Marketing terms and glossary

Marketing Terms and Glossary are listed below.  This is a part of what we do to encourage people to do more with their marketing. It will help you understand some of the terminology when dealing with the modern marketing environment.


Just click on the term to get the definition.
User-centred web design

User-centred web design is defined as the objective of designing to increase the usefulness as well as usability of websites. There are many factors that apply to both usefulness and usability; navigability and efficient information retrieval are just two examples.

ALT Text

Text that shows in place of images or pops up when you hover your mouse over an image. Alt text, or alternative text, is written into the HTML code of a web page to describe an image in case the image doesn’t show. This can happen for a few different reasons. Some users may have images turned off so web pages load faster. Other users may have low vision or blindness, so they use special screen readers that translate web page text into an audio or a Braille-like touch format. Alt text also helps search engines “understand” images better.

Google index

An index is another name for the database used by a search engine. Indexes contain the information on all the websites that Google (or any other search engine) was able to find. If a website is not in a search engine’s index, users will not be able to find it.

Landing page

Landing page a page on your website that a visitor can go to that has more information about what you are advertising or writing about. A good example of a landing page is a blog story that you have posted on social media so people can read more.

Bounce Rate (Google Analytics)

Bounce Rate (Google Analytics) – a single page session on your site. That means a visitor goes to one page and then leaves the site without clicking on anything else or navigating to any other pages on your site.

A high bounce rate generally leads to poor conversion rates because no one is staying on your site long enough to read your content or convert on a landing page (or for any other conversion event).

Call to Action

Call to Action – Asking someone to do something in your communications for example “call now for a special offer” or “click here for more information”

Cost per impression (1000)

Cost per impression (1000) – Your advert will show up on pages 1000 times before you are charged regardless of someone clicking on it. Use this method when you want your ad to go on as many sites as possible to get the most exposure for your company or brand.

Cost per Click

Cost per Click – every time someone clicks on your advert you pay for it. Use this method when you want someone to go to your site and do something (e.g. sign up or buy something).

Google Ads (Formerly Google AdWords)

Google Ads – is paying for your advertising via the various sites predominantly Google. There are 2 major campaigns “Cost per click” and “Cost per impression”

Google Analytics

Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic.

Content Marketing

Content Marketing a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.


Keywords are phrases that describe what you do.

Meta description

Meta description is a description of what the web page is.

SEO - Search Engine Optimisation

SEO – Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. In other words, it is the process of making your website more attractive to search engines (such as Google) and therefore visitors to your website.

SEO Title

Paid SEO

Organic SEO

Black Hat SEO techniques

Marketing Mix

SEO Title

SEO Title This is the HTML tag or main heading. It is the first thing that you see in a google search.

Paid SEO

Paid SEO – Paying for Google advertising

Organic SEO

Organic SEO – Increasing Google ranking by generating interest to your website.

Black Hat SEO

Black Hat SEO – Black hat SEO techniques, encapsulated by spamdexing, entail manipulating how search engines perceive the relevance of a Web page in a way that is often inconsistent with the search engines’ guidelines. Hidden text, cloaking, and blog comment spam are examples of black hat SEO.

Marketing Mix

Marketing Mix the total activity on marketing that a company conducts. That is all activities not just one thing like spending on advertising.


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