The Ultimate Digital Marketing Dictionary 2021

The Ultimate Digital Marketing Dictionary 2021

Welcome to My Search Heroes’ Digital Marketing Dictionary. 

The digital marketing world, the internet and advances in technology come with whole new terminology. These terms can be extremely difficult to remember, especially if you’ve just started a business or are looking to engage a digital marketing agency and they are throwing all this jargon at you! Here are the common digital marketing terms explained…

Each definition attempts to answer:

  1. What does this term mean?
  2. Why does it matter to marketers?
  3. Why should it matter to you?

Digital Marketing Terms & Definitions

# A B C D E F G H I J K L M N O P Q R S T U V W X Y Z


301 Redirects – refers to the approach used to redirect visitors from one web page to another page permanently. Between 90 – 99% of link equity (ranking power) of the page is passed to the redirected page. The “301” is used to reference the HTTP status code for the type of redirect. With this type of code, the browser is redirected from one URL to another.

302 Redirects – refers to the approach used to redirect visitors from one web page to another web page temporarily. The “302” refers to the HTTP status code for the type of redirect. With this type of code, the browser is redirected from one URL to another.

404 Error – The HTTP 404, 404 Not Found, 404, 404 Error, Page Not Found or File Not Found error message is a Hypertext Transfer Protocol standard response code, in computer network communications, to indicate that the browser was able to communicate with a given server, but the server could not find what was requested.


A/B Testing – A/B testing refers to an uncomplicated way to test web page changes against text from an existing web page. The existing text is called the control, and it is compared to updated copy, called the variation. The ideal is to compare copy to determine which text is more effective. A/B testing is also referred to as split testing or bucket testing. The testing is a randomized experiment with two variables, the control and the variation to the controlled testing or experiment. Statistical analysis is used to determine which text performs better, measuring the impact of the changes on the metrics to identify positive or negative results.

Above the fold – the section of a Web page that is visible without scrolling.

Ad blocking – the blocking of Web advertisements, typically the image in graphical Web advertisements.

Ad Extensions – Ad extensions refers to additional information to a Google AdWords ad. This additional information can be in the form of the company address, callouts, pricing, reviews, click to call, site links, and app downloads. Lengthier ads increase ad visibility on the search pages and typically generates an increased click-through rate.

Ad Sequences – the act of scheduling particular advertisements in order and tailoring your next advertisement according to the user’s actions on the first advertisement, to increase conversions.

Ad space – The space on a Web page available for advertisements.

AdSense – a contextual advertisement service provided by Google.

advertising network – a network representing many websites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

affiliate – the publisher/salesperson in an affiliate marketing relationship.

affiliate manager – a person responsible for managing an online affiliate program for an affiliate merchant.

affiliate marketing – revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.

affiliate merchant – the advertiser in an affiliate marketing relationship.

affiliate network – a value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.

affiliate software – software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.

Algorithm – in digital marketing, the algorithm usually refers to the procedure that search engines go through, process and use to rank websites in Search Engine Results.

ALT text – HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed. Alt text refers to a word that is used in HTML (Hypertext Markup Language) to provide a textual alternative to visual information. The addition of the text to HTML code for images allows vision impaired website visitors information on the picture contents.

Anchor Text – Anchor text refers to the clickable words in a hyperlink. Anchor text is used in SEO practices as a ranking signal to Google. The hyperlink provides context linking the display to another document or site on the net. Search engine and users can collect information on the link’s destination via hyperlink information.

animated GIF – a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.

AR (Augmented Reality) – the integration of digital information with the user’s existing environment to enhance it. An example of this is the Pokémon Go app, where your avatar is overlaid on a real-world map and content.

autoresponder – a program that sends an automatic form response to incoming emails.

Average Position – Average position refers to a “statistic that describes how your ad typically ranks against other ads.” On a search page, Google AdWords has four top positions (1 – 4.)  Positions 1 – 4 appear at the top of the search results pages. Ad positions 5+ are displayed at the bottom of the search results page. Google determines ad position by ad rank. 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. Ads can vary from position to position throughout the day depending on high bids for the date and time. Google AdWords Tools allow marketers to analyze their ad’s average position.


B2B Digital Marketing – B2B digital marketing refers to digital technologies and strategies use to reach leads and convert customers. B2B is abbreviated for “Business 2 business.” B2B digital marketing methods allow marketers to focus on targeted, measurable, and interactive audiences. Products and services are promoted through different digital marketing methods like digital content marketing and social media marketing. This type of marketing is considered effective in building brand awareness, preference, and engage with prospects and customers. B2B digital marketing methods include search engine optimization, search engine marketing, influencer marketing, content marketing, e-commerce marketing, data-driven marketing, campaign marketing, content automation, social media marketing, direct email marketing, social media optimization, eBooks, display advertising and optical disks and games.

B2C Digital Marketing – B2C Digital Marketing refers to the abbreviation for “business to consumer.” B2C digital marketing refers to the tactics and best practices marketers use to promote products and services to consumers.  There are different ways to advertise online such as content marketing, banner marketing, and blogging. Businesses use B2C digital marketing to reach their consumer audiences.

Back End – the ‘behind the scenes’ part of a website that makes it run and is typically not visible to the user interacting with the website.

bandwidth – how much data can be transmitted in a time period over a communications channel, often expressed in kilobits per second (kbps).

barter – to exchange goods or services directly without the use of money.

beyond the banner – online advertising not involving standard GIF and JPEG banner ads.

Bing Advertising – Bing advertising refers to a Bing platform service. The service provides pay per click advertising on Bing, MSN, and Yahoo! search engines. Marketers bid on keywords and keywords phrases. Advertisers can create ads that focus on geographic regions, day and time, and demographics.

Bing Webmaster Tools – Bing webmaster tools refers to a free Bing service. The service provides webmasters the option to add websites to the Bing index crawler. The tools are categorized for easy reference. Each is designed to help marketers succeed in the Bing search pages results. To engage in the service, sign up is necessary. The tools include a personal marketer’s dashboard for easy view of site/s performance and to identify areas that need emphasis. The tools offer website owners an easier way to understand and analyze site performance through reporting tools, diagnostic tools, and notifications.

Black Hat SEO – Black hat SEO refers to an unethical digital marketer or SEO marketing methods used to rank a website higher in the search engine results page. The practice lowers the rankings of competitor sites and increases the rank of the unethical advertiser site/s. Spammy tactics are used that include mass directory link building, article spinning, and negative SEO like negative reviews left on a competitor. It is malicious marketing tactics for personal gain (higher website status.) Hacking competitors’ sites are also considered black hat SEO. Search engine providers like Google consider optimization tactics that are deceptive or do not conform to their guidelines to be black hat methods. Techniques used to increase a site’s search engine ranking that violate search engine guidelines. Examples of techniques that would be classified as ‘black hat’ include – keyword stuffing, using white text on white background (so that keywords are invisible) and adding unrelated keywords to content. Google will penalise websites using such practices.

Blog – a “weB LOG” is a diary or journal on a website which usually focuses on a specific subject/lifestyle and is regularly updated. A frequent, chronological publication of personal thoughts and Web links.

Bounce Rate – Bounce rate refers to a digital marketing term used in web traffic analysis. Marketers use bounce rate to calculate the percentage of visitors that leave their site before interacting on the page or viewing other web pages within the site. The formula used to calculate the bounce rate is the time a visitor spends on the site. The bounce rate provides marketers with insight into the effectiveness of the site. A high bounce rate lets the marketer know that loading time is slow, or the site does not engage its visitors. The Google Analytics Report allows website owners to calculate their site’s bounce rate. 1.) In web analytics, the percentage of visitors who leave after viewing a single page. 2.) In email marketing, the percentage of emails in a campaign that are undeliverable. The percentage of visitors to a website who leave the website after only looking at one page.

Brand Awareness – Brand awareness refers to the extent of consumer awareness (recall and recognition) of a brand and its related products. Brand awareness of a brand and its related products are built through various forms of advertising. Brand awareness is essential in business marketing practices as it measures the ability of consumers to recall a brand. Brand awareness is a primary consideration in consumer behavior, advertising management, brand management, and strategy development.  Consumers will not purchase unless they are aware of the product category and awareness of the brand within the category is present.

Brand Equity – Brand equity refers to the value of a brand name. The concept of brand equity is the better known the brand name, the more business the brand generates. A highly established brand name generates more business. Less recognized brand names generate less business. Consumers associate quality and brand. A recognized brand name tends to be a trusted name. With this concept, the equity is in the brand name.

Brand Loyalty – Brand loyalty refers to the positive consumer attitudes towards a brand and consumer commitment to the brand. Brand loyalty is a faithful relationship between consumer and/or the brand, products, or business, regardless of competitor’s actions or product changes. Consumer brand loyalty is displayed in different ways, including brand product purchases and positive word of mouth advocacy.

browser – (see Web browser)

burstable bandwidth – a hosting option that allows sites to use the available network capacity to handle periods of peak usage.

button ad – a graphical advertising unit, smaller than a banner ad.

Buyer Persona – Buyer persona refers to a semi-fictional character or characters used by marketers to represent different buyer types and scenarios. These characters are created from market research and real data used by existing customers and leads. Personas used to represent real type consumers and customers that might visit the site, purchase a product, use the product, etc., in a similar manner. Marketers can combine personas with market segmentation. Qualitative personas are constructed to represent specific segments. Negative buyer personas can also be created and used to describe consumers and customers that marketers would like to avoid.

buzzword – a trendy word or phrase that is used more to impress than explain.


caching – the storage of Web files for later re-use at a point more quickly accessed by the end user.

Call To Action (CTA) – Call to action refers to a digital marketing term. CTA is a design that marketers use to prompt a response from consumers. Marketers use CTA to encourage consumers to take immediate action toward the purchase of their goods or services. the part of a marketing message that attempts to persuade a person to perform a desired action.

Campaigns – specific marketing activities to drive engagement, conversions, traffic or revenue, that tie in with the company/brand/organisation’s overall goals. Want to know why some digital marketing campaigns fail? 

Canonical Element – A canonical element or rel=canonical refers to an HTML element that webmasters use to prevent duplicate content issues. The code RFC 6596 is added into the HTML head of a webpage. The code is used to alert Google crawlers of duplicate page content. The canonical (preferred) version of a web page is the original content of the page and is specified as part of search engine optimization credit to the webmaster. Duplicated content should point to the canonical to the source URL, providing SEO credit to the original source or website/page.

Captcha –  a challenge response test that determines whether a user is human or an automated bot. The captcha must be filled out for the form to be submitted, to prevent spam or other unwanted data through online forms.

CDN (content delivery system) – a system of geographically distributed servers designed to accelerate the delivery of web pages and files by routing user requests to the server that’s in the best position to serve them.

Chat Bot – Chat bot refers to a computer program used to conduct conversations via auditory or textual methods. The chat bot is also referred to as a chatterbot, talkbot, chatbot, and Artificial Conversational Entity. Chat bots hold conversations with humans via different means like web page chat windows. The primary purpose for chat bots is to provide consumers with immediate customer service or information acquisition. The programs are designed to simulate human behavior and response. The systems are both sophisticated and uncomplicated. Sophisticated systems process natural language. Uncomplicated system scan keyword input to provide database replies relevant to the keyword input. a software application that processes the text presented to them (usually over Facebook messenger or a website popup) and responds according to a set of rules or specific commands for the purposes of simulating a conversation with human users. 

Click Maps – A click map refers to a graphic representation of website areas where visitors click. For instance, your website may be a digital marketing e-commerce site that sells software and services. The site’s product and service pages categorized. Your click map will track user activity for images, text, buttons, and page elements visitors click for each page. Various tools are used to generate a click map. Click maps provide marketers with easier interpretation and analysis for tracking site data. The displayed data format will depend on the tool used to generate the click map.

Click Through Rate (CTR) – Click through rate refers to the number of consumers that click on an ad after viewing it. Marketers use the formula of dividing the number of ad clicks by the number of ad impressions (views.) The CTR concept is for marketers to gauge the effectiveness of their ads better. An ad high is views, and low in clicks is a sign that the ad lacks consumer appeal. the process of clicking through an online advertisement to the advertiser’s destination. The average number of click-throughs per hundred ad impressions, expressed as a percentage.

Clickbait  – something (such as a headline) designed to get attention and make readers want to click on a link. Often it is misrepresenting what the content will entail and the content will under-deliver.

CMS (Content Management System) –  a software tool that allows you to create, edit, and publish content. Usually the back end of a website is called a CMS, enabling us to edit what a user can see. WordPress and Shopify are examples of popular Content Management Systems.

Comment spam – irrelevant comments posted to a blog for the sole purpose of dropping a link to the spammer’s website.

Competitive Analysis – Competitive analysis refers to an analysis of a business and their competitive environment. In digital marketing, competitive analysis refers to the analysis of online competitors. This analysis includes competitor strengths and weaknesses. Marketers can also analyze their own strengths and weaknesses. Demographics & consumers marketplace desires, marketplace business strategies for position improvement, obstructing barriers that limit the marketer or business from entering new markets, and deterrents that prevent competitors and consumers from destroying the business’s place in the market.

Content Marketing – Content marketing refers to the creation and distribution of material online. For instance content, blogs, videos, and social media posts. Content marketing is created to provide users with information, so it does not explicitly promote a brand.

Content Upgrade – Content upgrade refers to bonus content provided to consumers in exchange for their email address. Content upgrades are considered unique in the manner that the emails are not used for a mailing list. They are to provide requested information offered through the site and specific to a topic or subject specific to the site or visitor interest.

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

Conversion Rate Optimization (CRO) – Conversion Rate Optimization (CRO) refers to a digital marketing branch. The branch goal is to increase web page/s conversion rates. The higher the page conversion rate, the more profitable the page. Marketers use strategies to dominate visitor behavior. Consumer psychology with marketing and web design is combined. The CRO of the two versions is tested with an AB test to determine which variation is more effective for higher conversion rates. Conversion rate refers to the percentage of website visitors that complete a site transaction. The transaction is termed the marketer’s predefined goal. A predefined goal can be considered a purchase or a visitor information request. For instance, 100 consumers visit a website and 10 purchase the website. The conversion rate is 10%.

Conversions – when a recipient of a marketing message completes the desired call to action. For example, if your marketing goal was for a user to click through an email and submit a form enquiry, this would be considered a conversion. These can vary depending on what your desired goal is. A click on a link, a visit to a landing page, a newsletter sign up, a view of a video or a product purchase could all be classified as conversions, based on your marketing campaign goal.

Copypasta –  text that is copied and pasted from somewhere and posted in a forum, usually from an unknown source.

cost per action (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

Cost Per Click (CPC) – Cost Per Click (CPC) is the dollar value a marketer spends for a pay per click campaign. Pay per click ads can be displayed among various search engine providers like Google and Bing. Google AdWords is Google’s ad service. Bing Advertising and Google AdWords require marketers to bid on keywords and keyword phrases. Each keyword and keyword phrase have a set dollar value. With keywords and keyword phrases that are high demand.

cost per lead (CPL) – online advertising payment model in which payment is based on the number of qualifying leads generated.

Cost Per Thousand (CPM) – Cost Per Thousand (CPM) in the digital marketing term represents the Roman numeral for 1,000. Marketers use CPM to measure the cost of an online ad per 1,000 impressions. Impression refers to the number of the ad’s display on a web page. Marketers can use CPM to bid on a keyword or keyword phrases. a common method for pricing online advertising. CPM is when a publisher charges per 1,000 impressions (or views) on one webpage. The “M” in CPM represents the Roman numeral for 1,000.

CPA (Cost Per Acquisition) – the average cost of a conversion in a paid marketing campaign, calculated by the total advertising cost divided by the number of conversions.

Crawler – Crawler refers to an internet bot (automated piece of software) that scans websites. The bot is a systematic program typically used to index sites. The crawler “crawls” through code. Crawlers can also be referred to as “spiders.” Google is a search engine that uses crawlers to locate new content and to evaluate webpage quality for rank scoring purposes.

CRM (Customer Relationship Management) – a strategy to manage a company’s interaction with their customers. A CRM system typically manages customer data and records every point of communication. You can then analyse your customers and focus on catering to their needs, customer retention and driving new customer acquisition.

CRO (Conversion Rate Optimisation) – the process of increasing the campaign goal actions of website visitors, such as filling out a form, purchasing products or whatever your marketing campaign goal is. This process involves understanding how users move through your site, what actions they take, and what may stop them from completing your campaign goals.

CSS (Cascading Style Sheets) – the language used to add style to documents created with HTML. CSS is used to create the page’s layout, colour, fonts, etc.

CTR (Click Through Rate) –  the percentage of visitors who click-through on a link to visit your website, calculated by dividing the number of clicks that your ad receives by the number of times that your ad is shown.

Customer Acquisition Cost – Customer acquisition cost refers to the costs spent leading up to a sale. In marketing, it is an important metric to calculate the actual value of the customer. Marketers use customer acquisition cost to determine the percentage of resources that can be profitably spent on a customer.

Customer Experience – Customer experience refers to the organization and customer relationship quality throughout the consumer/customer and business relationship. The interaction 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 Lifecycle – Customer lifecycle refers to the reach, acquisition, conversion, retention, and loyalty of a customer when considering, purchasing, using, and maintaining a brand, product and/or service loyalty.

Customer Lifetime Value (CLV) – Customer lifetime value refers to a marketer’s prediction of the net profit attributed to an entire future of a customer relationship. Marketers use the prediction model which can include examining data and information to sophisticated predictive analytics techniques use. The CLV can be complex, sophisticated, and accurate.

Customer Pain Point – Customer Pain Point refers to a specific problem or issue that potential customers of a business are experiencing.  Pain points are diverse and varied and likely unique to the potential customer. The main types of pain points include Financial pain points, productivity pain points, process pain points, and support pain points.


Data Mining – the practice of examining data in user databases and websites to find consumer behaviours that can be useful in online marketing.

Data Studio – a free tool from Google that lets users make custom reports with data from Google’s marketing services and external sources.

data transfer – The total amount of outbound traffic from a website*, typically measured in gigabytes (Gb).

Database – a database stores information like personal details, last interaction, contact information etc that can enable a business to keep in contact with their customers. Information can also be extracted for marketers to analyse buying habits and keep customers informed of upcoming marketing activities.

dedicated hosting – hosting option whereby the host provides and is responsible for the equipment. 

dedicated IP – an IP address dedicated to a single website. dedicating an entire server to the client’s websites.

deep linking – linking to a web page other than a site’s home page.

deep Web – (see invisible Web)

Demand Generation – Demand generation refers to an advertiser’s targeted marketing efforts to create a brand, product, and/or service awareness. Demand generation is often used in B2B, business to government, and B2C sales cycles. Marketers reach out to consumers and businesses through multiple marketing areas to create a solid foundation of programs combined with a structured sales process.

description tag – an HTML tag used by Web page authors to provide a description for search engine listings.

Digital Marketing – Digital marketing refers to a term used to associate marketing techniques with digital technologies like the Internet. The term is used for 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 Advertising – Digital marketing advertising refers to a term used to associate digital technologies with marketing. Marketers engage in digital marketing advertising to promote brand, products, and services. Most often, the term is referring to online and mobile phone marketing. Digital marketing advertising is often referred to as digital marketing.

Digital Marketing Attribution Models – Digital marketing attribution models refers to a marketer’s identification of specific user actions that reach the marketer’s goals. For instance, the steps that lead up to a sale. Marketers identify consumer actions and set a value on each action. Marketers can better visualize and understand consumer behaviors and the value of the steps that lead to a sale.

Digital Marketing Automation – Digital marketing automation refers to existing software designed to automate marketing actions. Marketers often automate repetitive tasks like email campaigns, social media, and other website actions. With marketing automation business tasks are more manageable and less time-consuming. Marketing automation allows online businesses to buy & sell and convert consumers to customers.

Digital Marketing Campaigns – Digital marketing campaigns refer to online advertising. Digital marketing campaigns can include various types of advertising like PPC and content marketing. Marketers strategically plan marketing campaigns to engage with consumers, convert sales, drive traffic to websites, and increase revenue. Marketing campaigns are used to reach company/marketing goals and include one or more digital marketing channels for campaign success.

Digital Marketing Channels – Digital marketing channels refers to digital advertising sources like search engines, websites, mobile apps, email, social media, etc. Digital technologies like the Internet are used to market goods and services. Digital marketing channels allow marketers to target audiences, build brand awareness, and increase sales.

Digital Marketing Dashboard – Digital marketing dashboard refers to a software that provides marketers with valuable information regarding their online marketing activities. Digital marketing activities span multiple channels. Dashboards focus on lead generation stats and progress made towards monthly goals.

Digital Marketing Funnels – Digital marketing funnels refer to a five-stage consumer buying process. The five stages include brand, product, or service exposure, discovery, consideration, conversion, and customer relationship- retention and loyalty. Exposure includes SEO, content marketing, banners, PPC, and a following/community. Discovery is when consumers find the brand, product or service. Consideration is when consumers begin to consider a purchase. Conversion is the purchase, and customer relationship is the marketer’s follow-up to create brand retention and brand loyalty. The completion of successful marketing funnels creates customer loyalty and repeat customers.

Digital Marketing Goals – Digital marketing goals refers to a term used for the specific, quantitative, and interactive marketing of products and services. The marketing engages digital technologies to identify and reach consumers. To convert consumers into customers, and to build brand and customer loyalty. With an increase in brand awareness, interaction with customers, and increased sales, marketers reach their goals.

Digital Marketing Key Performance Indicators (KPIs) – Digital marketing KPIs (Key Performance Indicators) refers to the use of values to track and measure marketing campaign performances. KPIs are part of a marketer’s marketing strategy. The values may be assigned to different areas of business, including productivity and financial structures. Marketing teams create KPIs to plan future marketing strategies. Business areas and target goals are prioritized to select indicators that will be most effective in building a marketing strategy. Metrics and data are used to predict future campaign performances.

Digital Marketing Metrics – Digital marketing metrics refers to a marketer’s or marketing team’s use of value to measure and track marketing campaign success. Marketers use various tools to track the campaign results. 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.

Digital Marketing Plan – Digital marketing plan refers to a structured digital marketing promotional plan. The plan is strategic and used to promote brand, products, and services. Digital technologies are used to promote to the marketer’s ideal audience for the best conversion rate

Digital Marketing Proposal – Digital marketing proposal refers to a brand, product, or service information and pricing provided to a consumer from a business or salesperson. A proposal is used in digital marketing to provide specific information and pricing on products and services a consumer or business is interested in purchasing. Proposals are used to lead up to a sale. Marketers or a salesperson will draw up a proposal that will include an expiration date, honoring their proposal for a specific timeframe.

Digital Marketing Qualified Lead (DMQL) – Digital marketing qualified lead refers to a consumer or business that possesses the characteristics and criteria that categorizes them as a possible sale. DMQLs show interest in the marketer’s brand, product or service. Interest may be obtaining information on a product through a marketer’s webpage. Marketers score leads, using a metric to determine the quality of the lead and where the consumer/business is in the buying cycle.

Digital Marketing Report – Digital marketing report refers to a report used by marketers to track essential metrics for campaign insight. Digital marketing reports help marketers to measure the strengths and weaknesses of their campaigns effectively. Marketers can include their goals and the efforts used to reach their marketing goals. Reports can include various data like the total marketing reach grew by x% and direct site traffic increased by x%. Charts and graphs are also used to show trends and context. Leads by source, page views, marketing reach, etc. can all be tracked and visualized. Marketing campaigns can be broken down by SEO, social media, PPC, and email marketing campaigns.

Digital Marketing Segmentation – Digital marketing segmentation refers to a marketing strategy of sub-grouping customers, consumers and prospects from a broad consumer or business market. Characteristics are used to classify the groups. Characteristics are based on shared characteristics like past purchases, requesting information on a product or service, common interests, lifestyles, etc. Dividing customers and consumers into segments allow marketers to better focus on high yield groups- customers, consumers and businesses that are likely to purchase and have higher growth potential.

Digital Marketing Services – Digital marketing services refers to a digital marketing company or provider. Digital marketing services are often called SEO services, companies, or providers. They are online marketing specialists to promote the businesses online through digital channels like websites, SEO, PPC, content marketing, and social media.

Digital Marketing Strategies – Digital marketing strategies refer to structured marketing plans. Marketers strategically plan their digital marketing campaigns using digital marketing techniques like PPC and content marketing for useful results. Digital marketing strategies are considered the marketing actions that help marketers achieve their marketing goals; and, online channels are used to reach those goals. Digital marketing channels include paid, organic, and owned media.

Digital Marketing Tactics – Digital marketing tactics refer digital techniques that are used to reach targeted audiences. Marketers use various techniques like building content & keyword rich websites, content marketing, and PPC campaigns to build brand awareness, and engage in social media. Digital marketing tactics include SEO, social media marketing, email list management, keyword/competitive analysis, reputation management, and article writing and blogging.

Digital Marketing Tools – Digital Marketing Tools:  Digital marketing tools refers to specific digital media- computer software technology that allows marketers to reach consumers with targeted, measurable communications. Digital marketing tools include SEO, interactive online advertisements, mobile marketing, opt-in email, and online partnerships like sponsorships and affiliate marketing. Web analytics are combined with the use of digital marketing tools and used to track and visualize campaign results, collect data, and inform marketers with users’ online activities, IP addresses and search keywords. With combining digital marketing tools and web analytics, marketers can use information collected to create a targeted marketing campaign better.

Direct Traffic – Direct traffic refers to a net user going directly to a webpage. In other words, the net user types a URL into their browser or uses a bookmark to access a site. 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, social, direct, etc. channels.

Directory – (see Web directory)

disintermediation – the elimination of intermediaries in the supply chain, also referred to as “cutting out the middlemen.”

Display Network – Display network refers to a network of websites and apps that allow marketers to display ads on their pages. Google AdWords is a display network that consists of over 2 million websites and reaches over 90 percent of net consumers. Marketers can purchase ads, targeting consumers on the display network based on various criteria like keywords and topics, webpage placement, and remarketing.

DNS (Domain Name System) – the system that translates Internet domain names into IP numbers.

Domain Authority – a search engine ranking factor used to measure the power of a domain name based on Age, Popularity, Size and other Search Engine Optimisation (SEO) factors. This measurement (scored between 1 – 100) represents how much authority a domain has, to help decide where it should appear in search results.

Domain Name – the unique name that identifies an Internet site. For example, ours is: location of an entity on the Internet.

doorway domain – a domain used specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main domain.

doorway page – a page made specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main content.

Double Geeking – when you use two computers at the same time.


E-Commerce – E-Commerce refers to Electronic Commerce. The term classifies online businesses. A common E-Commerce business is an online retailer that sells products directly to consumers. Computer networks are used to trade or facilitate trading in products or services.

Eating Your Own Dog Food – when a computer company uses its own software for internal projects.

Echo Chamber Effect – when a message within a network (such as a Facebook group) is passed around or shared, meaning the network of members are more likely to see the message again and again.

eCPM – effective cost per thousand impressions (technically, “effective cost per mille”).

EDM (Electronic Direct Mail) – an email used to target a large group of prospects, with the goal of building customer relationships and generating leads. Commonly in the form of a e-Newsletter or e-Bulletin.

Email Automation – Email automation refers to a marketing system that uses software to send emails automatically. The system uses defined triggers like consumer purchases and email submissions to send emails. Multiple automated emails can be created for use in a sequence. For instance, when a customer purchases a good. The marketer can send a “Thank you” email and keep the customer’s retention with sending Email automation saves marketers time and aids in the marketing funnel.

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

Email Lists – Email list refers to a collection of email addresses. Marketers use email addresses to target email campaigns. Typically, email lists are grouped by user classification. Classifying the email list allows marketers to focus on the type of communication with the consumer. For example, marketers can send one type/set of emails to prospects, while another type/set to customers. Classification allows marketers to better communicate with their prospects and customers.

Email Marketing – Email marketing refers to the use of 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 – Engagement rate refers to the percentage of followers or viewers that engage with a post.  In other words, engagement rate shows marketers/publishers how much people interact with their published piece. Various factors influence engagement such as users’ comments, share, likes, etc.  Engagement rate is a metric strongly used in analyzing social media. The term used for user interactions such as likes, shares or comments on a social media presence.

Enquiry – where a user has taken action towards showing interest in gaining an understanding about something, perhaps for a problem they need solved. For example, they might submit an contact form on your website or ask to be contacted on social media.

Event Marketing – Event marketing refers to the promotion of a brand, product or service through promotional events. The marketing includes direct interaction of representatives with consumers. Event marketing is considered part of experiential marketing and content marketing. Experiential marketing follows the process of corporate storytelling to grab consumer interest and engage the audience.

exclusivity – contract term in which one party grants another party sole rights with regard to a particular business function.

Exit Rate – Exit rate is a term used in website traffic analysis. In digital marketing, the exit rate is the percentage of visitors that visit a site that actively leaves from a specific site page to visit another site.

Extensible Markup Language (XML) – Extensible Markup Language (XML) refers the abbreviation for extensible markup language. XML is much like HTML- hypertext markup language in the way that it is most often used for computer data categorization. XML- extensible markup language allows customizable tags for information markups for computers to better understand the information.

ezine – an electronic magazine, whether delivered via a Web site or an email newsletter.


Facebook – a social networking site located at

Facebook Ads Manager – Facebook Ads Manager refers to a Facebook tool that marketers use to create and optimize Facebook social network campaigns. Marketers can create and run ads, target ads, and offers the capability to see the ad performances and billing summary, payment history, and payment method information.

Facebook Advertising – Facebook advertising refers to the Facebook ad network. Facebook users can market their brand, product, and/or service to reach consumers within the Facebook community. Facebook provides a range of ad types designed to be specific to the marketer’s goals. Facebook advertising is unique in the manner that audiences are made on vast demographic information from Facebook user information. Google and other ad networks use keywords.

Facebook Audience Insights – Facebook Audience Insights refers to a Facebook tool that marketers use to target audiences, including aggregate information regarding demographics, geography, consumer purchase behavior, and more. Facebook Audience Insights provides marketers with a look at trends about their current and potential customers across Facebook.

Facebook Business Page – A Facebook business page refers to a marketer’s business profile page on the Facebook social media platform. The page is similar to a personal Facebook page; only it is a business profile. Local businesses, online marketers, and entrepreneurs can create a Facebook business page to promote their brands, products, and services. Marketers can use their pages to post status updates, provide links, make comments, announce events, and display photos and videos.

Facebook Live – Facebook live refers to a basic feature that offers live streaming video capability to Facebook users. Facebook Live is designed to be simple to use. Users tap the live stream icon which allows live video broadcasting from their smartphone. Users can also leave a description for the event.

Facebook Messenger Bots – Facebook Messenger Bot refers to a piece software that uses artificial intelligence to communicate with customers. In other words, the bot understands the human language. Most often the intelligence is programmed to recognize keywords and phrases and responds accordingly. Automated bots have revolutionized customer service, marketing, and sales for the better as consumers can have immediate answers.

Fat Fingers – used to refer to clumsy typing typically resulting from one finger striking two keys at the same time.

favicon – a small icon that is used by some browsers to identify a bookmarked Web site.

favorite – (see bookmark)

Feature Snippets – Features snippet refers to a piece of website information pulled by Google to place in search results. The information is summarized and is designed to show quick answers to common and simple queries. Featured snippets refer to the display at the top of search results with a link to the source. Google programmatically pulls relevant information from an authoritative site. Featured snippets are most often displayed for question queries such as “What is _____?” a piece of information that Google pulls from a website and places directly into search results, to show quick answers to common questions (such as ‘who is……” or “how old is…”).

First Page –  When a site ranks on the first page of the Google search results.

first-mover advantage – a sometimes insurmountable advantage gained by the first significant company to move into a new market.

Flash – multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.

forum – an online community where visitors may read and post topics of common interest.

frames – a structure that allows for the dividing of a Web page into two or more independent parts.

freemium – a technique where a business offers a free basic product, giving the customer an option to use an advanced version for a premium cost.

frequency cap – restriction on the amount of times a specific visitor is shown a particular advertisement.

Front End –  the front end of a website is all the parts of a website that can be seen and interacted with by visitors.

FTP (File Transfer Protocol) –  the method of moving files between two Internet sites, using a software application called a FTP server .


Gating (Like Gate / Member Gate) – requires a user to like or share something to get access to content on a page or enter a contest.

GDN (Google Display Network) – is a network of over 1 million websites (outside of Google) which run Google text and display ads. These websites receive a small commission each time an ad is clicked.

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

GIF89a – (see animated GIF)

GMB (Google My Business) – a free tool for businesses and organisations to manage their online presence across Google, including Google Maps. This listing enables you to display information like opening hours, website, street address and business services.

Google Algorithm – Google algorithm refers to a mathematical system that is designed for Google search engines to determine where websites will be positioned in the search result pages. The algorithm is also referred to as the “Core” algorithm. Google updates the algorithm approximately 500 to 600 times per year or two times per day. With the update, website positions can fluctuate from day to day. Google’s actual algorithm is kept a secret so that webmasters and marketers cannot manipulate the system to gain higher rankings. Google does provide webmasters and marketers with guidelines on how to appear higher in the search result pages.

Google Analytics – Google analytics refers to a Google software platform. The Google-created software is 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 Data Studio – a free tool from Google that lets users make custom reports with data from Google’s marketing services and external sources.

Google Hummingbird – Google Hummingbird refers to an industry nickname given to the first extensive overhaul to the Google search algorithm. The overhaul was unique from that of Panda and Penguin as it changed the way Google interpreted user search queries completely. Before the update, users would mostly have search pages results based on specific keyword matching. Since the update, Google search users have a precise search based on their keywords search. For instance, a search for “how to steam vegetables without using a steamer” will provide results directly related to the search phrase. Before the update, the results may have included ways to steam vegetables in a steamer.

Google Instant – a feature of Google’s search engine that shows search results as the keyword query is being typed.

Google My Business – Google My Business refers to a Google platform that allows marketers to create a Google business page. Marketers can input information to appear in the search pages results, location searches, map packs, and more. The company name and information, website link, hours of operation, and reviews are also managed through the Google platform. Google My Business is ideal for local SEO campaigns as the company information appears in the Google Search Results when the company name is typed into the browser.

Google Panda – Google Panda refers to a Google algorithm update that was constructed to analyze better the quality of a website’s on page content. The Google Panda update was originally released on February 2011. Google continues to update the release periodically. The update determines if page and site content is relevant to queries. It also adjusts site rankings accordingly to the quality of page content. The algorithm is now assimilated to Google’s core search algorithm, and it includes the ability to assess content quality in real time.

Google Penguin – Google Penguin refers to a Google algorithm update. The algorithm update revamped search result queries to be more specific. The algorithm allows Google to determine a user’s location when a search is performed in the engines. For example, a user enters a search for “Starbucks.” The results pull the nearest Starbuck restaurants to the user’s location. The algorithm has a strong impact to generate local business and provide convenience for users.

Google Search Console – Google search console refers to a free Google tool available to webmasters. The Google search console was formerly known as Webmaster Tools. The Google search console includes various areas for marketers to analyze data and determine how their site is performing. Search console is different than Analytics as it does not measure traffic. The console provides a site’s visibility on search pages and indexability by Google crawler bots. Metrics search console measures CTR, the number of indexed site pages, and dead links, and more.

Growth Hacking – the use of technology and analytics in combination with product development to increase a company’s growth, focusing on lower cost marketing alternatives.

GSC (Google Search Console) – previously Google Webmaster Tools, it allows webmasters to optimise the visibility of their website and monitor indexing status. The tool can be used for submitting new content for crawlers, making sure Google can access your content and remove content you don’t want shown in Search Engine Results.

GTM (Google Tag Manager) – a tool that allows you to manage the tags and scripts on your website that send information to third parties (such as Google Analytics) without having to add multiple codes to your website.

guerilla marketing – unconventional marketing intended to get maximum results from minimal resources.

guest blogging – writing a blog post to be published on another blog as a temporary featured author.


Hashtags – Hashtag refers to the symbol “#” that is used in social media. Hashtags are used for social media users to find content easily. Hashtags are used for broad topics, detailed topics, and niches.

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 marketers to determine how visitors behave while on their site. Heat mapping assists in collecting visitor behavior data that allows them to better design and optimize their website. a graphical representation of data where varying degrees of a single metric are shown using colors.

hit – request of a file from a Web server.

house ad – self-promotional ad a company runs on their own site/network to use unsold inventory.

Hreflang Tag – Hreflang tag refers to a website’s HTML code that provides search engines with the spoken language of the page. For sites with pages in multiple languages, Hreflang tags are especially helpful. Hreflang tags help Google to place and display pages to specific audiences, such as a Spanish speaking audience.

.htaccess – a file that indicates which users can be allowed access to the files contained in a directory.

HTML – (HyperText Markup Language) – the coding language used to create documents for use on the Internet. HTML uses a variety of tags and attributes to create the structure and layout of a web page. refers to the abbreviation for hypertext markup language. HTML code sets are used for a web browser to know how to display a web page. Individual code within the HTML is called a tag or an element. HTML typically includes a starting and ending element/tag for markups.

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.

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. When a website is interested in a browser and the “search” button is clicked, the HTTP command is sent to the server. This command tells the server to locate the site and send the data for the user to be sent directly to the URL or site.

HTTPS – (Hypertext Transfer Protocol Secure) – is a variant of the web transfer protocol HTTP that adds a layer of security on the data in transit. Seeing a website with https assures the user that the website is secure and any data (such as credit card information) they enter will only be recognised by your computer and the server and cannot be captured by an outside source. The abbreviation for hypertext transfer protocol secure. HTTPS is a more secure version of HTTP. HTTP is used to define how data is formatted and transmitted across the net. 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.

hybrid model – a combination of two or more online marketing payment models.


impression – a single instance of an online advertisement being displayed. Impressions refer to a term used in Pay Per Click advertising. The term impression is used to represent the number of times a PPC ad was displayed to consumers. the number of times your advertisement is displayed. If one user sees the same advertisement 3 times, that is classified as 3 impressions.

Impression Share – Impression share refers to a term used in PPC advertising. The term represents a metric which represents a percentage of consumer ad views- the actual count of views of the ad over the possible times the ad could have been seen. For instance, if the PPC campaign’s impression share is 50 percent, then the ad has been shown 5 out of 10 possible times.

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 received some form of compensation for visiting a site.

Influencer & Influencer Marketing – an influencer is an individual who has access to a large audience and who has real or perceived authority, knowledge or position. Marketers use influencers by “borrowing” their credibility and familiarity to affect purchase decisions or sell a product to their large audience, usually by offering payment or free use of product or service to the influencer.

Instagram Advertising – Instagram Advertising refers to paid advertising on the Instagram platform. The advertising is paid advertising, meaning advertisers pay to have their ads displayed. Marketers can reach more significant and more targeted audiences. With Instagram advertising, marketers use images or videos with context for advertising.

Instagram Stories – Instagram stories refers to a story of a video or picture post. In other words, an Instagram member posts a picture or video with a story on their profile page. 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.

Instagram TV – Instagram TV refers to an Instagram features an app that allows users to share and view a video. Instagram TV format is like Instagram Stories with the difference being the length of content a user can upload. With Instagram TV, up to an hour of content and video can be uploaded and the videos will not be erased from the user’s account after 24 hours. Instagram TV is accessible either from the standard Instagram app or a separate IGTV app.

interactive agency – an agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.

interstitial – an advertisement that loads between two content pages.

invisible Web – the portion of the Web not indexed by search engines.


Javascript – Javascript refers to a scripting language. Javascript is used within web browsers for interactive effects that are difficult or impossible to achieve with just CSS or HTML. Javascript can be used for APIs, games, scrolling abilities, and more. Javascript can bring websites to life and provide visitors with exceptional site experiences.


keyword density – keywords as a percentage of indexable text words.

keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases.

Keyword Phrases – Keyword phrases refer to a group of two or more words that are used to market and find information in search engines. For instance, a net user wants information on digital marketing. The user types into their browser “digital marketing.” The search results pull digital marketing information and businesses. Keyword phrases allow users and marketers to string words together to find more specific information.

keyword research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).

keyword stuffing – the excessive, unnatural use of keywords on a web page for search engine optimization purposes.

Keywords – 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. For instance, a user types in a keyword to complete a search. Google recognizes the keyword and scans content related to the keyword. Marketers that focus on SEO are recognized in the search engines through their keywords.

Keywords 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.

Keywords Research – Keyword research refers to 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. Keywords relevant to their topic are researched and used to achieve better search engine rankings. Once a marketer finds a niche keyword, the marketer will expand on it to find more relevant keywords.

Keywords Stuffing – Keyword stuffing refers to the overuse of keywords in a page. Keyword stuffing is considered a tactic to manipulate search engines. The tactic is frowned upon, and marketers that engage in keyword stuffing can be penalized from Google or an algorithmic devaluation in a search.

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

Knowledge Gap – Knowledge gap refers to a hypothesis that knowledge like other forms of wealth is not always evenly distributed through a social system. In other words, sectors such as middle class and upper class will have more excellent knowledge of published media then the lower class. The “gap” is the gap in knowledge, lack of, or greater knowledge.


Landing Page – Landing page refers to a destination page a net user is taken to after clicking on a link. Marketers use landing pages to direct the flow of traffic throughout their site as well as for lead generation. a web page created specifically for the purposes of a marketing or advertising campaign. For example, if a visitor clicks on an Google Ads ad, they would “land” on a specific page relevant to the ad and with the specific goal of driving conversions for that campaign.

Landing Page Optimization – Landing page optimization refers to the process of improving elements on a website to increase conversions. Landing pages are a key component of Internet marketing. The landing page is designed to provide information and generate sales or capture leads. Marketers often use landing pages in paid marketing campaigns.

Latent Semantic Indexing (LSI) – LSI refers to the abbreviation for latent semantic indexing. Latent semantic indexing is a method of search engine indexing that creates a liaison between words and phrases to structure a better understanding of a text’s subject matter. LSI provides search engines with the capability to provide better results to queries.

lead magnet – a specific deliverable that is offered to prospects in return for contact information, typically to join an email list.

Lead Nurturing – Lead nurturing refers to a potential customer in the sales funnel. The consumer is considered a lead because he or she has shown interest in the business or brand. Through the consumer’s interest/communication in the product or service, the intent to purchase is present. Communication includes a call, online form fill, or email.

Leads – Lead refers to a potential customer in the sales funnel. The consumer is considered a lead because he or she has shown interest in the business or brand. Through the consumer’s interest/communication in the product or service, the intent to purchase is present. Communication includes a call, online form fill, or email. A lead is a business opportunity where the user has taken action to express specific interest in the purchase of a product or service.

like-gate – a barrier requiring a user to “Like” a brand’s page before they can access certain content from that brand on Facebook.

linkbait – a piece of content created with the primary purpose of attracting inbound links.

Live Streaming – Live streaming refers to the real-time, live video broadcasted to an internet audience. To live stream, an Internet-enabled device is necessary. Internet devices include desktops, laptops, tablets, and a broadcasting platform.

Local SEO – Local SEO refers to local search engine optimization. Local search engine optimization is similar to search engine optimization as it is to create visibility website or webpage visibility in the organic search engine results pages. Marketers use local SEO to market their business locally. In other words, local SEO is used to help businesses promote their products and services to local customers.

log file – file that records the activity on a Web server.

long domain name – domain names longer than the original 26 characters, up to a theoretical limit of 67 characters (including the extension, such as .com).

Long Tail Keywords – Long tail keywords refers to a keyword phrase that is longer in length and is more specific in matching a user search query. A long tail keyword is not searched as often as short keyword phrases; however, when searched it has a higher search intent. For marketers, long tail keywords are advantageous as, most often, there is less competition using the keyword.

Lookalike Audiences – Lookalike audience refers to an option for marketers to target audiences with the Facebook advertising service. Marketers can use email lists or Facebook fans, etc., and from the list, the marketer provides, Facebook will sort out common characteristics among its members to display the marketer’s ad.


managed WordPress hosting – web hosting optimized specifically for WordPress, where the hosting company assumes many of the routine maintenance tasks.

manual submission – adding a URL to the search engines individually by hand.

Map Pack / Local Pack – the section of Google search results pages which features businesses listed on a local map. Google will display a list of physical locations they deem most relevant to the keyword search term. Map pack refers to Google search results page that features a section that includes three businesses listed in a local map section. The map pack is displayed when a search query for a local intent, a “near me” search, or general business is performed. Map pack is a map knowledge that includes the first three results of local businesses for a query.

Marketing Automation – software that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns. This technology automates repetitive tasks such as emails, social media posting, and website actions. the use of software to automate repetitive tasks related to marketing activities and connect different parts of the marketing funnel.

marketing plan – the part of the business plan outlining the marketing strategy for a product or service.

Meatspace – the physical world as opposed to the virtual “internet” world.

media kit – a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

Meta Description – the description in the search engine result that summarises the content of a web page. This snippet describes the page content for the benefit of users and search engines. If not composed by the website owner, the search engine will compose it from the first lines of text on the page. Meta descriptions refer to a meta tag that provides 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 Keywords – Meta keywords refer to a specific type of meta tag that appears in a webpage HTML code. The meta keywords are used to help search engines to understand the webpage topic. Meta keywords appear in the source code of a page and not on the visible page.

meta search engine – a search engine that displays results from multiple search engines.

META tag generator – tool that will output META tags based on input page information.

Meta Tags – Meta tags refers to HTML snippets added to a web page’s code for web crawlers and search engines to better recognize the page content. Metadata is used for search engines to help decide relevant information from a webpage to display in search results. Meta tags include various page information such as when that page was published, the page author and title, and image descriptions. tags to describe various aspects about a Web page.

Mobile Advertising – Mobile advertising refers to the communication of products or services to mobile devices and smartphone consumers. Mobile advertising includes everything from short message service- SMS to interactive advertisements. It is marketing that targets mobile device users according to specific demographics. Mobile advertisements can be banner ads, long text ads, audio ads, video ads, tagline ads, interactive video and TV ads, etc.

Mobile First Index – Mobile first index refers to the Google ranking of mobile content for indexing and ranking. With mobile first indexing, Google predominantly uses the mobile version of the content for indexing and ranking a site. In the past, the index primarily used the desktop version of a page’s content when scoring the relevance of a page to a user’s query. Today, a majority of Web users access Google through their mobile devices. The index mainly crawls and indexes mobile version of a page’s content going forward.

Mobile Page Optimization – Mobile page optimization refers to mobile SEO best practices to ensure a website is designed to account for various screen sizes and load times. In other words, it is an optimization that provides a full view of a website on any size screen.

moderator – at a forum, someone entrusted by the administrator to help discussions stay productive and within the guidelines.

Modules – a piece of software (e.g. templates, functions), that can be combined with other modules to construct a more complex software, to use when building your website. Think of modules as pieces of lego!

mousetrapping – the use of browser tricks in an effort to keep a visitor captive at a site, often by disabling the “Back” button or generated repeated pop-up windows.

multivariate testing – a method in marketing research where multiple variables in a control scenario are simultaneously changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.


netiquette – short for network etiquette, the code of conduct regarding acceptable online behavior.

network effect – the phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.

Niche Marketing – Niche marketing refers to a concentrated type of marketing.  It is strategic marketing that is used to target distinct audiences. The idea of niche marketing is to target smaller segments of the online population for more significant marketing results. Marketers identify the needs, wants, and requirements of a group of consumers to target the consumers strategically.

Noindex – a directive used to tell search engines to not include that particular page in its list of search results. You would usually use a noindex on pages that you don’t want a user to find unless they are directly told about it, for example a promotion page, an employee only page or a goal completion ‘thank you’ page.


Off-page – off page optimisation or off-page SEO are actions taken to improve a website’s popularity outside of your own website. This is the number of quality links you have pointing to your website and having your website mentioned as much as possible with guest blogging, social media and influencer marketing.

On Page SEO – On page SEO refers to the practice of optimizing individual web pages to rank higher in the search engines. Ranking higher most often equivalates to generating more traffic. Keyword and phrase base for more relevant traffic. On page SEO is referring to the content and HTML source code of a page that marketers can optimize for better search ranking and results. On page optimisation or on-page SEO are actions taken within an actual website to improve its position in search engine results. This is includes internal and external linking strategies, metatags and keyword placement within content.

Opt-in – used in e-mail marketing, when the recipient of the email has expressly consented to receive it. There are strict guidelines in place in Australia and Europe for how this is conducted. Read here for more information about the recent GDPR enforcement regarding opt-ins.

opt-in email – email that is explicitly requested by the recipient.

opt-out – (1) type of program that assumes inclusion unless stated otherwise. (2) to remove oneself from an opt-out program.

Organic Listing – listings on search engine results pages that appear because of their relevance to the search terms. The best way to improve a site’s organic listing position is to implement white hat SEO techniques on the website. In contrast, non-organic (paid) search results appear because a monetary bid was made on the search terms.

Organic Search Traffic – Organic search traffic refers to a traffic source to a website that results from non-paid search engine results. Google and other search engines use various factors to rank websites for search engine results. Ranking factors include organic SEO. Organic SEO includes content marketing, blogging, press releases, reviews, social media, and backlinks. the unpaid entries in a search engine results page that were derived based on their contents’ relevance to the keyword query.


Page Speed – Page speed refers to a Google Inc. family of tools. The tools are designed to help aid in website performance optimizations. The four main components of page speed are Page Speed Module, Page Speed Insights, Page Speed Service and Page Speed Chrome DevTools extension. Each of the tools is constructed to recognize any issues in a site’s compliance with Google’s best practices and to automate the adjustment process.

Page View – each time a user visits a web page. request to load a single HTML page.

pagejacking – theft of a page from the original site and publication of a copy (or near-copy) at another site.

PageRank – a process that used by Google Search to rank websites in their search engine results. PageRank was used by Google to measure the authority of a webpage. It was generally believed that the number of quality of inbound links to a website was a significant factor to increase your PageRank score.

pass-along rate – the percentage of people who pass on a message or file.

Pay Per Click (PPC) – Pay per click refers to Google, or Facebook paid advertising. Marketers pay to display ads on the platforms; however, they are only charged a percentage of their investment when the ad is clicked. For instance, Google AdWords is Google’s PPC advertising platform. Marketers bid on keywords. When a bid is excepted, the marketer’s ad will appear in the paid search results or on websites across Google’s network. When the ad is clicked, the marketer will be charged for the click. The amount charged is the keyword bid amount or less.  online advertising payment model in which payment is based solely on qualifying click-throughs.

pay per lead (PPL) – online advertising payment model in which payment is based solely on qualifying leads.

pay per sale (PPS) – online advertising payment model in which payment is based solely on qualifying sales.

payment threshold – the minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.

PayPal – an online payment service that lets its users make purchases and receive payments via a user-defined email address.

Penalty – Penalty refers to an infraction issued to webmasters for breaking Google guidelines. Webmasters receive the infraction through Search Console and can be as serious as site removal from search engine results. Google requires that the issues be fixed before the penalty is lifted. Once the penalty is lifted, there is no guarantee that a site will return to its previous rankings in the search results. A penalty can also refer to an algorithmic penalty. An algorithmic penalty is a misnomer; meaning, the site may be performing poorly due to an issue discovered by Google’s algorithm. An algorithm penalty is considered a ranking problem, not a Google penalty.

permission marketing – marketing centered around getting customer’s consent to receive information from a company.

Phishing – the attempt to obtain private information such as usernames, passwords and credit card information using fake emails from trustworthy sites.

Pinterest Advertising – Pinterest advertising refers to Pinterest social media ad service. The social media platform provides marketers with the option pay to displays ads. Pinterest ads look like regular Pins only they are displayed to a broaden Pinterest audience. Pinterest users, also called Pinners, can save pins to various boards to revisit later. When the pin is a promoted pin, the user’s followers will also see the ad in their feeds.

Pinterest Marketing – Pinterest marketing refers to marketing on the  Pinterest social media platform. Advertisers place images on the platform and users, called “Pinners,” save the pins that contain links, descriptions, and images on various boards for later use. Marketers can upload “pins,” which contain images and links for consumers to discover their products via the social media platform. Pinterest has over 200 million active users. Of Pinterest users, 98 percent claim they try new things they discover on Pinterest. Studies also show that 39 percent of Pinterest users are more likely to be active shoppers than non-pinners; and, spend approximately 29 percent more than shoppers that do not use Pinterest.

Pixel – a small unit of measurement of an image, with thousands of individual pixels forming what the eye sees as one smooth image.

Plugins – a piece of software that adds a specific feature to a program to customise it.  For example, you may have a “forms” plugin on your website that enables you to keep a record of form entries. Click here to see our top 5 free WordPress plugins.

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

pop-under ad – an ad that displays in a new browser window behind the current browser window.

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 (Web portal) or a niche topic (vertical portal).

Position – Position refers to the Google search results placement. The position is where a site is positioned in the search pages results for a specific query.

premium WordPress theme – a theme coded for the WordPress content management system that costs money.

Private Blog Network (PBN) – PBN refers to the abbreviation for a private blog network. PBN is known as a link network. The private blog network is a collection of private websites that link to one another. PBN is not an approved Google SEO tactic as the networks are built with the intent to manipulate search engines by adding links to a website’s link profile.

Prospect – a person regarded as likely to become a potential customer. Read our guide on how to position your product to find your ideal customer here.


Qualified Lead – this is a lead judged more likely to become a customer compared to other leads. This user is further down the sales process, having now been identified as having a real potential to purchase.

Quality Score – Quality score refers to a Google AdWords’ rating specific to the quality and relevance of a PPC keywords in a campaign. Google scores on the content/ad copy, the landing page quality and relevance, and the expected click-through rate.  Marketers benefit from a high-quality score as it helps in ad auctions, meaning a high score can result in a higher ad ranking in the search results and lower campaign costs.

Queries – Queries refer to a term used for an Internet user that types keywords and phrases into a search engine to search a topic. An example of a query is typing “How to find local mechanics” into a search engine. The results would be on how to find local mechanics and local mechanics.

Quora – Quora refers to a question and answer website. The site is a community with users being the community and can ask, answer, edit, and organize questions. In other words, the site allows users to participate in the asking and answering as well as theb editing questions from other Quora users.


Rankings – Rankings refers to a general term associated with the position of a website in the search engine results. A site is never “guaranteed” to be in a top position or the last pages of the search engine results. SEO and site quality influence the position of a site greatly. A ranking is specific to a keyword, so a marketer/webmaster can have a website with keywords that rank on the first page of the search results and some that don’t. A site’s ranking can increase and decrease for different queries and search terms.

rate card – document detailing prices for various ad placement options.

Re-Engagement – a strategy used to bring previously engaged contacts back into active engagement with a brand, often with a promotional campaign targeted to their interests.

Reach – the total number of individuals who see your advertisement.

rectangle ad – any one of the large, rectangular banner sizes suggested by the IAB.

Reddit Marketing – Reddit marketing refers to an online platform that allows marketers to network with the submission of links, content, and to carry on conversations with Reddit users. Marketers can create branded AMAS- Ask me anything, create Reddit ads, and get involved in the site. Reddit is a community of entrepreneurs, businesses, and individuals that seek information about a variety of interest. Reddit marketing is for marketers that want to reach eager individuals through community involvement, advertising, and being the master of their niche with questions and answers. Reddit is the fourth most visited site in the US.

Referral Traffic – Referral Traffic refers to a marketing method of leveraging customers, partners, or employees. Entrepreneurs, consumers, customers, and partners are referred to a personal and professional network to promote or engage with a product or service. Referral marketing is a trusted marketing strategy, and it involves encouraging and rewarding customers to recommend products and services from consumer and B2B brands.

Rel=canonical – is an element that prevents duplicate content issues by specifying the preferred version of a web page. In a nutshell, the rel=canonical tag tells search engines that the specific URL is the one they should look at when duplicate content is an issue.

Relevance Score – Relevance score refers to 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. In other words, Facebook scores the ad based on their prediction of the ad’s performance. The greater expectations of an ad, the higher the ad’s relevance score will be. Ads are scores between 1 and 10 with 1 being the lowest score an ad can receive.

Remarketing – Remarketing refers to a type of paid ad that is shown to consumers after having viewed the product or visited a website. When a consumer visits a site, a “cookie” collects data and it is stores data of the visit in the visitor’s browser. When a visitor visits another site or is surfing the net, the cookie can allow remarketing ads to be displayed. Remarketing ads are attempts to keep the brand or product on the consumers’ minds and to get them back to their site to purchase the goods or services.

rep firm – ad sales partner specializing primarily in single-site sales.

Responsive Web Design – Responsive web design refers to a website creation that adjusts page content to the screen size or device to be displayed accurately. In other words, a complete and correct visual display of the page content is accurately shown regardless of the screen size of the device. With responsive web design, a website “responds” to the screen size of the user’s device and will adjust the site’s content and images to fit the screen perfectly.

Retargeting – a type of paid ad that allows advertisers to show specific ads to previous website visitors, and “follow” them around the world wide web as they browse other websites, to try and get them back to the website and complete a website goal.

return days – the number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.

Return On Investment (ROI) – ROI refers to the abbreviation for Return on Investment. For an advertiser to have a positive ROI, the advertiser must have a higher revenue for the campaign than their campaign out of pocket expenses. In other words, a marketer must make more money on the campaign then they spend. the ratio of profits (or losses) to the amount invested.

rich media – new media that offers an enhanced experience relative to older, mainstream formats.

ROBOTS.TXT – a file that says to a search engine crawler “do not search” all or certain parts of a website that you want to keep private, therefore stopping it from appearing in search engine results. Robots.txt refers to 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. Robots.txt can keep a webmaster’s indexed pages limited to pages they wish.

run of network (RON) – ad buying option in which ad placements may appear on any pages on sites within an ad network.

run of site (ROS) – ad buying option in which ad placements may appear on any pages of the target site.


Sales Accepted Lead – Sales accepted lead refers to 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. In other words, a sales accepted lead is a lead that must be reviewed and identified as meeting the defined standards for a qualified lead and then passed to the sales team for them to approve the lead. The BANT method is often used to qualify a sale. BANT stands for budget, authority, need, and timeframe.

Sales Cycle – Sales cycle refers to the process of a business/company selling to a consumer. It refers to each activity associated with closing a sale. The steps used are not specific. Each company can have a set of steps and activities they use in the sales cycle. However, each step works to close the sale. The average sales cycle is the length of time from the first knowledge of the prospect such as a lead to closing the sale. The sales cycle typically has seven steps- knowledge, prospecting, approach, needs assessment, presentation, close, and follow up.

Schema Markup – Schema markup refers to an HTML code that is added to the website HTML to provide search engines with better relevant information regarding a business, place, person, product, or thing. Schema markup is also referred to as structured data or rich snippets.

Search Algorithm – Search algorithm refers to the process used by an algorithm to locate specific data among a collection of data.  Search engine algorithm is the rules and formula that search engines use to index and rank a web page. A search algorithm is also referred to as a search engine algorithm.

search engine – a program that indexes documents, then attempts to match documents relevant to the users search requests.

Search Engine Marketing (SEM) – SEM – Search Engine Marketing:  SEM refers to the abbreviation for search engine marketing. SEM refers to two types of digital marketing. First, SEM refers to any search engine digital marketing. Second, SEM refers to paid search engine digital marketing. Most often, when SEM is referred to it is referring to the second, paid search engine marketing like PPC campaigns. SEM is the use of paid advertising listings on search engines in order to drive user traffic to your website. Commonly known as Google Ads (formerly known as Google AdWords) and Bing Ads, you can usually see these paid listings at the very top of the search results with a little “Ad” symbol next to them. They appear because advertisers are bidding on certain search queries, like in an auction, stating how much they are willing to spend to have someone click on their ad. When a user enters a search query, the search engine determines whether keywords match the query and enters the ad into the auction. The ad is then only shown when the bid amount is sufficient and when the ad has a high “Quality Score” (a metric that determines whether your ad is relevant to the search query).

Search Engine Optimization (SEO) – Search engine optimization refers to the abbreviation for search engine optimization. SEO is a marketing strategy to enhance search results and build brand awareness. SEO marketing uses different methodologies like content marketing, link acquisition, and technical and code improvement. SEO is organic marketing meaning that it does not involve paid channels like PPC. the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search. SEO is the practice of designing web pages so that they rank as high as possible in search engine search results like Google, Bing and Yahoo. It is a complex activity that involves optimising elements of your website, as well as getting high quality links from other websites, to get the search engine’s algorithm to favour your website pages over competing ones, for certain search queries relating to the topic and nature of your website.

Search Engine Results Page (SERP) – SERP refers to the abbreviation for search engine results page. Search engine results pages are the pages that feature a list of search results when an Internet user performs a browser search. For instance, an Internet user types “Starbucks” into their browser. The search engine results pages show local Starbucks. shorthand for a page of search engine listings, typically the first page of organic results. a list of search results that is returned to the user after they submit a search query.

search engine spam – excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.

search engine submission – the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

Search Engines – Search engines refer to a software system that is developed with the intent to search for information on the World Wide Web. Search engine results displayed when a web browser search is performed. For instance, a web user types “Starbucks” into their search browser. The search engine results are displayed in pages and provide Starbuck results to the user. The information can be a mix of web pages, images, and other file types. Information is indexed, and when a search is performed, it pulls relevant information per the keyword search to show the results. Google, Bing, and Yahoo are the most well-known search engines.

Search Network – Search network refers to a group of websites that allows ad displays. For instance, Google’s Search Network is a group of both Google and non-Google websites that partner with Google to display ads. Advertisers typically pay to have their ads displayed across the network.

Search Operator – Search operator, also referred to as a search parameter, refers to a character or string of characters used in a search query to narrow search results.  In other words, a character or string of characters causes the action of gathering relevant information for the search query and display the results in the search engine results pages. Typically, web pages displayed in the search results pages contain both the word or phrase preceding it and the word or phrase following it.

Search Queries – Search queries refer to a Web search query that Internet users enter into their search browser to perform a web search. Keywords and keyword phrases are used for the search engine to pull relevant information to be displayed. There are three types of search queries:  Navigational, informational, and transactional queries.

search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.

self-serve advertising – advertising that can be purchased without the assistance of a sales representative.

Session Recording – Session recording refers to the capability to record the onscreen activity of any user session hosted from a VDA for Servicer QS or Desktop QS. Sessions recording can be performed on any type of connection, subject to corporate policy and regulatory compliance. Sessions recording records, catalogs and archives sessions for later playback.

Sessions – Sessions refers to a measurement of action. In web analytics, a session, or site visit refers to the time a visitor spends interacting on a site.  In Google Analytics, a session is a metric that measures visitor site interaction which Google defaults to 30 minutes. Sessions also refer to operational analytics and provision of user-specific recommendations. The two most common methods to define a session is time-oriented approaches based on user activity and navigation based approaches based on a chain of requested pages.

shopping cart – software used to make a site’s product catalog available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.

sig file – a short block of text at the end of a message identifying the sender and providing additional information about them.

Sitemaps – the visual outline of the pages that make up a website. Like a book’s table of contents, a sitemap makes it easier for a search engine spider to see, crawl through and index your website pages.

skyscraper ad – an online ad significantly taller than the 120×240 vertical banner.

Skyscraper Technique – Skyscraper technique refers to a system for turning content into quality backlinks. Skyscraper technique is created by Backlinko’s Brian Dean and used to generate more traffic. With skyscraper technique, marketers research popular trends, topics, and well-received pieces of existing content specific to the topic areas of their business. The marketer then writes new and informative pieces that communicate a similar message. Once the pieces are published, the marketer reaches out to net users that have linked out to similar content for acknowledgment of their piece. This technique can work well as there is an existing demand on the topic, the audience is primed, and a ranking potential exists.

Slidedecks – Slidedecks refer to a presentation that explains something in step by step process. A slide can be a single page or a group of slides which is referred to as a slide deck and used for presentation purposes. Typically, a presentation program like Microsoft PowerPoint is used for the presentation.

Slug – the portion of a URL that comes after the that denotes a specific page or post on a website. For example: – ‘blog’ is the slug.

SMM (Social Media Marketing) – social media marketing techniques help a business increase brand exposure and broaden customer reach to gain traffic. This can be done by establishing a presence on social media platforms, producing shareable content, encouraging customer feedback and advertising to specific target audiences.

Social Media Traffic – Social media traffic refers to a website, mobile site, or mobile app traffic from social media sites. In other words, the visitor is directed to the site from a social media platform. Social media platforms include Facebook, Instagram, Twitter, and Pinterest. When an ad or link is clicked from a social media site, the user is directed to the site, and their visit is considered social media traffic. Social media traffic can result from paid or organic advertising.

social networking – the process of creating, building, and nurturing virtual communities and relationships between people online.

spam – inappropriate commercial message of extremely low value.

splash page – a branding page before the home page of a Web site.

sponsorship – advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

SSL (Secure Socket Layer) – a protocol to enable encrypted, authenticated communications across the Internet. HTTPS is HTTP (HyperText Transfer Protocol) plus SSL.

stickiness – the amount of time spent at a site over a given time period.

Structured Snippet – these are Google Ads ad extensions you can add to your paid search advertisements that highlight specific aspects of your products and services.

super affiliate – an affiliate capable of generating a significant percentage of an affiliate program’s activity.

surround session – advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.


Target Audience – Target audience refers to a specific group of people with shared characteristics that meet a marketer’s buyer personas. In other words, they are the audience that is likely to be the most interested in a marketer’s product or service and to purchase. Typically, a target audience is defined through demographic information.

Technical SEO – Technical SEO refers to website and server optimizations that are performed to aid search engine crawlers to crawl and index a site. Technical SEO helps crawlers, also called spiders, to more effectively read and score and index a site. Technical SEO does not involve any content part of a website; however, if done correctly, it will boost the content, helping it to be found easily.

text ad – advertisement using text-based hyperlinks.

Time On Page – Time on page refers to the amount of time a website visitor spends on a page or website. Time on page is a Google Analytics tool that uses timestamps to record when pages are loaded. Timing users time a page was opened and the exit time equivalates to the time on page or website.

Title Tag – Title tag refers to an HTML element that identifies a specific page topic. Title tags are displayed on search engine results pages as the clickable headline for a search. Title tags are essential for SEO, usability, and social sharing. A title tag should be descriptive and feature the marketer’s main keywords with an accurate and informative description of the page content. 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. displayed in the tab bar of a web browser and as the clickable title in search engines, the title tag describes the specific topic of a web page.

top 10 – the top ten search engine results for a particular search term.

Top Of Funnel Marketing – Top of funnel marketing refers to the top of the sales funnel. Marketers publish content at the top of the funnel to reach prospects. Various channels are used like:  Social media, blogs and websites, SEO, online ads, video marketing, and influencer outreach. Top of the funnel goals for marketers is to drive brand awareness and generate sales.

Tracking Code – a script that passes information along to data gathering tools like Google Analytics and Google Ads so they can track information about visitors who view a site. Tracking code refers to source code or script most often used in the header, footer, or thank you page of a website. The tracking code communicates information to software tools for data gathering purposes. Google AdWords and Analytics use tracking codes to track user site information.

trick banner – a banner ad that attempts to trick people into clicking, often by imitating an operating system message.

Troll – slang for users who post upsetting comments in an online community with the intention of provoking the readers.

Twitch Advertising – Twitch advertising refers to marketing on the Twitch interactive platform. Twitch is renown as a gamers’ platform. The site provides marketers with standard IAB display and video media as well as native and custom ads. The site reaches over 50 percent of the millennial males in America. Advertisers can create ads that interact with Twitch gamers and users.

Twitch Live Streaming – Twitch live streaming refers to streaming video on the Twitch interactive platform. To live stream, Twitch recommends users have no less than an Intel Core i5-4670 processor, 8GB of RAM and Windows 7 or newer. Twitch Live streaming primarily focuses on video game live streaming, including broadcasts of eSports competitions. Users can also live creative stream content, music broadcasts, and “in real life” streams.

Twitter Promote Mode – Twitter promote mode refers to an “always on, amplification engine” which boosts tweets and profiles automatically. For marketers, Twitter promote mode is consistent for attracting and reaching more followers.

two tier affiliate program – affiliate program structure whereby affiliates earn commissions on their conversions as well as conversions of webmasters they refer to the program.


UGC (User Generated Content) – content such as posts, blogs, photos and videos which are created by users about a brand or product and not by the business themselves. This content is publicly available to other users. Also is referred to as consumer generated media (CGM).

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

Unique Value Proposition – Unique value proposition, also referred to as a unique selling proposition, refers to the clear statement that describes the offered asset, the solutions to the prospect’s or customer’s needs, and what makes the company the best choice. A unique value proposition should be displayed on all marketers landing pages.

Unique Visitors – Unique visitors refers to a Web Analytics metric used to show the number of different, unique visitors to a website over a specific period. IP addresses are used to track unique visitors. Multiple visits by the same visitor will not be considered a unique visitor. Only the visitor’s first visit to a website classifies them as a unique visitor.  individuals who have visited a Web site (or network) at least once in a during a fixed time frame.

URL (Universal Resource Locator) – the Internet address, colloquially termed the web address. Eg: is a URL. location of a resource on the Internet.

usability – (see Web site usability)

User Experience (UX) – UX refers to the abbreviation for User Experience. UX refers to the manner a user interacts with a website or app. For instance, the web pages a visitor visits while on a site, how the visitor scrolls a page, and areas the visitor “hovers” over on a page, etc. Knowing visitor site behavior, or UX helps marketers to improve conversion rates. It is essential for marketers to have a good UX for the sake of business as a good UX drives repeating users and engagement.  refers to how a user interacts with a website. UX is tracked and examined to inform testing of different page layouts, CTAs, colours, content, etc to improve conversion rates.

User Interface (UI) – User Interface (UI) refers to the abbreviation for a user interface. User interface refers to the means by which a user and digital device interact. For example, input devices and software use and a site’s visitor behavior while on the site. A user interface should be user-friendly.

UTM Tracking Code – UTM tracking code refers to a simple code that you can attach to a custom URL. The code is used to track a source, medium and campaign name. With UTM tracking codes, marketers know the arrival source and campaign of their site visitors with Google Analytics.


vertical banner – a banner ad measuring 120 pixels wide and 240 pixels tall.

Vertical search engine –  a search engine that indexes content specialised by location, topic or industry, geared to businesses (B2B). Instead of returning thousands of links from a search term, vertical search engines deliver more relevant results to the user.

Video Marketing – Video marketing refers to a marketing strategy that integrates video with advertising. Video marketing is used for various types of promotion such as customer testimonials, how to videos, interactive videos, live stream events, and video advertisements.

viral marketing – marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Visits – Visit refers to 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.

VR (Virtual Reality) – a computer generated artificial environment that is designed to simulate a person’s presence fully in an environment that feels real, and responds to real movements. VR technology commonly uses headsets, so that the user can “look around” in the artificial world.


Web browser – a software application that allows for the browsing of the World Wide Web.

Web Crawler / Spider / Bot – a program that browses the internet in an automated manner. Search engines use “crawlers” to index pages on the web.

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

Web Directories –  a directory which links to other websites and usually organises them by categories.

Web directory – organized, categorized listings of Web sites.

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

Web site traffic – the amount of visitors and vists a Web site receives.

Web site usability – the ease with which visitors are able to use a Web site.

Webinars – Webinars refer to an online seminar. The webinar or online seminar can be created to inform, train, or sell to an audience of net viewers interested in the brand, product, or service. Marketing webinars typically involve a sign-up form on a marketer’s website or email to view the presentation. Employee webinars are most often through the employer or their training teams.

Website – A website is a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Notable examples are,, and 

Website Analytics – Website analytics refers to 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. Various data 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 are all measured and analyzed for website analytics.

White Hat Marketing – White hat refers to a marketing term used to describe ethical marketing practices. The term is 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 hat marketing completely follows all search engine rules and policies.

White Hat SEO – ethical techniques used to increase a site’s rank that follow search engine rules. Examples of techniques that would be classified as ‘white hat’ include – quality link building and content writing (for humans and not for search engines).

White Papers – White papers refer to an advanced problem-solving guide. White papers are an authoritative, in-depth, persuasive report on a specific topic with a problem and solution. In marketing, white papers are used to educate audiences about a particular issue or to promote a mythology.

whois – a utility that returns ownership information about second-level domains.

Wireframe – Wireframe refers to a cursory layout drawing that acts as a “draft” of a web page in the design process. The draft or sketch focuses on interactive functionality and the rough layout to quickly build the design/page. Wireframing requires experience and expertise in the web design field.

WireFrame – a design tool that shows a visual starting point of the key information that goes on each page of a website. Wireframes usually contain elements such as the header, footer, navigation, content areas, placeholder images, as well as the labeling of titles and links.

word-of-mouth marketing – a marketing method that relies on casual social interactions to promote a product.


XML Sitemap – XML sitemap refers to an XML document format that is used to categorize all relevant pages, files, posts, etc. of a website. An XML sitemap is designed to help search engine crawler bots to identify pages of a website. It can be considered a website roadmap.


Yelp – Yelp refers to a social review platform and search engine. The platform is designed for consumers to have the option to eave reviews for businesses and to search for local businesses. Yelp also provides marketers with an advertising program that displays ads and assets to Yelp users based on keyword searches.

YouTube – YouTube refers to a video sharing website. In 2006, YouTube was purchased by Google 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.

YouTube Advertising – YouTube advertising refers to advertising on YouTube. YouTube offers marketers six advertising formats. Advertising formats include display ads, skippable video, overlay ads, non-skippable video ads, sponsored cards, and bumper ads. The Google AdWords platform allows marketers to create and run ads.

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