Stay on top of digital marketing jargon with this evolving glossary. Whether you’re just starting out or a seasoned pro, we’ve got you covered with clear definitions of key terms and acronyms. The list is in alphabetical order and will be regularly updated with the latest industry terms.
404 Error
A 404 Error occurs when a webpage can’t be found. It typically appears with the message, “Oops! This page doesn’t exist” or “Page not found.” This happens if a page has been deleted or the server can’t locate it. If it appears on your own site, it may be because a page was removed, but other sites or search engines still have the old URL linked or cached online.
301 Redirects
A 301 redirect automatically sends visitors from an old URL to a new one. It’s like filling out a change-of-address form when you move—users who try to access the old page will be redirected to the new one. This is typically used for permanent moves.
302 Redirects
A 302 redirect works similarly to a 301 but is temporary. It’s used when you need to send visitors to a new URL for a limited time, like during a promotion or temporary page update.
A
A/B Testing
A/B testing compares two versions of a webpage or other content to see which one performs better. A company will make a small change to a page (like altering a headline or redesigning it) and show both the original and updated versions to two different groups. Their responses are tracked to decide which version is more effective. A/B testing can be used for websites, emails, newsletters, and more, helping companies make decisions based on solid data instead of relying on guesswork.
Above the Fold
Content visible on a webpage when it first loads, before the user needs to scroll. It’s the first impression and often includes key information or calls to action.
ABM (Account Based Marketing)
A strategic marketing approach that focuses on identifying and engaging high-value accounts or companies as individual markets. ABM tailors campaigns to meet the specific needs of each target account, often aligning closely with sales efforts to drive better results.
Ad Extensions
Ad extensions are additional pieces of information that appear with your ads. They provide more context about your product or service, like a link to your reservations page, your business’s address, or a positive review. Ad extensions make ads more useful, and in this case, the more you add, the better.
Affiliate Marketing
Affiliate marketing is a performance-based partnership where one party promotes another’s product and earns a commission on the resulting sales. For example, a blogger might review a brand’s shoes and include an affiliate link. When readers click and buy the shoes, the blogger earns a commission. It’s a win-win for both the merchant and the marketer.
Algorithmic Marketing
Algorithmic marketing uses AI, algorithms, and data analytics to automate and optimize marketing decisions. It helps businesses make smarter choices by analyzing large sets of data, improving efficiency and personalization in campaigns.
Alt Text (Alternative Text)
Alt text is a description of an image that appears when the image fails to load. It also helps search engines understand and categorize the image. Be specific with alt text — if you have an image of a house, don’t just label it “house”; describe it in detail, like “white saltbox house with a red front door.”
Analytics
Analytics refers to the data collected from users who visit your website or interact with your content. It tracks things like time spent on pages, visitor demographics, or engagement with social media posts. Essentially, any measurable behavior online falls under analytics.
Anchor Text
Anchor text is clickable text that links to another page. For example, “click here” could be anchor text, but it’s better to be descriptive — like using “learn more about pet adoption” to link to a pet adoption page. Be intentional with anchor text so it clearly matches the content on the linked page.
Automation
Automation is the use of software to carry out tasks that would otherwise be manual. For example, instead of sending hundreds of emails one by one, email automation software allows you to send a personalized email to thousands of recipients in just minutes.
Average Position
The average rank of your ads on search engine results pages (SERPs). It helps measure ad visibility and performance, showing how well your ads are placed. A lower average position (closer to 1) generally means better placement and can lead to higher click-through rates and campaign success.
B
B2B (Business to Business)
A business that sells products or provides services to other businesses. Think Microsoft or Slack.
B2C (Business to Consumer)
A business that sells products or provides services to consumers. Think Amazon.
Backlink
A backlink is a link from another website that directs visitors to your site. It’s an important factor in SEO because search engines use backlinks to assess your site’s credibility and authority. It’s different from a regular hyperlink, as it involves external websites linking back to yours.
Banner Ad
Banner ads are digital ads displayed at the top, bottom, or sides of a webpage, often designed to grab attention with bright colors and bold text. These ads are a popular way for publishers to generate revenue — each click on the ad earns them a commission.
Banner Blindness
Banner blindness is the phenomenon where website visitors ignore banner ads, often without consciously realizing it, because there are simply an overwhelming amount of them on the internet.
Black Hat SEO
Black hat SEO refers to unethical tactics used to manipulate search engine rankings, such as keyword stuffing, buying backlinks, or link farming. These methods may get you ahead in the short term, but can lead to penalties or removal from search results by search engines like Google.
Blog
A blog is a section of a website where businesses share content to engage their audience, often providing helpful information, advice, or entertainment. Blogs are commonly written but may include videos, images, or other formats to keep content fresh and engaging.
Bounce Rate
Bounce rate measures how many visitors land on your site and leave without interacting with any other pages. In email marketing, a “bounce” means the email wasn’t delivered to the recipient.
Brand
The unique identity and perception of a company, product, or service. A brand is shaped by its name, visual design, messaging, and the experiences it delivers to its audience.
Brand Affinity
Brand affinity is the emotional connection consumers feel with a brand, often built on shared values or experiences. Brands foster this connection by staying engaged with their audience and consistently meeting their needs, creating loyal customers.
Brand Awareness
Brand awareness is the extent to which consumers recognize and recall a brand. Strong brand awareness means consumers immediately associate a brand with specific qualities or values, like how Apple is synonymous with innovation and style.
Button Ad
A button ad is a small, clickable ad, often placed on websites or apps. It’s like a mini banner ad and can be positioned anywhere on a page to encourage user interaction.
Buyer Persona
A semi-fictional representation of a business’s ideal customer, created using market research and real data. Buyer personas help businesses understand their audience’s needs, preferences, and behaviors.
Buzzword
Buzzwords are trendy, often overused terms or phrases meant to sound impressive but can come off as vague or meaningless. Examples include “synergy” or “pivot.”
C
Cache
A temporary storage location that stores frequently accessed data to improve website performance and speed. When a user visits a website, cached data (like images or HTML files) is saved, so it doesn’t need to be reloaded every time they visit the site.
CTA (Call to Action)
A CTA is a clear and direct instruction urging users to take a specific action, like “Buy Now” or “Sign Up.” It’s designed to prompt immediate engagement and is a standard tool for driving conversions on websites, emails, or ads.
Chatbot
A chatbot is a program that simulates human conversation, often used for customer support or answering questions. For example, Erica from Bank of America or ChatGPT are chatbots designed to interact with users efficiently.
Click Map
A click map visually represents where users click on a webpage, using heatmap colors (red for popular spots, blue for less popular). It’s a valuable tool for understanding user behavior and improving website design, like where to put buttons or links so that people will click on them.
CTR (Clickthrough Rate)
CTR measures how often people click on a link compared to how many saw it. For example, if 100 people view your ad and 10 click on it, your CTR is 10%. CTR is a key metric for ads, email campaigns, and landing pages to gauge performance.
Commerce Media
Commerce media is a type of digital advertising on retail websites that connects media impressions with consumer behaviors. By analyzing these connections, businesses can gain insights to refine target audiences, enhance content, improve customer experience, and drive higher sales.
Copy
Written content designed to persuade readers to take action, such as purchasing a product, subscribing, or engaging with a brand. It’s used in advertisements, websites, emails, and other marketing materials.
Content Hub
A content hub is a central resource or page focused on a key topic. It acts as the core of a content strategy, with internal links (the spokes) directing users to related articles or resources, creating a network of relevant content that supports the main theme.
CMS (Content Management System)
A platform that allows users to easily create, manage, and update website content without needing technical knowledge. Examples include WordPress, Magento, and Drupal.
Content Marketing
The strategy of creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. The goal is to drive profitable customer actions, such as purchases or brand loyalty, without directly promoting a product or service. Examples of content marketing include blogs, videos, infographics, and podcasts.
Contextual Advertising
Contextual advertising tailors ads to match the content of the webpage rather than targeting individual users. For example, a page about eyeglasses might display ads for Warby Parker or LensCrafters.
Conversion
When a user achieves a desired action, like signing up for a newsletter, downloading an app, or buying a product. It’s the goal of most marketing efforts.
Conversion Path
A conversion path is the journey a user takes to complete a desired action. It’s the digital version of a treasure map, guiding users step-by-step to your goal.
Conversion Rate
Conversion rate is the percentage of users who complete a desired action. For example, if 100 people visit your site and 5 buy something, your conversion rate is 5%. Higher rates mean your strategy is working, so aim to optimize.
CPC (Cost Per Click)
The amount an advertiser pays each time a user clicks on their ad.
CPL (Cost Per Lead)
The amount an advertiser pays for each lead generated through a campaign, typically calculated when a user submits their information (like a sign-up or contact form).
Crawler
A crawler (or spider) is a bot used by search engines like Google to scan and index websites. Think of it as a digital librarian gathering data to rank pages in search results based on relevance to what you put in the search bar.
CAC (Customer Acquisition Cost)
CAC calculates how much you spend to gain one new customer. Divide your total marketing expenses for a period by the number of new customers acquired during that time. For example, if you spend $10,000 on marketing and get 100 new customers, your CAC is $100.
Customer Experience
Customer experience refers to how customers perceive interactions with your brand, from product quality to service. A great customer experience builds loyalty and keeps them coming back, so make every interaction easy, memorable, and satisfying.
Customer Pain Point
A specific problem or frustration that customers face. Examples include high subscription costs, slow service, or confusing websites. Pain points generally fall into four categories: productivity, financial, support, and process. Addressing these effectively can set you apart from competitors.
D
Demand Generation
Strategies used to create awareness and interest in a product or service. It involves activities like content marketing, social media campaigns, and other outreach efforts that attract potential customers and drive demand.
Description Tag
A description tag is a snippet of HTML that summarizes the content of a webpage. It’s important for SEO as it appears in search engine results and should align with the page’s content to improve ranking and click-through rates.
Digital Marketing
Digital marketing is the use of digital channels—like the internet, social media, email, and mobile apps—to promote products or services. It encompasses a wide range of activities aimed at reaching customers online.
Digital Marketing Metrics
Digital marketing metrics are data points used to measure the effectiveness of online marketing efforts. Common metrics include conversion rate, bounce rate, clickthrough rate (CTR), and more, all of which help track user behavior and campaign success.
Direct Traffic
Direct traffic refers to visitors who come to your website by typing the URL directly into their browser or from bookmarks. It also includes traffic that can’t be traced to a specific source, like links from untracked emails.
Display Network
A display network is a collection of websites and apps where ads can be shown. It includes platforms like Google Ads, where advertisers can place visual banner ads across sites targeting specific users based on their behavior and interests.
Domain Name
A domain name is the unique address of a website (e.g., google.com). It’s essential for online branding and should be easy to remember and relevant to the business or service being offered.
Double Opt-in
Double opt-in is a process where users confirm their subscription to an email list by clicking a confirmation link in a follow-up email. It helps secure the subscriber’s consent and filters out bots or accidental sign-ups. The downside is that the extra step can turn people off from finishing the subscription process.
Drip Campaign
A drip campaign is a series of automated emails sent to potential or existing customers over a set period. It’s used to nurture leads, promote products, or guide users through a sales funnel without manual effort.
E
Email Automation
The use of software to send pre-scheduled, personalized emails to recipients without manual intervention. It saves time by handling tasks like welcome emails, follow-ups, and promotional campaigns automatically.
E-commerce
E-commerce is the buying and selling of goods or services online. It includes businesses that operate exclusively online as well as those with both physical and online stores.
Email List Segmentation
Email list segmentation is the practice of dividing your email list into smaller groups based on shared characteristics or behaviors. By grouping contacts—such as by demographics or purchase history—marketers can send more targeted, relevant emails to each group.
Email Marketing
Email marketing involves sending emails to a group of contacts to promote products, share updates, or build relationships. The key is balancing frequency to avoid overwhelming recipients while keeping them engaged with relevant content.
Email Spam
Email spam refers to unsolicited and often irrelevant emails sent to users, typically for marketing purposes. These emails are unwanted and usually not from trusted sources. Spam can flood your inbox and is often filtered by email providers.
Engagement Rate
Engagement rate measures how well your audience interacts with your content. It’s commonly used on social media and shows the level of interest through likes, comments, shares, and other interactions. A low engagement rate suggests your content needs improvement.
Ephemeral Content
Content that capitalizes on FOMO and is only available for a short period of time, encouraging users to actively pay attention to your content.
Exit Rate
Exit rate tracks the percentage of visitors who leave a webpage after viewing it, usually from the last page they visit during a session. Unlike bounce rate, a high exit rate on a page like a “Thank You for Donating” page is not necessarily a concern, as it signals users have completed their goal.
F
Facebook Ads Manager
Create and run your own ads on Facebook! Now that it’s rebranded, this handy tool is under what’s now called Meta for Business. You can also track your ad performance, and track billing and payments.
Facebook Audience Insights
This is how you stalk your fans in return. Audience Insights collects information from people who visit your page—things like demographics, geography, and more. Now that Audience Insights is under the umbrella of Meta Business Suite Insights, you can get data from Facebook and Instagram.
Facebook Messenger Bots
Remember chatbots? Facebook has them doing the customer service grunt work over FB Messenger.
Featured Snippets
These are special search results that appear at the top of Google search engine results pages (SERPs), providing users with a direct answer to their query. These snippets often pull content from a webpage, displaying it in a summary box, and are typically extracted from well-structured, high-quality content. Featured snippets can appear in different formats such as paragraphs, lists, or tables.
Funnel
A model that represents the stages a user goes through on their journey from initial awareness to taking a desired action, such as making a purchase. Common stages include awareness, consideration, and conversion, with the funnel narrowing as users progress.
G
Geotargeting
Geotargeting uses a consumer’s location to serve personalized content or ads based on factors like behaviors, interests, and demographics.
GIF (Graphics Interchange Format)
A GIF is a short, looping animated image often used to convey emotions or reactions. It’s a popular way to add some fun to emails and social media posts due to its eye-catching, looping nature.
Google Ads
Google Ads is an online advertising service where businesses create ads to appear in Google search results or across Google’s display network. It’s a key tool for driving traffic, generating leads, and increasing sales.
Google Adsense
Google AdSense allows website owners to earn money by displaying Google ads on their site. Google handles the billing and payments, so website owners can focus on creating content while earning revenue from ad impressions.
Google Algorithm
The Google algorithm is the system that determines the ranking of websites in search results. It uses various factors to deliver the most relevant and trustworthy content, and it is updated frequently to improve search accuracy and relevance.
Google Analytics
Google Analytics is a free tool for tracking website traffic, user behavior, and performance metrics. It provides valuable insights into how visitors interact with your website, helping you improve your content and marketing strategies.
Google My Business
Google My Business is a free tool that lets business owners manage their online presence across Google, including search results and maps. It helps businesses connect with customers and share important details like hours, location, and services.
Google Search Console
This is a free tool that enables you to monitor and maintain your website’s presence and performance in Google’s search results. You can use this tool to make sure Google can locate and crawl your website, solve indexing issues, and review traffic data and backlinks.
Guerilla Marketing
Guerrilla marketing is an unconventional, low-budget marketing strategy that aims to create a buzz through creative, surprising, and often unexpected tactics. It’s all about standing out and capturing attention in unique ways.
H
Hard Bounce
A hard bounce occurs when an email can’t be delivered due to an invalid email address (such as a typo or non-existent inbox). It’s a permanent failure, unlike a soft bounce, which might resolve later.
Hashtags
Hashtags are used on social media to categorize content and make it discoverable. They help users find posts on specific topics, but they should be relevant and not overused. For example, #MarketingTips.
H Tag (Header Tag)
HTML tags (H1, H2, H3, etc.) used to define headings and subheadings on a webpage. They structure content hierarchically and help search engines understand the importance of different sections, improving SEO.
Heatmap
A heatmap is a data visualization tool that uses color to show user interaction on a webpage. Red typically indicates high activity, while blue shows areas with less engagement, helping businesses optimize user experience and design.
HTML (HyperText Markup Language)
The standard language used to create and structure content on the web. It defines the elements of a webpage, such as headings, paragraphs, links, images, and other content types. HTML uses a system of tags to mark up text and structure the content so that web browsers can display it correctly. It is the foundation for building all websites.
HTML Banner
An HTML banner is an ad format built using HTML (Hypertext Markup Language). Unlike static banners, they can include interactive elements, animations, and more, and they are often faster-loading and more engaging.
HTML Email
An HTML email is an email formatted using HTML, which allows for rich media like images, videos, and custom fonts. It’s more visually appealing than plain-text emails but can take longer to load, and not all email clients support it.
House List (aka Retention List)
A house list is a collection of your current customers and subscribers, allowing you to send targeted emails like newsletters, promotions, and product updates. It’s a valuable resource for nurturing ongoing relationships.
HTTP (Hypertext Transfer Protocol)
HTTP is the protocol used to transfer data over the web. It’s the foundation for accessing websites by connecting the browser to web servers and requesting web pages.
HTTPS (Hypertext Transfer Protocol Secure)
The secure version of HTTP. It encrypts data between your browser and the web server, providing protection against potential threats like data interception.
Hyperlink
A hyperlink is a clickable link that connects one web page to another. It uses HTML code and is typically underlined or displayed in a different color. A hyperlink can link to any web page, document, or resource online.
I
Impression
An impression is when your content is displayed and has the potential to be viewed by someone.
Inbound Marketing
Inbound marketing focuses on attracting customers by providing valuable content and solutions to their problems. It’s about creating content that aligns with your target audience’s interests and needs, building trust, and nurturing long-term relationships.
Incentivized Traffic
Incentivized traffic refers to visitors who are drawn to your site by rewards or incentives, such as discounts, freebies, or points. While it can drive short-term traffic, relying too much on incentives may harm your credibility and long-term growth, as it may suggest your product isn’t compelling enough on its own.
Indexing
The process by which search engines (like Google) organize and store information from crawled web pages in their database, making it accessible for inclusion in search results.
Influencer
An influencer is a person with a large, dedicated following on social media platforms. Brands partner with influencers to reach their audience through sponsored posts, product placements, or collaborations, leveraging the trust influencers have built with their followers.
Instagram Advertising
Instagram advertising allows businesses to promote their products or services through paid posts on Instagram. These ads are often highly visual and integrated seamlessly into users’ feeds, making them effective for reaching a wide, engaged audience of online shoppers.
Instagram Stories
Instagram Stories are short-lived, 24-hour posts that can be photos or videos shared to a user’s profile. These posts appear at the top of a follower’s feed and are an effective way to engage audiences with temporary content, including promotions and behind-the-scenes looks.
J
JavaScript
JavaScript is a programming language that adds interactive elements to web pages. It powers features like dropdown menus, pop-ups, animations, and dynamic content updates, making the web more engaging and user-friendly.
K
KPIs (Key Performance Indicators)
KPIs are metrics used to track a company’s long-term performance and success in achieving its strategic objectives. They provide insights into areas like sales growth, customer acquisition, and operational efficiency, guiding key business decisions.
Keyword
A keyword is a specific word or phrase that users type into a search engine. Keywords are used by marketers to optimize their content, ensuring that it appears in relevant search results to attract more visitors.
Keyword Density
Keyword density refers to the percentage of times a keyword appears on a web page relative to the total word count. It helps judge how to keep content optimized for search engines without overusing the keyword.
Keyword Research
Keyword research is the process of identifying which keywords and phrases are most relevant to your target audience. Marketers use tools to analyze search volume, competition, and trends to find the best keywords for SEO and content strategies.
Keyword Stuffing
Keyword stuffing is the practice of overloading a web page with keywords in an attempt to manipulate search engine rankings. This outdated tactic can result in penalties, as search engines now prioritize quality content over keyword frequency.
Keyword Tags
Keyword tags are meta tags included in the HTML of a web page to indicate its main topics. Accurate keyword tags help search engines understand the content of the page, improving its visibility in search results.
L
Landing Page
A landing page is a standalone web page designed to capture attention and drive a specific action, typically tied to a marketing campaign (email, social media, etc.). It’s highly focused and tailored to a single objective, such as converting visitors into leads or sales. For example, Airbnb’s “become a host” page is a well-crafted landing page designed to get people to sign up.
Landing Page Optimization
Landing page optimization involves improving a landing page to boost conversions. Techniques include simplifying the layout, making the call to action clear, and using scarcity tactics like limited-time offers. The goal is to make the page as appealing and effective as possible for your target audience.
Lead
A lead is any individual who shows potential to become a customer. It could be someone who subscribes to your email list or interacts with your content. Essentially, it’s anyone who has shown interest in your product or service.
Lead Generation
Lead generation is the process of attracting potential customers to your business. It involves creating strategies—like content marketing, ads, and events—that capture interest and get people to take action, such as filling out a contact form or downloading an eBook.
Lead Nurturing
Lead nurturing is the process of building relationships with potential customers over time. This involves personalized emails, helpful content, and targeted offers, all aimed at guiding leads closer to making a purchase. It’s especially important when leads aren’t yet ready to buy but show interest in your brand.
Link Building
Link building is the practice of acquiring hyperlinks from other websites to your own. This helps improve your site’s credibility and visibility on search engines. The more high-quality backlinks you have, the better your chances of ranking higher in search results and driving more traffic to your site.
Link Farming
The practice of creating or using a network of websites solely to generate backlinks to a target website. These backlinks are typically low-quality and intended to manipulate search engine rankings. Link farming is considered a black-hat SEO tactic and can lead to penalties from search engines like Google.
Lo-Fi Content
This refers to content that has a more authentic, personality-driven feel to it. Think of content that feels less glossy and more unfiltered—content that feels more real and relatable.
Long Tail Keyword
A long tail keyword is a more specific search phrase, usually consisting of three or more words. These keywords target niche audiences, often with lower competition. For example, instead of just “climbing shoes,” a long tail keyword could be “best climbing shoes for beginners.”
M
MQL (Marketing Qualified Lead)
An MQL is a lead who has shown strong interest in your product, such as engaging with your content or requesting a demo. MQLs are considered more likely to become customers compared to other leads, making them prime candidates for targeted marketing efforts.
Media Kit
A media kit is a promotional package, usually digital, that provides essential information about a brand, product, or event. It’s used by marketers to generate press coverage, attract potential partners, or inform influencers. A good media kit makes it easy for others to understand and share what you’re offering.
Meta Descriptions
Meta descriptions are short text summaries (under 150 characters) of a web page’s content, often displayed in search engine results. While they don’t directly impact SEO rankings, they can influence whether someone clicks on your page, so make them concise and compelling.
Meta Tag
Meta tags are snippets of HTML code that describe a webpage’s content. They’re not visible on the page itself but help search engines understand the content. Some meta tags, like the meta description, can affect your page’s click-through rate, but most do not directly influence rankings.
Mobile Advertising
Mobile advertising refers to marketing campaigns specifically designed for smartphones and other mobile devices. With the dominance of mobile internet usage, being optimized for smaller screens and touch interfaces is a must.
Mobile Page Optimization
Mobile page optimization keeps your website fully functional and user-friendly on mobile devices. This includes adjusting layout, font sizes, and navigation elements for smaller screens. A mobile-optimized site is crucial to avoid losing visitors and potential customers.
N
Niche Marketing
Niche marketing targets specific segments of the market, often focusing on smaller, more defined audiences. This approach allows businesses to cater to the unique needs of a group, resulting in more meaningful engagement. For example, a company selling climbing shoes might target free solo climbers.
No Follow Link
A “no follow” link is an HTML tag that tells search engines not to consider a hyperlink when ranking a website. These links don’t pass on SEO value and are often used to prevent spam or direct traffic without affecting search engine rankings.
Non-Endemic Ads
These are ads shown on a retailer’s website from non-competing brands that share overlapping audience demographics.
For example, say you run an online bookstore and have ad space available for purchase. If you sell ad space to a company that sells handmade blankets and pillows, their ads would be considered non-endemic. This is because your online bookstore doesn’t sell blankets and pillows, but your audiences have overlapping interests.
O
Off Page SEO
Techniques performed outside of a website, such as link-building, social media engagement, and influencer outreach, to improve a website’s search engine rankings.
On Page SEO
On-page SEO refers to the optimization of elements on your website to improve its search engine ranking. This includes using relevant keywords, creating compelling meta descriptions and tags, improving content quality, and keeping your site user-friendly.
Open Rate
The open rate measures the percentage of recipients who open your email. It’s an important metric for understanding how well your subject lines and email list engagement work. A typical open rate ranges from 17-28%, depending on the industry.
Opt-in (Subscribe)
Opt-in refers to the process where a potential customer gives permission to receive marketing emails from a company. Commonly found on website checkout pages or sign-up forms, it’s a voluntary choice to join a mailing list.
Opt-out (Unsubscribe)
Opt-out is the process of unsubscribing from marketing emails, usually by clicking an “unsubscribe” link at the bottom of the email. It’s the opposite of opting in, and when done correctly, it should stop further email communication from that sender.
Organic Search
Organic search traffic is the visitors who come to your website through search engines like Google, without any paid ads. For example, if someone Googles your blog topic and clicks on your post, that’s organic search traffic.
P
Page Performance
Page performance measures how well a web page is performing in areas like load speed, search engine ranking, visitor traffic, and conversion rates. High page performance means the page is fast, ranks well, and encourages users to take actions like subscribing or making purchases.
Page Rank
Page rank refers to how a web page is positioned in search engine results. A higher rank means the page appears closer to the top of the results, increasing the likelihood of being clicked by users.
Paid Advertising
Paid advertising involves paying to display ads, such as banner ads or social media ads. These ads allow businesses to reach larger audiences and generate leads or sales through targeted campaigns.
Pass Along Rate
The pass-along rate measures how often people forward your content, such as an email or article, to others. It indicates how shareable and engaging your content is, which can help extend your reach.
PPC (Pay Per Click)
PPC is a form of online advertising where advertisers pay each time a user clicks on their ad. This model is used on platforms like Google Ads and social media.
PPL (Pay Per Lead)
PPL is a type of online advertising where advertisers pay only when a user becomes a lead.
PPS (Pay Per Sales)
PPS is a pricing model where advertisers only pay when a user makes a purchase after clicking on their ad. It’s common in affiliate marketing programs.
Permission Marketing
Permission marketing is a strategy that involves gaining consent from potential customers before sending them promotional content, such as through email subscriptions. This increases the likelihood of engagement and conversion because the audience has actively agreed to receive your messages.
Positioning
Positioning is the strategy a brand uses to define its place in the market. It focuses on how a product or service is perceived in relation to competitors. For example, Apple positions itself as a premium, innovative brand in the tech market.
Pop Up Ad
A pop-up ad is an advertisement that suddenly appears in a new window on a website, often interrupting the user experience. While they grab attention, pop-up ads are often considered intrusive and can be blocked by ad-blockers.
Portal
A portal is an online platform that serves as a central hub for a business’s marketing resources, data, and performance tracking. It often provides a one-stop shop for a marketing team’s needs, including assets and analytics.
Programmatic Advertising
A digital approach to purchasing digital ads that utilizes software instead of people. Compared to a more traditional purchase approach, programmatic advertising is much more efficient, less expensive, and ultimately more consistent and reliable.
Q
QR Code (Quick Response code)
A QR code is a square-shaped barcode that stores information such as URLs, contact details, or promotional codes. Scanning it with a smartphone camera instantly directs users to the associated content, making it a quick and efficient tool for sharing information.
Quality Score
Quality Score is a Google Ads metric that rates the relevance of your ad, keywords, and landing page on a scale from 1 to 10. A higher score means your ad is more relevant and likely to perform better in search results.
Query
A query is any search term or question that a user types into a search engine. For example, “How do I start a podcast?” is a query. All search engine traffic begins with a query.
R
Ranking
Ranking refers to where your website or page appears in search engine results. Rankings are determined by keywords, so you may rank high for one keyword but low for another.
Reciprocal Links
Reciprocal links are when two websites link to each other. This mutual linking can help boost both sites’ SEO rankings by showing search engines that they are connected.
Referral Traffic
Referral traffic is website traffic that comes from links on other sites or from customer recommendations. If someone shares your blog post on social media and someone else clicks on it, that’s referral traffic.
Relevance Score
Relevance score is a metric used in Facebook Ads that measures how well an ad is expected to resonate with its target audience. The higher the score (10 being the best), the lower the cost of running the ad.
Remarketing
Remarketing is a strategy that targets users who have interacted with your website or app but didn’t convert. It aims to bring them back with ads or emails, reminding them to complete their purchase or action.
ROAS (Return on Ad Spend)
A metric that measures the revenue generated from your ads compared to the cost of running them. It’s typically shown as a ratio, helping you assess the effectiveness of your ad campaigns.
ROI (Return on Investment)
ROI measures the profitability of an investment. It calculates the return you gain compared to the costs of an investment, typically expressed as a percentage. A positive ROI means you’ve earned more than you’ve spent.
Robots.txt
Robots.txt is a file placed on your website’s server to guide search engine crawlers on which pages they can or cannot access. It’s used to block search engines from indexing sensitive or irrelevant content.
RON (Run of Network)
RON refers to ads placed across a range of sites within an ad network without specific targeting. It’s useful for brand awareness but not for precise audience targeting.
ROS (Run of Site)
ROS is when ads are placed across different pages on a single website. While you can’t control the exact page, it’s good for increasing exposure on that site.
S
SAL (Sales Accepted Lead)
A SAL is a marketing-qualified lead (MQL) that has been reviewed by the sales team and deemed ready for further sales efforts.
SQL (Sales Qualified Lead)
An SQL is a lead that has been vetted by the sales team and is considered highly likely to convert into a customer. The sales process can now proceed more aggressively.
Search Algorithm
A search algorithm is the process a search engine uses to determine which pages to display in response to a user’s query. It considers various ranking factors, like relevance and authority.
SEO (Search Engine Optimization)
SEO is the practice of optimizing a website or content to rank higher in search engine results. It involves techniques like using relevant keywords, optimizing page titles, and improving user experience.
SEM (Search Engine Marketing)
SEM refers to both paid and organic strategies aimed at increasing visibility on search engines. It includes PPC, SEO, and more.
SERP (Search Engine Results Page)
A SERP is the page displayed by a search engine after a user submits a query. It includes organic listings, paid ads, and other relevant results like featured snippets.
Single Opt-In
Single opt-in is when a user enters their email and submits the form to subscribe to a mailing list, without needing to confirm their subscription via a follow-up email. It’s a quicker process but may have a higher chance of spam or invalid emails.
Social Listening
Social listening is the process of monitoring social media channels for mentions of your brand, competitors, or industry to gather insights on audience sentiment and preferences. It helps improve marketing strategies.
Social Media Traffic
Social media traffic refers to visitors who come to your website from social media platforms, such as Facebook, Twitter, or Instagram, usually via links posted on those sites.
Social Networking
Social networking is about engaging with your audience and building a community around your brand on social media platforms. It helps foster relationships and build trust with potential customers.
Social Selling
Social selling is the use of social media to connect with potential customers, build relationships, and ultimately drive sales. It involves engaging with your audience, answering questions, and providing value.
Soft Bounce
A soft bounce is an email that temporarily fails to be delivered due to issues like a full inbox or server problems. Unlike a hard bounce, a soft bounce can be retried successfully later.
Subject Line
The subject line is the first line of text in an email that summarizes its content. It’s crucial for capturing attention and encouraging recipients to open the email.
T
Target Audience
Your target audience is the specific group of people you aim to reach with your marketing efforts. It’s based on factors like demographics, interests, and buying behaviors, ensuring your campaigns are focused on the right people.
Text Ad
A text ad is an advertisement that consists only of text, without images or multimedia. It is often used in PPC advertising, such as Google Ads.
Title Tag
A title tag is an HTML tag that defines the title of a webpage. It’s a key SEO element because it helps search engines understand the page’s content and is displayed as the clickable headline in search results.
TOFU (Top of Funnel Marketing)
TOFU marketing focuses on attracting a broad audience at the beginning of their buyer’s journey. It’s all about raising awareness and generating interest in your brand or product.
Tracking Codes
Tracking codes are snippets of code placed on a website to track user behavior, such as visits, clicks, or conversions. These are used for analytics and optimizing marketing campaigns.
U
URL (Uniform Resource Locator)
A URL is the address of a webpage on the internet. It’s what you type into the browser’s address bar to visit a website, such as www.example.com.
UVP (Unique Value Proposition)
A UVP clearly communicates why your product or service is different from others and why customers should choose it. It answers the question: “What makes you stand out?”
UGC (User-Generated Content)
Content created by your audience rather than your brand, like reviews, social media posts, videos, or photos. UGC boosts credibility and trust by showing real people interacting with your product or service.
UI (User Interface)
UI refers to the design elements that users interact with on a device, like buttons, menus, or icons. It’s the space where users engage with the software, website, or app.
UX (User Experience)
UX refers to the overall experience a user has when interacting with a product or service, particularly a website or app. It focuses on the ease, satisfaction, and efficiency of the user’s journey.
UTM Tracking Code
A UTM tracking code is a parameter added to the end of a URL to track campaign performance, such as the source of traffic, the medium, and specific keywords. It helps marketers analyze the success of campaigns.
W
Webinars
Webinars are online seminars or presentations, typically focused on educational content. They allow companies to engage with an audience in real-time through video, audio, and interactive features.
Website Analytics
Website analytics track user behavior on a site, such as how users arrived, how long they stayed, and what actions they took. This data is crucial for optimizing user experience and marketing efforts.
Web Browser
A web browser is a software application that allows users to access and navigate the internet. Popular web browsers include Google Chrome, Safari, and Firefox.
Web Design
Web design is the process of planning and creating the visual and functional aspects of a website. It includes layout, colors, fonts, images, and navigation to achieve a good user experience.
Web Hosting
Web hosting is a service that allows individuals or organizations to store their website files on a server, making their website accessible on the internet. Without web hosting, a website cannot be live on the web.
Website Usability
Website usability focuses on how easy and intuitive a website is to use. It ensures visitors can navigate the site, find information, and complete tasks with minimal friction.
White Hat Marketing
White hat marketing refers to ethical marketing practices that follow rules and guidelines. It focuses on providing value and transparency rather than using manipulative or deceitful techniques.
White Paper
A white paper is an authoritative, in-depth report that addresses a specific issue, solution, or industry trend. It’s often used for lead generation or to educate readers on complex topics.
Wireframe
A wireframe is a simple layout or blueprint used during the early stages of website or app design. It outlines the basic structure and elements of the site, such as navigation and content placement, without detailed design.
X
XML (Extensible Markup Language)
XML is a markup language used to store and transport data in a structured way. It uses tags to define elements, much like HTML, but it’s more flexible and can be customized to fit different needs. Think of it like a recipe book where the tags are the instructions, helping the computer find and understand specific pieces of information.
XML Sitemap
An XML sitemap is a file that lists all the pages, posts, and content on a website. It’s used to help search engines understand the structure of a site and index it more effectively. You can think of it as a map for search engines, guiding them to the most important content on your site.
