Is Your Digital Vocabulary Up to Speed?

Both our work and our social lives are increasingly tied to technology. As this technology changes, our language changes with it. We invent new phrases and concepts to help us communicate in this ever-evolving world, and sometimes it can be hard to keep up with the new digital vocabulary. This quick primer will get you up to speed with all of the most recent e-terminology.

Above the Fold

This phrase means everything the user can see on a web page without having to scroll. It got its origins from newspaper, in which all of the most important headlines are visible “above the fold” in the paper. Additionally, this can mean everything that’s visible in the preview of an email marketing piece.


If you work in marketing or web design, this may be the bane of your existence. Algorithms refer to the mathematical formula search engines use to calculate search rankings. They change their algorithms frequently, so you may find the need to meet new criteria to make the front page.


Automation is the practice of automating repetitive or monotonous tasks via the use of software or online tools. This is a valuable practice for developers, engineers, and marketers alike. Practical applications of automation include social media, email, and bug checking.


Bots are the little programs that put search engine algorithms to use. Also known as “spiders,” these clever programs “crawl” your website and analyze each individual element. This allows search engines to understand what’s on your page and present these results to their users.

Bounce Rate

When someone visits your site, ideally you’d like for them to stay there. Bounce rate, however, refers to how often someone visits your site and then immediately leaves (or doesn’t move to another page within a set time limit).

Conversion Rate

Whether you focus on your website or social media, oftentimes you have an action you’d like your users to complete. That may involve signing up for your newsletter, making a purchase, or reading your blog post. Your conversion rate is the percentage of users who complete your desired action.


Before the widespread use of the internet, marketers had no way of knowing how many times their advertisement was viewed. But in the digital world, they can track this through impressions. Impressions are the number of times someone has viewed a web page, advertisement, or social media post.


An abbreviation for “user experience,” this is one of the most important concepts marketers can master. By putting yourself in your user’s position, you can design the perfect experience, whether you’re creating a website or an infographic.


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