Glossary of Terms


An Active Glossary of Terms

Alt text:

Is text that gives a full description of an image located on the page.

Anchor text:

Is the clickable text that leads you to another area of the website.


Are incoming links to a website or webpage. Search engines often determine how trustworthy and popular a website is by the number of backlinks it has.

Bounce rate:

Is the percentage of visitors that view a website and leave quickly without viewing other pages within the site. To have a low bounce rate you need to ensure your website is engaging.

Broken links:

Broken links occur when a web page has been deleted or moved. Its important to fix a broken link quickly so that search engines know your website isn’t being neglected.

Brochure website:

Is a showcase of what your business has to offer, you cant purchase via this type of website however you can gather all the information about the company such as contact details, products and services.


You may have duplicate content on your website for a genuine reason and search engines can get confused about what to show searchers. A canonical tag is used to define the original source or confirm which page to prioritise.


A citation is a reference to your business, often found via online directories. The more citations you have the more chance you have of ranking highly in the search engines relating to what you do and where you are based, therefore increasing traffic to your website.

Content marketing:

Content marketing is attracting an audience by creating and sharing media in an engaging way.


Stands for cost per action. It is a metric that measures how much your business is paying out in order to acquire a conversion.


Conversion rate optimisation is the percentage of web traffic that converts. This could be a sale and enquiry or registering for email marketing.


CTR stands for click through rate. It’s a great way of measuring how well your advert or website is doing by how many people are clicking on it.

Direct traffic:

People that have come directly to your site and not through links from other web pages are what we call direct traffic. This can be existing customers revisiting the site, recommended customers or new customers via email or social media.

Domain authority D/A:

Is how powerful the domain name is. This can be measured by many factors one being inbound links.

Domain name:

Domain names are used in URL’s to identify particular webpages. The Internet is based on IP addresses which is why every web server requires a domain name to be found.

Duplicate content:

Is content that is found within or across domains that is identical or extremely similar.


Refers to the purchase of the goods electronically over the Internet.

External links:

Is a link from one website to another.

Google analytics:

Google analytics is a free analysis service that measures website activity and performance.

H1- header one:

Header tags sit in your HTML, header one is usually the title of the post and will be the largest text on the page.

H2- header two:

Header 2 is usually a sub title found underneath header 1.

Image title text:

Is a description that appears when you hover over the image.


Indexing is when a search engine analyses the content of your web pages to find new and updated information.

Internal links:

Allow you to navigate between different pages on the same domain.


Infographics are visual representations of information/data,
They are a good way to engage viewers and for them to process the information quickly and clearly.

Landing page:

Is the page where a visitor first enters a site, this can be any webpage dependent on the link they have chosen.


Is an ecommerce platform with advanced features typically used by medium to large online retailers.

Media queries:

Media queries are filters that can be applied to your website, they make it easier to change styles when accessing the site through different devices.

Meta description:

Is found under the meta title on search engine results pages.
A meta description gives an explanation of what the web pages contain.

Meta title:

Shows the name of the web page. Having a clear and relevant meta title is very important for helping the page rank higher in search engines.


NAP is an abbreviation for Name, address and postcode. It is vital that these details are displayed correctly and consistently across the web so that the search engine has complete confidence in your business.

No follow:

A no follow tag is used to ensure that search engines do not transfer page rank across links.

Page authority/ PA:

Page authority is a score that predicts how well a webpage will rank on search engines.

PCI Compliance:

Standards that have been set to ensure card information is protected during and after a transaction to reduce fraud.


PPC is an abbreviation for pay per click. Advertisers often use PPC to climb to the top of search engine results, however every time a user clicks on the link the advertiser is charged.


Is a technique for making a webpage available under more than one URL address.


A referral is when a visitor has been recommended via other websites.


Robots.txt is a file you put on your website to tell search engines which pages and files you want them to avoid indexing.


Responsive web design is a technique of building websites so that they are accessible from all types of devices such as mobile,tablet and desktops.


Is a type of microdata that makes it easier for search engines to recognise information provided on your webpages.


Is an abbreviation for search engine results pages.

Site speed:

Site speed is how fast your website delivers content to your visitors.

Time on site:

This is the amount of time that a visitor is spending on your website.


Is the abbreviation for uniform resource locator. The URL is the address of a webpage.

Word count:

Word count allows you to monitor the number of words used in a passage of text. Particularly important when people are writing content.


WordPress is software that allows users to create blogs and fully functioning websites with ease.

Woo commerce:

Is an ecommerce plugin that you can add to your WordPress site to enable visitors to purchase goods.

200 page:

A 200 status code means the action has been completed successfully.


A 301 is a permanent redirect from one URL to another. If you have recently changed websites the user will automatically be redirected to your new site.


A 302 is used when a certain URL has been changed to a different address temporarily.

404 page:

A 404 is an error message that appears when an Internet address cannot be found.

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