Digital Glossary




Google’s pay-per-click advertiser programme

Any metrics, statistics or key-performance indicators which measure marketing and sales effectiveness (see ‘Google Analytics’).

Awarding Body
Your Awarding Body is City and Guilds. City & Guilds works with key training providers and employers to ensure its qualifications are developed by experts working in the Social Media industry as well being backed by the Sector Skills Council – Council for Administration (CfA). The Awarding Body is also responsible for monitoring the quality and robustness of training and assessment, ensuring plagiarism and collusion do not occur.


Business-to-business. Companies that sell to other businesses

Business-to-consumer. Companies that sell directly to consumers

Black Hat SEO
This is a popular term for SEO tactics that attempt to gain higher search engine rankings for a particular website through unethical, such as stuffing keywords, or tricking web spiders in other ways.

A blog is just a web page that contains entries in reverse chronological order, with the most recent entry on top. Blogs today represent powerful tools to engage potential buyers, establish thought leadership and increase organic search rankings.

Bounce Rate (BR) 
The percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site.


City and Guilds
(see above for ‘Awarding Body’)

Content Management System (CMS)
A web application that allows users to create, edit, and manage a website.

Conversion Rate (CR)
The percentage of people who completed a desired action on a single web page, such as filling out a form.

Conversion Rate Optimisation (CRO)
The process of improving a sites conversion using design techniques, key optimization principles, and testing; creating an experience for your visitors that will convert them into customers.

Cost-per-Action (CPA)
An internet advertising model where the advertiser pays for each specified action someone takes, like an impression, click, form submit, or sale.

Customer Acquisition Cost (CAC)
This is your total Sales and Marketing cost. To calculate, add up overall marketing spend and divide by the number of new customers in a set time period.

Customer Relationship Management (CRM)
A software programs that lets companies keep track of everything they do with their existing and potential customers.


A social bookmarking site and a property of Yahoo! Allows users to quickly store, organise (by tags) and share favourite web pages. You can also subscribe to RSS feeds of other users and share a page specifically with another user.

Externally measurable characteristics of potential buyers such as age, gender, race, education and income level.

A place for people to discover, share and recommend content from anywhere on the web.

Direct Message (DM)
A message on Twitter used to get in touch with a Twitter follower directly and in private. DMs can only be sent to your followers.


When a potential customer has been identified and a dialogue begins with the organisation.

Employment rights and responsibilities

External Quality Assurer (EQA)
This person is appointed by the awarding body to ensure that national standards are maintained.


FTP (File Transfer Protocol)
The means by which files are transferred from your computer directly to your website.


Google Analytics (GA)
A service by Google that generates detailed statistics about a website’s traffic and traffic sources, and measures conversions and sales. Marketers use it to get to know their audience, trace their customers’ paths, and make a visual assessment of how visitors interact with their pages.


The coding language used to create a link together documents and files on the internet. HTML defines the structure and layout of a web document by using a variety of tags and attributes.


The exposure of a clickable ad on a website to one individual person.

Inbound Link
A link to your website from a different website.

Internal Quality Assurer (IQA)
This person ensures that learners are assessed consistently and fairly by assessors.

IP Address
A numerical label assigned to each device participating in a computer network that uses the Internet Protocol for communication.


Keyword Research
The research to determine the words and phrases that are most applicable to a given webpage, online business, product or service.

The words of phrases used by a  prospect when performing a search. Marketers optimise their websites according to the search volumes of keywords related to their industry, product or service, Marketers can also create ads related to keywords that appear in paid search listings.

KPI (Key Performance Indicator)
Marketers use/set KPIs to track progress towards marketing goals. Examples of KPIs include CAC (customer acquisition cost), blog traffic sources and homepage views.


Landing Page
A custom webpage designed to convert visitors into leads or sales. It may also be called a destination page splash page, destination URL or target URL.

Link Building
Quality link building is one of the most important activities you can undertake to get higher search engine rankings.

A business-orientated social networking site mainly used for a professional networking that allows registered users to maintain a list of contact details of people and connections they have made in business.


A form of blogging that enables users to compose brief text updates, via mobile devices, instant messaging, or email, and publish them quickly. Think Twitter.


Organic Search
Organic search results are listings in search engine results pages that appear because of their relevance to the search terms, as opposed to them being advertisements.


Personal learning and thinking skills

An audio or video recording posted on a web site that can be downloaded and played later. The term is derived from iPod and broadcasting.

PPC (Pay-Per-Click)
The amount of money spent to get a digital advertisement clicked. It is an internet advertising model where advertisers pay a publisher (usually a search engine, social media site, or website owner) a certain amount of money every time their ad is clicked. For search engines, PPC ads display an advertisement when someone searches for a keyword that matches the advertiser’s keyword list, which they submit to the search engine ahead of time.


ROI (Return On Investment)
A performance measure used to evaluate the efficiency and profitability of an investment, or to compare the efficiency and profitability of multiple investments. The formula for ROI is: (Gain from Investment minus Cost of Investment), all divided by (Cost of Investment).

RT (Retweet)
A re-posting of a tweet posted by another user on Twitter


Search Engine Submission
Submitting your website’s URL to a search engine along with a brief description to influence your search engine ranking for a specified group of keywords.

SEO (Search Engine Optimization)
Techniques that help your website rank higher in organic search results, making your website more visible to people who are looking for your brand, product, or service via search engines like Google, Bing, and Yahoo. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links to name but a few.

Search engine results pages.

Small and medium-sized enterprises

Social Bookmarks
A method for internet users to store, search, organise and share web pages.

Social Media
Websites and applications that enable users to create and share content or to participate in social networking.

Social Networks
A dedicated website or application which enables users to communicate with each other by posting information, comments, messages, images, etc.

SWOT Analysis
A framework used to evaluate a company’s market position via its strengths, weaknesses, opportunities and threats. Strengths and weaknesses are internal factors the company can affect, opportunities and threats are external factors the company can’t control but can plan for.


An online community where people share short, text based (max 140 characters) microblog posts.


URL (Uniform Resource Locator)
Also known as a web address, a URL is a specific character string that refers to a resource. It’s displayed within a web browser inside an “address” bar.

URL Tracking
Technology that enables marketers to determine which media are generating responses and traffic to a landing page or website, for example.

USP (Unique Selling Proposition)
A unique message presenting a distinct and appealing idea that sets a company, product or service apart from competitors.

UX (User Experience)
The overall experience a customer has with a particular business, from their discovery and awareness of the brand all the way through their interaction, purchase, use, and even advocacy of that brand.


A popular hashtag on Twitter (#FF or #FollowFriday) in which, every Friday, you send a tweet to your followers recommending a Twitter handle you think is interesting that others might want to follow, too.