Online Marketing TerminologyLast Updated: July 27th, 2020


301 Redirect

Here is how Moz defines a 301 Redirect: A 301 redirect is a permanent redirect which passes between 90-99% of link equity (ranking power) to the redirected page. 301 refers to the HTTP status code for this type of redirect. In most instances, the 301 redirect is the best method for implementing redirects on a website.

404 Error

A 404 error is the page you are met with when you go to a URL that does not exist (or does not exist anymore). If there occur on your website, you should use a 301 redirect to redirect the visitor to the nearest relevant piece of content.

Above the Fold Content

Above the fold content is the part of the website that you can see when a website loads, before you scroll down. This can be a different spot whether you view the webpage on desktop or mobile device. All the content that you see as you scroll down is known as ‘Below the Fold’.

Alt Tag

An Alt Tag is alternative text that you can add to an image, that will be displayed in the case the image does not load. While this text is generally to inform the user what image is, it also holds some SEO value.

Accelerated Mobile Pages

Accelerated Mobile Pages (AMP) are stripped-down versions of your website, that allow them to load much faster when viewed from mobile devices.

Anchor Text

Anchor text is a hyperlink that occurs in text. The text should be relevant to the page that it is linking to.


Backlinks are links from other sites that link to your website. Backlinks are one of the main factors Google looks at when determining where to place a website in its search rankings.

Bounce Rates

When someone visits your website and leaves again before visiting any other pages of your site, this is called a bounce. It is best to keep bounce rates low with good design and internal linking, as it is also a ranking signal.


A Call-to-Action (CTA) is what is used to entice the website visitor to take an action, such as click a button, subscribe to a mailing list, or buy a product.

Canonical Tag

A canonical tag is metadata that is added to a duplicate or similar page, to show where the original page lies. The are useful in preventing duplicate content penalties.


Christmas is the busiest time of year for a church, and is the ideal time to engage in digital marketing campaigns to attract new members who are searching for a church.

Church Business Directory

A church business directory allows church members to advertise their businesses and services to other members of the church.

Click-Through Rate

Click-Through Rate (CTR) is how you measure the performance of paid advertising. It measures the rate of people who see your ad, who actually click through to your target landing page.

Conversion Rate

Conversion rate is the number of visitors to your site, who take a particular action. For example, if you want people to sign up to your newsletter, and your website gets 1000 visitors, and 100 sign up for your newsletter, it has a 10% conversion rate.


Do-Follow is a tag that appears in a link, to tell Google’s crawlers to follow the link to the target page. When building backlinks, do-follow links are what you should be aiming for.

Domain Authority

Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.

Duplicate Content

Duplicate content is where you have multiple versions of the same page on your website. Google frowns on duplicate content, so you should always use a canonical to indicate which version is the original.


Like Christmas, Easter is another time of year where people search for churches and church-related terms. This makes it an ideal time to engage in marketing campaigns.


Facebook is the largest social network in the world. It is a great tool for engaging members, spreading the word of your church and building a community online.

Featured Snippets

Featured Snippets are concise answers to questions that appear right in the search results of Google, that don’t require the searcher to click through to a website.

Google AdWords

Google Adwords is Google’s advertising network and is how you engage in paid advertising online.

Google Algorithm

Google’s algorithm is what decides where websites rank in the search results. |It takes a number of factors into consideration, such as backlinks, site quality, optimization and load speed. Google’s algorithm is also updated regularly, so it is important to ensure your site is regularly updated to conform with the updates.

Google Analytics

Google Analytics is a platform where you can measure how your site is performing. It measures how many visitors you have, and how they are finding your site.

Google Display Ads

Google Display Ads are the ads that you often see in the sidebars of websites. The are dispersed across Google’s Display Network, which reaches 90% of internet users.

Google Ad Grant

A Google Ad Grant is a grant for non -profits, that allows them to engage in digital marketing campaigns.

Check out our Google Grant Eligibilty tool:

Google My Business

Google My Business is a service by Google that allows churches to enter all their details so that they are easily found by people searching the web. This includes contact details and maps.

Google Quality Score

The Google Quality Score measures the quality of your ads. The higher the Google Quality Score, the better your ads will perform against others competing for the same keywords.

Google Rankbrain

RankBrain is a component of Google’s core algorithm which uses machine learning (the ability of machines to teach themselves from data inputs) to determine the most relevant results to search engine queries.

Google Search Ads

Google Search Ads are the ads that appear as the first few ‘sponsored’ results when you search on Google.

Google Search Console

Google Search Console is a platform that allows you to take care of some technical SEO task of your site, such as catching errors and uploading sitemaps.


Interruption marketing or outbound marketing is promoting a church through continued advertising, promotions, public relations and sales.


Keywords are what Google reads to understand what your site is all about. It is important to optimize your website for the correct keywords that you want to be found in the search results for.

Try out our keyword analyzer tool:

Landing Page

In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.

Local Pack

The Local Pack

The local pack is the 3 results that appear when you search for a local church or business., They are highly coveted, and include data such as a map and your contact details.

Local SEO

Local SEO is the steps taken to ensure your site ranks well for local searches, rather than national/international. This includes measures taken both on your website, and also other places like Google My Business and Local Directories.

See how you website stacks up by using our free local SEO tool:

Meta Description

A Meta Description is the snippet of text you use to describe each page of your site. This is the text that appears in the search results underneath your URL.

Meta Tags

Meta Tags are generally used to tell Google’s crawlers what your site is about. They can include title tags, meta descriptions and alt tags. Meta tags are generally conde based, and do not appear on the front end of your website.

Mobile-First Index

This means that Google now prioritizes mobile websites before desktop websites. Because of this, it is vital that your website is mobile responsive and optimised for mobile SEO.

Mobile Optimization

This is the process of optimizing your website to be viewed from mobile. This can include deploying AMP, optimizing images and structure for mobile visitors. For example, a newsletter signup popup might look great on desktop, but can ruin the mobile user experience.

No Follow

No Follow is a tag that appears in a link, to tell Google’s crawlers not to follow the link to the target page. These types of links are not ideal for SEO, but can send additional traffic to your site.

No Index

No Index is another tag you can put on a page to tell encourage Google not to crawl the page, and to keep it out of the search index. This is useful for pages you don’t want to rank in search results, such as pages that are intended for internal staff.

Off-Page SEO

Off-page SEO refers to the actions you take to boost SEO that are not directly taken on your website. These include setting up you Google My Business pages, building backlinks from other websites and submitting your website to local directories.

On-Page SEO

On-page SEO refers to the actions you take directly on your website to improve SEO, such as optimizing content and meta tag, and fixing any errors such as 404’s.

Check out our free homepage SEO tool:

Organic Search Results

Organic Search results are the search results that appear after the ‘Sponsored’ results in Google. The aim of SEO is to get as high up in these rankings as possible.

Page Authority

Page authority is a metric, developed by SEOMoz, to predict the ability for a specific page to rank in search engines. Page authority uses a 0 to 100 logarithmic scale. A high Page authority score means your page has the potential to rank well in search engine results.

Page Rank

Page Rank refers to Google’s Algorithm, that they use to decide where each page on the internet will rank in their search results.

Retargeting or Remarketing

Retargeting is where you can market towards specific people based on the search terms they have been searching for and from the websites they have been visiting. If someone visits your church website, you can ensure that they see ads for your church on other websites they visit afterward.


Robots.txt is a text file webmasters create to instruct web robots (typically search engine robots) how to crawl pages on their website.

Schema Markup

Schema markup is used to inform Google what different elements on a webpage are. They help to get sections of your website to appear in the Featured Snippets of the search results.

SEO Content

SEO content is content that has been optimized to perform well in search rankings. Good SEO content is 100% unique, and has optimized titles, meta descriptions and header tags.


This refers to the Search Engine Results Pages

Spider, Crawler, Bot

These are what is used by search engines to view your site, assess all the content, and feed it to the algorithm which decides where your website will rank in the SERPs.

Technical SEO

Technical SEO is the improvements that are made to improve the SEO performance of your website, such as optimizing meta tags and improving load speeds of a page.

Title Tag

A title tag is used to name each page, and this is the main heading of your page that will appear in the search results.


Traffic refers to the visitors to your site. Traffic can be organic, which is people who find you through Google or come direct, or else paid traffic, which comes through ad campaigns.


A URL is the address of a website.

User Experience (UX)

User Experience refers to the layout and features of a website, and how easy it is to use. Things that hinders user experience can be poor design, poor layout, or lots of popups or ads.

Video Sermon

Video Sermons are a great way of gaining new visitors. The sermon is recorded, cataloged and posted on your website. It can even be transcribed.

Website Load Time

This is the number of seconds it takes for your website to load. It is an important metric to Google, and also impacts UX. You should always try and be below 3 seconds.

Website Security

Website security is important to keep your website safe from hackers. There are a number of security measures you can take, such as installing an SSL cert, putting measures in place to lock out users if they have a number of failed login attempts, and by blocking certain locations IP addresses.

Website Structure

Website structure is important both for SEO and for User Experience. Internal linking should be used to allow both users and crawlers to easily navigate the site, and most pages should not be more than two clicks from the home page.


Writing content for your website can often be daunting, especially if you want to rank well in the search results. For this reason, many churches employ professional church writing services.

XML Sitemap

An XML sitemap is literally a map of your site, and outlines where each page of your site is. This acts as the signposts for Google’s crawlers to navigate your site effectively.


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