Here’s a glossary of digital marketing terminology to help you brush-up!

Black hat SEO

SEO tactics that try to trick Google, like stuffing keywords into low-quality content.

Black hat simply isn’t worth the effort into today’s market, as any gains will be short-lived and result in your website being penalised.

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Content marketing

Content strategy



Sales copywriters are trained to convert features into benefits.

Great, but technology customers are discerning and often want to know details of the features, to prove the benefit.




‘Search engine optimised’ – anything that’s been designed to appeal to search engine algorithms.

  • SEO copy is written and structured to appear logical and high-quality to search engines.
  • A technical SEO analyst can optimise the structure of your website and improve page load times so search engines think it’s a ‘good’ website.

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