Marketing Made Simple
Learn 173 terms you’ll actually encounter while building, marketing, and growing your business online.
Content that is at least ten times better than the current top-ranking result for the target keyword. Learn more: Ahrefs
A 301 redirect permanently sends visitors and search engines from an old URL to a new one. For example, redirecting a deleted service page to its replacement preserves traffic and most of its SEO value.
A 404 error appears when someone visits a page that cannot be found. For example, deleting a blog post without redirecting its URL may send visitors to a 404 page.
A 5xx error means the server could not complete a visitor’s request. For example, a hosting problem may produce a 503 error that temporarily prevents Google and customers from accessing the website.
A11y is an acronym for accessibility. The 11 represents the 11 letters that were removed between the a and y to make accessibility shorter to write particularly on social media. Learn more: WordPress
The portion of a web page that is visible without scrolling.
Example: Placing important information, such as the website’s main headline and a call to action, within the top visible area to capture users’ attention.
Ensuring that websites and digital content are designed and developed in a way that enables equal access and usability for all individuals, including those with disabilities.
Example: Making sure a website can be navigated and understood by users with visual impairments who rely on screen readers. See our website accessibility page.
An accessibility audit is an evaluation of how accessible your organization’s digital products and services are. Most often, this refers to a website or mobile app used by customers, but a more thorough audit would also include internal-facing intranets.
Example: Reviewing color contrast, alt text for images, keyboard navigation, and screen reader compatibility.
When a user signs up, makes a purchase, or performs some other desired action in response to an ad displayed on the Internet. Also called a conversion or action. Learn more: Microsoft
The process by which search engines or platforms determine which ads to display for a given search query or website content.
Example: When a user searches for “best coffee shops,” an ad auction takes place to determine which relevant ads appear in the search results.
The total amount of money allocated for a PPC advertising campaign within a specific period.
Example: Setting a monthly ad budget of $500 to control spending and track the return on investment (ROI) of the PPC campaign.
The text and messaging that appears in a PPC ad.
Example: Writing compelling ad copy that highlights the unique selling points of a product or service to attract clicks and conversions.
Additional information or features added to a PPC ad to provide more value or options for users.
Example: Including a phone number, location, or links to specific product pages as ad extensions to increase the visibility and engagement of the ad.
An AI chatbot is software that uses artificial intelligence to understand questions and generate conversational responses. Businesses use them for customer support, lead qualification, recommendations, and answering common questions.
Example: A website chatbot answers basic questions and directs qualified visitors to a contact form. See more web design trends.
AI search uses artificial intelligence to interpret questions, gather information, and generate or summarize answers. Examples include Google AI Overviews, AI Mode, ChatGPT Search, and other generative search experiences.
Example: Someone asks an AI search tool to compare local website maintenance providers and receives a summarized answer with cited sources. Learn more: Google Search Central
Alt text (alternative text) describes the appearance or function of an image on a page. Alt text is read aloud by screen readers used by visually impaired users, displays in place of an image if it fails to load and is indexed by search engine bots to better understand the content of your page.
Example: Provide alt text that describes an image, such as “A group of people enjoying a picnic in the park.”
Tools that provide data about your website’s performance.
Example: Using Google Analytics to see how many visitors your website receives, where they come from, and how long they stay on your site.
Reviewing the implementation and accuracy of website analytics tracking to ensure reliable data for performance analysis.
Example: Verifying correct tracking code installation, goal setup, and data accuracy in tools like Google Analytics.
Accessible Rich Internet Applications ( ARIA ) is a set of roles and attributes that define ways to make web content and web applications (especially those developed with JavaScript) more accessible to people with disabilities.
Example: Using ARIA attributes to provide additional information about the purpose and functionality of interactive elements, such as buttons and menus.
Devices, software, or tools used by individuals with disabilities to help them access and interact with digital content.
Example: Screen readers, braille displays, and keyboard alternatives are assistive technologies that aid users with visual or motor impairments.
A link from another website to yours.
Example: A fitness blogger linking to your workout equipment store, saying it has great products.
The amount of data that can be transferred between a website and its users within a specific time frame.
Example: A website with high-quality images and videos requires more bandwidth to deliver content to visitors.
A set of rules and specifications that dictate how a brand’s visual elements, including the logo, should be used across different media.
Example: Providing brand guidelines to ensure consistent logo usage, such as specifying minimum clear space, color variations, and prohibited modifications.
The visual and emotional representation of a brand, including its logo, colors, typography, and overall style.
Example: Developing a brand identity that reflects a company’s professionalism and modern approach through consistent logo design, color palette, and visual elements.
A unique graphic symbol or emblem that represents a brand independently of text.
Example: Designing a recognizable brand mark for Nike with its iconic “swoosh” symbol.
Identifying and fixing broken links on a website to improve user experience and search engine rankings.
Example: Scanning the website for broken links and implementing proper redirects or fixing links that lead to non-existent pages.
A brute-force attack is an automated attempt to access an account by repeatedly trying different usernames and passwords. Strong passwords, two-factor authentication, login limits, and security monitoring can reduce the risk.
Example: A bot attempts hundreds of password combinations against a WordPress administrator login. Our WordPress maintenance services include ongoing security monitoring.
Caching temporarily stores copies of website files or data so they can be delivered faster during future requests. Browser, page, object, and server caching can improve website speed and reduce server workload.
Example: A visitor’s browser stores the website’s logo so it does not need to download it again on every page.
A design element that prompts users to take a specific action, such as signing up for a newsletter or making a purchase.
Example: A brightly colored button with the text “Sign up now!” to encourage users to subscribe.
A canonical URL is the preferred version of a webpage when identical or very similar content can be reached through multiple URLs. A canonical tag helps search engines understand which version should appear in search results.
Example: Several filtered product URLs point to the main product page as their canonical version.
Textual representations of audio content, such as dialogue or descriptions, are displayed synchronously with a video or audio file.
Example: Adding captions to a video to ensure that individuals with hearing impairments can understand the dialogue.
A network of servers distributed across multiple geographic locations that deliver website content to users more quickly by reducing latency.
Popular CDNs: Some of the most popular CDNs are Cloudflare, Amazon CloudFront, and Google Cloud CDN.
The percentage of ad impressions that result in clicks.
Example: If an ad receives 100 impressions and gets 10 clicks, the CTR would be 10%.
Software that allows users to create, manage, and modify digital content on a website.
Example: WordPress is a widely used CMS that simplifies website management and content creation for individuals and businesses.
The difference in brightness and hue between foreground (text) and background colors on a website. Sufficient color contrast ensures readability for individuals with visual impairments.
Example: Using dark text on a light background or vice versa to achieve an appropriate color contrast ratio.
Evaluating a website’s performance, features, and strategies in comparison to its competitors.
Example: Assessing competitors’ rankings, content strategies, backlink profiles, and social media presence to identify areas for improvement and opportunities.
Assessing the quality, relevance, and effectiveness of a website’s content.
Example: Analyzing existing content, identifying gaps, and determining opportunities to optimize or create new content to better align with target audience needs.
A content strategy is a plan for creating, publishing, maintaining, and measuring content that supports specific business and audience goals. It determines what to publish, who it is for, and what action it should encourage.
Example: A law firm creates articles answering common client questions and connects them to relevant practice-area pages.
The action taken by a user that aligns with the advertiser’s goals, such as making a purchase, filling out a form, or subscribing to a newsletter.
Example: A conversion occurs when a user clicks on an ad and completes a purchase on the advertiser’s website.
The percentage of visitors who complete a desired action.
Example: If 100 visitors land on your online store and 10 of them make a purchase, your conversion rate is 10%.
Search engine bots visiting and analyzing webpages.
Example: Googlebot exploring different webpages to understand their content and index them in search results.
Database optimization removes unnecessary data and improves how efficiently a website retrieves stored information. In WordPress, this may include cleaning expired transients, spam comments, old revisions, and unused plugin data.
Example: Removing thousands of outdated post revisions can reduce database size and improve administrative performance.
A hosting environment where an entire server is dedicated to a single website or organization.
Example: A large e-commerce website with heavy traffic and specific resource requirements may opt for dedicated hosting to ensure optimal performance and security.
Links, or URLs, should tell the user exactly where they’ll go if they click on them. They should make sense when taken out of context of the surrounding text. If link text is not descriptive, it will be unclear or difficult to read where the links lead.
Example: Using a link like “Learn more about our accessibility features” instead of “Click here” to provide clear context and purpose.
A group of websites and apps that have partnered with an advertising platform to display PPC ads.
Example: Google Display Network includes a wide range of websites, blogs, and mobile apps where PPC ads can be shown to a relevant audience.
The unique address that identifies a website on the internet.
Example: “www.example.com” is a domain name that users type in their browsers to access a specific website.
A system that translates domain names into IP addresses, enabling users to access websites using familiar domain names.
Example: When you type a domain name in your browser, the DNS translates it to the corresponding IP address, directing your request to the correct server.
Identical or very similar content on different webpages.
Example: Copying and pasting an entire article from another website onto your own without permission.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. For example, an article written by an experienced professional and supported by reliable sources demonstrates stronger E-E-A-T.
Email marketing uses email to communicate with potential and existing customers. For example, a business might send subscribers a monthly newsletter containing tips, offers, and company updates.
A metric that measures how actively users interact with your content through actions such as clicks, comments, shares, reactions, or watch time.
Example: A Facebook post with hundreds of comments and shares has a high engagement rate.
Content that remains useful and relevant long after it’s published, requiring little or no updates over time.
Example: A beginner’s guide to WordPress is evergreen content because people search for it year after year.
Exit rate measures how often a specific page is the last page viewed during a website session. For example, a high exit rate on a checkout page could indicate a usability or payment problem.
A featured snippet is a short answer displayed prominently near the top of Google’s search results. For example, Google may extract steps from an article and show them above the regular listings.
First-party data is information collected directly from your customers and website visitors. For example, email addresses submitted through your contact form are first-party data.
A visual cue that indicates which element on a webpage currently has keyboard focus.
Example: Highlighting a button or link with a visible outline or color change when it is in focus, aiding users who navigate using the keyboard.
A protocol used to transfer files between a local computer and a web server.
Example: Uploading website files from your computer to the server using an FTP client to make changes or publish new content.
GEO involves improving content so AI-powered search tools can understand, cite, and recommend it. For example, adding clear answers, reliable sources, and original expertise may help a business appear in an AI-generated response.
Geotargeting delivers content or advertisements to people within selected locations. For example, a Ukiah business could limit its Google Ads campaign to people within Mendocino County.
GA4 is Google’s platform for measuring website visitors, traffic sources, events, and conversions. For example, GA4 can show how many visitors submitted a contact form after finding the website through Google.
A free business listing that appears in Google Search and Google Maps, allowing businesses to display contact information, reviews, hours, photos, and services.
Example: A local plumber updates their Google Business Profile with new photos and business hours to attract more local customers.
Google Reviews are public ratings and comments customers leave on a business’s Google Business Profile. They can influence customer trust, local visibility, and whether someone contacts the business.
Example: A customer compares ratings and recent reviews before choosing a local contractor. See our guide to getting more Google Reviews.
A free Google tool that helps website owners monitor search performance, identify indexing issues, submit sitemaps, and troubleshoot SEO problems.
Green hosting uses energy-efficient infrastructure, renewable energy, or verified environmental programs to reduce the environmental impact of operating websites and data centers.
Example: A hosting company powers its servers with renewable energy and publishes information about its energy use.
Structuring content with HTML heading tags (H1, H2, H3, etc.) to provide a hierarchical organization and facilitate easier navigation for screen reader users.
Example: Using heading tags to mark the main sections and subheadings of a webpage.
A heatmap visually shows where website visitors click, scroll, and spend their attention. For example, a heatmap may reveal that few visitors scroll far enough to see the contact button.
Hreflang is code that tells search engines which language or regional version of a page to display. For example, it can distinguish an English page for American visitors from one intended for British visitors.
Impressions measure how many times content, a webpage, or an advertisement was displayed. For example, 5,000 Google Search impressions means the listing appeared in search results 5,000 times.
Inbound marketing attracts potential customers through useful content rather than interruptive advertising. For example, publishing a helpful SEO checklist can bring business owners to your website.
Adding webpages to a search engine’s database.
Example: Google indexing a new blog post on your website so it can appear in search results.
An internal link connects one page of a website to another page on the same website. For example, a blog post about local rankings could link to the company’s SEO service page.
A programming language used to add interactive features and functionality to websites, such as sliders, menus, forms, animations, and dynamic content.
Example: A contact form that validates your information before it’s submitted uses JavaScript.
JPEG is a commonly used image format that balances image quality and file size. For example, compressing a large website photo as a JPEG can help the page load faster.
Job Posting schema is structured data that helps search engines understand an employment listing. For example, adding it to a hiring page may make the position eligible to appear in Google’s job-search features.
Journey mapping outlines the steps a customer takes before, during, and after making a purchase. For example, a customer may discover a business through Google, read reviews, visit a service page, and then call.
A structured data format used to help search engines better understand the content of a webpage. JSON-LD is commonly used to implement Schema markup for rich search results.
A KPI is a measurable result used to evaluate marketing performance. For example, qualified leads are usually a more useful KPI than total website visits.
Keyboard accessibility is critical to ensure all users have access to information without requiring a mouse. To be keyboard accessible a web page must not only be keyboard operable it must also incorporate the following: a visible keyboard focus, appropriate tab order, and avoid keyboard traps.
Example: Ensuring that all interactive elements, such as buttons and links, can be accessed and activated using keyboard tabbing and Enter keys.
Specific words or phrases that advertisers target in their PPC campaigns to trigger their ads.
Example: A bakery targeting keywords like “freshly baked pastries” and “artisanal bread” to reach users searching for those terms.
Keyword cannibalization occurs when multiple pages compete for the same search term and intent. For example, two nearly identical “Ukiah SEO” pages may compete against each other in Google.
Keyword difficulty estimates how challenging it may be to rank organically for a search term. For example, “SEO company” will generally be more difficult than a specific local phrase.
The web page where users are directed when they click on a PPC ad.
Example: Creating a dedicated landing page for a specific product or promotion to provide a seamless and relevant user experience.
Lazy loading delays images, videos, or other resources until they are close to entering the visitor’s screen. This reduces the amount of content that must load immediately and can improve initial page speed.
Example: Photos near the bottom of an article begin loading only when the visitor scrolls toward them.
A type of logo that consists of initials or abbreviations of a brand’s name.
Example: The IBM logo, which features the company’s initials in a distinct typographic treatment.
Link building is the process of earning links from other relevant and trustworthy websites. These backlinks can help search engines discover content and may strengthen a website’s authority and visibility.
Example: A local news website links to a business’s original industry study as a supporting resource.
The time it takes for a web page to fully load and display its content.
Example: Optimizing images, minimizing code, and utilizing caching techniques to ensure a fast-loading website.
A local citation is an online mention of a business’s name, address, and phone number, often called NAP information. Citations commonly appear in directories, professional associations, social profiles, and local business listings.
Example: Consistent listings on Yelp, Bing Places, and a local chamber of commerce website can support local visibility.
Local SEO is the process of improving a business’s visibility in location-based search results, including Google Search and Google Maps. It involves optimizing the website, Google Business Profile, reviews, citations, and location-specific content.
Example: Optimizing a plumber’s website and Google Business Profile for searches such as “plumber in Ukiah”.
The process of creating a visual symbol that represents a brand or company.
Example: Designing a unique logo for a clothing brand that visually communicates its identity and values.
A long-tail keyword is a specific search phrase with clearly defined intent. These phrases often have lower search volume and competition than broad keywords but may attract visitors who are closer to taking action.
Example: “WordPress maintenance for small businesses in Ukiah” is more specific than “WordPress maintenance”.
Managed hosting is a service in which the provider handles technical responsibilities such as server maintenance, security, backups, monitoring, and software updates. The exact services included depend on the hosting plan.
Example: A business pays its hosting provider to monitor uptime, maintain the server, and resolve website problems.
A central storage location in WordPress where uploaded images, videos, and other media files are managed and organized.
Example: Uploading and storing images in the WordPress media library for use in posts and pages.
Descriptive tags added to webpages.
Example: A meta title could be “Delicious Chocolate Cake Recipe”, and the meta description could be “Learn how to bake a moist and chocolatey cake with this easy recipe”.
A micro-interaction is a small visual or functional response triggered by a user’s action. It provides feedback, confirms that something happened, or makes an interface easier to understand.
Example: A button changes color and displays a checkmark after a visitor successfully submits a form.
Mobile-first design begins with the smallest screen size and then expands the layout and functionality for tablets and desktop computers. It prioritizes essential content, readable text, simple navigation, and touch-friendly controls.
Example: A designer creates the smartphone layout before adapting it for larger screens.
Mobile-first indexing means Google primarily uses the mobile version of a website for indexing and ranking. For example, important content hidden on mobile may not receive the same consideration as visible content.
Assessing a website’s compatibility and usability on mobile devices.
Example: Testing site responsiveness, loading speed, and mobile navigation to ensure a seamless experience for mobile users.
Native advertising is paid content designed to match the appearance and style of the platform displaying it. For example, a sponsored article may look similar to the publisher’s regular editorial content.
Keywords that allow you to choose what not to target with a Google Ads campaign. Just like regular keywords in an ad campaign, negative keywords can be set with match types such as exact match, phrase match, and broad match. When you add a negative keyword to your campaign, your ads will not appear in the search results for that search. This practice helps advertisers save budget and maximize ROI. Learn more: Semrush
No-code development uses visual tools and prebuilt components to create websites, applications, or automated workflows with little or no traditional programming.
Example: A business owner builds a landing page using a drag-and-drop website builder.
Nofollow is a link attribute suggesting that search engines should not treat a link as a ranking endorsement. For example, paid or sponsored links should generally include the appropriate nofollow or sponsored attribute.
Noindex is an instruction telling search engines not to include a page in search results. For example, a private confirmation page may use noindex because it offers no value to searchers.
An off-page SEO audit helps you assess the factors that influence your website’s search engine rankings beyond your site’s content and technical aspects. This includes evaluating your backlink profile, social media presence, and other external signals that contribute to your online reputation and authority
Example: Assessing the quality, relevance, and diversity of backlinks, as well as brand mentions and social signals.
Omnichannel marketing provides a connected customer experience across multiple platforms. For example, a customer may discover a business on Facebook, join its email list, and later purchase through its website.
Analyzing individual web pages to optimize on-page elements for better search engine visibility.
Example: Reviewing meta tags, headings, keyword usage, URL structure, and content optimization to improve on-page SEO factors.
Organic traffic consists of visitors who arrive through unpaid search results. For example, someone clicking your regular Google listing rather than an advertisement counts as organic traffic.
A measure of a webpage’s importance.
Example: A webpage with high-quality content and many backlinks has a higher page rank, increasing its chances of ranking higher in search results.
An advertising model in which advertisers pay a fee each time their ad is clicked.
Example: Running a PPC campaign on Google Ads where you set a budget and pay only when someone clicks on your ad.
Software that extends the functionality of a WordPress website.
Example: Installing a plugin to add a contact form, optimize SEO, or integrate social media sharing buttons on a WordPress site.
The URL structure of individual pages or posts in WordPress.
Example: Setting up WordPress permalinks to display the post title or category in the URL for better search engine optimization.
A QR code is a two-dimensional barcode that smartphones can scan to open a webpage or display information. Businesses commonly use QR codes on signs, receipts, menus, packaging, and printed marketing materials.
Example: A restaurant places a QR code on each receipt that directs customers to its Google review page.
A qualified lead is a potential customer who closely matches a business’s ideal customer and is likely to purchase. For example, a local business requesting a WordPress maintenance quote would be a qualified lead for a WordPress consultant.
A metric used by search engines to assess the relevance and quality of ads and keywords.
Example: Ads with high-quality scores are more likely to rank higher and have a lower cost-per-click (CPC).
A query is a word or phrase entered into a search engine. For example, “WordPress support near me” is a search query used by someone looking for local help.
A query parameter is information added to the end of a URL to change content or track activity. For example, UTM parameters can identify whether a visitor came from an email or social media campaign.
In basic digital marketing terminology, RSS is a web feed format that allows users to receive updated content from websites or blogs. Users also subscribe to RSS feeds to stay updated with their favorite websites’ new content. Learn more: Emeritus
A strategy that allows advertisers to target users who have previously interacted with their website or ads.
Example: Showing ads to users who visited an e-commerce site but didn’t make a purchase, with the aim of bringing them back to complete a transaction.
Ensuring that a WordPress website is optimized to display properly and adapt to different screen sizes and devices.
Example: Using a responsive WordPress theme and testing the site’s layout on various devices to ensure a seamless user experience.
Images that adjust their size and resolution based on the user’s device and screen size.
Example: A website displaying a smaller version of an image on a mobile device to reduce data usage and improve loading speed.
Return-on-ad-spend, represented as a percentage, calculated as total conversion value divided by total spend. Learn more: Google
A file that tells search engine crawlers which areas of a website they may or may not access.
The goal behind a search, such as finding information, comparing services, visiting a website, or making a purchase.
Structured code that helps search engines understand a webpage’s content and potentially display enhanced search results.
A screen reader is a technology that helps people who have difficulties seeing to access and interact with digital content, like websites or applications via audio or touch. The main users of screen readers are people who are blind or have very limited vision.
Example: A screen reader reads aloud the text and structure of a web page to a user who is blind.
The estimated number of times people search for a keyword during a given period.
Making changes to your website to appear higher in search results.
Example: Optimizing your website’s content and structure to rank higher for the keyword “best running shoes.”
An SEO audit is the process of evaluating how well your website is optimized for search engines. It identifies errors that can prevent your site from ranking well and opportunities that can help you rank better.
Example: Assessing keyword usage, on-page optimization, backlink profile, and site architecture to enhance SEO effectiveness.
The page that shows search results.
Example: Searching for “best laptop” and seeing a list of websites that offer reviews and recommendations.
A powerful computer that stores website files and delivers them to users when they access a website.
Example: A centralized machine where multiple websites’ data and resources are stored and managed.
Regular updates, security patches, and hardware checks performed on a server to ensure its optimal performance and security.
Example: A web hosting provider scheduling routine maintenance windows to apply necessary updates and ensure server reliability.
A group of user interactions with your website that take place within a given time frame. A single session can contain multiple page views, events, or transactions, and are executed by one user. Learn more: Michigan Tech University.
A hosting environment where multiple websites share resources on the same server.
Example: Several small business websites hosted on a shared server, each having a portion of the server’s resources allocated to them.
A WordPress feature that allows users to embed certain functionality or design elements into their content using a specific code snippet.
Example: Using a shortcode to embed a contact form or slideshow gallery into a WordPress post or page.
A file that lists all the pages on your website.
Example: Creating a sitemap.xml file that contains URLs of all your website’s pages, helping search engines navigate and understand your site’s structure.
Skip navigation, also known as skip logic, is a link that allows users to skip a chunk of navigational links to get to the main content.
Example: Allowing keyboard users to skip past a lengthy menu and directly access the main content of a page.
Social media optimization is the process of improving social profiles and content to increase visibility, engagement, website traffic, and brand consistency.
Example: A business updates its LinkedIn description, adds services, uploads a professional banner, and features its most helpful post. Use our social media profile checklist.
A digital certificate that encrypts the communication between a website and its visitors, providing a secure connection.
Example: A website with “https://” in its URL and a padlock symbol indicating that data transmitted between the user and the site is encrypted.
Reviewing a website’s technical aspects, including server settings, site speed, crawlability, and mobile responsiveness.
Example: Examining website code, URL structure, and XML sitemap to ensure proper functioning and optimal performance.
Technical SEO improves a website’s structure, performance, and accessibility for search engines. For example, fixing crawl errors and improving page speed can help Google access and evaluate the site.
A pre-designed template that determines the visual appearance and layout of a WordPress website.
Example: Installing a photography theme on a WordPress site to showcase images in a visually appealing way.
The choice and arrangement of fonts on a website.
Example: Using a clean and readable font for the main content, while using a more decorative font for headings and titles.
The amount of time a website is accessible and operational to users.
Example: A web hosting provider that guarantees 99.9% uptime ensures that your website will be available to visitors for the vast majority of the time.
Conducting tests with individuals, including those with disabilities, to evaluate the usability and accessibility of a website and gather feedback for improvements.
Example: Inviting users with varying abilities to navigate a website and provide feedback on its accessibility and user experience.
The overall experience a user has while interacting with a website.
Example: A website with intuitive navigation, fast loading times, and a clear content structure makes it easy for users to find what they need.
Evaluating how users interact with a website to identify usability issues and improve overall user experience.
Example: Assessing navigation, page layout, mobile-friendliness, and conversion paths to enhance user engagement and satisfaction.
The visual elements and design components of a website that users interact with.
Example: Buttons, menus, and forms on a website that allows users to navigate and perform actions.
Tracking information added to a URL to identify where website traffic and campaign results originated.
A vanity metric looks impressive but may not reflect meaningful business results. For example, gaining thousands of social media impressions means little if none produce leads or sales.
Graphics created using mathematical equations rather than pixels, allowing them to be resized without losing quality.
Example: Designing a logo as a vector graphic ensures that it can be scaled to various sizes without becoming pixelated or blurry.
Video marketing uses video content to educate audiences, promote services, or generate sales. For example, a WordPress consultant could publish a short video explaining how to recognize a hacked website.
A marketing strategy designed to encourage people to share content with others, allowing it to spread rapidly across social media, email, messaging apps, and other online platforms. Viral marketing relies on organic sharing rather than paid advertising to increase brand awareness and reach. Learn more: Coursera
Voice search optimization prepares content for conversational searches made through voice-enabled devices. For example, a page might directly answer, “Who provides WordPress support near me?”
Automated software used by search engines to discover and analyze webpages.
A service that allows individuals and organizations to make their websites accessible on the internet.
Example: Renting space on a server to store your website’s files and make it available for visitors.
A website audit is a comprehensive analysis of a site in terms of its performance (including page speed, technical issues and user experience), and its ability to be found on search engines.
Example: Conducting a website audit to assess factors like site speed, SEO, user experience, and security.
Search engine optimization practices that comply with Google’s quality guidelines. Learn more: Moz
A small module in WordPress that adds specific functionality or content to a designated area of a website.
Example: Adding a widget to display a search bar or recent posts in the sidebar of a WordPress site.
A basic visual representation of a web page’s layout and structure.
Example: A simple black and white sketch outlining the placement of elements like headers, content sections, and navigation menus.
A logo comprised of stylized typography or a custom-made font representing a brand’s name.
Example: The Coca-Cola logo, where the brand name is written in a distinct script style.
A popular content management system (CMS) used for building and managing websites.
Example: WordPress allows users to create and update website content without needing advanced technical knowledge.
WordPress maintenance is the ongoing process of keeping a website secure, updated, backed up, and working correctly. It commonly includes WordPress core, theme and plugin updates, security monitoring, performance checks, backups, and form testing.
Example: Updating plugins, testing the contact form, scanning for malware, and creating a fresh backup each month. Learn more about our WordPress maintenance services.
The X-Robots-Tag is an HTTP header that gives search engines indexing instructions. For example, it can prevent a PDF from appearing in Google without changing the PDF itself.
XHTML is a stricter version of HTML that follows XML formatting rules. For example, every XHTML element must be properly written, nested, and closed for the page to remain valid.
A file listing a site’s URLs to help search engines discover and prioritize them. Learn more: Digital Applied
XPath is a syntax used to locate specific elements within HTML or XML documents. For example, an SEO crawler may use XPath to extract author names, prices, or headings from webpages.
Cross-site scripting, commonly abbreviated as XSS, is a security vulnerability that allows malicious scripts to run on a website. For example, an unprotected contact form could be exploited to inject harmful code.
Year-over-year compares results from one period with the same period during the previous year. For example, comparing July 2026 traffic with July 2025 accounts for seasonal changes.
YouTube Ads are paid video promotions displayed before, during, or alongside YouTube content. For example, a local contractor could show an advertisement to homeowners watching renovation videos.
The process of optimizing YouTube videos to improve their visibility in YouTube and Google search results.
YouTube Shorts are short vertical videos designed for quick viewing and discovery. For example, a business could publish a 30-second website tip to reach potential customers.
A search result that answers a user’s question directly on the search engine results page (SERP), eliminating the need to click through to another website. Zero-click searches often appear as AI Overviews, featured snippets, knowledge panels, local packs, weather forecasts, or instant answers. Learn more: Impression
Zero-party data is information customers intentionally provide about their interests or preferences. For example, a customer selecting which email topics they want to receive provides zero-party data.
A zombie page is an outdated, low-quality, or nearly invisible page that provides little value. For example, an old service page with no traffic, links, or useful information may be considered a zombie page.