| Term |
Definition |
| Above the fold |
The content that appears on a screen without a user having to scroll. |
| Active verb |
A word that conveys action or behaviour, and in a Call to Action, tells a reader what to do. |
| Audience |
The group of people at which a marketing communication is targeted. |
| Benefit |
The positive outcome for a user that a feature provides. |
| Call to Action (CTA) |
A phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today, etc.). |
| Dynamic keyword insertion |
In paid search advertising, this allows keywords used in searches to be inserted automatically into advert copy. |
| Feature |
A prominent aspect of a product that is beneficial to users. |
| HyperText Markup Language (HTML) |
Code used to structure the information and features within a web page. |
| Keyword stuffing |
The process of putting too many keywords into the meta data of the website or using many irrelevant keywords. Search engines can penalise websites using this practice. |
| Mass customisation |
Tailoring content for many individuals. |
| Meta data |
Information that can be entered about a web page and the elements on it in order to provide context and relevant information to search engines. |
| Persona |
A character created to define a group of readers in order to speak to them as though they were a unique reader. |
| Paid search advertising |
Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click of the advert. |
| Sender alias |
The name that is chosen to appear in the sender or ‘from’ field of an email. |
| Search engine optimisation (SEO) |
The process of improving website rankings on search engine results pages. |
| Search engine results page (SERP) |
The actual results returned to the user based on their search query. |
| Tone of voice |
The register, formality and personality that comes through in the text. |
| Unique selling point (USP) |
The aspect that makes your offering different from your competitors’. |
