Glossary
301 Redirects: This is when the server redirects you to a different URL because the page/resource you are trying to access has been moved permanently.
302 Redirects: This is when the server redirects you to a different URL because the page/resource you are trying to access has been moved temporarily.
404 Error: This error code means that the web page a user is trying to access is not available or no longer exists.
A
A/B Testing: This is when you create two variations of something, such as an ad, newsletter or landing page, to test against each other to see what gets a better response from your audience.
Abandoned Cart: This is when a user adds a product to the shopping cart of an online store, but does not complete the checkout process.
Above The Fold: This refers to when you place something on a website above the screen cut off. It allows website visitors to see the most important information without having to scroll down the page.
Ad: An ad or advertisement, is a paid form of marketing. Essentially, you pay for your content to be shown to your potential customers. An ad normally directs people to a web page.
Ad Fatigue: If you run an ad for a while, it can become less effective as your target audience is over exposed to it. Ad fatigue helps you determine if an ad needs updating.
Affiliate Marketing: This is the process by which a third-party or ‘affiliate’, promotes another person’s product/company in return for a percentage of the profit from each sale they bring in.
Algorithm: An algorithm refers to a sequence of steps/rules designed to produce a specific outcome from a set of inputs. Search engine algorithms determine which website should rank first. Social media algorithms determine which posts appear where in news feeds.
Alt Text: Alt text, or ‘Alternative Text’ refers to the words or phrases added to an image within the HTML. It tells search engines and web users what is on a webpage.
Anchor Text: The clickable text displayed in a hyperlink (blue underlined text). Anchor text should give a clear indication of the web page it is linking to.
Audience: A specific group of people that you target your marketing towards. You may have more than one audience and your audience might change depending on what and how you plan to market.
Audit: An in-depth look into how a website is performing. Audits tell you all the good and all the bad things about a website.
B
B2B: B2B (business-to-business) refers to communications/transactions etc. between one business to another business.
B2C: B2C (business-to-customer) refers to communications/transactions etc. between a business and a customer.
Backlinks: A backlink is when a website links back to your website. Having lots of good quality backlinks can improve your Google ranking position.
Bid: Often used in pay-per-click advertising, a bid is the price you are willing to spend for your ad to be shown.
Black Hat SEO: These are SEO strategies, such as keyword stuffing, that are considered unethical. Balck hat SEO methods will negatively affect your google ranking.
Blog: A website/webpage used to share informative or personal posts. A blog allows you to reach your target audience by offering them valuable information.
Bots: A Google bot crawls the web looking for new websites and web content so that Google can provide the most relevant results to search queries.
Bounce Rate: The percentage of website visitors that land on, then leave a website without looking at any other web pages.
Brand: This refers to a name, symbol, slogan, reputation etc. that makes a business easily identifiable by individuals.
C
Cache: A cache stores data temporarily to help websites load faster and provide a better user experience.
Campaign: Campaigns are used to promote a specific company goal, such as raising brand awareness or selling a product, through different forms of marketing.
CMS: A CMS (Content Management System) is software that allows users to create, manage, and modify web content. For example; WordPress is a CMS.
Content Marketing: The act of using valuable content to engage customers.
Conversion Rate: The number of users who complete a specific action such as making a purchase, compared to the total number of users. Displayed as a percentage.
Copy: Refers to the content on a webpage or the text associated with an ad etc.
Core Web Vitals: These are a set of metrics from Google that help us to understand how users experience a web page.
CPA: CPA (Cost Per Acquisition) measures how much money is spent in order to acquire a new lead/customer. For example, if you spend £500 a month in advertising and 10 conversions, the CPA is £50. This allows you to work out if your advertising is cost effective.
CPC: CPC (cost-per-click) is the amount of money spent to get a click on an ad during a PPC campaign. Each keyword will have a different estimated CPC.
Crawling: Done by a bot, crawling is the process of scanning a website to discover new content like web pages, page updates or page redirects.
CTA: A CTA (call-to-action) is content that encourages a user to take action. Common CTAs include; buy now, learn more, download and subscribe.
CTR: CTR (click-through-rate) is the percentage of times users will click on an ad when they are exposed to it. For example, if an ad is shown 100 times, and gets 20 clicks, the CTR is 20%.
Customer Journey: A customer journey is the full experience that a user has while interacting with a brand.
D
Digital Marketing: Digital Marketing refers to any marketing methods conducted through electronic devices. Social media is just one example of digital marketing.
Direct Marketing: Direct marketing describes a wide range of marketing activities that are all aimed directly at the customer. Email marketing, flyers and phone calls are all examples of direct marketing.
Display Ad: Display ads are visual advertisements, such as images and videos, that are displayed on websites, apps and social media.
DNS: DNS (Domain Name System) is the internet’s way of converting alphabetic names, like URLs, into numeric IP addresses.
Domain: A domain is a unique name that identifies a website. They end in .com, .co.uk, .org etc. Manuka Marketing’s domain name is www.manukamarketing.co.uk.
Duplicate Content: Duplicate content is content that is the same as, or very very similar to, content that already exists, and appears on two or more unique URLs.
E
E-Commerce: This is the buying and selling of goods or services via the internet.
Email Marketing: This refers to a type of marketing that involves promoting products or services by sending emails to people who have signed up to a mailing list. Email marketing also helps businesses build relationships with customers.
Engagement Rate: Engagement rate is a metric used to measure how involved your audience is with the content you share. Likes, comments and shares are all taken into account when measuring engagement rate.
External Linking: External links are hyperlinks on a website that point to another website.
Eye Tracking: Eye tracking shows where consumers look when looking at websites or advertisements etc. It helps companies understand what grabs people’s attention and how people engage with different products/marketing content.
F
Facebook Ads: These are paid advertisements on Facebook that allow you to increase visibility and build brand awareness.
Featured Snippet: These are excerpts that are automatically pulled from websites that appear in search results. They offer quick answers to user queries.
First Party Data: This is the information you collect directly from your customers/audience.
Funnels: Funnels are a way of breaking down the journey that customers go through, from the awareness stage to the purchasing of products and services.
G
GDPR: GDPR or the General Data Protection Regulation, is a law that sets the guidelines for the collection and processing of personal data within the EU.
Geo-Targeting: This is a type of marketing that involves delivering location based ads and content depending on a person’s geographical location.
Google Ads: These are paid ads that are displayed on Google, in search results, on websites and apps and more. Google ads are displayed based on a bidding system.
Google Analytics: This is a platform that allows you to track and analyse web traffic data and website performance for your website.
Google Search Console: This is a platform that allows you to monitor and troubleshoot your website’s presence in search results. It notifies you of any issues, shows the keywords you are ranking for and any backlinks, among many other features.
Google Trends: Google Trends is a website that analyses and compares the search volume of different queries across various regions.
Guest Blogging: Guest blogging is when you write content for another business’s website. It is a marketing technique that increases brand awareness.
H
Hard Bounce: A hard bounce refers to when an email cannot be delivered to a recipient for a permanent reason, such as the recipient’s email address does not exist.
Heatmap: A heatmap is a visual representation of how visitors interact with a web page. Red areas indicate areas that have a high level of activity, whereas blue areas indicate areas of low activity.
HTML: HTML or HyperText Markup Language is the standard code used to create web pages.
HTTPS: HTTPS stand for HyperText Transfer Protocol Secure. It adds a layer of protection to encrypt data.
Hyperlink: A hyperlink is a link that takes you to a new web destination when you click on it.
I
Impressions: This refers to the number of times your content is displayed. If one person sees your content 5 times, then this counts as 5 impressions.
Inbound Marketing: This is a marketing strategy that is designed to draw potential customers in through organic means such as blogs, social media and SEO.
Influencer: An influencer is an individual on social media that has the power to inspire the purchase decisions of their followers.
Instagram Ad: These are paid advertisements that are specifically shown on Instagram.
Internal Linking: These are links that take users to a new destination within the same domain that they are already on.
J
Javascript: Javascript is a programming language used in web development. It is commonly used to create dynamic website content.
K
Keyword: A keyword is any word, or group of words, that users enter into a search engine when they want to find something specific.
Keyword Density: Keyword density is the percentage of times a keyword appears on a web page compared to the total number of words on the page. An ideal keyword density is between 1-2%.
Keyword Research: Keyword research is a fundamental part of SEO. It is the process of researching popular search terms that people use when searching on Google.
Keyword Stuffing: This refers to the practice of adding a large number of keywords to a web page to manipulate a site’s ranking in search results. It is considered a black hat SEO method, so should be avoided.
KPI: A KPI (Key Performance Indicator) is a measurable value that shows a businesses performance over time. They are an important way of measuring your success against a set of targets.
L
Landing Page: A landing page is the first page a user lands on after clicking on a link. Although a landing page can be anything, they are usually standalone pages on a website, designed to convert site visitors into customers/leads.
Lead Generation: This is the marketing process of attracting customer interest in products or services.
Lead Magnet: A lead magnet is a free item or service that is given in exchange for contact details.
Leads: Essentially, a lead is an individual that is interested in what you are selling. They are potential customers.
Link Building: Link building is a strategy that involves getting relevant hyperlinks from other websites to your own. Link building can increase the chances of ranking highly in search engines.
Link Checker: A link checker is a tool that tests and checks hyperlinks on a website. It allows you to find any broken links so you can fix them.
Link Clicks: Links clicks refers to the number of clicks on links within ads. Commonly used in reference to Facebook.
Long-Tail Keyword: Long-tail keywords are keywords that are more specific than other keywords. They are typically longer than other keywords (often 3+ words). Long-tail keywords are also less competitive than other types of keyword, but can bring in specific, highly targeted traffic.
Lookalike Audience: A lookalike audience is a group of people who are likely to be interested in your business because they share similarities with your existing customers.
M
Mailing List: A mailing list is a collection of contact information, like names and emails that a business builds of its existing and potential customers.
Marketing Plan: A marketing plan is a breakdown of the strategy that a company wants to use to market products and services to customers. A marketing plan should outline your goals and tactics for the upcoming months/years.
Meta Descriptions: A meta description is a HTML element that helps describe your web page content to users and search engines.
N
Native Advertising: Native advertising is a type of paid content. It matches the look and feel of the platform that it is on, so not only does it not really look like advertising, it also doesn’t interrupt the user’s experience.
NoFollow Links: NoFollow Links are hyperlinks with a ‘nofollow’ tag. This tells search engines to ignore the link. You can add these to links that you do not want to influence your search engine ranking.
O
Opt-Out: This is when someone takes action to withdraw their consent from marketing campaigns.
Organic Listing: These are pages that appear in search results that are not paid. They appear because they are relevant to the search made by a user.
Organic Search: This simply refers to unpaid search results.
Outbound Link: An outbound link, also known as an external link, is a link that goes from your website to another website.
P
Page Rank: This is an algorithm used by Google to rank pages in search engine results. It measures the relevance and popularity of a web page.
Paid Search: This is a form of digital marketing where you pay to advertise within search results.
Personalised Marketing: Personalised marketing is a marketing strategy that involves delivering content to individuals that is tailored directly to them. It is also known as one-to-one marketing.
Pop-Ups: Pop-ups are graphics that suddenly appear on web pages as a type of marketing.
PPC: PPC (pay-per-click) advertising is a type of paid advertising where you pay every time an ad is clicked. One of the most common types of PPC advertising is Google ads.
Product Life Cycle: This refers to the stages that a product goes through from when it is first introduced to consumers, up until it is removed from the market.
Q
Quality Score: This is a metric used by platforms like Google to determine your ad rank in the ad auction process.
R
Rankings: This refers to where you appear in search results. Various factors influence your ranking.
Reach: Reach refers to the total number of unique viewers that see your content.
Redirect: A redirect takes website visitors from one URL to another. Site visitors will generally not know that they have been redirected.
Referral: Referrals are word-of-mouth recommendations from an existing customer to potential customers.
Responsive Web Design: This refers to a website that changes appearance depending on the size of the device it is being viewed on. Page elements can move to fit the size of the screen so that a website looks and works as well on mobile as it does on desktop.
Rich Snippet: A rich snippet is a visually enhanced search result, usually featured at the top of the search results page. Map results, images and reviews are some examples of rich snippets.
Robots.txt: These are text files that tell search engine crawlers which URLs to crawl, and which ones to ignore. If you have web pages that you don’t want to show up in search results, you can use Robots.txt files to communicate this with search engines.
ROI: ROI (Return on investment) is a metric used to evaluate how profitable a businesses marketing efforts have been.
S
Schema Markup: This is code that you add to your website that helps search engines read and better understand your website content.
Search Engine Ranking: This refers to a website’s position in search engine results.
Search Query: A search query is a word or phrase entered onto a search engine by a user when trying to find information.
SEM: SEM (Search Engine Marketing) is paid search marketing where you pay search engines to appear in search results.
SEO: SEO (SEarch Engine Optimisation) is the process of improving your website’s visibility on search engines to increase website traffic.
SERPs: SERPs (Search Engine Results Pages) are the pages that search engines such as Google display after a user enters a search query.
Session: This refers to the number of actions that a particular user carries out on your websites. This can include page views and transactions.
Soft Bounce: This refers to an email that has reached the recipient’s mail server, but bounces back before the recipient actually receives it. This is normally because of issues like a full inbox, or a temporary server issue.
Spam: Spam refers to unsolicited digital communications. Spam is usually advertising emails that are repetitive and sent in bulk.
SSL: SSL stands for Secure Sockets Layer. An SSL is a security protocol that keeps internet connections secure and keeps sensitive data protected.
Subdomain: A subdomain is an additional part of a domain name. They help to organise websites, for example if you have a blog on your website, you may use a subdomain. blog.companyname.com is an example of what a subdomain might look like.
T
Target Audience: This refers to the group of people that you want to market your business to.
Title Tag: This is a HTML code that gives your web page a title. They tell users and search engines what is on a page.
Top 10: This refers to the first ten organic search results. Also referred to as 1st page results, this is where you want to appear in search results for the search queries relevant to your business.
Tracking Pixel: A tracking pixel is a small piece of HTML code which is used to track user behaviour when they land on a website.
Traffic: Traffic refers to the number of visitors that visit a website.
U
Unique Visitors: This is the number of people that have visited your website at least once. If the same user visits your site more than once, they are still only counted as one visitor.
URL: A URL (Uniform Resource Locator) is the address of a website.
Usability Testing: This is the process of evaluating how easy a website is to use.
User Generated Content: This is content like images and videos, that has been posted on social media and other online platforms by users.
USP: A USP, or unique selling point, is a feature or benefit of a product or company that makes it different to other competing brands.
V
Visits: Visits refer to the total number of times a user goes on a website.
Vlog: A vlog is a type of blog that is in video format.
W
Web Hosting: This refers to a service that delivers and stores files on a web server for businesses (such as websites), so they can be accessed via the internet.
Webmaster: A person who is responsible for maintaining websites. This can include; web developers, site authors, and website administrators.
White Hat SEO: This refers to the approved/legitimate search engine optimisation practices used by marketers.
WordPress: WordPress is a free content management system used to build and maintain websites. It is the most used CMS in the world.
X
XML Sitemap: An XML Sitemap is a file that helps search engines understand your website structure by listing all of the important web pages that you want Google to crawl.
Y
Yoast: Yoast is a plugin, made specifically for WordPress, that improves your website’s search engine ranking by helping you optimise your website content.
YouTube Ads: These are ads run on YouTube (most commonly shown at the start of videos, but there are other formats) that help raise awareness of your brand. You are able to reach a vast number of people with this type of ad.