Our Digital Marketing Terms Glossary is designed to be a resource for navigating the ever-changing landscape of digital marketing jargon. Whether you’re a seasoned professional or just starting your journey in the digital marketing world, this glossary aims to demystify the buzzwords, acronyms, and terminologies you’ll encounter. From SEO and PPC to influencer marketing and conversion rates, this guide provides straightforward definitions and insights to help you make sense of the ever-evolving digital marketing ecosystem.
An HTTP status code that tells a web browser to permanently redirect a user from one URL to another. This is used to preserve the SEO value of a page when it is moved to a new URL.
An HTTP status code that tells search engines that a website or page has been temporarily moved to a new URL. The browser is redirected from one URL to another.
404 Error (“Page Not Found” error)
An HTTP status code that indicates that the web server cannot find the requested resource.
A marketing experiment where you compare two versions of a marketing asset to see which one performs better.
Above the fold
The area of a web page that is visible without scrolling. This is the first thing that visitors see when they land on a page, so it is important to make sure that it is visually appealing, informative, and engaging.
A marketplace where publishers and advertisers can buy and sell digital ad space. It is a digital platform that connects buyers and sellers of ad inventory in real time. This means that advertisers can bid on ad space as it becomes available, and publishers can sell their ad space to the highest bidder.
A collection of ads that share a common theme, keyword/search term, or target audience. Ad groups are used in pay-per-click (PPC) advertising to help advertisers manage their campaigns and improve their results.
A person or business that promotes the products or services of another company in exchange for a commission.
A performance-based marketing strategy where an affiliate earns a commission for promoting another person’s or company’s products or services. The affiliate simply searches for a product they enjoy, then promotes that product and earns a piece of the profit from each sale they make.
Alt Text (alternative text)
A text description of an image used to provide information about the image to screen readers (software programs for visually impaired users) and search engines. This is important for web accessibility and contributes to your SEO by helping search engines index images and understand the content of a web page.
The clickable text within a hyperlink, often displayed as underlined or in a different color. It is the text that you see when you hover over a link. Anchor text is important for SEO, as it helps search engines understand the context of a link and rank the linked page accordingly.
Analytics (web analytics)
The process of collecting, measuring, analyzing, and interpreting data from digital sources to gain insights into user behavior and how customers interact with digital content. Analytics data can be used to improve marketing campaigns, increase website traffic, and track the ROI of marketing efforts.
API (Application Program Interface)
A set of instructions that allows two software programs to communicate with each other. APIs are used in digital marketing to connect different platforms and applications, such as social media platforms, email marketing platforms, and analytics platforms.
The process of determining which marketing channels and touchpoints are most responsible for driving conversions. Attribution can be complex, as customers often interact with multiple channels and touchpoints before making a purchase or taking the next step in the conversion process.
A group of people most likely to be interested in your products or services. In marketing, it is vital to understand your audience so that you can create marketing campaigns that are relevant and effective.
Refers to the marketing of products or services to other businesses rather than to consumers. B2B marketing is often more complex than B2C marketing, as the audience needs and buying cycle can vary greatly based on the product/service and industry.
A type of marketing sometimes referred to as direct-to-consumer (D2C) where businesses market their products or services directly to consumers. It’s often done through online channels, such as websites, social media, and email.
A link from one website to another. Backlinks are also known as inbound links, incoming links, or one-way links. When a website links to your website, it is essentially giving you a vote of confidence. The more backlinks you have from high-quality websites, the more likely you are to rank high in search results.
A type of online advertising that uses a user’s past browsing behavior to show them relevant ads.
The maximum amount of money that an advertiser is willing to pay for each click on their online ad. When an advertiser creates a pay-per-click (PPC) campaign, they set a bid for each keyword they want to target. The higher the bid, the more likely it is that the ad will show.
A set of rules that determines how much an advertiser is willing to pay for each click on their ad. Bid strategies are used in pay-per-click (PPC) advertising to help advertisers get the most out of their advertising budget.
A metric that measures the percentage of visitors who leave your website after viewing only one page. A high bounce rate can indicate a website is not engaging visitors or its content is not relevant to their interests.
The degree to which people are familiar with a company’s brand. It is a measure of how well people know a brand’s name, logo, and products or services. Brand awareness is an important factor as it can help attract new customers, build customer loyalty, and increase sales.
A fictional representation of an ideal customer. It is a detailed description of someone who represents your target audience. Buyer personas are created based on research about your existing or desired customers, including their demographics, interests, pain points, and goals.
A series of coordinated activities designed to achieve a specific goal, such as increasing brand awareness, generating leads, or driving sales. Campaigns can use a variety of digital marketing channels, such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing.
CMP (Cloud Management Platform)
A software platform that helps businesses to manage their digital advertising campaigns.
A small text file that is stored on a user’s computer when they visit a website. These are used to track user behavior on websites, such as the pages that they visit and the products that they view. This information can be used to improve the user experience on websites, to target ads more effectively, and to measure the effectiveness of marketing campaigns.
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
The percentage of visitors to a website who take a desired action, such as making a purchase, signing up for a newsletter, or downloading a white paper. Conversion rate is a key metric for measuring the effectiveness of a digital marketing campaign.
CPA (Cost Per Acquisition)
A marketing metric that measures the total cost of acquiring a new customer. It is calculated by dividing the total cost of a marketing campaign by the number of customers acquired via that same campaign.
CRM (Customer Relationship Management)
A system that helps businesses manage their interactions with customers throughout the customer lifecycle. This includes tracking customer data, such as contact information, purchase history, and interests, as well as managing customer interactions, such as sales, marketing, and customer service.
A marketing message that encourages the reader to take a specific action, such as clicking a button, signing up for a newsletter, or making a purchase. CTAs are an essential part of any digital marketing campaign, as they help to convert visitors into leads and customers.
This refers to the characteristics of a target audience, such as age, gender, location, education level, income level, and interests. Demographic data is used to segment and target audiences more effectively.
A form of marketing that uses digital channels to reach and engage consumers. It is used to promote products, services, and brands and to drive traffic to websites, landing pages, and other online destinations.
The use of digital channels to reach and engage with a target audience. It includes a wide range of activities, such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing.
Traffic that comes to your website directly from the user’s browser. This means that the user typed your website’s URL into their browser or clicked on a bookmark to your website. Direct traffic is not considered to be a referral source, so it is not tracked by Google Analytics.
A type of online advertising that uses images, videos, or text to promote a product or service. Display ads are typically placed on websites, social media platforms, and other digital properties.
A metric developed by Moz that predicts how likely a website is to rank in search engine result pages (SERPs). Domain Authority scores range from one to 100, with higher scores corresponding to a greater likelihood of ranking.
A series of automated emails sent to subscribers over a period of time. Drip campaigns are typically used to nurture leads and convert them into customers.
A type of content that changes based on the user’s behavior, preferences, or other factors. This can be used to personalize the user experience and deliver more relevant content.
The buying and selling of goods and services over the Internet. It is a form of digital marketing that allows businesses to reach a wider audience and sell their products or services to people worldwide.
A form of direct marketing that uses email to communicate with customers or potential customers. It is a powerful tool that can be used to reach a broad audience, build relationships with customers, and generate sales.
A tracking process that collects data about specific user interactions on a website or app. It is used to track the performance of your marketing campaigns, understand user behavior, and make better decisions about your marketing strategy.
A type of content that remains relevant and useful for an extended period. It is often called “timeless” or “evergreen” because it does not go out of date quickly.
A type of enhanced search result that appears at the top of Google’s search results page (SERP). They are designed to provide users with more information about a search query, and they can be a great way to improve your website’s visibility and click-through rate (CTR).
A model that visually represents the customer journey. It shows how potential customers move from awareness to consideration to purchase.
The number of times a specific user is exposed to an ad during a given period of time.
A digital marketing strategy that allows businesses to show their ads to people who are located in specific geographic areas. This can be done by targeting ads based on a user’s IP address, location services, or even their interests.
A pay-per-click (PPC) advertising platform that allows businesses to display their ads on Google’s search engine results pages (SERPs) and other Google properties. It is a rebranding of Google AdWords, which was launched in 2000.
Google E-A-T (Expertise, Authoritativeness, and Trustworthiness)
A set of criteria that Google uses to evaluate the quality of websites and web pages. Websites and web pages that are high in E-A-T are more likely to rank well in Google search results.
Google Keyword Planner
A free tool from Google that helps you discover new keywords and estimate their search volume and competition..
Google My Business
A free tool that allows businesses to manage their online presence across Google Search and Maps.
Google Search Console
A free service offered by Google that helps website owners to monitor, maintain, and troubleshoot their site’s presence in Google Search results. It provides valuable insights into how Google sees your website and how users interact.
A word or phrase preceded by a hash symbol (#). It is used within a post on social media to help those who may be interested in your topic to be able to find it when they search for a keyword or particular hashtag.
A visual representation of data depicting values by color. They are essential in detecting what does or doesn’t work on a website or page and which parts and elements of a page that users engage with.
Honeypots can be implemented by adding additional form fields to your existing web forms and marking them as hidden using CSS or other techniques. However, genuine human users will not be able to see or interact with these fields, whereas spam bots will interact with the honeypot fields.
HTML (Hypertext Markup Language)
The standard markup language for creating web pages. It is a text-based language that uses tags to define the structure and content of a web page.
A hyperlink is a text or image that, when clicked, redirects the user to another web page or location on the same web page. Hyperlinks are used in digital marketing to help users navigate websites and to connect them to related content.
A metric that measures the number of times an ad is displayed.
A strategy that focuses on attracting customers by creating valuable content and experiences they are likely to find and engage with.
A type of marketing that uses endorsements and product placement from influencers, people who have a purported expert level of knowledge, or social influence in their field.
A visual representation of information or data. Infographics are often used to communicate complex information in a way that is easy to understand and remember. They can be used to promote products or services, educate customers, or simply share interesting information.
Hyperlinks that point from one page on a website to another page on the same website.
A unique number that identifies a device on a network. IP addresses are used to route data between devices on the internet.
A programming language that runs in web browsers. It is used to create interactive websites and web applications.
A process of understanding the customer journey, from awareness to purchase and beyond. It visually represents the customer’s experience with a brand, product, or service. J
Refers to how often a particular word or phrase shows up in relation to the overall length of the text. It’s often expressed as a percentage.
Keyword difficulty is a metric that measures how difficult it is to rank for a specific keyword in Google’s search engine results pages (SERPs). It is expressed as a percentage from 0 to 100, with 100 being the most difficult keyword to rank for.
A keyword gap is the difference between the keywords your competitors are targeting and those you are targeting. Keyword gaps can be a valuable opportunity for businesses to improve their search engine optimization (SEO) and get more website traffic.
Keyword research is finding and analyzing keywords people use to search for information online. Keyword research is an essential part of SEO (search engine optimization), as it helps you to choose the right keywords to target in your content.
An unethical SEO technique that involves placing keywords or phrases unnaturally into content with the aim of boosting search engine visibility. This is considered manipulating the algorithm and can warrant a penalty from search engines.
A box of information that appears on Google’s search results pages (SERPs) for specific queries. It is a rich snippet that can contain information such as the entity’s name, description, website, social media profiles, and more.
KPI (Key Performance Indicator)
A measurable value that is used to track the success of a marketing campaign or strategy. KPIs are important for digital marketers because they provide a way to measure their campaigns’ results and see what is working and what is not.
A standalone web page designed to convert visitors into leads or customers. It is typically created for a specific marketing campaign, such as a pay-per-click (PPC) or email marketing campaign designed with a clear call to action (CTA) and a strong value proposition. It differs from other web pages because they have a single focus or goal.
A user who has shown interest in your business or product. They may have visited your website, signed up for your email list, or downloaded a free ebook. Leads are valuable because they are more likely to convert into customers than cold traffic.
The process of attracting and converting prospects into potential customers.
The process of building relationships with potential customers who have shown interest in your products or services.
The process of acquiring hyperlinks (or backlinks) from other websites to your website.
A set of strategies businesses can use to improve their visibility in local search results. Local search results are the results that appear when someone searches for a business or service in a specific location.
A software that helps businesses automate their marketing tasks. This includes email campaigns, social media management, and website visitor tracking.
Martech (Marketing Technology)
A term used to describe the software and tools that businesses use to automate, streamline, and optimize their marketing efforts.
An optimization technique that ensures that your website and other digital assets are designed to be user-friendly on mobile devices.
A marketing strategy that uses multiple channels to reach and engage with customers. This can include channels such as email, social media, search engine marketing (SEM), pay-per-click (PPC) advertising, and direct mail.
A type of online advertising that matches the form and function of the platform on which it appears.
A periodically sent email that informs your audience of the latest news, tips, or updates relating to your products or services.
A marketing strategy that integrates multiple channels, such as online and offline, to create a seamless customer experience.
A metric that measures the percentage of people who open an email. It is calculated by dividing the number of emails that were opened by the total number of emails that were sent.
The traffic that comes to your website from unpaid search engine results. This means that people find your website by searching for keywords related to your products or services on search engines like Google or Bing.
A type of marketing that involves actively reaching out to potential customers with messages that promote your products or services. This is in contrast to inbound marketing, which focuses on attracting customers to your website or landing pages through organic search, social media, or other channels.
A metric that measures the number of times a page on a website is loaded. It’s a common metric used to track a website’s performance and measure the effectiveness of marketing campaigns.
A type of online advertising where advertisers only pay when someone clicks on their ad. This means you can control your advertising budget and only pay for the results you get.
The process of tailoring content and experiences to a user’s individual needs.
Audio content that is created and distributed that can be downloaded or streamed online. Podcasts are typically made up of episodes that are released regularly, and they can cover a wide range of topics.
Paid Social Media
A form of digital marketing that uses social media platforms to reach target customers. It involves paying social media platforms to display ads to users likely to be interested in your products or services.
A QR code (Quick Response Code) is a two-dimensional barcode that a smartphone can scan to access information quickly. They can be used to direct users to a website, download an app, or get more information about a product or service.
A potential customer who has shown interest in your products or services and is likely to convert into a paying customer.
A question or phrase that a user enters into a search engine. They are used to find information on the Internet.
A form of marketing where existing customers are incentivized to refer new customers through various methods, such as offering discounts, free products or services, or cash.
The traffic that comes to your website from other websites. This is more valuable than different types of traffic, such as organic or paid traffic, because it comes from people already familiar with your brand or website.
A marketing strategy that allows businesses to show ads to people who have already visited their website or app.
ROAS (Return On Advertisement Spending)
A marketing metric measuring the revenue generated from every dollar spent on advertising.
ROI (Return on Investment)
A measure that calculates the profit earned from every dollar spent on marketing efforts.
SaaS (Software as a Service)
A software delivery model in which software is hosted on a cloud server and made available to users over the internet.
A website that allows users to search for information on the internet.
The purpose of a search query.
SEA (Search Engine Advertising)
A form of digital marketing that allows businesses to display their ads on search engine results pages (SERPs). SEA is pay-per-click (PPC) advertising, meaning businesses only pay when someone clicks on their ad, making it a cost-effective way to reach a large audience and generate leads and sales.
Search Engine Marketing (SEM)
A digital marketing strategy that uses paid advertising to increase the visibility of a website in search engine results pages (SERPs). SEM is a broad term that encompasses both search engine optimization (SEO) and pay-per-click (PPC) advertising.
Search Engine Optimization (SEO)
The process of optimizing a website to rank higher in search engine results pages (SERPs). When people search for keywords related to your website, your website will appear higher in the search results.
SERP (Search Engine Ranking Page)
Social Media Marketing (SMM)
A form of marketing that uses social media platforms to promote a product or service. It can be used to reach a wide audience, build relationships with potential customers, and drive traffic to a website.
In marketing, it is the art of using stories to connect with your audience and promote your brand. It is a powerful way to engage customers, build trust, and drive sales.
A tag is a code inserted into a website or app to track user behavior.
A group of people most likely to be interested in your products or services. When you create marketing content, you want to ensure it is relevant to your target audience.
TOFU (Top of the Funnel)
The first stage of the buyer’s journey. This is the stage where potential customers are first aware of your brand and start learning about your products or services.
Also known as marketing pixel, it is a piece of code embedded in a web page or email.
The number of visitors or users who visit a website, online platform, or digital asset such as social media profiles, mobile apps, or blogs. Traffic can come from various sources, including organic search (people finding your content through search engines), direct visits (users typing in your website URL), referrals (visitors coming from other websites), social media, email campaigns, and more.
An event that causes a specific action to be taken. For example, a trigger could be a user subscribing to your email list, visiting a particular page on your website, or purchasing.
URL (Uniform Resource Locator)
The address of a web page or other online resource. It is a unique identifier.
User-generated Content (UGC)
Any content created by users of a product or service rather than by the company that produces it. This includes product reviews, blog posts, social media posts, and videos.
Unique Selling Proposition (USP)
A statement that concisely describes what differentiates your product or service from the competition.
UV (Unique Visitor)
A metric that measures the number of distinct individuals visiting a website within a specified period. If a person visits your website multiple times within the specified period, they are counted as one unique visitor.
A statement that summarizes the benefits of your product or service and why it is better than the competition. It helps to communicate your value to potential customers and persuade them to choose your product or service over the competition.
A marketing strategy that uses videos to promote a product, service, or brand.
A type of digital marketing that relies on people sharing content with friends and social media followers. The goal of viral marketing is to create content that is so engaging that it will be shared widely, thereby reaching a large audience at a relatively low cost.
A type of search that allows users to search for information by speaking into a device, such as a smartphone or smart speaker.
The process of collecting, measuring, and analyzing data to understand and optimize website usage.
A webinar, short for “web-based seminar,” is an online presentation or event where a speaker or group of speakers can deliver a presentation.
A file that lists all of the pages on your website, along with some additional details on each page, such as the page’s title, the date it was last updated, and its importance. Search engines use XML sitemaps to crawl and index your website, which can help to improve your website’s search engine ranking.
A pricing strategy used to maximize revenue by selling products or services at the right price to the right customer at the right time. It is used in industries with perishable inventory, such as airlines, hotels, and event tickets.
A search query that results in the user finding the information they need without clicking on any links. This happens when the search engine provides the answer directly to the user or when the user sees the information they need on a featured snippet or knowledge panel.
- 301 Redirect
- 302 Redirect
- 404 Error ("Page Not Found" error)
- 404 Error (“Page Not Found” error)
- A/B Testing
- Above the fold
- Ad Exchange
- Ad Group
- Affiliate Marketing
- Alt Text (alternative text)
- Analytics (web analytics)
- Anchor Text
- API (Application Program Interface)
- B2B (business-to-business)
- B2C (business-to-consumer)
- Behavioral Targeting
- Bid Strategy
- Bounce Rate
- Brand Awareness
- Buyer Persona
- CMP (Cloud Management Platform)
- Content Marketing
- Conversion Rate
- CPA (Cost Per Acquisition)
- CRM (Customer Relationship Management)
- CTA (Call-to-Action)
- Digital Advertising
- Digital Marketing
- Direct Traffic
- Display Advertising
- Domain Authority
- Drip Campaign
- Dynamic Content
- Email Marketing
- Engagement Rate
- Event Tracking
- Evergreen Content
- Featured/Rich Snippet
- Google Ads
- Google Analytics
- Google E-A-T (Expertise, Authoritativeness, and Trustworthiness)
- Google Keyword Planner
- Google My Business
- Google Search Console
- HTML (Hypertext Markup Language)
- Inbound Marketing
- Influencer Marketing
- Internal Links
- IP Address
- Journey Mapping
- Keyword Density
- Keyword Difficulty
- Keyword Gap
- Keyword Research
- Keyword Stuffing
- Knowledge Panel
- KPI (Key Performance Indicator)
- Landing Page
- Lead Generation
- Lead Nurturing
- Link Building
- Local SEO
- Long-tail Keywords
- Marketing Automation
- Martech (Marketing Technology)
- Mobile Optimization
- Multichannel Marketing
- Native Advertising
- Non-Branded Keywords
- Omnichannel Marketing
- Open Rate
- Organic Traffic
- Outbound Marketing
- Page Views
- Paid Keywords
- Paid Social Media
- Pay-Per-Click (PPC)
- Performance Marketing
- QR Code
- Qualified Lead
- Referral Marketing
- Referral Traffic
- ROAS (Return On Advertisement Spending)
- ROI (Return on Investment)
- SaaS (Software as a Service)
- SEA (Search Engine Advertising)
- Search Engine
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Search Intent
- SERP (Search Engine Ranking Page)
- Social Media Marketing (SMM)
- Target Audience
- TOFU (Top of the Funnel)
- Tracking Pixel
- Unique Selling Proposition (USP)
- URL (Uniform Resource Locator)
- User-generated Content (UGC)
- UV (Unique Visitor)
- Value Proposition
- Video Marketing
- Viral Marketing
- Voice Search
- Web Analytics
- Website Traffic
- XML Sitemap
- Yield Management
- Zero-click Search