with doing this, you’ll want to make sure that the tone and product being promoted does not conflict with the aims of your own website and that it is well written and researched, as you (the website owner) will be penalised by Google for any guest content that is illegal or plagiarised – which could affect your own domain authority.



# – this symbol.

Used on social media as a way of grouping topics of conversation, images or themes in order for users to quickly find what is useful to them. Attributing hashtags to posts will provide better visibility outside of those accounts which you follow. For instance, you might take a video of a silly cat and hashtag #funnycatvideo – this will allow the video to be seen by anyone looking for funny videos of cats under this hashtag.

Header Tags

Used to separate headings and subheadings on a web page.

When formatting text on a website, it is important to use header tags rather than simply using formatting such as bold and changing the font size, so that Google understands where key information sits on the page and can rank information accordingly.


The first page of a website. This is the first page a customer would see. It should be striking, easy to navigate and there should be an obvious route back to the homepage either from logos or a menu.


Hosting allows individuals and businesses to display their websites on the Internet. Websites are made up of various files containing the code and databases needed to display the website correctly on a users browser. These files are stored on computers called servers. Servers are kept on 24 hours a day, 365 days a year to ensure your website always remains online.

HTML (Hypertext Markup Language)

This is the universal language used to create websites. HTML is made up of symbols and codes which when inputted into a file, will tell the internet how to correctly display elements such as text and images on a webpage.


HTTPS is a security protocol used by most web browsers. If a website URL is preceded by https (ie. https//, this indicates that the website is using an SSL certificate, and any information and data passed from your computer to the website is encrypted by the server.


Perhaps one of the best known CRM (customer relationship management) software platforms, HubSpot offers a fully integrated interface with full visibility into your sales activity. Offering a number of innovation features and solutions the platform aims to arm businesses with the tools they require to easily generate leads and transform them into conversions.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.


A trusted WordPress development plug-in, Hummingbird is a pro performance and optimisation tool to keep your site running as fast and efficiently as possible. With this in place, you’ll see an increase in page loading times, potentially higher search rankings and happier site visitors.


A link to a webpage, which when clicked will take you to the destination. Hyperlinks can appear as the address for the webpage (ie.  or can be embedded in documents, text, images or videos to easily navigate to the target webpage, like this.



An impression is a metric used to describe the moment a piece of information such as an advert renders on a user’s screen.

An impression is not action based, so it doesn’t necessarily rely on the user engaging with the advert, but indicates that it has potentially been seen. Understanding impressions may be useful to a brand trying to build brand awareness.

By interpreting the data, it may be possible to see how many impressions a user experiences before they decide to engage.


A page has been indexed once it has been crawled by Google. Once this has happened it can then be included in Google Search results.


An influencer is a term used for someone who has a lot of followers on social media. Influencers have provided brands with a new way of marketing products outside of traditional media. Harnessing the power of influencer marketing could offer your brand a new advertising channel and has the potential to drive sales to an entirely new market of customers who follow and trust the influencer.

Influencer marketing can be expensive. Do your research before approaching influencers to ensure that they have active and engaged followers and to fully understand how they can enhance your digital marketing strategy.

Inbound Link

A link on another webpage that points to your site. Having a lot of inbound links from trusted webpages with good Domain Authority will tell Google that your website is to be trusted and can indirectly improve your search ranking.


Insightly’s CRM (customer relationship management) platform aims to deliver a world class experience and foster long lasting customer relationships. Built to nurture business growth and integrate easily with your existing website, Insightly gives businesses everything they need to create a full picture of their customers – from hello to delivery “and beyond”.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.

Internal Link

A link on your site which points to another page on your site. Click here for an excellent example of an internal link.



JavaScript is a language used by developers to create interactive elements on a webpage.

JavaScript is embedded in code to create dynamic elements which engage a user. For instance, when you clicked the drop down to reveal what JavaScript is, JavaScript was responsible for creating this interactive dropdown element.

It is also used for image carousels, animation, playing audio and video and much more.


Joomla is a Content management system used to build websites and other applications. Just like WordPress and Drupal, it is free and open-source.


jQuery is a JavaScript library that helps users to easily add interactivity to their website without having to build JavaScript from scratch.



Keywords are ideas and topics that define what your content is about. They are also words which users might type into a search engine to find the content they are looking for.

If I was looking to buy a new pair of shoes, I might type into Google “black leather boots”. Although this is a phrase, it is still considered to be a keyword.

Keywords are important to your SEO strategy and PPC campaigns.

Keyword Density

A metric to define the number of times a keyword occurs in a piece of content such as a blog or webpage.

Keyword Research

The practice of attempting to define which keywords are being used by your target audience. Ongoing keyword research is fundamental to an ongoing SEO strategy and might be used to determine blog topics, design menus and create PPC campaigns, amongst other things.

Keyword Stuffing

Keyword stuffing is the practice of overusing keywords in a piece of content, such as a blog. It is often adopted by Black Hat SEO practices as a way to trick Google into giving a page a higher ranking. It is widely regarded as bad practice and is taken into account when Google applies negative rankings.

Knowledge Graph

A knowledge graph is a huge database of information.  Google introduced the knowledge graph to keep users on the Search engine and avoid a monopoly on information.

Rather than visit third party sites, users can see answers to their questions within the Google Search Engine. These answers often appear above other search results, in a drop down formation which provides the user with answers to their question, as well as a link to the website to find out more.

Google creates the knowledge graph by pulling information from trusted, knowledgeable websites. Creating content which Google can use as part of the knowledge graph is considered to be great for SEO, as it is another way of getting your website in front of your target audience. This is why we might use FAQ sections on websites as part of a dynamic SEO strategy.


LAMP Stack

LAMP is an acronym and typically consists of four essential software components: a Linux operating system, an Apache HTTP server, a MySQL database system, and PHP programming language. All of these elements sit in layers and support each other.

Less Annoying CRM

As the name suggests, Less Annoying CRM is a simple yet efficient CRM (customer relationship management) platform that aims to smoothen and optimise a customer’s journey. It’s the cost-effective, accessible approach to customer relationship management.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.


The first layer in every LAMP stack, Linux is a free and open-source operating system that creates the foundation for the stack model with everything else running on top of it.


Majestic SEO

An analysis tool used by SEO Executives for backlink research.


Marchex provides businesses with award-winning conversation intelligence that can transform data insights into actions. Their innovative platform can optimise the sales performance of your business and create a better user experience for your customers.

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.

Marketing Automation

Marketing automation is the process of using software to perform simple marketing tasks without the need for human interference.

For instance, you might schedule a welcome email to be sent automatically to anyone who signs up for a newsletter, or a survey for previous customers to receive shortly after they have bought a product. Marketing automation will allow you to gather and interpret data generated about your customers and implement it in a way which can nurture leads and create repeat custom – with little to no interference from you or your team.

Meta Description

The meta description is the information that appears below your web title in search results. It doesn’t affect your search ranking, but provides extra information for a user, which will influence whether they click on your page.

Meta Title

This is the title displayed when your page is found in search engine results. It appears above the meta description. It won’t affect your ranking factor but a catchy, keyword driven meta title will attract more clicks – which means more traffic – which will affect your ranking.

Micro Data

This is extra information included within the code of the website to help search engines to better understand the content on a webpage.

When looking at a website’s overall SEO health, we might check whether we need to add extra micro data to help Google to crawl a page to provide it with a better ranking.

Mobile-First Indexing

Mobile First Indexing refers to Google using the mobile version of a webpage over the desktop version to index and therefore rank a webpage – this is why it is so important that your website is optimised for mobile.

Page experience is becoming one of the most important ranking factors for Google, so if your mobile web users aren’t having a good experience, then Google won’t be ranking your website as highly as it could.

However, not all websites are currently under Google’s mobile-first indexing, and after several delays from Google, it is still unclear as to when all websites will be indexed in this way, but it is best to be prepared and ensure that your website is optimised for mobile.


The third layer is MySQL which holds database information looked at by scripts when building websites. MySQL is used by most database-driven platforms.



NAP stands for Name, Address and Phone number.

This is fundamental information for your customers to know who you are, where you’re based and how to contact you.

If this information is not consistent, not only will it make for a terrible user experience for those trying to contact your business, but you could also be penalised by Google in search rankings.

NAP is really important to SEO and is a driving factor in local SEO strategy, so whilst it seems basic, it is also incredibly important and easy to fix.

You should also claim your Google Business Profile – and ensure that this information is consistent with any NAP information on your website!

Negative Keyword

Negative Keywords are used within PPC campaigns to tell Google which keywords are not useful to your product or business.

For instance, if you were a veterinary practice, you might make “general practice” a negative keyword, as you do not treat humans and it would be a waste of ad spend to market your services to those looking to cure themselves rather than their cat.


‘Nofollow’ is a setting used on a hyperlink, used to show Google that it shouldn’t use the link in search engine rank calculations.

It is used to show Google that the link is not an endorsement of the target site (the link included in the hyperlink), and was originally set up to reduce spam on blogs, where black hat SEO sharks might post links to blogs with a good domain authority.

Links are set up as nofollow by default. It is easy to change this via the CMS of your website if you are looking to create links as part of a link building strategy.


noindex is included in web page HTML code to tell search engines not to index a page. This means that the page does not appear in search results, will not be ranked and is only able to be visited directly or via the webpage itself.


Offsite SEO

This is anything that contributes to a search engine optimisation strategy that doesn’t take place on your website. Examples of offsite SEO might be guest blogging or influencer marketing.

Onsite SEO

Any SEO activity that takes place on your website. This could  include anything from blogging, creating an FAQs section, cleaning up your website’s code or streamlining navigation.

There are lots of ways to undertake onsite SEO, which is why the best SEO strategies are ongoing and consistent.


Opensource refers to software which is user generated, publicly available and able to be modified by anyone.

Organic Traffic

This is traffic directed to your webpage which has not come from paid sources such as PPC advertising.

Organic traffic comes from sources such as search engines and direct links.

SEO focusses on improving organic traffic.

Outbound Link

An outbound link is a link which points away from one website to another, like this link from our website to The Guardian’s Sports page.

They are often used within blogs to build a sense of authority and provide context.


Page Builders

These are programmes which allow anyone to build a responsive website using a variety of plugins.

Whilst page builders make it easy for anyone to create a website, they do not necessarily provide flexibility to integrate good SEO practices and the overuse of plugins can cause websites to run slowly, resulting in poor user experience.

If you are looking for a quick fix for a simple website and your budget is limited, then a page builder is ideal. However, it is worth remembering that options for personalisation will be limited, you will not be able to take full advantage of search engine optimisation, and if you ever want to make fundamental changes to a website, your developer will have to start from scratch.


PayPal is a fast and secure online payment system. If you are an e-commerce business, you can use PayPal to give customers the option of using a safe, well known method of making purchases online.


One of the better performance monitoring tools, Pingdom gives deep data on how your site is performing out in the real world. Delivering real-user monitoring, page speed testing, server response times, and downtime, Pingdom immediately highlights anything that could be slowing you down.


Pipedrive is the first CRM (customer relationship management) platform designed by salespeople, for salespeople. It’s a fully integrated sales platform built for the sole purpose of nurturing growth and growing revenue. Instead of focusing on the sale itself, Pipedrive helps businesses focus on the actions that get them there.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.


The fourth and final layer of the LAMP stack is PHP. A server-side programming language widely used in web development that contains HTML which is how your site is coded.


Plugins are programmes which provide enhanced functionality to your website without having to build code from scratch. For instance, there are a variety of video plugins which allow users to watch video from scratch without having to leave your website.

E-Commerce businesses might use a plugin such as WooCommerce to enhance a user’s shopping cart experience, so that customers don’t have to leave the initial site in order to make payment.


A portal is a type of website, or an area of a website that provide personalised access via a login. Schools for instance might build a portal for parent access, which allows parents and carers to view important information related to their child’s education, such as term dates or school reports.

PPC (Pay Per Click)

PPC stands for pay-per-click. It’s an effective type of internet marketing where a business or marketeer working on behalf of a client will pay a small fee every time an ad is clicked on. You will only pay for your marketing if your ad is clicked on. Essentially, PPC is a way of buying visits to your website, in addition to driving organic traffic.

Find our more

PR (PageRank)

This is Google’s algorithm to determine where a page ranks on the search engine. It takes into account many different factors, which can be positively influenced by good SEO practices.


When a website moves to a new server or a new domain is registered, a new IP address is created. Every DNS server in the world must register this change and record the new IP address. Whilst this process takes place, the website will not be accessible to users. The process of propagation can take between 24-48 hours.


Quality Score

In GoogleAds, a quality score determines how Google ranks the quality and relevance of your ads. It is used to determine the cost-per-click (CPC) and then multiplied by your maximum bid to determine your ad rank during auction.


A query is anything written into a search engine box.


Remarketing Ads

Ads which are sent to customers after they visit your website without making a purchase. This might be done for instance via email marketing or placement in sidebars on other websites.

Rich Snippets

Rich snippets are normal Google search results with extra data displayed. In order to get your search result displayed as a rich snippet, you should pay attention to micro data and structured data, allowing Google to better read your site information and crawl to create rich snippets.

ROAS (Return on Ad Spend)

You will get a good idea of your ROAS by ensuring that you are collecting rich user data on GoogleAds and via your website.


Robots.txt is a text file web developers create to instruct web robots (typically search engine robots) how to crawl pages on their website. The robots.txt file is part of the the robots exclusion protocol (REP), a group of web standards that regulate how robots crawl the web, access and index content and serve that content up to users.

ROI (Return on Investment)

Financial return from investing in an asset or spend for your business.


Salesforce CRM

Another popular and well-known CRM (customer relationship management) software platform is SalesForce. Their platform, Customer 360, aims to provide valuable insights into every aspect of a customer’s journey – from lead to loyalty. With customers expecting more these days, SalesForce aims to better support businesses and their employees with plenty of innovative apps and features.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.


Schema is a shared language which allows search engines to read exactly what your website pages are trying to convey. This allows search engines to crawl websites more effectively and create more comprehensive search rankings.

Google, Bing, Yahoo and other search engines agreed on this vocabulary that could be embedded in webpages to create a universal language recognised by all major search engines.

SERP (Search Engine Result Pages)

A list of search results returned by a search engine in response to a query.


An online programme that allows users to undertake comprehensive keyword research and access data useful to influencing search ranking and PPC campaigns.

Smush Pro

Large images are one of the biggest culprits for slow sites. Smush Pro, another pro-level WordPress plug-in, scans every image across your entire site, then optimises and resizes them in super quick time. The results will save you space and give your site a huge performance boost.


Online payment processing software that allows businesses to handle online transactions from a number of sources including debit, credit card, digital wallet and a number of other solutions.


A new domain that is purchased as an extension to your original domain. This subdomain might provide a good way of splitting your website into separate sections for a different purpose such as a shop, or for a new audience, without having to lose the overarching brand.


Technical SEO

Technical SEO refers to an aspect of SEO which includes any onsite maintenance which could improve your search ranking.

It is often undertaken by developers at the instruction of SEO Executives. They will consider crawling, indexing, rendering and website architecture to improve user experience.

Find out more about technical SEO here.

Title Tags

The title of a webpage given in a search result listing.


Web traffic is the volume of visitors to a website.

Trust Flow

A metric provided by Majestic SEO which measures your site’s trustworthiness based on quality.


Twilio is a top provider of cloud-centric call tracking software. The company prides itself on offering simple tools and solutions to even the trickiest of conundrums through their unique call tracking platform Voice, that allows businesses to create solutions around their existing operations.

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.


UI (User Interface)

This is the point at which human and computer interaction occurs. A UI designer will focus on creating a user interface which is easy and appealing to use.

UI includes screens, buttons, toggles, icons, and other visual elements of a website, app or programme.

URL (Uniform Resource Locator)

This is a URL:

User Intent

A goal or intention held by a user when using a search engine. User intent is now overtaking keywords as a dominant ranking factor for search engines.

User Journey

How a user naturally navigates through a website. The goal of web designers is to make this journey as interactive, interesting and simple as possible.

UX (User Experience)

The experience of the user of a website or programme. A UX designer is tasked with creating the best, most interesting user experience possible in order to keep users engaged and happy.


Voice Search

Voice search is becoming an increasingly popular way of searching. Users search for terms using speech rather than typing their query into the search bar, which has implications for SEO practices.


W3C Markup Validation Service

A tool to check the quality of pre-HTML5 HTML and XHTML documents.

Validation is important, because it ensures that code is technically correct and compliant with HTML specifications.


WhatConverts provides expert lead and call tracking for marketing agencies and their clients. Their software is trusted by pay-per-click (PPC) and search engine optimisation (SEO) specialists, who use collected data to grow value for their clients.

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.

White Hat SEO

White Hat SEO = GOOD GUYS!

The opposite of Black Hat SEO, White Hat SEO refers to practices that are above board and recognised as being the ‘proper’ way of conducting SEO practices.

Search engines will reward White Hat practices. Although it may seem as though it takes some time to influence change, rather than cutting corners, White Hat SEO practices will reward your business in the long run.


An application that enables a user to perform a function. A widget is different to a plugin, in that it is visible to a user.

Calendars, event countdowns, calendars and clocks are all examples of widgets.

Adding a lot of widgets to your site will cause loading time to increase and could affect user experience.


With a vow to tame inbound phone leads, WildJar help large and small businesses alike successfully reduce the costs of customer acquisition and boost their return-on-investment (ROI).

If you’d like to know more about call tracking apps read our guide “What are the Best Call Tracking Software Apps?“.


An e-commerce plugin for WordPress which can turn a website into an online shop. It is popular with small and large businesses alike and is enjoyed by developers for simple, customisable and user friendly design.

At the backend, e-commerce businesses can enjoy an inventory and tax management, secure payments and shipping integration.


WordPress is probably the most popular content management system in the world. It is a free, open source CMS which is beloved by designers and content managers alike. (not that we’re biased…)

Workbooks CRM

Workbooks CRM (customer relationship management) unites your business operations under one single, easily-access umbrella. It gives you and your employees a full 360 degree view of your customers. Built with the user experience in mind, Workbooks helps to build lasting, profitable relationships.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.


XML Sitemap

An XML file is a common type of sitemap and is essentially a list of your website’s URLs. Acting as a kind of roadmap of your website, an XML file essentially points search engines such as Google and Bing to the most important pages on your website. XML files are especially useful for large websites that may have archives or use lots of media-rich content such as videos and images.

If the pages on your website are linked properly, then search engines will be able to discover your website and index it regardless of whether or not you have a sitemap. In saying that, we would recommend getting an XML sitemap. One reason for having a sitemap is for the purpose of getting your website indexed quicker, which increases the likelihood of your website getting ranked in SERPs.


Yoast SEO

An SEO plugin for WordPress. It helps content managers and developers to keep an eye on the SEO metrics whilst creating and editing a website.


YSlow is an open-source extension that sits inside common web browsers to analyse web pages and provide a rating on their speed. It provides suggestions and feedback on where time and performance savings can be made to improve page load times.

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Zendesk is a CRM (customer relationship management) platform. Built specifically to boost sales and improve customer interactions and relationships, Zendesk makes it easier than ever to organise and prioritise leads. The platform is fully automated, and essentially eliminates the hassle of time-consuming admin work by unifying your workspaces and existing platforms into one easily accessed interface.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.

Zoho CRM

Zoho CRM is the “gold standard” for customer relationship software. Their CRM platform aims to connect businesses with their customers – wherever they are. Fully automated and packed full of innovative features, the Zoho CRM platform gives businesses access to real-time reports and insights for the purpose of empowering them to implement data-driven, customer-centric strategies.

If you’d like to know more about CRM’s read our guide “The Best CRM Software for 2022“.


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