404 (error): Response code indicating  that the called resource cannot be accessed, for example a wrong url will get a 404 (not found) error.

301: This status represents that a page is permanently moved to a new location. 301 redirect are the best seo friendly method

302: This status represents that a page is temporarily moved to a new location.

A/B Test: Test done with two or more variations of a page, publication or e-mail. The objective is to evaluate which version has the best performance based on the response of users. For example, you can send two emails with different subjects (titles) and test which one has the highest opening rate.

AdBlocking: It is a browsers extension that let you block the advertising of any website.

AdSense: It is the most popular advertising program on the web and allows you to monetize the traffic on your site by hosting text ads and / or graphic banners, based on the PPC model (pay per click)

AdWords: It is Google’s advertising network and one of the main resources for web marketing. It allows you to publish ads in the “sponsored” sections of Google and within the network of partner sites (the sites that host the program AdSense).

Affiliate program: a program that allows you to promote on your site products or services originally sold on another site. Each completed purchase is paid as a percentage, thus obtaining a remuneration for the affiliation to the parent site. For example Amazon affiliate program is one of the most popular in the internet.

Agent: A browser, or any other type of application that can connect to a web server and search/view its contents. For example: Firefox, Chrome, and search engine robots

Aggregator: site or tool that aggregates together information from different sources.

AIDA: The acronym represents the stages of the consumer relationship process used in marketing (Attention, Interest, Desire and Action) and is based on human behavior. This technique can be used from content titles to videos, passing through all types of contacts with the public.

Algorithm: A program used by search engines to determine which pages to suggest for a given question.

Alternative text: The Alt Tag is used to describe an image on the Internet. This text is read by search engines, such as Google, and is an important SEO factor. It is also displayed whenever the browser does not load the image.

Anchor text: The visible text of the link. Search engines use anchor texts to indicate the relevance of the referenced site and the link to the content of the landing page. Ideally, all three should share common keywords.

API: Abbreviation for Application Programming Interface. Represents the set of programming standards used for software integrations.

Artificial Intelligence: Artificial Intelligence is a branch of computer science that simulates the ability of the human brain to reason, make decisions, and solve challenges. It is a kind of machine learning machine that considers the context of the challenge to propose solutions and help human decisions.

ASO: App Store Optimization: optimization for the searches of an app in the app store. It is an SEO developed especially for this context.

Authority: The quality of a document (page) indicated by several hubs. An authority page is supposed to have a lot of content relevant to a main topic.

B2B: Business to Business, or from Company to Company. Term used to define companies that sell products and services only to other companies.

B2C: Business to Consumer, or Business to Customer. As the translation already gives the tip, they are companies that sell directly to the client.

Backlinks: A hyperlink to a page from an external domain. Google determine the popularity of a website by the quality of its backlinks.

Big Data: A concept that gained strength in the early 2000s, it describes the enormous volume of data, structured or not, that impact the business. However, the important thing is not the amount of data. It is what companies do with this information. Big data can be directed to obtaining insights that lead to better decisions and strategic business directions.

Bounce rate: The percentage of users who enter a site and then leave it in a few seconds without seeing any other page. A high bounce rate is therefore a negative value for the site, as it shows a low interest of users in the content presented for a poor quality of the same or an unclear way of presenting it.
Also Google may consider this negatively, so you should care about that.

Black hat SEO: Search engine optimization tactics that go against best practices such as the Google Webmaster.

Blog: Personal or even business online diary that is usually updated frequently. It can contain links, images, sounds and videos. Users can leave comments with their own link, name or nickname and email address. Many blogs use a content management system such as WordPress instead of an individually created web page. Because of this, bloggers may choose to concentrate on content creation rather than coding.

Bookmarks: is the system by which you can save a page based on personal criteria (tags, title, category, etc.). Social Bookmarks are systems that allow you to share saved pages with other users and search for new ones among those saved by other people within the same channel, using tags and keywords.

Bot: a program ont the internet that could be used for different tasks automatically , for example visiting  a website, extracting data.

Brainstorming: Technique for seeking creative solutions to problems or elaborating ideas collectively.

Brand Image: Series of values and positioning in the market that a brand leaves or wants to show.

Bread crumbs: Navigation of a website on a horizontal bar above the main content that helps the user understand where they are on the site and how to return to the home areas.


Canonical Tag: When more than one page has the same content, the search engine algorithm divides the importance of the two, decreasing the probabilities of a good ranking. However, using the canonical tag it is possible to transfer authority from one page to another.

Case Study: Report or exposure of some successful experience. Often used to show how certain techniques and differentials have helped clients in practice.

ccTLD: A country code top-level domain (ccTLD) is an Internet top-level domain generally used or reserved for a country, sovereign state or dependent territory identified with a country code. All ccTLD ASCII identifiers are two-letter long and all two-letter TLDs are ccTLDs. In 2010, the IANA (Internet Assigned Numbers Authority) started implementing internationalised country code top-level domains, composed of native language characters when displayed in an end-user application. The creation and delegation of ccTLDs is described in RFC 1591, corresponding to ISO 3166-1 alpha-2 codes.

Cloaking: A method for presenting different contents depending on the agent requesting them. Technique that in itself would not be considered spam, since minor forms of cloaking are put in place for example to display different versions of the same site depending on the user’s browser, or the resolution of the monitor. It has become over time a technique used to present to search engines an optimized version of a site that, when viewed by the user, looks completely different.

In practice it is a technique that allows you to vary “on the fly” the contents of a web page, depending on who visits it. For example, it is possible to show certain texts to users and other texts to the spider of a search engine. Google usually don’t like sites that use cloaking to show spiders different content from that shown to users; this technique is considered spam and sites that use it can be banned from the search engine.

Cloud: It represents the delivery of computing as a service rather than a product, in which shared resources, software and information are provided and organized, allowing access through any Internet-connected device

Cold Call: it is the name given to those calls for potential customers without any prior contact. It is the attempt to sell some product or service without any indication of interest shown by the customer before the contact.

Cold Mail: It’s the same as a Cold Call, but using email. The peculiarity of these methods is that they have a very low conversion rate but, when they convert, they are a faster and more direct process.

Chatbots: Chatbots are computer programs that can simulate human attendance in online conversations (via chat). That is, when someone interacts with a chatbot, they have the impression of talking to a real person (and not a machine). This tool is widely used to streamline customer service.

Clustering: It’s going to group. Present only one page of a site within the search results. This means that the top positions of a results page are not occupied by the pages of a single website and the results are therefore more varied and useful for the user. Google clusters, grouping no more than two pages of a site within the same SERP.

CMS (Content Management System): Programs like WordPress that separate most of the tedious tasks of webmasters from the creation of content so that the person who wants to publish can be effective without the need to acquire or even understand sophisticated coding skills.

Conversion (goal): Achievement of a quantifiable goal on a website. Clicks, records and sales are examples of conversions.

Cookies: These are simple files inserted into the user’s browser when the user visits a website. This file has basic information such as IP, language preference, etc. Thus, in future visits to the site it is possible to identify the visitor and their preferences.

CPC: cost per click. What it will cost you if someone clicks on the ad of your campaign in Adwords.

CPM: cost per 1000 impressions. What you will pay each time your ad is shown 1000 times.

CPL: (cost per lead): you pay besides per click also for the realization of a certain action.

CSS: Acronym for Cascading Style Sheet, or style sheet containing the rules for formatting html documents

CTA: It is a call to action, that is, an order that encourages the user to take a certain action, such as clicking on a link, downloading a material or registering for an event.

CTR or pay per performance: (click-trough rate): is a ratio that measures the success of a pay per click campaign, the percentage is based on: number of clicks / total impressions.

Crawler (robot, spider): Program that moves through the World Wide Web to gather information.
Googlebot is a crawler.

Crawl budget: The amount of ressources that Google can allow to crawl a website. This “budget” may vary depending if the website is important or not, and how much pages it has.

CRM: Abbreviation for Customer Relationship Management. CRM software offers solutions for good customer relationship management.

Crowdsourcing: Collaborative Contribution or Collective Collaboration, is the way to obtain resources for the creation of a service or a product with the collaboration of a large group of people through the Internet.

Cross-channel campaign: It is the integration of communication between various channels to attract and win over consumers through the unity of brand presence, regardless of the message channel. A good cross-channel campaign, based on robust technologies, unifies not only marketing actions but also activities.
to build a solid identity for the brand.

Duplicate content: Content that is obviously similar or identical to that found on another page or website. A site may not be penalized for presenting duplicate content, but search engines will rely little or nothing on it, compared to content that the search engine considers to be the original.

Deep crawl: It is a great process of scanning the web by search engine spiders: it consists in visiting most (or all) of the sites in your archive and to pick up the maximum number of pages.

Directory: Catalogue of websites sorted by category. Each website is hosted in a category related to the content of the site. Generally, directories, unlike search engines “properly said” select the websites proposed by users manually, including them in the catalog only if they are considered interesting and of quality.

DNS: Domain Name System. A system that allows the identification of a resource on the Web through an alphanumeric string (the domain) rather than with its IP address.

Domain authority (DA): is a search engine ranking score developed by Moz that predicts how much a site will rank in the search engine results pages (SERP). The score of a domain authority varies from one to 100, with higher scores corresponding to a greater ability to position itself.

The Domain Authority is calculated by evaluating multiple factors, including backlinks, in a single DA score. This score can then be used when comparing websites or monitoring a website’s “ranking strength” over time.

Double Opt-In: It is the practice of sending the user a confirmation email of the signature on their list. They will only receive the following emails if they click on this message.

Drupal: One of the most popular CMS in circulation: based on PHP, free and open source, has many fields of application and a fair versatility. Its lower diffusion compared to WordPress and Joomla is due to a slightly steeper learning curve (especially with regard to configuration and setting) of the above mentioned platforms.

Edge Rank: Algorithm used by Facebook to evaluate the relevance of posts and whether they should appear in the news feed. Posting time, post format and affinities are some of the factors considered by the code.

Evergreen Content: It can be defined as that type of content that is always relevant and never goes out of fashion.

Eye tracking: studies and science that by analyzing the movement of the mouse on the web page studies how the visitor interacts with your page content.

FTP: a file transfer protocol which used for example to move a upload a website files from a computer to a web server.

Google dance: Change in search results caused by an update of Google’s data system or algorithm. This is the cause of great anguish and consternation for webmasters who fall positions in search results. It is also the period of time during the Google index update when different data centers have different information.

Google Display: It’s a network of sites where you can display Google Adwords campaign ads.

Google Hummingbird: It’s an algorithms update that interprets synonyms, context, location and previous searches to rank a page.

Google Panda: It’s an algorithms update that analyzes the quality of content and penalizes those created only to “grab” search results

Google Penguin: It’s an algorithms update that takes into account the quality of link building, inhibiting especially black hat practices.

Growth Hacking: Methodology that finds opportunities and gaps (hacks) to create specific strategies in order to achieve rapid results to achieve growth – whether from a customer or sales base.

gTLD: Generic Top Level Domains (gTLDs) are one of the categories of Top Level Domains (TLDs) managed by the Internet Assigned Numbers Authority (IANA) for use in the Internet Domain Name System. A top-level domain is the last level of each complete domain name. They are called generic for historical reasons; initially, they contrasted with country-specific TLDs in RFC 920.

Htaccess: The .htaccess file is a simple text file containing apache’s configuration guidelines. This file can be edited with a normal text editor such as notepad

Hashtag: These are keywords (or terms associated with an information, topic, or discussion) preceded by the # symbol. Hashtags are mainly used to index issues on social media. Hashtags are so popular on Twitter and instagram.

Hard bounce: Failure to send emails for permanent reasons such as the absence of an address.

Indexing: Not to be confused with positioning, indexing is the simple presence of a site among the indexes (list of sites) of a search engine or a directory. Indexing is the process following a successful Add URL. Act performed by the search engine and consists of adding a web page to the archive of sites (database) of the engine. It is synonymous with “registration”.

Inbound Marketing: It is the input mechanism of digital marketing, which aims to make or attract the customer until it reaches the company or the desired product, and not the other way around. The best known forms are content marketing for websites, blogs and social media.

IP: Internet Protocol. The numeric address of a resource on the web.

Javascript: Scripting language that are generally interpreted directly by the browser

Joomla: A widely used CMS, along with Drupal and WordPress

JPG: Acronym for Joint Photographic Experts Group, type of image format (.jpg).

Keyword density: Percentage of use of the keyword in a web page. If this value is too high the page can be penalized.

KPIs (Key Performance Indicators): Quantitative indicators defined as part of a company’s digital marketing strategy. They are used to measure actions and monitor achievement of targets, tracking progress based on numbers.

Landing page: is the page to which a user arrives after clicking on an advertisement, a banner, a link… These pages are optimized according to the type of access to get the best final conversion.

Leads Nutrition: Marketing automation technique to send a sequence of e-mails after a certain event, with the objective of leading the Lead through the sales funnel and bring it closer to the moment of purchase.

Link: An element on a web page that can be clicked to direct you to another web page or to another part of the same page.

Long tail: These are long-tailed keywords that represent more specific search terms. They suffer less competition both in organic search and in keyword auctions for those working with sponsored links.
For example, searching for “Buy dresses” can be very broad, while “What are good websites to buy dresses?” would be a long tail search. A large percentage of searches are long tails.

LTV: Lifetime Value is the calculation of each customer’s value for their business. To do this, you need to know the average value it spends on your products over the time it maintains a relationship with your business versus how much you invest in retaining that customer.

Mailing List: List of emails acquired through lead capture actions or any other strategies. Can be used for various purposes, but especially for email marketing.

Marketing Automation: It’s simply the act of making certain tasks automated, making everyday life easier and prioritizing focus on strategy. The term is closely related to the use of email marketing and self-reply, where a series of emails is sent automatically to create a relationship with the prospects.

Metatags: Summary in the HEAD section of an HTML page that provides information about the page. The meta information may be on the search results page but is not visible on the page. It is very important to have meta titles and meta descriptions that are unique and accurate because they can be the information that search engines trust the most to determine the theme of the page. In addition, they are the first impression users get about your page on the search results page.

Meta description: It is a brief description of a page, which appears on the search results pages. Although not helpful in positioning, the meta description helps to attract visitors to the site, because it summarizes the content of the page in the results of search engines.

Newsletter:: is a system of periodic communication carried out through the use of e-mails. The sending of the e-mail is programmed to those users who have expressed their willingness to receive e-mails through the subscription to the Mailing List. The emails have information content about specific topics and very often promotional content.

Nofollow: Command found in an individual link code, it orders robots not to follow a specific link.

Noindex: Command found in the HEAD section of a web page that orders robots not to index the page.

Off Page: Elements external to a website, but that influence its positioning. For example, links that lead to the page.

On Page: Elements that are part of the page and influence the results. In SEO this concern for example the heading tags, alt text, page title and internal links.

Organic search: The opposite of paid search, it concern the Search engine result page.

The SEO can brings organic search without paying any advertising.

Opt-in: It is the choice of opting to receive information via email when registering your email address in a form on a website, thus giving permission to contact the user.

Outbound Marketing: Opposite to Inbound Marketing. In addition to traditional marketing practices such as TV commercials, billboards and radio, the outbound is also part of digital marketing strategies such as cold emails and sponsored links.

Pagerank: Scale created by Google to measure the authority of a site, from 0 to 10. Structure, rejection rate, pageviews, content and links are some of the items taken into account to assign this score.

Page Title: It is the title of the page and one of the most important items analyzed by search engines when showing a result.

Persona: Character that represents the ideal customer or consumer for a company product or service. It brings together demographic (name, age, gender, education, etc.) and behavioral (tastes, preferences, aspirations, frustrations, etc.) characteristics.

PPC (Pay Per Click): Contextual advertising scheme where advertisers pay advertising agencies (such as Google) when a user clicks on the ad. Adwords is an example of PPC advertising.

Press Release (PR): Content or material distributed to the press to create brand awareness and gain authority in other media and contexts outside of those in which it already operates.

Prospect: Consumer who can become a client of your business and for whom you are prospecting.

Remarketing: It consists of impacting users who have already had contact with your message, website or content. This is possible through technology, using cookies from internet browsers. This way you can, for example, set up a campaign to be displayed to everyone who visited your sales page in the last week.

Responsive Design: Responsive design lets you tailor a website to the most diverse screen sizes and resolutions – from a giant TV to a small smartphone. So brands don’t have to create different websites for mobile and desktops

Retargeting: Displaying ads after a user visits a website. Example: a person enters an Internet services page and after that, when visiting other sites, ads from that same company appear on advertising banners. This technics is made possible by installing cookies on the user’s computer.

Rich Snippet: It is the snippet enriched with additional elements useful for users to identify judgments, ratings, prices and information.

Robots.txt: A file in the root directory of a website used to restrict and control the behavior of search engine crawlers.

ROI (return on investment): One of the uses of analytical software is to analyze and quantify the return on investment and, consequently, the cost-benefit of different marketing strategy.

RSS (really simple syndication): is a very simple way for you to receive, directly on your computer or an online website updated information about your favorite websites, without having to visit one by one.

Sales Funnel: There is a whole process until the consumer performs a conversion. It is called the sales funnel and can be divided into three stages:

Sandbox: There is a lot of debate and speculation that Google puts all new sites in a “sandbox” to prevent them from having good rankings until a period of time has passed. The existence or exact behaviour of this sandbox is not universally accepted among SEO specialists.

SEM: acronyms for search engine marketing. Frequently, SEM is used to describe acts related to researching, submitting and positioning a website in search engines to achieve maximum exposure of the website. SEM includes techniques such as web positioning, paid advertising and other search engine related services and functions that will increase your website’s exposure and traffic.

SEO: Search Engine Optimization, is the process of increasing the number of visitors to a website by achieving high rankings in search engine search results. The higher the ranking of a website, the more likely it is that users will visit the site. It is a common practice of internet users not to click beyond the first pages of search results, consequently, a high ranking in search results is essential to get traffic to the site.

SERP: Search Engine Results Page

Serp Volatility: Mutations, changes and volatility of a given search result measured with a metric from 1 to 10. No website is exempt from these fluctuations due to constant improvements in search engines algorithms.

Social Proof: Transmit through the approval and opinion of other people a certain credibility.

Sponsored Links: These are paid ads displayed prominently on search results pages or on affiliated sites (display network). On the results page, they are displayed according to the keywords used in the search and on the display network, according to the related theme.

Snippet: The snippet is a preview of the search result of a website page.

Scrape: Copying information from a site, often facilitated by automated robots.

Search engine: A program that searches a document or groups of documents for relevant matches of a keyword, and returns a list of the most relevant matches. Internet search engines such as Google, Bing or Yahoo search the Internet for relevant matches.

Squeeze page: A landing page modality used specifically for capturing emails from potential customers (lead generation).

Site map: file that helps search engines (or users) to quickly access any content of the site. A sitemap in XML format can be uploaded to Google Webmasters Tools to improve the indexing of all content.

Target: Group of people, objectives or goals that are the target of some marketing action.

User-generated content (UGC): Social networks, wikis, folkonomies and some blogs rely heavily on user-generated content. It could be said that Google is exploiting the whole web as UGC for an advertising space.

UI: User Interface or User Interface. It is the means by which a person interacts with and controls a device, software, or application. This control
can be done through buttons, menus, and any element that provides an interaction between the device and the user.

UX: User Experience. It is the set of practices and theories used basically to manage the emotional and functional impacts that a product or service should generate on the client or user.

URL: Uniform Resource Locator. Also known as a web address.

White hat SEO: Techniques that make up best practices and do not attempt to “play” or unscrupulously manipulate SERPs.