Digital Marketing Glossary


Accessibility a major interest to web designers, and is focused around the idea of making websites usable by people with physical impairments.

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The Back End refers to the hidden, inner workings of a website that are out of view for the general public.

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Bounce Rate

The percentage of people who leave a site without visiting any other pages. This could mean they found the information they were looking for entirely on the single page, or that they didn’t like what they saw.

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Saving a website in your browser so that it loads faster on a second viewing.

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Client/Server Side

Scripts run either on the client (viewer) or server (web server hosting the site) side. They tend to run at different speeds and have different purposes, client-side scripts generally having to do with creating an interesting experience.

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Content Management System (CMS)

Content Management Systems allows its users edit, publish and modify content and other general maintenance requirements for a website from a single running application or software.

Read more about Content Management System (CMS) here


A file that is used to create the look of a website, outside of HTML coding. Simpler and easier to use in comparison with other systems, it offers a lot of control over a website’s design and function.

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The name that the website is associated with. It’s the name that you type into the address bar when you’re searching for a particular website.

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Facebook is world’s most used online social networking site with more than 1.44 billion current active users. Facebook is  available on desktop and mobile devices ready to access anywhere, anytime.

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The ‘E’ in E-Commerce stands for ‘electronic’. It is used to refer to the sale of purchase of goods online which is all done electronically. Transactions of funds and the exchange of products or services are all completed online

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A social network owned by Google connecting individuals with communities and adding them to their circles. Google+ is a place to find almost everything which helps you connect with others who share your same passion.

Read more about Google+ here

Google Analytics

Google Analytics is a free analytics tool offered by Google that reports the progress of the businesses website online. It helps businesses analyse their processes by measuring traffic and compiling accurate and informative reports that make it easier for business owners to interpret and understand the scope of their actions.

Read more about Google Analytics here

Google Chrome

Google Chrome is a multi-purpose web browser by Google that allows you to surf the web and use online services with ease.

Read more about Google Chrome here

Google Search Console

Previously known as (Webmatser Tools), Google Search Console is a free web service managed by Google, that allows users to monitor and manage their website.

Read more about Google Google Search Console here


Contrary to popular belief, a hit is not the indicator of when a single visitor comes to a site. Rather it’s the number of times a user’s browser asks for a file from your site. This can create several hits per user who visits.

Read more about hits here


A hyperlink is a segment of text or an image that links one page to another. For a text example, look at the next piece of coloured writing just below.

Try out this hyperlink example to read more about hyperlinks here

Inbound Marketing

Involved with heavily engaging the customers, Inbound Marketing focuses on the many form of digital marketing required to draw more users or customers to a particular online destination.

Read more about Inbound Marketing here


Instagram is a photo and video-sharing app mainly for mobile users that allows you to share photos with other Instagram users. The service allows individuals to share moments experiences with each other, and aims to connect the world through photos.

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Landing Page

A specialised page designed designed to lead the viewer into performing an action, such as buying a product. Such pages usually only have one link at the bottom of the page to complete the call to action.

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Special code that is used to tell the computer reading it how to display or use the information. Changes plain text into code that forms websites or other types of programmable software. HTML and XML are examples of markup languages

Read more about markup languages here


Hidden information that contains a basic summary of what is in the webpage. Information like author, description, name of the page and keywords.

Read more about metadata here

Open Source

Programs or other code whose source code is made available to the public, usually for free.

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Pieces of code that add effects or interactivity to a webpage. Often used to create more interesting sites.

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One of the fastest growing elements of the digital marketing sphere. Search Engine Optimisation (otherwise known as SEO) involves the use of combining analytics and creativity to help provide the best visibility for a website or page.

Read more about SEO here


Snapchat is a free downloadable app where users can share images, videos, text and illustrations to each other, only to be seen for a set period of time.

Read more about Snapchat here

Social Media

If you are currently are a user or have visited platforms such as Twitter, Facebook, Instagram or YouTube, then you have participated in this contemporary form of media. Social Media provides a service to its viewers that allow them to interact and communicate with different entities providing them with a whole new different experience.

Read more about Social Media here


A file that a website design and layout is based off. Used to keep the theme similar amongst all pages.

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The web design focus on making a website easy to view and navigate. It’s a primary consideration that must be taken into account with every website.

Read more about usability here

Viral Marketing

Viral Marketing involves a spontaneous process in which the use of social networking platforms and other similar services somehow work together harmoniously to create or increase awareness and attention amongst a wide audience. Spreading around like a virus, this is where the term ‘viral marketing’ gets its name from.

Read more about Viral Marketing here

Web Design

Web Design comes into two parts. Firstly, web design is the visual construction and representation of a web page that consists from shape, representation, colour and tone. Secondly, web design incorporates many programs that help develop and keep all the elements of a web page fully functional.

Read more about Web Design here

White Hat SEO

White hat SEO is the most effective and efficient way to improve page ranking in a SERP (Search Engine Results Page). White hat SEO can be seen as a more ethical method of practicing SEO techniques that could help your business rank better than other websites on search engines.

Read more about White Hat SEO here


WordPress is one of the largest and most popular blogging and Content Management Systems (CMS) on the web today. WordPress is is known for its customisation alongside with its ease of use, making it the most turned to system to run a website.

Read more about WordPress here

WordPress Plugin

WordPress Plugins are pieces of software that is a direct extension of the WordPress site that can assist WordPress sites by giving them more functionality and customisability.

Read more about WordPress plugins here

Responsive Design

A responsive design is the layout, content and web design of a site that will allow it  to be adapted and adaptable with fluidity to many screen sizes in which it can appear on such as desktop computers, laptops, mobile phones and tablets.

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Optimizely is a software that shows companies how they can optimise a customer’s experience through simple testing and assist them make data-driven decisions for their business.

Read more about Optimizely here

SEM Rush

SEM Rush is a free tool that provides users with analytical data of keywords that other websites are using. It shows what keywords are helping other businesses rank on the search engine results pages (SERPs).

Read more about SEM Rush here

Keyword Research

Keyword Research is a term primarily used for search engine optimisation (SEO) which allows people to research words or phrases that users would enter in a search engine and use it to their advantage to meet the goals of the website.

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Meta Title

Every webpage and in each search engine has a specific title for that specific page. By having a search engine optimised keyword and friendly meta title, it will increase your chances for ranking on search engines.

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Meta Description

The meta description is a short description of the webpage that describes the content contained to that specific webpage.

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