A method of comparing two versions of a web page to see which one performs better in terms of conversion rate or other metrics. Also known as split testing.
Above the Fold
The portion of a web page that is visible without scrolling.
The process of collecting, measuring, and analyzing data to gain insights into website traffic and user behavior.
The aspect ratio is the width of an image or display divided by the height. A standard aspect ratio is 4:3 (width:height), but many displays now have a wider 16:9 aspect ratio.
A digital advertisement that typically appears at the top or bottom of a web page. Banner ads are usually in the form of a graphic image or animation.
Black Hat SEO
This is a type of SEO that uses unethical or spammy techniques to try and improve organic search rankings. These techniques can result in a website being penalized by a search engine.
A website or section of a website that contains written content, often updated on a regular basis. Blogs are often used to share news, opinions, or personal stories.
The bounce rate is the percentage of users who leave your website after viewing only one page.
CSS is a type of style sheet language. CSS stands for Cascading Style Sheets. CSS is used to style the content of a web page.
Call to Action (CTA)
A statement or button that encourages a website visitor to take a specific action, such as signing up for a newsletter or making a purchase.
Click-Through Rate (CTR)
The click-through rate (CTR) is the percentage of people who click on a digital ad or link out of the total number of people who see it. CTR is used to track the effectiveness of a digital marketing campaign.
A click is a measure of how often users click on an ad or other element of digital marketing content. Clicks are used to track the effectiveness of an advertising campaign, as well as to calculate how much an advertiser pays for each click.
A goal-oriented action that a website visitor takes, such as signing up for a newsletter or making a purchase.
The conversion rate is the percentage of users who take a desired action, such as buying a product or signing up for a newsletter.
Conversion Rate Optimization (CRO)
Conversion rate optimization is the process of optimizing your website to increase the percentage of users who take a desired action.
Conversions per source
Conversions per source is the number of conversions that come from each source.
Cost per Click (CPC)
The amount an advertiser pays each time someone clicks on their ad. CPC is used to measure the effectiveness of online advertising campaigns.
Cost per Thousand Impressions (CPM)
The amount an advertiser pays for every 1,000 impressions of their ad. CPM is used to measure the reach of online advertising campaigns.
Customer Relationship Management (CRM)
A system used to manage a company’s interactions with current and potential customers. CRM systems can track customer data, sales, and marketing activity.
Customer lifetime value (CLV)
This is the total value of a customer to a business over the course of their relationship. This metric takes into account not only the revenue from a customer, but also the value of repeat business and referrals.
A user interface that displays key metrics and data in an easy-to-understand format. Dashboards are often used to track progress against goals or objectives.
Information that can be analyzed to reveal insights, trends, and patterns. Data can be qualitative or quantitative.
The process of planning and creating a user interface, website, or product.
Digital marketing is the process of creating, managing, and executing a marketing plan that uses digital technologies and online channels (such as the internet, email, and social media) to reach and engage customers.
A digital advertisement that appears on a website, typically in the form of a graphic image or animation. Display ads can be static or interactive.
The process of sending marketing messages, such as special offers or newsletters, to a list of email subscribers.
The level of interaction between a user and a piece of digital content, such as a website, social media post, or email. Engagement can be measured by time spent on a page, number of interactions (such as clicks or likes), or other metrics.
Exit pages are the last page that a user views before leaving your website.
A list of questions and answers that provides information about a particular topic. FAQs are often used to address common customer questions or concerns.
Functionality is the ability of a website or app to perform its intended purpose.
A sales or marketing term that refers to the journey a customer takes from awareness to purchase. The funnel is often visualized as a narrowing path, with the widest part at the top (representing awareness) and the narrowest part at the bottom (purchase).
GIF is a type of image file format. GIF stands for Graphics Interchange Format. GIF files are lossless, meaning they retain all the information in the original file without losing any quality. GIF files are often used for web graphics because they can be compressed to load quickly on a web page.
A goal is an action that you want users to take on your website, such as buying a product or signing up for a newsletter.
The process of planning and creating visual communications, such as logos, illustrations, and infographics.
Gray Hat SEO
This is a type of SEO that uses methods that are not approved by a search engine, but are not considered to be spammy or unethical.
HTML is a type of markup language. HTML stands for HyperText Markup Language. HTML is used to create the structure of a web page.
Image compression is the process of reducing the file size of an image without losing any quality. Image compression is important because it can help reduce the amount of time it takes for a web page to load.
A measure of the number of times a digital ad or piece of content is seen by a user. One person can generate multiple impressions of an ad or piece of content.
The internet is a global network of computers that allows users to access and share information.
JPEG is a type of image file format. JPEG stands for Joint Photographic Experts Group. JPEG files are lossy, meaning they lose some quality when they are compressed. JPEG files are often used for photos because they can be compressed to load quickly on a web page while still retaining enough quality for most purposes.
Key Performance Indicators (KPIs)
These are metrics that are used to measure the success of an SEO campaign or strategy.
These are the words or phrases that users type into a search engine when they are looking for something.
A web page that is designed to convert visitors into leads or customers. A landing page typically has a specific call to action and forms to collect information from visitors.
A potential customer who has expressed interest in your product or service. Leads can be generated through online forms, landing pages, or other methods.
The medium is the way that users access your website, such as through a web browser or mobile app.
Mobile friendliness refers to a website's ability to be accessed and used on a mobile device. A mobile-friendly website will resize and rearrange itself to be easily viewable and navigable on a small screen.
Mobile usability is the ability of a website or app to be used on a mobile device, such as a smartphone or tablet.
Navigation is the process of moving around a website or app.
This refers to the optimization of factors that are not on the page itself, such as link building, social media engagement, and brand mentions.
This refers to the optimization of the content and other elements on a page to improve organic search rankings.
An operating system is the software that runs on a device, such as iOS, Android, or Windows.
Organic Search Rankings
These are the results that show up in a search engine when someone types in a query. The aim of SEO is to improve organic search rankings so that your website or page appears as high up on the list as possible.
Organic Search Traffic
This is the traffic that comes to your website as a result of someone typing in a query and your website appearing in the organic search results.
Website traffic that is not generated by paid advertising. Organic traffic can come from search engines, social media, or other referral sources.
PNG is a type of image file format. PNG stands for Portable Network Graphics. PNG files are lossless, meaning they retain all the information in the original file without losing any quality. PNG files are often used for web graphics because they can be compressed to load quickly on a web page.
Pages indexed is the number of pages on your website that have been found and indexed by a search engine.
Pageviews is the total number of times that a page on your website has been viewed.
A type of online advertising that allows businesses to pay for their ad to appear in search engine results pages (SERPs). Paid search ads are typically displayed at the top or bottom of SERPs.
Paid traffic is the traffic that comes to your website from sources that you have paid for, such as search engine advertising or banner ads.
A type of online advertising in which businesses pay a fee each time someone clicks on their ad. Pay-per-click advertising can be used for search ads, display ads, or other types of digital ads.
Position is a measure of where an ad or other element of digital marketing content ranks in search engine results pages (SERPs). A higher position means that the content is more likely to be seen by users.
A query is a question that users enter into a search engine.
ROI (Return on Investment)
The return on investment (ROI) is a measure of how much money you make from your digital marketing campaigns, relative to how much you spend on them. A higher ROI means that your campaigns are more effective at generating revenue.
Resolution size refers to the number of pixels in an image or display. A higher resolution means more pixels and a sharper, clearer image. A lower resolution means fewer pixels and a blurrier, less detailed image.
Responsive design is a type of website design that allows a website to adapt to the device it is being viewed on. A responsive website will resize and rearrange itself to be easily viewable and navigable on any size screen, from a small phone to a large desktop monitor.
Returning visitors are users who have visited your website more than once.
This is an evaluation of a website or page to determine its strengths and weaknesses in relation to SEO.
An SEO campaign is a planned, long term strategic effort of optimizing a page or website to improve its organic search rankings.
An SEO strategy is a plan of action that a business or individual takes in order to improve their organic search rankings.
SEO tactics are the individual actions taken as part of an SEO strategy.
These are that can be used to help with the implementation of an SEO campaign or strategy. Examples of tools include keyword research tools, backlink analysis tools, and rank tracking tools.
SERP (Search Engine Page Results)
This is the page that shows up after a user has typed in a query and hit enter. It displays a list of results that the search engine has determined to be the most relevant to the user’s query.
Schema is a type of structured data format. Schema is used to add structured data to a web page.
Screen size is the physical dimensions of a device's screen. Common screen sizes include 4.7 inches (iPhone 7), 5.5 inches (iPhone 7 Plus), and 12.9 inches (iPad Pro).
A search engine is a software program (web-based tool) that's designed to locate information and display results found from the World Wide Web.
Search Engine Algorithm
The algorithm is the set of rules that a search engine uses determine which websites or web pages should be displayed in response to a user’s query
Search Engine Marketing (SEM)
Search engine marketing (SEM) is a type of digital marketing that focuses on improving the visibility of a website in search engine results pages (SERPs). SEM can include paid search ads, SEO, and other techniques.
Search Engine Optimization (SEO)
The process of optimizing a website or web page to rank higher in search engine results pages (SERPs). SEO includes optimizing website content, structure, and on-page elements like titles and metatags.
Search Engine Results Page (SERP)
The page that is displayed after a user enters a query into a search engine. A SERP typically includes organic listings and paid ads.
Session duration is the amount of time that a user spends on your website in one visit.
Websites and applications that allow users to create and share content, such as text, images, and videos. Social media platforms include Facebook, Twitter, and LinkedIn.
The source is the place where a user comes from before they visit your website. Common sources include search engines, social media, and other websites.
Structured data is a type of code that can be added to a web page to help search engines understand the content of the page.
Technical SEO is the process of optimizing a website for the technical aspects that search engines take into account when ranking websites. Technical SEO includes things like site speed, mobile-friendliness, and site structure.
URL (Uniform Resource Locator)
A URL is the address of a webpage on the internet. Every webpage has a unique URL.
Unique visitors is the number of distinct users who have visited your website.
A user is a person who visits your website or uses your app.
User Experience (UX)
User experience is the way that a user feels when using your website or app.
User interface (UI)
User Interface is the way that users interact with your website or app.
A web browser is a software program that allows users to access and view websites. Common web browsers include Google Chrome, Safari, and Mozilla Firefox.
Web design is the process of designing and building websites.
Web development is the process of coding and building websites.
A webpage is a single page on a website. A typical website has many webpages, each with its own URL.
Webpage loading speed
Webpage loading speed refers to the amount of time it takes for a web page to load. A fast loading speed is important because it keeps users from getting frustrated and leaving the page.
A website is a collection of webpages that are accessed through the internet. A typical website has a home page, About page, Contact page, and other pages.
The number of visitors to a website. Website traffic can be measured by unique visitors or pageviews.
White Hat SEO
This is a type of SEO that uses ethical and approved methods to try and improve organic search rankings.
World Wide Web
The World Wide Web (often just called the "web") is a collection of websites that can be accessed through the internet.