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Comprehensive Digital Marketing Dictionary


A/B Testing:

Two websites or apps that are identical in every respect except for one, then comparing the user behavior to determine which site is better from a marketing, ROI perspective. A/B testing can also be used for email marketing campaigns and landing pages by changing factors that can determine your marketing technique.

Ad Extensions

Add-ons that contain unique information that is attached to your Google Ads. These extensions include location, pricing, callouts, site links, and click-to-call. Extensions help personalize your Google ads to create a richer user experience and to generate higher click-through-rates.

Ad Manager Account

An account on Facebook that allows you to run ads through the Facebook Ad Network.

Ad Network

Group of websites or digital properties that can display ads. For example, there are two Google ad networks. First, there is the Google search network that displays text ads with search results. Second, there is a Google display network which presents image ads that can be shown on websites that are partnered with Google.


A Google platform where websites can earn money by publishing Google ads on their websites.


Is an advertising campaign that allows you to manage all of your social media campaigns in one platform.


A set of goals that are followed by a computer that must be met in order to complete a task. Google uses the algorithm to order and rank website search results. The main ranking algorithm in SEO is “The Core Algorithm”.

Algorithm Update

Is a change made to the Google algorithm. Google makes several adjustments to their algorithms every year that impact the ranking of websites.

Alt Text (Alternative Text)

Text that is added to the HTML code of an image. It contains a description of the image that is used for visually impaired visitors and is a factor in SEO ranking. Alt Text is highly recommended for any image on a website.

Amazon Alexa

Alexa is Amazon’s home assistant that uses voice commands to do several different things such as play music using certain apps, answer questions, provide weather updates, and much more. Voice command has become an interesting role in SEO. As more people invest in command-controlled devices like Alexa, voice commanded searching is becoming more common. [OPTIMIZING FOR VOICE SEARCH]

Analytics and Forecasting

Analytics and forecasting combine market analysis with quantitative predictions based on the most appropriate form of marketing analysis selected. Once data is gathered from your sample, predictions are made to see how consumers will behave in the future. 

Anchor Text

Is the clickable words in a hyperlink. Anchor text is a ranking signal to Google for SEO because it provides context about the destination. For example, if several websites link to one particular website using the anchor text “great marketing agency”, Google understands that the destination site is a good source for a great marketing agency. As a result, it could help you rank higher in Google searches that contain keywords related to a great marketing agency.


Determine the types of media that are driving your customers’ purchases. Attribution analyzes the media “touchpoints” to determine the most effective media source for the future.


Using computer systems and programs to complete a repetitive task that would normally be performed by a human. Automation can be used for email programs that are accessed when certain task or goals are met. For example. it can also be used for remarketing by creating and presenting personalized messages to certain clients that have visited your website before or visitors who have abandoned a cart.

Average Pages on Site Visited

Google Analytics and other web analytics services allow you to see the average number of pages that each visitor has viewed. With some web analytics services, you can also determine the average duration of your visitors’ sessions.

Average Position

When using Google Ads, this can help advertisers see how their ads are ranking compared to competing ads on search page results. For the best results, advertisers typically want an average position between 1-4. Average position 5+ indicates that your ads are showing at the bottom of the search results page.


B2B marketing

Stands for business-to-business marketing, and mainly involves selling goods and service to other business. B2B marketing relies heavily on price and ROI factors.

B2C Marketing

Business-to-consumer marketing that involves promoting your goods and services to consumers directly. B2C marketing, therefore, entails SEO, social media marketing and other forms of content marketing.


When one website hyperlinks to another website using an HTML HREF code. Backlinks are important to Google’s SEO because if your website has many backlinks from popular/strong websites, this will tell Google your website has gained authority from your backlinks. This could improve your overall SEO and increase your organic search rank.

Banner Ad

Type of digital image ad that can be placed across many websites. Google runs the largest and most popular image ad network.

Big Data

Refers to the ever-increasing volume, velocity, variety, variability, and complexity of information. Big data can offer opportunities for marketers to increase customer engagement and customer retention.  


Bing is a web search engine that provides search results for web, video, image, and map. As of now, Bing controls approximately 20% of the search share.

Bing Ads

Bing provides pay-per-click advertising on both Bing and Yahoo! searches. Bing ads allow advertisers to create and serve ads based on keywords, location, demographics, and device targeting.

Black Hat

Refers to the unethical digital marketing who increases their SEO by using spammy tactics such as article spinning, mass directory link building, or negative SEO.

Blog (Web Log)

Is a web page that is frequently updated with new written content. Blogs are important for digital marketing agencies because they offer information on new innovative methods or strategies that can be used in the marketing field. Blogs can also act as authority signals for Google.

Blog Performance

Blog analytics provide insights into traffic, page views and a potential increase in sales based on information collected from a blog post. Your blogs can be optimized to analyze what’s relevant to your customers, so ultimately you can get the most out of your website.  


Sometimes referred to as a “crawler/ spider”, a bot is an automated entity that visits web pages. Bots reasonings for visiting the website are criminal, and normally their visits are counted in Analytics as junk traffic.


A potential customer that has advanced along the sales funnel and is almost ready to commit to a purchase. Towards the end of the sales funnel, it may be a good time to advertise a personalized pitch to the potential customer that could help lead to a conversion.

Bounce Rate

The percentage calculated from visitors leaving immediately after landing on your website. For example, if 200 people visited your website and 50 of those people clicked out of your website without starting a session, your bounce rate would be 25%. We suggest striving for a low bounce rate by optimizing your landing page to be relevant to what people are searching.

Bread Crumbs

Sub-links that show users their location on a webpage and how they got there. They normally look something like: Home > Digital Marketing > SEO

Business Dashboard

An information management tool that allows you to visually gauge key performance indicators (KPIs) and other critical information across multiple departments (e.g., marketing versus sales processes). In the same way that infographics simplify complex data by representing it visually, a business dashboard breaks down performance indicators in easily digestible charts and graphs in order to, for instance, assess the ROI of your latest marketing campaign.

Business Manager

A platform that allows you to manage multiple Facebook pages and their ad accounts in one central location.

Buyer’s Journey

is the progression of a buyer’s research and decision process that will ultimately lead to a purchase/conversion.


Call Analytics

Are tools that assess and track advertising performance while optimizing sales leads. Those familiar with web analytics will intuitively understand how call analytics inform the source as well as optimize the performance of call agents.

A Call to Action (CTA)

Is some kind of instruction directed at the audience to provoke the desired action. These can be used in display ads, blog post, or even search ads to increase the chance of a conversion.  


Series of Ads that share the same idea and marketing a similar product/service. In digital marketing, campaigns can run on search and display advertising platforms, social media, and email platforms.


Code that is added to the head HTML of a webpage to show Google if the content is original or duplicated. For original content, it should canonical to itself, and for duplicated content, it should canonical to the original source.

Cascading Style Sheets (CSS)

Document of code that controls how the website will appear on a screen. CSS allows web designers to style batched-sections of HTML code all a one time, instead of individual lines of code one-at-a-time.

Channel Marketing

A channel is a route that takes goods from the producer to the consumer. This a type of business-to-business marketing program that works to improve the transmission of goods from the producers to consumers. Marketing channels are also known as distribution channels.

Click-thru Rate

Is the percentage of total clicks that advertisers collectively receive from all of their ad impressions. A high click-thru rate is one of the most important aspects of your pay-per-click advertising campaign.

Closed-loop Marketing

When sales and marketing process are aligned in order to close the loop between two areas within your company.

Cloud-based Integration

System integration, cloud-based integration is a service that configures several application programs and brings their data resources together in the cloud.


The fundamental component that is used to build a website. Code is most commonly used in web design that is: HTML, CSS, JS, and PHP.

Community Manager

Lets you generate enthusiasm about your company and be brand advocates across social media channels. Community managers create a social persona that is used when interacting with prospects on social media sites like Twitter, Facebook, and Instagram. The main job of a community manager is to build brand awareness among prospects who may not have even heard of your brand before.

Consumer Involvement

Can show how much time consumers are willing to take through the buying cycle. Depending on the involvement of consumers, it could mean that some require reminders, and that gives your company the opportunity to offer incentives to buy.

Contact Form

A page on a website that contains fillable fields for visitors to contact the owner of the website.


Online media that can be read, watched or interacted with.

Content Marketing 

The process of providing relevant and engaging content to consumers over an array of digital channels. Content marketing is focused on owned media, this includes websites, blogs, social media feeds, and email marketing initiatives. With content marketing, you’re aiming to acquire new customers and retain those loyal customers.


A goal that has been predefined. This is used to track how many site visitor that have converted by triggering your goal.

Conversion Rate

The rate at which visitors complete the predefined goal upon visiting your website. The conversion rate is calculated by dividing the number of goal achievements by the total number of visitors.

Conversion Optimization

Is a way to increase the number of visitors to your website that you effectively convert into customers. A “conversion” could also be defined as turning a visitor into a regular visitor or subscriber.

Cost-Per-Acquisition (CPA)

Measures how much money is spent in order to acquire a new lead/customer. It can be calculated by dividing the total money spent by the number of conversions, for a given period of time.

Customer Relationship Management (CRM)

A system/platform that allows you to manage and automate your company’s interactions. A CRM can help your company sync their sales process, as well as automate customer services.  [CRM STRATEGIES]

Cost-Per-Click (CPC)

The amount of money spent for a lick on an ad. In Google Ads, keywords have an estimated click cost, but the prices change in real time as advertisers bid against each other on keywords.

Cost-Per-Action (CPA)

Tells marketers what particular advertising expenditures amount to in the real world. Cost-per-action is found by dividing the total cost of the advertisements by the volume of people who responded within a designated time frame.

Cost-Per-Thousand (CPM)

The amount an advertiser pays for 1,000 impressions of their ad. CPM is most common in awareness campaigns because impressions are most important compared to conversions.

Conversion Rate Optimization (CRO)

Aims to improve the conversion rate of web pages, which results in pages being more profitable. CRO influences the behavior of the web page visitor by combining psychology with marketing web design. Much of CRO testing is done by A/B split testing to determine which page version does best.


An automated bot that scans websites. Crawlers crawl through the code of a website and used by Google to find new content and evaluate website quality.

Customer Experience Compatibility

Ensures that users can access and navigate your website without issues whether they’re coming to your site through a Smartphone, tablet or desktop.

Customer Experience Tools

Allow marketers to track and optimize different aspects of the customer experience. Customer experience tools through email automation and social media can give you more insight into customers’ desires and expectations.



Is a web page that contains data about the performance of a website or a digital campaign. The dashboard can pull information from a series of data sources and display it in an easy-to-read format.

Data-driven Marketing

Refers to strategies built on insights from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors

Digital Advertising Platforms

Includes ad networks such as channel advertising, search advertising, and the expanding world of mobile advertising.

Direct Marketing

Selling your product or service directly to the consumer without the use of a retailer. This can include selling from your website or from telephone selling.

Display Ads

Advertisements on a display network that are seen on websites, blogs, and social media. Display ads include images, flash, video, and audio.

Display Advertising

A form of advertising that uses display banner and rich media. Display advertising is normally placed on web pages and can contain text, images, or even flashing components.

Display Network

Websites and apps that display advertisements. 90% of people on the internet can be reached through Google’s display network of over 2 million websites. You can target consumers based on keywords/topics, placement of ads on web pages, and through remarketing


Categorically list of websites with similar themes. Some directories such as The Chamber of Commerce can be helpful for SEO. 


A hyperlink is a dofollow link until a “nofollow” piece of code is added to it. Dofollow links pass SEO, while “nofollow” links do not.

Domain Name System (DNS)

Protocol that translates URLs into IP addresses. DNS is used because it is easier for internet users to remember letter/words, instead of a string of numbers.


Is a highly customizable content management system (CMS). Drupal is a great free resource that can be used by business owners that are less familiar with programming. A great benefit of Drupal is the opportunity to go with a CMS that won’t present any scalability issues down the road, and one that plays nice with search engines and mobile devices.

Duplicate Content

When portions of text are found in two different places on the web. When content is found on multiple websites, it will cause ranking issues because Google doesn’t want to show multiple websites with the same information. This can be the result of plagiarism, automated content scrapers, or lazy web design. Duplicate content can also be a problem within the same website — Google may not understand which version to show in search results, and the pages are competing against each other. (This occurs when new versions of pages are added without deleting the old version, or poor URL structures.)

Dynamic Remarketing

Gives the opportunity for marketers to remarket their brand to a previous website visitor. The goal of dynamic remarketing is to help customers continue along the buying cycle by reminding them that you are still there and you noticed them.

Dynamic Pricing

An adjusted price offered to a consumer. For example, this could be a first-time customer price or maybe a point-of-sale discount to increase future customer engagement.


E-commerce (a.k.a. Electronic Commerce)

Is the electronically conducted transactions over the internet. E-commerce includes B2B and B2C, where the consumer can purchase goods/services directly online.

Email List

Is essentially a list of email addresses that are used to send targeted marketing campaigns via email. These lists are normally separated into different segments by what the company classifies the customers as.

Email Marketing

Using email as the medium to generate sales, and increase awareness and conversions.

Email Automation

An automated marketing system that sends emails based on designated triggers. Email automation is a CRM tool that automatically interacts with your customers and can even add targeted messages.

Email Marketing Campaigns

Marketing your brand by sending commercial messages to a certain audience using email as a medium. Being able to reach large audiences without relying on print or television marketing can have a huge impact on your company.  


Provides a secure identification for online transactions.


Facebook Ads Manager

A tool that allows marketers to create, manage and observe how ads are performing on Facebook and Instagram.

Facebook Advertising

An ad network that allows marketers to reach potential and current consumers through Facebook. Facebook advertising bases their audiences on demographics that marketers can use to target their ads.

Facebook Profile

A personal account that is created for each individual user.

Facebook Business Page

A Facebook page that is created to represent a company that allows them to engage with users. In addition, using a Facebook business page allows access to Facebook Ads Manager.


An icon or logo representing a website that appears in the address bar or next to the site name.

Featured Snippet

A piece of information that is summarized by Google that was taken from a website and placed directly into search results. Featured Snippets appear at the top of search results and contains a link to the source.


A site where ideas/questions can be shared and exchanged between one another.

Form Fill

Sometimes can refer to a conversion, form fill is when a customer fills out a contact form on a website.


The clutter on a webpage that could be distracting your visitor from converting.



Infusing your website with game-like elements to increase customer participation and customer engagement. ( Rules, Scorekeeping, and Competition )


One of the biggest search engines in the world. Google allows you to search something or someone on the internet with ease. Over the years, Google has introduced many new platforms and partnerships to make it an essential marketing tool.


Is Google’s social media platform that constantly updates its functionality. Google+ is also used for “Google My Business” which can contain unique information about your company.

Google Ads

Google’s online advertising platform that allows you to show ads through search and display networks. Google Ads offers many different kinds of pay-per-click (PPC) automation. Whether you are striving for awareness or high conversions rates, Google Ads can help you by controlling your keyword bids automatically. Ads are displayed through Google’s search results or through Google’s network partnerships.

Google Algorithm

A system that determines where websites will show on a Google Search. Google algorithm is always updating and each update can alter websites rankings worldwide. No one knows the exact algorithm however, Google does offer/suggest “best practices” for appearing higher on search results.

Google Analytics

Google created a platform that allows a marketer to see users interactions with a website. It displays information such as conversions, user demographics and metrics, page sessions and durations, and data directly influenced by Google Ads. [ARE YOU MAKING THE MOST OF GOOGLE ANALYTICS?]

Google Click Identifier (GCLID)

Consist of a small strand of numbers and letters that make up a unique ID badge for visitors.  Generally, this is used to keep track if they have arrived at the site from a PPC ad. This will provide accurate data tracking into Google Analytics.

Google Home

A voice commanded device that allows you to connect your home network to complete a task such as Google searches, schedule appointments on a calendar, ask simple questions (“how is the weather?”), play music through specific apps, and set alarms.

Google Hummingbird

This has changed the Google search result algorithm so that search results will now contain results directly associated with the search itself. For example, if you searched “Cheapest way to build birdhouse without using wood”, it will no longer show results that included wood as a building material.

Google Maps

Navigation platform offered by Google to find stores, restaurants, businesses, and any location worldwide.

Google My Business

Where a business can provide information so that it appears in search results, map packs, and location services. Google My Business can contain company information such as company name, address, phone number, website, reviews, as well as hours of operation. Local SEO relies heavily on Google My Business.

Google Panda

An algorithm that analyzes the quality of a website’s on-page content by determining if the content was related to what was searched. Sites that were not relevant to what they were displayed for received lower quality content scores, resulting in them not being shown at the top of the search results.

Google Partner Agency

A Google certified agency is required to have an employee managed Google Ads account that meets a certain budget, meets a required overall ad revenue and growth, and continue to grow their customer base. [ROI’s GOOGLE PARTNER BADGE]

Google Penguin

An algorithm that was designed to find sites that were deemed to be spamming in the search results. These sites practice “black-hat SEO” which involves buying links or obtaining them through link networks that are specifically aimed to boost Google rankings.  

Google Pigeon

A Google algorithm that focuses on providing local results for searches. This is done by either searching the location you are interested in, or Google tracks your location and shows results based on your current location.

Google Reviews

Google My Business allows for reviews to be left by customers/clients that contain a star rating from 1-5, and a short description of their experience with your company. These reviews can be shown on Google searches and positively affect your SEO rankings.

Google Search Console

A Google tool that allows you to check your indexing status and optimize visibility of your website.

Graphical Search Inventory

Refers to all of the graphic imagery that is connected with a certain search on major search engines such as banners, animations, and pop-ups. Ads such as these are shown after a relevant search term has been searched.



The symbol # that is used before a company slogan or phrase on social media platforms. Adding a # allows other users to be exposed to your post by putting your post in a group with like hashtags.

Help A Reporter Out (HARO)

Sourcing service that connects journalist and bloggers with relevant expert sources to help journalist meet their deadlines.


Can either be the top portion of a website that contains a menu and logo, or a part of the HTML code that contains important information in regards to the website.

Header Code

Code that is placed in the universal section of a header so that it can be viewed and accessible from all the pages on a website. Normally, the header code will contain snippets of code for tracking so that data can be taken directly after the first page is loaded.

Header Tags

In HTML, header tags are used to affect the text headings on web pages. These text headings are generally topics of the web pages or subtopics that the viewer should be focused on. Header tags consist of H1 is the main title of a page, H2 being the subtopic underneath the H1 topic, and so on and so forth.


A geographical representation of how users interact with your website. Heat Mapping can analyze and display where users are clicking on your website, where they scroll, and where they hover. Heat Mapping is used to analyze user behavior and optimize your website accordingly to their interactions.


A social media management platform that allows you to create automated and integrated marketing campaigns over various social media platforms. Hootsuite also can target certain demographics in your post as well.

Hreflang Tag

Code in the HTML that tells the search engine what spoken language your website uses. This is very helpful when you have multiples of a webpage in different languages. Google is able to show the relevant content to the correct audience.


Is an all-in-one marketing platform offers many different services such as blogging, lead management, search engine optimization (SEO), email marketing, and automated marketing campaigns.


A link created from one webpage to another by an HTML code. This is normally connected to a word or phrase on a webpage that is highlighted for website visitors.

Hypertext Markup Language (HTML)

Is a group of code that tells the browser how to display the webpage. HTML is used to tag text files to create font, color, and graphic attributes of a webpage.

Hypertext Transfer Protocol (HTTP)

Communications protocol used to define how data is transmitted and formatted, and the actions the web browsers should take when responding to a command. Basically, if you type in your address, the HTTP command sends and receives your website and sends it to your browser.

Hypertext Transfer Protocol Secure (HTTPS)

HTTPS has the same jobs as the HTTP however, upon loading the website, HTTPS adds a layer of security so no third parties can gather data from your webpage.


Idea Management

Creating, capturing, and analyzing ideas with the intent to turn those ideas into real-world solutions for your company. Idea management allows you to streamline your business and apply solutions to future problems.


HTML file embedded inside another HTML file on a website. Iframe HTML is used to insert content from one website to another.

Image Advertising

A way to improve your company’s image through online advertising.


How many times your online advertisement is shown in reach results to a potential customer/client.  

Impression Share

The percentage of times viewers have seen your ad, in relation to the total possible amount of times that ad could have been seen. For example, if a marketers impression share is 40%, that means the ad has been shown 4 out of the 10 times it could have been shown.

Inbound Marketing

The activities and strategies that are used to attract users to a website (blogs, search engine optimization (SEO), and social media marketing). Inbound marketing plays a big part in creating a good web presence because it can educate and build trust with users.


When Google crawls websites to be shown in search results, and their web pages are collected and stored in the index.

Influencer Marketing

If when instead of targeting a specific group of people or consumers, you focus on targeting an individual. [KNOW THE RISKS]


Visual images that quickly fetch data that can be used to improve content to be more engaging and work well across mobile media.

Interactive Content

Gives users the chance to interact with a website by participating in polls, questionnaires, and galleries. Interactive content increases customer engagement and could help make them a loyal customer.

Internet Protocol Address (IP Address)

A unique set of numbers that identifies each and every computer using the internet to communicate over a network. The IP address is uniquely different from every device and can be used to locate and differentiate the difference between one another.



A programming language used to construct applications to run on digital devices.


Allows you to implement interactive applications on web pages that cannot be completed with just HTML or CSS.


Key Performance Indicators (KPIs)

Indicators that are crucial to your company’s success. KPI includes how you are performing on the key objectives of your business.


A word/phrase that represents a piece of content you wish to advertise. When searching for something on Google, keywords are used to decide if your advertisements will show the search results or not.

Keyword Density

Is the percentage of how often a keyword shows on a webpage in relation to the total words on a webpage.

Keyword Optimization

The process of marketers in analyzing and optimizing their keywords to create more relevant and effective traffic from search engines. Using the right keywords can help improve conversions and improve your click-through-rate.

Keyword Phrase

Is a group of two or more words used to find information when searching in a search engine. When creating your keywords, sometimes one word may not be enough. Keyword phrase allows you to string more than one word together to show more relevant search results.

Keyword Stuffing

When a web page contains a keyword that is being overused with an intent on influencing the search engine. This could result in either algorithmic devaluation or a penalty from Google.


Landing Page

The website/webpage users will be taken to once they click on your ad or link. Landing pages can be designed to direct site traffic to a certain path or lead to conversions.

Landing Page Optimization (LPO)

Optimizing your landing page to ensure that the company’s first impression on customers is effective and relevant to what they want to see. Your landing page is important as it could be the first impression your brand has on a visitor.

Latent Semantic Indexing (LSI)

Indexing method that creates relationships between words and phrases to create a better understanding of the subject matter. LSI is used to increase the precision and accuracy of your ads when displayed in search engine results.


A potential customer that express interest/intent of making a purchase through either a call, email, or online form submission.

Lead Conversion Rate

Is the percentage of leads that ultimately become customers.

Lead Nurturing

The process of developing relationships/connecting with customers through every phase of the buying cycle. Lead nurturing involves communicating with customers to understand needs, then provide corresponding answers.


Also called a hyperlink, it is a string of hypertext transfer protocol to connect web pages. There are two main types of links: internal links are links that direct you to other pages on the same site, external links will direct you to a different website.

Link Profile

A grouping of all links that are directing to a particular website. Link profiles are used to determine a website’s power, trust, subject matter, and content. That being said, link profiles can affect where a website ranks on search results.

Link Network

A strategy that involves using a network of websites that are all connected with links in order to boost backlink profiles to appear higher in Google search results. These networks are against Google’s guidelines and will be penalized.


A social networking site aimed to help professionals connect with jobs, business, and other professionals. Linkedin also allows you to market, post jobs, and share professional content.

Linkedin Advertising

Give marketers the opportunity to advertise on Linkedin while targeting unique audience attributes such as job title, years of experience, and industry.

Local Search Engine Optimization (SEO)

Tactics that strive to improve your local SEO. Local SEO is becoming more and more important as mobile users increases. For example, people can now search quickly in search engines to find your local business, directions, hours of operations, and reviews.

Long Tail Keyword

Keywords that are longer in length than traditional keywords and are hyper-specific. These keywords normally have fewer searches per month but have higher search intent.

Lookalike Audience

Is a target option available as a Facebook ad service. Lookalike audience allows you to create common characteristics among your audience members through email list and fan on your Facebook page. Facebook can target users that express similar interest or qualities to the lookalike audience.

Loyalty Program

Is a program designed to give a unique advantage to your loyal customers. This includes early access to new products, promotions, or even free products.



Open-source e-commerce platform that allows for marketers to take control of their online marketing channel while expanding to new marketing channels. Magento offers a variety of useful features for your e-commerce company.

Map Pack

The part of Google searches that shows three business listed in local map section based on “near me” searches, and for local intent.

Marketing Analytics

Measures the marketing performance to offer information into web optimization to increase marketing efforts and ROI. Analytics should contain information about your customers, industry, and lead generation.

Marketing Environment

External and internal factors that affect a company’s relationship building with customers. Marketing environments can be broken down into three parts: microenvironment, meso environment, and macro environment.

Marketing Qualified Leads (MQL)

Are leads that have been deemed a higher possibility to become a customer than the other leads. Closed-loop analytics and lead intelligence can differentiate high-priority leads from the others.


Category of traffic that has come to a website that is tracked by Google analytics. Examples are organic, CPC, email, and referral.

Meta Description

A meta tag that provides a 320 character description of the page. Meta descriptions are important because they display in Google search results underneath your URL link. [GOOGLE’s NEW META DESCRIPTION LENGTH]

Meta Keywords

Meta tag that shows the specific keywords addressed in a page. Keywords no longer apply to how a page is categorized to a search engine due to misuse.

Meta Tags

Snippets added to a webpage’s code that add information for web crawlers. Meta data is used to help search engines decide what to display in search results.

Metasearch Engine (a.k.a., an aggregator)

Collection of two or more search engine data that presents a streamlined result to the user. This means that customers will be exposed to a larger pool of information that is expanding their search coverage and could expose your brand.

Mobile App Development

Is creating and introducing application software to mobile devices. Mobile app development relies heavily on the user interface to ensure responsiveness of all mobile devices.

Mobile Marketing

Interactive promotion of products and services for mobile devices. Mobile marketing includes diverse technology, trade shows, or billboards.


NAP (Name, Address, Phone Number)

NAP is an acronym for local citations that are a huge part of your local SEO campaign. SEO authority is built by having your business’s name, address, and phone number in local citation websites.

Native Advertising

A form of online advertising that matches the form and function of the platform the advertising itself appears. Native advertising is meant to “blend in” or look like organic search engine results.


A link attribute in the HTML that communicates that the destinations should not give SEO benefit to the recipient. In Google’s guidelines, it is said anything that was paid for such as a press release or article, should have a nofollow tag.


Online Advertising

Using the internet as a medium to create web traffic, while targeting and delivering to the right customers.

Off-page Optimization

This includes the ranking of your page or link popularity among consumers. These are two off-page optimization factors that can impact your company’s performance on search engines.


Website traffic that is accumulated from non-paid search engine results. Organic clicks/traffic is a measurement of an SEO campaign and will continue to grow as the site ranks better for keywords.

Outsourced Marketing

When a company uses a marketing agency to create, implement, and monitor all of the company’s campaigns including automated marketing for social and media marketing.



Google search engine algorithm created to rate the quality and relevance of webpage content. If webpage content was thin, non-original, or written poorly, it would be devalued in search results.

Partner Relationship Management

A strategy for intensifying the communication between companies and their respective channel partners.

Pay-per-click Advertising (PPC)

An internet marketing advertising strategy that aims to increase traffic to a website by charging marketers for clicks on digital networking advertisements. PPC advertising has many different formats and techniques that individually contribute to different goals.


A document that contains a digital image of text or graphics. PDF’s are used quite often on the internet because they are easily uploadable and able to be imported and converted easily.

Peer-to-Peer Marketing

Encourages customers to discuss and share experiences and opinions about products or services with one another.  Peer-to-peer marketing can involve loyal and satisfied customers advocating your brand in the ever-expanding world of social media.


A violation issued by Google, for breaking Google’s guidelines, and the penalty can result in the removal from search engine results. The issued that caused the penalty initially must be fixed before the violation is lifted.


A Google algorithm that determines the quality of links pointing to certain websites. Penguin was created to limit spammers from conducting blackhat SEO practices.

Performance-based Advertising

A form of advertising in which marketers pay only when there are measurable results. Performance-based advertising makes it easy to calculate ROI because you are ensuring an optimized advertising budget for your company.

Personalized Marketing

A form of advertising that involves created and sending personalized messages to your individual customers. This can positively impact your customer retention or customer relationship management.


A Google algorithm that aims to serve up locally target information in specific Google searches.


What rank/place your website appears in Google search result.

Predictive Analytics

The use of data to determine the likelihood of future outcomes based on past events and data. Using predictive analytics can better prepare marketers by optimizes marketing strategy to maximize profits.

Private Blog Network (PBN)

A link network that contains a private collection of websites that are all linked together. The purpose for PBN is to manipulate search engine by adding a large number of links to a website.


Regarding a potential customer that is likely to succeed a purchase from your company. Prospect are also referred to sales-ready leads.


Are more than just the demographics’ of your customers, psychographics are the personal values and traits that direct someone’s lifestyle choices. Your customers’ psychographics can be grasped through A) more direct queries or B) website Analytics


Quality Score

The Google Ads rating is given to ads based on keyword quality, the relevance of the ad, click-through-rate, and landing page relevance and quality. Ads rating directly affects the ranking of your ad on google search results.


The words actually used in a search engine request.



Refers to where a website shows to the researcher on the search engine results. A site will either increase or decrease in rank over time either because of search terms, or queries.

Really Simple Syndication (RSS)

Allows users to keep track of updates to multiple websites in a central location instead of having to manually check them in every single site.

Reciprocal Link

When two websites are linked together, generally to increase both of websites search engine ranking. Reciprocal links can sometimes be deemed as a violation and could receive a penalty.


When a web browser takes a user from one page to another without the user clicking on any button or without making any input. This is accomplished by using a 301 redirect to improve user experience.


Driving traffic or creating customers by word-of-mouth.

Referral Program

Creating incentives for the referee and referred the customer, which drive customer loyalty.

Referral Traffic

A source of traffic like direct and search traffic that can be tracked by Google Analytics. Referral traffic is obtained from a visitor visiting your website from outside a search engine. This could be links in blog post or emails.

Rel Canonical

Within the HTML “rel” associates with links, and “canonical” links the original or authoritative page which content is being used. “Canonical” is used to prevent duplicate content issues and maintain search engine rankings.


A type of paid advertising that allows marketers to show ads to customers that have already interacted with your company. Remarketing is all possible by “cookie” being stored in a users browser once they visit your site the first time.

Responsive Web Design

Creating and designing a website to show all of the content on all screen sizes or devices. Your website will react to your user’s device by either shrinking or enlarging based on the display screen size.

Return On Ad Spend (ROAS)

The metric that refers to the amount of profit made compared to the amount of money spent on pay-per-click ads.

Return On Investment (ROI)

ROI allows for markers to see how effective their marketing campaigns are by calculating the ROI, which is sales growth from the campaign minus the marketing cost divided by the marketing cost.


File that is stored on a website’s server that provides basic rules for indexing robots that “crawl” the site. This file allows you to specify what files and folders that can be viewed by the indexing robots.


Sales Contract Management

Creates a streamline contracting cycle that can be paired with your CRM platform to allow you to measure compliance, monitor risk, and implement sales contracts all in the same place.

Sales Funnels

Are essential inverted pyramids that provide information about a company’s sales process. Sales funnels can help in the development of sale processes by seeing how to customers react to certain stages in your sale process.

Sales Lead Generation

Is the institution of consumer interest or inquiry into a business. The overall goal for lead generations is to turn one-time customers into loyal/lifetime customers.

Sales Performance Management

Monitoring and guiding personnel to improve their ability to sell your company’s products and services.


By increasing the complexity of your business, you have the ability to grow into new markets while meeting higher demands in the future.

Schema Markup

A small portion of code on the HTML that provides the search engine information about the business, person, place, or product.

Search Engine

A program that allows you to search through information that returns results based on the words that were searched.

Search Engine Marketing (SEM)

Digital marketing that seeks to improve your brand reach by improving your presence on search engine pages and using paid search advertising.

Search engine optimization (SEO)

A strategy of increasing your website’s visibility on an unpaid search result. The better your SEO, the higher you will rank in organic search results. This is very important because it has been shown that 75% of searchers don’t scroll past the first page.

Search Engine Results Pages (SERPs)

The list of results that are provided after a search is created. Your search engine marketing initiatives and optimization directly impact your overall rank on the search engine result pages.

Search Network

A group of websites where ads can appear. For example, Google’s Search Networks allows ads to show on Google websites and non-Google websites that partner with Google.

Search Operator

A modifier that adjusts text that is used in Google searches to show results that are more specific.


A measurement in Google Analytics that tracks the period of time that one website visitor is interacting with a website. Sessions are not dependent on the number of pages visited/viewed, so if a visitors goes to 10 different pages, it still only counts as one session.


Apple’s voice commanded search technology that allows for hands-free experiences with iPhone and other Apple products.


One of Google’s many ad extensions that allow you to show specific web pages underneath your advertisement. Sitelinks can personalize your advertisements by offering specific information searchers are looking for on your website.


XML file or could be a page on a website that lists all of the pages and posts for search engines to see. This file helps search engines understand the information on your website.


Is the portion of the URL that follows the .com.


When you integrate the sales and marketing processes of your business. The goal is to have your sales and marketing objectives have integrated approaches.

Social Media Management

A manager that observes, and interacts with customers through social media platforms such as Twitter, Instagram, Facebook, etc. Social media is very important to any company because it provides an opportunity to connect with your customers on a personal level.

Social Media Marketing

Advertising through social media platforms that aims to increase traffic to your website or build awareness to ultimately reach higher conversions. When marketing on social media, it is important to be relevant in your ads to really drive customers to leave the social media platform and visit your website.


A Google Analytics term that can specify where traffic is coming through or the source of web traffic.


The many different heinous activities in digital marketing that are done to either increase a website’s rank or to harm a competitor. Generally, spam is often seen in the form of hundreds or thousands of low-quality backlinks that were created for black hat SEO to affect the rankings of a website.


An automated program that views websites referred to as a “crawler”. A spider bot is often used so that websites can be ranked and added to a Google search.

Style Sheet (CSS)

Short for Cascading Style Sheet (CSS) and is basically used to tell a website’s HTML how it should appear on a screen.



When using WordPress, tags are identifying the post based on keywords and the topic. Tags are also used to help differentiate posts in various media posts to allow easier visibility.

Targeting Email

Sending emails to audiences that have been identified and have been labeled to have interest in the subject matter of the email.

Title Tag

An element of the HTML that is used to report the specific topic of the web page, that appear in the top bar of the web browser. For SEO, we suggest having descriptive titles tags that feature the main keywords.

Tracking Code

A script that is often placed in either the footer, header, or thank page that passes along information for data gathering. Platforms such as Google Analytics and Ads use tracking codes to gather their data.

Treatment Page

Page treated for more efficient performance in A/B testing.


A social media platform that allows you to interact with customers through tweets or direct messaging. Twitter is a “mini-blog” platform that allows a post to be constructed of 140 characters. Twitter can be used to share links, images, and information publicly to be seen by your account’s followers.  

Twitter Advertising

Creates the opportunity to advertise your tweets to users who don’t follow you for it to appear on their feed. Just like most advertisements, they can be used for different things, such as: drawing brand awareness, gaining a larger audience, extending your reach through the social media platform, or reaching out regarding a certain topic.


Uniform Resource Locator (URL)

Refers to the specific address on the world-wide-web.

Unique Visitors

Metric used in analytics to illustrate how many unique users have viewed a website over a period of time. Unique users are tracked through their IP address so that if they come back multiple times, it will still only count as one visitor.

User-Generated Content

Any content that has been outsourced to current users of a product or service. User-generated content can increase your brand’s exposure while improving customer engagement.

User Experience (UX)

How a user interacts with a website or app (clicks, which pages they visit). UX can be tested by assigning different page layouts, CTAs, colors, and content to see how conversion rates are affected.

User Interface (UI)

Refers to the area where a user interacts with an interface through a digital device. Good UI needs to be fluent and easy for people to maneuver and understand.



A term in Google Analytics that has recently been changed to “sessions”.


A metrics used in Google Analytics that classifies users over a period of time as either new visitors or returning visitors. Users are classified as returning users when they have already browsed your website within the given time frame.

Video Marketing

Advertising that involves a short video (usually less than five minutes long) that addresses certain concerns while drawing on content form articles.



A content management system that features a very instinctive plugin architecture and popular template system. In a marketing context, WordPress is seen as the gold standard blogging foundation upon which to run your inbound Marketing.

Web 2.0

The second major phase in the development of the web. This indicates the shift from static web pages to dynamic content, social media, and user-generated content.


An online seminar that is used to provide information in either selling, informing, or training a group of viewers who have registered for the presentation.


A group of documents all in one document that is accessible via the web.

White Hat

A term used for marketing that does not participate in work that could be viewed as black hat marketing or black hat SEO.


Cursory layout drawing that acts as the first step of a design process.


eXtensible Markup Language (XML)

Is primarily used to categorize data to ensure it is being used more effectively by humans and machines. XML allows for information to be communicated easier to computers, that initially may have a hard time communicating.

XML Sitemap

A document that categorizes all of the relevant pages, post, and files of a website. XML sitemaps are designed to help search engine crawlers find all the pages of a given website.



A social website that allows for users to leave reviews and ratings on businesses.


A video sharing website that is part of Google’s ad network that is the 2nd most used search engine in the world.

Youtube Advertising

Ads that can be shown through Youtube’s videos and be connected with the Google Ads platform. There are 6 different ads formats that can be used on Youtube such as display ads, overlay ads, skippable and not-skippable ads, bumper ads, and sponsorship.

Yahoo! Search

A search engine that is owned by Yahoo, and is the third largest search engine in the United States.



A content management system that allows easy integration for the community of freelance writers.


301 Redirect

Method of redirecting a visitor from one webpage to another webpage. For example, if you have two webpages (Webpage1, and Webpage2), you can redirect visitors from Webpage2 to Webpage1. This is used as a permanent redirect for when you no longer want visitors to view a particular webpage.

302 Redirect

When users are redirect from one webpage to another. However, this is for a temporary solution.

404 Error

This is an error that will appear when a user/visitor tries to load a webpage that does not exist.