The Essential Geek Glossary: Web Design & Marketing Part 2/2

The Essential Geek Glossary: Web Design & Marketing Part 2/2

In the first half of this geek glossary, we covered terms A-G. If you missed it, click here.

The following terms will complete your beginner’s web design and marketing vocabulary!


Hashtag (#)

Attaching hashtags to words on Twitter, Instagram, and sometimes Facebook groups your posts into specific topics.

Hypertext Markup Language (HTML)

The code your website developer uses to create the basic structure of your website.


Inbound Marketing

Marketing that is customized to the world’s new approach to shopping and reliance on the internet. By defining your target audience, you can begin producing content that answers the questions they are already searching in Google. Inbound also focuses on SEO and ranking higher in search engine results.

A link from another website to yours. These are helpful with SEO if from a trustworthy and related source.


A very popular form of content based on a series of images that explain a topic. Check out one of our infographics here and use it on your own website!


While many businesses hesitate to use this network for marketing, the tides are beginning to shift. Take a look at OSC’s Instagram to see how we post.



A computer programming language typically used to create interactive features on websites.



The words users enter into search engines. Targeting specific keywords with a high search volume AND low popularity can do wonders for your rank.



Landing Page

After a user clicks on your call-to-action, they are brought to a landing page. This page includes a form for them to fill out their contact information and reviews what is in the content offer.


A user that has expressed interest in your services or products by filling out a form, following your blog, etc.

Lead Nurturing

Encouraging a lead down the sales funnel with a step-by-step process. For example:

User fills out form for content offer ➔ You email them a related blog post ➔ You email them another content offer ➔ You email them a coupon


A less casual, more professional social network crucial for B2B businesses.

Long-tail Keyword

A string of keywords that are more specific.




A measurement term used for data, found often in Google Analytics.


Native Advertising

A type of online marketing that adapts to the platform it’s on. It looks less like an ad and more relevant.


On-Page Optimization

All steps that can be taken within a website and it’s coding to increase its rank in search engine results.

Off-Page Optimization

Anything that can be done off of the website to increase its rank like inbound links from others who reference your content.


Pay-Per-Click (PPC): How much money is spent to get an ad clicked. You will often see pay-per-click ads around blog posts, the company being advertised will pay the blog website each time their ad is clicked.



A social network based on images users can “pin” and “like”. This platform is typically marketed on by eCommerce businesses.


Qualified Lead

A lead that is more likely to become a customer. For example, the have expressed they are actually interested in your services by opting into your email newsletter.


Responsive Design

Allows your website to adapt fluidly to each device and screen size it is viewed on. Also known as “mobile-friendly”. Find out if your website design is responsive with this test from Google

Return On Investment (ROI)

The means for determining how profitable an investment was. To calculate:

(Investment gain – Investment cost) / Investment cost


Search Engine Optimization (SEO)

The combination of methods used to improve a website’s rank in search engine results.

Social Proof

A psychological occurrence in which people look to the behavior of those around them to determine how they should react themselves in situations. For example, if you had 1 million followers on Instagram, many more would follow just because their friends and others have set that example.



A social network that allows users to send and read short “Tweets” or messages.


User Experience (UX)

The experience users have navigating your website, or interacting with your brand altogether.


Viral Content

Content that has exploded in popularity across the internet.



A series of emails to a lead to nurture them down the sales funnel. Each email in the series has a specific goal.


XML Sitemap

A file that lists every URL associated with a website.



A website for video-sharing across the web. With over a billion users (almost one-third of all people on the Internet) YouTube has huge marketing potential.



A file compression method that can shorten page load time.

The end! Kudos to you for making it through every term. We know you would never skim, right?

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