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It could be challenging to stay up to date with all of the new jargon and terms in digital marketing, which is always changing. The most often used definitions and words in the field of digital marketing have been assembled here to help you become more knowledgeable.
With the aid of our dictionary of digital marketing terminology, you may better comprehend the terms used by practitioners, whether you’re just starting out in your career or want to know what your firm is doing.
200 OK: The HTTP status code 200 OK indicates that the server has received and is processing the request. After that, the user will be taken to the destination URL.
301 Permanent Redirect: This kind of HTTP status code indicates that a URL has been permanently redirected to a different URL. The browser gets redirected to the new target URL when a server responds to a URL with a 301 redirect.
302 Redirect: The 302 temporary redirect is an HTTP status code that indicates that the requested URL has been relocated temporarily.
404 Not Found: When a requested file or page has been removed or was never there in the first place, the server delivers it. It would be appropriate to 301 redirect this URL to a close-variant or equivalent URL based on the 404.
5XX Error Code: An explanation and information on whether the error is transient or permanent should be included in the reply.
A/B Split Testing: the process of doing an experiment with two variations to see which one works better in a certain setting. This can assist you in determining the attributes of the owned property—your website, social media accounts, or advertising platforms—that your target audience finds appealing and objectionable.
Above the Fold: The term “above the fold” describes the content that appears when a user loads a page without having to scroll down.
Ad extensions: are the extra details that appear behind a Google Ad. This can include callouts, pricing, sitelinks, and any other additional details about the business or the product being offered. The longer the advertisement, the more prominence it will have on the search results page and, consequently, the higher the click-through rate.
Ad group: A group of advertisements aimed at the same set of keywords.
Ad Relevance: is a phrase mostly used in sponsored search to quantify the degree of relationship between keywords and adverts. Ad Manager is a Facebook application that is used to make, share, and keep track of advertisements that are posted on the network.
B2B: The acronym for “business-to-business” (B2B) designates businesses that only transact with one another and not with the general public.
B2C: The term “business-to-consumer” (B2C) describes businesses that deal with the general population.
Backlink: An external link pointing back to your website is known as a backlink. An online magazine referring to your website from an article would be one example. Along with content production and technical SEO, “link building,” or the process of constructing backlinks to your website, is frequently considered one of the most significant ranking factors.
Banner Ad: A kind of online advertisement that appears as text or an image and is typically provided by an ad network or display network. Banner ads are usually animated or static, and they always contain a hyperlink pointing to a website or landing page.
Bid: A term used mostly in paid search, wherein advertisers bid on keywords to raise the position of their advertising. It represents the most you are willing to pay for each click.
Bid Strategy: An AdWords bidding plan created to help you more precisely target your objectives. Three alternative bid types are available to help customise campaigns for various marketing objectives: pay per click, pay per conversion, and pay per impression.
Blackhat SEO: is a term used to characterise unethical SEO tactics that violate Google’s policies. This involves buying for connections from a spammy site and keyword stuffing, among other things.
Bounce Rate: The percentage of visitors to your website who depart without viewing any additional pages is known as the “bounce rate.” You can utilise this percentage to increase the content’s relevance. Both the page and the site levels can use bounce rate.
Breadcrumbs: Refers to the hierarchical and navigational route a user follows to access a certain page. They are frequently shown via a number of links at the top of a page. The following is an illustration of a breadcrumbs path: Home > Mobile Phones > Apple > iPhone
Broken links: A link on a webpage that no longer functions because the intended page was not available at the time is known as a broken link, also known as a dead link. This could be an incorrect URL if the linked page has been removed from the website, if the page is no longer available, or if a server error is taking place. See “404 Not Found” and “5XX Server Errors” for additional details.
Campaigns: Are a series of marketing initiatives designed to accomplish a specific objective. Typically, campaigns are made for a specific marketing channel, like sponsored search, email, or social media campaigns. A campaign in paid media often consists of ad groups with distinct ads and each targeting a different keyword.
Canonical Tag/Rel=Canonical: A canonical is an HTML property that designates the master or preferred version of a web page owned by the site owner. If the content is the same or similar across several pages, using a canonical tag can help to reduce the number of duplicate entries in a search engine’s index. Depending on why they are used, search engines may honour or reject canonical tags.
CMS: “Content Management System” is what CMS stands for. These are the systems that simplify the process of adding and changing content for your website. For instance, Drupal, WordPress, and Magento.
Content: is the information that websites, applications, and social media platforms make available for people to access and use. Content is available in several forms, including written, visual, and audiovisual.
Conversion: When a user completes a desired action on your website, that user has converted. It is frequently used to refer to the act of purchasing a product, but on websites that generate leads, it could also refer to filling out a contact form or making a call.
Conversion Funnel: This diagram illustrates the steps a user takes to make a purchase of a good or service. The AIDA model, which is characterised by four unique phases, is arguably the most widely used conversion funnel architecture. Interest, Action, Awareness, and Desire. Conversion Rate Optimisation (CRO), which analyses and improves the user journey, or a number of touchpoints across your owned and earned media can be used to optimise this conversion funnel on-site.
Conversion Rate: The proportion of website visitors who have finished a macro or micro action on the site, like making a purchase or subscribing to a newsletter, is known as the conversion rate. Excessive conversion rates may also indicate that you are recording pointless actions as conversions or that your pricing are too low and you are truly losing out on income.
Cookies: Are little data files that a user’s computer saves when they visit a website. Cookies give websites the ability to store information and track user activity. Cookies can be used in digital marketing to retarget users with sponsored advertisements, encouraging them to buy an item they have previously browsed.
Copy: Written content. Typically, copy is meant to raise brand awareness or persuade customers to purchase products or services.
Copywriting: With SEO in mind includes utilising pertinent headings, keywords, and many other relevancy elements to raise your page’s search engine ranking.
Core Web Vitals (CWV): These three ranking signals, which are based on the functionality and user experience provided by your website, are a component of Google’s Page Experience update for 2021.
CPC: An advertiser pays a certain amount each time a user clicks on their advertisement. CPC stands for “Cost Per Click.”
CPL: The term “cost per lead” (CPL) describes the price you spend for each lead a campaign generates.
CPM: The term “Cost Per Mille” (CPM) describes the price you pay for impressions.
Crawler: Software programmes that search the internet for fresh and updated content are referred to as crawlers. Before delivering this content to the indexer, where context, relevancy, and trustworthiness are interpreted, search engine crawlers accomplish this by following links. Other names for crawlers include “bots,” “robots,” “spiders,” and “user-agents.”
CRO: Conversion Rate Optimisation is what CRO stands for. This is the process of making your website’s user experience better in order to raise the proportion of visits that end in a goal or transaction—also referred to as a “conversion.”
CSS: Is an acronym for “Cascading Style Sheet,” which is used to format a web page’s appearance and layout. For instance, you can use CSS to define tables, text style, and font colour.
CTA: “Call to Action” is what CTA stands for. This could be a call to action or remark urging them to contact you or purchase your good or service.
CTR: The acronym for “Click-Through Rate” is CTR. This is the proportion of users who browse the page where a hyperlink is present compared to the number of times a user has clicked on a desired hyperlink.
Digital Garage: This free online learning resource will teach you more about all things digital and will also make other Google resources easier to understand.
Digital Marketing: Refers to the blending of marketing strategies with online and other digital technology. It includes all forms of digital marketing that make use of digital channels like email, social media, display networks, and search engines. Additionally, it makes use of marketing analytics solutions that support the tracking of multiple digital channels’ performance and activity.
Digital PR: Creating connections through online campaigns, thought-leadership pieces, and professional commentary is known as digital PR, or public relations. PR departments have close ties with journalists who may contribute to reputable online publications.
Display Advertising: is a type of online advertising that reaches third parties via a display network and uses banners and/or other visual media.
DR: Domain Rating is what DR stands for. The marketing platform “Ahrefs” developed this link metric to determine the authority and prospective rating of a website. Domain Authority, or DA, is a metric that is comparable to this one and was developed by Moz, another marketing tool. A website has greater authority and ranking potential the higher its domain rating.
Earned media refers to the placement of an asset—digital or physical—that has been attained through promotional activities on a third-party platform. Earned placements can be obtained through paid or natural channels.
E-commerce: “Electronic Commerce,” is the term used to categorise companies that conduct online sales. One typical example of an e-commerce business is an online shop who sells goods directly to customers.
Email Marketing: is a type of advertising where a product or brand is promoted through emails.
Engagement Rate: is a kind of indicator that shows how many people are using your website, app, or social media account. It can be computed by dividing the total number of followers by the sum of the likes, shares, and comments.
Evergreen Content: Supporting content for a website that is constantly current and pertinent to a company’s goods or services is referred to as evergreen content. Users will always be interested in reading case studies and how-to instructions, for example.
Facebook Advertising: This is the term for the Facebook Ad Network, which enables users to promote their company, good, or service to members of the Facebook Community. The platform offers a variety of ad formats made specifically to meet the objectives of marketers. Because it doesn’t employ keywords and builds audiences using a wealth of demographic data from Facebook users, it stands apart from Google and other ad networks.
Facebook Audience Insights: is the name of a product used by advertisers on Facebook to target audiences. It provides aggregate data on customer buying behaviour, demographics, and geography, among other things. It gives advertisers Facebook trends about their prospective and existing clients.
Facebook Business Page: This is the name given to a marketer’s Facebook business profile page. The page is devoted to a business, but it resembles a personal Facebook page. A Facebook Business Page can be used by any kind of business to advertise its brands, goods, and services.
Facebook Live: Is the name of a basic function that allows Facebook users to stream live video.
Featured Snippet: A search result box that appears on the search results page is called a featured snippet. The goal is to respond to the user’s question prior to their clicking on a search result. Featured snippets can be obtained by providing precise, succinct answers to particular queries.
Google Ads: describes the Google internet advertising network. It enables advertisers to connect with customers via Google’s advertising networks and search pages.
Google Algorithm: describes a mathematical framework used by Google search engines to decide where to display websites on their results pages. It is commonly known as the “Core” algorithm and is typically updated twice a day, or roughly 500–600 times a year. This is done to ensure that users see the most reliable and pertinent search results. Google keeps its algorithm a closely-guarded secret so that marketers and webmasters can’t tamper with it to improve rankings.
Google Analytics: is the name of a software platform developed by Google that lets marketers monitor a website’s performance. It involves locating data on things like the quantity of people who visit a website, how they found it, which pages they browse, and a lot more.
Google Keyword Planner: This tool aids in conducting keyword research for your search marketing initiatives.
Google My Business: Enables marketers to set up a Google company page. You can provide details such as the name of the business, the URL of the website, and the operating hours to show up in map packs, location searches, search page results, and more.
Google Algorithm Update: In order to give users the most reliable and relevant search results, Google modifies its algorithm on a regular basis. Past algorithm changes include Google Panda, which targeted spammy and “thin” material, and Google Penguin, which punished websites for purchasing links. More recent changes to the Google Algorithm have prioritised website speed and mobile usability in addition to giving E-A-T more weight.
Google Analytics: You can monitor the effectiveness of your website with this free service from Google. In addition to many other details, you can see how many people visited your website, which pages they browsed, and how they found it.
GoogleBot: Google’s unique user-agent that gathers information from websites and other resources and submits it to Google’s index so that it can eventually be displayed and ranked in their search engine. Refer to Google’s Overview of Google Crawlers for a detailed analysis of additional user-agents owned by Google.
Google Search Console: This tool lets marketers and website owners monitor how well their websites perform organically on Google and offers recommendations for improving their visibility.
Google Tag Manager: Is a free application from Google that lets you maintain and add tags (snippets of code) to your website without changing the site code. It is frequently employed to facilitate tracking user activities.
Hashtag: This is the term for the social media symbol “#.” They are employed to make it simple for users of social media to locate the content they want. Topics that are broad, in-depth, or specialised can all employ hashtags.
H1 Tag: An H1 tag is regarded as the most significant tag on a webpage. It is the primary heading tag and frequently the title. A H2 tag for a subheading, an H3 tag for a smaller heading, and so on come after it.
Hreflang Tag: The hreflang tag is a technological fix for websites with content that is similar across several languages or geographical areas. By informing Google that the same information is available in numerous languages, the tag eliminates the problem of duplicate content and guarantees that users from various nations receive the appropriate language.
HTML: Stands for “Hyper Text Markup Language,” is the language used to create web pages and set up their layout.
HTTP: Requests are made using the “Hypertext Transfer Protocol,” which enables data transfer and sharing between your browser and the website.
HTTPS: Is a secure connection over a computer network; it stands for “Hypertext Transfer Protocol Secure.” Secure Sockets Layer (SSL) and Transport Layer Security (TLS) are two methods of encryption used in webpage communications. When a website isn’t safe, it will show HTTP, which indicates that your data isn’t secured and is vulnerable to hacker attacks.
HTML: Is element that links one webpage to another is known as a hyperlink. A hyperlink is typically a highlighted word or image that, when clicked, directs users to the specified location.
Image Optimisation: Is the process of making sure a picture is sufficiently compressed and of a good quality to load a webpage quickly without degrading user experience.
Impressions: The quantity of views your website receives from search engine results is measured in impressions. It can also be used to indicate how many times your target audience saw an advertisement on a marketing and advertising platform.
Impression share: Refers to a percentage of customer ad views that is typically used in paid media.
Inbound Links: Are links pointing to your website from other domains.
Instagram Advertising: This is a business model where advertisers purchase the right to run adverts on the Instagram network.
Instagram Stories: Are posts that tell the story of a video or image.
Instagram TV: is a tool that lets users share and watch videos on the platform. The user can upload up to an hour of video footage, and it won’t disappear after 24 hours, which sets it apart from Stories. Either the standalone IGTV app or the regular Instagram app can be used to access Instagram TV.
Keyword: When someone searches for transactional, navigational, or informative content, they often use common denominator search words. Users can locate your website in the search results when they are appropriately applied on pertinent pages. Tracking keywords allows you to evaluate the success of your website and further tweak it for higher ranks.
KPI: Key Performance Indicator, or KPI for short, is a type of performance measurement that shows how well a firm, employee, or marketing initiative is accomplishing its goals. KPIs can take many different forms, such as improved income, lower costs, or higher customer happiness.
Landing Page: The initial page a person sees on your website is called a landing page. You can direct users to a certain page in ad campaigns to entice them to convert. You can optimise a specific landing page for SEO to increase its visibility in organic rankings.
Leads: Are potential customers that express an interest in your product or service. Leads that have been determined to be likely to result in a sale are known as qualified leads.
Lead Generation: The practice of drawing in and closing deals with new prospects in order to increase revenue in the future is known as lead generation.
Link building: Is the process of persuading other websites to place a hyperlink pointing back to your website. Along with creating content on your website, link building is seen to be one of the best techniques to increase your organic visibility.
Link Equity/Link Juice: The authority a link can convey from one page to another is referred to as “link equity” or “link juice.” Both external (from another website) and internal (from the same domain) connections can transfer authority. Google’s first algorithm, known as PageRank, ranked websites for users by taking into account link equity and the entire link graph. But these days, a wide range of additional factors also influence page rankings.
Long-Tail Keywords: are those that are specifically related to lower search volume keywords. Although they are less common than other high volume keywords (such as short- and mid-tail keywords), they also have a greater intent, more options, strong demand at scale, less competition, and a propensity to convert very effectively.
Marketing Funnel: The marketing funnel illustrates the path a potential customer travels from prospect to paying customer. AIDA stands for awareness, interest, desire, and action, and is sometimes used to symbolise the stages of this journey. For more information, view our guide on AIDA model marketing.
Media Mix Modelling: Using this information to identify the best way to distribute your budget, media mix modelling shows you how various media channels assist you achieve your marketing objectives. It analyses past data from multiple media platforms and how it affects key performance indicators. Data on media expenditure, key performance indicators (KPIs) like conversions, and other contextual factors like events, trends, or seasonality are all gathered and used.
Metadata: “Hidden information” on a page that is usually saved in the of a document is referred to as metadata in the area of digital marketing and web development. Since the title tag and meta description are what show up in a search result, these are the metadata elements that SEOs are especially interested in. When properly optimised, they can provide users with a succinct summary of what they can expect from a page and encourage higher ranks.
Mobile-first Marketing: is a digital marketing approach that operates under the premise that customers’ primary means of accessing a company’s website or other owned media are smartphones, tablets, and brand-specific apps.
Multi-Channel Marketing: Utilises many marketing channels (such as a website, social media accounts, email, display ads, etc.) to increase exposure and reach a larger audience.
Mobile Optimisation: is the process of making a website fully viewable on all screen sizes.
Nofollow/rel=”nofollow”: This attribute value indicates that search engines shouldn’t crawl a particular link, and as a result, they shouldn’t send link equity across it. One inferred use of this is to avoid any linkage with deliberate misconduct, such buying links.
Off-page optimisation: is the term for outside actions taken in addition to a website that have the potential to enhance its organic performance. It mostly refers to link-building strategies using a variety of techniques, such as digital PR, but it can also mean interacting with social media, customer review sites, and other channels that help strengthen a company’s reputation.
On-page optimisation: describes the actions that can be performed within a website to enhance its natural search engine ranking. This covers duties like crafting content, writing meta descriptions, and enhancing keyword targeting.
Organic Traffic: The quantity of individuals that find your website through organic search engine results—that is, without clicking on an advertisement or a link that refers them—is known as organic traffic. Similar to this, you can also get traffic from Organic Social, which is primarily from people who discovered you on social media without paying for it. However, analytics companies frequently classify this traffic as just “Social.” “Direct Traffic” is defined as when a person inserts your URL into the search field directly or clicks on a bookmark they have stored. This sort of traffic is not included in organic traffic.
Owned Media: Any digital asset directly under the control of a brand, company, or other organisation, such as your blog, social media profiles, and postings on your website.
Page View: When a user opens a webpage in their browser.
Paid Media: is a type of marketing where you pay for a platform to display an advertisement for your owned content. Display, social media, and paid search are examples of paid media.
Performance Max (PMax): is a brand-new automated goal-based campaign that maximises campaign performance by serving viewers with relevant advertising based on machine learning. Refer to the section “Performance Max campaigns.”for additional details.
PPC: “Pay Per Click” is what PPC stands for. This kind of internet marketing involves marketers paying a certain fee each time a user clicks on their advertisement. This concept is utilised by the following platforms: Microsoft Advertising (formerly Bing Ads) and Google Ads (formerly AdWords).
Publisher: A publisher is the one who owns the digital space available for purchase online by marketers. These could include, for instance, websites, video sharing platforms, and game apps.
Quality Score: is a system by which Google assigns a quality score to its sponsored media advertisements. usually based on three factors: landing page quality and relevancy, estimated click-through rate, and ad content/copy.
Query: is the actual term or phrase that a user enters into a search engine to learn more about a specific topic or issue.
Quick Response Codes: or QR codes for short, are scannable barcodes that can be used to encode data, including text or URLs.
Rankings: This is a broad phrase that describes a website’s rank in search engine results.
Search engine ranking signals: are the standards that search engines use to rank web sites in their results pages. They may be related to the content, user signals, backlink profile, technological setup, or any other aspect of a website that the search engine deems pertinent.
Remarketing: Targeting those who have already visited your website and/or items is known as remarketing, also known as retargeting. For instance, after viewing a dress online, you can see advertisements for it retargeting you on other websites.
Rich Snippets: are brief passages of text, information, or images that show up in a Google search engine results page’s abstracts or summaries. In the search engine results page (SERP), rich snippets are typically (but not always) taken from one of the pages that rank in positions 1-3.
Return on Ad Spend, or ROAS: measures how much money your advertisements bring in compared to their expense. Most often, a ratio is used to express it.
Robots.txt: This file instructs web crawlers on which pages on a website they are permitted to access and which ones they are not. The “allow” and “disallow” directives serve as indicators of this.
ROI: which is an acronym for “Return On Investment,” This is the financial return on your investment from services like digital marketing that help you grow your company.
Schema Markup: Also available at Schema.org, is a type of structured metadata that you may add to your website to help search engines better understand the content of your site. Afterwards, search engines use this data to show various kinds of material on their networks. To display the recipe and cooking instructions in search results, for instance, you can add Schema to a recipe.
Search Impression Share: The amount of impressions you have obtained on your advertisements divided by the expected number of impressions you were entitled to receive is known as your search impression share.
Search Engine: Any software programme that looks for and locates web information associated with a certain search query is referred to as a search engine. Search engines include, among others, Google, Bing, and Yahoo.
Search Intent: This is the reason behind a user’s decision to do a specific online search.
SEM: A hypernym for all paid advertising, SEM stands for “Search Engine Marketing.”
SEO: Or “Search Engine Optimisation” is what SEO stands for. Increasing a website’s visibility in the standard, unpaid, or “organic” search results is the aim of SEO.
Search Engine Results Pages: or SERPs for short, are the pages that appear on a search engine after a query has been typed in.
Sessions: This is a term for an action’s measurement. The amount of time a visitor spends interacting on a website is referred to as a session or site visit in web analytics. For instance, a session in Google Analytics is a metric that gauges how long a visitor stays on the site; by default, Google sets this measure at thirty minutes.
Site Navigation: is the process of going from one website to another inside the same domain via internal links.
Social media traffic: is the number of users who have clicked on an advertisement or link from a social media platform to visit another website or application. Either organic or sponsored advertising may be the cause of this.
SSL Certificate: An SSL certificate is a kind of digital certificate that permits an encrypted, secure connection and serves as website authentication.
Style Guide: is a document that an agency or business gives writers to follow closely while crafting content in order to maintain the personality and tone of the brand.
Target audience: describes a certain set of individuals who fit a marketer’s buyer personas and have common traits. They are the target market that a marketer is most likely to have interest in and intention of buying from regarding their good or service.
Enhancements: to your website’s crawling, indexing, and rendering for organic search are known as technical SEO.
Title Tag: An HTML element designating a particular page subject. Typically, title tags appear as clickable search headlines on search engine results pages. They are necessary for social sharing, SEO, and usability. The marketer’s primary keywords should be featured in a title tag that accurately and informatively describes the content of the page.
Top of Funnel Marketing: This is the term for the top of the sales funnel, which is used by marketers to increase sales and brand recognition. Social media, blogs, SEO, online advertisements, video marketing, and influencer outreach are a few examples of channels that can be leveraged.
Tracking Cookies: Cookies track on users’ browsers in order to monitor their surfing habits. They gather data on the websites that users visit as well as the information they ask for, such location and keywords, which helps advertisers target the appropriate customers.
UI: is an acronym for “User Interface,” which designates the interface between a human and a computer. While UX design is more concerned with the whole user experience, UI is a component of UX design and concentrates on a design’s overall appearance and feel.
UR: URL Rating is what UR stands for. Ahrefs, a marketing tool, developed this link metric to determine the authority and ranking potential of a specific URL. Page Authority, or PA, is a comparable number developed by another marketing company called Moz. A page has greater authority and ranking potential the higher its URL rating. DR, another link statistic offered by Ahrefs, has an equivalent in UR.
URL: An acronym for “Universal Resource Locator,” URL is a webpage’s address.
User engagement: is the evaluation of a website visitor’s reaction to an article, blog, or page about a product or service.
User-Generated Content (UGC): Any type of content created and shared online by users, including text, audio, video, and image formats, is referred to as UGC. Forum conversations and blog comments are common examples.
UX: or “User Experience,” is the term used to characterise how a person interacts and feels while using a website. To boost the likelihood that a user would purchase your good or service, it is crucial to make sure they have a positive experience.
Video marketing: is a category of marketing tactics that combines advertising with video content. A variety of promotional strategies, including customer testimonials, interactive videos, live streaming events, and video ads, can be implemented with video marketing.
Visits: This is a measure of the total number of times a visitor navigates through a website. It’s typically used in tandem with conversion rate to provide a more comprehensive understanding of a website’s performance.
Webinar: An online seminar is referred to here. The purpose of a webinar or online seminar can be to educate, enlighten, or close a deal with a target market that is considering a certain company, good, or service.
Website analytics: is the process of analysing and reporting online data to get insight into the behaviour of website visitors.
Wireframe: is a diagram that shows the layout and content of a webpage. It is used to determine the optimal content arrangement for usability during the web design process.
XML Sitemap: An XML sitemap is a file that lists all of a website’s indexable pages. This information is used by search engines to determine which webpages are accessible for crawling and storing in their index.
YouTube Advertising: is what’s meant to be understood here. Advertisers can build and run display advertisements, overlay ads, non-skippable video ads, sponsored cards, and bumper ads using its six available advertising formats.
Did you find this dictionary of digital marketing useful? Consider looking over some of the additional resources listed below. Please don’t hesitate to contact us if you need assistance from a digital marketing agency to help your business expand online.