Alt Text (or Alternative Text)

A method of redirecting a visitor from one web page to another web page. This type of redirect is to be used for permanent redirects (example: you own websiteA.com and websiteB.com but you only want one website. You would 301 redirect all of the traffic from websiteB.com to websiteA.com so that all visitors end up on websiteA.com)

A method of redirecting a visitor from one page to another web page, used for temporary situations only. For permanent redirects, instead use a 301.

The error message that appears when a visitor tries to go to a web page that does not exist.

The term Alexa Rank refers to an algorithm calculation of Alexa traffic ranking from users, such as reach and page views, who have an Alexa toolbar installed.

A process or set of rules that computers follow to perform a task. In digital marketing, algorithm usually refers the the sets of processes Google uses to order and rank websites in search results. The SEO industry gives various Google algorithms their own nicknames like Penguin (which analyses the quality of links pointing to a website) and Panda (which assesses the quality of the content on a website). The main ranking algorithm is SEO is referred to as “The core algorithm”.

An attribute added to HTML code for images, used to provide vision impaired website visitors with information about the contents of a picture. Best practice dictates that all images on a website should have alt text, and that the text should be descriptive of the image.

A Google platform that allows webmasters to collect statistics and data about website visitors. Google Analytics (sometimes abbreviated as GA) allows webmasters to see where web traffic comes from and how visitors behave once on the site.

The Anchor Text is the clickable text that takes you to another site/URL; forming a hyperlink. For images, anchor text is often defined as the “AltText” of the link. Search engines may use this text to help determine the subject matter of the linked-to information.

A metric in Google Adwords that helps advertisers understand where, on average, their ads are showing in Google search results pages. There are usually 4 available ad slots at the top of a search result page (where 1 is the first ad, 2 is the second ad, etc), so for the best results advertisers typically want an average position between 1-4. Average position 5+ indicates that your ads are showing at the bottom of the search results page.

A backlink is an incoming link from a different website or referring domain. Within the SEO industry a “backlink” can sometimes be referred to as an “in link”.

A web search engine that provides search services for web, video, image and map search products. Bing is owned and operated by Microsoft, and is powers Yahoo! Search. Bing now controls approximately 20% of the search share.

A platform that provides pay-per-click advertising on both the Bing and Yahoo! search engines. The service allows businesses to create ads, and subsequently serve the ads to consumers who search for keyword that the businesses bid on. This platform also offers targeting options such as location, demographic, and device targeting.

Slang for an unethical digital marketer or SEO who uses spammy tactics to rank websites, like article spinning, mass directory link building, or negative SEO.

Short for “web log”, a blog is a web page or a website that is regularly updated with new written content. Blogs are an important section of a website in digital marketing, as they offer fresh new content on a regular basis which can help attract new visitors, engage existing visitors, and give authority signals to Google.

An automated program that visits websites, sometimes also referred to as a “crawler” or a “spider”. A spam bot visits websites for nefarious reasons, often showing in Google Analytics as junk traffic. However, Google uses a bot to crawl websites so that they can be ranked and added to Google search.

The percentage of visitors to a website that leave immediately without clicking or interacting with any portion of the page. For example, if 100 people visit a website, and 50 of them immediately leave, the website has a bounce rate of 50%. Websites aim to have as low of a bounce rate as possible, and averages tend to be anywhere between 40-60%.

Navigation links at the top of a webpage that better help the user understand where on the website they are. These links often appear near the web page’s title and look something like this: Home > Services > Specific Service.

A Facebook platform that allows marketers to manage multiple pages and ad accounts in one central location.

In SEO terms, a “Class C subnet” refers to a class-c sized network, where the last octet; (number separated by dots), of the IPV4 address is ignored. So if there are three machines, one with IP 1.2.3.4, one with IP 1.2.3.5, and one with IP 1.2.4.1, an SEO expert may say that the machines are hosted on two Class-C subnets.

These terms have subtly different definitions in technical systems networking than in SEO, which can lead to confusion.

A piece of code that is added into the html head of a webpage to indicate to Google whether a piece of content is original or duplicated from somewhere else. Original content should canonical to itself, and content taken from other places should point the canonical to the original source URL. Canonicals can also be used to avoid duplicate content issues within a website.

Citation Flow is a score between 0-100 which helps to measure the link equity or “power” the website or link carries. Citation flow is used in conjunction with “Trust Flow”. Together the Citation Flow and Trust Flow form the Majestic Flow Metrics algorithm.

Citation Flow represents an evolutionary leap from our old metric – ACRank – and predicts how influential a URL might be based on how many sites link to it. Links are now not all created with equal weight – and because a strong link will have a relatively stronger influence on URLs, Citation Flow is based on stronger, iterative mathematical logic than the old metric of ACRank.

A metric showing how often people click on an ad after they see it. It can be calculated by dividing the number of clicks on the ad divided by the number of impressions (how many times it was seen). This ratio can be useful when determining whether an ad’s messaging matches what the consumer is searching for, and if it resonates with them.

The rate at which visitors to a website complete the predefined goal. It is calculated by dividing the number of goal achievements by the total number of visitors. For example, if 100 people visit a website and 10 of them complete the conversion goal (like filling out a contact form) then the conversion rate is 10%.

The amount of money spent for a click on an ad in a Pay-Per-Click campaign. In the Adwords platform, each keyword will have an estimated click cost, but the prices change in real time as advertisers bid against each other for each keyword. Average CPCs can range from less than £1 dollar for longtail or low-competition keywords, to upwards of £100 per click for competitive terms, primarily in legal, insurance, and water damage restoration industries.

An automated piece of software that scans websites. The name reflects how the software “crawls” through the code, which is why they are sometimes also referred to as “spiders”. Crawlers are used by Google to find new content and to evaluate the quality of webpages for their index.

A branch of digital marketing that aims to improve the conversion rate of web pages, thus making the pages more profitable. Conversion rate optimisation combines psychology with marketing and web design in order to influence the behaviour of the web page visitor. CRO uses a type of testing called “A/B split testing” to determine which version of a page (version A or version B) is more successful.

Stands for “Cascading Style Sheets”. CSS a document of code that tells the website’s HTML how it should be appear on screen. CSS is a time saving document for web designers as they can style batched-sections of HTML code, rather than styling individual lines of code one-at-a-time.

An element on a web page used to push visitors towards a specific action or conversion. A CTA can be a clickable button with text, an image, or text, and typically uses an imperative verb phrase like: “call today” or “buy now”.

The ratio of how many times an advertisement was clicked on, versus how many times it was shown. It is calculated by dividing the ad’s clicks by the ad’s impressions. For example, if an ad is shown to 100 people, and 10 of them click the ad, then it has a click through rate of 10% (10 clicks / 100 impressions = 10%)

Ads on a display network which include many different formats such as: images, flash, video, and audio. Also commonly known as banner ads, these are the advertisements that are seen around the web on news sites, blogs, and social media.

A network of websites and apps that show display ads on their web pages. Google’s display network spans over 2 million websites that reach over 90% of people on the internet. Businesses can target consumers on the display network based on keywords/topics, placement on specific webpages, and through remarketing.

Stands for Domain Name System, it is a protocol that translates website URLs (which use alphabetic characters) into IP addresses (that use numeric characters). DNS exists because it is more useful for internet users to remember letters and words in website URLs, but the world wide web communicates in numbers with IP addresses. Without DNS, every website would just be a string of numbers rather than a traditional URL.

A phrase that denotes a hyperlink absent of a “nofollow” tag. By default, a hyperlink is a dofollow link until a “nofollow” piece of code is added to it. Dofollow links pass SEO equity to the destination URL, while “nofollow” links do not.

A domain is the main part of a website address. It is usually what your website is called. For example in www.uthink1.com, the domain would be “uthink1.com”. This is also known as a root domain.

Refers to instances where portions of text are found in 2 different places on the web. When the same content is found on multiple websites, it can cause ranking issues for one or all of the websites, as Google does not want to show multiple websites in search results that have the exact same information. This type of duplicate content can occur because of can result from plagiarism, automated content scrapers, or lazy web design. Duplicate content can also be a problem within one website — if multiple versions of a page exists, Google may not understand which version to show in search results, and the pages are competing against each other. This can occur when new versions of pages are added without deleting or forwarding the old version, or through poor URL structures.

Stands for Electronic Commerce, it is a classification for businesses that conduct business online. The most common form of e commerce business is an online retailer that sells products direct to the consumer.

A marketing system that uses software to automatically send emails based on defined triggers. Multiple automated emails in a sequence are used create user funnels and segment users based on behaviour. For example, an automation funnel could be set to send email 1 when a person provides their email address, then either email 2a or 2b would be sent based on whether or not the person clicked on the first email.

A collection of email addresses that can be used to send targeted email marketing campaigns. Lists are typically segmented by user classification so a list of existing customers can receive one type of communication, while potential customers can receive more promotional communication.

The use of email with the goal of acquiring sales, customers, or any other type of conversion.

Ads Manager is a tool for creating Facebook ads, managing when and where they’ll run, and tracking how well campaigns are performing on Facebook, Instagram or their Audience Network.

Facebook allows advertisers to reach its users through their ad network. A range of ad types can be created to reach various goals set by companies. Facebook advertising is unique in that audiences are set up based on vast demographic information that Facebook has about their users, as compared to Google advertising that uses keywords.

A public webpage on Facebook created to represent a company. Using a business page gives users access to Facebook Ads Manager. It also allows businesses to engage with users (i.e. page likes, message responses, post content).

Google’s online advertising service. This system allows advertisers to reach customers through their search and display networks. AdWords offers several cost models which vary by bidding strategy and company goals. Advertisers can bid on keywords which allows their ads to show in Google search results and on Google’s network of partner websites.

A mathematical programmatic system that determines where websites will appear on Google search result pages for any given number of queries. Sometimes also called the “Core” algorithm, though this is a less specific term. Google’s algorithm is constantly updated (approximately 500-600 times a year, or two times per day), which can have varying levels of impact on the rankings of websites across the world. Google’s actual algorithm is kept deliberately secret to prevent webmasters from manipulating the system for rankings, though Google does publically state their suggested “best practices” for appearing higher in search results.

A free software platform created by Google, which is used to analyse nearly every aspect of users accessing a website. Website traffic, conversions, user metrics, historical data comparisons, and effectiveness of each channel of marketing can all be managed using this tool.

The industry nickname for one of the first major overhauls to the main Google search algorithm. In contrast to algorithm updates like Panda or Penguin, Hummingbird was intended to completely update the way Google interpreted user search queries. Previous to this update, Google results were mostly provided based on specific keyword matching within the user query. Now, a search for “Cheapest way to build birdhouse without using wood” will show results directly related to that query. Previously, users might see results that included wood as a building material.

The platform on which businesses can input information to appear in search results, map packs, location searches, and more. Name, address, phone number, website link, hours of operation, and reviews can all be managed through this platform. GMB is crucial to local SEO campaigns, as this is directly related to location-based searches.

A Google algorithm update focused on analysing the quality of a website’s on-page content. Initially released February 2011, and updated periodically after this release, similar to Google Penguin. This update would determine if content on site pages was related to queries it was being displayed for, and alter the site’s rankings accordingly. Sites with low-quality content saw significant ranking drops due to this algorithm update. The algorithm has now been assimilated to Google’s core search algorithm, and can assess content quality in real time.

A Google algorithm update focused on analysing the quality of links pointing to a site, or more accurately, the overall quality of a site’s backlink profile. First announced on April 2012 and updated periodically after this release, similar to Google Panda. This algorithm targeted so-called “black-hat SEO” tactics which manipulated search rankings by creating links to sites in an unnatural manner. Google analyses all of the pages which link to a specific site and determine whether the links are a benefit to users, or if they simply serve to manipulate search rankings and adjust the site’s standing accordingly. Google estimates that Penguin affects 3.1% of all searches in English, a relatively large number for one algorithm.

Google algorithm update focused on providing locally relevant results to searchers. For example, searching for “SOHO coffee shop” will return results primarily centred around that neighbourhood. In addition, Google can determine your location when you enter a search, and show you local businesses nearby your area even without localised keywords. This algorithm greatly influenced the potential for local businesses to appear in search results.

Reviews left using the Google My Business platform. Reviews are on a 1-5 star scale, and include a brief message written by the reviewer. Reviews can show up in the knowledge graph in Google searches, and have been shown to positively correlate with SEO rankings.
(See also: Google My Business)

Formerly Webmaster Tools – Search Console is a free tool Google offers to webmasters. Within the tool are several areas that include data on how a site is performing in search. Search Console differs from Analytics – it does not measure traffic, it measures a site’s visibility on search pages, and indexability by Google crawler bots. Metrics Search Console measures are Click-Through Rate, Number of Indexed Pages, Number of Dead Links (AKA 404 pages), and more.
(See also: Google Analytics, Click-through rate, Index, Crawler/Spider)

A phrase beginning with the symbol “#” used in social media as a way for tagging content for users to find. Adding hashtags to a post allows users to find that post when searching for that topic. This can be used for finding users looking for broad topics on social media, as well as niche, detailed topics.

Can refer to either the top portion of a webpage that typically contains the logo and menu, or the section of HTML in a website’s code that contains important information about the site.

On a website, certain code is placed in the universal header section so that it can be accessible across all pages of the website. Typically in the header code, you’ll find things like Schema Markup, Analytics Code, Adwords Code, and other tools used for tracking data across a website. These are placed in the header code so that they can be rendered and start tracking information as the site loads.

(h1, h2, h3, etc) – Header tags are used in HTML for categorising text headings on a web page. They are, in essence, the titles and major topics of a web page and help indicate to readers and search engines what the page is about. Header tags use a cascading format where a page should have only one H1 (main title) but beneath can be multiple H2s (subtitles) and every H2 can have H3s beneath (sub-sub titles) and so on.

-H1 is used only once on a webpage, and is used to display the most important title.

-H2 is used to display the major subtopics of a certain webpage

-H3 is used to display the major subtopics underneath an H2 tag.

A heat map is a graphical representation of how users interact with your site. Heat mapping software is used to track where users click on a page, how they scroll, and what they hover over. Heat maps are used to collect user behaviour data to assist in designing and optimising a website.

A code in the html of a website that tells search engines like Google which spoken language a web page is using. These are especially useful for websites that have versions of pages in multiple languages, as they help Google understand which pages are related and which should be shown to specific audiences.

Stands for Hypertext Markup Language. HTML is a set of codes that are used to tell a web browser how to display a webpage. Each individual code is called an element, or a tag. HTML has a starting and ending element for most markups.

Stands for Hypertext Transfer Protocol. HTTP is the protocol used by the world wide web to define how data is formatted and transmitted, and what actions web browsers and web servers should take to respond to a command. When you enter a website into your web browser and press enter, this sends an HTTP command to a web server, which tells the server to fetch and send the data for that website to your browser.

Stands for Hypertext Transfer Protocol Secure. Is a secured version of HTTP, which is used to define how data is formatted and transmitted across the web. HTTPS has an advantage over HTTP in that the data sent when fetching a webpage is encrypted, adding a layer of security so that third parties can’t gather data about the webpage when the data is sent from the server to the browser.

See “Google Hummingbird”

A hyperlink is an HTML code that creates a link from one webpage to another web page, characterised often by a highlighted word or image that takes you to the destined location when you click on that highlighted item.

An HTML document that is inside of another HTML document on a website. Iframes are used commonly to embed content from one source onto another web page.

A term used in Pay per click advertising that represents how many times an ad was shown.

Inbound marketing refers to the activities and strategies used for attracting potential users or customers to a website. “Inbound” is a more recent euphemism for what has traditionally been called “SEO”. Inbound marketing is crucial to having a good web presence, as it’s used as a way to attract prospective customers by educating and building trust about your services, product and/or brand. (See also: organic)

When used as a nound, index refers to all of the web pages that Google has crawled and stored to be shown to Google searchers (eg: “The Google index has billions of websites”). When used as a verb, it refers to the act of Google copying a web page into their system (eg: “Google indexed my website today so it will start appearing in their search results”).

An IP (Internet Protocol) address is a unique number that identifies a device using the internet to communicate over a network. Each device has a unique IP address, and can be used to locate and differentiate that device from all other devices when using the internet.

You can find your public IP address by going to Google and searching “what is my ip address.”

Java is a programming language that is used to create applications that can run on a digital device. Java can be used on it’s own, while Javascript can only be used in web browsers.

Javascript is a scripting language. Javascript is used on web browsers to provide interactive elements to web pages that are difficult or impossible to achieve with just HTML or CSS.

Keyword density refers to the percentage of how often a keyword appears on a webpage in relation to the total words on that webpage.

A group of two or more words that are used to find information in a search engine. Sometimes, when searching for something, one single keyword does not provide the information you seek, where a keyword phrase allows you to string multiple words together to find better information.

When a web page uses a keyword too often or superfluously, with the intent of manipulating search engines. This type of behaviour is frowned upon and can lead to either algorithmic devaluation in search, or a manual penalty from Google.

The destination webpage a user lands on after clicking on a link (either in an ad or anywhere else). Some landing pages are designed with the purpose of lead generation, and others are with the purpose of directing the flow of traffic throughout a site.

Also known as a hyperlink, a link is a string of hypertext transfer protocol structured text used to connect web pages on the internet. There are two main forms of links: internal links that point to pages on the same site, and external links that point to web pages on a different website.

The cumulative grouping of all links pointing to a particular website. A link profile can be used to determine a website’s power, trust, subject matter, and content. Link profiles are important at determining where a website ranks in google search results. If a website has a high number of links from websites that are not trusted, adult in nature, spammy or against guidelines, the link profile will have a negative effect on rankings. If a website has a high number of links from websites that are strong providers of content or reputable sources of information it will have a positive effect on rankings.

A social networking website oriented around connecting professionals to jobs, businesses and other professionals in their industry. Linkedin is also a strong platform for marketing, job posting, and sharing professional content.

LinkedIn’s advertising platform. Through different ad formats, advertisers can bid on ad space and target unique audiences based on job title, years of experience, industry, and many other demographics.

Linking Domains is similar to that of a referring domain and refers to the number of unique source domains (e.g. example.com) linking to the target URL/domain.

A keyword phrase that is longer in length and hyper-specifically matches a user search query. A long tail keyword get less searches per month but has a higher search intent, and typically less competition by companies looking to serve up content to that search query. For example, a regular keyword might be “braintree web designer” but a long tail keyword would be “affordable braintree web designer that makes WordPress sites”.

One of the meta tags that gives a description of the page in 160 characters. The meta description is an important aspect of a webpage because it is what appears in Google searches and other search engine results.

A specific meta tag that displays the specific keywords addresses in a page. After meta keyword markup was abused on some websites, listed keywords no longer apply to how a page is categorised by google and other search engines.

HTML snippets added to a webpage’s code that that add contextual information for web crawlers and search engines. Search engines use meta data to help decide what information from a webpage to display in their results. Example meta tags include the date the page was published, the page title, author, and image descriptions.

An HTML link attribute that communicates to web crawlers and search engines that the link to the destination web page should NOT transfer SEO equity (ie it shouldn’t give SEO benefit to the recipient). According to Google’s guidelines, any link that is unnatural (like you paid for a press release, or you gave a journalist a perk for writing about your product) should have a nofollow tag.

A source of traffic to a website that comes through clicking on a non-paid search engine result. Organic traffic is a main measurement of an SEO campaign and grows as a site ranks better for keywords, or ranks for more keywords in search engines.

A search engine algorithm developed by Google to rate the quality and relevance of content on a webpage. Google panda was released in February 2011 and devalued sites in search results that had thin, non original, or poorly written content.

An infraction issued by Google, to a webmaster, for breaking Google’s guidelines. The penalty is issued by Google through Search Console, and can result in a sites’ removal from search engine results. The issues that caused the penalty will need to be fixed before the penalty is lifted, and once the penalty is lifted it may still take some time to return to previous rank in Google search results. Penalty may also refer to an “algorithmic penalty” which is actually a misnomer; a website may be doing poorly in search results because of an issue that Google’s algorithm has found in the site. This however is not really a “penalty” but a ranking problem. For there to be a true penalty, there would have to be a manual action from Google, as denoted by the message sent to the webmaster in Search Console.

A search engine algorithm developed by Google to determine the quality of links pointing to a particular site. It was launched to deter spammers from blackhat SEO practices such as private blog and link networks. Google Penguin was released in April 2012 and updated regularly until 2016 when it was then rolled into the Core Algorithm.

 A Google search engine algorithm intended to serve up locally targeted information for certain searches. Google Pigeon was released in July 24, 2014 and helps users find local businesses from broad keyword searches.

An online advertising model in which advertisers are charged for their ad once it is clicked. The PPC model is commonly associated with search engine and social media advertising like Google Adwords and Facebook Ads.

Google Adwords’ rating of the relevance and quality of keywords used in PPC campaigns. These scores are largely determined by relevance of ad copy, expected click-through rate, as well as the landing page quality and relevance. Quality score is a component in determining ad auctions, so having a high score can lead to higher ad rankings at lower costs.

A general term for where a website appears in search engine results. A site’s “ranking” my increase or decrease over time for different search terms, or queries. Ranking is specific to each keyword, so a website may have keywords that rank on the first page, and others that don’t.

Two websites linking to each other, typically for the express purpose of increasing both’s search engine ranking. These types of links are sometimes deemed manipulative by search engines, which can incur a penalty or devaluation against both sites.

A way by which a web browser takes a user from one page to another without the user clicking or making any input. There are various types of redirects (the most common of which is the 301 redirect), which serve different purposes. Typically, this helps improve user experience across a website.

A medium denoted in Google Analytics that represents a website visit that came from another website (as opposed to coming from a Google search, for example). When users click on a link to another, external webpage, they are said to have been “referred” there.

Referring domain, also known as “ref domain”, is a website which has a backlink pointing to a page, or link, to the site you are analysing.

In HTML, “rel” is an attribute associated with links. “Canonical” can be applied to the “rel” attribute, which will link to the original or authoritative page from which content is being used or referenced. The “canonical” page is the original content, and any page referencing it is a duplicate or otherwise similar page. Used to prevent duplicate content issues and maintain search engine rankings.

Also known as retargeting, a type of paid ad that allows advertisers to show ads to customers who have already visited their site. Once a user visits a site, a small piece of data called a “cookie” will be stored in the user’s browser. When the user then visits other sites, this cookie can allow remarketing ads to be shown. Remarketing allows advertisers to “follow” users around in attempts to get the user back to the original site.

A philosophy of creating a website that allows all of the content to show correctly regardless of screen size or device. Your website will “respond” to the size of the screen each user has, shrinking and reorganising on smaller screens, and expanding to fill appropriately on large ones.

Stands for Return On Ad Spend. A PPC marketing metric that demonstrates the profit made as compared to the amount of money spent on the ads. Similar to ROI.

A text file stored on a website’s server that includes basic rules for indexing robots which “crawl” the site. This file allows you to specifically allow (or disallow) certain files and folders from being viewed by crawler bots, which can keep your indexed pages limited to only the pages you wish.

Stands for Return On Investment. In order for a business to receive a positive ROI, they must earn more money using marketing channels than they are spending on the marketing itself.

The shortest form of the domain without specifying any subdomains, i.e.: example.com. It is also known as a Second Level Domain, and previously called “Short Domain”.

Stands for Really Simple Syndication. It is a way for users to keep track of updates to multiple websites (news sites, blogs, and more) in one place, as opposed to having to manually check in on every single site individually. An RSS Feed is a place where all updates are tracked together, in an easily viewable format.

Code that is added to the HTML of a website to give search engines more relevant information about a business, person, place, product, or thing. Also known as rich snippets or structured data.

A program that searches an index of information and returns results to the user based on corresponding keywords. The most well known search engines are Google, Youtube, Bing, and Yahoo.

A nebulous term that can apply to either 1. Any digital marketing that involves the use of a search engine, or 2. Only paid digital marketing that involves a search engine, ie: PPC (pay-per-click). There is not an industry standard as to which definition is correct, however the latter is most commonly used.

The process of improving a website’s performance and positioning in organic search engine results through a variety of methodologies including content production or improvement, technical and code improvement, and link acquisition.

Stands for Search Engine Results Page, the page featuring a list of search results that is returned to the searcher after they submit a keyword search.

A metric in Google Analytics that measures one user interacting with a website during a given period of time, which Google defaults to 30 minutes. A session is not dependent on how many pages are viewed, so if a person goes to a website and looks around at different pages for 20 minutes, it would count as 1 session.

An ad extension in Google Adwords that appears below the main ad copy which links to a specific page on the website (i.e. Contact Us, About Us, etc.). Ads can have from 2-6 sitelinks.

An XML file or page on a website that lists all of the pages and posts for search engines to see. This document helps search engines quickly understand all of the content that they should be aware of on a particular website.

Slang for the portion of a URL that comes after the .com. For example, the homepage might be http://www.domain.com, but for the Contact Us page, a slug would be added to the end of the URL to direct the browser to a page within the website i.e. http://www.domain.com/contact-us.

A term in Google Analytics that helps webmasters classify where traffic is coming from (ie. the “source” of the web traffic). Source can be a search engine (for example, Google) or a domain (website-example.com)

A broad term that includes many different nefarious activities in digital marketing that are done either to help a website rank better or to harm a competitor website. Spam is often in seen the form of hundreds or thousands of low-quality backlinks that were built by a black hat SEO to manipulate rankings.

An automated program that visits websites, sometimes also referred to as a “crawler” or a “bot”. A spam spider visits websites for nefarious reasons, often showing in Google Analytics as junk traffic. However, Google uses a bot to crawl websites so that they can be ranked and added to Google search.

Shortened term for Cascading Style Sheet (CSS). CSS a document of code that tells the website’s HTML how it should be appear on screen. CSS is a time saving document for web designers as they can style batched-sections of HTML code, rather than styling individual lines of code one-at-a-time.

A Subdomain is a domain that is part of a primary domain. Rather than registering a new domain name, often a subdomain is created as a “second website”. For example www.majestic.com is the primary domain and blog.majestic.com is a subdomain.

In WordPress, a tag is an identifying marker used to classify different posts based on keywords and topic. Similar to WordPress categories, but tags are more granular and specific, whereas categories are broad and thematic.

An HTML element that is used to describe the specific topic of a web page. Title tags are displayed in the tabbed top bar of a web browser. In SEO, it is best practice to have descriptive title tags featuring your main keywords, rather than something basic like “home”.

A script, often placed in the header, footer, or thank you page of a website that passes information along to software tools for data gathering purposes. Tools like Google Analytics, Google Adwords utilise tracking codes so that they can track information about users who view a site.

Is a score based on quality, on a scale between 0-100. Majestic collated many trusted seed sites based on a manual review of the web. This process forms the foundation of Trust Flow. Sites closely linked to a trusted seed site can see higher scores, whereas sites that may have some questionable links would see a much lower score.

A social media platform where users interact, or “tweet” by posting a message or replying to a message in 140 characters or less. Each keystroke on a keyboard is considered a character. Twitter is used to share information and links, and utilises hashtags to categorise information. Tweets are typically public and can be seen by anyone. If you are followed by another user, that user will see your tweets in their feed. Similarly, you will the see the tweets of anyone you follow in your feed.

Allows marketers to promote a tweet on users feeds without that user having to follow your brand for it to appear on their feed. These advertisements can be used to grow brand awareness, gain more followers, extend social media reach, and/or reach out to prospective customers about a product or service.

A metric used in web analytics to show how many different, unique people view a website over a period of time. Unique visitors are tracked by their IP addresses. If a visitor visits the same website multiple times, they will only be counted once in the unique visitors metric.

Stands for Uniform Resource Locator and is the address of a web page. The URL refers to what specific web page a web browser is viewing.

Stands for User Experience. UX refers to how a user interacts with a website or app (where they click, which pages they visit). UX can be shaped by testing differences in page layouts, CTAs, colours, content, etc to improve conversion rates. Having a good UX is crucial to having a good business, as it drives repeating users and engagement.

Term for ethical digital marketers who don’t participate in work that could be viewed as unethical or as spam.

Stands for eXtensible Markup Language. Similar to HTML (Hypertext Markup Language) in that it is primarily used to categorise various data for computers and humans to use more effectively. In basic terms, XML allows for customisable tags for marking up information that is otherwise difficult for computers to understand.

A document in XML format that categorises all relevant pages, posts, files, etc. of a website. This document is not intended for human use, though it can be viewed by humans. Instead, an XML sitemap is designed to help search engine crawler bots easily find all of the pages for a given website.