Web Design Glossary


  • A/B Testing – a method applied in marketing research to enhance the efficiency of the final marketing strategy. The method involves changing of variables and application of alternate strategies.
  • Above the Fold – above the fold refers to a section that remains visible without scrolling down or over. The exact amount of space you’ll see will vary according to your screen settings.
  • Ad Blocking – it refers to a variety of applications that are used to block Web advertisements. Usually, they block the image used in graphical Web ads.
  • Ad Extensions – ad extensions refer to the information included in your text ad. The information could be extra features on your business location, phone number, and links used for certain services pages or products.
  • AdWords – AdWords is a paid search marketing program, developed by Google. It’s the largest online advertising service. Introduced in 2001, Google’s AdWords is the first provider to offer pay per click services.
  • Algorithm – an algorithm is a program that search engines use to determine your Website’s rankings. Search engines do not disclose the formulae used for algorithms as trade secrets.
  • ALT Tags – an ALT tag allows search engines to categorize Website graphics.
  • AMP – AMP stands for Accelerated Mobile Pages. It’s an open-source project for publishers to create content suitable to load faster on mobile devices.
  • Analytics – analytics measures data about a Website and its users. Webmasters use such data to improve Website experience.
  • Anchor Text – anchor text is the clickable words of a hyperlink text. Anchor text appears highlighted so that you can click on it to open the target Webpage.


  • Backlinks –A Backlink is a link from an external website back to your website.  It is the internet equivalent of a vote. The more websites or pages that link to your website from their content, the more authority Google will think you have.  This can translate into higher rankings on Google. When you get a link (hyperlink) from other websites that link is counted as a backlink.  If you get many links from websites that are relevant to your industry or area of expertise then those backlinks will be more authoritative.  This type of link is called an Authority Backlink.

    In essence, Backlinks are incoming links pointing at any certain page on your website. Backlinks are very important for SEO as search engines measure a site’s credibility through backlinks.
  • Bandwidth – bandwidth refers to how much data that can be transferred in a given time period over a communication medium. Bandwidth is measured in kilobits per second (kbps).
  • Behavioral Targeting (BT) – an area of Internet marketing that publishes ads in front of people who would be more responsive to the particular message. The marketing method determines such people based on their past Web behavior.
  • Blog – or weblog - a blog publishes frequent and chronological thoughts of a person. It also includes Web links.
  • Black Hat SEO – Black Hat SEO refers to a collection of unethical SEO tactics used to trick the search engines to achieve higher rankings for a Website.  Using black hat methods may not be harmful at first, but they will eventually be exposed and your site may be permanently banned from search engines or severely penalised.
  • Bounce Rate – a percentage of people who visit your Website and leave after viewing only one page.
  • Broad Match – broad match is the default matching option to find out whether a search term contains your keywords in any way. Broad match is really used when you are trying to use the keywords that could reach the largest audience possible.


  • Caching – refers to the storage of Web files conserved for re-use at a point loaded faster accessed by the end user.
  • Call to Action (CTA) – includes a marketing message that persuades a visitor to perform a desired action.
  • Captcha – captcha is a "challenge" system that usually contains an image or numbers with obscure characters that a user must input. The system is intended to distinguish human from machine type.
  • Canonical Tag – a canonical tag is useful in determining which page is a preferred one when you have two similar URLs. You have to use this tag when your products or content accessible by multiple URLs.
  • Cascading Style Sheet (CSS) – CSS determines how HTML elements, such as colors, layout and fonts are displayed.
  • Click-Through – refers to an action involving clicking through an online advertisement to reach the advertiser’s Website.
  • Click-Through Rate -Click-Through Rate (CTR) is a percentage that expresses the average number of click-throughs against a hundred ad impressions.
  • Comment Spam – irrelevant comments made at the comment section with the intention of spamming a Website.
  • Conversion Rate – the percentage of visitors is expected to take the desired action.
  • Content Management System (CMS) – CMSs allow a Website owner to structure their Website without prior programming knowledge. Anyone with basic Word experience can edit a Content Management System. Wordpress is the most widely known and used example of a CMS.
  • Content Marketing – content marketing is an inbound marketing technique that involves generating leads and traffic through the creation and publication of content.
  • Cost Per Action (CPA) – it’s an online advertising payment method where payment is made on completing actions, such as sales and registration.
  • Cost Per Click (CPC) – refers to the cost or cost-equivalent transacted per click-through.
  • Cost Per Lead (CPL) – another online advertising payment method where payment is made based on the number of qualifying leads produced.
  • Cost Per Impression (CPM) – it’s an advertising model where the advertiser has to pay a fee for a thousand impressions. Each impression represents an instance of the ad being displayed.
  • Conversion Rate Optimization (CRO) – CRO means testing various aspects of a Website. Testing includes various steps: that are taken to improve the possibility of a visitor performing a conversion driven action.
  • Customer Acquisition Cost – it involves the cost or cost-equivalent associated with generating a new customer.


  • Dedicated Hosting – refers to a type of Website hosting where hosting is not shared with anyone else. A dedicated server won’t share your resources with other sites.
  • Deep Linking – the act of creating a backlink to an inner page of a Website is referred to as deep linking.
  • Disavow – Disavow tool from Google allows you to tell Google which backlinks it is supposed to ignore when calculating your site’s ranking.
  • DoFollow – a backlink created to allow search engine spiders/bots/crawlers to follow.
  • Domain Name – a domain name is a name that is made up of numbers, letters, dashes and periods to identify a Website. A domain name has to be unique. For example: www.Google.com is a domain name.
  • Dwell Time – dwell time is the period a visitor spent on a Website after arriving it until the time they left the Website.
  • Downsell – downsell happens when a user rejects a more expensive product for something more affordable.
  • Duplicate Content – two or more Webpages that feature very similar type of content. Websites with duplicate content may suffer Google Panda Penalty.


  • eCommerce – electronic commerce involves buying and selling products/services through the Internet.
  • EdgeRank – Facebook algorithm to determine which posts from groups, brand/business pages, celebrity pages will appear in the NewsFeed of users.
  • Email List – a list containing email addresses of the people who have signed up for newsletter or information on your product/services.
  • Email Marketing – a form of direct marketing accomplished through sending email alerts to people’s email inbox’s.
  • External Link – if a link directs to a Webpage on a different domain name/site is called an external link.


  • Feed – a feed contains data that can serve lots of purposes. For example RSS feeds can help you gain latest updates from Websites.


  • Google Bot – software programs developed by Google to crawl a Website and index it.
  • Geo-Targeting – geo-targeting allows you to reach potential customers as per their physical location. By geo-targeting, advertisers can determine which markets they do and don’t want to reach.
  • Google Penguin Update – Google’s way of penalizing Websites that participated in illicit link building practices. The update targets Websites that purchased backlinks.
  • Google Panda Update – the Panda update is a Google update that favors sites with more content than those that publish “thin” content.


  • Hit – hit signifies measures the number of times your Website was visited. If your Website generated 30 hits, that means 30 people accessed your site.
  • HTML – HyperText Markup Language is the programming language used to develop Websites.


  • Impression – impression happens when a user views your Webpage or your advert.
  • Inbound Link – an inbound link is a backlink that directs traffic to your site.
  • Inbound Marketing – marketing services and strategies employed to persuade a potential customer to visit a Website. For example: content marketing, SEO, blogging, etc. are part of inbound marketing strategies.


  • JavaScript – a scripting language used to make interactive Websites. The language was designed by NetScape.


  • Keyword Density – the percentage shows how many times a target appeared on a piece of content. If a 100-word content piece has 3 target keywords, it means the piece has a 3% keyword density.
  • Keyword Research – activity involving finding out keywords based on their search volumes, strength of competition and commercial intent in search engines.


  • Landing Page – the page you want the user to “land” on. Landing pages usually offer a clear call to action.
  • Link Building – when a person creates backlinks pointing to a Website that they own or control.


  • Meta Description – meta description contain the description of a Webpage appearing in search engine result pages (SERPs).


  • NoFollow – a tag that is included in links to tell search engines not to follow them or value them when evaluating ranks.


  • Organic Link – a backlink pointing to your Website that is created naturally by another Website.
  • On Page SEO is the optimization process that actually runs on your website. I mean, in an SEO process; the experts will fix your technical issues, permalinks, contents, keywords, different kind of tags, meta and a lot of other stuff in the backend of a website. And this process of optimizing the internal stuff of a website is called On Page SEO.
  • Off Page SEO is the process of increasing the number of Backlinks/Votes so that Google think your website as an authority website. In this process, the experts will increase your number of backlinks, the number of social shares and mentions and apply the strategy so that more websites talk about you and link you back.


  • Pay Per Click (PPC) – an advertising model that sets an amount you have to pay for every click your advert generates.
  • Plugin – a software program.
  • Popup – an advert that automatically appears on the top of your Web browser.


  • Reciprocal Link – when a Website links to your Website after you linked to theirs.


  • Search Engine Optimization (SEO) – techniques, strategies and hacks you apply to optimize your Website to gain higher rankings in SERPs. SEO stands for Search Engine Optimization. That means, optimizing our websites, web pages, online media and contents for Search Engines like Google, Yahoo, Bing, and others for better crawl ability, indexation, prioritization and ranking well on the top and the whole process is collectively called as Search Engine Optimization or aka SEO.To give you some more idea; let’s go back to Google and search anything in the search box. You see, 10 websites are showing up on the first page and on the 2nd page; 10 more results and so on to every other page.We, the people usually click on the websites from 1st page and rarely go to the 2nd page.So, the website or business owner who have an online page/website/blog or content; they would like to stay on the front page, always.But, how would they stay at the top page (1st page) of Google?Well, they may have to follow the SEO techniques and optimize their website properly to rank on the 1st page of Google and other search engines.And this process of optimizing a website so that Search Engines give importance to them, crawl at the better rate, index their contents properly and rank high in the result pages are called SEO.
  • Sitemap – a page that has links for all other pages on the site.
  • Spider – a bot or a software program used to crawl the Internet and index.


  • White Hat SEO – methods involving ethical SEO to increase a Website’s popularity in SERPs.
  • WordPress – the most popular content management system.
  • WYSIWYG – an acronym for “What You See Is What You Get”. It’s an interface where you can see what the end result will look like when creating the interface.


  • XML Sitemap – an XML file containing a list of URLs on a certain domain for search engines.


  • YouTube – the most popular video-sharing Website.