- SEO (Search Engine Optimisation): Enhancing website visibility in search engine results.
- SEM (Search Engine Marketing): Promoting websites by increasing their visibility in search engine results pages (SERPs) through optimisation and advertising.
- PPC (Pay-Per-Click): An advertising model where a fee is paid each time their ads are clicked.
- CTR (Click-Through Rate): The percentage of people who click on an ad or link among those who see it.
- CPC (Cost Per Click): The amount paid for each click in a PPC advertising campaign.
- CPM (Cost Per Mille): The price of 1,000 advertisement impressions on one webpage.
- Conversion Rate: The percentage of users who take a desired action (like making a purchase).
- Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
- Social Media Marketing (SMM): Using social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.
- Email Marketing: Sending commercial messages to a group of people via email.
- Influencer Marketing: A form of social media marketing involving endorsements and product placements from influencers, people and organisations who possess an expert level of knowledge and/or social influence in their field.
- Affiliate Marketing: A marketing arrangement by which an online retailer pays a commission to an external website for traffic or sales generated from its referrals.
- ROI (Return on Investment): A measure used to evaluate the efficiency of an investment.
- KPI (Key Performance Indicator): A measurable value that demonstrates how effectively a company is achieving key business objectives.
- UX (User Experience): The overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.
- CRM (Customer Relationship Management): Strategies, practices, and technologies that companies use to manage and analyse customer interactions and data throughout the customer lifecycle.
- Remarketing/Retargeting: A form of online advertising that enables sites to show targeted ads to users who have already visited their site.
- Landing Page: A standalone web page created specifically for a marketing or advertising campaign.
- Analytics: The discovery, interpretation, and communication of meaningful patterns in data.
- Backlink: An incoming hyperlink from one web page to another website.
- Content Management System (CMS): A software application used to manage the creation and modification of digital content.
- Domain Authority (DA) AKA Domain Rating (DR): A score given by SEO tools mainly based on the backlinks.
- Keyword Stuffing: Overloading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results.
- Meta Tags: Snippets of text that describe a page’s content; they don’t appear on the page itself but only in the page’s code.
- Organic Search: The search results that are earned through effective SEO, not paid for (i.e., not advertising).
- Paid Search: Internet marketing in which advertisers pay a fee each time one of their ads is clicked, essentially buying visits to their site.
- Search Algorithm: A complex system that search engines use to retrieve data from their search index and instantly deliver the best possible results for a query.
- SERP (Search Engine Results Page): The page displayed by a web search engine in response to a query by a searcher.
- Bounce Rate: The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
- Call to Action (CTA): An instruction to the audience to provoke an immediate response, usually using an imperative verb such as “call now,” “find out more,” or “visit a store today.”
- Lead Generation: The initiation of consumer interest or inquiry into a business’s products or services.
- Responsive Design: An approach to web design that makes web pages render well on a variety of devices and window or screen sizes.
- Social Proof: A psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation.
- Viral Marketing: A business strategy that uses existing social networks to promote a product mainly on various social media platforms.
- Webinar: A presentation, lecture, workshop, or seminar that is transmitted over the web using video conferencing software.
- A/B Testing: A randomised experiment with two variants, A and B, which are the control and treatment in the controlled experiment.
- Conversion Funnel: The journey a prospect takes through your marketing and sales processes that ultimately results in a conversion.
- Drip Campaign: A method used in direct marketing to acquire customers through lead nurture programs by sending marketing information to prospects repeatedly over longer periods of time.
- Heatmap: A graphical representation of data where individual values contained in a matrix are represented as colours.
- Inbound Marketing: A technique for drawing customers to products and services via content marketing, social media marketing, search engine optimisation, and branding.
- Anchor Text: The clickable text in a hyperlink that is usually formatted to stand out from the rest of the text, often in blue and underlined.
- Canonical Tag: An HTML element that helps webmasters prevent duplicate content issues by specifying the “canonical” or “preferred” version of a web page.
- Clickbait: Web content with a misleading or sensationalist headline designed to entice readers to click through to the full content.
- Conversion Path: The process by which an online visitor becomes a lead or a customer, typically involving a series of steps, including CTA, landing page, and a form.
- Digital Footprint: The information about a particular person that exists on the Internet as a result of their online activity.
- Engagement Rate: A metric that measures the level of engagement that a piece of created content is receiving from an audience.
- Geotargeting: The practice of delivering content or advertisements to a user based on his or her geographic location.
- Hashtag: A word or phrase preceded by a hash sign (#), used on social media platforms to identify messages on a specific topic.
- Impression: A term used to describe the number of times an advertisement or any other form of digital media appears on a user’s screen.
- Landing Page Optimisation (LPO): The process of improving elements on a website to increase conversions.
- Microsite: A branded content site that lives outside of the company’s homepage and/or brand URL.
- Native Advertising: A type of advertising, usually online, that matches the form and function of the platform on which it appears.
- Open Rate: The percentage of all subscribers who opened an email campaign.
- PageRank: An algorithm used by Google Search to rank web pages in their search engine results.
- Quality Score: A variable used by Google (and other search engines) to determine the quality and relevance of ads and keywords.
- Retargeting: Online advertising that targets users who have previously visited a website with banner ads on display networks across the web.
- Schema Markup: Code (semantic vocabulary) that you put on your website to help search engines return more informative results for users.
- SEO Audit: A process for evaluating the search engine friendliness of a website in a number of areas.
- Tag Management: A system for managing the tracking codes, or tags, used in digital marketing.
- User Generated Content (UGC): Any form of content, such as images, videos, text, and audio, that has been posted by users on online platforms.
- Voice Search Optimisation: The process of optimising your website and content to improve visibility for voice search results.
- White Hat SEO: Ethical SEO practices that adhere to search engine guidelines and involve no deception.
- Black Hat SEO: Unethical SEO tactics that attempt to improve rankings in ways that are disapproved of by search engines and involve deception.
- Evergreen Content: Content that is always relevant and stays “fresh” for readers over a long period of time.
- Google Analytics: A web analytics service offered by Google that tracks and reports website traffic.
- Influencer Outreach: The process of building relationships with influencers to promote a product, service, or content.
- Lookalike Audience: A way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.
- Multichannel Marketing: Marketing that involves interacting with customers via multiple channels, both direct and indirect.
- Programmatic Advertising: Automated bidding on advertising inventory in real time, for the opportunity to show an ad to a specific customer, in a specific context.
- Remarketing Lists for Search Ads (RLSA): A feature that lets you customise your search ads campaign for people who have previously visited your site.
- Social Listening: The process of monitoring digital conversations to understand what customers are saying about a brand and industry online.
- ToFu, MoFu, BoFu: Top of Funnel, Middle of Funnel, and Bottom of Funnel, respectively; used to describe stages in the buyer’s journey.
- User Intent: The goal or intention that a user has when they perform a search on a search engine.
- Viral Content: Content that becomes popular through a viral process of Internet sharing, typically through video-sharing websites, social media, or email.
- Webmaster Tools: A free service offered by search engines that helps you monitor and maintain your site’s presence in search results.
- XML Sitemap: A file that helps search engines understand your website while crawling it – it lists the URLs of a site.
- Yield Management: A variable pricing strategy based on understanding, anticipating, and influencing consumer behaviour in order to maximise revenue or profits.
- Zero Moment of Truth (ZMOT): The moment in the buying process when the consumer researches a product before making a purchase.
- Content Syndication: The process of pushing your blog, site, or video content out into third-party sites, either as a full article, snippet, link, or thumbnail.
- Dynamic Content: Digital content that changes based on the behaviour, preferences, and interests of the user.
- B2B (Business to Business): Refers to businesses that primarily sell products or services to other businesses rather than to consumers.
- B2C (Business to Consumer): Refers to businesses that sell products or services directly to individual consumers.
- Cross-Channel Marketing: Using multiple channels to reach customers with a consistent message, integrating various marketing strategies for a cohesive user experience.
- Customer Persona: Semi-fictional characters based on real data that represent the different user types that might use a service, product, brand, or website.
- Dwell Time: The length of time a person spends looking at a webpage after they’ve clicked a link on a SERP page but before clicking back to the SERP results.
- Email Segmentation: The practice of dividing email subscribers into smaller segments based on set criteria, typically to send more personalised and relevant emails.
- Friction Points: Elements of a website or user experience that disrupt the visitor’s journey, potentially preventing them from completing their desired action.
- Google Ads: An online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users.
- Intent Marketing: Marketing focused on the intention behind potential customers’ actions to tailor content and advertising to meet their immediate needs or interests.
- Lead Nurturing: The process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey.
- Mobile Optimisation: The process of adjusting your website content to ensure that visitors accessing the site from mobile devices have an experience optimised for their device.
- Net Promoter Score (NPS): A management tool that can be used to gauge the loyalty of a firm’s customer relationships.
- Omnichannel Marketing: A multichannel approach to sales that focuses on providing a seamless customer experience whether the client is shopping online from a mobile device, a laptop, or in a brick-and-mortar store.
- PPC Remarketing: A form of online advertising that enables sites to show targeted ads to users who have already visited their site.
- Quality Content: Content that is informative, useful, and engaging to its target audience, often contributing to a positive user experience.
- SERP Features: Elements on Google’s search engine results pages beyond the traditional organic results, such as featured snippets, knowledge panels, and local packs.
- Traffic Acquisition: The process of attracting visitors to a website or other digital property through various channels such as organic search, paid search, social media, and referrals.
- User Persona: A representation of a fictional, generalised user that embodies the characteristics of a significant segment of a website’s target audience.
- Visual Search: An emerging form of search where the input query is an image, allowing users to search using actual images instead of words to find similar images or related content.
- Web Accessibility: The inclusive practice of ensuring there are no barriers that prevent interaction with, or access to, websites on the World Wide Web by people with disabilities.
