Digital Jargon Buster

Digital Jargon Buster

The world of digital marketing and ecommerce is full of jargon, there’s nothing we love more! To help you break it all down and decipher some of the hidden code we’ve put together this handy jargon buster… enjoy!




Abandonment is the concept of people leaving your website without any transactional or goal orientated information. In its purest sense it is the opposite of your conversion rate. You can broaden the definition beyond conversions if you’re able to acquire customer data such as an email address. The best emarketers are able to acquire up to 18% subscriber information from their traffic.

Anchor Text

Anchor Text is the text you can click on that is a hyperlink to another web page, so it is “anchoring” the content of one website to another. These links are important in SEO and driving traffic to your website. Best practice would state that the anchor text should be reflective of the content it is linking to but in reality a natural link profile wouldn’t look like this in its entirety so having a natural link profile will comprise a mixture of types of anchor text. And there is an excellent blog on the subject here (hint: this is anchor text) from SEM Rush.



Black Hat techniques are the naughty tactics webmasters employ to cheat the Google algorithm to get good ranks in SEO. Over the years Google has got better and better and spotting these methods and penalising websites that use them.

Bounce Rate

Bounce Rate is a metric you’ll find in your google analytics account and is a measure of the amount of visitors exit the website without viewing another page, so they have literally ‘bounced’ off the site. It is therefore clearly an important metric and is a good indicator of the quality and relevance of a website and it is very much thought to be an important ranking factor in search engine’s organic results.

Bounce rates are considered to be a concern over 50%, with anything under 30% considered to be very good.


Domain Authority

A 3rd Party metric from Moz, seen by many in the SEO fraternity as the gold standard in determining a site’s perceived authority by Google and other search engines. The score is out of 100 and gets progressively harder the higher up the scale you go. As a rule of thumb a Domain Authority of 40+ is pretty respectful for most businesses with sites 60+ dominated by larger content publishers, charities and public bodies. Factors such as your site’s technical health and size and quality of your backlink profile are crucial in determining your domain authority.

Check your site’s Domain Authority here at Open Site Explorer.


H1 Tag

Your H1 Tag is short for the “Heading Tag” and being No. 1 it is your most important heading tag. It is one of the key content signals your page has and therefore tells search engines what the page is likely to be about. On pages which you want to rank well in organic search results it is important that this tag reflects the keyword target for the page and is in-line with the other key content signals of the page.

Your H1 is essentially a class of format you give certain text on your web page, such as making it bold or making it a certain font-size. This specific class highlights the text in a very deliberate way and thereby gives it prominence from the other text on the page. It’s a simple but effective way telling the search engines which text to care about. One of the most common problems we find with clients is that target landing pages have missing or multiple H1 tags that don’t reflect their keyword targets, luckily it’s one of the easiest problems to fix.

Your web page should have other heading tags too (H2, H3 etc…) and these should also reflect the keyword targets but using them in a more conversational or question based manner.


Page Title

This is what the page is called and you can see it in the tab section of your web browser. It’s one of our Key Content Signals and crucial in determining the relevance of a web page.

Page Rank

Named after Larry Page, a founder of Google, and not a “web page”. Although it has the happy coincidence of telling you exactly that, the quality of a web page and how likely it is to rank well for relevant search terms.


Quality Score

Quality Score is a Google Adwords metric and as it suggests, is a measure of the quality of your ad campaigns which is provided at the keyword level.

It measures aspects like the keyword relevance to the destination landing page, along with the user engagement stats such as time on site, conversion rate and bounce rate. It is therefore basically telling you whether the keyword you are bidding on is a sensible and whether you are sending the traffic to the right on your site. If this was important enough, Google declares that the amount you will pay in the auction is in part calculated based on what the keyword quality score is and therefore it will determine your ad rank. It is not discussed enough as it should be and unbelievably I’ve sat across from so called PPC experts who’ve declared it’s irrelevant. You can read more about it here….


Search Impression Share

You might think that just because you have an enabled Adwords campaign with active keywords that you’re ads are appearing every time someone searches for that keyword. Well the breaking news is that they don’t and your ads will only be visible for a % of the total searches possible.

You lose the opportunity for ad to display if your Ad Rank isn’t high enough to appear on the Page 1 results or your Budget is limiting the amount of times you’re allowing Google to display your ad. Your Search Impression Share is a reflection of how many times this is happening and Google very handily provides the supporting metrics of “Search Impression Lost to Rank” and “Search Impression Lost to Budget”.

Check to see what your Search Impression Share is and read our blog here to find out what you can do to improve it.


White Hat

The opposite SEO technique to Black Hat… Good methods to employ to improve your SEO campaigns. The terminology of white hat and black hat comes from the Spaghetti Westerns of the 70s where the baddies invariably showed up in Black hats and the goodies in white ones…. good trivia for a digital meetup of nerds.

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