Resources > Glossary


Do you feel a bit lost with so many technical vocabulary? Don’t worry, Digitial marketing sometimes can be difficult to understand.

For that reason we’ve decided to create a small glossary to ease you into the world of Marketing. We hope you’ll find this usefull and instructive.


SEO, Search Engine Optimisation, is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. 40% of business revenue is generated through SEO.


Pay-per-click (PPC) is an advertising model that lets advertisers place ads on an advertisement platform and pay the host of the platform when their ad is clicked. This means that you only pay for advertising if your ad is clicked on.


Conversion Rate Optimisation (CRO) is the iterative process of improving a site’s conversion funnel to derive the most value from its traffic. This might be through making changes to a website’s design, layout, copy or structure, with every change focusing on turning more of a site’s visitors into leads or sales.

Digital PR

Digital is a digital marketing strategy consisting on several off-page optimisation techniques that are designed to increase brand awareness online and give websites more authority.

Website migration

Website migration happens when a website moves from one environment to another, or the domain name of a website changes. In SEO, a transition is called a migration whenever a fundamental change occurs to a site's URL structure.

Web redirect

Web redirecting is the process of temporarily or permanently forwarding people visiting one URL to a different URL. There are two types of website redirects: permanent (not intended to be revoked) and temporary (to serve temporal changes).

Web hosting

Web hosting is an online service that provides users with a platform to publish a website or web application online, including all their multimedia files.


A content management system (CMS) is computer software used to manage the creation and modification of digital content (content management). The most used CMS in the world is WordPress.

Website content

Website content is the text, visual or audio content that is made available online and user encountered as part of the online usage and experience on websites. It may include text, images, sounds and audio, online videos, among other items placed within web pages.

XML Sitemap

An XML sitemap is a file that lists a website’s important pages, making sure the search engines can find and crawl them all. It also helps search engines understand your website structure.

Robots.txt file

A robots.txt file tells search engine crawlers which URLs the crawler can access on your site. This is used mainly to avoid overloading your site with requests.

Website cache

A cached page is a web page that has been saved by a search engine on its servers or by a user's browser on a computer or smartphone. Search engines cache pages to allow access to them even when the website's server is not accessible.


A web crawler, spider or spiderbot, is an Internet bot that systematically browses the open web and that is typically operated by search engines for the purpose of web indexing.

Canonical tag

Canonical tags are usually used in the header section of a webpage’s code to tell search engines which is the preferred version of a webpage. This can help to prevent problems caused by duplicate content appearing on multiple pages.

Broken links

An on-page broken link is a link on your website that no longer works or sends users to the wrong page. If your website contains broken links, it can negatively impact user experience and your website’s ranking in search results.

Alt tags

Alt tags provide search engines and visually-impaired website visitors with textual descriptions of the images on your website, making them particularly important for image-heavy websites.


Keywords are ideas and topics that define what your content is about. In terms of SEO, they're the words and phrases that searchers enter into search engines, also called "search queries."

Keyword cannibalisation

Keyword cannibalisation occurs when the same keywords appear too frequently throughout your website. This can cause Google search engine problems as your pages appear to be competing with each other and Google doesn’t know which pages to prioritise.

HTML, CSS and JavaScript

HTML provides the basic structure of sites, which is enhanced and modified by other technologies like CSS and JavaScript. CSS is used to control presentation, formatting, and layout. JavaScript is used to control the behavior of different elements.

Link building

In SEO, link building describes actions aimed at increasing the number and quality of inbound links to a webpage with the goal of increasing the search engine rankings of that page or website.


PageRank (PR) is an algorithm used by Google Search to rank web pages in their search engine results. It is named after both the term "web page" and co-founder Larry Page. PageRank is a way of measuring the importance of website pages

Nofollow links

Nofollow links are links with a rel=”nofollow” HTML tag applied to them. The nofollow tag tells search engines to ignore that link. Because nofollow links do not pass PageRank they likely don’t impact search engine rankings.


Retargeting or remarketing refers to any advertising approach that advertises to potential customers after they have had a first encounter with a business’ website.

(%) CTR

In PPC, click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.


Cost-per-click (CPC) bidding means that you pay for each click on your ads.


Average cost per action (CPA) is the average amount you've been charged for a conversion from your ad. CPA is calculated by dividing the total cost of conversions by the total number of conversions.


Return on investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment. In the world of digital marketing ROI is known as the measure of profit or loss generated on your campaign efforts.