Glossary
Terms

0-9

404 Error

A 404 Error is a HTTP status code referencing a broken link, or an invalid URL on a webpage or website.

0-9

404 Page

A 404 Page is also known as an “Error Page” or “Page not Found” page. It’s a page that appears on your website when a user has reached a URL destination that doesn’t exist on your website.

A

A Records

A Records are the records that map or relay a domain to a physical IP of the hosting hardware or software to said domain.

A

A/B Testing

A/B Testing is a method that compares two different versions of something – its A and B versions. In web design, A/B testing refers to the method that compares two different versions of a webpage to identify which one performs better.

A

Above The Fold

Above the fold, when used in digital marketing, relates to the content that is positioned in the upper half of the page. It means the information is present when the page opens without having to scroll.

Marketing
A

Accent Colour

An accent colour is a colour within a colour palette, used in a smaller quantity to aid, lift or add something extra to the core colour palette. 

A

Acronym

An acronym is the abbreviation of a group of words using the first letter from each word.

A

Alphabetism

Alphabetism is the use of letters as symbols. In branding this is used in brand names formed from initial letters of longer names or phases and then pronounced by each letter. An example of this is the BBC which stands for British Broadcasting Corporation.

A

APIs

API stands for Application Programming Interface. It’s the software intermediary that allows two applications to communicate with one another. It could be seen as a Digital Translator between two different softwares.

B

Backend

The Back-end of a website is the side which isn’t accessible to the general public or visitors. Generally the back-end includes access to the website’s information structure, any applications on-site and the content management system which the website is built on.

B

Backup

A backup, or data backup is the process of duplicating data and storing a copy elsewhere to allow for retrieval. In the context of website design, a backup is a saved version of the website which can be used to restore the website to a specific version.

B

Bad Neighbourhood

Bandwidth is the maximum amount of data that is transmitted via an internet connection in a specified amount of time. It’s often mistaken for internet speed but it actually references the volume of data that’s transferred as opposed to the speed.

Web Design
B

Bandwidth

Bandwidth is the maximum amount of data that is transmitted via an internet connection in a specified amount of time. It’s often mistaken for internet speed but it actually references the volume of data that’s transferred as opposed to the speed.

Web Design
B

Brand

A brand is an identifying mark. In historical use brands were used to mark livestock, criminals or slaves. In contemporary times a brand is the collection of identifying marks used to represent a company. This can include the logo, brand colours, company name ect. 

B

Branding

Branding is the combination of actions, strategy and deployment of tactics used by companies to create or maintain a brand.

B

Brand Architecture

Brand Architecture is the structure or relationship between a set of brands and how they relate to one another.

B

Brand Assets

Brand assets are the individual elements that comprise, to form the overall brand. Brand assets can include but aren’t limited to; fonts, colours, animations and resources used in order to create a distinctive brand appearance.

B

Brand Awareness

Brand awareness is reference to the popularity of your brand or its assets within the marketplace. Brand awareness can be generated and gauged through its logos, advertisements, slogans or other forms of marketing and marketing collateral and how recognisable they are.

B

Brand Experience

A brand experience is in reference to the totality of thoughts, feelings and sensation of the user that is specifically evoked by a brand. 

B

Brand Guidelines

Brand Guidelines are a document or “rulebook” defining the principles of a brand and provides guidance on the company and brand’s vision, mission, personality and other attributes. Brand Guidelines are typically used to inform in-house staff, external agencies and vendors regarding the “code” in which the brand operates under.

B

Brand Loyalty

Brand Loyalty is in reference to the tendency of customers to buy products or services on a recurring basis from the same brand or company as opposed to others.

B

Brand Map

A Brand Map is the visual display of data used in order to show customers or potential customers the positioning of a brand or company’s perception, relative to their competitors.

B

Brand Name

The brand name is exactly as it sounds. It’s the word or words used to identify a brand and/or company.

B

Brand Pillars

Brand Pillars are the values and characteristics that comprise the identity of your brand. Brand pillars help you define the emotional, and unique selling points of your brand in comparison to your competitors.

B

Breadcrumbs

Breadcrumbs or “Breadcrumb Trail” is a secondary navigation tool that is used to indicate the user’s current location on a website or web application. It highlights the pages within the URL path to show what the page before is.

B

Breakpoints

A breakpoint is “the point” where a website’s content and design will adapt responsively and change in order to provide a better user experience. Eg: From Desktop to Mobile dimensions.

C

Caching

In computing and web design, Caching is a data storage layer which houses a subset of data. The cache is similar to the idea of pre-loaded information that allows future requests for data to be served quicker as a percentage of data is already “pre-loaded” or cached.

C

Child Page

A child page is a page that sits under another page in a hierarchy. An example of this would be the “Our Team” or “Company History” page when placed under the “About” page in the URL architecture.

C

Co-Branding

Co-Branding is marketing or advertising a product, service or event under two or more brands. It’s commonly seen in collaborations with a current trend in trainers, especially Nike and their collaborators. 

C

Cookie

Cookies are text files that contain small snippets of data, for example a username, email and/or password, that is used to identify your computer when using and/or navigating a network.

C

Container

A container in web design in an element of an individual webpage that contains content. 

C

cPanel

cPanel is a server and site management platform. It’s the software used to “log in” to the server end of your website.

C

CSS (Cascading Style Sheet)

CCS more formally known as Cascading Style Sheets and used to dictate the visual aesthetics and formatting of websites and pages.

C

CSS Framework

CSS Framework is a library or collection of individual CSS stylesheets that are prepped and ready-to-use for common website functions. Two of the most popular frameworks are Bootstrap and Tailwind CSS.

D

Database Migration

Database Migration is the process of transferring data from one source, a server, to another. This can be done by transferring a single database or multiple ones at the same time.

D

Design System

A Design System is a set of guides and rules for a digital product. It will often include things like colours, typography, spacing and components. Design Systems are used to maintain consistency for digital products and allow teams to align on the rules to use when designing.

D

DNS Records

DNS records, also known as “Zone Files” are the instructions housed on servers that provide the required information about a domain including the Domain Name and IP Address.

D

Domain

A domain is the “virtual address” or name in which a website is easily identifiable. It is essentially the front-facing part of the address, with the backend being the IP address. 

D

Domain Authority (DA)

DA or Domain Authority is a website metric, created by MOZ, used to predict how likely a search engine metric will rank your website in its SERPs (Search Engine Results Page).

Marketing
D

Domain Rating (DR)

DR or Domain Rating is similar to Domain Authority (DA) but this metric was developed by aHrefs. The difference for this metric is that it show’s a website’s relative strength gauged and measured more on a website’s backlink profile.

Marketing
E

Earned Media

Earned Media also known as earned content is content or material that is written about or for your website or business which you didn’t pay for or create yourself. 

Marketing
F

Favicon

A favicon is an icon associated with a website. It’s displayed in the address bar of a browser tab or the image next to a website in your bookmarks list.

F

First-mover Advantage

In marketing, a first-mover advantage is the concept that a company’s ability to be first to market will result in a better marketing position than its competitors. It can also be used in reference to products or services brought to market.

F

Focal Point

A website’s focal point is an area of interest and emphasis. It’s the section in which you want the user’s eye to be drawn too. These are commonly headlines, call-to-action (CTA) buttons or other clickable objects.

F

Front End

The front-end, by definition, is the opposite of the back-end. The front-end refers to all the elements on a website which are viewable and accessible to the generally public or visitors to the website. The front end content includes pages, images and posts.

F

Footer

A website Footer is the section at the bottom of web pages. It typically contains the websites copyright notice, policies and core page navigation. 

G

Google Algorithm Update

A Google algorithm update is an update in the algorithm and systems google have created in order to retrieve data from its index and serve them in the SERP(s).

Marketing
G

Guerilla Marketing​

Guerilla marketing is an unconventional method of marketing used to promote a product or service.

Marketing
G

Guest Blogging

Guest Blog posting is a technique used in SEO in which a 3rd party website publishes an article written by you in order to promote yourself.

MARKETING
H

H1 Tag

A H1 Tag is a HTML tag that indicates a title on a website or webpage. There are 6 different HTML title tags from H1 through to H6. H1 title tags are considered to be of the highest importance followed by H2 and continuing in descending order. It is best practice to limit your use of H1 tags to one per page, followed with supporting H2s, 3s ect.

H

Header

A website header is the top section of your web page. Common elements contained in the header is the website logo, brand or slogan. Additional elements that can appear are things like navigation links, primary call to action, contact information and icons: such as the hamburger menu, site search or basket (if e-commerce).

H

Host / Hosting

Hosting is a service where something is stored virtually and accessed via individuals or organisations outside of the place where it is hosted. 

H

Hreflang

Hreflang tags are technical pieces of code used on websites to distinguish elements of similar content based on language. Eg: a website with variants of content in different languages will want to display to search engines the option to direct users to specific versions, such as English, French, German ect, based upon the preferred language or geolocation of the user.

H

HTML (Hypertext Markup Language)

HTML stands for Hypertext Markup Language. It’s the primary language that websites and pages are written in. Its intended use is to deliver content whilst CCS dictates the layout and styling of said content.

H

HTTP Request

A HTTP request is a request made by a client to a named host, located on a server. A HTTP Request is the asking of permission, of the host, to access a specific resource housed on the server. To make a request, the client uses the URL (Uniform Resource Locator) to identify the information required and then afford access to the client. 

H

Hyperlink

A Hyperlink is a link within a hypertext document to another location. It is activated by clicking on the linked asset, typically a word or image.

I

iFrame

An iFrame stands for inline frame. It’s a HTML element that loads another page or object within the page. It can be used for displaying videos hosted on other platforms, servers and websites.

I

Input Fields

Input fields are an element in interface design which allows non-standardised responses to be inputted into a website. Eg: the fields of a contact form which users fill in.

I

Instagram

Instagram is a social media platform and app in which users share photos & videos and connect with others.

J

JavaScript

JavaScript is the dynamic programming language or code that is implemented to simplify and enhance HTML code.

K

Keyword

Keyword(s) are the ideas and topic that define a specific piece of content. In the context of SEO Marketing, keywords, also known as search queries, are the words and phrases that users search for in search engines. 

Marketing
K

Keyword Stuffing

Keyword Stuffing is the ‘Blackhat’ SEO technique and practice of inserting a large number of keywords or repetitive keywords within the content and meta data of a page or blog post in an attempt to artificially manipulate Google’s search engine for better rankings.

Marketing
K

Key Performance Indicators (KPIs)

Key Performance Indicators are quantifiable measures of performance of a period of time in the context of a specific objective. They are used as targets to gauge progress and afford businesses insights and data points in order to make better decisions.

Marketing
L

Landing Page

A Landing Page is a standalone page on your website that is seperate from the rest of the site used for a specific reason. A common use of landing pages is if your running a specific campaign to capture emails or to promote an on-page advert.

L

Link Equity

Link Equity, also known as “Link Juice” is a ranking factor for search engines based on the premise that certain types of backlinks pass value and authority from one webpage or website to another. The amount and value of equity bequeathed from one webpage to another is determined on a range of variants including, but not limited to, the linking pages authority, topical relevance and HTTP status. An example of this in the real world could be seen as a referral. A referral or recommendation from someone of higher social status bears more weight than that of someone without.

L

Loading Speed

Loading Speed is as the name suggests. The speed in which a website is loaded and presented from the server to the end user.

L

Logo

A logo is a part of branding and is the symbol and/or text used to represent a brand or company.

L

Long-tail Keywords

Like keyword(s), long-tail keywords are (as the name suggests) longer. They are also more specific phrases and typically represent the user being some further down the marketing funnel. The prime example of long-tail keywords tend to be questions.

L

Lookalike Audience

A Lookalike Audience is a group of individuals who have been identified as potential customers based on shared interests or demographics with the current audience you’re advertising too. 

Marketing
M

Magento

Magento is another content management system, but is an open source platform specifically designed for eCommerce.

M

Mega-Menus

Mega Menus or Megamenu are expandable website menus that can display more choices than that typically available in the main navigation.

M

Meta Description

A meta description is a part of the meta data. The meta description itself is a HTML tag, containing between 155-160 characters, that acts as a brief description of a particular webpage’s copy. It is seen as the snippet of text that appears below the page title in search engine results pages.

M

Meta Title

A meta title, also referred to as a title tag, is the HTML title text that appears for your webpage on the search engine results page and in browsers tabs. It’s used to identify the topic and of a webpage by providing a succinct abstract.

M

Metonym

A Metonym is the name of something that is used in place as the name of something else that is related.

M

Mobile-first

Mobile-first is a marketing strategy and approach based on the premise that a website or other owned digital media will be visited via a user’s smartphone, tablet or app.

Marketing
M

Monogram

A monogram is a type of logo that can be used in lieu of a brand’s main or formal logo which equally represents the company or brand. 

O

Organic Search

Organic Search or natural search refers to results in the SERPs – Search Engine Results Page that are unpaid results eg: not PPC adverts. 

Marketing
O

Organic Traffic

Organic traffic is traffic to a website or application that originates from a search engine that isn’t paid for. Organic traffic is essentially free traffic to your website or application as it is not derived from paid marketing such as PPC or Paid Social Media Advertising.

Marketing
O

Open Source

Open-source is software or methods in which the original source code or process is made public, can be redistributed and even modified by others.

P

Parallax Scrolling

Parallax Scrolling is a technique used in web design whereby the website background moves at a slower pace than the elements within the website’s foreground.

P

Payment Gateway

A Payment Gateway is a software or programme which acts as a middle man or “Gatekeeper” to protect customers payment data. It’s the bridge which relays the customers account and/or bank details to the merchant or seller.

P

PHP (Hypertext Preprocessor)

PHP is also known as Hypertext Preprocessor. PHP is a server side programming language that is used to connect websites to databases.

P

Plugin

A plugin is a software add-on that is in addition to the original program or software. Its utilisation is that it enhances the programmes or softwares existing capabilities.

R

Responsive Layout

A Responsive Layout refers to a web design approach that responds to a users behaviour and environment. An example of this is that the design alters depending on the screen size and resolution.

S

Schema

Website Schemas or “Schema” is a collection of words or tags in a shared vocabulary that is used by search engines to assist them in providing refined search results.

S

Search Box

A search box also known as a search field or search bar is a website element used to search and find the pages on site for information related to the specific query.

S

SERP(s)

SERPs stands for Search Engine Results Page. This is the list of websites or links that appear when a query is completed on something like a search engine. Eg: Google Results.

Marketing
S

Server

A Server is computer hardware (device) or software (computer programme) that provides functionality or a service to other programs, devices or users.

S

Service Brand

A service brand is a brand that is user service centric. It operates based on services as opposed to products.

Marketing
S

Session

A Session refers to the connection between a client and server computer where information is communicated or exchanged.

S

Subdomain

A subdomain is a subdivision of a domain. It is the part that can come before the actual domain. Eg: www.(subdomain).domain.com

S

Symbol

A symbol is a mark or character used to represent an object, function or process. In branding a symbol is typically referenced to the graphical element of a logo. The symbol is used as a mark of association synonymous to the brand or a company.

S

SWOT Analysis

A SWOT analysis is a method of analysis or a study used by individuals and organisations to identify the (S) strengths, (W) weaknesses, (O) opportunities and (T) threats to itself, service or product – within the context of the marketplace.

T

Tone of Voice

A brand’s tone of voice is the careful consideration and use of words, their order, rhythm and pace to portray the brand or company. It typically refers to the written words in branding and marketing and emphasises not what is said but how it is said.

U

URL

URL stands for Uniform Resource Locator. A URL is a specific location on a website. It specifies where something can be located on the internet and is the equivalent of a digital address.

U

User Journeys

A user journey is the term used to explain a person’s experience during a single session when using and navigating a website or app.

U

User Testing​

User Testing is the process where a website or app interface and functions are tested by real users who are tasked to perform specific tasks to discover any problems with the prototypes, designs, development or build.

U

USP

A USP is a unique selling point (or unique selling proposition). It is a statement or identifier that allows you to differentiate your product, service or company from that of your competitors, typically a positive. 

U

UX (User Experience)

UX is an acronym for User Experience. It’s a design process that web developers use to create websites with a focus on the end user’s experience and how they interact with your website.

V

Value Proposition

A value proposition is a service or feature used to make your company or product attractive to customers. It is used to allow for easy identification of who you are and what you offer to the market.

V

VPN

A VPN is a virtual private network. It affords the user protection by masking the IP address of a device by encrypting data and routing it through secure networks on different servers.

W

Wireframe

A wireframe is a proposed layout of a website page. It’s used to show what elements will exist on the page. It is used to act as a blueprint of the individual elements and the structure as opposed to any styling choices.

W

WordPress

WordPress is a content management system, written in PHP that utilises MySQL databases.

X
XML Sitemap

A XML sitemap is a file hosted on a website that lists pages and posts to benefit the search engines in their ability to crawl and index said website.

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