Algorithms - Complicated mathematical formulas and processes used by search engines to pull specific information from their index.
Alt Tag - A line of text that is used to describe the image it is associated with and will appear if the image doesn’t load on the website.
Analytics - The analysis of large sets of data typically used to help a business prosper.
Anchor Text - The clickable piece of text that is displayed as a hypertext link.
Average Time on Page - The average amount of time a single user spends on given page or set of pages on your website.
B2B (Business to Business) - A type of transaction in which one business will sell its goods and services to other businesses.
B2B2C (Business to Business to Consumer) - A type of transaction in which one business will sell its goods and services to other businesses, however, those goods and services will then be sold to consumers.
B2C (Business to Consumer) - A type of transaction in which one business will sell its goods and services directly to consumers.
Backlinks - Links from outside websites that link back to your website or a specific pages on your website.
Black Hat SEO - SEO practices that may be deemed unethical and are used to try and trick search engines into giving you better results.
Bounce Rate - A Google Analytics term used to describe the rate at which people enter your website through one page and leave on that same page without visiting any others.
Branded Keywords - Certain keywords or phrases, with little variations, used by search engines to identify different companies and brands.
Call Tracking - A form of software that allows companies to receive incoming calls and gather valuable information from that call, such as the location the call originated from.
Channels - The method in which a business reaches out to potential customers in digital marketing.
Content Marketing - A form of marketing in which a business will produce online content, such as blog posts, ads, and videos, in order to promote the business.
Conversions - A meaningful action that occurs when a visitor interacts with your website, such as filling out a form or clicking an ad. These interactions are then later recorded and organized to give you valuable information about your website. An example would be a user filling out a form on your website or making a purchase on your website.
Crawlers/Spiders/Bots - These are programs used by search engines to follows certain links on the web and gathers information to create entries for a search engine index
Customer Segments - The process of dividing customers into groups based certain traits such as age, gender, interests, demographics, lifestyle, geography and spending habits
Domain Authority - A search engine ranking score developed by Moz that measures the power of a domain name, and is to determine which websites rank higher than others on search engine result pages.
Entrances - A Google Analytics term used to describe the number of people visit your website through specific pages.
Exits (%) - A Google Analytics term used to describe the percentage of people who leave your website after visiting certain pages.
External Links - A hyperlink that is used to take users to a website that is not the one that they are currently on. For example, you are on an online store website and you click a link that brings you to one of their suppliers' websites.
Goal Completion (Rate) - A metric that measures the effectiveness of your online campaigns by evaluating the rate at which people complete a specific marketing goal for your website.
Goals - A specific action/objective that is meant to be pursued in order to better a business.
Google Search Console - A service provided by Google that allows a business to monitor their website’s performance and status on Google Search results pages.
Google Tag Manager - A code management platform used by digital marketers that allows them to easily update tags and piece of code for your website in one place.
Google Webmaster Tools - A tool provided by Google that allows users to identify issues that may be affecting your website.
H1 Tag / H2 Tag - HTML tags used to define web page headers and organize them, starting with H1 as most important and then going on to H2.
Hummingbird - Updates to the Google search algorithm that resulted in an increase in the speed and accuracy of search results, by taking into consideration the keywords as a whole instead of individually.
Inbound Links - A hyperlink posted on outside websites that link to your website or a specific pages on your website.
Keyword Research - The act of looking up and studying keywords in order to pick the one that will complement and benefit your website the best. These terms are words and phrases people would use to find your website in a search engine search and are then used on your website and in Google Adwords to increase search volume to your website.
Keyword Stuffing - The practice of adding a large number of keywords to a web page in order to try and improve a site's ranking in Google search results. This is no longer an acceptable way to optimize your website for search.
Knowledge Graph - A knowledge base used by Google to pull different pieces data together, such as people, places, and things, in order to create more relevant search results.
Lead Source - The main source of where a lead originated from. This is not the way in which a business is informed about a lead.
Link Building - This is the process of adding backlinks to your website from other websites that relate to your business or are relevant to your website in order to potentially improve your website's ranking and increase traffic to your website.
Local SEO - This is when work is performed on your website and off your website to improve your search results for a local service area. The desired result for local SEO is to show up in a Google 3 pack or map listing in the first three positions. This search result lets searchers know you are in their local area and will increase local search volume to your website.
Meta Description - A short summary of the content of a webpage that is then used by search engines know what the content is about, but the summary is also displayed on the search engine result pages.
Meta Tag - A form of HTML coding that is used to label webpages and their content, and is used to direct search engines to certain pages websites.
Natural Link - Links that you did not ask for to your website that other people have put on their websites or blogs.
Offsite SEO - Actions that are done outside of your website, such as someone adding a backlink to your website, that affects your SERP presence.
Onsite SEO - Improvements to your own website, such as to the design or content, that can improve your search engine ranking.
Optimization - The adjustment of an online campaign in order to try and produce the most beneficial results possible.
Organic Traffic - People who find a website on their own and not through means of paid advertisements.
Outbound Links - A hyperlink on your website that leads to an outside website.
Page Authority - The probability that a certain page on your website will be found in a search engine search result. It is based on a scale from zero to one hundred and pertains to the relevance of the content on the page compared to other like pages.
Page Rank - A search engine ranking score developed by Moz that measures the authority of a domain name, and is to determine how a webpage will rank on a search engine compared to other web pages.
Page Views - The amount of that visits a page or set of pages on your website receive within a given amount of time.
Pages per Visit - The average amount of pages visited by a single person on a visit to your website. This can be found by taking the number of visits to a page receives divided by the total number of people who visit the site.
Pages/Session - The number of times visitors who interact with your website within a given amount of time.
Panda/Penguin Updates - Updates to the Google Analytics algorithm that resulted in websites with low-quality links and content to receive a lower ranking.
Persona - A made up idea of what you would consider the ideal customer/target audience for your website that you can use base your research and campaign on.
Reach - The number of people who at one point in time have at least seen your website or one of your advertisement campaigns.
Referral Traffic - Visitors to your website who visited it based on a recommendation from an outside source, such as a friend.
Return on Investment (ROI) - A term used to describe whether the money spent on the investment successful in achieving the initial goal of the campaign.
Returning Visitors - Visitors to your website who are recognized for visiting your website in the past because they received Google Analytics Cookie.
SEO - The practice of increasing ranking and placement on the search engine result pages by increasing the visitors to the website and quality of the content.
SERP (Search Engine Results Page) - When a keyword query is put into a search field this is the list of results that a search engine will display.
Search Engine - A program available through the Internet that uses keywords chosen by a user to search its archives for relevant content, and displays the results for the user to use.
Sessions - A Google Analytics term used to describe the amount of time a visitor to a website is active on that website.
Source - A Google Analytics term used to describe where a website's traffic was initially started, such as from search engines or other web domains.
Structured Data - Information has been arranged with a high degree of organization in order to process and analyze it more efficiently.
Time on Site - The average amount of time a visitor spends on a webpage, while still being active on the website.
Title Tag - A form of metadata that is used describe the contents of a page, and is displayed on search engine results page.
Total Abandonment Rate - A Google Analytics term used to describe the rate at which a conversion was started, but the goal failed to be met. This can be found by total abandoned funnels divided by total goals started.
Traffic - The amount of people who visit a website within a given amount of time.
UTM Code - A piece of coding that is attached to your custom URL, and is used to track different aspects of your website's traffic, like source, medium, and campaign name.
UX (User Experience) - A person's emotions, attitudes, and responses to the design of a website and its various pages. Typically you will want a positive UX meaning people find your website easy to use and enjoyable to interact with.
Unique Pageviews - The number of sessions in which a unique combination of a Page + Page Title is visited.
Unique Visitors - A specific visitor to your website within a given amount of time that meets certain characteristics, such as being a past visitor or are from a location.
User Flow - A set of tasks that user must follow in on a website or app in order to complete some process.