Glossary

A method of comparing two versions of a webpage or app against each other to determine which one performs better.

The portion of a webpage that is visible without scrolling. Content here is considered most important for grabbing user attention.

A digital marketplace where advertisers and publishers buy and sell advertising space, often through real-time bidding.

Former name for Google Ads, Google’s advertising platform for paid search marketing.

A set of web development techniques allowing web applications to send and retrieve data from a server asynchronously without interfering with the display and behavior of the existing page.

A set of rules or calculations used by search engines to rank websites in search results.

A description added to an image’s HTML tag, used by search engines and screen readers to understand the content of the image.

The clickable text in a hyperlink, which can influence search engine rankings for the linked page.

A set of protocols and tools that allows different software applications to communicate with each other.

A method that allows mobile apps to be indexed by search engines, enabling content within apps to appear in search results.

The simulation of human intelligence processes by machines, especially computer systems.

The server-side development focusing on databases, scripting, and website architecture that powers the front-end.

A link from one website to another; considered valuable in SEO for boosting a site’s authority.

The amount of data that can be transmitted over an internet connection in a given time period.

A graphical display advertisement that appears on websites, typically at the top or sides of a page.

A technique used by advertisers to deliver personalized ads based on users’ browsing behavior.

Unethical SEO practices that violate search engine guidelines to achieve higher rankings quickly.

The percentage of visitors who navigate away from a website after viewing only one page.

A temporary storage area in a user’s browser that saves copies of web pages to improve load times on subsequent visits.

A secondary navigation system that shows a user’s location within a website’s hierarchical structure.

Software that enables users to create, edit, and manage website content without specialized technical knowledge (e.g., WordPress, Joomla).

An advertising model where the advertiser pays for a specified acquisition, such as a sale or sign-up.

An advertising model where the advertiser pays each time a user clicks on their ad.

An advertising model where the advertiser pays per one thousand impressions of their ad.

A style sheet language used for describing the presentation of a document written in HTML or XML.

A prompt on a website or ad that tells the user to take some specified action.

The percentage of users who click on a specific link out of the total users who view an email, page, or ad.

The percentage of users who take a desired action, such as making a purchase or filling out a form.

A small piece of data stored on the user’s computer by the web browser while browsing a website.

A program used by search engines to systematically browse the internet for indexing.

An interface that provides at-a-glance views of key performance indicators relevant to a particular objective or business process.

An organized collection of structured information or data, typically stored electronically.

Visual-based advertisements appearing on websites, apps, or social media platforms.

The system that translates human-friendly domain names to IP addresses.

A search engine ranking score developed by Moz that predicts how well a website will rank on SERPs.

The amount of time a user spends on a webpage before returning to the SERPs.

The buying and selling of goods or services using the internet.

The use of email to promote products or services while developing relationships with potential customers.

A metric that measures the level of interaction content receives from an audience.

A hyperlink that points to a page on a different website than the one it is on.

A network security system that monitors and controls incoming and outgoing network traffic based on predetermined security rules.

A minimalist design approach that emphasizes usability, featuring clean, open space, crisp edges, and bright colors.

A platform for developing software applications, providing a foundation on which developers can build programs.

A standard network protocol used for transferring files from one host to another over the internet.

The practice of converting data to a graphical interface using HTML, CSS, and JavaScript so users can view and interact with that data.

Delivering content or advertisements to a user based on their geographic location.

Google’s online advertising platform where advertisers bid to display brief advertisements, service offerings, or videos to web users.

Changes made to Google’s search engine algorithm to improve search results quality.

A marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure.

A data visualization tool that shows how users interact with a webpage, highlighting areas where users click, move, and scroll.

The service of providing storage space and access for websites.

The standard markup language for documents designed to be displayed in a web browser.

A metric that counts the number of times an ad or a piece of content is displayed, regardless of whether it was clicked or not.

The process by which search engines organize information before a search to enable super-fast responses to queries.

A link coming from another site to your own website; also known as a backlink.

A unique string of numbers separated by periods that identifies each computer using the Internet Protocol to communicate over a network.

A programming language commonly used to create interactive effects within web browsers.

A commonly used method of lossy compression for digital images.

A significant word or phrase that relates to the content in a document or the terms users enter into search engines.

The percentage of times a keyword appears on a webpage compared to the total number of words.

An unethical SEO technique involving overloading a webpage with keywords to manipulate a site’s ranking in search results.

A standalone webpage created specifically for marketing or advertising campaigns, where visitors land after clicking on a link.

The process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service.

The process of acquiring hyperlinks from other websites to your own, important for improving SEO.

Keyword phrases that are more specific and usually longer than more commonly searched for keywords.

An HTML attribute that provides a brief summary of a webpage; displayed in search engine results pages.

Tags that provide metadata about the HTML document, used by search engines to understand the content of the page.

Designing and formatting a website so that it is easy to read and navigate on a mobile device.

The process of converting something into money, typically referring to generating revenue from a website or app.

A type of advertising that matches the form and function of the platform upon which it appears.

The system that allows visitors to a website to move around and find content.

A link that does not pass SEO value from one site to another, as it tells search engines not to follow it.

Visitors who come to a website as a result of unpaid (“organic”) search results.

A link from your website to another external website.

The process of making something as effective or functional as possible, commonly used in SEO to improve a website’s ranking.

A score developed by Moz that predicts how well a specific page will rank on search engine result pages.

The amount of time it takes for a webpage to fully display its content.

An advertising model where advertisers pay a fee each time their ad is clicked.

A semi-fictional representation of your ideal customer based on market research and real data.

A popular general-purpose scripting language that is especially suited to web development.

A software add-on that is installed onto a program, enhancing its capabilities.

A type of online advertisement that opens in a new browser window.

The use of software to purchase digital advertising, automating the buying, placement, and optimization of media inventory.

A type of barcode that contains a matrix of dots, which can be scanned using a QR scanner or a smartphone with a built-in camera.

A metric used by Google Ads to determine the relevance and quality of your keywords and PPC ads.

Criteria used by search engines to evaluate webpages and determine their relevance and quality for ranking.

An online marketing technique that enables advertisers to display ads to users who have previously visited their site.

An approach to web design that makes web pages render well on a variety of devices and window or screen sizes.

A performance measure used to evaluate the efficiency or profitability of an investment.

A web feed that allows users and applications to access updates to websites in a standardized, computer-readable format.

A form of microdata that helps search engines understand your site’s content better to provide richer search results.

A form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through paid advertising.

The practice of increasing the quantity and quality of traffic to your website through organic search engine results.

The page displayed by a search engine in response to a query by a user.

A file where you provide information about the pages, videos, and other files on your site, and the relationships between them.

A psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior.

A digital certificate that authenticates a website’s identity and enables an encrypted connection.

A tool that allows you to manage and deploy marketing tags on your website without modifying the code.

A specific group of people identified as the intended recipient of an advertisement or message.

A reduced-size version of a picture or video, used to help in recognizing and organizing them.

An HTML element that specifies the title of a webpage, displayed on SERPs as the clickable headline.

The amount of data sent and received by visitors to a website.

The space where interactions between humans and machines occur.

Content created and published by unpaid contributors, typically fans or customers.

A term used in web analytics to refer to a person who visits a site at least once within the reporting period.

The address of a web page on the internet.

The overall experience of a person using a product, system, or service, especially in terms of how easy or pleasing it is to use.

A marketing strategy that encourages individuals to pass on a marketing message to others, creating exponential growth.

A simulated experience that can be similar to or completely different from the real world.

The arrangement or presentation of elements in a way that implies importance.

The inclusive practice of ensuring there are no barriers that prevent interaction with, or access to, websites on the World Wide Web by people with disabilities.

An online seminar or presentation that is transmitted over the web.

Ethical SEO practices that comply with search engine guidelines and focus on a human audience.

A visual guide that represents the skeletal framework of a website or app.

A markup language that defines a set of rules for encoding documents in a format readable for both humans and machines.

A file that lists a website’s important pages to help search engines crawl and index the site more effectively.

The process of increasing the effectiveness and profitability of advertising on a website.

A term used by Google to describe pages that could impact a person’s future happiness, health, financial stability, or safety.

A search result in which the answer is displayed directly on the SERP, so the user doesn’t need to click through to a website.

A file that contains mappings between domain names and IP addresses within a DNS zone.

A collection of software for graphic design, video editing, web development, photography, and more.

A software application for image editing and photo retouching.

A service that tracks and reports website traffic, offering insights into user behavior.

An online visibility management and content marketing SaaS platform that provides tools for SEO, PPC, content, social media, and competitive research.

An all-in-one SEO toolset for link building, keyword research, competitor analysis, rank tracking, and site audits.

An open-source CMS used for building websites and blogs.

Transactions or activities conducted between businesses.

Transactions or activities conducted between businesses and end consumers.

The process of increasing the percentage of users who perform a desired action on a website.

A measurable value that demonstrates how effectively a company is achieving key business objectives.

A commitment between a service provider and a client.