AAd Words: The main advertising product from Google. Google offers pay-per-click, site-targeted and cost-per-million adverts across international websites. It produces text, banner and rich media ads.
Anchor Text: An anchor text is the actual text that visitors click on to follow a link. Using an anchor text with optimised keywords can boost SEO, but Google changes mean websites that always use the same anchor text may be penalised.
Average Visit Duration: A key metric in Google Analytics. A high average visit duration suggests website content is fresh, relevant and interesting, a low figure indicates the audience is not engaged.
BBacklinks: Also known as inbound links, backlinks are the links coming into your webpage from outside sources. Google’s algorithm takes into account both the quality and quantity of backlinks when creating SERPs. The most valuable backlinks come from an authoritative site on a closely related topic to your site, but these will only come if your website has high-quality content.
Bing: Microsoft’s search engine, which still holds a very small share of the search market. Recent changes to its algorithm have increased the focus on high-quality content and social media.
Black Hat SEO: Black hat SEO techniques aim to improve a website’s search ranking through deception, using methods including hidden text and cloaking. The practice is frowned upon by search engines and SEO agencies alike. Penalties for employing black hat techniques include being moved down search rankings or being removed from search databases altogether.
Blog: A blog – taken from the term web log – was originally defined as personal journals published online, generally covering a specific theme. As they have evolved, blogs have emerged as a key tool for putting a personal face on a corporate organisation. Adding a blog on your website will increase engagement, help build a brand and bolster a social media presence.
Bounce Rate: Bounce rate is a key metric in measuring the performance of a website. Expressed as a percentage, the figure represents the number of people who enter your site and leave again without clicking through to another page. Websites with a high bounce rate need to improve their stickiness through improved calls to action, navigation and content.
CCache: A copy of a website which can be stored locally on a user’s hard drive or on a search engine index. Cached pages load faster as they do not have to be re-downloaded from the internet, but do not necessarily show the most up-to-date information.
Call To Action: Calls to action encourage users to perform a specific act on your website, whether it is signing up to a newsletter, downloading information or purchasing a product or service. The call to action should be supported by the rest of the content on the page.
Click Through Rate: The click-through rate is a way of measuring the success of an online marketing campaign. Expressed as a ratio, it shows how many of those who see your advert end up clicking on it and helps determine how well your campaigns and keywords are performing.
Content Marketing: Content marketing is a way of creating and sharing content to promote an idea, engage an audience and spur them to action. It is an integrated, targeted approach to marketing with quality content at its heart.
Content Strategy: Content strategy describes the planning, development, distribution and management of content for websites. It forms an important part of any content marketing effort.
Conversion Rate: The ratio of visitors who arrive on the website and go on to perform one or more specified actions – or conversions. Conversions can include a purchase, a download or registering as a member. Strong site navigation and clear calls to action are key for achieving a high conversion rate.
Cookie: Cookies are designed to allow websites to remember information about visitors, for example their log in details. EU rules have clamped down on the use of cookies and visitors must now give their implicit permission for their use. If users allow cookies, a website can provide a more personalised experience and see a likely increase in engagement. Websites must feature a pop up explaining their use of cookies.
EEcommerce: The physical act of buying and selling products or services over the internet. In January 2012, Brits spent £5.96 billion shopping online, according to figures from the IMRG and Capgemini e-Retail Sales Index.
FFacebook: Facebook has one billion active users and has been making efforts to appeal more to businesses. The roll out of the Timeline feature is offering brands new ways in which to share and highlight the most interesting content from their pages.
GGoogle Analytics: Google Analytics is a web-based program offering insights into website traffic and marketing effectiveness. Key metrics include visits, unique visitors, page views, average duration of visit and bounce rate.
Google+: Google’s social network made waves when it launched in summer 2011. While it quickly amassed a large number of members, these users are not as engaged as on other sites. One of the key features of the site is its hangouts, which allow for live video chats, and the site has been used to great effect by the likes of Cadbury’s.
HHyperlink: A link which takes the user directly to a different document or page when clicked on. Hyperlinks have anchor text on the page which acts as the location on the page through which the hyperlink can be followed.
IInbound Marketing: Attracting customers to your website through engaging content; essentially making it easier for them to find out about you by themselves. If they then share and link back to this content, your web page is pushed up SERPs and becomes more visible to a greater number of potential clients.

Including keywords in your content will make it easier to find, however, if you include too many keywords or words which are not relevant to the text Google is likely to penalise your site. Analytics and Webmaster tools offer you the chance to see the keywords people are using to arrive on your site.
Infographic: An infographic (or information graphic) is a visual representation of data or knowledge built around a particular topic area. For an example, see the ContentPlus infographic on The Anatomy of Content Marketing.
Internal Linking: Internal linking involves providing a link from one page on a website to another on the same site. Internal links improve navigation for users and search engine crawlers.
KKeyword: Keywords continue to play a key role in SEO, despite Google’s search changes. Keywords are essentially single or short strings of words users are likely to search for when looking for information online. For example, an insurer may look to include the phrases car insurance, cheap car insurance, van insurance.
Keyword Density: The number of times a keyword or phrase appears in a piece of text, expressed as a percentage. High keyword density is now often penalised by search engines which view it as keyword stuffing.
LLanding Pages: The page which you navigate to and ‘land on’ when arriving at a website. Within the scope of content marketing, these landing pages should be well optimised to appear in a prominent position in SERPs and provide relevant information that will lead to a conversion.
Link Building: Link building is the process through which you curate links back to your website. High value links come from reputable sites choosing to link back to your content and these will provide the largest increase in SEO. Lower value links come from directories, entries on forums and comments on blogs. To follow white hat SEO practices, all links must be accumulated honestly.
Link Farming: Link farming is a black hat SEO technique, which involves a group of websites all linking to one another. Search engines consider this to be a spamming attack and will penalise websites involved. The links created through link farming are not of the high quality required to boost a website’s position in SERPs.
Linkbait: Linkbait is website content specifically designed to attract attention and encourage others to link back to your site, providing the valuable inbound links that boost SEO. Infographics are a great example of linkbait.
LinkedIn: LinkedIn is the largest professional network on the internet with over 175 million members. More than 44 million of these are in the Europe, Middle East and Africa region. More than two million companies have pages on LinkedIn, through which they promote their business, products and services and connect with potential and existing clients.
Long-tail Keywords: Long-tail keywords are short phrases inserted in the content on a webpage with the aim of making the web page more visible in SERPs. The phrases are less likely to be searched for, as they are more specific, but are likely to lead to a click-through and eventual conversion. An example of a long-tail keyword would be ‘property for sale in London’.
MMcommerce: An abbreviation of mobile commerce, mcommerce is the term used for the growing trend to purchase goods and services using mobile devices, including smartphones and tablet computers. Mcommerce increased 254 per cent year-on-year in March 2012, according to IMRG.
Meta Tag: Meta tags are inserted into the coding of the website to provide information on what the page is about, who created it and how often it is updated. Meta tags do not affect the way the page is displayed but are used by search engine crawlers to help with indexing the page.
OOrganic Search: Also known as natural search/listings, organic search results are returned under sponsored results and are displayed as the search engine deems them to be most relevant to the search query. This is in contrast to paid search and sponsored results. Climbing up organic search rankings is the primary aim of SEO.
Outbound Marketing: Actively trying to pull customers into your site by disseminating your message through sales calls, email marketing, advertising and tradeshows.
PPPC (Pay-per-click): PPC is a model of paid advertising, where companies pay the published a fee when the advert is clicked on. The ads appear on websites and in search results and are generally targeted toward certain keywords relevant to the target market.
Paid Search: Paid search is a form of online advertising where a company pays to have their advert appear on a search engine results page. The paid search results are displayed before the organic results and down a sidebar, but despite their prominent position present lower levels of engagement than organic search results.
Panda (Google): Google’s Panda update was released in 2011 to target low-quality sites using black hat SEO practices to increase their position in SERPs. The update affected up to nine per cent of searches by targeting websites featuring low-quality content and link building tactics. In essence, it increased the importance of high-quality content and quality backlinks in any SEO strategy.
Penguin (Google): The Penguin update came into force in April 2012 and sought to penalise sites responsible for ‘over-optimisation’. The update affected around three per cent of English language searches and websites engaging in webspam tactics, including keyword stuffing, were hardest hit.
Pinterest: Pinterest experienced rapid growth at the end of 2011and beginning of 2012. Acting as an online pinboard, the female-dominated site is used to ‘pin’ and share images from across the web on different boards, falling within a large variety of categories.
RRSS: Really simple syndication or rich site summary. RSS feeds are a way to deliver regular updates of fast-changing content, such as news.
Rich Media: Another term for multimedia content, including video, podcasts, images and animation, which is becoming an increasingly important part of a content marketing strategy.
SSEO: Search engine optimisation (SEO) is a process through which a web page or individual piece of content is optimised to improve its position within organic search results. Optimising content involves placing signals within the text or page to ensure search engines understand the nature of the content.
SERPs: Search engine results pages. The objective of SEO is to move a web page up SERPs, with the aim of increasing its visibility to web users.
Social Search: A type of internet search based on gleaning preferences from the communities and social networks with which the searcher is associated. Social media is playing an ever more important role in search, particularly as Google continues to favour sites with a Google+ presence.
Spam: The phrase spam relates to the sending of unsolicited communications via electronic messaging systems, including email and increasingly messaging systems over social media. Spammers can also target search engines in black hat SEO.
Spider/Crawler: Crawling is one of the three key processes involved in returning search results. The search engine crawler or spider uses an algorithm to determine which sites to crawl, how often to visit and how many pages to take from each site. These sites are then indexed to be returned in search results.
Stickiness: Sticky content is intended to retain users on a website for longer periods of time or encourage them to return to the websites numerous times. Quality content is essential for improving website stickiness.
TTitle Tag: The title tag is among the most important on-page elements for SEO. The tag appears above the task bar in the browser, in SERPs and occasionally on external websites. Ideally, it should include primary keywords and the brand name of the website.
Twitter: Microblogging site Twitter boasts over 200 million active users. Tweets are 140 characters long and can feature #hashtags relating to popular topics, @mentions of other twitter users and links from external sites. You can find us on Twitter at @ContentPlus.
UUnique Visitors: A key metric for measuring website performance. The number of visitors accessing your website from a different IP address. This differs from the number of visits, which also counts returning visitors.
WWhite Hat SEO: White hat SEO techniques look to improve a website’s position in SERPs through honest means by following search engine guidelines. The cornerstone of white hat SEO is creating high-quality content aimed at customers and then ensuring it is easy for the search engine’s crawlers to find. Google’s algorithm changes continue to encourage white hat SEO techniques.
Whitepapers: White papers are becoming an important part of content marketing strategies. White papers are used to educate the reader, explore a concept, solve a problem or make an argument.