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The ever-changing digital ecosystem can be confusing. It’s fair to say that the world of digital marketing is jam-packed with marketing jargon, lingo or any other term you prefer to use. With acronyms and buzzwords flying around all over the place, it can sometimes be difficult to decipher the meaning behind them.

That’s why the Hanabi marketing team has compiled this handy guide of commonly used digital marketing terms which you would like to know to stay ahead of the curve in 2021.

A 301 redirect is a permanent redirect that passes full link equity (ranking power) to the redirected page. 301 refers to the 

 for this type of redirect. In most instances, the 301 redirect is the best method for implementing redirects on a website.

This HTTP status code signifies that the web page a user is trying to reach has been temporarily moved.

404 is an HTTP response code that shows that the page that a user has requested has not been found. It is usually accompanied by a message like “page not found” or “The page you are trying to access does not exist”.

Also known as Split testing is the process of comparing two versions of a web page, email, or other marketing asset and measuring the difference in performance to achieve better results.

An analytics feature that lets you see the percentage of people who began a defined conversion process but did not complete it.

A platform that facilitates ad placement bidding. Effectively an online, automated auction house.

Additional information about your business can be added to ad copy, such as an address, phone number or links to specific pages on your website.

The process of scheduling ads to automatically show at specific times of the day.

An ad server is used to store, manage and display ads to users on a website.

Refers to the process of earning a commission by promoting someone else’s products or services.

The mathematical formula or a set of rules behind systems and programmes to provide users with the most relevant response to their queries.

The clickable text is displayed in a hyperlink that’s usually blue and underlined. The anchor text should give a clear indication of the page or file it’s linking to.

A set of tools and protocols used for building, developing and interlinking software and programmes.

Attribution assigns credit to the marketing source that turned a lead into a customer. Marketing attribution lets you identify crucial touchpoints in the customer journey.

An audience – or target audience – is a specified group of consumers who become the recipients of marketing efforts.

A website’s authority correlates with its popularity. A site’s authority is based on factors like traffic, backlinks and social shares.

The method of controlling or operating processes via automatic means. Many marketing departments automate repetitive tasks such as email marketing, social media posting, and even ad campaigns -- not just for the sake of efficiency, but so they can provide a more personalized experience for their customers.

These are acronyms used to describe who a company sells to. B2B stands for “Business to Business” and refers to companies that sell to other businesses. Meanwhile, B2C or “Business to Consumer” refers to companies that sell directly to consumers.

This is when other websites link back to your website.

Bid modifiers let you make adjustments to bids without altering your campaign’s targeting or ad groups.

SEO strategies consist of unethical and unprofessional techniques such as keyword stuffing, cloaking, and using private link networks.

The percentage of visitors who land on a website but then leave without looking at other pages.

Refers to a keyword match type for PPC advertising that offers the broadest reach and widest range of targeting.

A call-to-action is a text link, button, or image that encourages a website user to visit a landing page and become a lead. Some examples include “Subscribe Today” on website popups or “Download Now” on app websites.

It is a suggestion to search engines that the content on that specific URL is not the master version of the copy.

A content management system (CMS) allows web editors to manage content displayed on a site. WordPress is an example of a content management system.

Content marketing is an ongoing activity, using created content to engage customers. The content is usually valuable and made to influence people's behaviours.

The ratio of users who complete a specific action (such as filling out a form) compared to the total number of users. The conversion rate is calculated as a percentage.

A file used by websites that stores data on a user’s computer based on their activity on the site.

The average amount it costs to acquire a conversion through paid activity.

How much do you have to pay for every click on your advert or link.

Cost per mille (sometimes known as cost per thousand) refers to the amount of money it costs for your post or ad to be seen 1,000 times.

CRM focuses on managing positive interaction and communication with clients to achieve optimal client satisfaction and retention.

The systematic process of using test and learn techniques to identify which aspects help to improve website performance by encouraging more users to take a specific, desired action.

Advertising (paid placements) on any digital platform. This can include social platforms like Instagram, Pinterest & Facebook as well as on search engines like Google or Bing and individual websites.

Advertising is shown on a web page that a consumer is using. Most often in the form of images, banners, video, or rich formats (animations or slideshows)

A unified technology platform used for collecting, organising and activating large sets of data from different sources.

The part of a network address that identifies it as belonging to a particular company or organisation. No two websites can have the same domain name.

A system that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface.

A substantial amount of identical content that features on more than one website or multiple places on the same website.

The amount of time between when a user clicks on a result on the search engine results page and when the user returns to the search engine results page.

Any media exposure that does not come directly from your business. This includes things like shared posts, reviews of your business, or mentions from another site.

Stands for Expertise, Authoritativeness, & Trustworthiness and is used in SEO to describe the quality of a website or content. The term comes from Google’s Search Quality Rater Guidelines.

Metrics are used to measure the performance of the website, campaign or any landing page. These often include bounce rate, time on site, pages per visit, and social shares.

The 2021 Digital Marketing Glossary

Website speed issues and Core Web Vital metrics are high on the priority list for many SEOs and web developers, since Google announced the Core algorithm update set to launch in May 2021. But the latest developments show that this update will focus on much more than just Core Web Vitals. It will focus on the overall user experience and website functionality.

"Google has always prioritised its users' experience. With Core Web Vitals, it aims to take its efforts in enhancing page experience, a step ahead, for its users."

Google

So, where does the Core Web Vitals fit into this? It’s a ranking factor, but 

In this post, you will deep dive and learn about:

What is Google’s Page Experience Update?

How to Improve Website Performance and User Experience?

Tools needed for improving Page Experience

As mentioned above, this announced update is most commonly referred to as Core Web Vitals. However, since Google started to release more information about the additional ranking factors that will play a strong role in addition to Core Web Vitals, the proper name is the Google Page Experience Update.

5 Ranking Factors of the Page Experience Update

Website functionality and user experience are speculated to play a significant role in this update. 

Google categorises this as page experience

, and the following factors WILL influence your website performance and visibility:

Let’s deep dive into all of these five factors and see how they will impact your website once the Page Experience Update Launches.

How to Improve Website Performance and User Experience

Core Web Vitals or CWV are a set of specific factors considered by Google to analyse and rate the overall page experience for a user. From a broader perspective, Core Web Vitals are a small section of many metrics and factors used in sizing up the webpage’s overall UI/UX. Core web vitals comprise of three considerable page speed and interaction metrics, namely:

: LCP for short, measures the loading speeds and performance of a web page. The goal is to have the LCP load within 2.5 seconds or less, as stated by Google.

: FID, for short, measures load responsiveness – the amount of time it takes for the page to respond to the user’s interaction. One hundred milliseconds or less is a good FID score to aim for on your website.

: CLS, for short, measures visual stability and how often users experience unexpected layout shifts on a page. To provide a good user experience, the CLS score should be less than 0.1.

What Should You Do to Improve Core Web Vitals?

Scale images to the correct placement sizing

Apply a content delivery network to the hosting platform

Remove any unnecessary render-blocking resources

With Google shifting to mobile-first indexing and 

mobile devices generating nearly 50% of global website traffic

, a site with poor mobile experience doesn’t stand a chance. Here is what you can do to make your website more mobile-friendly:

Check specific URLs to see if they pass the mobile-friendly test or learn about areas for improvement using tools like 

Ensure your website is responsive and can load well on all big or small mobile devices (tablets included).

Separate buttons, text, and other clickable elements to not sit too close together.

Avoid intrusive ads and interstitials on mobile, this goes hand-in-hand with mobile optimisation. While they may generate sales, they can have the opposite effect on your website’s performance if displayed on mobile devices. With less space than a desktop, these ads and interstitials can become annoying to mobile users and hinder their experience. It can also make it difficult to find the information they want when unexpected pop-ups take over their screen.

Google wants to create a safe browsing experience for users and also help webmasters flag and resolve 

 threatening their websites from malware, deceptive pages, harmful downloads and uncommon downloads. To check for potential issues and alerts, you can use the Security issues report under Security & Manual Actions in Google Search Console. Work closely with your web agency on resolving any issues that hinder the safety of your site & the visitors.

 most websites already made the transition from HTTP to HTTPS, to add an extra security layer to the website and provide a safe browsing experience to the users. This has since become a common SEO practice.

It’s crucial to understand the impact that site migrations can have on website performance. If not done correctly, a website’s traffic and sales can drop significantly. While it’s common to see a drop in traffic in the first few months of any site migration, it can continue to drop if crucial elements were not accounted for upon the launch. Things like major SEO errors present on the site like broken links, broken backlinks, incorrect redirects, and more.


If you haven’t made that switch yet, now is the time! Feel free to contact team Hanabi!


 – A simple tool for determining a web page's mobile friendliness. Identifies mobile usability issues and provides resources on how they can be fixed.

 – Provides reports on the speed of a website for both mobile and desktop devices, as well as a score for each device and opportunities to optimise.

 – analyses a website’s page load speed and provides grades on its performance and custom recommendations.

Google Search Console (Core Web Vitals Report)

 – Google Search Console tools and reports enable you to check indexing status, measure your site’s search traffic and performance, fix issues, and optimise the search visibility of your website.

 in Chrome DevTools – Open-source, automated tool for measuring the quality of web pages. It audits the performance, accessibility and search engine optimisation of web pages.

 – Powered by real user measurement of key user experience metrics, aggregated from users who have opted-in to syncing their browsing history, and have usage statistic reporting enabled.

 – WebPageTest allows you to run a free website speed test from around the globe using real browsers and connection speeds. Includes optimisation recommendations.

As you are evaluating your web pages against these new Page Experience signals, it’s an opportune time to review other vital elements of your website’s SEO, such as on-page optimisation, content depth, internal linking, and more. The best way to do this is through an SEO and content audit.

If you don’t have the time or skills to perform an audit and analyse the data on your own, the Hanabi team is here to help! Feel free to 

"A good page experience doesn’t override having great, relevant content." 

Google

On 19 April 2021, Google announced that the Page Experience Update will be postponed until June. There will be a gradual rollout starting mid-June and is expected to fully rollout by the end of August.

The Google Page Experience Update Explained - Rollout mid-June 2021

Hanabi is a strategic digital agency, helping clients not just build websites, but create brands.

Unlock the full potential of your D2C eCommerce or subscription business. We provide flexible, top-tier technical and strategic leadership, perfectly tailored for brands seeking expert guidance without the full-time salary commitment.

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A robust technology strategy is not just an advantage—it is the foundational backbone for sustainable growth and market leadership. Hanabi provides specialised Technology Strategy and eCommerce Consulting services designed specifically for D2C eCommerce brands, empowering them to make informed technology decisions, navigate digital complexities, and drive continuous innovation.

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Understanding the competitive nature of the business world, we offer the following design and user experience services for engagement and sales.

Web Design

Our favoured platforms are Shopify for e-commerce and Craft CMS for all other websites. However, we are also happy to work with other platforms such as WordPress and Magento.

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