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Digital Marketing Glossary

Digital Marketing Glossary

Website & Digital Marketing Glossary

Welcome to the Paddle Creative Glossary. Here you’ll find the definitions to an array of keywords related to all things websites and Webflow! So if you’re ever a bit unsure, this is the place to come. Many of our Resources and Blogs discuss these terms in detail and some are even dedicated to specific terms, so you can always find out even more information! All this terminology is key in Paddle Creatives sector and you’ll see us using it a lot - we hope this helps!

Anchor Text

The anchor text is the text which appears as the link.


Backlinks are links from one website to a page on another web page. Think of it this way, whenever a backlink occurs it’s like receiving a vote for a website.


Search Engine Results Page - where pages appear when you perform a search on Google.


Google My Business is a tool that enables you to manage and optimise your Business Profile on Google.


Content Management System - a platform to manage your website content, an example being Webflow.

Website Hosting

Hosting is an empty plot of server space waiting to store the files for your website.


A server is a machine that links other online users from all around the world to your site.


Content Delivery Network is a group of geographically distributed servers that work together to provide fast delivery of Internet content since they reduce the physical distance between a user and the web host.


Pay-per-Click - a way to appear at the top of search results for your chosen keywords by paying every time a searcher clicks on your ad. The most popular PPC platform is Google Ads.


Search Engine Optimisation - In short, this is optimising your website to appear higher in Google search results.

Responsive Website

A responsive website is one that 'responds' to the device that you read it on, whether that be mobile, tablet or desktop.

Website Wireframe

A website wireframe, sometimes referred to as a page schematic or screen blueprint, is a visual representation of the website's skeleton architecture.


Low-fidelity wireframes are a useful tool for visualising needs and ensuring that everyone is on the same page early on. At Paddle Creative, we use


High-fidelity wireframes ensure that your design decisions are conveyed to the team developing the final product, and that target consumers are taken into account.


Figma is also a cloud-based design software making it easy for remote teams, like Paddle Creative, to work collaboratively in designing anything from websites to social graphics.


Vireflow is a basic yet effective wireframing programme created by Anton Balitsky and hosted on Webflow.

Website Sitemap

Before we get to the wireframe stage, we start with a sitemap. The sitemap allows you to easily see what pages you need to write content for, and how they all connect together.


Secure Socket Layer creates an additional layer of safety that protects the information visitors choose to share with a website.

Social Media Marketing

Social media marketing is the process of marketing to customers via social media channels.  The most common methods are Facebook, Instagram and Twitter.


Rebranding is the process of altering an organisation's corporate image.


Webflow is a software for website building and hosting. Their rapidly expanding platform allows users to design, construct, and launch responsive websites. It is the platform Paddle Creatives uses to build custom websites.

Google Search Console

Google Search Console is an intuitive interface that allows you to 'monitor, maintain, and troubleshoot your site's presence in Google Search results'.

Google Lighthouse

Google Lighthouse is a free Chrome extension that allows you to test any website and how it measures up with key Google metrics, including Google Web Core Vitals.


User Experience

Page Slug

A slug is the component of a URL that identifies a specific page on a website in a readable format.


Unique Selling Point - what sets your business apart from the rest.

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