Andy Taught Me How™
Website & Digital Marketing Glossary
Plain-English definitions for the words you hear while building websites, creating automations, growing an audience, and marketing a business online.
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- A/B Testing
- Comparing two versions of a page, email, headline, button, or ad to see which one produces the better result. Change one major thing at a time so you know what caused the difference.Data & Analytics
- Above the Fold
- The part of a webpage a visitor can see before scrolling. Your page’s main message and primary call to action usually belong here.Website
- Accessibility
- Designing websites and digital content so people with disabilities can use them. This includes readable contrast, keyboard navigation, captions, labels, and descriptive alt text.Website
- Alt Text
- A short written description of an image. Screen readers use it to explain the image, and search engines use it as another clue about the page.SEO
- Anchor Link
- A link that jumps to a specific section on the same page, such as clicking the letter S to move to the S section of this glossary.Website
- API
- Application Programming Interface. A structured way for two software systems to exchange information or request actions from one another.Strategy & Tech
- Artificial Intelligence Optimization (AIO)
- An emerging term for structuring content and brand information so AI-powered search and answer systems can understand, retrieve, cite, and recommend it. The terminology is still evolving and overlaps with GEO and AEO.SEO & AI
- Attribution
- The method used to decide which source, campaign, or touchpoint deserves credit for a lead, sale, or other conversion.Data & Analytics
- Audience
- The group of people you want your message, page, product, or campaign to reach. A clear audience makes every marketing decision easier.Strategy
- Automation
- A rule-based process that performs repetitive tasks for you, such as sending follow-up emails, applying tags, creating opportunities, or notifying your team.Automation
- Automation Workflow
- A connected series of automated actions, waits, conditions, and messages that begins when a trigger occurs. In BizStackPro, this is often simply called a workflow.Automation
- Backlink
- A link from another website to your website. Relevant, trustworthy backlinks can help people discover you and may strengthen your search visibility.SEO
- BizStackPro (BSP)
- The all-in-one platform used throughout Andy Taught Me How for websites, funnels, forms, CRM, email, SMS, calendars, workflows, courses, and other business tools.BSP
- Bounce Rate
- A measurement related to visits that end without meaningful additional interaction. The exact calculation depends on the analytics platform being used.Data & Analytics
- Brand Voice
- The consistent personality and style used in your writing and communication. It is how your brand sounds, whether the message is on a webpage, email, video, or social post.Strategy
- Bridge Page
- A focused webpage that connects one step of the visitor journey to the next. It prepares the visitor by providing context, explaining the value of the next offer or action, and giving them a clear reason to continue. Websites & Funnels
- Browser Cache
- Saved copies of website files kept by a browser so pages can load faster. A cached copy can sometimes make an old version of a page appear after you have updated it.Strategy & Tech
- Call to Action (CTA)
- A clear instruction that tells the visitor what to do next, such as “Get the Toolkit,” “Book a Call,” or “Watch the Training.”Strategy
- Campaign
- A coordinated group of marketing activities created around one goal, audience, offer, or message.Strategy
- Canonical URL
- The preferred URL for a page when similar or duplicate versions exist. It helps search engines understand which version should be treated as the main one.SEO
- Card
- A visually grouped block of content used to present related information as one unit, often combining a heading, text, image, icon, link, or button. Cards make layouts easier to scan and reuse.Website
- Click-Through Rate (CTR)
- The percentage of people who clicked a link, button, or ad after seeing it. CTR is calculated by dividing clicks by impressions and multiplying by 100.Data & Analytics
- CMS
- Content Management System. Software used to create, organize, edit, and publish website content without manually coding every page.Website
- Conversion
- A completed action you want a visitor to take, such as submitting a form, booking an appointment, downloading a resource, or making a purchase.Strategy
- Conversion Rate
- The percentage of visitors who complete a desired action. It is calculated by dividing conversions by the number of eligible visitors and multiplying by 100.Data & Analytics
- Cookie
- A small piece of information a website stores in a visitor’s browser. Cookies can remember preferences, sessions, and tracking information, subject to privacy rules and consent requirements.Strategy & Tech
- CRM
- Customer Relationship Management system. A central place to store contacts, conversations, opportunities, notes, tasks, and relationship history.BSP
- CSS
- Cascading Style Sheets. The code that controls how HTML elements look, including colors, fonts, spacing, alignment, and responsive behavior.Website
- Customer Journey
- The path a person takes from first discovering your business to becoming a lead, customer, repeat customer, or advocate.Strategy
- Custom Value
- A reusable piece of information saved once and inserted into pages, emails, SMS messages, or workflows. Updating the saved value can update it everywhere it is used.BSP
- DKIM
- DomainKeys Identified Mail. An email authentication method that adds a digital signature so receiving servers can verify that a message was authorized by the sending domain.Email Marketing
- DMARC
- Domain-based Message Authentication, Reporting, and Conformance. A policy that tells receiving mail servers how to handle messages that fail SPF or DKIM checks and can provide authentication reports.Email Marketing
- DNS
- Domain Name System. The system that connects human-friendly domain names to services such as websites, email servers, and verification records.Strategy & Tech
- Domain Name
- The memorable web address people use to reach a website, such as andytaughtmehow.com.Website
- Double Opt-In
- An email signup process that requires a subscriber to confirm the subscription after submitting a form. It can improve list quality and consent records.Email Marketing
- Drip Campaign
- A planned series of messages delivered over time, often based on a schedule or a subscriber’s actions.Email Marketing
- Dynamic Content
- Content that changes based on information about the visitor or contact, such as their name, location, tags, interests, or previous actions.Automation
- Email Deliverability
- The ability of an email to reach the recipient’s inbox instead of being rejected, blocked, or sent to spam. Authentication, list quality, content, and sender reputation all matter.Email Marketing
- Email Sequence
- A connected series of emails designed to guide someone through a specific experience, such as welcoming a subscriber, delivering a lead magnet, or nurturing a lead.Email Marketing
- Engagement Rate
- A percentage that shows how often people interact with content. The exact formula varies by platform and may include clicks, reactions, comments, shares, saves, or replies.Data & Analytics
- Evergreen Content
- Useful content that remains relevant for a long time instead of depending on a short-lived event or trend.Strategy
- Eyebrow
- A short line of text placed above a main heading to provide context, identify a category, or introduce the message that follows. Eyebrows are usually smaller and visually distinct from the headline.Website
- Favicon
- The small icon shown beside a page title in a browser tab, bookmark, or browser history.Website
- First-Party Data
- Information your business collects directly from its audience or customers, such as form submissions, purchases, website activity, survey answers, and email engagement.Data & Analytics
- Form
- A group of fields used to collect information from a visitor, such as a name, email address, phone number, question, or appointment request.BSP
- Funnel
- A focused series of steps designed to move a visitor toward one primary result, such as registering, scheduling, purchasing, or requesting information.Strategy
- GA4
- Google Analytics 4. Google’s analytics platform for measuring website and app activity using an event-based data model.Data & Analytics
- Generative Engine Optimization (GEO)
- The practice of making content clear, useful, well-structured, and trustworthy so AI-powered answer and discovery systems can understand and reference it.SEO
- GoHighLevel (GHL)
- The core marketing platform technology associated with many of the website, CRM, automation, and communication tools used inside BizStackPro.BSP
- Global Section
- A reusable website section that appears on multiple pages and can be updated from one place. Headers and footers are common examples.Website & BSP
- Google Business Profile
- A business listing that can appear in Google Search and Maps with information such as location, hours, phone number, photos, services, posts, and reviews.SEO
- Google Search Console
- A free Google tool that helps website owners monitor indexing, search performance, sitemaps, page issues, and how Google sees the site.SEO
- H1 and H2 Headings
- HTML heading levels used to organize page content. The H1 is normally the main page heading, while H2 headings introduce major sections beneath it.Website
- Hero Section
- The prominent section near the top of a webpage that usually contains the main message, supporting copy, visual, and primary call to action.Website
- Hosting
- The service that stores and delivers the files, database, and resources needed for a website to be available online.Strategy & Tech
- HTML
- HyperText Markup Language. The code that gives a webpage its structure and identifies elements such as headings, paragraphs, links, images, forms, and sections.Website
- HTTP
- Hypertext Transfer Protocol. A standard used to transfer information between a web browser and a server.Strategy & Tech
- HTTPS
- The secure version of HTTP. It encrypts information traveling between the visitor’s browser and the website.Strategy & Tech
- Image Optimization
- The process of reducing image file size and delivering images at appropriate dimensions and formats without sacrificing needed quality. Techniques such as resizing, compression, responsive images, and lazy loading below the fold can improve page loading speed and user experience.Website & SEO
- Impression
- One recorded instance of content, a search result, or an advertisement being displayed. An impression does not necessarily mean the person noticed or clicked it.Data & Analytics
- Indexing
- The process of a search engine storing and organizing information about a webpage so the page may be eligible to appear in search results.SEO
- Internal Link
- A link from one page on your website to another page on the same website. Internal links help visitors navigate and help search engines understand page relationships.SEO
- IP Address
- A numerical address used to identify a device or server on a network. Domain names often point to an IP address through DNS.Strategy & Tech
- JavaScript
- A programming language used to add behavior and interactivity to webpages, including menus, modals, calculators, filtering, validation, and dynamic updates.Website
- Key Performance Indicator (KPI)
- A measurement chosen to show whether an activity is moving toward an important business goal. A useful KPI is tied to a decision, not just collected because it is available.Data & Analytics
- Keyword
- A word or phrase that describes what someone is searching for or what a page is about. Good keyword use begins with understanding the searcher’s intent.SEO
- Keyword Stuffing
- Repeating keywords unnaturally in an attempt to influence search rankings. It makes content harder to read and can work against search performance.SEO
- Landing Page
- A page created for a focused campaign or audience, usually with one primary goal and fewer distractions than a standard website page.Strategy
- Lead
- A person or organization that has shown interest and provided enough information for your business to continue the conversation.Strategy
- Lead Magnet
- A useful resource offered in exchange for contact information, such as a toolkit, checklist, worksheet, guide, template, or mini-course.Strategy
- Lead Nurturing
- The process of building trust and helping a lead move forward through useful, relevant follow-up over time.Automation
- LLMs.txt
- A proposed plain-text file that can give AI systems a concise guide to important website content and preferred resources. It is still an emerging convention, not a replacement for a sitemap or robots.txt.SEO
- Local SEO
- Search optimization focused on helping a business appear for location-based searches and map results.SEO
- Marketing Automation
- Using software and rules to deliver messages, update records, assign tasks, and move contacts through a planned customer journey.Automation
- Meta Description
- A short summary placed in a page’s HTML. Search engines may use it as the descriptive text beneath a search result, although they can choose different text.SEO
- Mobile Responsive
- Designed so a page adapts to different screen sizes and remains readable and usable on phones, tablets, and desktop computers.Website
- MX Record
- Mail Exchange record. A DNS record that tells the internet which mail servers receive email for a domain.Email Marketing
- NAP
- Name, Address, and Phone number. Consistent NAP information across a website and business listings is important for customers and local search.SEO
- Navigation
- The menus, links, and controls that help visitors move through a website and find the information they need.Website
- Nofollow
- A link attribute that tells search engines not to treat a link as a normal endorsement signal. Search engines may still discover and evaluate the linked page.SEO
- Nurture Sequence
- A planned set of follow-up messages that educates, builds trust, answers questions, and guides a contact toward a next step.Automation
- Open Graph (OG) Tags
- Open Graph (OG) tags are HTML metadata that control how a page may appear when shared on social platforms, including the title, description, image, and URL.Social Media
- Open Rate
- The percentage of delivered emails recorded as opened. Privacy protections and image blocking can make this metric imperfect, so it should not be judged alone.Email Marketing
- Opt-In
- A person’s affirmative choice to subscribe, request information, or receive marketing communication.Email Marketing
- Organic Traffic
- Website visits earned without paying for the individual click, such as visits from unpaid search results, shared links, referrals, or direct discovery.SEO
- Page Speed
- How quickly a webpage becomes visible and usable. Faster pages generally create a better experience and can support stronger search performance.Website
- Page Title
- The HTML title used for a browser tab and often displayed as the main clickable headline in a search result.SEO
- Paid Traffic
- Website visits generated through advertising where the advertiser pays for clicks, impressions, leads, or another defined result.Paid Ads
- Pay-Per-Click (PPC)
- An advertising model in which the advertiser pays when someone clicks the ad.Paid Ads
- PHP
- PHP: Hypertext Preprocessor. A server-side programming language used to generate webpages, process forms, work with databases, manage user sessions, and power many websites and web applications. Strategy & Tech
- Pipeline
- A visual set of stages used to track leads or opportunities as they move through a sales or service process.BSP
- Preview Text
- The short line of text many inboxes display beside or beneath an email subject. It gives the recipient another reason to open the message.Email Marketing
- QR Code
- A scannable two-dimensional code that can open a URL or carry other information. Campaign-specific UTM parameters can help identify traffic from a particular QR code.Strategy & Tech
- Query
- The words or question a person enters into a search engine, AI tool, database, or other search field.SEO
- Redirect
- A rule that automatically sends a visitor or search engine from one URL to another. A 301 redirect is commonly used for a permanent move.Website
- Remarketing
- Advertising to people who previously visited, engaged with, or interacted with a business, subject to the platform’s rules and applicable privacy requirements.Paid Ads
- Responsive Design
- A design approach that allows layout, type, spacing, and media to adjust for different devices and screen widths.Website
- Return on Ad Spend (ROAS)
- Revenue attributed to advertising divided by advertising cost. ROAS focuses on ad efficiency and does not include every business expense.Data & Analytics
- Return on Investment (ROI)
- A comparison between the value or profit generated and the total cost of the investment. The exact formula should be defined before comparing results.Data & Analytics
- Robots.txt
- A file at the root of a website that gives web crawlers instructions about which areas they may or may not crawl. It does not guarantee that a URL will stay out of search results.SEO
- Schema Markup
- Structured data added to a webpage to help search engines understand the meaning of content such as a business, article, event, product, review, or frequently asked question.SEO
- Search Engine Marketing (SEM)
- Marketing designed to increase visibility in search engines. The term is often used for paid search, although some definitions include both paid and organic search efforts.Paid Ads
- Search Engine Optimization (SEO)
- Improving a website’s content, structure, credibility, and technical health so search engines and people can discover and use it more easily.SEO
- Search Engine Results Page (SERP)
- The page of results shown after someone performs a search. It may include organic listings, ads, maps, images, videos, featured answers, and AI-generated results.SEO
- Search Intent
- The underlying reason behind a search, such as learning something, finding a specific site, comparing options, visiting a local business, or making a purchase.SEO
- Sitemap
- A list or structured map of important pages on a website. An XML sitemap is built for search engines; a visual or HTML sitemap may be built for people.SEO
- SMTP
- Simple Mail Transfer Protocol. A standard used to send email between systems and mail servers.Email Marketing
- Social Proof
- Evidence that other people trust or value a business, such as reviews, testimonials, case studies, customer counts, certifications, or recognizable clients.Strategy
- Spam Complaint
- A report made when a recipient marks an email as spam. High complaint rates can damage sender reputation and deliverability.Email Marketing
- SPF
- Sender Policy Framework. A DNS record that identifies which servers are authorized to send email for a domain.Email Marketing
- SSL Certificate
- A digital certificate used to verify a website’s identity and enable encrypted HTTPS connections.Strategy & Tech
- Subdomain
- A named section placed before the main domain, such as playground.andytaughtmehow.com. It can be used for a separate site, app, portal, or testing area.Website
- Tag
- A label attached to a contact or record to describe status, source, interest, behavior, or another useful condition. A clear naming system keeps tags manageable.BSP
- Target Audience
- The specific people most likely to need, value, and act on an offer or message.Strategy
- Thank-You Page
- The page shown after someone completes an action. It confirms success and should guide the visitor toward the most helpful next step.Website
- Tracking Pixel
- A small piece of code or invisible image used to record activity such as page views, ad conversions, or email opens. Its use may require disclosure or consent.Data & Analytics
- Trigger
- An event or condition that starts an automated action or workflow, such as a form submission, tag added, appointment booked, or link clicked.Automation
- Trigger Link
- A trackable link that can start an automation or update a contact when the link is clicked.BSP
- TXT Record
- A DNS record that stores text-based information. TXT records are commonly used for domain verification and email authentication such as SPF, DKIM, and DMARC.Strategy & Tech
- URL
- Uniform Resource Locator. The complete address of a resource on the web, including the protocol, domain, path, and sometimes query parameters or an anchor.Website
- User Experience (UX)
- The overall experience a person has while using a website, product, or process, including clarity, ease, speed, accessibility, confidence, and satisfaction.Website
- User Interface (UI)
- The visible controls and elements a person interacts with, including buttons, menus, fields, cards, icons, and navigation.Website
- UTM Parameters
- Tracking labels added to a URL to identify where traffic came from and which campaign, message, or placement produced it. Common fields include source, medium, campaign, term, and content.Data & Analytics
- Vanity URL
- A short, readable, memorable URL created to make a link easier to say, print, share, or promote.Strategy
- Viewport
- The visible area of a webpage inside a browser window. Responsive designs adjust based on viewport size.Website
- Visual Hierarchy
- The use of size, spacing, color, contrast, and placement to show visitors what is most important and what they should notice next.Website
- Webhook
- An automated message sent from one system to another when a specific event happens. Webhooks are commonly used to connect platforms in near real time.Strategy & Tech
- Website
- A connected collection of webpages under a domain, usually designed to help visitors learn, trust, contact, subscribe, buy, book, or take another meaningful action.Website
- Workflow
- A sequence of automated steps, conditions, waits, messages, and updates that runs after a defined trigger.Automation
- XML Sitemap
- A machine-readable file that lists important website URLs and optional details such as when a page was last updated. It helps search engines discover pages but does not guarantee indexing.SEO
- YouTube SEO
- Optimizing a video’s topic, title, description, chapters, thumbnail, captions, and viewer experience so the video is easier to understand and discover on YouTube and in search.Social Media
- Zero-Click Search
- A search in which the user gets an answer directly on the results page and does not click through to a website. Strong branding and useful source content still matter in this environment.SEO
Inspired by Shelly Turner’s Digital Marketing Glossary and adapted—with permission—for Andy Taught Me How. Definitions have been edited and expanded for plain-English learning.
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