Technical glossary

We know that marketing & websites can get technical so we’ve put together a few descriptions in layman’s terms. If you think we’ve missed anything, please pop us an email at and we’ll add it to the list!

Used interchangeably with “links” meaning links pointing back to your site from other external domains.
When a user lands on a page but navigates away from the site without interacting with the page.

Percentage of site visitors who bounced.

A semi-fictional representation of your ideal customer, based on market research.

A statement that encourages an immediate response from the person reading or hearing it. They are used in marketing to get your target market to respond by taking an action.

When a user clicks on your result in the search engine results page.

When a user takes the action or reaches the goal that was set by the advertiser.

Percentage of visitors who took the action that you were advertising (i.e. they converted to being customers).

A robot used to automatically scan and discover websites and URLs by following links from one webpage to another.

Cascade Style Sheet is a coding language used to style websites.

A ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing.

The URL that a website lives on, such as

A score given out of 100 that rates the quality of all your backlinks
from other websites.

Used to describe the amount of interaction (likes, comments, shares) that a piece of content receives. Engagement indicates whether your content is resonating with your customers and followers.

HyperText Mark-up Language is a coding language used to build the basics of a website.

When a browser renders that an advert has been loaded in the search engine results or on a social network, i.e. a user has potentially seen that advert.

Marketing efforts to draw visitors in, or earn the attention of potential customers by making the company easy to find online with interesting and helpful content. This can be done naturally by aligning your content with your customers’ interests.

URLs are organised into Landing Page Groups and Categories based on the content of the page: this provides us a way of assessing each section of the site and aids with strategic direction of the account. A Landing Page Group is a more granular view of a Landing Page Category.

The process of identifying possible customers, attracting them and getting their contact details.

The process of optimising your website to generate traffic from location based searching or the local area usually focussed on Google My Business and visibility within Google Maps.

The description of the page that appears in Google search results (grey writing).

Designing and formatting your website so that it’s easy to read and navigate on any mobile device. 

The process of adding necessary data to a website to ensure that it is optimised for search engines.

An internet advertising model where advertisers pay a predetermined amount of money for every time their ad is clicked.

The keyword entered into Google.

A coding format used to publish Structured Data within the code of the page (See also: Structured Data).

An application that searches for, and retrieves, data based on some criteria, especially one that searches the Internet for documents containing specified words. Some search engines include; Google, Bing, Yahoo, Ask Jeeves, Yandex, Baidu.

Search Engine Optimization is a process of increasing the quality and quantity of website traffic by increasing the visibility of a website or web page to users of a search engine.

Search Engine Result Pages are the pages that appear after you make a search in Google or a similar type or search engine.

A visit to the site by a user, times out after 30 minutes of inactivity. A User can trigger multiple Sessions.

A site map is a model of a website’s content designed to help both users and search engines navigate the site. It can be thought of as a list of the pages on a website shown in a hierarchy.

Content in the site code for Google to use in the search results e.g. reviews / ratings / menus / product info.

The title of the page that appears in Google search results (large blue writing).

A visitor to your website, based on the IP address of the device used to visit the website.

The overall experience that a customer has with a particular brand, from their discovery and awareness of the brand through to the purchase, and even advocacy, of the brand.

A score for a keyword or group of keywords based on a model combining keyword search volume and current rank; a higher visibility score means more users seeing the site in search results.


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