Referrals are visitors to your website from other sources. This could be a referral from an existing customer, an affiliate, or a partner website.
Remarketing, also known as retargeting, is the practice of re-exposing your brand to people who have already visited your website through online display ads. Remarketing ads are often shown in website banners.
Repurposing is the practice of using your existing content to create new content in different formats. For example, you can add information to a blog post to create a whitepaper, or chop your blog post into chunks to create social media posts.
79. Responsive design
Responsive design means ensuring your web pages are designed appropriately for most of the standard screen sizes they are likely to be accessed on. This includes image resizing and ensuring text remains legible across mobile, tablet and desktop devices.
80. Return on investment (ROI)
Return on investment is the amount of money you make or save based on how much you’ve invested in your business tools and practices.
81. Search Engine Optimisation (SEO)
SEO is the process of creating and enhancing web content that ranks highly in search engine results. The idea behind this is that most people only view the first few pages of any search engine results page. That means higher ranking pages will receive more visitors than lower ranked pages.
82. Search Engine Results Page (SERP)
A SERP is the web page that lists the results for any given search term. Ads are usually displayed at the top and bottom of the SERP, with organic listings falling in between.
83. Search term
Also known as a search query, a search term is the word or phrase entered by a user in a search engine. Search terms are often used to discover which searches have triggered your online ads.
Your sitemap gives search engines vital information about your website. This includes the layout of your site, and the relationships between the pages. Most sitemaps are XML files. Sitemaps are especially important if you have a large or complex website.
85. Software-as-a-Service (SaaS)
SaaS is a business distribution model in which service providers develop and host their online software and make it available to customers, often on a subscription basis.
86. Sales-qualified-lead (SQL)
Not to be confused with the programming language SQL, sales-qualified leads are those prospects that have engaged with enough of your marketing material to be approached directly by your sales team. These leads tend to be near the bottom of the funnel, or at the decision stage of the buyer journey.
87. SSL Certificate
SSL stands for Secure Sockets Layer. The purpose of an SSL certificate is to prove that your website is secure. You can tell if a website has an SSL certificate because its domain will begin with https://, rather than http://.
88. Title tag
Every web page should be given a title tag that is relevant to the content of that page. Title tags are usually displayed as links on a search engine results page, and in the browser bar when you open the page.
89. Tone of voice
Warm, witty, authoritative, friendly – all these words can describe a website’s tone of voice. To engage with the right audience, you’ll need to ensure your web copy is written in an appropriate tone for your readership.
90. Unique Selling Point (USP)
Also known as a differentiator, your USP is the fundamental element of your product or service that makes it different from all the others on the market. This could be your price point, your service, or a key feature that isn’t available anywhere else.
91. User Experience (UX)
UX refers to the general experience a software user has when using a certain program. UX designers are charged with ensuring visitors have an easy, pleasant experience when using a program so they’re more likely to return.
92. User Interface (UI)
The user interface of a website or app refers to the interactive customer-facing elements of the page or program. UI is commonly integrated with UX, and there is some overlap between the two roles.
Your values are the core concepts that your business aims to uphold. This can be collaboration, integrity, inclusiveness – whatever is important to you and your business.
Your business vision defines the world you want to create through offering your product or service.
Website visitors are people who click through to your website, and can be used interchangeably with the term users. In analytics, unique visitors refers to distinct individuals who visit your website.
96. Warm lead
Warm leads are prospects who have actively engaged positively with your brand recently. This could be at a trade show, on social media, or over the phone. Warm leads should be followed up quickly, while they’re still interested in your business offering.
WCAG stands for Web Content Accessibility Guidelines. WCAG is an important part of software marketing, as accessibility is key for ensuring inclusivity online. You can learn more about WCAG here.
Workflows are automated processes that are designed to guide potential customers through your marketing funnel. Certain actions will trigger a customer’s enrolment in a particular workflow. For example, signing up to receive a newsletter can trigger a welcome email. Workflows are commonly used in email marketing to remind customers of abandoned carts, missed sales, and other opportunities.
99. White Hat SEO
White Hat SEO practices are methods for improving your search engine ranking that are approved by search engines and SEO experts. This includes creating high-quality content, ensuring your site speed is fast, and writing informative guest posts on relevant blogs.
When a happy customer recommends your business to another potential customer, that’s word-of-mouth. Word-of-mouth marketing is ostensibly free, but you’ll need to offer fantastic customer service to get the referrals.
101. Your Money Or Your Life (YMYL)
Your Money Or Your Life pages consist of content that could have an impact on a reader’s future finances or life decisions. Defined originally by Google, YMYL content broadly includes news articles, financial advice, health and safety pages and shopping services. YMYL content must be highly accurate, and conform to the E-A-T principles.