1. 301 Redirect: A technique for guiding website visitors from one web page to another; it’s crucial for launching a new website and notifying Google about page name changes.
2. 404 Error: Commonly referred to as “404 Page Not Found,” this error indicates that the page or resource you’re trying to access cannot be located. Typically, it means the page has been either deleted or moved.
3. A/B Testing: An optimization method that divides a list into two segments and sends a different email version to each half to determine which variation converts best.
4. Affiliate Marketing: A strategy in which businesses reward individual affiliates (people or organizations outside the business) for bringing in new customers or visitors through ads or content on the affiliate’s website. Affiliates receive payments or product discounts based on the number of customers they generate.
5. Alt-Text: Also known as ‘Alternative Text,’ this is a concise written description of an image, which is then read to users who cannot view the image. This enhances a website’s accessibility.
6. Anchor Text: The text that is linked, indicating what a user will see on the linked page if they were to click it. This provides context to both users and search engines regarding where that link will take them.
7. Backlink: When one website hyperlinks to another website using HTML href code. Backlinks are a significant factor used by Google in determining organic rankings.
8. Behavioral Targeting: Delivering advertising to individuals who are likely to be receptive to your message based on past web behavior, such as purchases or visited websites.
9. Bounce Rate: The proportion of website visitors who depart without exploring any other page or taking any action.
10. Brand Awareness: The level of awareness others have about your brand and what transpires after you introduce your brand to the world.
11. Brand Personality: A set of human characteristics ascribed to a brand. A successful brand enhances its brand equity by maintaining a consistent set of attributes expressed throughout all its content and communications, appealing to a specific consumer segment.
12. Brand Recognition: The elements used to establish brand recognition, such as logos, brand colors, brand fonts, and more. This work is conducted before introducing the brand to the public.
13. Branded Resources: Content that delivers value to consumers, potentially featuring brand-related products or services. An example is ‘How-To’ blogs.
14. Bread Crumbs: Links located at the top of a webpage that aid page visitors in better understanding their location within the website. These links often appear as: Home > Services > Specific Service.
15. Business To Business (B2B): Companies that sell their products or services to other businesses.
16. Business To Consumer (B2C): Companies that sell their products or services directly to individual consumers.
17. Buyer Persona: A representation of your ideal consumer created based on existing consumers and market research.
18. Call to Action (CTA): A Call to Action, often presented as a word or phrase, serves to motivate the end-user to undertake a specific action. This typically involves clicking a button or following a stylized link.
19. Canonical Tag: The Canonical Tag is a piece of code that informs search engines about the preferred page when two URLs share similarities or are duplicates. It is most frequently used when a website has products or content accessible via multiple URLs.
20. Cascading Style Sheets (CSS): Cascading Style Sheets (CSS) is a language for styling and formatting the appearance of a document written in a markup language like HTML. This includes defining elements such as colors, layout, and fonts.
21. Churn Rate: Churn Rate represents the net percentage of customers lost by a business within a specified time frame. For instance, if a company began with 100 customers last quarter and lost 50 customers during the same period, their churn rate would be 50%.
22. Click-Through Rate (CTR): Click-Through Rate (CTR) measures the percentage of individuals who, after viewing a search result, advertisement, or email, proceeded to click through to your website. (CTR = clicks / impressions)
23. Click-To-Open Rate (CTOR): The Click-To-Open Rate (CTOR) assesses the effectiveness of the content within your email. It is calculated by dividing the number of unique clicks by the number of unique opens.
24. Cohort: A Cohort refers to a group of individuals, such as users, customers, or prospects, who share the same or similar characteristics. For example, any website visitor who fills out a form but does not convert may be categorized as a “non-converters cohort.”
25. Content Management System: A Content Management System (CMS) is a web application designed to assist in the creation and management of user-friendly websites.
26. Conversational & Brand Building Content: Conversational and Brand Building Content is content that promotes user engagement and contributes to the desired brand image.
18. Call to Action (CTA): A word or phrase employed to motivate the end-user to undertake a specific action, often accomplished through a button or another stylized link.
19. Canonical Tag: A small piece of code that communicates to search engines the preferred page when dealing with similar or duplicate URLs. This tag is frequently utilized when you have products or content that can be accessed via multiple URLs.
20. Cascading Style Sheets (CSS): A language for defining the visual presentation of a document written in a markup language like HTML. This includes aspects such as colors, layout, and fonts.
21. Churn Rate: The net percentage of customers lost by a business within a given timeframe. For instance, if a company started the last quarter with 100 customers and lost 50 customers in the same period, their churn rate would be 50%.
22. Click-Through Rate (CTR): The percentage of people who viewed a search result, ad, or email and subsequently clicked through to your website. (clicks / impressions = CTR)
23. Click-To-Open Rate (CTOR): Measures the effectiveness of your email content. It is calculated by dividing the number of unique clicks by the number of unique opens.
24. Cohort: A group of individuals (e.g., users, customers, prospects) who exhibit identical or similar characteristics. For example, any visitor to your site who fills out a form but does not convert could be labeled as a ‘non-converters cohort.
25. Content Management System: A web application created to facilitate the creation of user-friendly websites.
26. Conversational & Brand Building Content: Content designed to stimulate user interaction and reinforce the desired brand image.
29. Conversion: The accomplishment of a predetermined objective. It is commonly used to monitor the number of website visitors who have been “converted” into paying customers, although sales are not always the chosen metric.
30. Cookie: A small piece of data transmitted from a website and stored on the user’s device. Cookies assist the user’s device in retaining useful information, such as a shopping cart, visited pages, or form field data.
31. Cost Per Acquisition (CPA): The expense associated with obtaining what is defined as an ‘acquisition.’ This may involve obtaining a lead, securing a free trial, or acquiring a new customer—sometimes expressed as the cost per conversion.
32. Cost Per Click (CPC): The amount paid on an advertising platform for each click in a Pay-Per-Click campaign.
33. Cost Per Thousand Impressions (CPM): The cost incurred on an advertising platform for every one thousand times people see your advertisement. CPMs can vary from $0.50 on certain ad networks to over $200 for prominent content websites or specialized target audiences.
34. Cost To Acquire A Customer (CAC): Primarily used in Software-as-a-Service (SaaS) businesses, it is computed by dividing the marketing cost (which may encompass media spending or media spending along with the fully loaded cost of team members) by the number of paying customers.
35. Customer Lifetime Value (CLTV) or Lifetime Value (LTV): An estimate of the net profit value attributed to the entire future relationship with a customer.
36. Drip Marketing: A series of pre-written communications sent to prospective or existing customers at predetermined intervals to guide them through your sales funnel.
37. Dynamic Content: Website messaging customized for each unique visitor. For instance, a new visitor might encounter a different Call to Action (CTA) compared to a frequent visitor.
38. Dynamic Retargeting: An advanced form of retargeting that involves displaying ads to users who have previously visited your website. These ads include images and details about the specific item they viewed.
39. Email Automation/Autoresponders: A feature that allows you to send out automated messages to your customers at specific times, such as when a subscriber joins your email list, takes action on your website (like downloading an e-book), or adds an item to their shopping cart but doesn’t complete the purchase.
40. Engagement Rate: The number of interactions—such as likes, clicks, comments, and shares—a piece of content receives.
41. Evergreen Content: Content, whether it be a video, blog, social post, etc., that remains relevant and interesting regardless of when or in what context the content is viewed.
42. Favicon: A small icon image, often a company logo, that appears in the title bar or tab of a web browser. It serves as a visual identifier of the website in browser tabs.
43. Friction: Aspects of your website that lead to confusion, frustration, or dissatisfaction for visitors and result in them leaving your site.
44. Geo-Targeting: The ability to target potential clients based on their physical location.
45. Hashtag: A phrase beginning with the symbol “#” used in social media to tag content for users to discover. Including hashtags in a post allows users to find that post when searching for that topic.
46. Hypertext Markup Language (HTML): A standardized system for marking up text files to achieve font, color, graphic, and hyperlink effects on web pages. Essentially, it instructs a web browser on how to display a webpage.
47. Impression: A term used in PPC (Pay-Per-Click) advertising that signifies how many times an ad was displayed.
48. Javascript: An object-oriented scripting language commonly employed to enhance the dynamism and interactivity of HTML pages.
49. Key Performance Indicators (KPIs): Measurable data used to assess the effectiveness of a marketing campaign. They are highly valuable for making informed decisions.
50. Keyword Stuffing: The practice of overloading a webpage with keywords in an attempt to manipulate a site’s ranking. This is considered poor practice and should be avoided.
51. Keyword: A word or a group of words that a user employs to execute a search on a search engine or search bar.
52. Landing Page: A single web page serving as the destination for a click on any ad or search engine optimized search result. The primary objective of this page is to prompt a specific action, such as generating a lead, making a sale, or facilitating a download.
53. Lead: An individual or organization with an interest in your offerings who confirms their interest by completing a contact form.
54. Long-Tail Keywords: Precise three- or four-word phrases used by potential customers when searching for your product or service. These are often easier to rank for in search engines and can account for a significant portion of a website’s traffic.
55. Marketing Funnel: A concept involving guiding customers through a series of planned events or actions represented in the shape of a funnel. At the top of the funnel, the focus is on attracting users to your website, while further down, users download resources, sign up for your email list, and ideally, become paying customers.
56. Meta Description: An HTML tag employed to describe the content of a landing page, typically consisting of 140-160 characters.
57. Meta Tag: Concealed portions of code on your website that help dictate how your site appears in search engines. This includes providing the “title” and “description” that display in Google and informing search engines about your business type and product offerings.
58. Open Rate: The percentage of total subscribers who open a specific email campaign. For general newsletters (with the same message for every subscriber), open rates typically range from 20% to 40%, while segmented emails (tailored to specific actions or attributes) can achieve open rates of 50% to 80%.
59. Page Speed: The time it takes for a web browser to load all the content on a particular landing page of a website. Also known as load time.
60. Paid Search: Also referred to as Search Engine Marketing (SEM), Paid Placement, or Pay Per Click (PPC), paid search allows advertisers to pay for placement in Search Engine Results Pages (SERP) for specific keywords or phrases. It is often associated with platforms like Google Ads and Facebook Ads.
61. Promotional Content: Content that promotes products, special offers, or deals directly related to sales.
62. Quality Score: A numeric rating assigned by Google AdWords to ads and campaigns based on factors such as ad quality, ad relevance, and landing page experience. Generally, higher quality scores allow ads to appear higher on search engine results pages.
63. Rankings: The position at which a website appears in search engine results. A site’s ranking can fluctuate over time for various search terms or queries.
64. Reach: A metric associated with the digital content you publish. Unlike impressions, reach represents the total number of individuals who view your content.
65. Really Simple Syndication (RSS): A method for users to monitor updates from multiple websites (e.g., news sites, blogs) in one place, rather than manually checking each site individually. An RSS Feed is a place where all updates are consolidated for easy viewing.
66. Remarketing: Also known as retargeting, it involves displaying paid ads to customers who have previously visited your website.
67. Responsive Design: Web design that adapts and is optimized for each specific device a user may employ to view your content.
68. Retention Rate: The net percentage of customers retained by a business over a specified time period. For instance, if a company began the last quarter with 100 customers and lost 10 customers in the same period, their retention rate would be 90%.
69. Return on Ad Spend (ROAS): The gross revenue generated for every dollar spent on advertising. (revenue from ad campaign / cost of ad campaign = ROAS)
70. Return on Investment (ROI): A broader measure than ROAS, it indicates the multiple of value generated for every dollar spent, encompassing expenses like people, hardware, software, and advertising. ROI is typically expressed as a multiple, such as a campaign yielding a 7x ROI (meaning the business received 7 times the value of the investment).
71 Sales Funnel: The sequence of experiences a prospect undergoes from the marketing funnel to the point of making a sale. Stages in the sales funnel may encompass contemplation, decision-making, and post-purchase engagement.
#72 Schema Markup: A piece of code added to a page’s HTML to assist search engines in understanding your website’s content and information.
#73 Search Engine Results Page (SERP): The page displayed by a web search engine in response to a user’s query.
#74 Search Intent: The motivations or objectives that lead someone to enter a query into a search engine.
#75 Search Term: A word or combination of words entered into a search engine to look for specific information. Also known as a search query.
#76 Sitemap: A list of web pages on your site that enables search engines like Google and Bing to identify the site’s structure, order of importance, and how to navigate it effectively.
#77 User Experience (UX): How a user perceives their interaction with a system, such as a website, web application, or desktop software. UX significantly influences factors like conversion rates and the time users spend on a site or application.
#78 User Interface (UI): The design and layout of elements within an information device that a user interacts with. This encompasses display screens, keyboards, and user interfaces of applications and websites.
#79 User-generated Content: Content created by your customers about your company or industry that you can share within your community.
#80 Visual Hierarchy: The organization of design elements on a landing page to guide the user’s eye in consuming each element in order of intended importance.