Glossary
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Glossary of terms
Glossary Index
- A/B Testing
- Ad Rank
- Adobe Marketo
- Ahrefs
- Anchor Text
- Asana
- Average Order Value (AOV)
- B2B Marketing
- Bounce Rate
- Buffer
- Call to Action (CTA)
- Canva
- Cart Abandonment Rate
- Click-Through Rate (CTR)
- ClickUp
- Comparison Keywords
- Content Silos
- Conversion Funnel
- Conversion Rate (CR)
- Cost Per Acquisition (CPA)
- Cost per Click (CPC)
- Customer Lifetime Value
- Customer Satisfaction Score
- Domain Authority (DA)
- Email Click Rate
- Enterprise SEO
- Expired Domains
- Featured Snippet
- Form Completion Rate
- Google Ads
- Google Analytics
- Heatmap
- Hootsuite
- HubSpot
- Impressions
- Keyword Rankings
- Landing Page
- Largest Contentful Paint (LCP)
- Lead Conversion Rate
- Local Pack
- Long-Tail Keywords
- Mailchimp
- MailerLite
- Mobile Traffic Ratio
- Moz
- Net Promoter Score
- Open Rate
- Organic Traffic
- Page Load Time
- Pages per Session
- Paid Traffic
- Pillar Pages
- Programmatic Advertising
- Quality Score
- Remarketing
- Responsive Design
- Retargeting
- Return on Ad Spend (ROAS)
- Revenue per Visitor
- Salesforce
- Schema Markup
- Search Engine Results Page (SERP)
- Search Intent
- SEMrush
- SERP Features
- Slack
- Social Engagement Rate
- Social Media Reach
- Social Proof
- Sprout Social
- Time on Page
- Trello
- User Experience (UX) Signals
- User-Generated Content (UGC)
- Website Traffic
- WordPress
- YMYL (Your Money or Your Life)
A/B Testing
A method of comparing two versions of a webpage, email, or ad to determine which performs better. A/B testing is used to optimise campaigns and improve conversion rates.
Related to:
CRO, User Behaviour, Web Design
Ad Rank
A metric used by Google Ads to determine the placement of your ad in the search results. It is influenced by bid amount, Quality Score, and expected impact of ad extensions.
Related to:
Google Ads, PPC
Adobe Marketo
Marketo is a robust marketing automation platform that supports email marketing, lead nurturing, and campaign management. It’s designed for B2B marketers who need advanced tools to generate and manage leads. Marketo’s analytics provide deep insights into campaign performance, helping marketers optimise strategies for maximum ROI.
Related to:
CRM, Email Marketing, Tools
Ahrefs
Ahrefs is a powerful online software suite designed to support digital marketers, SEO professionals, and businesses in improving their search engine optimisation (SEO), content marketing, and website analysis efforts. Founded in 2010 by Dmitry Gerasimenko, Ahrefs has established itself as a trusted tool for analysing website performance, conducting keyword research, monitoring backlinks, and understanding competitors’ online strategies. Renowned for its vast database and intuitive interface, Ahrefs has become a staple in the SEO industry. It is widely used by individuals, agencies, and businesses of all sizes to gain actionable insights into their online presence and make data-driven decisions to boost … read more
Anchor Text
The clickable text in a hyperlink. Using relevant and descriptive anchor text helps improve SEO by signalling to search engines the content’s relevance to the linked page.
Asana
Asana is a project management tool that helps teams organise and execute tasks. Marketers use Asana to create content calendars, plan campaigns, and collaborate across departments. With features like task assignments and progress tracking, Asana ensures teams stay on schedule and aligned.
Related to:
Collaboration, Project Management, Tools
Average Order Value (AOV)
The average amount spent each time a customer places an order.
Related to:
E-commerce, Google Analytics
B2B Marketing
Marketing strategies specifically aimed at selling products or services to other businesses. B2B marketing often focuses on long sales cycles, relationship building, and content that addresses business needs, such as whitepapers, case studies, and webinars.
Related to:
Lead Generation
Bounce Rate
Bounce rate is a digital marketing metric that measures the percentage of website visitors who land on a page and leave without taking any further action, such as navigating to another page, clicking on a link, or engaging with other elements on the site. It is an indicator of single-page sessions, where the visitor exits the site without triggering any additional requests to the server. How Is Bounce Rate Calculated? Bounce rate is calculated as the number of single-page sessions divided by the total number of sessions on a website, expressed as a percentage. The formula is: Bounce Rate = … read more
Related to:
Engagement, Google Analytics, SEO, User Behaviour
Buffer
Buffer is a social media management tool that allows marketers to schedule posts, analyse performance, and manage multiple accounts from a single dashboard. With its intuitive interface, Buffer supports platforms like Facebook, Twitter, Instagram, and LinkedIn. It’s ideal for small teams and businesses looking to streamline their social media efforts and improve engagement.
Related to:
Social Media, Tools
Call to Action (CTA)
A prompt designed to encourage users to take a specific action, such as “Sign Up Now,” “Download the Guide,” or “Learn More.” CTAs are essential for guiding conversions.
Related to:
CRO, Engagement, Web Design
Canva
Canva is a graphic design platform that provides tools for creating social media graphics, presentations, posters, websites, and more. It was founded in 2013 by Melanie Perkins, Cliff Obrecht, and Cameron Adams in Perth, Australia . Canva is known for its user-friendly drag-and-drop interface, which makes design accessible to everyone, regardless of their skill level. Canva operates on a freemium model, offering both free and paid plans. The platform includes a vast library of templates, fonts, images, and design elements that users can customize to create professional-looking designs. Canva also offers collaboration features, allowing teams to work together on projects … read more
Related to:
Content, Social Media, Tools
Cart Abandonment Rate
Percentage of shopping carts that are abandoned before purchase completion.
Related to:
CRO, E-commerce, Google Analytics, User Behaviour
Click-Through Rate (CTR)
Click-through rate (CTR) is a key performance metric in digital marketing that measures the percentage of users who click on a specific link or call-to-action (CTA) after seeing it. CTR is most commonly used in contexts such as paid advertising, email marketing, and search engine optimisation (SEO) to assess the effectiveness of ads, links, or search results in driving user engagement. How is Click-Through Rate calculated? CTR is calculated by dividing the number of clicks a link receives by the number of impressions (times the link was shown), then multiplying the result by 100 to express it as a percentage. … read more
Related to:
Email Marketing, Google Ads, Google Search Console, PPC, Social Media
ClickUp
ClickUp is an all-in-one productivity platform designed to manage tasks, track time, and collaborate with teams. It’s highly customisable, making it suitable for managing marketing projects, tracking campaign performance, and automating repetitive tasks. Integrations with popular tools further extend its functionality.
Related to:
Collaboration, Project Management, Tools
Comparison Keywords
Search phrases used by users evaluating different options, such as "ERP vs CRM" or "Best ERP software for SMEs." These keywords often target users in the consideration stage of the funnel and are excellent for driving high-intent traffic.
Content Silos
A website structure strategy where related content is grouped into clusters, with internal links connecting them. This helps establish topical authority, improves SEO, and creates a better user experience by making content easier to navigate.
Conversion Funnel
A visualisation of the user journey, from awareness to conversion. The funnel typically includes stages like awareness, consideration, and decision, helping marketers tailor content and campaigns to guide users through each step effectively.
Related to:
CRO, Lead Generation, User Behaviour
Conversion Rate (CR)
The percentage of users who take a desired action, such as making a purchase, filling out a form, or subscribing to a service. It’s a key performance metric for campaigns.
Related to:
CRO, Google Analytics, PPC, SEO
Cost Per Acquisition (CPA)
A key PPC metric that measures how much it costs to acquire a customer or lead. It helps advertisers track the efficiency of their campaigns and calculate ROI, focusing on the actual cost of achieving conversions.
Related to:
CRO, Google Ads, PPC
Cost per Click (CPC)
A PPC metric that calculates the amount you pay each time a user clicks on your ad. It’s crucial for managing budgets and determining the ROI of paid campaigns.
Related to:
Google Ads, PPC, ROI
Customer Lifetime Value
The total worth of a customer to a business over the whole period of their relationship.
Related to:
ROI
Customer Satisfaction Score
Measurement of how satisfied customers are with your product or service.
Related to:
Branding
Email Click Rate
Percentage of email recipients who clicked on one or more links in an email.
Related to:
Email Marketing, Engagement
Enterprise SEO
SEO strategies tailored for large-scale websites or organisations with vast content and complex structures. It focuses on improving rankings for high-competition keywords, addressing technical SEO challenges, and maintaining consistency across large teams and multiple domains.
Related to:
SEO
Expired Domains
The practice of buying expired domains involves acquiring domain names that were previously registered and used but have since lapsed and become available for purchase. These domains often come with a history of backlinks, traffic, and authority that were built up during their previous ownership. SEO professionals purchase such domains to leverage their existing "link equity" (the SEO value of their backlink profile) and gain an advantage in search engine rankings. Once the domain is acquired, it can be "resurrected" in a few ways: Rebuilding the Original Website: Re-creating the site’s original content and structure to maintain its relevance and … read more
Related to:
SEO
Featured Snippet
A highlighted box at the top of a Google search result that provides a concise answer to a query, often pulled from high-ranking content. Optimising for snippets can increase visibility and traffic.
Related to:
SEO
Form Completion Rate
Percentage of visitors who complete and submit a form.
Related to:
CRO, Lead Generation, User Behaviour
Google Ads
Google Ads is the go-to platform for running pay-per-click (PPC) campaigns. It enables businesses to create highly targeted ads that appear on Google’s search results and partner websites. With options for keyword targeting, retargeting, and detailed performance tracking, Google Ads is essential for businesses aiming to drive traffic and conversions.
Google Analytics
Google Analytics is a powerful web analytics tool that tracks website traffic, user behaviour, and conversion rates. It enables businesses to measure the performance of marketing campaigns, understand user demographics, and optimise user experiences. With real-time data, marketers can make data-driven decisions to improve their website's performance and ROI. It’s essential for any marketer serious about tracking digital success.
Related to:
Email Marketing, Google Analytics, PPC, SEO, Social Media, Tools
Heatmap
A visual representation of how users interact with a webpage, showing where they click, scroll, or hover. Heatmaps help identify UX issues and optimise for better engagement.
Related to:
CRO, User Behaviour
Hootsuite
Hootsuite is a social media management platform that helps businesses schedule, track, and analyse social media activity across multiple networks. It includes features for monitoring brand mentions, managing ad campaigns, and generating performance reports. With team collaboration tools, Hootsuite is suitable for small businesses and large enterprises alike.
Related to:
Social Media, Tools
HubSpot
HubSpot is a leading inbound marketing platform offering tools for CRM, email marketing, content creation, and lead generation. Known for its user-friendly interface and powerful marketing automation features, HubSpot helps businesses attract, engage, and delight customers. It integrates seamlessly with other tools and offers in-depth analytics. Its free CRM is a game-changer, allowing businesses to manage pipelines effectively and nurture leads.
Related to:
CRM, Email Marketing, Tools
Impressions
The total number of times an ad, post, or piece of content is displayed to users, regardless of whether it is clicked. High impressions indicate good visibility but don’t guarantee engagement.
Related to:
Google Ads, Google Search Console, PPC, Social Media
Keyword Rankings
Position of website pages in search results for specific keywords.
Landing Page
A standalone web page designed for a specific marketing campaign. Its primary goal is to convert visitors by encouraging them to take a desired action, like filling out a form or making a purchase.
Related to:
CRO, Lead Generation, Web Design
Largest Contentful Paint (LCP)
LCP stands for Largest Contentful Paint, and it's a key performance metric in Google's Core Web Vitals framework. LCP measures the time it takes for the largest visible element on a webpage to fully render within the viewport (the part of the page visible to the user) after a user starts loading the page. Why is LCP important? LCP focuses on user experience, specifically on how quickly a webpage feels ready and useful to the user. If the largest element (e.g., a hero image, headline, or block of text) loads quickly, the user perceives the page as loading fast—even if … read more
Lead Conversion Rate
Percentage of leads that convert into customers.
Related to:
CRO, Lead Generation, PPC, SEO
Local Pack
The box that appears at the top of Google’s local search results, featuring a map and three local business listings. It is influenced by factors like proximity, relevance, and reviews, and is key to driving local business traffic.
Related to:
SEO
Long-Tail Keywords
Highly specific search phrases that target niche audiences. These keywords often have lower search volume but higher intent, making them ideal for driving highly qualified traffic and conversions. They are especially effective for smaller businesses competing against big brands.
Mailchimp
Mailchimp is an all-in-one marketing automation platform primarily designed to help businesses, especially small to medium-sized enterprises (SMEs), manage and communicate with their audiences via email marketing. Over the years, it has evolved into a broader marketing tool, offering features for email campaigns, audience management, analytics, and even website design. What Mailchimp is For At its core, Mailchimp is a platform for: Email Marketing – Designing, sending, and tracking email campaigns to engage customers and promote products or services. Audience Management – Storing and managing customer contact data, segmenting lists based on behaviour or demographics, and personalising content for specific … read more
Related to:
Email Marketing, Tools
MailerLite
MailerLite is an email marketing platform that offers a clean, easy-to-use interface for creating email campaigns. It includes features like automation, A/B testing, and integrations with other tools. MailerLite is ideal for small businesses looking for an affordable email marketing solution without sacrificing functionality.
Related to:
Email Marketing, Tools
Mobile Traffic Ratio
Percentage of website traffic that comes from mobile devices.
Related to:
Google Analytics, Traffic, User Behaviour
Moz
Moz. Moz is a prominent name in the field of search engine optimisation (SEO), offering a suite of tools and resources designed to help businesses improve their online visibility and rank higher on search engine results pages (SERPs). Founded in 2004 as a small consulting firm in Seattle, Moz has grown to become a globally recognised platform that serves businesses, marketers, and SEO professionals alike. Its offerings include software, educational resources, and a robust online community, all aimed at demystifying SEO and making it more accessible. A brief history of Moz. Moz, initially launched as SEOmoz by founders Rand Fishkin … read more
Net Promoter Score
Index measuring customer likelihood to recommend your product or service.
Related to:
Branding
Open Rate
Percentage of email recipients who open a specific email.
Related to:
Email Marketing, Engagement
Organic Traffic
Website visitors who arrive through unpaid search engine results. Generating organic traffic is a key objective of SEO and content marketing strategies.
Page Load Time
The time it takes for a page to fully display its content.
Related to:
User Experience
Pages per Session
Average number of pages viewed during a single user session.
Related to:
Engagement, Google Analytics, SEO, User Behaviour
Paid Traffic
Visitors who land on your website through paid advertising campaigns, such as PPC ads on Google, social media ads, or display ads.
Related to:
Google Ads, PPC
Pillar Pages
In-depth, comprehensive pages that act as the central hub of a content cluster. They link to and from related subtopics, helping to organise content, establish topical authority, and improve SEO through strategic internal linking.
Programmatic Advertising
An automated method of buying and optimising digital ads in real-time, using AI to target specific audiences with high precision. It allows for efficiency and scale across multiple platforms, often using real-time bidding.
Related to:
Artificial Intelligence, Google Ads, PPC
Quality Score
A Google Ads metric that measures the relevance and quality of keywords, ads, and landing pages. A high Quality Score lowers costs and improves ad placements.
Related to:
Google Ads, PPC
Remarketing
A digital advertising strategy that targets users who have previously visited your website or interacted with your content, helping to increase conversions and retention.
Related to:
Google Ads, PPC, User Behaviour
Responsive Design
A web design approach that ensures a website functions and looks good across all devices, from desktops to mobile phones. It’s critical for user experience and mobile SEO.
Related to:
SEO, User Experience, Web Design
Retargeting
A PPC strategy that displays ads to users who have previously interacted with your website, products, or services. By re-engaging these users, retargeting helps drive them further down the funnel, increasing the likelihood of conversions.
Related to:
Google Ads, PPC
Return on Ad Spend (ROAS)
The revenue generated for every pound spent on advertising.
Related to:
Google Ads, ROI
Revenue per Visitor
Average revenue generated per website visitor.
Related to:
E-commerce, Google Ads, Google Analytics, ROI
Salesforce
Salesforce is a leading CRM platform that enables businesses to manage customer relationships, track leads, and automate sales processes. Its robust analytics tools provide insights into customer behaviour, while its integrations with marketing tools ensure seamless workflows. Salesforce is particularly valuable for enterprises looking to unify their sales and marketing efforts.
Schema Markup
Structured data code added to a website to help search engines understand its content better. It can enable rich results, like featured snippets or FAQ boxes, which improve visibility and CTR in the SERPs.
Related to:
SEO
Search Engine Results Page (SERP)
The page displayed by a search engine after a query is entered. It includes organic results, paid ads, and SERP features like snippets, maps, and carousels.
Related to:
SEO
Search Intent
The purpose behind a user’s search query, which can be informational, navigational, transactional, or commercial investigation. Understanding search intent is essential for creating content that matches user needs and ranks well in search engines.
Related to:
Content, SEO, User Behaviour
SEMrush
SEMrush is a comprehensive software platform designed to assist individuals, businesses, and digital marketing professionals in optimising their online visibility and marketing strategies. Founded in 2008 by Oleg Shchegolev and Dmitry Melnikov, the platform is widely recognised as one of the leading tools for search engine marketing (SEM), search engine optimisation (SEO), and competitive analysis. SEMrush has grown to become an industry standard for marketers and is used by millions of professionals worldwide, including in-house teams, freelancers, and large agencies. The platform offers a suite of tools that provide insights into website performance, keyword rankings, content marketing opportunities, competitor analysis, … read more
SERP Features
Non-traditional search results that appear on Google, such as featured snippets, local packs, video carousels, and knowledge panels. These features improve visibility and can drive significant traffic beyond standard blue links.
Related to:
SEO
Slack
Slack is a communication platform designed for teams to collaborate effectively. It combines instant messaging, file sharing, and integrations with other tools like Google Drive and Trello. Marketers use Slack to coordinate campaigns, share updates, and streamline communication. Its ease of use and wide adoption make it a staple for modern teams.
Related to:
Collaboration, Tools
Time on Page
Average amount of time users spend viewing a specific page or screen.
Related to:
Content, Engagement, Google Analytics, SEO, User Behaviour
Trello
Trello is a project management tool that uses a board-and-card system to help teams stay organised and manage workflows. Marketers use Trello to plan campaigns, assign tasks, and track progress. Its simplicity and customisation options make it a favourite for teams of all sizes. Integrations with tools like Slack and Google Drive further enhance its functionality.
Related to:
Collaboration, Project Management, Tools
User Experience (UX) Signals
Metrics like bounce rate, time on page, and click-through rate (CTR) that show how users interact with a website. These signals indirectly impact SEO rankings, as search engines prioritise sites that provide a positive user experience.
Related to:
Engagement, SEO, User Behaviour, User Experience
User-Generated Content (UGC)
Content created by users, such as reviews, social media posts, or testimonials. UGC builds trust, drives engagement, and can be leveraged in marketing campaigns to amplify reach.
Related to:
Content, CRO, SEO, Social Media
Website Traffic
Total number of visitors to a website in a given period.
Related to:
Google Analytics, SEO
WordPress
WordPress is a versatile, open-source content management system (CMS) used for building websites and managing digital content. Launched on 27 May 2003 by developers Matt Mullenweg and Mike Little, WordPress has grown to become the most widely used CMS in the world. As of 2024, it powers over 40% of all websites globally, ranging from personal blogs to large corporate websites and e-commerce platforms. Built on PHP and using a MySQL database, WordPress is highly regarded for its flexibility, ease of use, and an extensive ecosystem of themes and plugins. This has made it a go-to platform for both beginners … read more
Related to:
Content, Web Design
YMYL (Your Money or Your Life)
A term used by Google to categorise content that can impact a user's finances, health, safety, or well-being. Google applies stricter quality standards to YMYL content, requiring high levels of E-E-A-T to ensure accuracy and trustworthiness.
Related to:
SEO
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Social Engagement Rate
The level of interaction (likes comments shares) relative to followers or reach.
Related to:
Engagement, Social Media