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Echo’s Digital Marketing Glossary

Whether you’re an employee, business partner or client at Echo Web Solutions, we all follow the same playbook. The team at our digital marketing agency in Peterborough values transparency and honesty, and will never throw around digital marketing buzzwords without first explaining what they mean for you as a business. Jargon has no place at our local marketing agency, so put your trust in us to get the facts upfront and deliver tangible results.

Not sure what the latest marketing acronyms and digital marketing terms mean? View our complete digital marketing glossary for a detailed explanation of the most used SEO acronyms and terms at Echo Web Solutions. Whether you’re reading one of our monthly digital marketing reports or speaking with us over the phone, these digital marketing key terms will help you stay confident and in the know throughout the duration of your campaign.

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Our Digital Marketing Terminology Cheat Sheet

Organic Traffic

Website visitors finding you through the search results page.


Short for Search Engine Optimisation, SEO is the process of maximising the number of visitors to a website through increasing where they display in the search results.


Words or phrases that users search for to find a relevant website.

Keyword Rankings

A number that’ll tell you where your website currently shows for certain search terms. This goes in 10’s so 1-10 equals the first page, 11-20 equals the second and so on.

Long-Tail Keywords

A search term that contains three or more words such as “Red ankle boots size 5” – they’re more specific so get searches less often, but the results will be more tailored.

Search Volume

The number of searches a particular phrase gets over a week, month or year in a selected location.

On-Page SEO

This refers to a range of tasks that can be complete on a website to increase search engine rankings.

Pay-Per-Click (PPC)

A form of paid advertising which allows you to showcase your services or products to your customers and only pay once they click on your ad and visit your website.

Paid Traffic

Website visitors finding you through paid adverts online, also known as Pay Per Click.


The average amount it costs each time a user clicks on your advert.

Return on Ad Spend (ROAS)

A percentage that reflects the revenue you generated from advertising. For example, if you spent £50 on paid adverts but generate £150, you have a ROAS of 300%.


In the context of search engines, the sitemap file lists all your website pages, images and videos and helps platforms like Google and Bing view them.

Anchor Text

This is a piece of text that can be clicked on to take you to another page. They often look like this and will often change colour when you hover over them.

Internal Linking

Internal links are links that go from one page on your website to another.

External Linking

External links are links that point users to another website.

Meta Title

A Meta Title is an element on the page that is shown in the Search Engine Results Page (SERP’s) and in the pages tab in a browser. This is what tells search engines that the page is about. Think of it as a file name in your computer, the title helps you know which file is relevant for what you’re looking for.

Meta Description

Similar to a meta title, the description also shows in the SERPS’s, this helps explain to other users why they should click on your website instead of others.

Header Tags (H1, H2, H3 etc.)

There are a few different header types but quite simply, these are headings that help search engines and users understand what each part of your page is about.


Since crawlers like Google, Bing and Yahoo can’t see what images are, an ALT tag allows us to give them a few words that describe the image so they know more about it.

Canonical Tag

A Canonical Tag is a way of telling search engines the primary version of a page you want to rank. It’s like saying “I know this content is good, but it’s taken from this even better page on my website here”.

Staging Site

A staging site made by developers or marking agencies like us where we’ll take a copy of your existing site, play around with it and test changes before making it live to the public – it saves a lot of mishaps and site errors trust us!

Schema Markup

Known to others sometimes as structured data or rich snippets, these phrases are just to describe a type of code that search engines understand to help give them more information about your business or web page. If you’re lucky, search engines will display them in a cool way in the results.

You’ll have seen examples for things like:


Recipe Schema


Event Schema


Review Schema

Pretty cool right?

SSL Certificate

This refers to a digital certificate to say there are extra layers of security on your website. You can tell when a page has this as they’ll have a green padlock and the ULR will show HTTPS.

Not got one? Psst, it’s a ranking factor!


When you change a URL on a website you’ll often see website managers setting up a ‘redirect’. This means that if anything visits an old link that has changed, they’ll automatically get taken to the new link – handy, right?

For the sake of search engines, there are a few types of redirects. 302 – which is like saying “This page is being worked on, look at this other page for now!” and a 301 which is more like “We changed our minds on this page, please look at this one forever”.

404 Error

A 404 error occurs when you visit a page that doesn’t exist anymore. This happens when pages are changed or removed and a redirect isn’t set up.

Lazy Loading

This is where a section on a page is only loaded once it’s needed rather than everything loading all at once.


An action on your website that completed a desired goal. For example, requesting a quote, making a booking or calling your business.

Lead Funnel / Conversion Timeline

This refers to the whole process of a user finding you online right the way through to them completing a desired action or conversion.

Goal Conversion Rate

A percentage based on the number of users that convert vs the number of users who have been on your website.

Call to Action (CTA)

A piece of content that is intended to persuade a user to take an action such as “Buy now” or “Click here”.


Also known as conversation rate optimisation, CRO refers to a range of changes made on a website to increase the likelihood of conversions.

Keyword Density

The number of times a keyword is mentioned compared to the total number of words on a page.

Link Building

Link building is a process of obtaining high-quality links from other websites to yours. Getting links from high-quality websites is like getting an extra thumbs up from other places on the web.

Keyword Stuffing

Where keyword stuffing is used to keyword stuff, and keyword stuffing is bad because keyword stuffing doesn’t read well. In case you didn’t get that, it’s where phrases are used an unnatural amount of times to try to increase better rankings. Big hint – it doesn’t work.

Keyword Optimisation

The process of making changes on a webpage to increase where you rank in search engines for a particular phrase, also known as SEO.


A percentage of how many users clicked onto your website vs how many people saw it.

Bounce Rate

When a user clicks straight off your website after visiting it.

Responsive Design

Responsive design is a type of web development that means a page automatically adjusts toward the device you’re using.

Above the Fold

This refers to the section of a page that is visible before any scrolling.

Google Search Console

A free platform that allows web developers and digital marketers like us to monitor, maintain and troubleshoot a website. It’s now called Google Search Console but some of us (guilty) still call it Google Webmaster Tools from 5 years ago. Why change Google? Why?

Crawling a Website

The process of a search engine looking through your website and checking all your pages, code and media.

Indexing a Website

When your website pages are being shown in the Search Results.

Voice Search

Voice search allows users to use a voice command to search the internet, a website or an app.

Site Audit

A report that can highlight areas of your website/online marketing campaign that are doing well and areas for improvement – we offer one of these for FREE too!

Duplicate Content

Text on a website that is copied from another page on the same or another website. AKA – a big no-no since the Google Update.