Digital Marketing Glossary | Web, SEO & Marketing Terms Explained

A/B Testing

A method of comparing two versions of a webpage or app against each other to determine which one performs better, by showing the two variants to different segments of users and analysing the results.

Example: Testing two different headlines for a landing page to see which generates more conversions.

AI (Artificial Intelligence)

The simulation of human intelligence processes by machines, especially computer systems, which involves learning, reasoning, problem-solving, and decision-making.

Example: Chatbots like Apple's Siri and Amazon's Alexa.

Analytics

The systematic computational analysis of data or statistics used to discover, interpret, and communicate meaningful patterns in data, and apply those patterns towards effective decision-making.

Example: Google Analytics helps businesses understand website traffic and user behavior.

API (Application Programming Interface)

A set of protocols, tools, and definitions for building software applications, allowing different software systems to communicate with each other.

Example: The Google Maps API allows developers to integrate maps and location services into their applications.

Automation

The use of technology to perform tasks without human intervention, which improves efficiency, consistency, and allows employees to focus on more complex tasks.

Example: Automating email responses to customer inquiries using AI-powered tools.

Backlinks

Links from one website to another that improve SEO authority and rankings.

Example: A blog linking to your business site can help boost search visibility.

Bounce Rate

The percentage of visitors to a website who navigate away after viewing only one page, indicating the level of engagement and the effectiveness of the website content.

Example: A high bounce rate on a landing page might indicate that the content is not relevant or engaging.

Branding

The process of creating a unique name, image, and identity for a product or service in the consumer's mind, achieved through consistent theme and messaging across all marketing materials.

Example: Nike's branding includes its swoosh logo and the "Just Do It" slogan.

Call to Action (CTA)

Elements in a web page or advertisement designed to prompt an immediate response or encourage an immediate sale, such as buttons, links, or messages urging the visitor to "Buy Now" or "Sign Up."

Example: A "Get Started" button on a software trial signup page.

Chatbot

A computer program designed to simulate conversation with human users, especially over the internet, providing instant customer support and information.

Example: The chatbot on the H&M website helps customers find products and answer queries.

Change Management

The process of helping businesses adapt to new strategies, technologies, or structures smoothly and effectively.

Example: A consultancy supporting a company in moving to cloud-based systems.

Cloud Computing

The delivery of computing services—including servers, storage, databases, networking, software—over the internet ("the cloud"), allowing for flexible resources and economies of scale.

Example: Services like Google Drive and Dropbox offer cloud storage solutions.

CMS (Content Management System)

Software applications used to create, manage, and modify digital content, making it easier to build and manage websites without needing advanced technical skills.

Example: WordPress and Joomla are popular CMS platforms.

Community Development

Initiatives aimed at improving the well-being of individuals and groups in a community, often by building local capacities, resources, and fostering economic and social development.

Example: Local workshops on financial literacy and job training programs.

Community Engagement

The process by which businesses and organisations connect with and contribute to their local communities through activities, events, and programs that address community needs and interests.

Example: A local business sponsoring a community sports event.

Content Marketing

A marketing strategy focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, driving profitable customer action.

Example: HubSpot's blog offers valuable insights on inbound marketing to attract potential clients.

Conversion Funnel

The stages a potential customer goes through before making a purchase, from awareness to consideration to decision.

Example: Blog article → Free trial signup → Paid subscription.

Conversion Rate

The percentage of visitors to a website who complete a desired goal (such as making a purchase or filling out a form), used to measure the success of a website or marketing campaign.

Example: A 5% conversion rate on an e-commerce site means 5 out of every 100 visitors make a purchase.

Corporate Social Responsibility (CSR)

A self-regulating business model that helps a company be socially accountable to itself, its stakeholders, and the public by contributing positively to society and the environment.

Example: Patagonia commits to environmental sustainability by using recycled materials in its products.

CRM (Customer Relationship Management)

Software used to manage a company's interactions with current and potential customers, streamlining processes, and improving profitability through organised data management.

Example: Salesforce is a widely-used CRM platform.

CTR (Click Through Rate)

The percentage of users who click on a specific link, ad, or call-to-action compared to the total number of views.

Example: An email campaign with a 10% CTR means 1 in 10 recipients clicked the link.

Customer Data

Information collected from customers, used to improve services, personalise marketing efforts, and enhance overall business decisions.

Example: Email addresses, purchase history, and feedback surveys.

Customer Engagement

Strategies and practices used to build and maintain relationships with customers through interactions, personalised communication, and providing exceptional customer experiences.

Example: Personalised email campaigns and loyalty programs.

Customer Feedback

Information provided by customers about their experience with a product or service, used to improve offerings and customer satisfaction.

Example: Online reviews, surveys, and feedback forms.

Customer Journey

The complete experience a customer has with a brand, from first interaction to post-purchase loyalty.

Example: Seeing a Facebook ad, browsing the site, making a purchase, and leaving a review.

Customer Retention

Strategies and actions companies use to keep their existing customers engaged and encourage repeat business, enhancing loyalty and lifetime value.

Example: Offering a subscription model or frequent-buyer discounts.

Data Security

The practice of protecting digital information from unauthorised access, corruption, or theft, ensuring confidentiality, integrity, and availability of data.

Example: Using encryption and secure servers for storing customer data.

Direct Mail Marketing

Sending physical promotional materials such as postcards, brochures, or catalogs to the homes of potential local customers to generate interest and sales.

Example: A local restaurant sending out discount coupons to nearby residents.

Domain Name

The address where Internet users can access a website, typically made up of a name and a top-level domain (e.g., localflow.com).

Example: Google's domain name is google.com.

E-commerce

The buying and selling of goods or services using the internet, encompassing various types of transactions like online retail, auctions, and business-to-business sales.

Example: Amazon is one of the largest e-commerce platforms in the world.

Email Marketing

The use of email to promote products or services, build customer relationships, and deliver targeted marketing messages.

Example: Sending a monthly newsletter with product updates and special offers to subscribers.

Employee Assistance Programs (EAPs)

Employer-sponsored programs that offer services like counseling, legal advice, and support for personal and work-related issues to help employees maintain their well-being.

Example: Confidential counseling services provided to employees through an EAP.

Employee Engagement

The emotional commitment employees have towards their organisation and goals.

Example: High engagement leads to reduced staff turnover.

Environmental Stewardship

The responsible use and protection of the natural environment through conservation and sustainable practices, often involving businesses taking active steps to reduce their environmental footprint.

Example: A company implementing a recycling program and reducing energy consumption.

ESG (Environmental, Social, and Governance)

Criteria for measuring a company’s sustainability and ethical impact.

Example: Investors screening companies based on ESG scores.

Ethical Business Practices

Conducting business in a manner that is consistent with the ethical standards of society, including fairness, transparency, and respect for stakeholders.

Example: A company ensuring fair wages and working conditions for all employees.

Fair Trade

A trading partnership, based on dialogue, transparency, and respect, that seeks greater equity in international trade by offering better trading conditions and securing the rights of marginalised producers and workers.

Example: Fairtrade coffee supports small-scale farmers by ensuring fair prices.

Flexible Working

Offering employees flexibility in working hours, location, and schedule, to accommodate their personal needs and preferences, thus improving work-life balance.

Example: Remote working options and flexible start/end times.

Foot Traffic

The number of people visiting a business or retail space, often used as a measure of potential customers and the success of marketing efforts.

Example: A retail store tracking foot traffic to evaluate the effectiveness of a window display.

Geo-targeting

Delivering content or advertisements to users based on their geographic locations, helping businesses reach the most relevant audience.

Example: A local pizzeria using geo-targeted ads to reach customers within a specific delivery area.

Impact Assessment

The process of identifying the future consequences of a current or proposed action on social, economic, and environmental factors, helping organisations make informed decisions.

Example: Assessing the impact of a new factory on the local community and environment.

Impact Investing

Investments made into companies, organisations, and funds with the intention to generate a measurable, beneficial social or environmental impact alongside a financial return.

Example: Investing in renewable energy projects to support environmental sustainability.

Inclusive Business

Business models that integrate low-income communities into their value chain as suppliers, distributors, retailers, or customers, promoting economic development and inclusivity.

Example: A company sourcing materials from local artisans to support community livelihoods.

Influencer Marketing

Partnering with individuals who have large or engaged audiences to promote a product or service.

Example: A skincare brand collaborating with a beauty YouTuber.

Integration

The process of connecting software systems so they work seamlessly together.

Example: Linking a CRM with an email marketing platform to automate campaigns.

Keyword Research

The process of identifying words and phrases customers use in search engines, which helps guide SEO strategy.

Example: Discovering that “emergency plumber London” is a high-volume keyword.

KPI (Key Performance Indicator)

A measurable value that demonstrates how effectively a company is achieving key business objectives, used to track progress and performance.

Example: Tracking the number of new customers acquired each month.

Landing Page

A standalone web page created specifically for a marketing or advertising campaign, designed to capture leads or prompt a specific action from visitors.

Example: A landing page offering a free e-book in exchange for signing up for a newsletter.

Lead Generation

The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service, often through various marketing strategies.

Example: Using social media ads to drive traffic to a signup form for a free webinar.

Local listings

Business information listings on platforms like Google My Business, Yelp, and local directories, helping businesses gain visibility in local search results.

Example: A local bakery listing its business on Google My Business to attract nearby customers.

Local Partnerships

Collaborations with other local businesses to create mutually beneficial marketing opportunities and community initiatives.

Example: A café partnering with a local bookstore for a joint promotional event.

Local Procurement

The practice of sourcing goods and services from local suppliers to boost the local economy and create jobs, promoting community growth and sustainability.

Example: A restaurant sourcing ingredients from nearby farms and vendors.

Local SEO (Search Engine Optimisation)

Optimising a business’s online presence to attract more business from relevant local searches, improving visibility in search engine results.

Example: A plumber optimising their website for keywords like "plumber near me" to attract local clients.

Local Value

The benefits a business brings to its local community, including economic, social, and environmental contributions, often through job creation, community engagement, and sustainable practices.

Example: A business that hires locally, participates in community events, and implements green practices.

Loyalty Programme

A system that rewards customers for their repeated business, encouraging continued patronage through incentives like discounts, points, or exclusive offers.

Example: A coffee shop offering a free drink after every ten purchases.

Machine Learning

A subset of AI where systems learn from data and improve performance without being explicitly programmed.

Example: Spam filters that get better at detecting unwanted emails over time.

Marketing Funnel

The journey customers take from awareness to purchase.

Example: Seeing an advert → browsing the site → adding to cart → buying.

Mental Health

Emotional, psychological, and social well-being of employees, critical for maintaining a healthy and productive workforce.

Example: Providing access to mental health resources and promoting a supportive work environment.

Meta Tags

HTML elements that describe a page’s content to search engines.

Example: A page title like “Digital Marketing Agency in Essex – Free Consultation.”

Mindfulness Training

Programs designed to enhance employees’ focus, awareness, and stress management through mindfulness techniques such as meditation and mindful breathing.

Example: Offering weekly meditation sessions at the workplace.

Natural Language Processing (NLP)

A field of AI that allows machines to understand, interpret, and generate human language.

Example: ChatGPT interpreting and responding to text queries.

Neighborhood Marketing

Targeting marketing efforts to the immediate local area surrounding a business, engaging with the community to build strong customer relationships.

Example: A local bakery distributing flyers and offering discounts to nearby residents.

Omnichannel

A multichannel approach to sales that seeks to provide customers with a seamless shopping experience, whether they are shopping online, by phone, or in a brick-and-mortar store.

Example: A retail store that allows customers to order online and pick up in-store.

Open Rate

The percentage of recipients who open an email marketing campaign.

Example: A newsletter with a 30% open rate.

Organic Traffic

Visitors who come to a website through unpaid search results.

Example: Someone finding a blog through a Google search rather than an ad.

Pay-Per-Click (PPC)

An advertising model where businesses pay when someone clicks their ad.

Example: A law firm paying per click for Google Ads.

Persona

A semi-fictional representation of your ideal customer based on market research and real data, used to tailor marketing efforts and product development.

Example: Creating a persona named "Busy Brenda" to represent a target customer who is a working mother looking for quick and convenient meal solutions.

Philanthropy

The desire to promote the welfare of others, expressed especially by the generous donation of money to good causes, often as part of corporate social responsibility.

Example: A company donating a portion of its profits to local schools and educational programs.

Physical Wellness Initiatives

Programs promoting physical health, such as gym memberships, fitness challenges, or health screenings, aimed at improving employee well-being.

Example: Organising a company-wide fitness challenge to encourage employees to stay active.

A statement that discloses some or all of the ways a business collects, uses, discloses, and manages a customer or client's data, ensuring transparency and compliance with legal standards.

Example: A website displaying its privacy policy to inform users how their data will be used and protected.

Promotional Campaigns

Coordinated series of advertisements and promotions designed to increase awareness, engagement, and sales for a business or product.

Example: A month-long social media campaign offering special discounts and giveaways.

Responsive Design

A web design approach that makes web pages render well on a variety of devices and window or screen sizes, providing an optimal viewing experience.

Example: A website that looks and functions well on both desktop computers and smartphones.

Retargeting

A form of online advertising that re-engages people who previously visited a website but didn’t convert.

Example: An ad for shoes following you around the web after you browsed them but didn’t buy.

Return on Ad Spend (ROAS)

A metric that measures the revenue generated for every pound spent on advertising.

Example: Generating £500 in sales from £100 of ad spend means a ROAS of 5:1.

Return on Investment (ROI)

A measure used to evaluate the efficiency or profitability of an investment, calculated by dividing the return of an investment by the cost of the investment.

Example: Analysing the ROI of a marketing campaign to determine its effectiveness in generating sales.

SaaS (Software as a Service)

Cloud-based software delivered via the internet on a subscription basis.

Example: Using Canva online instead of installing design software locally.

SEO (Search Engine Optimisation)

The practice of improving the visibility of a website in search engine results through various techniques and strategies, driving organic traffic.

Example: Using keyword optimisation, quality content, and backlinks to improve a website's ranking on Google.

SERP (Search Engine Results Page)

The page displayed by a search engine after a query is entered.

Example: Google showing a mix of ads, maps, and organic results for “plumber near me.”

Social Enterprise

An organisation that applies commercial strategies to maximise improvements in financial, social, and environmental well-being.

Example: A company that reinvests profits into community projects and social initiatives.

Social Innovation

The process of developing and deploying effective solutions to challenging and often systemic social and environmental issues in support of social progress.

Example: A tech startup creating an app to connect volunteers with local community service opportunities.

Social Media Marketing

The use of social media platforms to promote a product or service, engage with customers, and build brand awareness.

Example: Using Instagram to showcase new product launches and engage with followers through comments and direct messages.

Social Responsibility

The idea that businesses should balance profit-making activities with activities that benefit society, including ethical practices, environmental sustainability, and community engagement.

Example: A company implementing a recycling program and participating in local charity events.

Social Return on Investment (SROI)

A methodology for measuring and accounting for the value created by social, environmental, and economic outcomes.

Example: Evaluating the impact of a community education program by measuring improvements in local employment rates.

SSL Certificate

A digital certificate that provides authentication for a website and enables an encrypted connection, ensuring secure communication between the user's browser and the website.

Example: A website displaying a padlock icon in the address bar, indicating it has an SSL certificate.

Stakeholder Engagement

The process by which an organisation involves people who may be affected by the decisions it makes or can influence the implementation of its decisions.

Example: Conducting surveys and focus groups with community members to gather input on a new development project.

Sustainability

Meeting the needs of the present without compromising the ability of future generations to meet their own needs, often involving environmentally friendly practices.

Example: A company reducing its carbon footprint by using renewable energy sources and minimising waste.

Sustainable Development Goals (SDGs)

A collection of 17 global goals set by the United Nations General Assembly, designed to achieve a better and more sustainable future for all.

Example: A business aligning its strategies with SDGs such as promoting gender equality and clean energy.

Tech & Innovation

News and updates on the latest innovations in technology, particularly those relevant to small businesses, helping them stay competitive and efficient.

Example: Articles on emerging technologies like AI, blockchain, and IoT.

Triple Bottom Line

An accounting framework that incorporates three dimensions of performance: social, environmental, and financial, emphasising the importance of balancing profit with people and planet.

Unique Selling Proposition (USP)

The factor that differentiates a business from competitors.

Example: Offering a pay-monthly website design service with no upfront cost.

User Experience (UX)

The overall experience of a person using a product, especially in terms of how easy and pleasant it is to use, influencing customer satisfaction and loyalty.

Example: Designing a website with intuitive navigation and fast load times to enhance user experience.

User Interface (UI)

The space where interactions between humans and machines occur, focusing on the design of websites, apps, and other digital interfaces.

Example: A clean and user-friendly interface on a mobile banking app.

Value Proposition

A statement explaining why a customer should choose your product or service.

Example: “Affordable web design tailored for small businesses.”

Volunteerism

The practice of providing time and skills for the benefit of other people and causes rather than for financial benefit.

Example: Employees participating in a company-organised day of volunteering at a local shelter.

Web Design & Development

Information on the importance of web design, user experience, and best practices for maintaining a professional online presence.

Example: Creating responsive websites that provide a seamless experience across all devices.

Web Hosting

The service of providing storage space and access for websites, allowing them to be accessible on the internet.

Example: Using a web hosting provider like Bluehost or SiteGround to host a business website.

Wellness Programs

Initiatives designed to improve the health and well-being of employees, often including physical, mental, and emotional wellness activities.

Example: Offering yoga classes and health screenings at the workplace.

Workflow

A sequence of processes through which a piece of work passes from initiation to completion, improving efficiency and productivity.

Example: Automating repetitive tasks in a workflow to save time and reduce errors.