Digital Marketing Glossary: 200 Essential Terms Explained

A/B Testing: Comparison of two versions of an element (page, ad) to identify the most effective in terms of conversions.
Above the Fold: The visible part of a webpage without scrolling, critical for capturing attention.
Account Based Marketing (ABM): A B2B strategy targeting specific accounts with personalized campaigns.
Ad Blocking: Use of software to block online ads, impacting display campaigns.
Ad Copy: Text of an advertisement designed to attract and convert.
Ad Exchange: Automated platform for buying/selling ad space in real-time.
Ad Fatigue: User exhaustion from seeing a repeated ad, reducing its effectiveness.
Ad Inventory: Total available advertising spaces on a site or platform.
Ad Server: Technology managing the delivery and tracking of online ads.
Affiliate Marketing: Promotion of products/services by partners in exchange for commissions.
Google Algorithm: System determining the ranking of pages in search results.
Alt Text: Description of an image for SEO and accessibility.
Analytics: Data analysis (e.g., Google Analytics) to measure traffic and performance.
Anchor Text: Clickable text of a hyperlink, key for SEO.
API (Application Programming Interface): Tool enabling data exchange between applications.
Site Architecture: Hierarchical structure of a site’s pages to optimize navigation and SEO.
Attribution Model: Method determining which marketing channel led to a conversion.
Audience Targeting: Precise targeting of a demographic or behavioral group for ads.
SEO Audit: In-depth analysis of a site to identify optimization opportunities.
Authority Score: Measure of a site’s authority based on backlinks and credibility.

Backlink: Incoming link from another site, essential for SEO authority.
Banner Ad: Graphical advertisement displayed on a website or app.
Baseline: Slogan associated with a logo to define a brand’s positioning.
Benchmark: Comparative analysis of competitors’ performance or strategies.
Below the Fold: Part of a webpage visible only after scrolling.
Black Hat SEO: Unethical techniques to manipulate Google rankings, risking penalties.
Blog: Regular content section on a site to engage users and optimize SEO.
BOFU (Bottom of the Funnel): Final conversion stage where a prospect becomes a customer.
Bounce Rate: Percentage of visitors leaving a site after viewing only one page.
Brand Advocacy: Promotion of a brand by satisfied customers or influencers.
Brand Awareness: Level of brand recognition among its target audience.
Brand Book: Guide defining the rules for using a brand’s visual and narrative elements.
Brand Content: Editorial content (articles, videos) created to strengthen brand image.
Brand Equity: Perceived value of a brand based on its reputation and loyalty.
Brand Guidelines: Document detailing a brand’s visual identity and communication rules.
Brand Identity: Set of visual and narrative elements defining a brand (logo, colors, tone).
Brand Positioning: Strategy defining a brand’s unique place in its market.
Brand Storytelling: Use of narrative to emotionally connect a brand with its audience.
Branding: Strategic management of a brand’s image to differentiate it.
Broken Link: A link leading to a non-existent page, harming SEO and UX.
B2B (Business to Business): Marketing targeting businesses.
B2C (Business to Consumer): Marketing targeting end consumers.
Buzz Marketing: Creating viral excitement around a brand or product.

CAC (Customer Acquisition Cost): Total cost to acquire a new customer.
Content Calendar: Planning of publications to coordinate content strategy.
Call-to-Action (CTA): Message prompting an action (e.g., “Sign Up”).
Canonical URL: Primary URL indicated to avoid duplicate content issues.
Carousel Ad: Rotating ad (on Facebook/Instagram) displaying multiple images or products.
Chatbot: Automated program for responding to users via messaging.
Click and Collect: Online purchase with in-store pickup.
Clickbait: Sensationalist content designed to attract clicks, often low-quality.
Cloaking: Black Hat technique showing different content to search engines and users.
CLV (Customer Lifetime Value): Total value generated by a customer over their relationship.
CMO (Chief Marketing Officer): Marketing director defining digital strategy.
CMS (Content Management System): System (e.g., WordPress) for managing site content.
Community Management: Managing social media interactions to strengthen online reputation.
Content Curation: Selection and sharing of relevant external content for an audience.
Content Marketing: Creation of content (articles, videos) to attract and convert.
Content Syndication: Republishing content on other platforms to increase reach.
Conversion Funnel: Visitor journey from discovery to purchase.
Conversion Rate: Percentage of users completing a desired action.
Cookie: File tracking user actions for personalization or analytics.
Copywriting: Persuasive writing to prompt action.
Core Web Vitals: Google metrics measuring a site’s speed, interactivity, and stability.
CPA (Cost Per Action): Cost of a specific action in an ad campaign.
CPC (Cost Per Click): Cost per click on an advertisement.
CPL (Cost Per Lead): Cost to generate a qualified lead.
CPM (Cost Per Mille): Cost for 1,000 ad impressions.
CRM (Customer Relationship Management): Software for managing client relationships.
Cross-Channel: Integration of multiple channels for a cohesive customer experience.
Crowdfunding: Participatory funding for a project via online platforms.
Crowdsourcing: External collaboration to co-create a product or service.
CSS Stylesheet: Language defining a site’s design (colors, fonts).
CTA (Call-to-Action): Button/message prompting a specific action.
CTR (Click-Through Rate): Click rate (clicks ÷ impressions x 100).
Customer Journey: Complete path of a customer from discovery to loyalty.

Dark Pool: Programmatic advertising not publicly visible, reserved for specific buyers.
Data-Driven Marketing: Strategy based on data analysis to optimize campaigns.
Design System: Set of standards ensuring visual consistency in interfaces.
Display Advertising: Graphical or video ads on partner sites.
DMP (Data Management Platform): Platform centralizing client/prospect data.
DNS (Domain Name System): Translation of domain names into IP addresses.
Domain Authority: Score evaluating a site’s credibility for SEO.
Domain Name: Website’s URL address.ty backlinks.
Doxing: Unauthorized disclosure of personal data online.
Drip Campaign: Series of automated emails sent at regular intervals.
Duplicate Content: Identical content on multiple pages, penalized by Google.
Dynamic Ads: Personalized ads (e.g., Facebook) based on user behavior.

E-commerce: Sale of products/services online.
Email Marketing: Use of emails for prospecting or loyalty.
Transactional Emails: Informative emails following an action (e.g., order confirmation).
Engagement Rate: Measure of user interaction with content (likes, comments).
E-reputation: Brand image online, influenced by published content.
Evergreen Content: Timeless content remaining relevant long-term.

Facebook Ads: Meta’s advertising platform for targeted ads.
Facebook Pixel: Tracking code for measuring conversions and optimizing ads.
Favicon: Small icon associated with a website, visible in browser tabs.
Featured Snippet: Excerpt highlighted by Google at the top of search results.
First-Party Data: Data collected directly by a company (e.g., forms).
Footer: Bottom section of a webpage, often with links or legal information.
Funnel Marketing: Conversion funnel guiding prospects to purchase.

Gamification: Integration of game-like elements to boost engagement.
Geotargeting: Ad targeting based on geographic location.
Google Ads: Platform for running ads on Google.
Google Algorithm: System determining the ranking of pages in search results.
Google Analytics: Tool for analyzing site traffic and performance.
Google My Business: Tool for managing a business’s local presence on Google.
Google Search Console: Tool for monitoring and optimizing site SEO.
Google Tag Manager: Tag management tool for tracking site actions.
Growth Hacking: Creative techniques to accelerate business growth.

Hashtag: Keyword prefixed with # to categorize and amplify social media reach.
Header: Top section of a website, often containing the menu and logo.
Heatmap: Visual map showing the most viewed or clicked areas of a site.
HTML (HyperText Markup Language): Language for structuring webpages.
HTTPS: Secure protocol protecting user data.

Impression: Display of an ad, whether clicked or not.
Inbound Marketing: Strategy attracting customers through relevant content.
Indexing: Recording of webpages by search engines.
Influencer Marketing: Collaboration with influencers to promote a brand.
Internal Linking: Links between a site’s pages to improve SEO and navigation.

Keyword: Term used to optimize SEO or ad campaigns.
Keyword Research: Identifying relevant keywords for SEO or SEA.
Keyword Stuffing: Overloading content with keywords, penalized by Google.
KPI (Key Performance Indicator): Metric measuring campaign performance.

Landing Page: Page designed to convert visitors into leads or customers.
Lead: Prospect showing interest in a brand.
Lead Magnet: Free content (e.g., ebook, webinar) to attract leads.
Lead Nurturing: Actions to convert leads into customers via targeted content.
Link Building: Strategy to acquire quality backlinks.
Local SEO: Optimization for appearing in local search results.
Logo: Graphic symbol representing a brand’s identity.
Long Tail Keyword: Specific multi-word keyword attracting qualified traffic.
Lookalike Audience: Audience similar to a target group, used for ad targeting.
Loyalty: Actions to encourage customers to return.

Marketing Automation: Automation of marketing tasks (e.g., emails).
Meta Description: 160-character page summary for SERPs.
Meta Tags: HTML tags providing information to search engines.
Microsite: Small website dedicated to a specific campaign or product.
Mobile First: Design prioritizing mobile user experience.
MOFU (Middle of the Funnel): Middle stage where prospects evaluate a brand.

Native Advertising: Ads seamlessly integrated into a site’s content.
Netlinking: Strategy to acquire qualiNative Advertising: Ads seamlessly integrated into a site’s content.
Netlinking: Strategy to acquire quality backlinks.
Newsletter: Periodic email informing subscribers of updates.
Domain Name: Website’s URL address.ty backlinks.

Off-Page SEO: External actions (e.g., backlinks) to improve SEO.
On-Page SEO: Optimization of a page’s internal elements (content, tags).
Opt-in / Opt-out: Consent or withdrawal for receiving communications.
Organic Traffic: Visitors from unpaid search results.
Outbound Marketing: Traditional marketing (TV, radio) targeting a broad audience.

Page Load Time: Time a page takes to load, impacting SEO and UX.
PageRank: Google score evaluating a page’s authority.
Persona: Fictional profile of an ideal customer based on data.
PPC (Pay-Per-Click): Model where advertisers pay per click.
Programmatic Advertising: Automated buying of ad space in real-time.
Progressive Web App (PWA): Website offering a mobile app-like experience.

Quality Score: Google rating of an ad or page’s relevance.

Reach: Number of unique people exposed to a post.
Redirect: URL transfer to another to avoid errors.
Referral Traffic: Visitors from external links.
Remarketing: Targeting users who previously interacted with a site.
Responsive Design: Design adapting to all devices.
Retargeting: Ads targeting users who visited a site.
ROI (Return on Investment): Measure of campaign profitability.
ROAS (Return on Ad Spend): Profitability of ad spending.
Robots.txt: File directing search engines on pages to index.

Schema Markup: Structured tags enhancing SERP display.
Search Intent: Purpose behind a search (informational, transactional, navigational).
SEA (Search Engine Advertising): Paid advertising on search engines.
SEM (Search Engine Marketing): Combination of SEO and SEA.
Semantic Field: Words/phrases related to a keyword to enhance SEO.
SEO (Search Engine Optimization): Techniques to improve organic rankings.
SEO Audit: In-depth analysis of a site to identify optimization opportunities.
SERP (Search Engine Results Page): Search engine results page.
Site Architecture: Hierarchical structure of a site’s pages to optimize navigation and SEO.
Sitemap: File listing a site’s pages to aid indexing.
SMM (Social Media Marketing): Promotion via social media.
SMO (Social Media Optimization): Optimizing social media presence.
Social Proof: Social evidence (reviews, testimonials) boosting credibility.
Spamdexing: Fraudulent techniques to manipulate SEO.
Sponsored Content: Paid content to promote a brand.
SSL (Secure Sockets Layer): Protocol securing site data.
Storytelling: Narrative to emotionally connect with an audience.

Tagline: Short slogan defining a brand’s essence.
Technical SEO: Technical optimization of a site (speed, indexing).
Template: Graphic model for a site’s structure.
Third-Party Data: Data collected by third parties for targeting.
Thumbnail: Small image/video preview of content.
TOFU (Top of the Funnel): Initial stage attracting prospects.
Tracking: Monitoring user actions (clicks, conversions).
Transactional Emails: Informative emails following an action (e.g., order confirmation).
Referral Traffic: Visitors from external links.

UGC (User Generated Content): Content created by users (reviews, posts).
UI Design (User Interface): Design of a site’s visual interface.
URL: Unique web address of a page or resource.
User Flow: User journey on a site or app.
UX Design (User Experience): Optimization of user experience.

Viral Marketing: Campaign designed to spread rapidly via sharing.
Visual Identity: Set of a brand’s visual elements (logo, colors).

Webhook: Tool sending automatic data between applications.
White Hat SEO: Ethical techniques to optimize SEO.
White Paper: Expert document on a specific topic.
Wireframe: Initial schematic of a page or app’s structure.
Word of Mouth: Organic brand recommendations by customers.

XML Sitemap: XML file listing a site’s pages for indexing.

Yoast SEO: WordPress plugin for SEO optimization.

Zero-Party Data: Data directly provided by users (e.g., preferences).