Above the fold [uh-buhv thuh fohld] The part of the webpage that can be seen, before the user starts scrolling
A/B testing or A/B split testing [ay-bee test-ing] The practice of comparing two versions of a similar webpage or paid media ad to find out which performs better.
Ad [ad] A form of marketing that involves paying for an asset to be seen with the intention of having a user clickthrough to a corresponding product or webpage. This can include search, display ads & social media ads.
Ad extensions [ad ex-ten-shunz] Further information about the company (links, pricing, reviews etc.) that can be seen underneath a display or search ad. The richer the information, the more likely the ad will be seen on the search page, consequently increasing the clickthrough rate
AI generated content [ay-eye jen-er-ay-tid kon-tent] Content created by artificial intelligence algorithms without direct human involvement. This can include text, images, and other media generated based on patterns and data inputs.
AI overviews [ay-eye oh-ver-vyooz] AI Overviews are Google's AI-generated summaries that appear at the top of search results. They use generative AI to synthesize information from multiple sources and provide a comprehensive summary of a search topic.
Algorithm [al-goh-rith-um] Rules set out by search engines and advertising or social media platforms that determines what a user sees. This is affected by numerous aspects, such as previous interaction with content, relevance, keyword bidding as well as other factors.
Alt text [awlt text] An attribute that is part of the code behind an image in HTML, which describes the image. It isn’t shown to the user except when an image is broken and is used for those with accessibility issues. Search engines use this attribute as part of their algorithm so they can understand what the image is.
Anchor text [ang-ker text] The text part of the link visible to the user. This should also be clickable. Search engines use this to help them determine the relevancy of the site it links to.
Artificial Intelligence (AI) [ar-ti-fish-uhl in-tel-li-jens (ay-eye)] AI refers to the simulation of human intelligence in machines that are programmed to think and learn like humans.
Backlink [bak-link] A link on a third party website that navigates back to your website. Backlinking is one of the more important factors in regards to technical SEO.
Bounce rate [bowns rayt] The percentage or number of users that enter and then leave a website without navigating to another page.
Blog [blahg] A regularly updated web page or section of a website containing articles, insights, or multimedia content. Blogs are often used in digital marketing to share valuable information, improve search engine rankings, and establish thought leadership.
Broad match keyword [brawd match kee-wurd] A type of keyword match that allows ads to be displayed for a wide range of search queries, including variations, synonyms, and related terms, providing a broader reach but potentially lower relevance.
B2B [bee-too-bee] A type of commerce or marketing where businesses sell products or services directly to other businesses rather than consumers.
B2C [bee-too-see] Marketing strategies and practices focused on selling products or services directly to individual consumers. B2C campaigns often emphasise emotional appeal, convenience, and user experience, leveraging platforms like social media, email, and eCommerce websites to engage and convert customers.
Call to action (CTA) [kawl too ak-shun (see-tee-ay)] A short snippet of text that persuades a user to perform a desired action, such as clickthrough to a website, download an E-book, or reserve their place on a course.
Cascading style sheet (CSS) [kas-kay-ding style sheet (see-es-es] Formats the layout of a webpage; gives you the ability to define the appearance of text, colours, and tables.
Citation [sigh-tay-shun] A reference to a source or mention of a business's name, address, and phone number on external websites, which is important for local SEO and online visibility.
Channel [chan-uhl] The platform being used to market your products or services on. Common channels include: social media, organic search, paid (ads), & email.
ChatGPT [chat-jee-pee-tee] The AI assistant run by OpenAI, allowing users to request information, create content, generate images and solve complex problems.
Click-through [klik-throo] The term used for when a user clicks on an advertisement that then links through to your website.
Click-through-rate (CTR) [klik-throo rayt (see-tee-ar)] The number of clicks divided by the number of impressions. Impression - when an ad is displayed.
Client side rendering [kly-uhnt side ren-der-ing] A method of rendering web pages in the browser using JavaScript, where content is dynamically loaded and displayed without requiring a full-page reload, often improving user experience but impacting SEO if not optimised properly.
Copilot [koh-pie-luht] An AI-powered coding assistant developed by GitHub and OpenAI that helps developers write code faster and with less effort by providing autocomplete-style suggestions directly within code editors.
Copy [kah-pee] The written text used in marketing and advertising to persuade, inform, or engage an audience. Effective copy communicates a brand’s message, drives action, and reflects its tone of voice.
CSS (Comparison Shopping Service): [kuhm-par-uh-sun shop-ing sur-vis (see-es-es)] An online platform that allows users to compare products and prices from different retailers to make informed purchasing decisions.
Content management system (CMS) [kon-tent man-ij-ment sis-tem (see-em-es)] Stands for “content management system”. Software such as Wordpress, Joomla and Magento are used by webmasters to manage websites and content without necessarily having knowledge of HTML or other coding skills.
Content marketing [kon-tent mar-kuh-ting] A strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action.
Conversational search [kon-ver-say-shun-uhl surch] A search method using generative AI tools such as ChatGPT, Bing AI, or Google’s Bard that generates a conversational style answer to your query, instead of a list of associated links. In traditional search the user could click links in the search results and eventually find the answer to their query, whereas in conversational search the system returns an answer directly - using several sources from its knowledge base to construct an answer.
Conversion rate [kun-ver-zhun rayt] The average number of conversions resulting from each click on your ad, expressed as a percentage.
Conversion rate optimisation (CRO) [kun-ver-zhun rayt op-tuh-my-zay-shun (see-ar-oh)] Improving the usability of your website to increase the chances that the user will make a purchase (or perform a desired action), also known as a ‘conversion’.
Cookie [koo-kee] Information about a user stored by a website so that any interaction or preferences made by that user can be stored and used for future requests or remarketing campaigns.
Core Web Vitals [kor web vie-tuhlz] Core Web Vitals are a set of specific factors that Google considers crucial in determining the user experience of a webpage.
Cost per acquisition (CPA) [kost per ak-wuh-zish-un (see-pee-ay)] The number of conversions divided by cost.
Cost per click (CPC) [kost per klik (see-pee-see)] The actual price you pay for every click on your ad as part of your Paid Search campaign.
Customer Relationship Management (CRM) [kuhs-tuh-mer ree-lay-shun-ship man-ij-ment] A technology used by marketing and sales teams to manage interactions with leads and potential customers.
Custom GPT [kuh-stuhm gee-pee-tee] A version of the Generative Pre-trained Transformer (GPT) AI model fine-tuned or tailored to meet specific business needs, such as generating industry-specific content, personalised messaging, or automating customer interactions.
Digital PR [dij-i-tuhl pee-ar] Building a series of links back to your company or website through providing expert comments and thought-leadership pieces across various online platforms. This often requires strong relationships with journalists and external publishers.
Disavow [dis-uh-vow] The act of informing search engines that a particular link or set of links should be ignored or not considered when assessing a website's ranking. This is typically done to disassociate from low-quality or spammy backlinks.
Display advertising [dih-splay ad-ver-tie-zing] A form of digital advertising that displays visual imagery on an advertising network to third-parties.
DTC [dee-tee-see] An abbreviation that stands for Direct to Consumer. DTC refers to a business model where products or services are sold directly to consumers, bypassing traditional retail channels.
Earned media [urnd mee-dee-uh] Publicity or exposure gained organically through efforts such as word-of-mouth, media coverage, or social sharing, rather than paid promotions. Examples include customer reviews, viral content, or mentions in third-party articles.
eCommerce [ee-kom-ers] The buying and selling of goods or services over the internet, often involving online stores, marketplaces, and payment gateways.
EEAT [ee-ee-ay-tee] An acronym standing for ‘(experience) expertise, authority, trust’ – a key part of modern search.
Evergreen content [ev-er-green kon-tent] Timeless and consistently relevant content that remains useful to audiences over time, driving long-term traffic and engagement. Examples include how-to guides, FAQs, and in-depth tutorials.
Exact match keyword [ig-zakt match kee-wurd] A type of keyword match where ads are displayed only when the search query precisely matches the specified keyword, providing a more targeted reach.
Featured snippet [fee-chur snip-it] Provides answers to specific questions or search terms, and are displayed in a small box at the top of the search results page . They aim to answer the question without having the user click on the search result.
GA4 [jee-ay-four] Google Analytics 4 (GA4) is the latest version of Google Analytics, offering advanced features, improved user-centric measurement, and better integration with other Google products.
Gemini [jeh-muh-nigh] The AI assistant run by Google Deepmind, allowing users to request information, create content, generate images and solve complex problems.
Generative AI [jen-er-uh-tiv ay-eye] Artificial intelligence tools that can generate new and unique content, such as text, images, or music, based on patterns learned from existing data.
Generative Engine Optimisation (GEO) [jen-er-uh-tiv en-jin op-tuh-my-zay-shun] The practice of optimising content and platforms for generative AI-driven search engines and tools. It focuses on enhancing visibility, ensuring accurate data, and aligning with AI-generated search summaries and responses.
Ghost tagging [ghost tag-ing] An Instagram term, that refers to when you create a story, tag someone and drag the tag off the screen so your viewers can't see that anyone has been tagged.
GPT (Generative Pre-trained Transformer): [gee-pee-tee ] An advanced AI language model capable of understanding and generating human-like text. GPT models are used in various digital marketing applications, such as content creation, chatbots, and customer support.
Hallucinations (AI) [ha-loo-suh-nay-shunz] A phenomenon where AI generates inaccurate, irrelevant, or nonsensical content that appears plausible. In digital marketing, these "hallucinations" can affect content quality, customer trust, and brand perception.
Helpful content [help-ful kon-tent] Content that provides value, solves problems, or meets the needs of the target audience, aiming to be informative and relevant to the user. This is a crucial ranking factor for Google, and content that is deemed to be helpful is more likely to rank high on the platform.
HTML [aych-tee-em-el] Stands for “hyper-text mark-up language” and is the code that makes up a website.
HTTPS [aych-tee-tee-pee-ess] Hypertext Transfer Protocol Secure (HTTPS) is used for secure communication over a computer network, and is widely used on the Internet.
Human generated content [hyoo-man jen-er-ay-tid kon-tent] Content created by ‘humans’ rather than generative AI tools.
Hyperlink [hy-per-link] A snippet of text in a piece of content that takes you to another link or webpage. The hyperlinked text is often displayed in a different colour to the rest of the document, and can also be underlined or italicised to embolden the text and encourage clicks.
Indexing [in-dek-sing] The process by which search engines collect, organise, and store information from web pages to facilitate efficient and accurate retrieval of relevant content in response to user queries.
Intent [in-tent] Intent refers to the user's purpose or goal when entering a search query, such as informational, navigational, or transactional intent.
Keyword [kee-wurd] A word (or phrase) that a user wants to search for (when searching) or wants to associate a page or piece of content onto a web page.
Keyword density [kee-wurd in-ten-si-tee] The percentage or number of times a keyword has been mentioned on a page.
Keyword mapping [kee-wurd map-ing] The strategic process of associating specific keywords with specific pages on a website, aligning content with user search queries and improving SEO.
Keyword research [kee-wurd ree-surch] The practice used by search marketing professionals to identify actual search terms that people enter into search engines.
Keyword stuffing [kee-wurd stuf-ing] Also known as keyword spam, is the act of using a keyword a huge number of times on a web page in hope that the search engines notice and associate the content on the page with that keyword. Keyword stuffing can get a page or site penalised.
Language learning model (LLM) [lang-wij lur-ning mod-ul] The technology which most AI platforms are built on. It uses vast amounts of data to understand, generate, and manipulate human language to answer questions and perform tasks.
Lazy loading [lay-zee lohd-ing] A web development technique where content (such as images or videos) is loaded only when it becomes visible in the user's viewport, improving page load speed and performance.
Lead gen [leed jen] The process of attracting and converting potential customers into qualified leads, typically through marketing strategies like landing pages, email campaigns, or ads.
Local SEO [loh-kuhl ess-ee-oh] Search engine optimization (SEO) focused on improving a business's visibility in local search results; it involves using strategies to enhance local online presence, such as local citations and Google My Business optimization.
Long-form content [long-form kon-tent] Detailed and comprehensive content typically exceeding 1,000 words, designed to provide in-depth information on a topic. Long-form content, such as whitepapers, eBooks, and pillar pages, is effective for SEO and establishing authority.
Long tail [lawng-tayl] A more specific search query. These are generally targeted less often than so called ‘fat head’ search queries. For example you might search for “hat” which is very may have a large volume, but “blue hat with a ribbon” may have less volume but is more specific
Lookalike audience [loo-kuh-like aw-dee-ens] A feature that can be used for advertising on certain social media platforms; allows for the upload of an existing customer or subscriber list - the platform will then use the features of the people listed to find others on the platform with similar demographics who are also likely to relate to the content being advertised.
Machine Learning [muh-sheen lur-ning] A type of artificial intelligence that enables computers to change and adapt their processes based on data patterns, without being explicitly programmed - therefore ‘learning’ from data they have received, and improving processes in the future.
Meta data [meh-tuh day-tuh] Refers to the ‘hidden’ information within a document that gives users a concise overview of the type of content they might find on a webpage. Metadata is important information for SEO and it has a direct impact on search rankings.
Meta description [meh-tuh dis-krip-shun] A short summary of the content on a webpage that is displayed alongside search results. It is limited to 160 characters.
Meta tags [meh-tuh tagz] Lines of code within the header of a website which tell crawlers information about the page. These include the title, description and the (unused by most crawlers) keywords. It’s important to have this information so the search engines can use it to help them determine what the page is about.
Multi-channel marketing [muhl-tee chan-uhl mar-ket-ing] The use of several marketing channels (e.g. website, social media, email, display ads etc) to reach a wider audience and gain more exposure.
Natural Language Processing (NLP) [nach-uh-ruhl lang-gwij pross-es-ing (en-el-pee)] A field of artificial intelligence that focuses on the interaction between computers and human language, enabling machines to understand, interpret, and generate human-like text.
Negative keywords [neg-uh-tiv kee-wurdz] You can set a negative keyword to tell a search engine what searches you don’t want your ads to appear for, as a way of filtering out unwanted clicks.
Nofollow [noh-fol-oh] A link attribute used in HTML to indicate to search engines that a hyperlink should not influence the ranking of the linked page, often used for paid or untrusted links.
OOH marketing [oh-oh-aitch mar-ket-ing] Out-of-home marketing refers to advertising efforts that target consumers when they are outside of their homes, such as billboards, transit ads, and street furniture advertising.
Open graph [oh-puhn graf] A protocol developed by Facebook to enable web pages to become rich objects in a social graph. It allows websites to control how their content is displayed when shared on social media platforms, including title, image, and description.
Open source [oh-puhn sors] Software or tools whose source code is made freely available for use, modification, and distribution. In digital marketing, open-source solutions often enable customisation and collaboration, such as open-source content management systems (e.g., WordPress).
Organic search (SEO) [or-gan-ik surch (ess-ee-oh)] The process of achieving, improving and maintaining the visibility of a web asset (e.g. a website, Facebook page or YouTube video) within the organic or algorithmically determined search results of popular search engines. See more
Organic search results [or-gan-ik surch ree-zuhlts] Search engine results which are not paid for advertisements. Paid advertisements generally appear in a (sometimes only slightly) different coloured box at the top, bottom or right hand side of the search results.
Paid media [payd mee-dee-uh] A form of digital advertising that involves placing assets across a variety of platforms for a fee - sometimes the fee is only charged per click (known as PPC). See more
People also ask [pee-puhl awl-soh ask] A feature in search engine results pages (SERPs) that provides additional questions related to the user's query, offering more information and potential topics of interest.
Pestle analysis [frayz match kee-wurdz] An important stage of discovery, PESTLE is the political, economic, sociocultural, technological, legal and environmental analysis of the client’s market.
Phrase match keywords [puh-blish-er] A type of keyword match where ads are displayed when the search query includes the specified keyword phrase, allowing for variations and additional words in the query.
Publisher [rang-kingz] An online digital platform that allows marketers to purchase space for advertisements.
Rankings [rang-kingz] The term that refers to the position of a webpage on the search engine results page.
Ranking signals [rang-king sig-nuhlz] The criteria by which search engines evaluate webpages to compile the rankings for their search results.
Remarketing/retargeting [ree-mar-ket-ing/ree-tar-get-ing] Remarketing or retargeting is the process of displaying advertisements to those who have previously interacted with your website, with the products or services they have shown an interest in.
Rendering [ren-der-ing] The process of displaying web content, including text, images, and multimedia, in a user's browser or device, ensuring a visually appealing and functional presentation.
Return on ad spend (ROAS) [ree-turn on ad spend (roh-as)] A key performance indicator of paid search, representing the revenue you earn against what you’ve spent on your campaign.
Rich snippet [rich snip-it] an enhanced search engine result that displays additional information, such as ratings, images, or event details, beyond the standard title, URL, and description. It uses structured data to provide users with more context about the content, improving visibility and click-through rates.
Saas [sass] A software delivery model where applications are hosted in the cloud and accessed via the internet, typically on a subscription basis. Examples include tools like Salesforce, Dropbox, and Slack.
Sanity metrics [san-i-tee meh-triks] Metrics such as engagement rate, link clicks, and saves. These metrics showcase that your content is resonating with your audience and therefore they are more likely to click those links and buy your products and services.
Schema [skee-muh] Information markup in JSON (preferably) or microdata, schema helps add machine readable context to your content.
Search engine [surch en-jin] An online platform that evaluates web content and matches them to user search queries or requests.
Search engine advertising (SEA) [surch en-jin ad-ver-tie-zing (ess-ee-ay)] The practice of running paid advertisements on search engines, such as Google Ads, to appear in sponsored sections of search results and drive traffic to a website.
Search engine marketing (SEM) [surch en-jin mar-ket-ing] The combination of search engine optimisation, paid listings/advertising and other related activities used to increase your exposure to search engines and boost traffic to your site.
Search engine optimisation (SEO) [surch en-jin op-tuh-my-zay-shun (ess-ee-oh)] The process of optimising web pages and link building to them to increase page ranking and overall traffic in and from search engines.
Search engine results page (SERP) [surch en-jin ree-zuhlts payj (serp)] The page you see after you have searched for your query.
Search engine robots [surch en-jin roh-bots] A piece of software that collects information from websites, including their links, then follows links to other websites and repeats the process. This software is how search engines are able to show you results when you make a search. (can also be known as crawler, bot, spider etc.)
Search engine spam [surch en-jin spam] Using excessive tactics in an attempt to rank highly on search engine results pages, often for webpages that contain nonsensical or irrelevant content.
Search generative experience (SGE) [surch jen-er-uh-tiv ex-peer-ee-ens (ess-gee-ee] An AI-powered evolution of search engines that integrates generative AI to provide more comprehensive and contextual answers, summaries, or insights directly within the search experience, reducing the need to visit multiple websites for information.
Search intent [surch in-tent] The underlying goal or purpose behind a user's search query, which can be classified into different categories such as informational, navigational, or transactional intent.
Server side rendering [ser-ver side ren-der-ing] A web development technique where web pages are rendered on the server before being sent to the client's browser, providing faster initial page loads and better performance.
Shopping feed [shop-ing feed] A file or stream of data containing detailed information about a retailer's products, such as titles, descriptions, prices, and images, which is used to create and manage product ads across platforms like Google Shopping or Facebook.
Structured data [struhk-cherd day-tuh] A standardised format of data that uses schemas (like Schema.org) to help search engines understand the content of a webpage and display rich results, such as FAQs, reviews, or recipes, in search engines.
Technical SEO [tek-ni-kuhl ess-ee-oh] Tactics applied that improves the perception of your website to search engine robots, consequently increasing the chances of ranking higher on the search engine results pages.
User generated content (UGC) [yoos-er jen-er-ay-tid kon-tent (yoo-gee-see)] Forums, blog comments, reviews and wiki’s are all examples of user generated content where anybody on the web can make a contribution.
User interface (UI) [yoos-er in-ter-face (yoo-eye)] A part of the user experience that focuses on the overall look and versatility of the layout and design of your website.
Uniform resource locator (URL) [yoon-i-form ree-sors loh-kay-ter (yoo-ar-el)] It is simply the web address used to view a website.
UTM tracking [yoo-tee-em trak-ing] When a small snippet of code is placed onto the end of a web URL that allows companies to track where their web traffic has come from. UTMs can be integrated across a variety of channels - such as social media, emails, online documents - and gives businesses an idea of which marketing channels are driving traffic to their website.
User experience (UX) [yoos-er ex-peer-ee-ens (yoo-eks)] The way a user feels when interacting with your website; it is important to ensure that the user has an enjoyable and seamless experience when navigating your site.
Vanity metrics [van-i-tee meh-triks] Metrics such as follower count. Vanity metrics used to be one of the most important metrics to showcase success for a brand, but over the years, social media has evolved and how it's used has changed. It is encouraged by social media managers for brands to not focus on follower count; Having a huge follower count does not necessarily mean your followers are loyal and will buy from you (see 'Sanity Metrics' above).
Visual Search [vizh-oo-uhl surch] A search method that involves using images or visual input as queries, allowing users to find information, products, or similar images online.
Voice Search [voyss surch] A technology that enables users to interact with search engines or virtual assistants using spoken language, allowing for hands-free and natural language interactions.
Web crawler [web kraw-ler] A program or script that systematically browses the internet to index and collect information from web pages, enabling search engines to provide relevant and up-to-date search results.
Web scraper [web skray-per] A tool or program that extracts data from websites, typically for the purpose of collecting information or monitoring changes in content.
XML [eks-em-el] Extensible Markup Language (XML) is a markup language and file format for storing, transmitting, and reconstructing arbitrary data.
YMYL [why-em-why-el] Your Money or Your Life (YMYL) refers to content that could impact a person's health, safety, financial stability, or overall well-being, often subject to higher scrutiny and quality standards in search engine algorithms.