Digital Marketing Glossary

A-Z of The Digital Marketing Glossary- Key Terms with facts and examples.

Digital Marketing is constantly evolving and it’s not easy to keep up with the ever-changing field. Most people who write about the topic often assume that we have prior knowledge and that’s why I wrote this glossary.

A - Digital Marketing Terms

AdSense: This is a program run by Google that allows site owners to automatic display text, image, video, or interactive media ads, targeted to their audience.

Adwords: A program owned by Google, Adwords is used by advertisers to place ads on search pages of Google results, YouTube and Google ad network websites.

Akismet: An application used for WordPress blogging platforms. It serves as a filter for link an comment spam.

Analytics: This is the analysis of data generated by visitors activity on your website. It helps to discover ways to improve websites and marketing campaigns.

Anchor text: Thi is the clickable text in a body of text where SEO best practices are to make the text relevant to the page.

Application Programming Interface (API): This interface allows software applications to interact with each other.

Attribution: This determines which marketing channel was responsible for a sale.

Audience: This is the group of people that your brand has identified for targeting


B - Digital Marketing Terms

Back Link: This is an SEO practice to encourage site popularity

Blogroll: A list of similar recommended websites and links, usually on blogs. These are placed on purpose by the blogger to give visitors a resource should they want to explore.

Bounce Rate: This is the percentage of visitors to a site who navigate after viewing only one page. Bounce rate is also alternatively known as abandonment rate

Breadcrumbs: This a secondary navigation system that shows a user’s location on a site or web app. They can appear to look something like this: Home>Products>Specific Product.

C - Digital Marketing Terms

Call to Action: CTA is an instruction to the user to encourage an immediate response.

Campaign: This is the particular marketing effort that directs a user to your website or landing page.

Canonical: A code added to a web-page to help Google understand whether a content originates from that page, or has been copied from somewhere else.

Click Through Rate (CTR): This is the ratio of the number of times users click the ad compared total impressions.

Cookie: This stores information and recognises repeat visits to your site by the same visitor.

Conversion Rate: This is the ratio of conversions to visits on your advertising campaign.

Crawler or Spider: This is a program designed to systematically browse content on the Internet and collect and organise information for search engine search results.

CTR: Click-through rate is the number of times people click on your link compared to impressions.

CPA: The abbreviation for ‘cost per acquisition’, measures how much money you must invest to obtain a new customer.

CRO: ‘Conversion rate optimisation’, this is a segment of digital marketing which focuses on improving web-page conversion rates to gain more profit. The idea is to influence the way a visitor to a web-page behaves by combining psychology with web design and marketing.

Cross-device: This refers to multiple screens such as desktops, phones, tablets, laptops, and TV. As a marketer, it is important to know where your customers are looking at your website or advertisements.


D - Digital Marketing Terms

Dashboard: A page of a website with easy to read the aggregation of data about how a site performs as well as digital marketing advertising campaigns.


F - Digital Marketing Terms

Featured Snippet: This is information summarised, captured by Google from a website and placed on search results so that fast answers can be obtained for short and common queries.

G - Digital Marketing Terms

Geo-Targeting: The process through which search engines display results based on users location

H - Digital Marketing Terms

Hard Bounce: This indicates a permanent reason an email cannot be delivered to an email address.

Hashtag: This is the symbol used before a phrase which is written without space to tag posts on Twitter and create trends on Facebook, Instagram.

Heatmap: A. graphical representation of the interactions of visitors with a particular website. Heatmap software is used to collect data on user interactions, and behaviour patterns to help with website design optimisation.

HREF Tag: A code located within the HTML of a website, that enables search engines like Google to understand the language on a web page.

H-Tags: Also known as ‘header tags’, these are page elements that signify the kinds of headings used in HTML. The largest of these headings is H1, while the smallest is H6. These tags are used to define aspects of a web-page such as the heading, title or sub-heading.


I - Digital Marketing Terms

Impression: This is the number of times when an ad or social media update is fetched from its source.

K - Digital Marketing Terms

Keyword: The word or group of words a surfer uses on the search engine when looking for information. Websites target certain keywords and use them on their pages to allow them to feature favourably on search engine results.

Keyword Density: Every site has written information that uses keywords. The number of these keywords compared to the total number of words is the Keyword Density.

Keyword Proximity: Keywords cannot be placed just anywhere in a website written copy. The placement of these keywords in the text determines the keyword proximity of that page.

Keyword Stemming: This is a useful process f web pages and SEO that involves taking a basic but popular keyword about a particular website and adding a prefix, suffix, or pluralisation to make the keyword into a new word.

Klout Score: This is a number between 1-100 that represents your social media influence. The more influential you are, the higher your Klout Score.

L - Digital Marketing Terms

Landing Page: This is the first page on a website that a person usually sees—but it’s not necessarily the home page of that site.

Lookalike Audience: This a way to reach new people who are likely to be interested in your business because they are similar to your best existing customers.

Long Tail Keyword: This is a keyword phrase that contains at least three words to target niche demographics rather than mass audiences. They are specific with less competition than generic keyword terms. Because of that, they provide both short-term and long-term SEO benefits.

LSI: The abbreviation for ‘latent semantic indexing’, refers to a search engine method of indexing that forms a relationship between various words and phrases to get a clearer understanding of the content of a text. It essentially helps by enabling search engines to provide results to queries with a higher degree of accuracy.

M - Digital Marketing Terms

Meta-tags: This is information found in page headers previously used to aid in search engine optimisation to tell search engines what the page was about.

N - Digital Marketing Terms

Nofollow: A hyperlink that’s used to stop search engines from indexing a particular link on a site.

O - Digital Marketing Terms

Open Rate: This is a measure of how many people on an email list opens a particular email campaign.

Open Source Software: The license allows users to work on, edit and make better the source code.

Organic Listings: An alternative name for this is ‘natural’ listings which appear below the paid ads in search engine results.

P - Digital Marketing Terms

PayPerClick (PPC): This is an advertising system in which advertisers pay for each click on their ads.

Pixel tag: There is a that allows brands to collect information regarding who sees their advertisements and its performance.

Q - Digital Marketing Terms

Quality Score: This is Google’s rating of the quality and relevance of both your keywords and PPC ads.

R - Digital Marketing Terms

Robot.txt: A text file located on a website whose primary function is to indicate whether web-pages should be included or excluded in the index of search engines.

RSS: Known as “Really Simple Syndication”, this is a type of web feed which allows users to access updates to online content in a standardised, computer-readable format.

S - Digital Marketing Terms

Search Engine Optimization (SEO): The process of analysing the health, popularity of a website and providing solutions to ensure the best position of search engine results.

Search Engine Referral: The term is used to refer to a visitor who accesses a website after being linked to it from a listing of search engine results.

Soft Bounce: This indicate a temporary delivery issue to an email address.

T - Digital Marketing Terms

Traffic Acquisition: This is the process of attracting visitors often referred to as traffic to websites and landing pages.

U - Digital Marketing Terms

User Experience: Know also as UX, This is the overall experience of a person using a product such as a website or a computer application.

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Your Digital Marketing Coach!

Digital Marketing Strategist. The author of The Practical Digital Marketing Planner. Top 500 Social Media Influencer by Agilience. I work with small to medium size companies and entrepreneurs to develop a robust Digital Marketing Strategy so they can thrive online.

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