45+ terms
written by a practitioner
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Glossary of web design, SEO and graphic design terms - A to Z
Plain-language explanations of web design, SEO, graphics and e-commerce terms. Written for business owners, not programmers.
A
Alt text
Tekstowy opis obrazka w kodzie strony. Czytają go Google i czytniki ekranu - ważny dla SEO i dostępności.
SEO Audit
A detailed analysis of your website's visibility in Google, covering technical aspects, content, and links. The result is a list of specific, actionable improvements.
B
Backlink
A link from another website that points to your site. High-quality backlinks improve your rankings in Google.
Breadcrumbs
Breadcrumb navigation, such as Home > Services > Websites. It helps users and Google understand your site's structure.
C
Cache
Temporary storage that holds pre-rendered versions of your pages. It allows your website to load faster on subsequent visits.
CMS
Content Management System - a platform for creating and managing website content. Popular examples include WordPress, Joomla, and Drupal.
Cookies
Small files stored in a visitor's browser. They require user consent under GDPR regulations and a cookie consent banner on your site.
Core Web Vitals
Google's core metrics for evaluating user experience: LCP (loading performance), CLS (visual stability), and INP (interactivity).
CTA (Call To Action)
A call to action (CTA), such as a "Request a Quote" button. Strong CTAs increase the number of inquiries and leads generated from your website.
CTR
Click-Through Rate (CTR) - the percentage of people who click on your result in Google. A higher CTR delivers more traffic without needing a higher ranking.
D
DNS
The Domain Name System (DNS) that translates your domain name into a server IP address. Changing DNS records points your domain to a new hosting provider.
Domain
The address of your website, e.g. ideafordesign.pl. Registered for one year, with the option to renew.
E
E-commerce
Selling online: an online shop, online payments, and courier integrations. The complete world of web-based commerce.
F
Favicon
A small icon for your site, visible in the browser tab and in Google search results. A key element of brand recognition.
G
Google Analytics 4 (GA4)
A free analytics tool that shows where visitors come from and what they do on your website.
Google Search Console
A free tool that shows which search phrases your site ranks for in Google and what technical errors it has.
H
H1
The main heading on the page. There should be only one; it must contain the primary keyword and clearly explain what the page is about.
Hosting
The server on which your website is hosted. Its quality directly affects the speed and stability of your site.
I
Visual Identity
A consistent brand system: logo, colours, typography and corporate materials. It builds strong company recognition.
K
Conversion
Achieving a goal on your page: submitting a form, making a purchase or calling. A site should convert, not just exist.
L
Landing Page
A single-goal page, e.g. to sell one specific service. Minimal navigation and strong calls to action.
Vector Logo
A logo in SVG, AI or EPS format - it scales without quality loss, from a business card to a billboard.
M
Meta Description
The page description below the title in Google. Max 160 characters. It does not directly affect rankings, but boosts CTR.
Meta Title
Your page title in Google results. Max 60 characters. It should contain a key phrase and your company name.
Mobile-First
Designing for mobile phones first, then for desktop. Google indexes websites based on their mobile version.
Mockup
A visualisation of your project in a realistic context, e.g. a website on a laptop screen or a logo on a sign.
P
PageSpeed
Website loading speed, measured e.g. by PageSpeed Insights. It strongly affects both SEO and conversion.
Permalink
A permanent page address, e.g. /en/services/web-pages/. Friendly permalinks help with SEO.
R
301 Redirect
A permanent redirection from an old address to a new one. Crucial when changing the site structure - it protects your SEO.
Responsive Web Design (RWD)
Designing websites that adapt to any screen: mobile, tablet, and desktop. A standard practice since 2015.
Rich Snippets
Enhanced Google search results: stars, prices, FAQ. Your site can earn them using structured data (schema).
S
Schema.org
Structured data - JSON-LD code helping Google understand the type of content on your site. It can generate rich snippets.
SEO
Search Engine Optimisation - optimising your website for search engines. The goal: higher rankings in Google.
SERP
Search Engine Results Page - the Google search results page. The SEO goal: to rank as high as possible on it.
Sitemap
An XML file containing a list of all subpages for Google bots. It speeds up the indexing process.
Slug
The final part of a page address, e.g. "business-website" in /en/services/web-pages/business-website/. Keep it short and include a key phrase.
SSL
A certificate that encrypts the connection (HTTPS). It is mandatory for every website - without it, Chrome warns 'Not secure'.
U
UI
User Interface - the visual layer of a website: buttons, forms, navigation.
URL
The full address of a website or a subpage, e.g., https://ideafordesign.pl/en/pricing/.
UX
User Experience - how easy and pleasant it is to navigate a website.
W
Wireframe
A sketch of the website layout without colours and graphics - it shows the structure and content hierarchy.
Google Business Profile
A company's profile on Google - it appears in maps and local search results.
WooCommerce
An e-commerce plugin for WordPress. The most popular online store platform in the world.
WordPress
A CMS system powering over 40% of websites. Open-source, free, with a dashboard for self-editing.
Plugin
An extension that adds features to WordPress, e.g., a form, store, or SEO. Installed without coding.
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