Our Marketing Terms Glossary Has 8 Categories

Enhance your understanding of marketing terminology effortlessly.

Discover our extensive glossary page, covering essential marketing terms across various disciplines.

With 8 comprehensive lists, we provide clear examples suitable for beginners and professionals alike.

Accessibility

Hosting

Logo Design

PPC

SEO

Web Design

Website Audit

WordPress

Website Accessibility Glossary / Terminology

Accessibility

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.

Assistive Technology

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.

Screen Reader

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.

Alt Text / Alternative Text

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.”

Keyboard Accessibility

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.

Color Contrast

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.

Headings

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.

Focus Indicator

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.

ARIA (Accessible Rich Internet Applications)

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.

Captions

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.

Transcripts

Written versions of audio or video content provide a text-based alternative to auditory information.

Example: Providing a transcript alongside a podcast episode or video to allow individuals who are deaf or hard of hearing to read the content.

Resize Text

Designing websites to allow users to adjust the size of the text without affecting its readability or functionality.

Example: Ensuring that text remains legible and doesn’t overlap or break when users increase or decrease the text size in their browser settings.

Descriptive Links

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.

Skip Navigation

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.

Usability Testing

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.

Website Hosting Glossary / Terminology

Web Hosting

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.

Server

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.

Bandwidth

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.

Domain Name

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.

DNS (Domain Name System)

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.

Uptime

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.

Shared Hosting

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.

Dedicated Hosting

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.

SSL Certificate

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.

FTP (File Transfer Protocol)

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.

Backup

Creating a copy of website files and data to protect against data loss or server failures.

Example: Regularly backing up website files and databases to an external storage location to ensure that data can be restored in case of an unforeseen event.

Control Panel

A web-based interface provided by the hosting provider that allows users to manage various aspects of their hosting account.

Example: Using a control panel to manage email accounts, databases, and file management on a web hosting server.

Scalability

The ability to easily adjust the resources and capacity of a website or hosting environment as needed.

Example: A hosting plan that allows you to upgrade resources such as storage, bandwidth, and processing power to accommodate increased website traffic.

CDN (Content Delivery Network)

A network of servers distributed across multiple geographic locations that deliver website content to users more quickly by reducing latency.

Example: A website with a CDN ensures that its content is served from the nearest server location to the user, improving page load times.

Server Maintenance

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.

Logo Design Glossary / Terminology

Logo Design

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.

Brand Identity

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.

Typography

The art and technique of arranging and designing typefaces (fonts) to make written language visually appealing and readable.

Example: Selecting a bold and clean font for a technology company’s logo to convey a sense of modernity and innovation.

Icon

A simplified graphical element that represents a concept, object, or action.

Example: Using a camera icon to symbolize a photography business in its logo design.

Vector

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.

Negative Space

The empty or blank areas around and between design elements that form shapes and convey meaning.

Example: Utilizing negative space in a logo to create a hidden symbol or to add depth and visual interest.

Color Palette

A set of carefully selected colors used consistently throughout a brand’s visual identity.

Example: Choosing a color palette of warm earth tones for a logo to evoke feelings of nature and sustainability.

Grid

A framework of intersecting horizontal and vertical lines used to organize and align elements in a design.

Example: Applying a grid system to create a balanced and visually pleasing arrangement of logo elements.

Brand Mark

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.

Lettermark

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.

Wordmark

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.

Logo Variation

Different versions or adaptations of a logo to fit specific applications or sizes.

Example: Creating a simplified, single-color version of a logo for use in small-scale applications such as social media icons or printed merchandise.

Brand Guidelines

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.

Tagline

A short and memorable phrase or slogan that accompanies a logo and communicates a brand’s value proposition or message.

Example: “Just Do It” is Nike’s well-known tagline that complements its logo and encapsulates the brand’s spirit.

Mockup

A visual representation or presentation of how a logo would look in real-world applications, such as on signage, stationery, or product packaging.

Example: Creating a mockup of a logo on a business card to showcase its visual impact and how it integrates with other branding elements.

PPC Glossary / Terminology

PPC (Pay-Per-Click)

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.

Advertiser

The individual or company that pays for and runs PPC ads to promote their products or services.

Example: A shoe retailer running PPC ads to drive traffic and sales to their online store.

Publisher

The platform or website that displays PPC ads and earns revenue when users click on those ads.

Example: Google, with its search engine and Display Network, acts as a publisher by displaying PPC ads on search results and other websites.

Ad Auction

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.

Keywords

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.

Ad Copy

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.

Ad Extension

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.

Click-Through Rate (CTR)

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%.

Quality Score

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).

Landing Page

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.

Conversion

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.

Bid

The maximum amount that an advertiser is willing to pay for a click on their PPC ad.

Example: Setting a bid of $1.50 for a keyword to compete for ad placement in the search results.

Display Network

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.

Remarketing

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.

Ad Budget

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.

SEO Glossary / Terminology

SEO (Search Engine Optimization)

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.”

Keywords

Words or phrases people use to find information online.

Example: “healthy smoothie recipes” or “how to train a puppy.”

Backlink

A link from another website to yours.

Example: A fitness blogger linking to your workout equipment store, saying it has great products.

SERP (Search Engine Results Page)

The page that shows search results.

Example: Searching for “best laptop” and seeing a list of websites that offer reviews and recommendations.

Meta Tags

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.”

On-Page Optimization

Optimizing your website’s content and elements.

Example: Including relevant keywords in your blog post titles and headings to improve search engine visibility.

Off-Page Optimization

Activities done outside your website to improve its rankings.

Example: Sharing your blog posts on social media platforms and getting other websites to link to your content.

Crawling

Search engine bots visiting and analyzing webpages.

Example: Googlebot exploring different webpages to understand their content and index them in search results.

Indexing

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.

Page Rank

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.

Duplicate Content

Identical or very similar content on different webpages.

Example: Copying and pasting an entire article from another website onto your own without permission.

Alt Text

Descriptive text for images.

Example: Adding alt text “Yellow Labrador Retriever playing fetch in the park” for an image of a dog chasing a ball.

Sitemap

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.

Conversion Rate

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%.

Analytics

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.

Web Design Glossary / Terminology

Above the Fold

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.

Accessibility

Designing a website to be usable and inclusive for all users, including those with disabilities.

Example: Providing alternative text for images, using proper heading hierarchy, and ensuring keyboard accessibility.

Call to Action (CTA)

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.

Color Palette

The selection of colors used throughout a website’s design.

Example: Choosing a combination of complementary colors like blue and orange to create a visually appealing and harmonious design.

Grid Layout

Organizing content into a grid system for consistent alignment and structure.

Example: Placing images and text in equal-sized boxes in a neat and symmetrical grid pattern on a portfolio website.

Loading Speed

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.

Mockup

A detailed visual representation of how a web page will look, including colors, fonts, and images.

Example: A high-fidelity image showing the exact design and aesthetics of a website’s homepage.

Navigation

The menus and links that help users move around a website.

Example: A menu bar at the top of a website’s pages that allows users to access different sections or categories of content.

Responsive Design

Designing a website to adapt and display properly on different devices and screen sizes.

Example: A website that adjusts its layout and content to look good on both desktop computers and mobile phones.

Responsive Images

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.

Typography

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.

User Experience (UX)

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.

User Interface (UI)

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.

White Space / Whitespace

The empty or blank areas in a website’s design.

Example: Leaving sufficient space between paragraphs and images to create a visually balanced and uncluttered layout.

Wireframe

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.

Website Audit Glossary / Terminology

Website Audit

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.

SEO Audit

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.

Technical Audit

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.

Content Audit

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.

User Experience (UX) Audit

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.

Conversion Rate Audit

A conversion audit (sometimes referred to as a CRO audit) is a 360-degree assessment of the customer journey on your website. The purpose of an audit is to identify the technical and/or usability-related problems that may be hindering your website’s conversion rate.

Example: Evaluating landing pages, call-to-action placement, forms, and checkout process to optimize conversion opportunities.

Analytics Audit

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.

Mobile-Friendly Audit

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.

Security Audit

Examining a website’s security measures and vulnerabilities to protect against potential threats and data breaches.

Example: Checking for SSL encryption, malware detection, secure login protocols, and regular backups.

On-Page SEO Audit

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.

Off-Page SEO Audit

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.

Broken Link Audit

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.

Accessibility Audit

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.

Competitive Analysis

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.

WordPress Glossary / Terminology

WordPress

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.

Theme

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.

Plugin

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.

Dashboard

The backend interface of a WordPress site where users can manage and customize various settings.

Example: Accessing the WordPress dashboard to create new posts, manage plugins, and customize website settings.

Post

A type of content in WordPress used for creating blog articles or news updates.

Example: Writing a post in WordPress to share a tutorial or news announcement on a website.

Page

A type of content in WordPress used for creating static web pages such as About, Contact, or Services.

Example: Creating a page in WordPress to display information about a company’s history and mission.

Widget

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.

Permalink

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.

Media Library

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.

Shortcode

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.

Responsive Design

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.

Backup

Creating copies of a WordPress website’s files and database to protect against data loss or website failures.

Example: Setting up regular backups of a WordPress site to a remote server or cloud storage for easy restoration if needed.

Permalinks

The permanent URLs that point to specific pages, posts, or content on a WordPress site.

Example: Configuring WordPress permalinks to display the post title or include the date and post category in the URL structure.

CMS (Content Management System)

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.

Small Business Fanatics is a WordPress-focused SEO agency based in Northern California. We partner with digital marketing teams to deliver clean, fast, and fully optimized websites that rank. From technical SEO and site audits to performance tuning and schema implementation, we handle the behind-the-scenes work that helps agencies and their clients win.

Company / RESOURCES

Mendocino County

Small Business Fanatics
Ukiah, CA 95482
(707) 621-5534

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