Abandonment Rates

Abandonment rates refer to the rate at which users begin a conversion process but then ultimately fail to convert at the very end

Anchor Text

“Anchor Text” refers to the human-readable portion of a web link. In this sentence, this would be the anchor text.


A website is said to have “authority” when it is trusted by other sites. Authority includes a few major factors: links from other high authority sites, expert advice and detailed information.


A backlink is a link that leads to a website. Backlinks are also known as incoming links and inbound links. 

Bounce Rates

A bounce rate is the amount of users who, after reaching a website, abruptly close it. Analyzing bounce rates can help improve conversion and engagement.

Clickthrough Rates

A clickthrough rate is, predictably, the amount of users that actually clickthrough a link to reach the destination, rather than just ignoring the link.

Customer Acquisition Cost

A customer acquisition cost is the amount of money it takes a company to acquire each customer. 


Conversion generally refers to the act of getting the consumer to take a specific action. While conversion usually refers to a purchase, it may also refer to filling out quote forms, signing up for email newsletters or other lead generating activities.

Conversion Cost

Conversion cost is the amount of money it costs to drive a conversion. It’s not always easy to calculate an exact conversion cost; instead, it’s usually the amount of advertising divided by the amount of customers who convert during that same period of time.

Conversion Rate

A conversion rate is the percentage of users who are contacted and then who convert, regardless of what the conversion action is. Conversion rates are usually fairly low. Improving conversion rates only slightly can result in large revenue increases.

Cost-Per-Click (CPC)

CPC is the actual cost of each click in a PPC marketing campaign. If a campaign costs $10 and receives 100 clicks, the CPC is $0.10.


Cost-per-thousand is the amount that each 1,000 impressions of an advertisement costs. 


A hit is any single viewing of a given page. It is often used as the primary measurement of traffic.


An impression is the amount of times a text, image or video ad is actually displayed on a page. Most advertising campaigns involve either ‘clicks’ or ‘impressions.’ The goal is to have the best possible click to impression ratio.

Inbound Linking

See backlinks.


Keywords are phrases, usually that a user would be looking for, that are used in search engine optimization. Keywords should be as relevant as possible to the page itself. A page about antique music boxes, for instance, might have “antique music boxes” as the primary keyword.

Keyword Saturation

Keyword saturation is the percentage of article content that contains a certain keyword. If there are 100 words in a text, the keyword is two words and the keyword is repeated twice (four words total), the keyword saturation will be 4%. Keyword saturation is often used by marketers but, arguably, may not be helpful.

Landing Page

A landing page is a single webpage that is tailored and optimized towards the goal of conversion. Landing pages may also be called “lead capture” pages.

Long-Tail Keywords

Long-tail keywords are highly specific, often niche, keywords that are used in search engine optimization. A long-tail keyword ranges between two to five words and attempts to narrow down a more general keyword to take advantage of a smaller, less competitive pool of search queries. 

Meta Tags

Meta tags are tags that are defined in the source of a website, usually referring to the ‘keyword’ and ‘description’ tags. Keyword tags are no longer used by most search engines, but description tags may be returned on the search engine results page.

Organic Traffic

Outbound Linking


Pay-Per-Click (PPC)


Retention Cost


Return-on-Investment (ROI)

Search Engine Marketing (SEM)

Search Engine Optimization (SEO)

Search Engine Results Page (SERP)

The Search Engine Results Page is the all-important page which displays the results of search engine queries on search engines like Google and Bing. 


A “visit” a complete interaction that a user has with your site, starting from when they first access your site and when they finally leave.

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