Digital Marketing Glossary of Terms

A simple Glossary of Terms to help you update your SEO vernacular.


Search Engine Optimisation is the practice of increasing traffic to a website from organic search engine results. A properly implemented SEO strategy will not only improve search engine rankings and traffic, but improve the quality of traffic to a site, bringing in more relevant users who are more likely to convert.


Pay-per-click is a type of online marketing where advertisers pay a fee each time their an ad is clicked on by a user. The most popular PPC platform is Google Ads, which places your PPC advert at the top of Google search results pages.

Bounce Rate

Bounce Rate is the percentage of sessions in which users view only one page


Stands for Search Engine Results Pages - this is the page displayed when a user enters a query into a search such as Google or Bing.


Stands for Call To Action - an advertising message that prompts an response from the user. E.g. ”Visit our store today”


Stands for Click Through Ratio - The ratio of users that click on a link to the number of total users who have viewed that link.


When a user completes a desired action - e.g. buying something from your site, calling a phone number or filling a contact form.


Stands for Content Management Systems - a software application that is used to create and manage content on websites.


Metadata is data that describes another set of data. Within SEO, meta data is used by search engines to inform the appearance of your site’s listings on search engine results pages.


Backlinks are links from other websites that point towards your site. High quality and relevant backlinks are an important part of SEO as search engines use this as metric to help decide a pages importance and value.


A keyword (or key phrase) is a word or phrase that defines what your content is about. Keywords are what users will most likely be searching to find your site.

Landing Page

A page that serves as an entry point for users coming to your website.

Long-Tail keyword

A long-tail keyword is a keyword phrase that contains more than two words and are usually more specific, targeting a niche demographic rather than a mass audience.

Responsive Design

A web design that uses flexible layouts to detect a user’s screen size and adapts to fit the size and orientation of the device on which it is viewed.

Page View

Each time a user visits a web page, this counts as one page view.

Unique Visitor

A person who visits a site at least once during a certain period.


Stands for user experience - this refers to the overall experience of how easy or pleasing a website is to use.


A sitemap is a file that lists a website's pages, allowing search engine's to find and crawl each page.

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