Coronavirus support and digital marketing advice

Archive by Passion Digital

The ABCs of Digital Marketing


A is for Amy who fell down the stairs, B is for Basil assaulted by bears… No, we’re not plagiarising The Gashlycrumb Tinies by Edward Gorey – we’re paying homage to it.

As you may or may not know, Edward Gorey (1925-2000) was an American author and illustrator who specialised in creating wonderfully weird, horribly humorous and markedly macabre stories and poems for… precocious children? Adults who enjoy laughing at the darker things in life? Himself? All three? Neither? To be honest, we’re really not sure. Regardless, he wrote and illustrated an alphabet book – The Gashlycrumb Tinies – that features an array of children, from A to Z, meeting untimely ends.

We bet by now you’re wondering what that has to do with digital marketing.

Recently, our ingenious Content Marketing Manager Rosie came up with the concept of SEO poetry – simply put, writing poetry that is specifically optimised for SEO purposes (you can learn all about this passion project in her blog post). With that in mind, we thought it might be fun to take off our digital marketing hats for just one moment to… put them right back on again and slap our poet hats (we’re imaging them as berets) right on top.

SEO poetry at its finest!

We’ve created a digital marketing glossary that we’re really proud of, featuring common digital marketing terms ranging from A to Z – so we thought why not put our online marketing glossary together with SEO poetry and write our own digital marketing alphabet book, inspired by Mr Gorey himself?

Common Terms Used in Digital Marketing… Used in a Poem

The ABCs of Digital Marketing

A is for avatar, but not like the movie

B is backlink, SEO’s most prized beauty

C is for cloaking, used by evil black hats

D is for domain name, websites’ habitats

E is for email list, essential for outreach

F is for fullstack, devs well within our reach

G is for Google – Analytics, Ads, Grants

H is for hashtag, serious or for bants

I is for Instagram, filled with pictures to see

J is for Java, the script not coffee

K is for keyword, to find what’s the hype

L is for lo-fi, design prototype

M is for memes, viral jokes all around

N is for newsfeed, where new posts can be found

O is for organic, search results that are free

P is for pay per click, ad clicks paid by me

Q is for QA, to ensure you’re the best

R is for reach, put your ads to the test

S is for sharing, as in share this blog post

T is for trending, something talked about most

U is for user, could be you, me or her

V is for vlog by a video blogger

W is for wireframe, web dev’s first practice

X is for XML sitemap, a robot’s atlas

Y is for YouTube, online vids that are free

Z is for zero, the price of our glossary

A Traditional Digital Marketing Glossary

If poetry isn’t your flight of fancy, not to worry – we’re also including the definitions of the above words in a more traditional manner.

Avatar: An image that represents an account on social networks and forums.

Backlink: A backlink is a link created when one website links to another. Backlinks are also called “inbound links” or “incoming links”, and the number and quality of these links are one of the most important ranking factors.

Cloaking: Cloaking refers to the “black hat” practice of presenting different content or URLs to human users and search engines. Cloaking is considered a violation of Google’s Webmaster Guidelines because it provides users with different results than they expected.

Domain Name: A domain name is a website’s address that a user types into the browser when they wish to visit the site. Every website is identified by its IP address, and the domain name is a human-friendly label for the numbers in the IP address.

Email List: A directory of email contacts for potential business or outreach leads.

Fullstack: Fullstack developers work in the frontend and the backend of a website rather than exclusively in one part.

Google Ads: The technology that powers Google’s PPC advertising. It facilitates targeting adverts to specific searches, and the adverts appear above and to the right of the organic searches. To find out more about Google Ads see our pay per click information page. Google Ads used to be called Adwords.

Google Analytics: A free, browser-based tool that allows users to track many different statistics concerning an owned website. This tool is vital for SEO and all marketing channels to understand the performance of a website. For instance, a webmaster will be able to track which search engines users who arrive on the site are using, how many visitors there are, where they are located, which pages they visited, how long they stayed for, which actions they performed and more.

Google Grants: Google offers up to $10,000 in free PPC advertising for eligible charities. Please check out our Google Ad Grants page for more information.

Hashtag (#): A hashtag is a user-generated tagging system that helps other users easily find messages with a specific theme or content. By placing the # symbol before a word, it is then highlighted as a tag. Phrases must not use spaces.

Twitter can analyse how many people are talking about something by tracking hashtags. This has been used to track natural disasters and disruptive events in real-time as many people tweet about them.

Instagram: A photo sharing social network that differs from others as it runs solely as a mobile application. The application allows users to take photographs that they can then edit with filters. The user’s photos are automatically shared on Instagram, but with the option to share them on other social networks at the same time.

Java: A programming language used to create applications that can run on a digital device.

Keyword: A term or phrase that a user will search for on a search engine. It is important to have your business’ website associated with relevant keywords so that it will appear when those words are searched for.

Low Fidelity (Lo-Fi) Design: The first and most important role of lo-fi prototypes is to check and test functionality rather than the visual appearance of the product. Content can be applied at this stage to ensure the suggested layouts suit the desired copy.

Meme: An idea, joke or concept that people share. Memes can be images, videos or text. Typically a meme comes in the form of an image with supporting text.


Newsfeed: A hub, often on social media, that consists of the posts a user sees from the people and brands they follow. On Facebook, the newsfeed is made up of friends’ posts. On Twitter, it is known as a timeline and is made up of tweets of those you follow. The newsfeed is constantly refreshed with new posts.

Organic Listings: These are the results of a web search that have not been paid for. The positions of these results should be organic since they reflect the popularity and trustworthiness of the website without being influenced by paid advertising.

Pay Per Click (PPC): While SEO improves a website’s standing in the unpaid section of a search engine, PPC focuses on paid results, which are also found on search engines. On Google, they are above and to the right of the main (unpaid) results.

The website being advertised only has to pay when these paid links are clicked, and more popular keywords are more expensive. These adverts are targeted at specific search terms.

Quality Assurance (QA): Quality assurance, or QA, is a quality testing process that ensures that an organisation delivers the best products or services possible. it’s undertaken by multiple internal personnel.

Reach: The number of individuals who have seen an ad or post at least once.

Sharing: An action made by internet users to pass on any form of information (whether it’s a photo, video, article etc.) to their friends, followers and connections. Most social networking sites have features that make this process very easy.

Trending: An event or topic that is popular and is widely discussed online.

User: An individual who is using an application or a website.


Vlog: Much like a blog, but documented using video instead of written content.

Wireframe: A basic skeletal image or set of images that display the functional elements of a website or page, typically used for planning a site’s structure and functionality at the very beginning stages of scoping with a client.

XML Sitemap: A document in XML format that categorises a website’s relevant files, posts, pages and more. Although this document can be viewed by humans, it is not intended for human use. Its purpose is to help search engine crawler bots easily find all of a website’s given pages.

YouTube: A global video community where users upload and share videos.

And as for Z… well, we’ll be honest with you. There aren’t many digital marketing terms out there that start with Z. If you can think of one, please do let us know!

For a complete list of common digital marketing terms, please check out our simple digital marketing glossary.

And there you have it! The ABCs (and D through Zs) of digital marketing. We hope this will help you next time you’re trying to figure out what the heck a digital marketing word or phrase means. Now go forth and trend on YouTube and Instagram, share a meme on your newsfeed, make up a new hashtag and help your fullstack developer friend with their latest wireframe (isn’t it way cool you now know what all of those words mean?).

Psst… hey you. Are you an aspiring poet? Then we’ve got some exciting news! We’re looking for contributors of all skill levels to help us with our SEO poetry project by writing some original poems – and there’s no previous poetry experience needed! If you’re interested, please send Rosie an email at for more information.

Chrome Extensions the Passion Crew Can’t Live Without


Here at Passion, we love a lot of things: digital marketing (duh), a cold beer with our teammates after work on a Friday (oh, how we miss this – virtual drinks just aren’t the same!), videos of cats doing funny cat things (exhibit A) and, of course, Chrome browser extensions.

If you’re anything like us – and, since you’re reading this blog post, we think you might be – you love anything that makes getting your work done quicker, more efficient and enjoyably easier. Our team is always working online (again, duh) and most – if not all – of us have Google Chrome as our default web browser, so we like to stay up to date with the best Google Chrome web extensions.

From Pocket (oh, that one is a fan favourite) to MozBar, here are some of the favourite Chrome extensions of some of our favourite Passionistas.

The Best Google Chrome Extensions

Our PPC Executive Johnny’s pick

PPC Keyword Wrapper: PPC Keyword Wrapper is something I use very frequently. It allows you to change keyword match types in bulk easily and quickly – it’s saved me countless hours of work.

Our Content Marketing Manager Rosie’s picks

Screen Shader: As I suffer from migraines caused by bluelight, I couldn’t live without this extension. It tints the screen in Chrome (turning it into a pukey orange that I used to hate but now find comforting!). The content team works almost exclusively with G Suite, so I can use it on Google Docs, Google Sheets and Google Slides and avoid the harsh white of a blank page.

SEMrush SEO Writing Assistant: This extension is absolutely essential to our content process – and is another key reason why we switched to writing and storing all of our content work as Google Docs. The tool provides content optimisation suggestions based on the text in a Google Doc, essentially mimicking the Google spider and highlighting any SEO issues. It tells you the optimum word count for an article based on the specific keywords it is targeting, plus a range of additional keywords that will help your content rank above your competitors.

It is only available with a paid SEMrush account, but if you are producing regular content then I would recommend it as a must-have!

MozBar: MozBar has tonnes of SEO functions, but I mostly use it as a quick way to check follow/no follow/internal/external links without having to dive into the code of a web page. It’s great for non-technical SEOs!

Our Junior Paid Social Manager Katy’s picks

Facebook Pixel Helper: Facebook Pixel Helper is the main extension I use to check whether a site has a Pixel installed, which Pixel it is and if it’s working properly. Definitely one of my favourites.

Eye Dropper: I use the Eye Dropper extension quite a lot to replicate a particular colour from a website either in reports or Photoshop. This is a great extension for anyone who works with design.

Our Front-end Developer Ian’s pick

Social Share Preview: This has been a bit of a life saver recently. As the name suggests, it lets you see what a link preview will look like on websites like Facebook, Twitter, LinkedIn and Pinterest – this is a great extension for everyone from devs to blog owners.

Our Junior Full Stack Developer Stephen’s picks

Pocket: Great for sharing links, especially if you’re a data hoarder like me. It lets you search the links and organise them into categories. It helps to stop my browsers from being cluttered with hundreds of links and integrates with all modern browsers, so if I save something on Firefox I can see it on Chrome.

Showing the pages I’ve saved to the archive.

Noisli: A “music” extension to help you focus/chill/motivate/etc. It’s got tonnes of variations of background noises from coffeeshop to thunderstorm. It can drown out any office noises, which works great when I’m up against a deadline. You can set it to work on a timer as well so it will turn off when you want to tell yourself to take a break. My favourite combo is wind, rain, thunder and coffeeshop – very cosy.

Playing wind, rain and thunder.

Muzli: This one is Chrome exclusive. It replaces your default tab with a feed of links that are constantly updated. Very similar to Microsoft Edge’s or Firefox’s link feed but much easier to tailor to your interests – you can change it so your feed is more geared towards what you’re interested in which, for me, are web topics like UI/UX, dev and tech. Kind of similar to old school RSS feeds from back in the day.

When you open a new tab in Chrome.

BrowserStack: Lets you emulate different browsers, devices or operating systems to test a website. Since there are so many different screens or browsers on mobile devices it can be a pain to test these all manually so this allows us devs to test for a device we mightn’t have immediate access to. For example, you can see if there are any errors with how the site is displaying on Safari on an iPad.

Emulating a Galaxy S9 and showing the best website on Earth.

Xdebug: This helps us devs debug any PHP errors/issues our website builds have. It integrates with our IDE as well so it’s a massive time saver, especially if you end up “inheriting” some older sites that haven’t been worked on in a while.

Redirect Path: Shows any redirects you’ve been sent on when you visit a page and flags any HTTP status codes that are happening on a web page. It’s a subtle plugin and a time saver, meaning you don’t have to go searching for any meta issues in the console.

When you visit a 404 page.

Our Founder Mike’s picks

BuiltWith: BuiltWith is one that I know a lot of our Passionistas use. It crawls the internet to tell you what technologies a specific website is using – really useful for anyone looking to analyse technology trends or stay up to date with what your competitors are doing.

Pocket (again!): I also really like this one! I think Pocket is a great app/extension for saving content quickly and easily that I can then read through when I’m offline or on the tube.

What Google Chrome extensions do you use in your work and personal life? Let us know down in the comments. Or, if you’d like even more recommendations from our team of digital marketing experts – perhaps about your next web build or content strategy – get in touch with us today.

Copywriting Guidelines During the Coronavirus Outbreak


Since the coronavirus hit earlier this year, it’s hard to go anywhere without hearing about it. It’s all over your social newsfeeds, companies everywhere are releasing coronavirus support landing pages on their websites (yes, including us) and you’re always eagerly awaiting the next update about the loosening of lockdown restrictions.

Sure, we’re all talking about it, but how are you meant to go about writing about it? Whether you’re a copywriter, a content marketing professional, a blogger or an SEO, it’s important to adjust your copywriting techniques to the realities of the coronavirus pandemic.

From perfecting the ideal tone of voice to maintaining accuracy, here are some copywriting guidelines you can use during the coronavirus outbreak from the content marketing experts here at Passion Digital.

Have a look at how we helped our clients adapt to the coronavirus!

Copywriting Tips During the Coronavirus Outbreak

Adapt Your Strategy

During these times, it’s important to make sure that the content you’re producing is relevant, useful and sensitive. For example, if you’re a business trying to sell a product or service, now may not be the best time to produce scarcity-driven content that says things like Order now before it’s too late! or Limited spots are left, so book now! It’s likely that this approach won’t resonate with your customers, who will probably be worried enough already about their careers, health and family.

It’s also important that businesses modify their content strategies to fit the current climate – especially those in the travel industry. We helped one of our travel clients, Teletext Holidays, in this regard. While it wasn’t safe to encourage people to travel during the heights of the pandemic, we found lots of other ways to create relevant content that was responsible, useful and most of all: entertaining.

The ‘Viral Virus’ blog post became Teletext Holidays’ best performing article.

We helped Teletext turn their blog into a stay-at-home holiday hub. They produced blog posts to inspire the reader to have a holiday from the comfort of their own home, from cooking international cuisine and learning a language to creating a beach getaway in the back garden. Once countries began to reopen for domestic and international tourism, we created blog posts for them that feature the most recent information on each country’s current status, which are updated as and when things change.

The launch of Teletext Holidays’ Reopening Hub resulted in an unprecedented spike in traffic to the blog.

This is just one of the many ways you can create useful, unique content that is relevant to your business and interesting to your customers, while maintaining a responsible, realistic and sensitive approach.

Accuracy Makes for Great Copywriting

Since the coronavirus hit, many things have been postponed or cancelled completely. Whether you’re a business or a freelance copywriter, it’s a good idea to go through your scheduled press releases, blogs, landing pages, social media posts, automated emails – the list goes on – to ensure that you are not suggesting that people attend an event that is no longer happening, visit a facility that is now closed or participate in an activity that is not safe. You should also stay on top of the latest coronavirus updates, which will help you with all future content you produce.

Pay Attention to Your Tone of Voice

Anyone who writes copy knows that tone of voice is important and that there is a power in the words you choose. This means that, especially during the coronavirus outbreak, you should pick the words you use very carefully and make sure that your tone of voice doesn’t come off as insensitive. While puns and a casual tone of voice may be a part of how you or your brand normally write, it’s a good idea to dial it back a bit for the time being so you don’t come off as too flippant, which could put off the people who read your content.

That being said, positivity and puns are not the same thing – maintaining a positive tone and looking on the bright side makes for uplifting content, which many people are very much in need of right now.

As for the words you choose, it’s for the best to avoid terms like ‘contagious’ and ‘infectious’, as many people now negatively associate the meanings of these words. It’s never a bad idea to avoid newly common cliches as well, such as ‘unprecedented times’. You’re a writer, after all – you know the benefits of spinning overused terms and phrases into something fresh and unique. And, of course, is a friend to all.

Maintain High Standards

Now more than ever, it’s important that you maintain high standards with your writing. As a copywriter, you have one of the most important jobs right now. You have the power to uplift, inform and support the public with your writing (the pen, after all, is mightier than the sword). So double check your facts to ensure they’re correct and up to date, stay informed, be sensitive and empathetic to others, have someone proofread your work and, above all, don’t stop writing – we need copywriters now more than ever.

To learn more about Passion Digital and our values, click here

Steps B2B Businesses Must Take with their Paid Advertising During Crisis


The recent coronavirus pandemic has affected all of us, and we’re all handling these unprecedented times differently. However, there are still many B2B companies out there who are unsure how to proceed. This infographic presents some key points and insights that will help you to learn more about the next steps you can take.

If you’ve been at a loss for how to manage your paid advertising during this crisis, you’re not alone, we’re here to help. Do not hesitate to contact us. We’re looking forward to hearing from you!

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