DIGITAL MARKETING GLOSSARY
Glossary for Not-so-techies
Some of these terms in this glossary may have other meanings in other places but the definitions provided here are for marketing purposes.
Sure you could Google all of these terms but I went ahead and did all of the work for you! Enjoy..
Above the Fold – Content positioned on the top most portion of a web page, so it is visible without having to scroll down.
AdWords (Google) – Advertisements that appear on Google when you search for information.
Affiliate Marketing – Selling a product or service on behalf of another business in return for an agreed upon commission.
Algorithm (Google) – A combination of more than 200 unique signals or “clues” that make it possible to guess what you might really be looking for in Google.
Alt Text – The alternate text of an image, which tells Google what the image is of. This also tells vision impaired users or users who have images disabled in their web browsers what the image is of. EG: “image of two people shaking hands.”
Analytics (Google) – A tool that allows you to analyse the volume of searches for a particular keyword across different regions, categories and time frames.
Anchor Text – The anchor text, link label, link text, or link title is the visible, clickable text in a hyperlink.
Automation – Software platforms and technology designed to perform repetitive tasks.
Autoresponder (Software) – a program that automatically generates a set response to all messages sent to a particular e-mail address.
Autoresponder Sequence – a series of emails set up to automatically send to new subscribers at specific intervals after they have joined a list.
Backlink – Links from other web pages pointing back to yours.
Blog – a regularly updated website or web page, written in an informal or conversational style and displayed in reverse chronological order.
Bounce Rate – The percentage of people that enter and leave your website from the same page without clicking through and visiting any other pages on your website
Click Through Rate (CTR) – the percentage of visitors to a web page that click an advertisement or other hyperlink on the page.
Commercial Value – The number of clicks a web page could receive if ranked at #1 on Google multiplied by the average cost per click if you were advertising against this keyword.
Competition – The top 10 websites that appear for a particular keyword search on Google that you want to appear on page one for.
Content Management System (CMS) – Content management system. A CMS allows you to manage the content on your website
Conversion Rate – The percentage of visitors to a web page who participate in an action beyond just viewing the content.
Conversion Rate Optimization (CRO) – A system for increasing the rate at which a visitor to a webpage converts or takes an action beyond simply reading the content.
Cookies – A small piece of data sent from a website and stored in the visitor’s browser. This data is resent to the website server whenever the visitor returns to that site.
Cost Per Acquisition (CPA) – How much it costs the advertiser to acquire the information of a lead or customer.
Cost Per Click (CPC) – How much it costs the advertiser each time their advertisement is clicked by a visitor
Cost Per Impression (CPI) or Cost Per Thousand Impressions (CPM) – the cost of placing an advertisement on a web page paid based on the amount of potential customers (CPI = per visitor; CPM = per 1,000 visitors) it is exposed to.
Customer Relationship Management (CRM) – The management of a business’s current and potential customers. This is usually managed with a mobile or web-based application and can include tracking of emails, phone calls, text messages, live chat, fax, social media, website interaction and more.
Domain (Name) – The ‘street address’ or location where a website or other information can be found online.
E-Commerce – The act of trading products or services online.
Forum – Online discussion website where conversation is held in the form of posted messages.
Funnel – The buying process that businesses and entrepreneurs guide potential customers through broken up in to different stages.
Geo-Targeting – The method of determining a web visitor or app user’s location and delivering them different content based on their location, IP address, zip code etc.
Hyperlink – a link from from one document to another document or another part of that document that is activated once it is clicked.
Impression – The single display of an ad in front of the visitor of a website.
Index – A listing of all web pages that Google is aware of. It is this index that provides you the results when you search for something on Google.
Internet Marketing – The process of using the internet to promote a product or service.
Keyword – A word or phrase people use to search for information on Google. Keywords may consist of more than one word.
Keyword Research – Analyzing keywords in Google to identify opportunities where there are lots of people looking for your type of information and products and where the competition for the keyword is weak.
Landing Page – A page on a website where traffic is sent with the intent of guiding the visitor to take a specific action. It is usually tested and optimized to achieve the highest conversion rates.
Lead Magnet – A lead magnet is an offer of an informational resource that’s provided in exchange for an individual’s contact information. They are created for the sole purpose of converting anonymous visitors to your website into leads.
Long Tail Keyword – Longer and more specific group of keywords that are more likely to be entered into a search engine. Instead of ‘country music singer’, a long-tail keyword would be ‘country music singer in Nashville Tennessee.’
Marketing Automation – Software that is designed to automate repetitive marketing tasks like emailing, posting to social media, sending text messages and sending out letters.
Mobile Marketing – Marketing that is specifically designed and formatted to be delivered to a mobile device.
Offer – A product or service that is presented to either be rejected or accepted. In direct marketing there should always be an offer made for the audience will have to take an action on.
Optimization – Measuring and altering to achieve the highest amount of results with the least amount of effort, time and/or resources. Some common things to optimize include headlines, email subject lines, images, button colors and even offers.
Opt-In – Expressed permission by a visitor to receive further communication, typically in return for something of benefit.
Organic Search (Listings) – Results that are listed based on their relevance to the search terms that the web visitor entered.
Outbound Links – Links that are made to take you to an external page or website. For example this is an outbound link to Google.
PageRank – A score out of 10 that Google gives every web page in its index. The higher the score of a website, the better the SEO and the more it will effect the SEO of websites pointing to and from that website.
Pay Per Click (PPC) – Advertising on Google for particular keyword where you only pay when your a is clicked.
Pinging – Automatically updating blog search and blog directory services with information about your website. Pingomatic is an example of a website to ‘ping‘ your blog on.
Real Simple Syndication (RSS) – A feed of frequently updated information that includes summarized text, metadata, publish date and author.
Remarketing (Retargeting) – Advertising to a group of internet users that have previously interacted with and or shown interest in a business or brand’s website.
Return on Investment (ROI) – the performance of a business or investment measured by dividing the net profit by the net worth.
The S.A.M. Method – our method of increasing a business’s growth using social media for acquisition, automation to increase margins and mobile apps improve retention.
Sales Page – A page on a website where traffic is sent with the intent of making a sale. This page is tweaked and optimized to achieve the highest conversion rate.
Search Engine – Software system designed to search for information on the internet (or World Wide Web).
Search Engine Marketing (SEM) – The promotion of a business or website by increasing its visibility in search engine results.
Search Engine Optimization (SEO) – Optimizing your website so that is performs well in search engine results
Search Engine Results Page (SERP) – Search engine results page. That is the page that shows the results for your search
Segment (Segmentation) – The marketing strategy that involves dividing a broad target market into smaller subsets based on needs, interests, demographics etc.
Social Media – Sharing information and media (such as images and video) with your friends online via websites like Twitter.com and Facebook.com.
Spam – The use of electronic messaging systems to send unsolicited offers
Spider (Bots) – What Google uses to navigate (or crawl) websites so it knows how to index them for search results.
SSL (Secure Socket Security) – Standard technology used to established an encrypted connection between a server and a browser. This helps to protect visitor information (like credit card numbers) from being intercepted.
Targeting – A specific group of consumers that which a business is aiming to sell its products and services to.
Top Level Domain (TLD) – The last segment of a domain name that is at the top level of the Domain Name System.
Traffic – Visits to your website.
Uniform Resource Locator (URL) – The actual web address of a particular web page. EG: the URL for the Google home page is http://www.google.com
Unique Selling Proposition (USP) – The factors that differentiate a product, service or brand from its competitors.
Webinar – A seminar conducted over the internet
WordPress – An open-source content management system that allows you to manage the content on your website
XML – Markup language that is used to translate your website’s data to be read by humans and machines (Google).
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