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Marketing Alphabet

A - Alt Tags

A meta tag that provides an alternative description of the image benefitting Google search rankings and visually impaired users.

B - Bounce Rate

The bounce rate is the percentage of users who leave a website immediately after viewing only one page. A high bounce rate may be due to a number of reasons i.e. your content is not relevant, the site speed is slow... This means improvements needs to be made to keep visitors on the website for longer.

C - Content

This includes every piece of information on a website including images, text and videos. Content is crucial in attracting and providing visitors with relevant and interesting information.

D - Digital Marketing

Interactive marketing of products or services using digital technologies, including mobile phones, computers, tablets etc.

E - Email Marketing

The promotion of products or services via email campaigns. Email marketing is an effective way to communicate with a specific audience through manipulation of send and date time, receiver, topic, CTA's (call to action) and preview snippets.

F - Facebook

In a study carried out in Jan 2016, it revealed that there are 1.592 billion monthly active users, informing the importance of using social media as another platform to engage with consumers. Like iCandy Design's Facebook page.

G - Google Analytics

A marketing tool that provides reports to track activity and performance of websites.


Hypertext Markup Language - a common terms used in the web world as a standardised system for tagging text files to achieve font, colour graphic, and hyperlink effects on web pages.

I - Investment

Flexibility, cost effective and exposure are just some of the benefits of investing in marketing activities. Read our blog post to learn about how effective outsourcing your marketing can be!

J - jQuery

A fast, small, and feature-rich JavaScript library used by web developers.jQuery has changed the way that millions of people write JavaScript.

K - Keyword

A word or phrase that is used throughout the content in order to improve the web page's performance and Google ranking. This is a key element of SEO (Search Engine Optimisation).

L - Link

Building The process of increasing the number of inbound links to a website to increase search engine rankings. The more high- quality link linking to your page, the more popular your page appears according to Google.

M - Meta

Descriptions A short description of the web page's content, which is limited to 160-characters in HTML. This helps users searching on Google to see what the web page is about before they click through.

N - No-Follow Link

"No-follow" links can be added to the HTML element to instruct search engines that they are not to follow a specific hyperlink. This ensures that the website that you've linked to rankings will not be affected in the search engine's index. This may be added if it's considered an untrustworthy link, if it's a paid link or if you want the search engine to focus elsewhere.

O - Organic Traffic

Traffic that visits your website as a result of unpaid search results through search engines such as Google, Yahoo and Bing.

P - Pay Per Click

This is an advertising internet tool that is used to direct traffic to websites via advertisements. This can be done through Google AdWord campaigns using keyword optimisation, a key component to SEO.

Q - Quality

It is important to carefully select links based around how credible the source is. If the links you include are from a credible source, your website will be more trusted by the user.

R - Responsive

A way of optimising the web design to enable the best viewing and interaction experience for a user, including ensuring the web page is optimised for all devices.

S - Search Engine Optimisation (SEO)

Maximising the number of visitors to a website through a number of different processes. Such as: keyword optimised content, links, website design navigation, social media. View more on our blog.

T - Twitter

Every second, on average there are around 6,000 tweets per minute and 200 billion per day. Twitter provides a useful marketing tool to support your business and interact with existing customers, potential customers and other businesses. Follow iCandy Design on Twitter: @iCandyDesignLtd

U - User Experience (UX)

Focuses on having a deep understanding on what a user needs from a website, this involves having a good understanding of the audience of the website.

V - Viral Content

When content is shared and passed on between multiple people, in the small space of time, this is called viral content. It gets its name from the speed that a virus would spread (really quickly).

W - Website Usability

How easily can visitors use the website? This includes responsive, content and navigation. These factors all relate to the user experience of the visitor of the website.


Extensible Markup Language, a simple very flexible text format used to make it easy to format information using technologies such as RSS i.e. XML sitemaps which are used to show a list of pages accessible to crawlers or users.

Y - YouTube

Youtube is a video sharing website, founded in 2005 and then brought by Google in 2006. It has become a powerful marketing tool, with 50% of people now watching videos on YouTube, and then 64% of these people visiting the marketers website afterwards.

Z - Z Indexing

The z-index determines the stack level of an HTML element. This refers to the element's position of the Z axis, a higher z-index means that the element will be closer to the top of the stacking order.