Digital Marketing Jargon Buster

Don’t know your CRM from your CTA? Never fear as our digital marketing jargon buster is here to guide you.

At Mintcake Digital we aim to make the world of digital marketing as easy as possible to navigate. We understand you may want this information given as clear as possible but quite often it’s impossible to avoid some of the most common terms. To help you we’ve put together this handy A-Z guide which we update regularly to ensure all new terms are included.

If you still can’t find the answer to your question or we haven’t covered a particular term, let us know and we’d be delighted to help.

Call To Action or ‘CTA’

A call to action is something you included on a web page to encourage a visitor to perform a particular action. Most often this is a prompt to make to make a purchase or contact you, but it can refer to any action you want the user to perform, such as download a file or watch a video.

Content Management System (CMS)

A CMS is a tool that allows website owners to easily manage, add and edit content without needing any coding experience. A common CMS used to build websites now is WordPress, but there are many examples of different content management systems that are widely used.

Content Marketing

For any website to be successful in search engines it needs to feature high quality and unique content that engages visitors.

Great content can come in many forms such as blogs, white papers, videos, how to guides, images an infographics. The key to content marketing is promoting it in the right places to encourage interested visitors to engage. When you produce content for your website it should be useful, interesting or entertaining – if it doesn’t meet these criteria then it quite often won’t be giving you any value.

Conversion Rate Optimisation (CRO)

The art of conversion rate optimisation is to improve the percentage of people who visit your website and place an enquiry or place an order. This can be achieved through experimenting with different content layouts or using more persuasive language.

Customer Relationship Management (CRM)

A CRM system is an application many businesses use to manage interactions with current and potential customers. Many CRMs will track the performance of and organic all your communications whether this for marketing, sales, customer service or support.

When used correctly a CRM system can free up your time to work on other important areas of your business knowing your clients and new prospects are being managed professionally.


Although there are many aspects that go into eCommerce, the term itself refers to the act of selling products or services online – fairly simple one that.

Email Marketing

There are a host of ways a company can use email to communicate with customers, partners or new prospects. Broadly speaking, any email sent from your company could be considered as email marketing, but more often it’s referred to directly advertising to your contacts.

Forms of email marketing include sending newsletters to your customer database, following up new enquiries or emails to customers who have not completed a sign-up process. Email is also a good way to promote the great content you created earlier!

Google Analytics

Google Analytics is a free online tool digital marketers use to track the number of people who are visiting a website and how they engage with it.

Link Building

Every link that points to your website from another source can be seen as a vote of confidence by leading search engines. It is widely accepted that inbound links are the single most important ranking factor and are closely related to higher search rankings.

That said, with links it’s all about quality rather than quantity. Building poor quality links from the wrong sources will do far more harm to your website then any benefit you may see.

Organic Visitors

An organic visitor to your website is accepted to be someone who has clicked through from a search result. They have performed a relevant search, found your website and clicked through.

Pay-Per-Click Advertising (PPC)

PPC is a common way to advertise online which is offered by both the leading search engines and social media channels. For example, perform any search in Google and you’ll see both organic and paid results. The paid advertisers appear at the top and includes Google Shopping.

Advertises bid to appear in the paid positions for relevant searches terms and pay for every click they receive. It can be a highly effective form of advertising as you only pay for visits to your website, which when done correctly should only be highly targeted sales prospects.

Page Load Speed / Site Speed

The time it takes for your website to load is quickly becoming crucial in the eyes of Google, and they are now looking to penalise sites it judges to be slow. Your load speed could be affected by a host of things such as your hosting, image sizes, the coding used to build it and other key bits of content.

Optimising your website to ensure it works efficiently as possible on all devices should be high on the list of considerations for your web development strategy.

Re-targeting / Re-marketing

As an online advertiser you will have access to build audiences which you can use to create an effective re-targeting campaign.

We’re sure you’ve visited a website and then been ‘followed’ by banner advertising or social media promotion that advertises that specific brand? That is you being ‘re-targeted’ as a potential customer.

Search Algorithm

This is the criteria search engines use when building search results. Search algorithms are constantly evolving and it’s important to say on top of changes to ensure strong ranking positions.

Search Engine Marketing (SEM)

This is a general term given to any method of advertising through search engines. It commonly encompasses SEO and paid search.

Search Engine Optimisation (SEO)

SEO is the technique of optimising your website with the specific goal of achieving high search engine rankings. There are a host of strategies you could employ and it’s important you’re doing the right things for your business.

Local SEO

Very similar to SEO above but with the goal ranking highly specifically in your local area. Recently Google has done a big push to ensure local businesses show ahead of national companies for a whole range of search results.

For example, search for ‘electricians’ and you’ll be provided with a series of local companies among national competitors. Google does this to provide a useful list of search results for its users.

Search Engine Results Page (SERP)

The search engine results page is the list of results which appear when you perform a search – this is often referred to as a ‘SERP’. You may hear people refer to ‘the SERPS’ – such as “We’ve been performing well in the SERPS”, this is a general term that refers to search engine results.

Social Media Marketing (SMM)

This is simply the technique of promoting your business of any social media platform such as Facebook, Twitter or Instagram.

User Experience (UX)

Providing a good user experience is crucial to encouraging your website visitors to achieve their end goal.

Mintcake Digital

If you’d like any advice of any part of your digital marketing or website development you’re in the right place. Please don’t hesitate to contact us if you have any questions.