stands for Artificial Intelligence, and in marketing it allows companies to deliver highly personalised interactions with customers and prospects. AI can use consumer data hidden in keyword searches, social profiles, and more for a more effective digital experience.

ADA website

or having an ADA compliant website enables businesses and websites to be reached and used by more potential customers and limits its risk of liability. World Wide Web Consortium (W3C) has created the Web Accessibility Initiative (WAI) to lead the web to its full potential to be accessible, enabling people with disabilities to participate equally on the web.


or Facebook Algorithm is the way Facebook prioritises and shows content in its newsfeed, including personal connections and pages you follow. It attempts to show you the content it feels you most want to see and are most likely to interact with.


is a regularly updated part of a website that often features news, stories, and updates that customers and prospects follow.

Boosted post

is a term used in relation to a post on a Facebook page that is paid to reach more people. It is different than a paid Facebook ad, since a boosted post has limited capabilities and customisation features.


or Browser Cache are website files that your browser has downloaded and stored which can be quickly re-accessed by your browser to view those web pages faster in the future. These files that are stored make up the web pages you are visiting. This includes graphics, HTML, CSS & JavaScript files and more.


is a focused strategy, in a designated time frame, around a specific event, promotion, program, product or other identified target within a segmented portion of a larger marketing plan. A campaign usually has one or two goals and measurable outcomes specific to that campaign.

Click Thru Rate (CTR)

is the measurement of people taking a desired action by clicking a link. If you send an email to 100 people, half of the people open it and the other half of those people click the link, then you have a CTR of 25%.


is an acronym used for two standard terms in the business and marketing industry. CMS can stand for Content Management System, which is an application that is used to manage web content. WordPress and Wix are types of CMS. CMS can also stand for Contact Management Software.

Contact Management Software

is a contact-centric database of information on customers and prospects made to track and customise interactions. Popular tools for this are Salesforce and Active Campaign.

Community management

is the process of building a community of people who know, like, and trust your brand and engage with you. Community management means asking questions, answering questions, listening to feedback, responding to engaged people, providing helpful and entertaining content, while following social media guidelines, respecting brand and company culture, and knowing socially acceptable protocol.

Content marketing

is a marketing strategy around creating content that your customers, website visitors, and prospects want or don’t even realize they need. It includes a plan to consistently distribute the valuable and relevant content to where, when, and how your defined audience wants to receive it.


stands for cost per click. Many paid ads or pay per click ads on places like Google or Facebook can be measured in cost per click, which is calculated by dividing total cost of your clicks by the total number of clicks, and usually determined by a number of factors including amount of competition, search volume, and more.


stands for call to action. It is the defined action you want people to take on your website, email, social media post, print ad, or other marketing tactics. CTA’s should be trackable and measurable.


requires a username and password to log into the back-end of your website to access. It is a single place to see all the primary components of your website, notices, updates, and navigate within your site to make changes.

Display ads

are visual ads that you can see throughout the internet on Google’s ‘display network’. Many times websites monetise their site by selling ad space to places like Google. Google uses those spaces throughout the web to show content from advertisers to people who match their targeting criteria.


or domain name is the unique name that points to a single website. A domain name can end in .com,, .org, etc.


stands for domain name services. The DNS records act like a phone book by looking at the specific number (IP address) that is assigned to a domain and matching it to that domain name.

Email automation

is a way to send emails to the right people, with the right message, at the right time. Emails can be triggered by specific actions and they can be triggered at specific times that trickle throughout days, weeks, months, or years using a third-party tool. Email automation is used to strengthen relationships with existing customers and build loyalty, as well as nurture prospects through education and engagement.

Facebook Ads

created in Ads Manager are paid to reach a wide range of audiences including retargeting those who visited your website, custom audience built from Facebook demographics, lookalike audiences, email lists and more.

GDPR or General Data Protection Regulation

is legislation to give those in the European Union more control over their personal data and how it’s used. Even if your business isn’t in the EU, the law can still apply to you if those in the EU can interact with you.


is when you target or serve information and content to a user based on their geographical location.


is a file format for saving both animations or static images.


is a free emailing service provided by Google. Gmail can be accessed via the web and other third-party applications. While it one of Google’s services, it’s not the same as a Google account.

Google account

is a personal or business web-based authorisation used for accessing Google’s services and applications. In some cases, other third-party applications may utilise Google Accounts for authorisation of their own services as well.

Google Ads

(formerly known as Adwords) is an online advertising service developed by Google which allows someone to create and serve ads (on the web) to help promote their business/products, help raise awareness and increase traffic to their website. There are different types of Google Ads.

Google Analytics

is a web statistics product developed by Google which tracks, reports and retains website traffic data. This service allows you to view your website traffic behaviour, demographics, devices, visit duration, and much more.

Google Knowledge Panel

is a box of information that can appear on Google when you search for something such as a person or organisation that is a part of Google’s Knowledge Graph. How complete or accurate the information is for a business depends on whether you’ve claimed your Google My Business listing and how well you’ve completed it.

Google My Business

is a tool that allows you to manage your online presence on Google Search and Google Maps.

A Google post

is a Google feature that will help you catch customers’ attention and draw them to your business listing in Google search. You can now post special events, announcements, and promotions on your Google listing all within Google My Business.


is the number of times content is shown, regardless of whether it is clicked or not. It is typically referenced with a paid ad, and is not the same as the number of people reached since the same person can see multiple impressions of the same content.

IP address

is the set of numbers that identifies your computer or device that is connected to the internet in order to communicate over a network.


stands for Key Performance Indicator, which can be different for every business or organisation, but they are the most important measurements that tell you whether you’re meeting your goals and objectives, or how well your efforts are working.

Landing page

is usually one page of a website with very tailored information and singular-subject in nature, with a specific call to action. Landing pages are often used in conjunction with paid ad and/or direct mail campaigns and utilise tracking URLs and other measurable outcomes.

Lead magnet

can be any number of things that is offered to a prospect that fills a need. Whether educational, helpful, or entertaining a lead magnet can be an exclusive video, white paper, infographic, tutorial, podcast, or any number of items given in exchange for prospect information such as name, email, and/or phone number.

Local search

marketing is about getting your business on the map and in the search results when people are looking for a business like yours. The term local is especially important if you need to make face to face contact or in-store visits with those customers. We also refer to this as online listings management.

Machine learning

refers to the study that computers use to analyse data and algorithms to be able to act without human direction or specific programming.

Marketing automation

can include email automation, but other automations like text messages and chatbots, used to personalise customer and prospect interactions and nurture relationships through the sales funnel so your staff can give their time and attention to those interested in engaging with you.

Mobile responsive

is the way a website responds to the size of your mobile device by automatically resizing and adjusting to display in a more appropriate way for your device.


is in reference to a page on a website. In relation to WordPress, a page is different than a post. Pages hold your main company and product information and customer contact needs.


is a term with two definitions in our industry. Pixel is a snippet of code placed on a website to track visitors to be able to do retargeting ads later. Pixel is also a standard measurement used for digital images.


is short for blog post, and in relation to WordPress is used to post consistent and continual new content. Where pages usually focus on more timeless content, posts can contain more time-sensitive news, events, and information. For some organisations, posts might be more personable, where pages have a different tone.


is a term we often use when working with domain and DNS changes. When we are waiting for DNS to propagate, we are waiting for the DNS information to spread to different servers across the web.

Quality score

is a score of 1-10 in a Google Ads, calculated by Google to indicate the average overall quality of your ads, landing page, relevancy, and experience for each keyword. Overall, having higher quality ads can help you pay less per click and show up in better positions.


refers to the total number of people who see your content, typically in a social media post or ad. If 1000 people have seen your Facebook post, then your reach is 1000.

Relevancy (Google Ads)

Google knows that for ads to be useful for the user, they need to be highly relevant. When determining relevance, Google looks at how closely the user’s search term matches the ad copy you show, as well as to the content on the landing page.


is coming up with clever ways to reengage with people who’ve shown interest in your business in the past. It typically refers to someone who’s been on your website, got on a list, or even made a purchase in the past. Re-marketing can involve any kind of communication strategy, but typically includes email and/or retargeting ads.


focuses on paid ads to people who’ve visited your website or interacted on social media. If you’ve ever looked at an item on one website, and then noticed an ad for it somewhere else or on Facebook, this is a retargeting ad.


stands for Return On Investment. It refers to measuring the money being gained or lost on an initiative in relation to the money spent to achieve the result.

Search ads

are paid Google cost-per-click ads that appear on search engine result pages. These ads appear above and below the regular organic search results. Every time an ad is clicked, the business who has created and placed the ads is charged a fee.


stands for search engine marketing. SEM is the practice of utilising both paid and unpaid marketing strategies to market businesses within search engine results.


stands for search engine optimisation. It is used to increase the quality of visitors to your website, as well as the number of visitors to your website. SEO encompasses a large number of techniques that help your website rank well on Google and other search engines. SEO organically helps your site be easily found and show your website to users who are searching for queries related to your site.


are measured in a single session which is the period of time that a user is interacting with your website. If that user goes inactive for 30 minutes, that session will be over.

Shopping ads

are a visual type of product ad that can appear on Google’s search result pages and typically consist of a product image, name, price, and brand. These are driven by information submitted through a product feed in Google Merchant Centre and are only available to sites that have e-commerce abilities on their website.


stands for Secure Sockets Layer. SSL is a security web technology that implements a secure, encrypted link for use between a website and a web browser, email client or email server. This is put in place so the information you share and submit from a website is only shared with the machine it is intended for.

Unique visitors

is a term no longer used by Google. Google does not report on unique visitors anymore. ‘Users’ has now replaced ‘Unique Visitors’.


are people that have made at least 1 visit to your website. This includes both new and returning visitors.


is the process of developing a design that is easy to use and provides the best experience for the user.

Vector image

is artwork made up of points, lines, and curves that are based upon mathematical equations, rather than solid coloured square pixels. Logos are often vector images.


is the world’s most popular open-source content management system that powers websites, no matter how big or small. WordPress can handle all kinds of unique functionality.

London web designer – Thomas Albohm - Resources