Backlinks – Incoming links to a website, i.e. links from a third-party website to your website. The number of backlinks gives an indication of the popularity or importance of a website.
Behavioural Targeting – A technique used by online publishers and advertisers that uses information collected on an individual’s web-browsing behaviour, such as websites they have visited or searches they have made, to select which advertisements to display to that individual.
Bounce Rate – The percentage of visitors to a website who leave the website almost immediately, viewing only one page on their visit.
Call To Action – A way to engage a website visitor to interact with a company. Examples include ‘Buy Now’ or ‘Request a Call.’
Campaign – A series of organised and co-ordinated marketing activities such as email marketing, PPC or SEO.
Click-Through-Rate (CTR) – The percentage of ad impressions or pageviews that result in clicks through to a landing page.
Cost per Lead (CPL) – The cost of acquiring a customer, typically calculated by dividing the total cost of an advertising campaign by the number of leads generated.
Google PageRank – Google assigns a numeric weighting from 0-10 for each webpage on the Internet; this PageRank denotes a site’s importance in the eyes of Google.
Image & Alt Tags – The alternative text that the browser displays when the user does not want to or cannot see the pictures present in a web page..
Impressions – The number of times an advert is displayed, but not necessarily clicked on.
Key Performance Indicator (KPI) – A measurement that is used to ascertain how well an organisation is performing and progressing towards goals.
Key Phrase / Keyword – A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results.
Landing Page – The first page on which a visitor to your site lands. Any page can be a landing page through natural search; in Pay-Per-Click advertising, visitors can be directed to bespoke pages through the URL used in an advert.
Lead – An intended action on a website, for example submitting an enquiry form or making a phone call.
- Hard Lead – Contact leads such as email, phone call; likely to convert to sales.
- Soft Lead – Non-contact leads such as ‘.pdf download’ or ‘Print Details’; less likely to convert to sales than hard leads.
Stickiness – An indication of how effective the website is at keeping visitors from leaving. Time spent on a website and number of pages viewed per visits are indicators of site stickiness.
Unique User – An individual website visitor, typically identified by IP address plus a further identifier such as user agent, cookie or registration ID. A unique user may make 3 visits to a website over a time period.
VSEO (Video Search Engine Optimisation) – Optimising and distributing video content to support a search engine optimisation strategy.