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Jargon Busting

Jargon Busting

Our most used tech phrases explained: Propeller’s jargon busting guide
Know the difference between your CTA, CRM and CMS? Welcome to the part 1 of the Proptionary with your ABCs … and an RSU…
Jargon Busting


AdWords is an advertising service owned by Google which allows businesses to buy for advertising space amongst the search results for their selected keywords. AdWords differs in this way from Search Engine Optimisation (SEO), which uses techniques to drive a website higher within the unsponsored, organic search results.


A web browser (often simply called a browser) is the program used to access the internet on a computer or mobile device. Amongst the most popular are Google Chrome, Mozilla Firefox, Safari (the default browser for Mac systems), and Microsoft Internet Explorer or Edge (default for Windows).  


A bounce rate can refer to two things: On a website A bounce rate is a visitor who visits your website, then exits again without clicking through to any further pages. On a single-page website a high bounce rate is to be expected, but generally a lower bounce rate is ideal as a reflection of engagement and conversion opportunities.   In email marketing A bounced email is one that has failed to be delivered to the recipient. This can be for a variety of reasons, including:

  • The recipient’s inbox is full
  • Technical issues with the recipient’s email server
  • The email address is invalid


When visiting a website, certain data may be cached and stored in your device’s memory, making it faster and easier to access the same page again in future.  


Jargon Busting


In digital marketing, a CTA is an image, button or text which compels visitors to interact with a webpage or take some variety of further action. Take for example, the ‘Read more’ button you may have clicked on our blog which lead you to read this article.



Expressed as a percentage, the click through rate measures the amount of people who clicked on a link, out of the total audience. CTR can be used to measure traffic on a variety of digital marketing tools, such as an advertisement or link on a webpage or email.

Jargon Busting


Often integrated with digital software solutions, customer relationship management refers to the systems and strategies used to collate data to assist in building successful, meaningful relationships with customers in communications and sales.   Find out more about our CRM platform  



A content management system (or CMS) is a software platform used to update, manage and publish content on a website. There are countless options, each offering their own strengths ranging from the popular open-source WordPress platform, to a completely bespoke, customised CMS solution preferred by many of our clients.  

Jargon Busting


A responsive website is one which has been designed to ‘respond’ and adapt itself to function seamlessly and look great on any sized device – whether a full sized desktop pc, laptop, tablet or a smartphone.



Search engine optimisation is the practice of optimising your web content to propel your site higher in the rankings of search engines: Google, Yahoo, Bing and more. Unlike paid search advertising platforms such as Google AdWords where brands can bid on advertising slots, SEO is concerned with generating traffic through organic search. These are the ‘natural’, unsponsored results based on the search engine’s evaluation of your website’s quality and relevance – no purchasing of ad space required.  


Put simply, a URL is a website address. For example, our site URL is https://www.propeller.co.uk/

Check back soon for Part 2….