Jargon Buster

Making Sense of Digital Marketing.

Negotiating the world of digital marketing is tough; so we’re making it easier. Our jargon buster is here to help whether you want to understand an invoice or even look more knowledgeable in your next marketing meeting. Check out our definitions below.

Body Content Review

A body content review (BCR) is the inclusion of 2-3 relevant keywords in key parts of your on-page content. This includes headers, metadata, image alt tags & keyword density of your body content.

Buyer Persona

A buyer persona is a fictional character that represents your target audience or part of your target audience. You can have a number of buyer personas depending on your target audience. The personas can help you understand your target audience and create suitable content.

Call To Action

A Call to Action (CTA) is an invitation for your target audience to do something specific on your website. It is often displayed as a button on website banners or below content to encourage the user to click on it to find out more, buy something, download something, etc.

Content Marketing

Content Marketing is a form of marketing that provides fresh, informative, interesting, exciting, unique and engaging content. You can share this content on your blog, website or social media accounts. For example, this could be written content, or other media such as videos, audio or infographics. It is meant to attract your target audience and support your business goals in the long run.

SEO and Content Marketing work hand in hand. Just like SEO, Content Marketing needs continuous analysis, improvement and regular fresh or curated content.

Content marketing goals are to create brand awareness, generate engagement, drive leads and sales or inform or build trust.


Copywriting is the process of creating text for advertising purposes. Online “Copy” is usually written to incorporate SEO and with a goal such as to inform, entertain or encourage engagement.

Difficulty Score

The difficulty score determines how difficult it is to rank for a certain keyword in SEO. If the score is higher, the number of other content ranking for this specific term is high which makes it more difficult to rank in search engines. Ideally, keywords should have a good balance between volume and difficulty score.

Editorial Calendar

An editorial calendar is a 3-12 month overview of the content you are planning for your blog and social media channels. It usually includes topics, target audience, funnel stage, social media channels, publishing dates and times, special occasions for your company, public holidays relevant to your business, etc. It helps you not to lose track of your marketing efforts throughout your yearly marketing journey.

Google Analytics

Google Analytics is a tool provided by Google which lets companies and marketers analyse data about a certain website. For example, this could be data about traffic from different directions and can help the website owner to improve marketing efforts. To be able to use Google Analytics it needs to be connected to the website with a tag (a special code) in the page header.


An infographic (or information-graphic) is an image containing information about a certain topic presenting content or knowledge quickly in a simple and engaging way.


A keyword is a search term which users type in search engines like Google or Bing to find what they are looking for. Keywords can be used in SEO and PPC projects to attract the right target audience.

Keyword Mapping

Keyword mapping is the process of choosing 2-3 relevant keywords for a content piece. These keywords can then be used to optimise metadata and body content to improve SEO & search engine rankings.

Keyword Research

Keyword research is the process of researching search terms to learn about what users are searching for online when they are looking for a product, service, information or advice. The researched keywords can then be included in the content of pages & posts to increase the ranking on search engines. When researching the relevant keywords for your business; you should consider search volume, difficulty score and most importantly user intent. There are a number of keyword tools out there that can help you to find the terms users are looking for. For example WebHummel use kwfinder (mangools). You could also use the Google Adwords keyword planner but it doesn’t show user intent or difficulty score for SEO. The Google tool is mainly meant for PPC usage but still helps you see the volumes of searches.


An ROI is a return-on-investment. It is a key figure to measure the success of a business activity and looks at the profit outcome compared to the capital input.


SEO stands for search-engine-optimisation and is a method of online marketing. It can help you to rank or increase the ranking of your website within search engine results pages (SERPS). If SEO is done well you will have the chance to appear on the first page of the SERPS where users can easily find your business. The amount of optimisation you need to undertake to achieve this will depend on the level of competition for keywords and phrases within your industry.

There are around 200 different SEO factors which influence ranking. For example, they include insertion of keywords, well written, relevant, fresh, informative, unique and engaging content or links and quality backlinks.

SEO needs continuous analysis and improvement as well as regular fresh or curated content for example on your blog. It is a long term investment which helps your business to ‘bee’ found online when a user searches for one of the keywords you are using in your content.

Technical SEO

Technical SEO is a toolset to optimise the performance of your website for the search engines. The goal isl to raise your site in the search engine results pages.


Pay-per-click (PPC) or cost-per-click (CPC) is a form of online advertising in which you pay for a user’s click. There are text only and other media adverts you can choose to market your product or service. You can choose when, how and to who your adverts appear on search engines, social media platforms or other websites.

You enter into an auction with the publisher such as Google or Bing and bid how much you are willing to pay for a user’s click on your advert. The amount you need to pay per click for your advert to be seen depends on a few factors. The main factors are your maximum bid per click, the competition for the keyword and the quality of your ad and landing page. You can set a budget which stops the advert from appearing as soon as you reach your limit.

PPC is a great way to get in front of your potential clients instantly. It can be used for many goals such as promoting brand awareness, generating leads or increasing your sales.

User Intent

User intent or search intent determines what users actually wanted to find when typing a keyword into the search engine. It is important to consider user intent when performing a keyword research to make sure keywords are actually relevant to the content.

UX Design

UX design or User Experience design is a process to design a product from the perspective of a user to make it easy and pleasant to use.

Web Design

Web design is the term used for creating a website. It includes the design, layout and functionality of different pages and structuring them. You can develop and design websites from scratch or by using platforms like WordPress that offer page builders and themes.

It’s important to consider the target user when designing a website. Who are they? How will they find it? And, what will they want when they get there?

Web Hosting

Web hosting is a service in the form of a rented space that allows you to store things like a website, media or emails. This space can then be accessed online. In the case of a website this space can be accessed by a web browser, making the website available for users online. Web hosting is usually paid per month or annually. The rate can vary enormously due to things like the size, speed, security & technical assistance that the hosting service provides.

Do You Need Some Help?

A conversation costs nothing and helps you understand which elements of digital marketing will best suit your business. Please give us a call, send us an email or complete the contact form. We will respond to your enquiry A.S.A.P. We look forward to hearing from you.

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