Make Your Mark Digital Marketing Glossary

Have you ever found yourself scratching your head trying to recall what a bounce rate means? Or you’ve wondered what MOFU stands for.

Digital marketing has its own vocabulary, acronyms and jargon that’s specific to the industry. Whether you’re new to the industry or a veteran, sometimes it can be difficult to recall the hundreds of terms that you should know, as well as to ensure that you’re using the correct term.

With that thought in mind, we at Make Your Mark have composed a list of digital marketing terms and definitions to help to remain fluent in the language of the industry. The list is in alphabetical order and will be updated as we discover more terms relevant to digital marketing.

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404 Error

404-error message is a Hypertext Transfer Protocol (HTTP) status code which indicates the server cannot find the requested website. In layman’s terms, a 404-error code means the website does not exist. Although there are other kinds of HTTP errors, 404s are the most common. 

301 Redirects 

301 Redirects are another kind of HTTP status code. 301 Redirect refers to the approach used to redirect visitors from one web page to another page permanently. 

302 Redirects

302 Redirect is used to redirect from one URL to another. The “302” is another type of redirect HTTP status code. 

A

A/B Testing 

A/B Testing is used to test web pages against text from an existing web page. A/B testing is used in e-newsletters, email subject lines, social ads, calls-to-action, and landing page copy. A/B testing is also referred to as split testing or bucket testing. With A/B testing, two landing pages are shown to a test group. Statistical analysis is then used to assess which one performs better. Through A/B testing marketing firms and departments can determine which version will provide the results you are looking to produce out of your claim. 

Ad Extensions

Ad Extensions are additional information added to a Google AdWords ad. Extensions expand your Google ad with more information, which gives visitors more reasons to select your business. Extension formats include call buttons, location information, links to specific parts of your website, pricing, reviews, additional text, and more. Lengthier ads increase ad visibility on the search pages and typically generate an increased click-through rate.

AdSense

A Google provided contextual advertisement service and is a popular way for websites to make money from advertisements,

Affinities

Affinities refers to Brand Affinity in social media marketing and are used to measure the interests of an audience. Brand affinity occurs when a consumer believes that they share a common value with a brand. Affinities are analyzed through social media monitoring tools to provide an insight into a customer’s thoughts and feelings, as well as their preferences.

Affiliate Marketing

The sharing of revenue between online advertisers/merchants and online publishers/salespeople. Compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a combination of various performance measures.

Alt Text (Alternative Text)

A commonly used term in HTML (Hypertext Markup Language. Alt texts basically provide alternative text when non-textual elements, typically images, cannot be displayed.

Analytics

The systematic computational analysis of data or statistics. Data retrieved from analytics is used for websites, as well as in social media and email campaigns. This data can be meaningful when discovering information such as visitors to a website, time spent on the site, pages viewed, demographics, and more.

Anchor Text

The clickable words in a hyperlink. Anchor text is used as a ranking signal to Google and is a part of SEO (Search Engine Optimization).

Automation

A software used by marketing departments and businesses to automate repetitive tasks.  

Autoresponder 

A program that sends an automatic form response to incoming emails.

Average Position

A statistic that describes how a marketer’s ad typically ranks against other ads. This rank determines in which order ads appear on the page.”  There are 10 positions on the front page of Google where ads can appear. Google scores on the marketer’s bid and keyword, ad, and website or landing page quality. The better the score, the better the ranking position for the ad.

B

B2B (Business to Business)

A business that sells products or provides services to other businesses.

B2C (Business to Consumer)

A business that sells products or provides services to consumers.

Backlink

A link that directs users on your website to another webpage. Backlinks are on the components of search engine optimization (SEO) and are used to determine a page’s relevancy, popularity, and ranking.

Banner Ad

A graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall. Buyers can secure placements at most sites, and publishers can accept ads from most advertisers.

Banner Blindness

The tendency of web visitors to ignore banner ads, regardless of if the ads contain information visitors could find useful.

Black Hat SEO

Unethical digital marketing or SEO strategies used to rank a website higher in search engine results page. The practice lowers the rankings of competitor sites and increases the rank of the unethical advertiser sites. Tactics used include mass directory link building, article spinning, and negative SEO like negative reviews left on a competitor. 

Blog

A regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style. Blogging is the content shared on a blog. Content can be written content, videos, images, or a combination of any or all these media forms. Business blogging is done with the intention of attracting leads and providing current clients or customers with valuable content to keep them as clients.

Bounce Rate

The percentage of visitors who leave a website immediately after landing on the page. In email marketing, the percentage of emails that are undeliverable.

Brand Awareness

The extent of consumer recognition of a brand and its products or services. Brand awareness is a primary consideration in consumer behavior, advertising management, brand management, and strategy development.  

Button Ad

A graphical advertising unit, smaller than a banner ad. Button ads come in a variety of sizes. Standard sizes are 120×90, 120×60, 125×125 and 88×31. 

Buzzword

A trendy word or phrase that is used more to impress than explain. Buzzwords may be a newly coined word, or an old word used in a new way.

C

Call To Action (CTA)

A marketing message that marketers use to prompt a response from consumers to perform a desired action. Very often CTAs are used to encourage consumers to take immediate action toward the purchase of their goods or services.

Chatbot

A computer program used to conduct conversations via auditory or textual methods. The primary purpose for chatbots is to provide consumers with immediate customer service or information. 

Click Maps

A graphic representation of website areas where visitors click. Click maps provide marketers with easier interpretation and analysis for tracking site data. 

Click-through Rate (CTR)

Click-through rate is the number of people that click on a link out of the total number of people who saw the email, social ad, or call-to-action (CTA) on a website page.

Contextual Advertising

A method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

Conversion Path

The series of events that are set up to move website or social media visitors down a path that converts them into a lead. 

Conversion Rate

The percentage of people who take the desired action on your website or social media ads. 

Crawler

An automated piece of software, commonly referred to as a bot, that scans websites. The crawler “crawls” through code and are also known as spiders. Search engines like Google use crawlers to locate new content and to evaluate web page quality for ranking purposes.

Customer Acquisition Cost

The cost associated with acquiring a new customer. Customer acquisition cost is calculated by dividing total acquisition expenses by total new customers.

Customer Experience

The quality of relationship between the customer and business consists of three parts: the customer journey, the customer and business interaction type (over the net, in person, on the telephone, etc.) and the customer environmental experience. A positive customer experience refers to a customer that is satisfied with all points of interaction/experiences with the business.

Customer Pain Point

A specific problem or issue that potential customers of a business are experiencing.   The main types of pain points include financial, productivity, process, and support pain points.

D

Demand Generation

An advertiser’s targeted efforts to create a brand, product, or service awareness. Demand generation is often used in B2B, business to government, and B2C sales cycles. 

Description Tag

An HTML tag used by web page authors to provide a description for search engine listings. Good description tags are important for optimization purposes and can determine how well a site will rank in the search engines. Search engines typically display 150 characters from the description tag. Description tags should also be specific and keyword rich.

Digital Marketing

Marketing techniques and strategies that use digital technologies. It is also used to describe online marketing practices such as SEO, CRO, PPC, blogging, web design, content marketing, and all other forms of online marketing. Internet streaming of video with advertisements can also be a form of digital marketing.

Digital Marketing Key Performance Indicators

The use of values to track and measure marketing campaign performances. Marketing teams create KPIs to plan future marketing strategies. Metrics and data are used to predict future campaign performances.

Digital Marketing Metrics

Data used to measure and track marketing campaign success. Data-driven digital marketing metrics include web traffic sources, cost per lead, brand awareness, returning visitors, website traffic leads, online conversion rates, customer lifetime value, and click thru rate.

Direct Traffic

A web page visitor or potential customer going directly to a webpage. Direct traffic is considered site visitors that reach a web page without clicking on an ad, being enticed by a CTA, or responding to an email, or some other form of previous advertisement. Google Analytics provides a summary of traffic, consumer behaviors, and conversions from organic, referral, paid email, direct and social.

Display Network

A system of websites and apps that allow marketers to display ads on their pages. Google AdWords is an example of a display network. Marketers can purchase ads, targeting consumers on the display network based on various criteria like keywords, topics, webpage placement and remarketing.

 Domain Name

The location of an entity on the Internet. While a good domain name can’t guarantee success, it can have a positive or negative impact on almost every aspect of online business.

Double Opt-in

The confirmation of a subscriber’s email address after entering their information to subscribe to an email list. Once the subscriber fills out a form to subscribe to an email list, they immediately receive an email to confirm their information.

E

Email Automation

A software that sends emails automatically. It uses defined triggers like consumer purchases and email submissions to send emails. Multiple automated emails can be created for use in a sequence. 

E-Commerce

Electronic Commerce. An E-Commerce business is an online retailer that sells products directly to consumers. 

Email List Segmentation

A marketing technique that splits or segments an email subscriber list. The technique is used for marketers to better focus their communications with their prospects and customers. With segmenting, a marketer can send more relevant emails specific to the people on their list.

Email Marketing

Promoting or bringing awareness to a brand, product or service via email to convert prospects and customers to sales. Email marketing allows marketers to target their prospects and customers with personalized information on their brand, goods, and services to market.

Email Spam

Unwanted, unsolicited email.

Engagement Rate

The percentage of followers or viewers that engage with a post or a published piece. Various factors influence engagement such as users’ comments, share, likes, etc.  Engagement rate is used frequently when analyzing social media.

Exit Rate

The percentage of visitors that visit a site that actively leaves from a specific site page to visit another site.

F

Facebook Ads Manager 

A Facebook tool that creates and optimizes Facebook social network campaigns. Marketers can create and run ads and target ads.  Facebook Ads Manager also offers the capability to see the ad performances and billing summary, payment history and payment method information.

Facebook Audience Insights

A Facebook tool that targets audiences, including aggregate information regarding demographics, geography, consumer purchase behavior and more. Facebook Audience Insights also provides businesses with a glimpse at trends about their current and potential customers across Facebook.

Facebook Messenger Bots

A software tool that uses artificial intelligence to communicate with customers. 

G

Geo-targeting

A method of detecting a website visitor’s location to serve location-based content or advertisements.

GIF

A Graphics Interchange Format (GIF) is a computer file format for the compression and storage of visual digital information. They are used as email signatures and in social media marketing as content.

Google Ads

A Google online advertising service. The service provides marketers with different strategies to reach their marketing goals, such as bidding on keywords to display ads to show in the Google search pages results or on Google’s network of partner websites.

Google Algorithm

A mathematical system that is designed for Google search engines to determine where websites will be positioned in the search result pages. Google updates the algorithm approximately 500 to 600 times per year or two times per day. Website positions can fluctuate from day to day.

Google Analytics

A Google software platform designed for marketers to analyze nearly all aspects of website users through the Google Marketing Platform. This includes website traffic, user metrics, conversions, historical data comparisons and the effectiveness of each marketing channel can be managed with the Google Analytics tools.

Google My Business

A Google platform that allows marketers to create a Google business page. Businesses can input information to appear in the search pages results, location searches and more. The company name and information, website link, hours of operation and reviews are also managed through the Google platform. 

Guerilla Marketing

Is an unconventional style of marketing intended to get maximum results from minimal resources.

H

Hard Bounce

A hard bounce is when an email immediately “bounces” back because the email doesn’t exist, is misspelled or is blocked. 

Hashtags

Hashtag refers to the symbol “#” that is used in social media. Hashtags are used for social media users to find content easily. 

Heatmap

Heatmap refers to a graphic representation of how visitors to a site interact while on the site. Heat mapping is a software that allows webmasters to track visitor clicks on a page, where they clicked on the page, how the visitors stroll a page and what they hover over while on a page. Heatmaps help businesses determine how visitors behave while on their site for optimization purposes. 

HTML Banner

a banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.

HTML Email

email that is formatted using Hypertext Markup Language, as opposed to plain text email.

House List (aka Retention List)

An opt-in list that is self-constructed over time. You typically provide a piece of valuable content for a person’s email address (and more). You can then market to, cross sell, upsell, and build a relationship with customers over time. 

HTTP

HTTP refers to the abbreviation for hypertext transfer protocol. The World Wide Web uses a protocol to define how data is formatted and transmitted. It also provides knowledge to web servers and browsers of necessary actions needed to be taken for command response. 

HTTPS

HTTPS is the abbreviation for hypertext transfer protocol secure. HTTPS is a more secure version of HTTP. HTTPS provides a protective barrier over HTTP as it is encrypted. With the added layer of security, personal information of consumers using an encrypted site is better protected.

Hyperlink

Hyperlink refers to an HTML code that is used to create a link from one webpage to another page. The HTML code often includes a highlighted word or image that will take a user directly to the location when the highlighted word or image is clicked.

I

Impression

Impressions are the number of times your content is displayed. 

Inbound Marketing

A marketing model whose sales performance relies on the initiative of its client base to find and purchase a product.

Incentivized Traffic

Visitors who have been compensated for visiting a site.

Influencer

The digital marketing term “influencer” is just what it sounds like, a person who has the power of influence over their social media audience. These are people you want sharing your content and interacting with your brand.

Instagram Advertising

Paid advertising on Instagram. Advertisers pay to have their ads displayed. Businesses can reach more targeted audiences. 

Instagram Stories
A story of a video or picture post or a series of photos and videos. Instagram displays the post with a colorful ring around the profile picture and users can tap it to read the member’s story. Once tapped, the picture or photo will appear in a row at the top of the followers’ feeds, and it can be tapped to read the story.

J

JavaScript

A scripting language used within web browsers for interactive effects that cannot be achieved with just CSS or HTML It can bring websites to life and provide visitors with exceptional site experiences.

K

Keyword

Keywords refer to a word, or phrase marketers use in page and marketing content. Google and other search engines recognize keywords in search browsers and SEO content. 

Keyword Density

Keyword density refers to the number of times/percentage a keyword appears on a webpage compared to the total word count of the page.

Keyword Phrases

A group of two or more words that are used to market and find information in search engines. Keyword phrases allow users and marketers to string words together to find more specific information

Keyword Research

A practice search engine optimization used by marketers to research alternative search terms Internet users type into their search engine browser when searching for information. 

Keyword Stuffing 

The overuse/abuse of keywords in a page is considered a tactic to manipulate search engines. 

Keyword Tags

META tag used to help define the primary keywords of a Web page.

L

Landing Page

A destination page a user is taken to after clicking on a link. They can be used to direct the flow of traffic throughout their site as well as for lead generation.

Landing Page Optimization

The process of improving elements on a website to increase conversions. 

Lead

A potential customer.

Lead Generation

Lead generation is the process for acquiring new leads.

Lead Nurturing

The processes of providing leads with valuable information about your industry, product, or service until they are ready to buy. 

Link Building

The act of increasing the number of outside sites linking back to your website (backlinks). 

Link Text

The text contained in, or sometimes near, a hyperlink.

Live Streaming

A real-time, live video broadcasted to an internet audience. 

Long Tail Keywords

A keyword phrase that is longer in length and is more specific in matching a user search query. 

O

On Page SEO

Optimizing individual web pages to rank higher in the search engines. Ranking higher most often equals to generating more traffic. 

Open Rate

The percentage of emails opened from the total that were sent. 

Opt-in (Subscribe)

The choice of a prospective customer to receive emails from a company by providing their email address.

Opt-out (Unsubscribe)

The choice of a person subscribed to an email list no longer wanting to receive email communication from a specific company and are removed from their email address from the list.

Organic Search

A traffic source to a website that results from non-paid search engine results. 

O

On Page SEO

Optimizing individual web pages to rank higher in the search engines. Ranking higher most often equals to generating more traffic. 

Open Rate

The percentage of emails opened from the total that were sent. 

Opt-in (Subscribe)

The choice of a prospective customer to receive emails from a company by providing their email address.

Opt-out (Unsubscribe)

The choice of a person subscribed to an email list no longer wanting to receive email communication from a specific company and are removed from their email address from the list.

Organic Search

A traffic source to a website that results from non-paid search engine results. 

M

Marketing Plan

The outlining of the strategies used in order to raise brand, product, or service awareness as well as product or service conversions.

Marketing Qualified Lead (MQL)

Prospects that have expressed some interest in your company by engaging with your content and then providing identification details that allow businesses to convert them into a known lead. 

Media Kit

A resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

Meta Descriptions

Provide a page description in 160 characters or less. A meta description is an essential webpage aspect as it is what appears in the Google search results as well as other search engine results.

Meta Tag

 Tags to describe various aspects about a Web page.

Mobile Advertising

The communication of products or services to mobile devices and smartphone consumers and includes everything from short message service (SMS) to interactive advertisements. They can also be banner ads, long text ads, audio ads, video ads, tagline ads, interactive video and TV ads, etc.

Mobile Page Optimization

Mobile SEO best practices that ensure a website is designed to account for various screen sizes and load times. 

N

Niche Marketing

A concentrated type of marketing used to target distinct audiences. The goal is to target smaller segments of the online population for more significant marketing results. 

No follow Links

A value that can be assigned to the attribute of an HTML link that communicates with web crawlers and search engines. It informs web crawlers and search engines that the link is not entitled to SEO equity and should not influence the rankings of the site. 

O

On Page SEO

Optimizing individual web pages to rank higher in the search engines. Ranking higher most often equals to generating more traffic. 

Open Rate

The percentage of emails opened from the total that were sent. 

Opt-in (Subscribe)

The choice of a prospective customer to receive emails from a company by providing their email address.

Opt-out (Unsubscribe)

The choice of a person subscribed to an email list no longer wanting to receive email communication from a specific company and are removed from their email address from the list.

Organic Search

A traffic source to a website that results from non-paid search engine results. 

P

Page Performance

An evaluation of on-page SEO, website traffic, CTA conversion rate, and contacts acquired.

Page Rank

The trustworthiness of a company’s site is determined by Google’s algorithm. 

Paid Advertising

Paid ad and publication placements, this includes PPC advertising, display ads, and branded content. Paid advertising is strategic marketing that builds revenue growth and brand awareness.

Pass Along Rate

The percentage of people who pass on a message or file.

Pay Per Click

An online advertising payment model in which payment is based solely on qualifying click-throughs.

Pay Per Lead

An online advertising payment model in which payment is based solely on qualifying leads.

Pay Per Sales

An online advertising payment model in which payment is based solely on qualifying sales.

Permission Marketing

Marketing centered around getting customer’s consent to receive information from a company.

Podcast

A series of audio or video files that are syndicated over the Internet and stored on client computing devices for later playback.

Position

Where a site is positioned in the search pages results for a specific query.

Pop Up Ad

An ad that displays in a new browser window.

Portal

A site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the Web or a niche topic.

Q

Quality Score

A Google AdWords’ rating specific to the quality and relevance of a PPC keyword in a campaign. 

Query 

Keywords and phrases that are typed into a search engine to search a topic. 

R

Rankings

The position of a website in the search engine results. Rankings are keyword specific. A site’s ranking can increase and decrease for different queries and search terms.

Reciprocal Links

Two websites that link to one another and are typically used to boost the ranking of both sites in the search engine results. 

Referral Traffic

A marketing method of leveraging customers, partners, or employees, and involves encouraging and rewarding customers to recommend products and services from consumer and B2B brands.

Relevance Score

A Facebook marketers score that is calculated on the positive and negative feedback that Facebook expects the ad to receive from the marketer’s target audience. 

Remarketing

A type of paid ad that is shown to consumers after having viewed the product or visited a website and is an attempt to keep the brand or product on the consumers’ minds and to get them back to their site to complete a purchase.

Return On Investment (ROI)

For a business to have a positive ROI, they must make more money on the campaign than they spend.

Robots.txts

A text file stored on a web site’s server that communicates to search crawlers. Indexing robots (crawlers) are “told” what files and folders can be viewed and files and folders that the webmaster restricts from viewing. 

Run of Network (RON)

An ad buying option in which ad placements may appear on any pages on sites within an ad network.

Run of Site (ROS)

An ad buying option in which ad placements may appear on any pages of the target site.

S

Sales Accepted Lead

A qualified marketing lead that reaches a sales team after the lead has been reviewed as a genuine lead and passed to the sales team for approval. 

Sales Qualified Lead (SQL)

A marketing qualified lead that is accepted by the sales team and is ready to be sold and is the most likely to purchase the company’s product or service.

Search Algorithm 

The rules and formula that search engines use to index and rank a web page. 

SEO (Search Engine Optimization)

A webpage or website means adjusting on-page and off-page SEO factors in order to improve the page’s ranking in search results.

Search Engine Marketing (SEM)

SEM refers to any search engine digital marketing. Second as well as paid search engine digital marketing. 

Search Engine Results Page (SERP)

The pages that feature a list of search results when an Internet user performs a browser search. 

Single Opt-In

When a subscriber doesn’t have to confirm their email address or information twice. Once they enter their contact information on a form, they are immediately signed up to the email list as a subscriber.

Social Listening

A brand monitoring digital marketing term that helps businesses understand what’s being said about its products or services in order to meet customers’ issues head on. 

Social Media Traffic

Social media traffic refers to a website, mobile site, or mobile app traffic from social media sites. This includes Facebook, Instagram, Twitter, and Pinterest. 

Social Networking

The process of creating, building, and nurturing virtual communities and relationships between people online.

Social Selling

A brand’s ability to engage potential customers on social media by answering questions, providing informative content, and resolving other issues, and in turn helping to move them along the sales funnel. 

Soft Bounce

When an email “bounces” back because of a problem with the server or other temporary issue. A soft bounce can reach its intended recipient if tried again and is not a permanent issue.

Spam

An unsolicited email.

Subject Line

The line of text that is shown in a subscriber’s email inbox before they even open the email and are used to give the subscriber a reason to open your email. 

T

Target Audience

Target audience refers to a specific group of people that is likely to be the most interested in a business’s product or service and to purchase. 

Text Ad

An advertisement using text-based hyperlinks.

Title Tag

A HTML tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.

TOFU (Top of Funnel Marketing)

TOFU stands for the top of the funnel and is the beginning of the buyer’s journey. 

Tracking Codes

The source code or script most often used in the header, footer, or thank you page of a website. Google AdWords and Analytics use tracking codes to track user site information.

U

Underdelivery

The delivery of less impressions, visitors, or conversions than contracted for a specified period of time.

URL

URL stands for Uniform Resource Locator. A URL is the location of a resource on the Internet.

Unique Value Proposition

The clear statement that describes the offered asset, the solutions to the customer’s needs, and what makes the company the best choice. 

User Interface (UI)

The means by which a user and digital device interact. 

User Experience (UX)

The manner a user interacts with a website or app, which helps businesses to improve conversion rates. 

UTM Tracking Code

UTM tracking code refers to a simple code that you can attach to a custom URL. to track the arrival source and campaign of their site visitors with Google Analytics.

V

Vertical Banner

A banner ad measuring 120 pixels wide and 240 pixels tall.

Video Marketing

A marketing strategy that integrates video with advertising.  It can consist of various types of promotion such as customer testimonials, how-to videos, interactive videos, live stream events, and video advertisements.

Viral

Content that is shared repeatedly because of its perceived informational or entertainment value. 

Viral Marketing

Marketing strategy facilitates and encourages people to pass along a marketing message.

Visits

A metric used to calculate the total site navigations of a visitor to a website. Visits can also be referred to as sessions. The metric is one that is important in digital marketing as it is used in conjunction with the conversion rate to understand a site’s performance better.

Vlog

A blog that publishes video content.

W

Webinars

An online seminar created to inform, train, or sell to an audience of net viewers interested in the brand, product, or service. 

Website Analytics

The analysis and reporting of web data to better understand website visitor behavior. Specific data is measured and analyzed for an informed understanding of user behavior across web pages. This includes the amount of time a visitor spends on a page, how many pages of a website site visitors visit while on the site, how long they stay on the site, and how they arrive at the site.

Web Browser

A software application that allows for the browsing of the Internet.

Web Design

The selection and coordination of available components to create the layout and structure of a Web page.

Web Hosting

The business of providing the storage, connectivity, and services necessary to serve files for a website.

Web Site Usability

The ease with which visitors can use a Web site.

White Hat Marketing

A marketing term used to describe ethical marketing practice and is typically used in search engine optimization terminology and refers to the usage of optimization strategies, techniques, and tactics that do not engage in unethical practices to manipulate the search engines. 

White Paper

An authoritative, in-depth, persuasive report on a specific topic with a problem and solution and are used to educate audiences about a particular issue or to promote a mythology.

Wireframe

A cursory layout drawing that acts as a “draft” of a web page in the design process. Wireframing requires experience and expertise in the web design field.

Workflow (Drip Campaign)

A series of events that slowly or quickly move a lead through a company’s lead nurturing process. A workflow could be a set number of automatic emails that are sent to prospects that take different actions, such as viewing a pricing page or scheduling a free consultation.

X

Extensible Markup Language (XML)

The abbreviation for extensible markup language. XML is most often used for computer data categorization and allows customizable tags for information markups for computers to better understand the information.

XML Sitemap

An XML document format that is used to categorize all relevant pages, files, posts, etc. of a website and is designed to help search engine crawler bots identify pages of a website. 

Y

YouTube

A video sharing website that was purchased by Google in 2006 and is currently part of Google’s ad network. YouTube is currently the most used search engine worldwide. YouTube provides video streaming and information as well as an advertising platform for marketers and businesses.

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