Does “Tech” and “Marketing” speak sound like Chinese to you?

(Of course, I do my best to speak plainly in English.. but once you get the hang of these terms, you’ll love it!)

I’ve including general terms, as well as those specific to tourism, hospitality, acupuncture, and coaching.

 I bet many of you are doing these things already! 

General digital marketing and “tech” terms

A/B Testing

is a randomized experiment with two variants, A and B. A/B testing is a way to compare two versions of a single variable, typically by testing a subject’s response to variant A against variant B, and determining which of the two variants is more effective.

Above the FOLD

Above the fold, as it applies to Web design, is the portion of a Web page that is visible in a browser window when the page first loads.  The portion of the page that requires scrolling in order to see content is called “below the fold.”


A Google-owned program that places ads on Google Search Engines. PPC advertising considers AdWords its primary platform

Admin URL

The URL you log into to get to the back end, or dashboard, of your WordPress site.

Affiliate Marketing

A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.


Set of programmed rules that let computers, operating system, Search Engines, Social Platforms, etc. perform a specific task. Google uses its algorithms for deciding the ranking of websites

Anchor Text

The text that is highlighted, or links to, another site. The example below is Find out more here.

API key or code

An API key is a unique value that is assigned to a user of this service when he’s accepted as a user of the service. Sometimes it is know as a token. For example, I have to enter my API code every time I update my Divi theme.


Email automation allows you to send out targeted and relevant messages at designated times or based on specific actions or “triggers.” Often a series of emails with a specific goal in mind.

Back end

The area one uses to access the building, or editable part of a website, as opposed to the user endpoint: the front end. The terminology is different from other systems.


Simply a link on another website that links back to a site. For example, a link to “Joe’s takeout pizza” on your website will become a backlink linking to Joe’s pizza. Backlinks are an important part of SEO.

Black Hat SEO

Black hat SEO is a practice against search engine guidelines, used to get a site ranking higher in search results. These unethical tactics don’t solve for the searcher and often end in a penalty from search engines. Black hat techniques include keyword stuffing, cloaking, and using private link networks. Find out more here. 


to educate potential clients about what you do, (especially topics that are difficult for laypeople to understand) A great tool for acupuncturists. It also works well to infuse a more personal or emotion-based
vibe for certain industries that tend to be a little “dry,” such as insurance.

Bounce Rate 

Bounced emails are addresses that could not be delivered successfully to recipients of email marketing campaigns. There are two types of bounced emails: hard bounces, and soft bounces.

Hard bounces are addresses that were rejected outright.   Soft bounces are addresses that were rejected due to a temporary issue, such as a recipient’s email box being full.



C Panel

cPanel is a web based hosting control panel provided by many hosting providers to website owners allowing them to manage their websites from a web based interface.


A cache — pronounced CASH — is hardware or software that is used to store something, usually data, temporarily in a computing environment. Find out more here. 

Often, when having trouble accessing a site, it’s a good idea to clear your “browser cache” first. In Google Chrome, this is found under the Chrome tab: Clear browsing data.

Citation Flow (Related to Trust Flow)

Citation Flow is a number of predicting how influential a URL might be based on how many sites link to it. Trust Flow is a number predicting how trustworthy a page is based on how trustworthy sites tend to link to trustworthy neighbors.

Click-through Rate

Content Marketing

Contact Form

A contact form is basically a set of questions filled out on the webpage by your visitor that is automatically sent to your email when it is filled out.


A response to your call to action (CTA) This can be anything from a sale, to joining a Facebook group, to opting in/subscribing to an email list.

CPA (Cost per Aquistion)

CPC (Cost per Click)

Crawlers and bots

Web crawler, sometimes called a spider or spiderbot and often shortened to crawler, is an Internet bot that systematically browses the World Wide Web, typically for the purpose of Web indexing (web spidering).


A programming language that web developers use to control the appearance or style of a website: Everything from the size of a navigation bar to colors, fonts, layout, etc. An analogy would be remodeling a home from the inside to change the look and feel.  This is separate from HTML markup, for those who remember the old days when HTML was all you needed.

CSS can be a little tricky.

CTA (Call to Action)

A feature on a website, particularly a landing page, that invites the visitor to take some sort of action, to interact, or make a decision. This is commonly a button, such as “learn more” “buy now” or “send me the ultimate guide to fly fishing.”  Many websites lack a clear CTA.

CTR (Click through rate)

Conversion/Converstion Rate

Content Marketing

The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers. Examples of how to use social media channels to create CONTENT (blogs, videos, photos, pins, etc)


A database is a collection of information that is organized, generally on a server, so that it can be easily accessed, managed and updated. You can access your website’s database from your CPanel to upload files, change passwords and usernames, and more.  Find out more here. 

DNS (Domain Name Server)

A DNS server is a computer server that contains a database of public IP addresses and their associated hostnames, and in most cases, serves to resolve, or translate, those common names to IP addresses as requested.

In more easy to understand terms: a DNS server on the internet is the device that translates the I type in my browser to the IP address that it really is. It’s like a translator. Find out more here. 

If you come across a DNS error, it may be a good idea to call your hosting service.

DO Follow links

Let’s leave this one for good old Neil to explain:

Domain name

A domain name is your website name. A domain name is the address where Internet users can access your website. A domain name is used for finding and identifying computers on the Internet. Computers use IP addresses, which are a series of number. However, it is difficult for humans to remember strings of numbers. Because of this, domain names were developed and used to identify entities on the Internet rather than using IP addresses.

Duplicate Content

Used for instances when portions of same text are found in two or more different places on the web. It causes ranking issues for all the websites that have same content. For this reason you want to avoid having duplicate content, although in some cases, there are workarounds. (canonical URLs)

Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is ofte

Email Automation

A must for

Email Broadcast

As opposed to emails that are automatically sent via a “trigger” such as visiting a website, opting in to an email list, or making a purchase, a broadcast is a one-time, real time send to a specific list. You would send an email broadcast for example, if you wanted to share a new blog or special event that you were hosting, manually, in real time.

Email List

A very important aspect of a marketing funnel. A list can be bought, which is the basis of much spam email marketing. Because of new laws, the vast majority of markers build their list via permission based marketing, or opt-in forms which follow a set of rules, and allow the subscriber to easily unsubscribe.

Email lists are an important way to keep in touch with your audience, followers, warm leads, or whatever you prefer to call them. Always think of them as real human beings that you want to send high quality information to, rather than just a “list.”


File Transfer Protocol

Facebook Ads

Facebook Business Page

Featured Image

Something you will need to know when posting blogs. In WordPress, there is an area where you can select what you want to see appear in your blog (where it appears depends on your theme)  The featured image also shows up as the preview image when you post to Facebook, although sometimes it doesn’t work properly. There are fixes and solutions.


The blocks where a subscriber enters information, such as first name, email, etc.

Form (email)

Place on a website to collect information from visitors. This information is manually typed into field.

Funnels (Sales Funnels)


Google Algorithms: Penguin, Panda, Hummingbird, etc.

Google Analytics

Google Maps

Google MyBusiness

Google Penalty

Google Webmaster Tools and Search Console




Header Code

Header Tags

This is something you will need to know when blogging.



Image Optimization

Inbound Marketing

Indexing (Google)

Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.

IP address


How your software systems work together/communicate. For example, MailerLite integrates with WordPress, Shopify, PayPal, etc. Most SaaS (software as a service) will list their integrations.

Java and Javascript


Keyword Density and Stuffing

Landing Page

A web page which serves as the entry point for a website or a particular section of a website. Typically has a CTA or call to action, and/or a form.


A prospective client or customer

Lead Magnet


Long Tail Keywords

Marketing Automation

Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.

Meta Tags

Meta Description

Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’  — for example, Facebook advertising and Instagram advertising.

n used to promote content, discounts and events, as well as to direct people towards the business’ website.


NoFollow Link

Organic marketing

Open Rate (email)

Straightforward: The percentage of emails sent that actually get opened. Average rate in marketing is about 15 to 25%.

Opt-In (email)

A form that gives consent to send emails. to a mailing list. Without obtaining permission before sending email, the email is unsolicited bulk email, better known as spam.

Pain Points

Page Authority Rating

Page Layout Apps

Page Optimization

Pay-Per-Click (PPC)

A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords. and FB ads


Permission marketing

A concept introduced in a book of the same name in 1999 by marketing expert Seth Godin. Permission marketing is a non-traditional marketing technique that advertises goods and services when advance consent is given.


Hardware and software which allow you to do other things with that were not originally conceived of at the time of its initial design. Good examples include WordPress, Facebook, and iOS for your phone.

Think of the term “stage” from which to launch.


A software component or module that adds a specific feature to an existing platform. An integral feature of WordPress that makes it flexible.



Probably just what you think it is.. one of those forms that pops up to asks the visitor to subscribe to an email list. They can be annoying when done incorrectly, but convert surprisingly well.


A search term entered into a search engine to answer or satisfy information needs.  Examples: Best Pizza restaurants Portland or Flights from Chicago to London or How can I get my dog to stop barking.

It can be a string of keywords with optional directives (such as “and”/”or” with “-” to exclude)  ..or an actual question. Questions are common in voice searches.


Responsive Web Design



Search Engine Optimization (SEO)

The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.


The division of email subscribers into smaller segments based on set criteria. It is used as a way to deliver more relevant email marketing to subscribers based on their geographic location, interests, purchase history, and much more.

Self Hosting

Site Authority Ranking


Social Media Marketing

The practice of promoting your brand and your content on social media channels (FB, IG, YouTube, Pinterest, Twitter, etc)  to increase brand awareness, drive traffic, and generate leads for your business.

YouTube videos for tech “how to” tips. In my opinion, video can work for pretty much ANY industry.

Pinterest for recipes, design ideas and inspiration. Works great for restaurants (food porn!) and retail.

Instagram (IG) for travel destinations, photography, fashion, or other highly “visual” content.

Facebook groups to create communities of like-minded people (your “tribe”) and develop relationships. This works well for coaching.


This confuses a lot of people, so it’s important to be clear in your own campaigns. Spam is NOT just simply unwanted email, (which can be unsubscribed from) but email that is sent without permission.

The average person may not be aware of the concept of unsubscribing and report your emails as spam if you are not clear. It doesn’t happen often, but it can. Spam can also negatively affect the status of your email account.

Squeeze Page

SSL Security Encryption


An arrangement to receive something, such as emails, podcasts, Youtube channel vidoes, etc, on a regular basis.

Systems Integrations


Thank you Page

A thank you page is a web page where subscribers are redirected immediately after they submit their information in your opt-in form.  It can serve a lot of purposes: Directions on where to download freebies, upsells, and much more.


Themes control the look and feel of a website, but it is more than just a template. Themes  take the content and data stored by WordPress and display it in the browser.

Tracking Pixel or code

Trust Flow (Related to Citation Flow or Domain Authority)


The voluntary “opting out” of an email list. By law, this must be easy to do, and the option is typically located automatically at the bottom of every email sent by email marketing services.

Unsubscribe rate

Exactly what you think it may be, and a normal process that marketers can often take personally, but  shouldn’t.


UI and UX

USP (Unique Selling Proposition)

VOIP systems



White Hat

Workflow (email)

An email workflow is series of automated emails. They contain directions, based on “triggers” such as an opt in or purchase, or manually entered, such as a time delay.  The triggers result in an action, such as a particular email being sent.

With workflows, you can trigger actions based on any information you have about your leads, allowing you to send the right message to the right person at the right time.

They often look like flowcharts, which is why I recommend creating flow charts first.

.xml sitemap


404 Error

Acupuncture terms

Pre-qualification The process of determining if a certain lead (potential customer) has certain characteristics (such as ability, authority, and inclination to purchase, and disposable of the expected order that qualify him or her as a prospect. This also is connected to the mindset of the potential client/patient/guest and whether or not they will be a “good fit” for your business. This process helps everyone involved from wasting time,

Patient retention Simply means how long patients tend to stick around, rather than schedule “one off” appointments.

Patient Re-activation campaign A campaign, whether offline or online, that is designed to encourage inactive patients to com back. Postcards are a classic method, but this can also be done quite effectively with a well-planned email campaign.

Re-Activation Campaign

Relationship Marketing

Hospitality and Tourism terms

Booking agents

D.M.O.—Destination Marketing Organization. Often used interchangeably with TPA (Tourism Promotion Agency)

FAM tour

Group Leaders

Location Marketing

NGO’s: Non Government Organizations

OTA—Online travel agency. The internet has changed a lot in our industry and the birth and growth of OTA’s is one of the biggest changes. ExpediaTravelocity, and Orbitz are all examples of websites where people can book travel directly. Chinese OTAs such as Ctrip and Alitravel will be larger than all the other OTAs combined within a few years.

Regional Tourism Operatoins


Shoulder season. This is the time of year at an attraction or destination that is between the high season with the most visitors, and the low season with the fewest. Shoulder seasons area often the best place to develop ideas for growth.


Coaching terms

Community Building