301 redi­rect (per­ma­nent)

A 301 redi­rect is a per­ma­nent redi­rect that pass­es full link equi­ty (rank­ing pow­er) to the redi­rect­ed page. 301 refers to the HTTP sta­tus code for this type of redi­rect. In most instances, the 301 redi­rect is the best method for imple­ment­ing redi­rects on a website.

302 redi­rect (tem­po­rary)

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

404 bro­ken page

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”.


A/B test­ing

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.

Aban­don­ment rate

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

Ad exchange

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

Ad exten­sions

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.

Ad sched­ul­ing

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

Ad serv­er

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

Affil­i­ate marketing

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.

Anchor text

The click­able text 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.

API (Appli­ca­tion Pro­gram­ming Interface)

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

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

Black hat SEO

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

Bounce rate

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

Broad match

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


Call-to-action (CTA)

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.

Canon­i­cal tags

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

CMS (Con­tent Man­age­ment System)

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

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

Con­ver­sion rate

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.

CPA (Cost Per Acquisition)

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

CPC (Cost Per Click)

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

Cost per mille (CPM)

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 (Cus­tomer Rela­tion­ship Management)

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

CRO (Con­ver­sion Rate Optimisation)

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.


Dig­i­tal Advertising

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.

Dis­play Ads

Adver­tis­ing that 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)

DMP (Data Man­age­ment Platform)

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

Domain name

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. 

DSP (Demand-Side Platform)

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

Dupli­cate content

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

Dwell Time

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.


Earned Media

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.

Engage­ment Metrics

Met­rics used to mea­sure how engag­ing a web­site is. These often include bounce rate, time on site, pages per vis­it, and social shares.

Exact match

Refers to a key­word match type for PPC adver­tis­ing that offers the most spe­cif­ic and pre­cise con­trol over ad targeting.

Eye-track­ing Technology

Tech­nol­o­gy that mea­sures opti­cal move­ment, visu­al atten­tion and point of gaze.


Fea­tured snippet

Also known as posi­tion zero’, the fea­tured snip­pet is an answer box that sits at the top of Google’s SERPs that aims to answer a user’s query by using fea­tured copy from a rel­e­vant site.

First-par­ty data 

Data about your audi­ence that you have col­lect­ed your­self, as opposed to data col­lect­ed by a third party.


A mar­ket­ing strat­e­gy based on fun­nelling’ prospects through mul­ti­ple stages of a cus­tomer jour­ney to reach the end goal of a spec­i­fied conversion.



Refers to the Gen­er­al Data Pro­tec­tion Reg­u­la­tions laws brought in in 2018 to bet­ter pro­tect people’s per­son­al information.


Using a person’s loca­tion to trig­ger a response when a per­son enters or leaves a vir­tu­al­ly fenced area.


A tar­get­ing method that serves con­tent to site vis­i­tors based on their location.

Google Ads

Google’s self-serv­ing adver­tis­ing plat­form lets mar­keters serve ads across Google and part­ner networks.

Google Ana­lyt­ics

A free tool that col­lects data and orga­nizes the data into reports used to show how users inter­act with websites. 

Google Ana­lyt­ics 4 (GA4)

GA4 is the next gen­er­a­tion of Google Ana­lyt­ics which incor­po­rates machine learn­ing to sur­face user insights. It can be used with both web and app prop­er­ties and is now the default ver­sion of Google Analytics.

Google Search Console 

GSC is a free plat­form for any­one with a web­site to mon­i­tor how Google views their site and opti­mize its organ­ic pres­ence. That includes view­ing your refer­ring domains, mobile site per­for­mance, rich search results, and high­est-traf­fic queries and pages.

Google Tag Manager

A free tool that allows you to host a vari­ety of track­ing codes, pix­els, and tags – thus remov­ing the need to rely on devel­op­ers and hard cod­ing of each tag.


Hash­tag (#)

Used on social media plat­forms as an iden­ti­fi­ca­tion of a cer­tain theme or top­ic where­by the sub­ject mat­ter is pre­ced­ed by the hash symbol.


A visu­al sum­ma­ry of how users inter­act with a spe­cif­ic web­page. Heatmaps iden­ti­fy hot spots’ where page aspects have high inter­ac­tiv­i­ty lev­els. This tool is wide­ly used for con­ver­sion rate optimisation.


An inter­ac­tion that results in data being sent to a track­ing solu­tion (i.e. Google Ana­lyt­ics). One ses­sion can include mul­ti­ple hits such as page views, events, or social interactions.


A label attached to a host on the Inter­net, allow­ing an indi­vid­ual serv­er to be identified.



The num­ber of times an ad or list­ing appeared. This does not always mean that a user viewed the ad or list­ing. Mul­ti­ple impres­sions can come from the same per­son if that per­son saw the ad or list­ing more than once. 

Impres­sion Share

A mea­sure­ment of the num­ber of times an ad was shown out of the total num­ber of times it was eli­gi­ble to show. This can help mea­sure how much of the avail­able audi­ence an ad is reaching.

Impres­sion to Con­ver­sion Rate (Imp CVR)

A mea­sure­ment of how often an impres­sion turns into a con­ver­sion, cal­cu­lat­ed by divid­ing the num­ber of con­ver­sions by the num­ber of impressions. 


A method of col­lect­ing, arrang­ing and cat­e­go­riz­ing the infor­ma­tion that crawlers, bots, or spi­ders find on websites.



A pro­gram­ming lan­guage that is com­mon­ly used for build­ing web­site fea­tures that require user interaction.



Pop­u­lar words, terms or phras­es help to opti­mise a site’s rank­ing posi­tion. Key­words also allow paid search adver­tis­ers to bid for ad place­ments as spon­sored links on SERPs.

Key­word research

The process of research­ing words, terms or phras­es around a cer­tain sub­ject to deter­mine their popularity.

Key­word stuffing

An uneth­i­cal, black hat SEO tech­nique that refers to the over-opti­mi­sa­tion of a web­page through exces­sive key­word density.

KPIs (Key Per­for­mance Indicators)

Used to reflect the per­for­mance and suc­cess of an activ­i­ty in rela­tion to the goals orig­i­nal­ly outlined.


Land­ing page

A page on a web­site that serves as a des­ti­na­tion page for users who have clicked through from an advert or link else­where on the web – includ­ing SERPs.

Lead gen­er­a­tion

Lead gen­er­a­tion, the mar­ket­ing process of stim­u­lat­ing and cap­tur­ing inter­est in a prod­uct or ser­vice for the pur­pose of devel­op­ing a sales pipeline, allows com­pa­nies to nur­ture tar­gets until they’re ready to buy.


A lead is some­one who has shown or may show inter­est in your ser­vice or prod­uct offering.

Life­time Val­ue (LTV)

The aver­age amount of rev­enue one cus­tomer will bring to a busi­ness over their life­time. Life­time may be defined as the aver­age time some­one remains a customer.

Link Juice

A slang term used in SEO to describe the val­ue of links point­ing to anoth­er site. 

Link build­ing

The process of get­ting oth­er web­sites to link to yours. The high­er the author­i­ty of the oth­er site, the more valu­able the link.

Local search

The process of util­is­ing a search engine’s data­base of local busi­ness list­ings to tar­get audi­ences based on their spe­cif­ic geo­graph­ic locations.

Long-tail key­word

A key­word phrase that con­tains three or more words. Long-tail key­words are used to tar­get more spe­cif­ic, niche demographics.

Looka­like audience

Used for Face­book adver­tis­ing, a looka­like audi­ence is a pool of prospects who close­ly resem­ble an exist­ing audi­ence. Tar­get­ing a looka­like audi­ence is a good way to reach new peo­ple who are more like­ly to engage with your ads.


Machine learn­ing

It is a sub­set of arti­fi­cial intel­li­gence that refers to an algorithm’s abil­i­ty to learn from pat­tern recog­ni­tion and infer­ence to improve functionality.

Mar­ket research

A planned effort to gath­er infor­ma­tion about tar­get cus­tomer groups (or mar­kets) preferences.

Meta descrip­tion

The copy dis­played under­neath the web­site page link on SERPs.

Meta titles

A meta title is the name of a web page. The meta title helps both search engines and users to under­stand what type of page it is.


Native adver­tis­ing

Native adver­tis­ing is the use of paid ads that match the look, feel and func­tion of the media for­mat in which they appear. They are often found in social media feeds, or as rec­om­mend­ed con­tent on a web page.


An iden­ti­fi­er tag that tells search engines not to fol­low that page or give it any weight in search rankings.


An iden­ti­fi­er tag that tells search engines not to index a spe­cif­ic page.


Organ­ic listing

Also known as nat­ur­al’ search results, organ­ic list­ings are SERP results that are not paid for. Opti­mis­ing organ­ic list­ings is the whole point of SEO.

Organ­ic search

When Google (or anoth­er search engine) is used to dis­play results for a search term. Any non-paid results in the SERPs will be organ­ic results.

Owned Media

Any dig­i­tal plat­form or medi­um that a busi­ness ful­ly con­trols, such as the busi­ness web­site, social media pro­files, and Google My Business.



A quick por­trait of user types used to briefly describe goals and behav­iour used in UX design and mar­ket­ing campaigns.


Per­son­al­iza­tion in dig­i­tal mar­ket­ing focus­es on using user behav­iour and con­text to cre­ate tai­lored con­tent. Advanced machine learn­ing and automa­tion help in deliv­er­ing tai­lored experiences.


An invis­i­ble image file placed on a web­site that is used to pass infor­ma­tion, such as a cook­ie, to a serv­er. Pix­els can be used to deter­mine touch­points with a brand across dif­fer­ent platforms. 

PPC (Pay Per Click)

PPC, or pay-per-click, is an online adver­tis­ing mod­el that involves dis­play­ing ads on search engine results pages, blog net­works, and affil­i­ate web­sites. Every time a vis­i­tor clicks these ads, the adver­tis­er pays a fee.

Pro­gram­mat­ic advertising>

Real-time auto­mat­ed buy­ing of adver­tis­ing through a tech­nol­o­gy platform.


Qual­i­ty score 

A met­ric used by Google to deter­mine the qual­i­ty and rel­e­van­cy of a site based on its ads, key­words and land­ing pages.



Refers to the hier­ar­chy of web­sites on any giv­en SERP. SEO is the prac­tice of opti­mis­ing web­sites to improve their rank­ings and help them reach the top positions.


A method that takes a user to an alter­na­tive page to the one they clicked on. If, for exam­ple, the intend­ed page is out of date for what­ev­er rea­son, the user will end up on a dif­fer­ent page that hous­es an updat­ed ver­sion of replace­ment content.


The method of keep­ing your offer­ing in front of peo­ple who have shown pre­vi­ous inter­est. Also known as retargeting.

Rich snip­pet

Refers to struc­tured data markup that can be added into exist­ing HTML to allow search engines and users to bet­ter under­stand the infor­ma­tion a page contains.


A file cre­at­ed by web­mas­ters that tells search engine crawlers which pages or files the crawler can or can’t request from your site. This is used main­ly to avoid over­load­ing your site with requests; it is not a mech­a­nism for keep­ing a web page out of Google. Learn more about robots.txt.

ROAS (Return On Ad Spend)

A per­for­mance met­ric used to describe the amount of rev­enue gen­er­at­ed from spend­ing on adver­tis­ing. It is cal­cu­lat­ed by divid­ing the rev­enue gen­er­at­ed by the actu­al spend­ing on advertising.

ROI (Return On Investment)

A mea­sure­ment of a busi­ness’ or campaign’s prof­itabil­i­ty. ROI is cal­cu­lat­ed by divid­ing the net prof­it by the cost of investment.

RTB (Real-Time Bidding)

Allows adver­tis­ers to bid for the abil­i­ty to serve ads on a web­page that’s being opened at any giv­en time by any giv­en person.


Schema markup

Code installed on a web­site that helps search engines return rel­e­vant, infor­ma­tive results.

Search query

The words or phras­es users type into a search engine when searching.


The process of divid­ing an audi­ence of poten­tial cus­tomers into groups based on dif­fer­ent char­ac­ter­is­tics or criteria.

SEM (Search Engine Marketing)

Search Engine Mar­ket­ing is an umbrel­la term for dig­i­tal mar­ket­ing prac­tices that aim to increase a website’s vis­i­bil­i­ty in SERPs.

SEO (Search Engine Optimisation)

The process of opti­mis­ing web­sites to increase their rank­ing and vis­i­bil­i­ty in the SERPs. SEO incor­po­rates many dif­fer­ent factors.

Search Engine Rankings

Your search engine rank­ing indi­cates what posi­tion your web­site appears for spe­cif­ic key­words in the SERPs.


A group of user inter­ac­tions per­formed on a site that takes place with­in a giv­en time­frame. A ses­sion starts at a user’s point of entry to a site and ends when they exit that site. Some­times referred to as a vis­it”.


An auto­mat­ed pro­gramme that vis­its or crawls” web sites to col­lect infor­ma­tion about them to under­stand their func­tion and relevance.

SSL Cer­tifi­cate

A small data file that enables encrypt­ed con­nec­tions between a web serv­er and a brows­er to ensure site security.


Third-par­ty data 

As the name sug­gests, it is the data that is obtained from out­side sources.


An instance of inter­ac­tion between a cus­tomer and a brand.

Track­ing code (Track­ing snippet)

A snip­pet of HTML code on a web­site that is used to track data such as user behav­iour and conversions.


UI design UI – or User Inter­face – design 

Refers to design­ing soft­ware for elec­tron­ic devices based on opti­mal usabil­i­ty and user experience.

User-gen­er­at­ed content

User-gen­er­at­ed con­tent is cre­at­ed by a brand’s fol­low­er with the aim of pro­mot­ing that brand. This type of con­tent helps in build­ing trust and user engagement.


In Google Ana­lyt­ics, a UTM code is a text added to the end of a URL. Com­pa­nies can track web traf­fic through this code. Plus, busi­ness­es can see the sources that dri­ve site traf­fic when they add UTM track­ing to social media posts, emails, or oth­er web pages.

Usabil­i­ty testing 

The process of eval­u­at­ing the func­tion­al­i­ty of a prod­uct or ser­vice by get­ting peo­ple to test it.

USP (Unique Sell­ing Point)

USPs are what make your company/​products/​services unique. Unique sell­ing points help you stand out against your competitors.

UX (User Experience)

UX is the con­sid­er­a­tion of user needs. User expe­ri­ence is the core of a suc­cess­ful cam­paign because it deals with appeal­ing to the peo­ple who will vis­it your site.


Ver­sion Control

Ver­sion con­trol is a sys­tem that records changes to a file or set of files over time so that you can recall spe­cif­ic ver­sions lat­er and is used for man­ag­ing changes to com­put­er pro­grams, doc­u­ments, large web­sites, or oth­er col­lec­tions of information.


A video blog.

View-through Con­ver­sion

A type of con­ver­sion in which a user views an ad, but does not click on the ad and lat­er com­pletes a con­ver­sion action.

View-through Con­ver­sion Window

A con­ver­sion set­ting in Google Ads which defines the max­i­mum length of time that a view-through action will still be attrib­uted as a view-through con­ver­sion. As an exam­ple, if the view-through con­ver­sion win­dow is set to 30 days, any con­ver­sion action com­plet­ed by a user who saw an ad but did not click on the ad with­in 30 days of see­ing that ad will be count­ed as a view-through conversion.

Voice Search

Refers to any search query con­duct­ed using voice tech­nol­o­gy. This can be a search on a mobile device or on a smart speak­er such as Ama­zon Alexa or Google Home.



A sem­i­nar that takes place on the Internet.

White hat SEO

Eth­i­cal and pro­fes­sion­al SEO tech­niques that reflect best prac­tice’ mar­ket­ing efforts.


A wire­frame is effec­tive­ly a blue­print of a web­site. Wire­frames are a visu­al rep­re­sen­ta­tion of where con­tent ele­ments will sit on a spe­cif­ic page of a website.



A high­ly valu­able SEO plu­g­in for Word­Press web­sites that helps web­site own­ers to opti­mize their sites for search engines.


Zero Moment of Truth (ZMOT)

The moment at which a buy­er decides he or she is going to make a pur­chase and research­es that purchase.