Digital Marketing Glossary – Theo Ruby’s Key Words

Digital marketing glossary

When it comes to digital marketing, there can be a growing number of new terms, phrases and words that you’ve not come across before. Ranging from ‘Burger menus’ to ‘favicons’ – these new terms help to make sense of your website design, marketing strategies and online presence. 

To help independent business owners I have developed a glossary of digital marketing terms that I use on a regular basis to break through the jargon! 

Basic Website Terms:


This is the top part of your website that doesn’t change as you move across the site. It usually shows your menu and logo and may include your social media icons and phone number or email.

Sticky Header (aka fixed header)

A sticky header refers to the top bar of your website being locked in place so that when users scroll down the navigation menu doesn’t disappear.


This is the navigation / menu bar that is located at the top of your website but could also include textual links in the footer or sidebar.

Drop-down Menu: 

A drop-down menu is a menu can be expanded to include additional links. For example, your therapy types could be broken out into separate sub items once you click on top level menu item. These are only visible once the user clicks on them.   

Hamburger Menu: 

So named for its resemblance to a hamburger due to the three horizontal lines displayed as it’s icon. A “toggle” navigation menu is mainly used for mobile versions of website navigation. It compresses the navigation menu and only opens when clicked.

Body/Content Area: 

The main area in which content for your website will be added.


On your website you could have a sidebar that is consistent on every page, or just some, of your website this is usually aligned on the left- or right-hand side and helps the user to navigate a larger website.


The footer represents the bottom part of your website that stays consistent on every page. This could contain contact information, social media links or links to other pages within your website. 

Technical terms:


Your website is collection of your online web pages that can be accessed through your domain name.

Web Pages:  

These are your static pages that remain on your website and will not change unless edited. These could be your About, Prices or FAQ.

Blog Posts: 

Blog posts are written on a regular schedule and one of their key purposes is to keep your site fresh with new content. A blog can help to boost your SEO scores by using key words and tell clients about your business and knowledge.

RSS feeds

RSS (or Rich Site Summary, but also called Really Simple Syndication) feeds allow users to access updates to online content in a standardized, computer-readable format. Think of them as aggregators that update from multiple sources in real time.  

Web Browser: 

This is the software used to read web pages and search google, they are often referred to as a ‘Browser’. Popular browsers include Google’s Chrome, Microsoft’s Internet Explorer, Mozilla’s Firefox, Netscape’s Navigator, and Opera. Each have their own pros and cons but in generally Chrome is a great option.

Domain Name & Registrar: 

The domain is the name by which a website is identified. A domain name needs to be registered to be functional for example is my chosen domain name.

Website Hosting:  

Hosting is the online storage that allows your website to be live and visible to your customers. You can easily host yourself, but you should watch out for huge price increases after the first year and remember that hosting in the UK to keep in line with GDPR laws! Many cheap hosting come from the US or India, which won’t always be compliant.

I offer SSD and Cloud hosting which is faster and more robust for online stores to keep you going at a reduced price for counsellors.


A site’s URL is its web address, the item that specifies where on the Internet it can the found.

IP Address: 

An IP address, or Internet Protocol address, is a series of numbers that identifies any device on a network. Computers use IP addresses to communicate with each other both over the internet as well as on other networks.


Stands for Domain Name Service. DNS translates domain names to IP addresses so browsers can load Internet resources.


Website cache refers to the temporary storage of web files. This makes the website load faster when they next load the page.


HTTP (Hypertext Transfer Protocol) is the standard protocol used for transferring data over the World Wide Web.


HTTPS (Hypertext Transfer Protocol Secure) is a secure version of the standard HTTP protocol that is used to transfer data between a web server and a web browser. When a website uses HTTPS, it means that the communication between the user’s web browser and the web server is encrypted and authenticated using an SSL/TLS certificate.  

SSL certificate: 

An SSL (Secure Sockets Layer) certificate is a digital certificate that is used to secure and encrypt communication between a web server and a user’s web browser. These will normally come for free with your hosting, be wary of any company that tries to charge for it.

Responsive Website Design: 

Responsive website design is a design approach that aims to create websites that can adapt and respond to different devices and screen sizes, such as desktops, laptops, tablets, and smartphones.


Website accessibility refers to the design and development of websites that can be accessed and used by all people, including those with disabilities or impairments. 



Software Terms:

WordPress: runs over 35% of the internet, it’s an open-source content management system (CMS) that is used to create and manage websites, blogs, and other online content.


In web design, a plugin is a software component that adds specific functionality or features to a website.


In web design, a widget is a small, self-contained module or application that performs a specific function or provides a particular feature on a website or web page. They are modular and reusable.


A website theme, also known as a website template, is a pre-designed set of visual and functional elements that determine the overall look and feel of a website.

“Back-End” or “Dashboard”:

The back-end of a website is where you can make edits to your website, it is also the part hidden from view of a website visitor.


This is the part of the website that visitors can see. It can be referred to as the User Interface as it’s where visitors can access the site’s content.

Website Layout and Design Elements/Terms:


A website prototype is an early version of a website that is created during the design and development process.

Site Map: 

A site map is a hierarchical list or diagram of all the pages and content on a website. It is designed to help users and search engines navigate and understand the structure and organization of a website.

Call To Action (CTA): 

A CTA informs the user to take a specific action: ‘Learn More’, ‘Get in Touch’ or ‘Sign Up Here’. These should be highlighted on your website.

Landing Page:

A landing page is a standalone web page that is designed to receive traffic from a specific source, such as a search engine, social media platform, or advertising campaign, and guide users towards a desired action or goal.


To protect against spam, email marketing should use ‘Opt-In’ selections for email recipients. Opting-in means that someone has requested to receive emails.


A slider, also known as a slideshow, is a web design element that displays a series of images or content in a rotating or sliding manner.


A hyperlink is a link from one page to another, and this can be on the same site or another one. These tend to be text or images and are highlighted in some way (text is often underlined or put in a different colour or font weight).


Hover changes the appearance or behaviour of an element on a webpage when a user hovers their mouse cursor over it, such as a colour change or animation pop up. This is a great tool technique for contact buttons as it can make the button ‘pop out’ when the user hovers over it on the screen.

404 Page Not Found: 

When a user clicks on a broken link or enters an incorrect URL in their browser, they will receive a 404 error message, which typically indicates that the web page or resource they are trying to access is no longer available, has been moved, or never existed in the first place.

301 Redirect:

A 301 redirect is a type of HTTP status code that is used to permanently redirect one URL to another. When a website owner or developer sets up a 301 redirect, it tells web browsers and search engines that the original URL has been permanently moved to a new location.


A favicon (short for “favourite icon”) is a small icon that appears in the browser tab next to the page title, as well as in the bookmarks or favourites list. 

SEO & Advertising Terms:


The process of optimising a website or web page to rank higher on search engine results pages (SERPs).

SERP (Search Engine Results Page): 

The page(s) that a search engine shows in response to a user’s search term. The order in which the resulting websites are listed are called “rankings.”

Organic Search: 

Organic search refers to the process of obtaining website traffic from search engines through unpaid or natural search results. They are determined by the search engine’s algorithm based on the content, relevance, and quality of the website pages. Achieving high organic search rankings requires a well-optimized website with high-quality content and relevant keywords. These are different than paid searches, where users click on an advertisement.

Alt Text: 

Alternate text used to describe an image in a website or social media post. These are used by search engines and screen readers in place of an image.


Text used to describe the web page in the top of the browser window.

Meta Data:

Meta data (or metadata) refers to information that provides context or additional details about a piece of content, such as a web page, image, or video. Meta data plays an important role in search engine optimization (SEO), as it helps search engines understand the content of a web page.

Google Analytics: 

Google Analytics is a web analytics service provided by Google that allows website owners and marketers to track and analyse their website traffic and user behaviour.

Google Search Console: 

Google Search Console is a free web service provided by Google that allows website owners and webmasters to monitor and manage their website’s presence and performance in Google search results.

PPC: Pay-Per-Click:

A type of online advertising where advertisers pay each time a user clicks on one of their ads.

SEM: Search Engine Marketing:

The process of promoting a website or web page through paid advertising on search engine results pages (SERPs).

CTR: Click-Through Rate:

The percentage of users who click on an ad compared to the number of times the ad was shown.

ROI: Return on Investment:

 A measure of the profit or loss generated by an investment, typically expressed as a percentage of the initial investment.

Noticed a digital marketing phrase or word that isn’t on this list? Get in touch and ask! 

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