Digital Terms

Digital Terminology


Simple  [with just 4 or 5 pages]

Product-based (Maruti cars)

Service-based (MG University, Hospitals)

Information based (Wikipedia, W3Schools)

Ecommerce (Flipkart)   [payment gateway websites]

Booking (Oyo, MakeMyTrip)

Articles/Blogs  (,,

Banking (SBI,, Paytm, UAEexchange)

Tools (pdftodoc, onlivevideocoverter, googleanalytics, moz)

Social media

Domain name: Generally the name of a website  (

Top domain level – .com. .org, .in

Domain name – facebook

Subdomain ( – ‘m’

Protocol – http

We purchase a domain or acquire hosting from websites like godaddy, hostgator, bigrock, globehost, etc.

Server/Hosting:  Where the website’s information is stored/hosted

Shared – less costly, low on security

Virtual Private Server – moderate privacy, costs a bit higher than shared

Dedicated – High security, Higher cost

Cloud – Has a network of servers, High security, more technology, reduced chance of downtime (Google, banking)

Managed hosting – the service provider handles the maintenance of the server hardware or software crashes, cooling, power, etc. (Godaddy, HostGator)

Self-service hosting – we will be responsible for any kind of maintenance to the server

Co-location server – the company provides workspace, power, cooling system, internet, etc.

Terms related to a Website

URL [Uniform Resource Locator] / WebLink: An Internet address (, usually consisting of the access protocol (http/https), the domain name (, and optionally the path to a file or resource residing on that server (article)

Header: Heading of the website

Body: Content in the webpage

Footer: The bottom part of a website where we include the privacy policy, T&C, copyright, etc.

Keyword: Content that makes it possible for people to find your site via search engines

Title: The name shown on the tabs (recommends 55-60 characters)

Meta-description: A short description of the website (recommends 150-160 chars)

Fav-icon: The mini-logo shown next to the title

Bread Crumbs:  The pathway which we’ve taken that shows the content
eg:  Home>movies>eng>2020

Internal Links: Tagging parts of the website on each page against each other

External Links: Tagging external links to our website

Backlinks: Tags in other websites that lead to mine

Hyperlinks: Any clickable link on a website can be called a hyperlink whether it be internal or external

Anchor text: A clickable text on a website  ( For more info click here )

Clicks: The number of clicks on a clickable link

Impressions: May not be a click, but still a view on the search results list

Image Alt tag: The code used to define an image to the crawler

Bounce rate: The percentage calculated based on the amount of time spent on the website, only in a “less-used” manner. If the website has a higher bounce rate, google (the crawler/ search engine) will mark it a bad website. (Preferably be less than 5%)

Important for Ads and SEO

Click Through Rate:  CTR = (No. of people who visit your site) divided by (No. of people who sees your site)

CTR = Clicks/Impressions

CPC (Cost per click): CPC= (Total spent) / (No. of clicks)

CPM (Cost per mile):   CPM= [(Total spent) / (No. of impressions)] * 1000

CPA (Cost per acquisition):   CPA= (Total spent) / (No. of conversion)

CR (Conversion Rate):   CR= (No. of conversions) / (Total no. of ad clicks)

ROI: Return on Investment

ROI = (Profit / Investment) * 100                   Profit = Revenue produced – Cost of making

QS (Quality score):   A value between 1-10 given by Search Engine

       1. Quality of landing page, Domain Authority and Page Authority
(Quality and authority assessment based out of 100%)

        2. Keyword relevancy in Ad copy

        3. Past CTR must be high

Other Important Terms

Dwell time: The amount of time someone spends on a website

Sitemap: A document with all the links to the website either in HTML (for user) or XML (for a search engine)

Crawling/Crawl: The search engine performing a search to find the best results possible for a search

Crawler/Spider: The bot or a software system that performs a search in the search engine database

Search Engine bot: The crawler/spider used by the search engine

Indexing: The process of arranging the title and meta-description by a search engine when a search is performed

SERP: Search Engine Result Page is where the results are indexed out

Semantic search: The process of listing out predictions for a search by the Search engine

LSI Keywords: Related Keywords shown at the bottom of the SERP

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