Digital Marketing Glossary

Our digital marketing glossary provides easy-to-understand explanations for terms that marketers and advertisers use every day, such as SEO, PPC, and social media marketing. It is perfect for beginners or anyone needing clarity.



Algorithm (Noun): A set of rules or instructions designed to solve a specific problem or perform a particular task, often used in digital marketing to optimize processes or analyze data.

Analytics (Noun): The discovery, interpretation, and communication of meaningful patterns in data; often utilized in digital marketing to understand consumer behavior and campaign effectiveness.

Ad Campaign (Noun): A coordinated series of advertisements that share a single theme and aim to achieve specific goals, such as increasing brand awareness or driving sales.

A/B Testing (Noun): A method of comparing two versions of a webpage or app against each other to determine which one performs better; commonly used in digital marketing to optimize conversion rates.

Audience (Noun): The group of people who are the intended target of a marketing campaign or message; understanding the audience is crucial for effective marketing strategies.

API (Acronym for Application Programming Interface) (Noun): A set of protocols, tools, and definitions that allows different software applications to communicate with each other; APIs are often used in digital marketing to integrate various platforms and automate processes.

Affiliate Marketing (Noun): A performance-based marketing strategy where a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s marketing efforts.

Automation (Noun): The use of technology to perform tasks with minimal human intervention; automation is widely used in digital marketing for tasks such as email marketing, social media posting, and ad management.

Ad Impressions (Noun): The number of times an advertisement is viewed by users, whether or not they interact with it; ad impressions are a key metric used to measure the reach of a marketing campaign.

Acquisition (Noun): The process of gaining new customers or users for a product or service; acquisition strategies vary across different digital marketing channels.

Average position: the average ranking for a given keyword, set of keywords, or across all keywords.

Average session duration: the average amount of time spent on site in a single session across users in a given timeframe. The benchmark is between 1 minute and 1 minute 30 seconds.

Average time on page: the average amount of time spent on a single page across users in a given timeframe.


Backlink (Noun): A hyperlink from one web page to another; backlinks are important for SEO as they signal to search engines that the linked-to site is valuable and relevant.

Black Hat SEO (Noun): Unethical or manipulative techniques used to increase a website’s search engine ranking; such tactics violate search engine guidelines and can result in penalties or bans.

Blog (Noun): A regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style; blogs are commonly used in digital marketing to provide valuable content to target audiences.

Branding (Noun): The process of creating a unique identity and image for a product or service in the minds of consumers; effective branding is essential for building customer loyalty and recognition.

Bounce Rate (Noun): The percentage of visitors to a website who navigate away from the site after viewing only one page; a high bounce rate can indicate issues with website usability or relevance of content.

Buyer Persona (Noun): A fictional representation of the ideal customer based on market research and real data about existing customers; buyer personas help marketers better understand and target their audience.

B2B (Acronym for Business-to-Business) (Noun): Transactions or relationships that occur between two businesses, such as a manufacturer selling products to a retailer; B2B marketing strategies differ from those aimed at consumers.

B2C (Acronym for Business-to-Consumer) (Noun): Transactions or relationships that occur between a business and individual consumers; B2C marketing focuses on meeting the needs and desires of end users.

Blogosphere (Noun): The collective community of all blogs and bloggers on the internet; the blogosphere plays a significant role in digital marketing as a platform for content distribution and engagement.

Behavioral Targeting (Noun): A marketing strategy that uses data collected from users’ online behavior to target them with specific advertisements or content tailored to their interests and preferences.


Channels: broad categorizations of traffic sources.

Clicks: a metric counting the number of times users click a search result link.

Clickthrough rate: a metric showing the ratio of clicks to impressions. The industrial benchmark is 1.5%.

Conversions: user-defined actions towards contacting a company, e.g. form submissions, phone calls from site, or emails from site.

Content Marketing (Noun): A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action.

CTR (Acronym for Click-Through Rate) (Noun): The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement; CTR is often used to measure the success of online advertising campaigns.

Conversion (Noun): The action of a user completing a desired goal, such as making a purchase, filling out a form, or signing up for a newsletter, on a website or landing page; conversions are a key metric in digital marketing.

CRM (Acronym for Customer Relationship Management) (Noun): A technology for managing a company’s interactions with current and potential customers, typically using data analysis about customer history to improve business relationships.

Call to Action (CTA) (Noun): A prompt or instruction designed to encourage an immediate response or action from the viewer, often used in marketing materials such as advertisements, emails, or web pages.

Click Fraud (Noun): The fraudulent practice of clicking on pay-per-click advertisements to generate illegitimate charges for the advertiser; click fraud is a significant concern for advertisers using online advertising platforms.

Carousel Ads (Noun): A type of advertisement format that allows users to scroll horizontally through multiple images or videos within a single ad unit, typically used on social media platforms like Facebook and Instagram.

Content Calendar (Noun): A schedule of when and what content will be published, including blog posts, social media updates, and other marketing materials; content calendars help ensure consistency and organization in content creation and distribution.

Cost per Acquisition (CPA) (Noun): A metric used to measure the total cost of acquiring a customer through a specific marketing campaign, calculated by dividing total campaign costs by the number of conversions.

Customer Lifetime Value (CLV) (Noun): The predicted net profit attributed to the entire future relationship with a customer, often used to guide marketing and customer acquisition strategies.


Digital Marketing (Noun): The use of digital channels, such as search engines, social media, email, and websites, to connect with current and prospective customers; digital marketing encompasses a wide range of tactics and strategies to reach and engage target audiences.

Domain Authority (Noun): A search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs); domain authority is based on factors such as link profile and site age.

Drip Campaign (Noun): A marketing strategy that involves sending a series of pre-written, automated messages to leads or customers over time; drip campaigns are often used to nurture leads and guide them through the sales funnel.

Dynamic Content (Noun): Content that changes based on the characteristics or behavior of the viewer, often used to personalize marketing messages and increase relevance and engagement.

Data-driven Marketing (Noun): A marketing strategy that relies on data analysis and insights to make strategic decisions and optimize campaign performance; data-driven marketing uses customer data to create targeted, personalized experiences.

Demographics (Noun): Statistical data relating to the population and particular groups within it, such as age, gender, income, education, and geographic location; demographics are used in marketing to identify and understand target audiences.

Direct Traffic (Noun): Website visitors who arrive at a site by typing the URL directly into their browser or clicking on a bookmarked link, rather than clicking on a link from another website or search engine results page.

Display Advertising (Noun): A form of online advertising that typically includes text, images, or multimedia displayed on websites or social media platforms; display ads can be targeted based on factors such as demographics, interests, and behavior.

Domain Name (Noun): The unique name that identifies a website on the internet; domain names are used in URLs to locate specific web pages and are an important part of branding and online presence.

Digital Footprint (Noun): The traces or records of a person’s online activity, including social media posts, website visits, and online purchases; digital footprints can be used by marketers to understand consumer behavior and preferences.


Engagement (Noun): The level of interaction and involvement between a brand and its audience, often measured by metrics such as likes, shares, comments, and clicks; high engagement indicates an active and responsive audience.

Email Marketing (Noun): A digital marketing strategy that involves sending commercial messages to a group of people via email, typically to promote products, services, or events; email marketing is an effective tool for nurturing leads and building customer relationships.

E-commerce (Noun): The buying and selling of goods or services over the internet, often conducted through online stores or marketplaces; e-commerce has become increasingly popular with the rise of digital technologies and online shopping.

Evergreen Content (Noun): Content that remains relevant and valuable to readers over time, often providing timeless information or addressing perennial topics; evergreen content is an important component of content marketing strategies.

Exit Rate (Noun): The percentage of visitors to a website who leave the site after viewing a specific page; exit rate is a metric used to measure the effectiveness of individual pages in retaining visitors.

Ebook (Noun): A digital book or publication that is available for download or distribution in electronic format; ebooks are commonly used in content marketing to provide valuable information and generate leads.

Entrances: counts as the first pageview hit of a session.

Engagement Rate (Noun): A metric used to measure the level of interaction or involvement with a piece of content, typically expressed as a percentage of the total audience reached; engagement rate helps assess the effectiveness of content in capturing audience attention.

Emoji (Noun): A small digital image or icon used to express emotions, ideas, or concepts in electronic communication, such as text messages, social media posts, and emails; emojis are often used in digital marketing to add personality and emotion to messages.

Event Marketing (Noun): A marketing strategy that involves promoting or sponsoring events to connect with target audiences, build brand awareness, and generate leads or sales; event marketing encompasses both online and offline events.

Exit Intent (Noun): A technology used in website design and marketing automation that detects when a user is about to leave a webpage and triggers a targeted message or offer in an attempt to retain the visitor or capture their contact information.


Funnel (Noun): A marketing model that illustrates the stages of the customer journey, from initial awareness to conversion and retention; marketing funnels are used to guide strategic decision-making and optimize the customer experience.

Facebook Ads (Noun): Paid advertisements displayed on the Facebook platform, including the Facebook News Feed, Messenger, and Instagram; Facebook Ads offer targeting options based on demographics, interests, behavior, and more.

Featured snippet: search results featured on top of Google’s organic results. These are selected by Google to give a direct, concise definition or description.

Frequency (Noun): The average number of times an advertisement is displayed to the same person within a specific period of time; frequency is an important metric in advertising to control the level of exposure and avoid ad fatigue.

FOMO (Acronym for Fear of Missing Out) (Noun): A psychological phenomenon characterized by anxiety or apprehension about missing out on something desirable or exciting; FOMO is often leveraged in marketing to drive consumer behavior.

Follower (Noun): A person who subscribes to or follows a brand’s social media account, receiving updates and content shared by the brand; followers are an important metric for measuring social media engagement and influence.

Freemium (Noun): A business model in which a basic version of a product or service is offered for free, with premium features or content available for a fee; freemium models are common in software, apps, and online services.

Filter Bubble (Noun): The phenomenon in which individuals are presented with personalized information based on algorithms that predict their preferences, resulting in a limited or biased perspective of the world; filter bubbles can impact digital marketing strategies and audience reach.

Forum (Noun): An online discussion platform where users can post questions, share information, and engage in conversations with others on specific topics or interests; forums are often used for community building and customer support.

Flash Sale (Noun): A limited-time promotion offering discounts or special deals on products or services, typically lasting for a short period of time, often used to create a sense of urgency and drive immediate sales.

Feedback (Noun): Information or responses provided by customers, users, or audiences about their experiences, opinions, or satisfaction with a product, service, or brand; feedback is valuable for improving products, refining marketing strategies, and enhancing customer relationships.


Google Analytics (Noun): A web analytics service offered by Google that tracks and reports website traffic, providing insights into user behavior, audience demographics, and campaign performance; Google Analytics is widely used in digital marketing for data analysis and optimization.

Geo-targeting (Noun): A digital marketing strategy that delivers content or advertisements to users based on their geographic location, allowing marketers to target specific regions, cities, or even neighborhoods.

Growth Hacking (Noun): An innovative and unconventional approach to marketing aimed at rapidly growing a business or acquiring a large number of users through creative tactics and experiments; growth hacking often involves leveraging data, technology, and viral marketing strategies.

Google Ads (Noun): Google’s online advertising platform that allows advertisers to display ads on Google’s search engine results pages (SERPs), websites within the Google Display Network, and YouTube; Google Ads offers various targeting options and ad formats.

Goal completions: user-defined actions that count towards a conversion.

Google algorithm: a complex system used by Google to determine the best possible results for a query.

GIF (Acronym for Graphics Interchange Format) (Noun): A type of image file that supports both animated and static images, commonly used in digital communication and social media marketing to convey emotions or messages.

Gamification (Noun): The integration of game mechanics, such as competition, challenges, and rewards, into non-game contexts, such as marketing campaigns or user experiences, to engage and motivate users.

Guest Blogging (Noun): A content marketing strategy that involves writing and publishing articles or blog posts on websites or blogs owned by others, typically with the goal of reaching a new audience, building backlinks, and establishing authority.

Guerrilla Marketing (Noun): An unconventional and low-cost marketing strategy that relies on creativity, imagination, and ingenuity to promote a product, service, or brand through unconventional means, such as street performances, flash mobs, or viral stunts.

Google My Business (Noun): A free tool provided by Google that allows businesses to create and manage their online presence across Google’s platforms, including Google Search and Google Maps; Google My Business listings provide essential information about a business, such as its address, phone number, and operating hours.

Generation Z (Noun): The demographic cohort comprising individuals born between the mid-1990s and early 2010s, characterized by their digital nativeness, diverse interests, and unique consumption habits; Generation Z represents a significant consumer market for brands and marketers.


Hashtag (Noun): A word or phrase preceded by the ‘#’ symbol, used on social media platforms to categorize content and make it discoverable to users interested in a particular topic or theme; hashtags are commonly used in social media marketing to increase visibility and engagement.

HTML (Acronym for Hypertext Markup Language) (Noun): The standard markup language used to create and design web pages and applications; HTML defines the structure and layout of content on the web and is essential for building websites and digital assets.

Heatmap (Noun): A visual representation of data where values are depicted using colors, with hotter colors indicating higher values and cooler colors indicating lower values; heatmaps are used in digital marketing to analyze user behavior on websites and identify areas of interest or interaction.


Influencer (Noun): An individual who has the power to affect the purchasing decisions or opinions of others, often due to their authority, expertise, or popularity within a specific niche or industry; influencers are commonly used in influencer marketing campaigns to reach target audiences.

Instagram (Noun): A popular social media platform owned by Facebook, primarily focused on photo and video sharing; Instagram is widely used for personal expression, content creation, and marketing by individuals, brands, and businesses.

In-app Advertising (Noun): Advertising that appears within a mobile application, typically in the form of banners, interstitials, or rewarded ads; in-app advertising allows marketers to reach users while they are engaged with specific apps or activities on their mobile devices.

Infographic (Noun): A visual representation of information, data, or knowledge presented in a clear and concise format, often using charts, graphs, and illustrations to communicate complex ideas or concepts; infographics are commonly used in content marketing to increase engagement and comprehension.

Inbound Link (Noun): A hyperlink from another website that directs users to a specific webpage on your own website; inbound links, also known as backlinks, are important for SEO as they signal to search engines that your site is reputable and authoritative.

Inbound Marketing (Noun): A marketing methodology that focuses on attracting, engaging, and delighting customers through valuable content and experiences, rather than interruptive advertising; inbound marketing aims to create long-term relationships and customer loyalty.

Impression (Noun): A metric used to measure the number of times an advertisement is viewed by users, regardless of whether they interact with it or not; impressions are often used to gauge the reach and exposure of digital marketing campaigns.

Influencer Marketing (Noun): A marketing strategy that involves partnering with individuals who have a large and engaged following on social media platforms to promote products, services, or brands to their audience; influencer marketing relies on the influencer’s credibility and influence to drive consumer behavior.


JavaScript (Noun): A programming language commonly used in web development to create dynamic and interactive elements on websites, such as animations, forms, and interactive maps; JavaScript is essential for enhancing user experience and functionality on the web.

Journey Mapping (Noun): A process of visualizing and understanding the end-to-end experience of a customer or user with a product, service, or brand, typically represented in a visual diagram or map; journey mapping helps identify pain points, opportunities, and touchpoints for improvement.


Keyword (Noun): A word or phrase that describes the main topic or theme of a piece of content, webpage, or search query; keywords are essential for search engine optimization (SEO) and pay-per-click (PPC) advertising to ensure content is relevant and discoverable.

KPI (Acronym for Key Performance Indicator) (Noun): A measurable value that indicates the success or performance of a business, campaign, or specific activity; KPIs are used to track progress towards goals and make data-driven decisions in digital marketing.


Lead Generation (Noun): The process of attracting and converting prospects into potential customers or leads for a business; lead generation strategies often involve capturing contact information through forms, subscriptions, or inquiries.

Local SEO (Noun): Search engine optimization strategies aimed at improving a website’s visibility in local search results, particularly for location-based queries; local SEO is important for businesses targeting customers within specific geographic areas.

Landing Page (Noun): A standalone web page designed specifically for a marketing or advertising campaign, with the goal of persuading visitors to take a specific action, such as making a purchase or signing up for a newsletter.

Lifetime Value (LTV) (Noun): The predicted net profit attributed to the entire future relationship with a customer, often used to guide marketing and customer acquisition strategies.

Long-tail Keywords (Noun): Specific and less common search queries that typically consist of three or more words, often used by users who are closer to making a purchase or have a clear intent; long-tail keywords are valuable for niche targeting and SEO.

Lead Magnet (Noun): An incentive or offer provided to potential customers in exchange for their contact information, such as a free ebook, webinar, or discount code; lead magnets are used to attract leads and build email lists.

LinkedIn (Noun): A professional social networking platform used for career development, networking, and business-related activities; LinkedIn is widely used by professionals, businesses, and recruiters for marketing and recruitment purposes.

Live Chat (Noun): A real-time messaging system that allows website visitors to communicate with businesses or customer support representatives instantly; live chat is used to provide immediate assistance, answer questions, and resolve issues.

Link Building (Noun): The process of acquiring hyperlinks from other websites to your own, typically through outreach, content creation, and networking; link building is an important component of off-page SEO and improving search engine rankings.

Loyalty Program (Noun): A marketing strategy that rewards customers for repeat purchases or other desired behaviors, such as referrals or social media engagement; loyalty programs are designed to foster customer retention and increase brand loyalty.


Mobile Marketing (Noun): Marketing strategies and tactics designed specifically for mobile devices, such as smartphones and tablets, including mobile-optimized websites, mobile apps, SMS campaigns, and location-based targeting.

Meta Description (Noun): A brief summary or snippet of text that describes the content of a webpage, typically displayed below the title tag in search engine results pages (SERPs); meta descriptions help users understand the relevance of a page and can impact click-through rates.

Multichannel Marketing (Noun): A marketing approach that involves reaching customers through multiple channels, both online and offline, such as websites, social media, email, mobile apps, physical stores, and events; multichannel marketing aims to create a seamless and integrated customer experience.

Micro-influencer (Noun): An influencer with a smaller but highly engaged and niche audience, typically ranging from a few thousand to tens of thousands of followers; micro-influencers often have higher levels of trust and engagement compared to larger influencers.

Mobile App (Noun): A software application designed to run on mobile devices, such as smartphones and tablets, typically downloaded from app stores and installed directly onto the device; mobile apps are used for various purposes, including entertainment, productivity, and commerce.

Marketing Automation (Noun): The use of software platforms and technologies to automate repetitive marketing tasks, such as email marketing, social media posting, lead nurturing, and campaign management; marketing automation improves efficiency and scalability in marketing operations.

Market Segmentation (Noun): The process of dividing a broad target market into smaller, more homogeneous groups based on characteristics such as demographics, psychographics, behaviors, or preferences; market segmentation allows for more targeted and effective marketing strategies.

Meme (Noun): An image, video, piece of text, or idea that spreads rapidly across the internet, often with humorous or cultural significance; memes are commonly used in social media marketing to engage audiences and capitalize on viral trends.

Metrics (Noun): Quantifiable measurements used to track and assess the performance or effectiveness of marketing campaigns, strategies, or activities; metrics help marketers understand trends, identify areas for improvement, and make data-driven decisions.

Marketplace (Noun): An online platform or website where buyers and sellers come together to conduct transactions, often involving goods or services; marketplaces provide a centralized location for commerce and may offer various features such as payment processing and seller tools.

Marketing qualified lead (MQL): a lead deemed more likely to become a customer compared to other leads based on their site behavior and engagement.


Native Advertising (Noun): A form of paid advertising that seamlessly blends in with the surrounding content or environment, often appearing as sponsored articles, videos, or social media posts; native advertising is designed to be non-disruptive and provide value to the audience.

Niche Marketing (Noun): A marketing strategy that targets a specific segment of the market with unique needs, preferences, or interests, rather than appealing to a broad audience; niche marketing focuses on serving the specialized needs of a smaller, more defined customer group.

Newsletter (Noun): A regularly distributed publication containing news, updates, tips, or promotions related to a specific topic, industry, or organization, typically delivered via email to subscribers; newsletters are commonly used in email marketing to engage and nurture leads.

Network Effect (Noun): The phenomenon where the value of a product or service increases as more people use it, leading to a positive feedback loop and exponential growth; network effects are often leveraged in social media platforms and online marketplaces.

Net Promoter Score (NPS) (Noun): A metric used to measure customer loyalty and satisfaction based on the likelihood of customers to recommend a product, service, or brand to others; NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.


Organic Search (Noun): The process of obtaining website traffic naturally or without paid advertising, typically through search engine results pages (SERPs); organic search results are determined by search engine algorithms based on relevance and quality.

Organic traffic: website visits from search engines, such as Google, Bing, Yahoo, etc.

Optimization (Noun): The process of making adjustments or improvements to a system, process, or strategy in order to maximize efficiency, performance, or results; optimization is a key aspect of digital marketing, including website optimization, ad optimization, and conversion rate optimization.

Omnichannel Marketing (Noun): A marketing approach that provides a seamless and integrated experience for customers across multiple channels and touchpoints, both online and offline; omnichannel marketing aims to create a unified brand experience and meet customer expectations.

Open Rate (Noun): The percentage of recipients who open an email out of the total number of recipients who received it; open rate is a common email marketing metric used to measure the effectiveness of subject lines and email content.

Outbound Marketing (Noun): A traditional marketing approach that involves reaching out to potential customers through outbound communication channels, such as cold calling, direct mail, and television advertisements; outbound marketing is often interruptive and less targeted compared to inbound marketing.

Online Reputation Management (ORM) (Noun): The process of monitoring, influencing, and managing the online perception of a person, brand, or organization; online reputation management involves strategies to build, maintain, and repair reputation in digital spaces.

Over-the-Top (OTT) (Noun): Content delivered over the internet bypassing traditional cable or satellite television providers, often accessed through streaming services or apps on connected devices; OTT platforms offer a wide range of on-demand content and are an important part of digital entertainment.

Omnichannel Retail (Noun): A retail strategy that provides a seamless and integrated shopping experience across multiple channels and touchpoints, including physical stores, online stores, mobile apps, and social media; omnichannel retailing aims to meet customer needs and preferences.


Pay-Per-Click (PPC) (Noun): An online advertising model in which advertisers pay a fee each time their ad is clicked by a user, typically used to drive traffic to websites and generate leads or sales; PPC ads are commonly displayed on search engine results pages (SERPs) and social media platforms.

Page Rank (Noun): An algorithm used by Google to rank web pages in search engine results pages (SERPs), based on the quantity and quality of inbound links to a page; page rank is one of many factors used to determine search engine rankings.

Personalization (Noun): The process of tailoring content, recommendations, or experiences to individual users based on their preferences, behavior, or demographics; personalization is used in various marketing channels, including email marketing, e-commerce, and content recommendations.

Podcast (Noun): A digital audio or video program distributed over the internet, typically episodic and available for streaming or download on computers, smartphones, or other devices; podcasts cover a wide range of topics and are often used for entertainment, education, or marketing.

Product Launch (Noun): The introduction of a new product or service to the market, typically accompanied by marketing efforts to generate awareness, interest, and sales; product launches involve strategic planning, positioning, and execution to maximize success.

Persona (Noun): A fictional representation of a target audience or user segment based on research and data, including demographics, behaviors, goals, and pain points; personas help marketers better understand and empathize with their audience and tailor their marketing efforts accordingly.

Push Notification (Noun): A message or alert sent to a user’s device, typically a smartphone or tablet, by an app or website, even if the user is not actively using the app or browsing the website; push notifications are used to engage users, deliver updates, or promote offers.

Product Placement (Noun): The practice of featuring branded products or services within entertainment content, such as movies, television shows, or video games, as a form of advertising or promotional placement; product placement is often used to reach and influence audiences in a subtle manner.

Pageview (Noun): A metric that measures the total number of times a webpage is viewed or loaded by visitors; pageviews are commonly used to assess the popularity and traffic of a website and are an important metric in web analytics.

Permission Marketing (Noun): A marketing strategy that involves obtaining explicit consent from consumers to receive promotional messages or communications, typically through opt-in forms or subscriptions; permission marketing focuses on building trust and delivering relevant content to interested recipients.

Pages per session: the average number of pages viewed in a single session across users in a given timeframe. The benchmark is 2 pages per session.


QR Code (Noun): A type of matrix barcode that contains information readable by a smartphone camera, typically used to encode URLs, text, or other data for easy sharing or access; QR codes are often used in marketing to provide quick access to websites, promotions, or product information.

Quality Score (Noun): A metric used by search engines, such as Google, to evaluate the relevance and quality of keywords and ads in pay-per-click (PPC) advertising campaigns; quality score impacts ad rankings and costs in search engine results pages (SERPs).

Qualified Lead (Noun): A potential customer or prospect who has shown interest in a product or service and meets certain criteria, such as demographics, behavior, or intent, indicating a higher likelihood of conversion; qualified leads are prioritized for further marketing and sales efforts.

Query (Noun): A request for information entered into a search engine by a user, typically in the form of keywords or phrases; queries are used to retrieve relevant search results from the search engine’s index.

Quick Response (QR) (Noun): See QR Code.


Responsive Design (Noun): A web design approach that ensures a website adapts and displays correctly on various devices and screen sizes, including desktops, laptops, tablets, and smartphones; responsive design improves user experience and accessibility.

Retargeting (Noun): A digital advertising strategy that involves targeting users who have previously visited a website or interacted with a brand, often through cookies or tracking pixels, with relevant ads across the web; retargeting aims to re-engage potential customers and encourage conversions.

ROI (Acronym for Return on Investment) (Noun): A performance measure used to evaluate the profitability or efficiency of an investment, calculated by dividing the net profit or benefit generated by the investment by the total cost of the investment and expressing the result as a percentage.

Reach (Noun): The total number of unique users or audience members who have been exposed to a piece of content, advertisement, or marketing message within a specific period of time; reach is a key metric in assessing the scope and impact of marketing efforts.

RSS (Acronym for Really Simple Syndication) (Noun): A web feed format used to publish frequently updated content, such as blog posts, news headlines, or podcasts, in a standardized XML file format; RSS feeds allow users to subscribe to content and receive updates automatically.

Referral traffic: website visits from external sites, such as

Referring pages: external pages, e.g. a page on, that are driving traffic to your site.

Rich snippet: an enhanced or expanded search result that provides additional information beyond the standard search result. 


Search Engine Optimization (SEO) (Noun): The process of optimizing a website or online content to improve its visibility and rankings in search engine results pages (SERPs) for relevant keywords or queries; SEO involves various techniques, including keyword research, on-page optimization, and link building.

Social Media Marketing (SMM) (Noun): The use of social media platforms and websites to promote a product, service, or brand, including activities such as posting content, engaging with users, running ads, and analyzing performance metrics; social media marketing aims to reach and engage target audiences.

Search Engine Results Pages (SERPs) (Noun): The pages displayed by a search engine in response to a user’s query, listing relevant websites, ads, and other content based on factors such as relevance, authority, and user experience; SERPs are the primary interface for users to access information online.

Segmentation (Noun): The process of dividing a target market or audience into smaller, more homogeneous groups based on shared characteristics, behaviors, or preferences; segmentation allows marketers to tailor their messages and strategies to specific segments for greater effectiveness.

Social Proof (Noun): A psychological phenomenon where people assume the actions or opinions of others in ambiguous situations, particularly in social settings; social proof is often leveraged in marketing through customer testimonials, reviews, ratings, and endorsements to influence behavior.

Social Listening (Noun): The process of monitoring and analyzing online conversations, mentions, and sentiments about a brand, product, or topic across social media platforms, forums, blogs, and other online channels; social listening provides insights into audience perceptions, trends, and feedback.

Split Testing (Noun): Also known as A/B testing or multivariate testing, split testing is a method of comparing two or more versions of a webpage, email, ad, or other marketing asset to determine which performs better based on specific metrics, such as conversion rate or click-through rate.

Subscriber (Noun): A person who has opted in to receive updates, newsletters, or other communications from a brand, typically by providing their email address or subscribing to a service; subscribers are valuable for building and nurturing relationships with an audience.

Storytelling (Noun): The art of conveying messages or information through narratives or stories, often used in marketing to create emotional connections, engage audiences, and communicate brand values, missions, or benefits in a compelling manner.

Sales qualified leads (SQL): a lead or prospective customer that is ready to talk to a sales team.

Sessions: a group of user interactions with a website that take place within a given time frame or the period of time a user is active on your site.

Social traffic: website visits from social media including but not limited to Facebook, Twitter, LinkedIn, and YouTube.


Target Audience (Noun): The specific group of individuals or demographics that a marketing campaign or message is intended to reach and resonate with; defining a target audience helps marketers tailor their strategies and content to effectively engage and convert potential customers.

Tracking Pixel (Noun): A small piece of code embedded into a webpage or email that tracks user behavior and activity, such as page views, clicks, and conversions; tracking pixels are used for analytics, remarketing, and optimization in digital marketing campaigns.

Trendjacking (Noun): A marketing strategy that involves leveraging current trends, events, or popular topics to gain visibility and engagement for a brand or product; trendjacking requires timely and relevant content creation to capitalize on viral or trending conversations.

Top of Funnel (TOFU) (Noun): The initial stage of the marketing funnel where potential customers are introduced to a brand or product, typically focused on generating awareness and attracting leads; top of funnel activities may include content marketing, social media, and advertising.

Transactional Email (Noun): Automated emails triggered by specific user actions or events, such as purchases, registrations, or password resets; transactional emails are personalized and typically include order confirmations, shipping notifications, and account updates.

Tagging (Noun): The process of assigning keywords, labels, or metadata to digital content, such as blog posts, images, or social media posts, to categorize and organize them for easier search and retrieval; tagging is important for content management and discovery.

Thought Leadership (Noun): A marketing strategy that positions individuals or brands as authoritative and influential voices within their industry or niche, based on expertise, insights, and innovative ideas; thought leadership content aims to educate, inspire, and engage audiences.

Time on Page (Noun): A web analytics metric that measures the average amount of time users spend on a specific webpage before navigating away or taking another action; time on page provides insights into user engagement and content effectiveness.


User Experience (UX) Design (Noun): The process of designing digital products, interfaces, and experiences with a focus on usability, accessibility, and user satisfaction; UX design involves research, prototyping, testing, and iteration to create intuitive and enjoyable user experiences.

User Interface (UI) Design (Noun): The design of visual elements, layouts, and interactions within digital products or interfaces, aimed at optimizing usability, clarity, and effectiveness; UI design focuses on creating intuitive and aesthetically pleasing user interfaces.

Unique Visitor (Noun): A metric that counts the number of distinct individuals who have visited a website within a specific period of time, regardless of how many times they have visited or how many pages they have viewed; unique visitors provide insights into website traffic and audience reach.

UGC (Acronym for User-Generated Content) (Noun): Content created and shared by users of a product, service, or brand, rather than by the company itself; UGC includes reviews, testimonials, photos, videos, and social media posts, and is often used in marketing to build trust and authenticity.

URL (Acronym for Uniform Resource Locator) (Noun): The address or location of a specific webpage or resource on the internet, typically starting with “http://” or “https://” followed by the domain name and path; URLs are used to navigate and access content on the web.


Viral Marketing (Noun): A marketing strategy that aims to generate buzz and spread awareness about a product, service, or brand through word-of-mouth, social sharing, and online sharing; viral marketing often relies on compelling and shareable content to reach a wide audience quickly.

Video Marketing (Noun): A marketing strategy that involves creating and distributing video content to promote a product, service, or brand, typically through platforms such as YouTube, social media, and websites; video marketing is effective for engaging and informing audiences.


Webinar (Noun): A seminar or workshop conducted over the internet, typically in the form of a live presentation, lecture, or demonstration, followed by Q&A sessions or discussions; webinars are often used for educational purposes, training, or marketing.

Web Analytics (Noun): The measurement, collection, analysis, and reporting of website data to understand and optimize web usage, user behavior, and performance; web analytics tools track metrics such as traffic, conversions, and user interactions.

White Paper (Noun): A comprehensive and authoritative report or guide that addresses a specific problem, issue, or topic in-depth, often providing research findings, analysis, and recommendations; white papers are used for thought leadership and lead generation in B2B marketing.

Word-of-Mouth (WOM) Marketing (Noun): A marketing strategy that relies on recommendations, referrals, and endorsements from satisfied customers to spread awareness and generate interest in a product, service, or brand; word-of-mouth marketing is based on trust and social influence.

Widget (Noun): A small graphical or interactive element displayed on a webpage or desktop, typically providing specific functionality, information, or features, such as a search box, weather forecast, or social media feed; widgets enhance user experience and engagement.


XML Sitemap (Noun): An XML file that lists the URLs and metadata of a website’s pages, allowing search engines to crawl and index the site more efficiently; XML sitemaps help improve the visibility and discoverability of web content in search engine results.


YouTube (Noun): A video-sharing platform owned by Google, where users can upload, view, and share videos on a wide range of topics and interests; YouTube is one of the largest and most popular websites on the internet and is widely used for entertainment, education, and marketing.


Zero-click Search (Noun): A search engine result page (SERP) feature that provides direct answers to user queries at the top of the search results, eliminating the need for users to click through to a website for information; zero-click search results are often displayed in featured snippets, knowledge panels, or answer boxes.

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