Digital Marketing Terminology Guide

A marketing approach that focuses on targeting and engaging specific, high-value accounts or companies rather than a broad audience.

Short for advertisement, refers to a promotional message intended to reach and engage a target audience and generate awareness, attract customers, and drive conversions.

A marketing strategy where other businesses (affiliates) earn a commission for promoting another company’s products or services and driving sales through their marketing efforts.

Descriptive text that is added to an image on a webpage, providing information about the image for visually impaired users or search engines.

Short for "application," an app refers to a software program designed to run on mobile devices, such as smartphones or tablets. Apps are typically downloaded and installed on a device to provide specific functionalities or services to users.

The process of enhancing the visibility and discoverability of a mobile application in the app store search results. ASO involves optimizing various elements, such as the app title, description, keywords, icon, screenshots, and reviews, to improve its ranking and attract more organic downloads.

The process in which sales associates or representatives provide personalized assistance and guidance to customers during the purchasing process. This may involve offering product recommendations, addressing customer queries, and providing tailored solutions to meet individual needs.

Encompasses the process of collecting, processing, and analysing data to derive insights and make informed decisions, particularly in the context of business, marketing, or website performance.

Average order value is a metric that calculates the average amount of money spent by customers in a single transaction.

A hyperlink on one website that directs users to another website.

Marketing tactics used to rank a website that violates search engine guidelines.

An online platform or webpage where businesses can regularly publish content to inform their audience about industry or business updates or trending topics.

The overall identity and perception of a company, product, or service represented by a distinctive name, visual identity, and written identity.

Represents the extent to which consumers are aware of a brand’s existence, values, products, and overall reputation.

A marketing term that describes a brand’s value, determined by consumers' perception of and experiences with the brand. If people think highly of a brand, it has positive brand equity.

A hyperlink on a website that no longer exists or is inaccessible.

A fictional representation of a business' target customer based on market research and data to help understand the needs of their target audience.

The percentage of website visitors who navigate away from a site after viewing only one page, often used as a measure of user engagement.

The exchange of products, services, or information between businesses and consumers.

Refers to the use of software and services to transform data into actionable insights that inform an organization's strategic and tactical business decisions.

A specific instruction or prompt to encourage the audience to take a desired action, such as "Buy Now," "Subscribe," or "Learn More."

A series of marketing strategies using various digital marketing channels and tactics aimed at achieving specific objectives and target audiences.

The percentage of people who click on a specific link or advertisement compared to the total number of impressions it receives, used to measure the effectiveness of online campaigns.

The process of evaluating and analysing the strengths, weaknesses and performance of competitors to identify opportunities within your own business and marketing strategy.

A marketing approach focused on creating and sharing valuable content to attract and engage a target audience.

The percentage of visitors or users who complete a desired action, such as making a purchase, filling out a form, or subscribing, in comparison to the total number of visitors or users.

Also known as a spider. A program used by search engines to browse, analyse, and collect data from web pages in order to index them.

The process of attracting and converting new customers through various online channels and strategies.

The cost incurred by a business to acquire a new customer, including marketing expenses, sales efforts, and other related costs. It is calculated by dividing the total acquisition costs by the number of customers acquired during a specific period.

A strategy used to manage and analyse interactions and relationships with customers throughout the customer lifecycle to improve customer satisfaction and retention.

A metric that businesses use to measure customer loyalty over time.

The amount an advertiser pays each time their ad is clicked in a pay-per-click advertising campaign.

The process of improving the conversion rate of a website or marketing campaign through data analysis and testing.

In business, churn refers to the rate at which customers stop doing business with a company or stop using its services over a given period. It is commonly used in the context of subscription-based services to measure customer attrition or loss.

A situation where multiple pages within a website are competing for the same or very similar search queries, causing them to potentially compete against each other in search engine results, leading to a dilution of ranking and traffic.

The term refers to the phenomenon where online shoppers add items to their virtual shopping carts but leave the website without completing the purchase. This behavior represents lost potential sales and is a key concern for e-commerce businesses.

Crawl budget refers to the number of pages search engines will crawl on a website within a given timeframe. It is influenced by various factors, including the site's authority, quality, and server performance, and can impact how efficiently search engines discover and index new content on the site.

Statistical data that describes the characteristics of a population or target audience, such as age, gender, income, education, occupation, and location.

Marketing efforts conducted through digital channels, such as websites, search engines, social media, email, mobile apps, and online advertising.

Marketing materials, such as letters, postcards, or brochures, that are sent directly to a targeted audience via traditional mail services.

An online platform or website that lists and organises businesses to increase brand exposure and the number of backlinks.

A series of automated marketing messages or emails that are sent to subscribers or leads over a period of time, often used to nurture relationships and drive conversions.

The business model where companies sell their products or services directly to consumers without involving intermediaries or retailers.

A retail fulfilment method where a store doesn't keep the products it sells in stock. Instead, when a store sells a product, it purchases the item from a third party and has it shipped directly to the customer.

The number of times an advertisement is presented to a target audience within a specific timeframe.

The journey that a user goes through from initial awareness to the desired action (conversion), represented as a funnel shape and divided into stages like awareness, consideration, and conversion.

A marketing technique that delivers tailored content or advertisements to individuals based on their geographic location or proximity to a specific area.

A small image file that most people use to create animated images to share on social media.

The process of integrating game-like elements, such as point scoring, competition, and rewards, into non-game contexts, such as marketing, learning, or customer engagement, to enhance user participation and motivation.

A word or phrase that starts with the "#" symbol (e.g., #milkandtweed) used on social media to categorise content around a specific topic, often used to increase brand exposure.

HTML tags used to set apart headings and subheadings from the rest of the content on a webpage which helps with SEO.

Visual representations of data that display the areas of a website or web page where users interact the most.

The number of times a form of digital media is displayed on a user's screen, regardless of whether it was clicked or not.

The process by which search engines (like Google) analyse and crawl web pages or content in order to include them in their search results and database.

A strategy that involves partnering with relevant influential individuals or content creators to promote a product, service, or brand to their audience.

Content that actively engages and involves the audience, encouraging them to interact and participate rather than just consume.

A marketing methodology that focuses on attracting customers through valuable content and experiences, rather than interruptive advertising.

A visual representation that shows how customers experience a product or service and how they feel along the way.

A marketing strategy that aims to deliver targeted content to consumers at the precise moment they need it.

A measurable value or metric that indicates the performance or success of a marketing campaign, strategy, or objective.

The process of identifying and analysing the keywords and phrases that people use in search engines when seeking information about a specific product or service.

The collection and analysis of data related to website usage and performance, such as traffic, conversion rates, and user behaviour.

The action taken by a user on a website that fulfils a desired goal or objective, such as making a purchase or submitting a contact form.

Ethical and legitimate techniques used to improve search engine rankings and optimize a website's visibility, in compliance with search engine guidelines.

Small applications or tools that can be embedded into websites to provide specific functionality or content.

A visual representation or blueprint of the structure and layout of a website or application, used to plan and organize content and features.

The organic spreading of information about a product, service, or brand through personal recommendations or conversations.

A file that lists all the URLs of a website and provides metadata about each page, helping search engines crawl and index the site more effectively.

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SEO stands for Search Engine Optimization. It refers to the practice of optimizing a website to improve its visibility and ranking on search engine results pages (SERPs).

Keywords are specific words or phrases that users enter into search engines when looking for information. They are important in SEO as they help search engines understand the content and context of a webpage.

SERP stands for Search Engine Results Page. It is the page displayed by search engines in response to a user's search query. It includes a list of relevant websites, ads, and other search results.

Organic traffic refers to the visitors who land on your website through non-paid search engine results. It is driven by SEO efforts and can be an indicator of the website's visibility and relevance.

 A meta tag is an HTML element that provides information about a webpage to search engines. It includes metadata such as the page title, description, and keywords, which can impact how the page appears in search results.

A rich snippet is an enhanced search result that provides additional information beyond the typical title and description. It may include images, ratings, reviews, pricing, and other structured data, making it more visually appealing and informative.

Structured data is a way of organizing and marking up website content using specific code formats like JSON-LD or Microdata. It helps search engines understand the context and meaning of the content, potentially leading to rich snippets and other enhanced search results.

A meta description is a brief summary of a webpage's content that appears below the title in search engine results. It should accurately describe the page's content to entice users to click through to the website.

The timeframe for seeing SEO results varies depending on various factors like website age, competition, and the level of optimization. Generally, it takes several months to see significant improvements in organic rankings and traffic.

While social media signals (likes, shares, comments) do not directly impact organic rankings, they can indirectly influence SEO by increasing brand visibility, driving traffic, and generating backlinks.

Mobile optimization refers to the process of ensuring that a website displays properly on mobile devices and provides a seamless user experience. With the growing use of smartphones, mobile optimization is crucial for SEO as search engines prioritize mobile-friendly websites.

Crawlability refers to how easily search engine bots can access and navigate a website's pages. Indexability refers to whether search engines can include those pages in their index. Both factors are important for ensuring that your website's content can be discovered by search engines.

A sitemap is a file that lists all the pages on a website to help search engines understand its structure and easily crawl and index its content. It is typically submitted to search engines to ensure all pages are discovered.

To improve website loading speed, you can optimize images and other media files, enable browser caching, minify CSS and JavaScript files, use a content delivery network (CDN), and choose a reliable hosting provider.