Website terminology - 64 must-know web terms before starting a web project

Understanding website terminology is a must.

Whether you’re building a new site, optimising for SEO, or just want to make sense of what your developers and designers are saying, knowing these terms will save you time, money and endless confusion. From technical essentials like SSL certificates to SEO staples like metadata, website terminology covers a vast array of concepts that impact everything from user experience to search engine ranking.

Why does it matter?

Because every decision you make about your website, from its structure to its loading speed, depends on these terms. Each element has a specific role and purpose, affecting how visitors interact with your site and, crucially, how search engines view it. When you understand the language of websites, you’re better equipped to make choices that drive traffic, improve conversions, and help your brand stand out online.

This guide walks you through the core website terminology that anyone with a stake in digital marketing or web development should know. With over 60 essential terms, you’ll gain the insights you need to communicate more effectively with your team, navigate web design decisions with confidence, and take a hands-on role in your site’s success.

64 essential website terminology terms to know

Above the fold

The portion of a webpage that is visible without scrolling. It’s prime marketing space, where your most eye-catching content should be. Think headlines, CTAs, and anything you don’t want users to miss.

Alt text (alternative text)

Alt text describes the content of an image. It’s essential for accessibility and SEO – it lets search engines “see” your images and helps visually impaired users. Every image on your site should have descriptive, keyword-relevant alt text.

You can add alt text when editing an image or in the image library of most content management systems.

Anchor text

Anchor text is the clickable text in a hyperlink. When done right, it’s a powerful SEO tool that adds relevance and context to linked pages. Using clear, relevant keywords in your anchor text signals to search engines what users can expect on the linked page.

Backlink

A backlink is a link from one site to yours. Search engines see these as votes of confidence, helping improve your site’s authority and ranking. A high-quality backlink from a respected site is SEO gold.

Bounce rate

Bounce rate is the percentage of visitors who leave after viewing only one page on your site. A high bounce rate can be a red flag, signalling that your content didn’t match users’ expectations or was hard to navigate. Reducing the bounce rate is key to keeping visitors engaged.

Breadcrumbs

Breadcrumbs show users their path to the current page, usually in a clickable trail at the top. They improve user navigation and help search engines understand your site structure. Think of them as a handy road map, especially for larger websites.

Cache

A cache stores data temporarily to help speed up load times on repeat visits. Faster load times improve user experience and can boost SEO. Browsers and servers both use caching to make content load quicker.

Call to action (CTA)

A CTA is a prompt that encourages a specific user action, like “Buy Now” or “Sign Up.” CTAs are key for conversions, giving users a clear next step. Every good web page has at least one CTA – sometimes subtly, sometimes not.

Canonical URL

A canonical URL is the preferred version of a page when there are multiple URLs for the same content. It’s crucial for SEO because it prevents duplicate content issues. You can set it up in your site’s HTML or via your CMS, like WordPress.

Click-through rate (CTR)

CTR measures the percentage of people who click a link, ad, or search result. A high CTR often signals relevant content and strong appeal, making it an important metric in both SEO and PPC. Tracking CTR can reveal which content resonates most with your audience.

CMS (Content Management System)

A CMS is software used to create, manage, and modify website content. It’s essential for handling everything from blog posts to e-commerce pages without needing code. Popular CMS options include WordPress, Joomla and Drupal.

Conversion rate

Conversion rate is the percentage of visitors who complete a desired action, like signing up or making a purchase. It’s a critical metric that shows how well your site is turning visitors into customers. Improving conversion rates can be the difference between profit and loss.

We use tools such as TruConversion, which allows Submerge to track and test conversion journeys and their effectiveness as part of our digital marketing services.

Cookie

A cookie is a small data file stored on a user’s device to remember their activity and preferences. Cookies are useful for personalising user experience and tracking site analytics. Most websites use cookies, which can now be configured for GDPR compliance.

CSS (Cascading Style Sheets)

CSS is the code that controls a website’s visual style, such as fonts, colours, and layouts. It’s essential for creating a consistent and attractive design across the site. CSS is widely used alongside HTML and JavaScript to build visually engaging websites.

Domain authority (DA)

Domain authority is a score (0-100) that predicts a website’s ability to rank in search engines. A higher DA usually means better SEO performance. Tools such as SEMrush provide DA scores to help evaluate site quality and competitive standing.

Submerge is a Certified SEMrush Partner Agency, which means we can help you understand your DA score and how to improve it.

DNS (Domain Name System)

DNS translates domain names (like submerge.digital) into IP addresses that computers understand. Without DNS, users would need to type in long numbers to access websites. It’s basically the internet’s address book, connecting names with locations.

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

E-E-A-T is a guideline Google uses to evaluate the quality of content and websites. High E-E-A-T helps improve rankings, especially for health, finance, and other “Your Money, Your Life” content. It’s a top priority for sites wanting to earn Google’s trust.

Read our in-depth guide to Google E-E-A-T.

Favicon

A favicon is a tiny icon representing a website, typically displayed in the browser tab. It adds a professional touch and aids brand recognition. Common formats for favicons include .ico and .png.

Frontend

The frontend is the part of a website that users see and interact with directly, including layout, text and images. It’s crucial for user experience (UX), and frontend design determines whether a site is visually engaging and easy to navigate. Frontend development often uses HTML, CSS, and JavaScript.

Gutenberg editor

The Gutenberg Editor is WordPress’s block-based editor for building pages and posts. It allows users to create complex layouts without needing code, making it accessible to non-developers. Since its release, Gutenberg has transformed how WordPress users approach content design. Submerge doesn’t use Gutenberg as it can be limiting in what you can achieve with your website. Instead, we use more professional development tools such as the Bootstrap framework and ACF Pro.

Find out more about our web development platforms.

Heatmap

A heatmap visually represents user activity on a webpage, showing where users click, scroll, and focus. It’s essential for understanding user behaviour and improving site layout. Tools like Hotjar and Crazy Egg are popular for generating heat maps.

Hosting

Hosting is the service that stores a website’s files and makes them accessible on the Internet. Reliable hosting is crucial for fast load times and uptime, which affect SEO and user experience. Hosting providers include SiteGround, Bluehost and AWS.

We’re a WP Engine Strategic Partner, which means we can provide faster, better hosting with 24/7 technical support so your website is always on the front foot.

HTML (HyperText Markup Language)

HTML is the foundational code used to structure and display content on web pages. It’s essential for creating the layout of a site and organising text, images, and links. HTML is usually combined with CSS and JavaScript to create fully functional sites.

Learn more about HTML.

HTTP/HTTPS (HyperText Transfer Protocol)

HTTP is the protocol for transferring data on the web, with HTTPS being the secure version. HTTPS is essential for site security, encrypting data to protect user information. HTTPS is also a ranking factor in Google’s algorithm, so it’s important for SEO.

Moving website? Download our free SEO migration checklist.

Hyperlink

A hyperlink is a clickable link that connects one webpage to another. It’s a basic web feature, crucial for site navigation and SEO. Internal and external links both play a role in building a site’s authority and guiding users through content.

Indexing

Indexing is the process by which search engines like Google add web pages to their database. It’s essential for visibility in search results, as pages must be indexed to appear in search rankings. Google Search Console helps site owners monitor which pages are indexed.

Internal link

An internal link connects one page of a website to another within the same domain. It’s important for guiding users through a site and for helping search engines understand site structure. Strategically placed internal links boost SEO and help users find related content.

JavaScript

JavaScript is a programming language that adds dynamic elements to websites, like animations and interactive features. It’s essential for enhancing user experience and making sites more engaging. JavaScript works alongside HTML and CSS to create responsive, functional websites.

Learn more about JavaScript.

JPEG (Joint Photographic Experts Group)

JPEG is a common image file format used for photos and web graphics. It’s popular for web use due to its balance of image quality and file size. Properly compressed JPEGs improve load times and user experience, essential for mobile-friendly sites.

Keyword

A keyword is a word or phrase that users search for online. It forms the basis of SEO strategy. Keywords help content reach the right audience by matching search queries. Effective keyword research helps attract relevant traffic and improve ranking in search results.

Keyword density

Keyword density is the frequency of a keyword within a page’s content, usually shown as a percentage. It helps search engines understand what a page is about but overusing keywords can harm SEO (known as keyword stuffing). Aim for a natural use of keywords to maintain readability and SEO value.

Landing page

A landing page is a standalone webpage designed for a specific marketing goal, like capturing leads or promoting a product. It’s important for conversions, with elements like compelling CTAs and minimal distractions. Effective landing pages often see higher engagement and ROI.

Lazy loading

Lazy loading is a technique that defers the loading of images and other assets until they’re needed. It improves page load time and reduces bandwidth usage, especially on mobile. Many WordPress plugins, like Smush, offer lazy loading options.

We use NitroPack and CDNs such as CloudFlare to dramatically speed up websites using functions such as lazy loading.

Lead magnet

A lead magnet is content offered in exchange for user information, such as an eBook for an email address. It’s a crucial tactic for building email lists and nurturing potential customers. Effective lead magnets are valuable, relevant, and aligned with user needs.

Metadata

Metadata is data that describes other data, like the title and description tags on a webpage. It’s critical for SEO and helps search engines and users understand what a page is about. Well-optimised metadata can improve click-through rates and visibility in search results.

Mobile-first design

Mobile-first design is an approach that optimises a website for mobile users before considering other devices. It’s essential as mobile usage continues to outpace desktop and affects both SEO and user experience. Responsive, fast-loading content is at the heart of mobile-first design.

Navigation bar

A navigation bar is a set of links, typically at the top of a webpage, that guides users around the site. It’s crucial for user experience, helping visitors find key areas quickly. Clear, well-structured navigation supports both usability and SEO.

On-Page SEO

On-page SEO involves optimising elements on a webpage, such as headings, content, and images, to improve search rankings. It’s essential for visibility in organic search results and aligns page content with target keywords. Good on-page SEO helps attract relevant traffic and improves site usability.

Organic traffic

Organic traffic refers to visitors who arrive at a site via unpaid search engine results. It’s the lifeblood of many websites, as it’s cost-effective and highly relevant. Strong SEO practices help boost organic traffic, which is often more valuable than paid traffic.

Page speed

Page speed is the time it takes for a webpage to load fully. It’s vital for user experience, as slow pages lead to high bounce rates and poor engagement. Page speed is also a direct ranking factor in Google’s algorithm, making it a key SEO consideration.

Pagination

Pagination is the process of dividing content across multiple pages, often used in blogs, search results, and product listings. It helps improve load times and keeps content organised, especially on large sites. Proper pagination aids both user experience and SEO by making content easier to navigate.

Permalink

A permalink is a permanent, unique URL for a specific webpage or blog post. It’s essential for SEO as it signals the content’s subject to both users and search engines. Clean, keyword-rich permalinks make URLs easy to understand and share.

PHP (Hypertext Preprocessor)

PHP is a server-side scripting language used to create dynamic and interactive websites. It powers popular CMS platforms like WordPress, making it fundamental for many websites. PHP helps build web pages that are responsive to user inputs, enhancing functionality.

Find out more about PHP, which Submerge users in developing its websites.

Plugin

A plugin is a software add-on that extends the functionality of a CMS, such as WordPress. Plugins are key for customising websites without coding, enabling features like contact forms, SEO tools and security enhancements. Quality plugins add value but using too many can slow down your site.

Responsive design

Responsive design is a web design approach that makes a site adaptable to different screen sizes and devices. It’s crucial for mobile SEO and user experience, ensuring that content displays well on desktops, tablets, and mobiles. Google favours responsive sites in mobile search rankings.

Rich snippets

Rich snippets are enhanced search results that display additional information, like star ratings or product prices. They help improve click-through rates by making results more informative and visually appealing. Schema markup is often used to create rich snippets for search engines.

Robots.txt

The robots.txt file tells search engines which pages they can and cannot crawl on your site. It’s essential for directing search engine behaviour, keeping sensitive pages hidden, or prioritising certain content. Improper use can accidentally block important pages from indexing.

Schema markup

Schema markup is a form of microdata that helps search engines understand a webpage’s content better. It’s essential for creating rich snippets and improving SEO by providing additional context to search engines. Common schema types include reviews, events and product details.

Sitemap

A sitemap is a file that lists all pages on a website, helping search engines crawl and index the site efficiently. It’s vital for SEO, especially on larger websites with complex structures. XML sitemaps are typically submitted to Google via Search Console for easy indexing.

SSL Certificate (Secure Sockets Layer)

An SSL certificate encrypts data exchanged between a website and its users, providing a layer of security. It’s essential for protecting user data, especially on sites that handle personal or payment information. Sites with HTTPS (enabled by SSL) also gain a slight SEO boost.

Let’s Encrypt provides free SSL certificates to websites, or you can obtain one from your web host.

Subdomain

A subdomain is an additional part of your main domain. It is often used to organise sections of a site, like blog.example.com. Subdomains help separate content while keeping it associated with the main brand. They are useful for dedicated sections, like support pages or regional sites.

Tags

Tags are keywords assigned to pieces of content, typically to categorise blog posts or articles. They’re important for content organisation and help users find related topics. Tags can also improve on-site SEO by creating a clear content hierarchy.

Taxonomy

Taxonomy is a classification system used to organise content, usually through categories and tags. It’s crucial for large sites, as it makes content easier to find and navigate. A well-planned taxonomy boosts SEO by structuring topics logically and signalling relevance to search engines.

Thumbnail

A thumbnail is a small version of an image, often used as a preview in galleries or lists. It’s essential for improving page load speed and creating a quick, visual overview of content. Thumbnails are widely used on sites like YouTube or in blog post summaries.

Title Tag

A title tag is an HTML element that specifies a webpage’s title, which is shown in search engine results and browser tabs. It’s critical for SEO, as it tells search engines what the page is about. A compelling, keyword-rich title tag can boost click-through rates and search rankings.

Tracking Pixel

A tracking pixel is a tiny, invisible image added to a webpage or email to monitor user behaviour. It’s valuable for gathering data on user actions, such as clicks and conversions, helping optimise marketing strategies. Facebook and Google use tracking pixels extensively for advertising.

Traffic

Traffic refers to the number of visitors who come to a website. It’s a core metric for evaluating a site’s reach and performance. Traffic sources include organic, direct, referral, and paid, each providing insights into user behaviour and the effectiveness of marketing campaigns.

Unique visitor

A unique visitor is an individual user who visits a site within a specified period, counted only once no matter how many times they return. It’s a valuable metric for tracking the reach of a website’s audience. Google Analytics provides detailed data on unique visitors.

URL (Uniform Resource Locator)

A URL is the web address used to access a specific webpage, like https://example.com. It’s essential for navigation and SEO, as well-structured URLs help users and search engines understand a page’s content. Clean, descriptive URLs often rank better in search results.

User Experience (UX)

User experience (UX) refers to the overall experience a person has when interacting with a website. It’s key to keeping users engaged and guiding them towards conversion. Good UX combines ease of use, attractive design, and fast loading times to meet user expectations.

Find out more about Submerge’s UX/UI services.

Viewport

The viewport is the visible area of a webpage on a device’s screen, which changes depending on the screen size. It’s essential for responsive design, ensuring that content adjusts to fit mobile, tablet, or desktop displays. Setting the viewport correctly improves usability and SEO.

Wireframe

A wireframe is a blueprint or outline of a web page’s structure, showing a layout without detailed design elements. It’s a crucial step in web development, helping teams visualise and plan the user flow before design and content are added. Wireframes simplify decision-making early in the design process.

XML (Extensible Markup Language)

XML is a markup language used to structure data, making it easier to share across systems. It’s essential for sitemaps, allowing search engines to read and index site pages efficiently. XML is widely used in APIs and data feeds, especially in web applications.

Zero-Click Search

A zero-click search occurs when a search engine answers a query directly on the results page, so users don’t need to click further. It’s becoming more common, especially with Google’s knowledge panels and featured snippets. Zero-click searches can reduce website traffic but increase brand visibility.

Mastering website terminology isn’t just about sounding knowledgeable in meetings – it’s about understanding the levers that make your website more effective, user-friendly and visible online.

With this guide, you’re now better equipped to tackle site decisions head-on, optimise for SEO, and bring clarity to the complex language of web development. So bookmark this glossary, and let your website knowledge work for you!