Digital Marketing Glossary

A method of comparing two versions of a web page, ad, or email to determine which performs better. Also called split testing, it involves showing version A to one group and version B to another, then measuring which drives more conversions.

Australian Business Number. An 11-digit identifier issued by the Australian Taxation Office (ATO) to businesses for dealing with government and other businesses.

The portion of a web page visible without scrolling. Content above the fold is seen by every visitor and should include your value proposition and primary call-to-action.

Computer systems that can perform tasks typically requiring human intelligence — such as understanding language, recognising patterns, and making decisions. In business, AI is used for automation, customer service chatbots, and data analysis.

A text description of an image on a web page, used by screen readers for accessibility and by search engines to understand image content. Good alt text improves both SEO and accessibility.

The collection and analysis of data about website visitors, marketing campaigns, or business performance. Google Analytics is the most widely used web analytics tool.

Using technology to perform tasks automatically without human intervention. In marketing, this includes automated email sequences, SMS follow-ups, and CRM workflows that nurture leads and customers.

A link from another website pointing to yours. Backlinks from authoritative, relevant websites are one of the most important factors in SEO ranking. Quality matters more than quantity.

The percentage of visitors who leave your website after viewing only one page. A high bounce rate can indicate poor content, slow loading, or irrelevant traffic, though it's normal for some page types.

Navigation links that show the path from the homepage to the current page (e.g., Home > Services > SEO). They improve user experience and help search engines understand site structure.

The preferred version of a web page when multiple versions exist (e.g., with and without www). Setting a canonical URL prevents duplicate content issues that can harm SEO.

The percentage of people who click on your link after seeing it. In Google Ads, it's clicks divided by impressions. In SEO, it's clicks divided by search impressions. Higher CTR means more traffic.

When a website visitor takes a desired action — such as filling out a form, calling your business, or making a purchase. Conversion rate is the percentage of visitors who convert.

The process of improving your website to increase the percentage of visitors who take a desired action. This includes A/B testing, improving calls-to-action, and reducing friction in forms.

Software that manages your business's relationships and interactions with customers and leads. Modern CRMs like GoHighLevel combine lead management, automation, marketing, and reporting in one platform.

Cascading Style Sheets. The code that controls the visual appearance of a website — colours, fonts, layout, and responsive design. CSS separates presentation from content (HTML).

A prompt that tells visitors what to do next — such as 'Book a Free Assessment' or 'Call Now'. Every page should have a clear, prominent CTA guiding visitors toward conversion.

A score (1-100) developed by Moz that predicts how well a website will rank on search engines. It's based on the quality and quantity of backlinks. Higher authority sites rank more easily for competitive terms.

Buying and selling of goods or services online. E-commerce websites include shopping cart functionality, payment processing, and product/catalog management.

The journey a prospect takes from first becoming aware of your business to becoming a customer. A sales funnel has stages: awareness, interest, consideration, decision, and action.

A type of AI model that generates human-like text. Custom GPTs can be trained on your business data to answer questions, draft content, and assist with tasks specific to your business.

An all-in-one CRM and marketing automation platform designed for service businesses. It combines lead capture, automated follow-up, pipelines, appointment booking, email/SMS marketing, and reporting in a single system.

Google's online advertising platform where businesses pay to display ads on Google search results and partner websites. You bid on keywords and pay per click (PPC). It captures high-intent traffic.

Google's free web analytics tool that tracks and reports website traffic, user behaviour, and conversions. Essential for understanding how visitors find and use your website.

A free Google listing for local businesses that appears in Google Maps and local search results. Optimising your profile is the most important factor in local SEO.

HyperText Markup Language. The standard code used to structure content on web pages. HTML defines headings, paragraphs, links, images, and other elements.

Each time your ad or web page is displayed to a user. In advertising, impressions are counted even if the user doesn't click. CTR is calculated as clicks divided by impressions.

A programming language that adds interactivity and dynamic behaviour to websites. Used for animations, form validation, interactive maps, and single-page applications.

A word or phrase that people type into search engines. SEO involves identifying relevant keywords for your business and optimising your website to rank for them.

A standalone web page designed for a specific marketing campaign or purpose. Unlike your homepage, a landing page focuses on a single offer with one clear call-to-action to maximise conversions.

A person who has shown interest in your business by providing contact information — such as filling out a form, calling, or messaging. Leads are nurtured through your sales funnel toward becoming customers.

A free resource offered in exchange for contact information. Examples include guides, checklists, calculators, free consultations, or templates. Lead magnets capture leads into your funnel.

Search engine optimisation focused on ranking in local search results and Google Maps. Critical for businesses serving a specific geographic area (e.g., 'plumber Sydney').

A short summary (150-160 characters) of a web page's content that appears in search results below the title. Good meta descriptions improve click-through rates from search results.

Name, Address, Phone number. These must be consistent across your website, Google Business Profile, and all online directories for effective local SEO. Inconsistencies confuse search engines.

Visitors who find your website through unpaid search engine results (not ads). Organic traffic is the primary goal of SEO and provides the best long-term ROI of any marketing channel.

An advertising model where you pay each time someone clicks your ad. Google Ads is the most common PPC platform. You only pay for actual clicks, not impressions.

A visual representation of your sales process showing leads at different stages — from new enquiry to closed deal. CRM pipelines help you track and manage deals through your sales process.

Showing ads to people who previously visited your website. Remarketing keeps your business top-of-mind and recaptures visitors who didn't convert on their first visit.

A web design approach that makes pages look good on all devices — desktop, tablet, and mobile — by automatically adjusting layout. Responsive design is essential for SEO and user experience.

An ongoing monthly engagement where you pay a fixed fee for ongoing services. SEO, Google Ads management, and social media management are typically offered as monthly retainers.

Revenue generated from advertising divided by ad spend. A 4:1 ROAS means you earn $4 for every $1 spent on ads. ROAS is the key metric for measuring ad campaign profitability.

The profit generated from an investment divided by the cost of the investment. In marketing, ROI measures how much revenue your marketing spend generates relative to its cost.

Structured data code added to your website that helps search engines understand your content. LocalBusiness schema, FAQ schema, and review schema can improve how your site appears in search results.

The process of improving your website to rank higher in search engine results for relevant keywords. SEO includes technical optimisation, content creation, and building authority through backlinks.

The page Google displays after a search. The SERP includes organic results, ads, local map pack, featured snippets, and other elements. Your goal in SEO is to appear higher on the SERP.

Sending promotional or informational text messages to customers who have opted in. SMS has a 98% open rate compared to 20% for email, making it highly effective for time-sensitive communications.

Evidence that others trust and value your business — testimonials, reviews, case studies, client logos, and social media following. Social proof builds trust and increases conversion rates.

A documented set of steps for performing a recurring business task. SOPs ensure consistency, enable delegation, and make processes easier to automate with AI and technology.

The visual elements of a website or app that users interact with — buttons, menus, forms, and layout. Good UI design makes it easy and intuitive for users to accomplish their goals.

The overall experience a user has when using your website or app. Good UX means the site is intuitive, efficient, and enjoyable to use. UX directly impacts conversion rates.

Using technology to automate multi-step business processes — such as lead follow-up sequences, appointment reminders, or onboarding. Workflow automation saves time and ensures consistency.