The Ultimate Guide to Marketing Jargon

A glossary of things you might hear us say.

In the world of online marketing, there are always new terms coming up, and as you dive deeper and deeper down the rabbit hole of perfecting your online strategy, you may see more and more unfamiliar terms. And yes, we’ll admit – we often get excited and start throwing around obscure marketing terms (marketing jargon!) without even thinking.

We know that it can be hard to keep track of all this crazy marketing lingo. So instead of searching for all the different essential terms, wouldn’t it be great if there were one place that had them all? Look no further! We’ve compiled an Ultimate Guide to Marketing Jargon, just for you!

Our guide has dozens of essentials terms you may need to know as you plan and discuss your online marketing strategy… and, yes, you can even use this to translate what we’re saying (though we try our very best to speak English and not just Mad Men-speak).

Without further ado, here is the Ultimate Guide to Marketing Jargon:

301 Redirect

This is a permanent redirect from one URL to another. Using a 301 redirect sends users and search engines to a different URL than the one that they originally typed or selected from search results.

404 Error

The 404 error is an HTTP code. If this appears, the resource or page that has been requested cannot be found.

A/B Testing

A/B testing compares two versions of a web page to see which version does better. This is done by showing site visitors two versions of the web page at the same time.

Above the Fold

Above the fold used to refer to the top of newspapers, or the headlines displayed on the newsstand. Today, above the fold refers to the top of your web page. It’s often considered the part of the page that can be seen without any action from the user, like scrolling down.


Accessibility has to do with how people with disabilities can access your website. Accessible sites often present their information through several channels, i.e., visuals, audio, etc. Making your site accessible helps ensure that all possible users can navigate through it.


Agile is a set of methods and practices of software development. It involves self-organizing and collaborating with other team members in order to succeed in sometimes rocky environments.


An algorithm is a set of rules or guidelines that tell a computer what to do. It also provides details on how to accomplish the task.

Alt Text

Alt text helps with accessibility. If a user is vision impaired, the alt text attached to an image will be read so that the user knows there is an image, and what is in it.


example of marketing analytics charts

Analytics use statistics, math, predictive modeling, and machine-learning techniques to find patterns in recorded data. This data can show user trends, engagement, and traffic on your website or social media accounts.


Your audience is who you are writing to. It’s essential to consider your audience when choosing a subject, writing, posting on social media, and coming up with keywords and metadata. Knowing your audience can help you appear in search results and get higher traffic to your page.


API stands for Application Programming Interface. It’s an intermediary software that allows two applications, like Facebook, to talk to each other. When you open an app, the API takes your request, gives it to a server, and tells it what to do. It then retrieves the information from the server and presents it to you.

Back Link

These links, also called outbound or external links, are created when website links to another. A backlink is a link to an external site. These are important for SEO because they show search engines that other websites find your site of value.


person blogging at computer

Blogging has several different definitions. A blog is sometimes defined as a frequent and chronological publication of one’s thoughts. So, with this definition, blogging becomes the action of writing, editing, and posting those thoughts. However, today’s blogs are much more than just online personal journals. They can be for businesses, recipes and baking, gaming, and much more.

Bounce Rate

A bounce rate tracks the number of visitors who come to your website but leave before clicking on anything. Analytics can give you a bounce rate percentage for your website.


Your brand is what you say that you will offer to your users or customers. Having an effective strategy to develop your brand gives you an edge over other companies. Your brand is who you are, and more importantly, why you do what you do. It’s essential to develop your brand so that users see you how you hope to be seen.

Brand Ambassador

Brand ambassadors are hired by companies to represent and highlight their product or service. They can help increase sales and the overall perception of your product or service.

Brochure Website

This is a lot like an online brochure. They’re SEO friendly, with a 20 page maximum for the whole site. Brochure websites are also easy to navigate, with crucial information like how to contact your company, hours, etc. made very visible.

Business to Business (B2B)

This is a model that means one business sells a service or product to another company. The difference between this model and others is that B2B offers raw materials or parts that companies may need to boost their sales.

Business to Consumer (B2C)

Business to commerce is a transaction in which a consumer receives a product directly from a company. This is potentially the most familiar model, with shopping malls and online stores as examples.


A buzzword is a term for a favorite word or phrase. Buzzwords are usually new terms, or terms that are taken from the past and given new meaning in specific contexts.

Call to Action (CTA)

A call to action is a message that is meant to prompt immediate response or reaction. On a website, this could be as simple as “sign up here.”


spam box in email

CAN-SPAM stands for Controlling the Assault of Non-Solicited Pornography And Marketing. This is a regulation that applies to email marketing. CAN-SPAM effects both bulk and commercial emails. It details what an email must include, what it should not include, and the fines for any violations of emails.


A Chatbot is a computer program or service. Specific rules power them, and you chat with them through an interface. Chatbots can be used for the weather, news, scheduling, and in some places, even just a stimulated conversation.


If a customer of your product or service cuts all ties with your company, this means that they have churned. Your churn rate refers to the number of customers or subscribers who cut these ties within a certain period.

Click-Through Rate (CTR)

This measures the number of clicks that advertisers receive on their ads per their number of impressions. It includes the number of people who merely view the ad (impressions), and then the number of people who actually click on its links, which are clicks.

Customer Persona

A customer persona is a detailed list of customer information. They are based on research of actual customers, and often detail their interests, personal motivations, and what they value in a brand. Customer personas are helpful for companies because they go beyond typical demographic information, like age.

Content Curation

This is a way to organize content. Content curation takes different material from the web and organizes it around a theme or in a meaningful way. Curators take the content that they feel is relevant or important for their users, and shares it with them.

Content Delivery Network (CDN)

A CDN is what delivers content to you from a website’s server. The job of the CDN is to keep the time between opening a page and that page loading as short as possible.

Content Management System (CMS)

A CMS is a software that helps create, edit, organize, and publish content on your site. WordPress, for example, is a content management system.

Content Marketing

Content marketing is a strategic marketing approach. It involves creating and publishing consistent and valuable content for the user. So instead of pitching products and services, you are giving users solutions to their problems. This helps keep a clear audience and drive profitable attention.

Conversion Path

This is the path from an unknown user to a new lead. Conversion paths begin with a content offer. When a user clicks on the call to action button to view that content, they are taken to a landing page. The user then fills out personal information to access the content that was offered. They are then taken to a thank you page with the offer, where they go from unknown user to new lead.

Conversion Rate

A conversion rate is the percentage of visitors that complete a desired goal on your website out of the total number of visitors. A high conversion rate means that people like your offerings and can get them easily.

Cost per Lead

This is an online marketing pricing model. A cost per lead pricing model means that advertisers pay for leads rather than impressions or clicks.


Copywriting is the process of writing or speaking words that get people to act. This is often the content of brochures, billboards, emails, and other marketing materials.


Crowdfunding is the process of persuading people to donate small amounts to your cause or company. Many newly popular websites help with crowdfunding, like Kickstarter. This is a way to pitch an idea to people before going to banks or investors.


Crowdsourcing is similar to crowdfunding. It engages and persuades a crowd or group for a common goal, like problem-solving. There are many sites and platforms available to assist with crowdsourcing.


CSS describes the style of an HTML document. It details how HTML elements should be displayed on a screen, paper, or other media.

Customer Acquisition Cost (CAC)

CAC is the price you pay to acquire a new customer. You can figure out your CAC by dividing the total costs associated with the acquisition by total new customers within a certain time period.

Customer Relationship Management (CRM)

CRM is a strategy for maintaining relationships and interactions with customers. Customer relationship management helps companies connect with users and improve profitability.

Digital Marketing

Digital marketing is an umbrella term for online marketing efforts. It involves your website, blog posts, social media, branding, SEO, email marketing, and more. Digital marketing is a way to connect with consumers in the digital age.


A domain name is the address of your website. This is what people type in the URL bar to go to your site. Domains make it easier for people to find websites.

Drip Campaign

A drip campaign is a set of marketing emails that are sent out automatically on a schedule. They can be set off by triggers, like making a purchase or opting into your emails. The trigger could also be time-based, i.e., once a week.

Dynamic Content

This refers to content that consistently changes. Changes are based on different factors, like timing and user interactions. Facebook is an example of dynamic content, as the home page is different for every use at any time.


An eBook is a publication that’s available online.

eCommerce Website

ecommerce website on ipad

eCommerce is the sale or purchase of goods or services online. The websites that facilitate the transfer of goods and information for purchase are eCommerce websites.

Editorial Calendar

An editorial calendar is a planning document. It gives you and your team a framework for goals and assignments to be successful. Editorial calendars are essential, as they can help detail your online marketing strategies.

Email Marketing

Email marketing is the process of sending promotional emails to a list of people. It is a digital marketing strategy that gets information to both current users and new prospects.

Engagement Rate

Engagement rate tracks the level of engagement that a piece of content gets. It’s usually used to analyze the social media of companies. The rate is influenced by user interactions such as likes, comments, and shares. Engagement rate is calculated from user interactions and the number of followers a company has.

Evergreen Content

Evergreen content is content that stays relevant for an extended period. Posts with this type of material stay fresh for readers far past its publication date.

Gated Content

Gated content requires users to fill out personal information in order to read or download that content. Personal information could include name, address, email, etc. Using gated content is a marketing strategy to generate new leads.


GDPR stands for General Data Protection Regulation. This regulation is from the European Union, and it serves to give users more rights when it comes to privacy and their data. It affects not only countries in the EU, but any country that receives traffic or targets customers from the EU as well. GDPR means that companies must be truthful and accurate with their statements about data. Consumers will be able to access that data and find out what it is being used for. Opt out and deletion of data options must also be easily accessible for users. In addition, companies must notify users of any breach of data within 72 hours of the violation. This is substantial legislation, and you can find more details here.

Google Analytics

Google analytics is a free service offered by Google. This website analytics service gives companies insight into how users find and use your website. Tracking codes are also available to track social media and advertising campaigns. Google analytics can help you make decisions based on data, such as what type of content to continue posting, or where more effort should be spent.

Google Search Console

The search console is where you can find all of Google’s tools, diagnostics, and data. The search console can help you develop a Google-friendly website. Google search console is also the only place to get SEO information about your website straight from Google.

H1, H2, H3…

H1-H6 is an HTML that represents the six heading options. H1 is the highest, while H6 is the lowest.

hamburger menu

Hamburger Menu

The hamburger menu refers to the menu icon often found in mobile sites. It’s a three line menu that hides the typical file menu.


Hashtags are a social media device. When you use hashtags in your tweets or Instagram posts, you can attract more engagement. Hashtags help you connect with communities and target audiences, and develop your brand. Users can search by hashtags on social media, which helps your reach, especially if you use multiple, strategic hashtags in one post.

Host/Hosting Company

A host or hosting company is a business that provides the technologies and services for a website to be posted and viewed on the internet. Being a host essentially means that you store and help serve a website.


HTML stands for HyperText Markup Language. HTML describes the structure of a web page, and browsers use this to display the content of that page. Tags, like H1, represent the elements of HTML. These tags label things like headings, paragraphs, etc.


HTTPS stands for HyperText Transfer Protocol Secure. This is used to keep information safe from hackers. Computers use HTTPS to decide on a code, which is then scrambled so no one can read it. HTTPS is usually used when checking out at an eCommerce store.


HTTP stands for HyperText Transfer Protocol. It is a procedure for exchanging information on the internet. It defines how messages are formatted and sent, as well as what actions web browsers and servers should perform based on requests.


Impressions are the number of times that your content was displayed. The content presented is shown in a user’s feed whether or not they interact with it. Users don’t have to engage with the content for it to be considered an impression. A user can also have multiple impressions with the same piece of content.

Inbound Marketing

Inbound marketing attracts customers by providing them with helpful information and adding value to their experience. With inbound marketing, potential customers can find you through blog posts, social media, and search engines. Content addresses the specific problems of your ideal customers, attracting the business that you want and building trust with your company.


WE ARE SOCIAL social media infographic which social media platforms should i be on?

An infographic is a visual representation of data and information. Infographics can have charts, diagrams, images, and videos. They are used to more easily and attractively explain complex data for clear understanding and insights.


An influencer is an individual who has the power to affect decisions of their audience. These influencers are very popular on Instagram, as they gain a niche following and develop a trusting relationship with them. The influencer then can persuade their followers to purchase a product or take action about a cause. Companies can sometimes partner with these influencers to promote their brand or product to their followers.


JavaScript is a high-level programming language. It allows you to put complex elements on to a web page, like interactive maps, graphics, and more. JavaScript is built off of simpler programming languages, like CSS and HTML.

Key Performance Indicator (KPI)

A KPI is a value that is measured to show how well a company achieves their key objectives. They can be used for the overall success of the company, or simply smaller departments and processes.


A keyword defines what your content is about. These are the words that users enter into the search bar in a search engine. Keywords are important because they are the link between a user and your page. When deciding on a keyword, you should consider your target audience, as well as the language that they use to search for answers and information. Using specific keywords may also help you rank higher in a search results page.

Landing Page

A landing page is created for marketing purposes. This is a stand-alone page that users come to when they click on an ad. These pages are designed merely to have a call to action, and they are a good option for increasing your conversion rate during an advertising campaign.


A lead refers to some form of contact with a potential customer. The definition may vary based on the company. For some, a lead is any sales contact, while for others a lead is a contact they believe is a prospective customer. However, most companies agree that a lead is someone who will become a customer at some point.

Lead Flow

Lead flows are a tool that can help companies capture new leads. Using lead flows gives options for unique and customized capture forms, like pop-ups.

Lifetime Customer Value

The lifetime customer value predicts the amount of value that a company will get from their entire relationship with a customer. They are usually stated as a periodic value using an estimate of the relationship. Lifetime customer value helps companies optimize their spending for the maximum amount of value.

Lookalike Audience

Lookalike audiences are a tool for advertisers on Facebook. It can be used to reach new groups of people that may be interested in your business because they are like your current audience. These groups are made up of people who share similar characteristics with your existing customer base. A lookalike audience can be built through a customer list, app data, or people who have liked your Facebook page.

Long-Tail Keywords

A long-tail keyword is a longer, more specific keyword phrase. These are more likely to be used when someone is about to purchase a product, or they are using voice search. Long-tail keywords can help your content rank higher in search results pages because there will be less competition for that specific phrase. Using a long-tail keyword will draw less traffic, but the traffic it does attract will be focused and interested in your product or service.

Market Research

Market research is a process of gathering and analyzing data about a market, the services and products of that market, and past, present, and future customers. It also collects information on the spending habits, location, and competition of your target market. Market research can help solve problems for marketers, such as their target audiences and their product. It provides valuable insight for companies to be successful in their market.

Marketing Automation

This refers to software that attempts to make marketing actions automated. These can help companies with tasks like email and social media. Using marketing automation makes repeated actions like these easier for the company.

Meta Description

example meta description on Google

A meta description gives a summary of a webpage. These are usually a sentence or short paragraph, and they appear below the blue clickable link in a search results page.

Mobile-First Design

Mobile-first design means that the designing of a website starts with the mobile end. The mobile end has more restrictions, which are expanded to a tablet or desktop version. This way of designing is flipped from the usual desktop version.

Mobile Optimization

Mobile optimization is the process of ensuring visitors to your website who are using a mobile device have an optimized experience. Optimizing your website for a mobile device takes into account the site design, structure, and page speed.

Multichannel Marketing

Multichannel marketing means using multiple platforms to communicate with customers. This could be through your website, email, social media accounts, direct mail, etc. These marketing materials urge your customers to act, like purchasing your product or hiring you for a service.

Native Advertising

A native advertisement is a paid ad that follows the form of the platform that the user sees it in. These are often seen as in-feed ads on Facebook, Twitter, Instagram, etc.

Net Promoter Score (NPS)

A net promoter score measures customers’ experiences and predicts any business growth. NPS is calculated by asking customers how likely they are to recommend the product or service to a friend on a scale from 1-10. The percentage of detractors (scored 0-6) is then subtracted from the percentage of promoters (scored 9-10).

News Feed

graphic of Facebook news feed

A news feed is all of the content that a user sees on a platform. For example, the Facebook news feed features posts from a user’s friends and the pages that they have liked, and advertisements. A news feed also features images and videos that have been posted or shared by friends and Facebook pages.

No-Follow Link

No-follow links are created with an HTML tag that tells search engines not to count that page. A page with a no-follow link does not boost a page’s rank or count in the page’s favor. However, many sites, like WordPress, automatically assign user-submitted links a no-follow tag. These links can be used for managing blog comment spam, as those spam commenters are less likely to comment if they can’t publish a no-follow link.


An offer is a proposal from a buyer or seller. This proposal usually means that the buyer or seller is willing to enter into an agreement with the other party. Once accepted, the offer is a legal obligation for the service or product to be bought or sold under specific terms.

On-Page Optimization

On-page optimization means optimizing individual web pages so that they rank high and get more traffic. For on-page, the content and HTML source code are the factors that can be optimized.

Off-Page Optimization

Off-page optimization refers to optimizing external links and other signals. I.e., anything on your web page that takes a user outside of your web page. Adding external links helps a site to be seen as more valuable by search engines.

Page View

A page view means that a page has been loaded or reloaded in a search browser. Page views are a measure of how many times that page has been seen. If a user refreshes the page several times, the number of page views reflects the number of refreshes. Page views do not mean, however, that a user has clicked on anything on the page that they have loaded.

Page Speed

Page speed is a measurement of how fast the content of a web page loads.

Pay Per Click (PPC)

PPC is a way of paying for advertisements. If you want a page from your site to rank high in Google, you can pay them to list your results at the top and right of the search results page. When someone clicks on your ad, you pay whatever the current cost per click is. Google will continue to run your ad until your budget for clicks is up.

Pay Per Impression

Paying per impression is similar to pay per click; however, the advertiser pays for the ad whether it is clicked on or not. A pay per impression advertisement is paid for the number of times that the ad merely is shown.


PHP stands for Hypertext Preprocessor. It is a general-purpose scripting language used for web development. PHP can be used to develop static or dynamic websites and applications.


Psychographics are like more detailed demographics. Rather than age and race, psychographics detail things like spending habits and personal values. These can help you understand why someone buys a product, not just who that person is.

Public Relations

Public relations, or PR, is a strategic way of communicating that helps organizations build mutually beneficial relationships with their publics. In marketing, PR is often seen in social media efforts, as companies try to form valuable and trustworthy relationships between themselves and their consumers.

qr code

QR Code

QR or quick response codes are square, black and white symbols placed on products. People can scan these codes on their mobile devices to learn more about a product. The square can hold coupons, links, event details and more. They usually look like this:

Recurring Revenue

Recurring revenue is the amount of a company’s revenue that is very likely to continue in the future. This type of income is very stable and predictable, and can, therefore, be predicted and counted on.


This form of marketing is sometimes referred to as word-of-mouth. A consumer is referred to a product or service by someone they know, and then purchases that product or service based on the referral they received.


Remarketing allows you to reach out to visitors to your site who did not purchase anything or ask any questions. You can place targeted ads in front of those visitors to your site around other places on the internet.

Responsive Design

Responsive web design is used to make sure that your site looks good on any device. It uses HTML and CSS to resize or rearrange any content so that it fits into different device sizes.

Return on Investment (ROI)

An ROI is a measure of performance. It measures the amount of return (benefit) on an investment relative to the cost of that investment. This shows the efficiency of a single investment or compares the efficiency of several investments. ROIs are calculated by dividing the return by the cost of the investment.


A regram is when an Instagram user posts a photo from someone else’s account on their own account. This can help companies post fresh content, and build relationships with other users who may be interested in their product.


Screen shot of a Fabletics retweet

On Twitter, a retweet is when one account shares a tweet from another user’s account. This can be done as a straightforward retweet, with the user simply sharing the original tweet, or a quote tweet, where the tweet is shared with the user’s comment above it.


RSS stands for rich site summary. It’s an internet technology that gives people updates on web-based content that they may be interested in. With an RSS feed, a user subscribes to the web pages with content that they want to see. The user then receives updates and news from that source to be read in their own time. Users can easily unsubscribe from these sources too, by just removing them from their RSS feed.

Sales Funnel

A sales funnel is a process that companies use to lead customers through to purchase a product. The funnel is divided into different steps, which will vary based on the type of sales model a company uses. A popular model begins with basic awareness of the product and ends with the final step of repurchasing, in which a customer buys a product again.

Search Engine Optimization (SEO)

SEO is an element of marketing that focuses on attaining visibility from organic search results. This means that pages that appear in search results pages are ranked based on their content and value, rather than being paid for by the website. SEO includes everything from the number of words in a post to the URL of that post. It is a way of making sure that your website and its content can be understood and ranked well by search engines.

S.M.A.R.T. Goals

A S.M.A.R.T. goal is specific, measurable, attainable, relevant, and timely. S.M.A.R.T. goal setting helps bring structure and trackability to your personal and team objectives. It defines clear milestones and attainability for the task, which helps bring it closer to real accomplishment. Using this type of goal setting can also help companies with transparency and clear communication between employees.

Social Media Marketing

starbucks personalities on social media

Social media marketing is the process of receiving traffic or attention through social media platforms. Sites like Facebook, Twitter, and Instagram are used by companies to get attention, increase traffic to their website, sell their product, and develop relationships with customers. Here’s an example from Starbucks’ Twitter account:

Social Proof

This is based on the idea that people will conform to something so that someone with power or influence will like them. For example, if an Instagram user sees an influencer with a particular product, they are likely to buy and use that product to fit in with and be like that influencer and the rest of the community.

Software as a Service (SaaS)

This is a way of delivering centrally hosted applications over the internet. SaaS applications can be accessed via the internet rather than having to be downloaded and maintained on your computer. This makes it easier for users to access the applications.


SSL stands for Secure Sockets Layer. This is a standard security protocol used to establish encrypted links between a web server and a browser during online communication. SSL makes sure that all data sent between a web server and a browser is safe and encrypted.

Style Guide

A style guide is a set list of items that define your company’s brand. Having a style guide creates clear objectives for the brand, and helps deliver consistent, recognizable, and enjoyable content. Style guides usually reference the language, logo, colors, writing style, etc. Keeping your brand consistent makes it easier for customers to develop a relationship with the company.

S.W.O.T. Analysis

S.W.O.T. stands for strengths, weaknesses, opportunities, and threats. By using this type of analysis, you can learn what your strengths and weaknesses are, the opportunities you have for growth or change, and the threats that you face. This can help you figure out what your company can and cannot do, and what you could make changes to or get rid of.

Target Demographic

A target demographic is a specific group of people that are chosen for a social media or advertisement campaign. Target demographics can be found during market research. Their information can assist marketing efforts for specific products or services or even the voice of a platform or blog post.

Transactional Email

This is an email that is sent to facilitate a transaction between a sender and a recipient. Transactional emails often include purchase receipts, password rests, account notifications, etc.


Traffic refers to the visitors that a web page gets. The amount of traffic is measured by the number of visitors that a page receives.

Unique Value Proposition (UVP)

A UVP is a statement that clearly defines the benefits of your offer, how your company solves customers’ problems, and why your company is different from others. It’s used on landing pages and in marketing campaigns to attract customers to your services or products.

Unique Visitor

A unique visitor is someone who visits a website only once during a reporting period. If that person visits the site more than once during that period, they will only be counted as one user. Many reporting periods are month by month so that companies can track their amount of unique visitors per month.


URL stands for a Uniform Resource Locator. A URL specifies addresses on the internet. This is the fundamental identification for any resource that is connected to the web.

User Experience (UX)

User experience refers to all of the interactions that a user has with a company and its services and/or products.

User Interface (UI)

woocommerce categories shop page

The user interface is the series of screens, buttons, pages, images, etc. that a user interacts with on a website.


If something goes viral, that means that it is being circulated and becoming popular very quickly. It can be an image, video, post, etc. Viral objects are usually shared over social media platforms, like Twitter and Facebook.


W3C stands for the World Wide Web Consortium. It is an international community that works with organizations and staff members to develop web standards. WCAG stands for Web Content Accessibility Guidelines. The W3C produced these guidelines, and they provide information on improving web accessibility. The goal of these guidelines is to provide a single standard for web content that meets the needs of different individuals, organizations, and governments.

Why Statement

A why statement is something that clearly defines and describes the purpose or driving force of an individual, company, or product. The why statement goes beyond why you provide a particular product or service and tells consumers why your product or service is different and right for them. It shows consumers why they should care about your company and what it has to offer. Your why statement is what sets your company apart from others like it.


WordPress is a platform that allows you to create, write, and publish your own website and blog posts.


Workflow is the path that business tasks take from start to finish. These tasks start with a definition and are passed along based on procedure in order to be executed and completed correctly and successfully. Using a workflow can increase the communication and efficiency of a business and its employees, which in turn may benefit attention and profits.

XML Sitemap

An XML sitemap contains all of the important pages in your website. Having a sitemap will help Google understand the structure of your site. XML sitemaps can help with search result rankings too because it helps Google find essential and updated content quickly.

So now that we’ve covered the A to Z of marketing jargon let’s move on to some specific WordPress jargon. These definitions are all for terms that you might see when using a WordPress site or service.


An avatar represents a user with a picture or illustration. Avatars usually show up in a small box with the user’s name, any time the user comments or posts something online.


A beta is given out to a large group of users on a trial basis. It is a software that has gone through alpha testing within the company and is often close to what the final product will be like.


A category is a tag that is assigned to specific content or posts. Using categories can help you group the content and posts that have similar topics and ideas. Categories can be pre-determined by the user and can vary widely.

Child Theme

This is a theme that is developed from your parent theme. Creating a child theme is usually used to modify the CSS of your theme.


The WordPress codex is a user manual. The codex has information about using and developing your WordPress site, as well as FAQs and tutorials.

Custom Post Type (CPT)

WordPress can store a wide range of content. A post is a single part of that content. Having a custom post type means that your site can have posts with templates.


A customizer lets a WordPress user preview and make changes to several of their website’s appearance settings. The customizer tool is built into WordPress and works with most modern themes.


This is the default description of a blog post or page that will show on the blog archive page, a search results page, and on social media. The excerpt may also be displayed in a plugin’s metabox if the user has that SEO plugin.

Featured Image

A featured image is the central image that shows up on your blog archive page. This image also appears when the post or page is shared on social media platforms. It can additionally be seen on a summary list of posts from your site, or in a widget area.


This refers to the part of the page that contains information like links to privacy policies and copyright notices, often found at the foot of the page. The footer might also have a source code to include scripts used by a theme developer.


FTP stands for File Transfer Protocol. This is a process in which files can be moved from one computer to another via the internet. An FTP client is a software that will upload files to a server for WordPress websites.


A gravatar is a Globally Recognized Avatar. WordPress manages the gravatar system.


Your header is the first thing that a user will see when they come to your website. The header can influence whether a user will continue to look at your site or click away, and should, therefore, reflect your brand and the rest of the content on your site.


Loop is a PHP code that WordPress uses to display posts. WordPress uses the loop to process each post that will be shown on a page and then formats it based on the criteria it matches from the loop’s tags.


Meetups are local gatherings that are part of the official WordPress community. These meetings can help local WordPress users get new ideas and find help with any issues they may be having. They are organized through the Meetup site.


This draggable box can be found on the post editing screen. The metabox allows a user to enter or select information in addition to the main content of the post. This information is usually related to the post topic and content.


Multisite is a feature of WordPress that lets users create a network of multiple sites on just one installation of WordPress.

Navigation Menu

This feature was included with the WordPress Version 3.0. This gives users different options for users to click from one place on a website to another.


A page is a static, pre-defined WordPress post type. They are a kind of document that is not tied to the reverse chronological order of blogs.


Plugins are part of a software that adds code that performs functions on a website. WordPress offers free plugins, but they can also be purchased from third parties.


Add new post section on WordPress

Posts are entries that can be found on a posts page or blog posts homepage in reverse chronological order.

Post Meta

Post meta can be described as data that gives detail on a post. One example of meta data is post type. Meta data is also referred to as metadata or custom fields.

Post Slug

A post slug is a URL valid, user-friendly name of a post. This is usually used to create a permalink for each specific post on your site.


Shortcode is generated by a plugin. This inserts a function or a form into a specific site location, such as a widget.


A sidebar is a widget-ready area that WordPress themes use to display information that isn’t in the main content. While it is often a vertical column on the side of the page, it can also be seen as a header or footer.

Staging Site

A staging site is private and allows for the building and preview of a site for the client’s approval. Non-live content and designs can be seen before the website goes live to the public.


A tag is a pre-defined way to categorize and organize posts. Tags can be used along with categories to group posts with similar content. However, a tag is usually more specific than a category, and several posts with the same tag can be found under one category.


A taxonomy is a way of organizing posts on your site. Categories and tags can be used for this, as well as links or the format of posts.

Theme/Parent Theme

This is what controls the function and style of a WordPress website. A child theme can be derived from the parent theme.


how to update WordPress

When there are updates to WordPress, users will receive a notification in the admin screen. These updates provide new features and better security for WordPress users, and should always be done. You can install updates by clicking the link in the update message. The update message looks like this:


Widgets are small blocks on a website that perform a function. Some places on a site are considered widget-ready, like sidebars. Widgets allow users to have control of structure and design more easily.


This is an eCommerce solution specifically for WordPress. WooCommerce can be used to set up an online store or marketplace. It currently powers a large number of online transactions and has a large community around it.


This is a conference for WordPress users to come together and share information, ideas, and tips that they have learned over the year.

An online version of WordPress that allows a user to access a new WordPress environment and publish their content immediately. It is a private company that hosts the largest multisite in the world. is a community site where users can create and share code. It is also where plugins, themes, and source codes for WordPress core can be downloaded. Additionally, it acts as a location for conversations and organization within the WordPress community.


This stands for “what you see is what you get.” This usually means that any changes made in edit mode reflect the exact way that they will be seen on the published page.

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Okay, so this is A LOT of information, and you may not even understand it all. But the best part about this guide is that it’s all in one place! Whether you need marketing jargon or WordPress terms, you can always come back to our ultimate guide. And if this guide leads you to further questions, get in contact with us! We’re happy to have a conversation about your marketing or WordPress needs.

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