2019 Digital Marketing Glossary
How well do you know the terms used in digital marketing? Familiarize yourself or learn a new one below:
AdWords :: The pay-per-click (PPC) search-engine marketing (SEM) program used by Google.
Aggregator :: A tool/application which collects content from various websites and displays it in one central location.
Algorithm :: Mathematical rules and calculations a search engine uses to determine the rankings of the sites it has indexed.
Anchor Text :: The non-URL text that is displayed in a hyperlink.
Bounce Rate :: The percentage of a page’s visitors who leave without visiting another page on the same site.
Click-Thru Rate (CTR) :: The percentage of people who actually click on a link after seeing it.
Content :: Any text, image, video, audio, app or other material published on the Internet.
CMS :: Content Management System. A backend editor that allows you to add pages and content to your website e.g. Squarespace
Conversion Rate :: The percentage of visitors to a site or ad who take a further action.
DNS :: Stands for “Domain Name Service,” “Domain Name Server,” and “Domain Name System”: the DNS is a name service which allows letters and numbers that are domain names to be used to identify computers instead of numerical IP addresses.
Facebook Pixel :: Facebook's cookie which tracks site visitors around the web. This allows you to target users with Facebook ads.
H-Tags (H1, H2, etc.) :: Also known as “header tags,” these page elements represent different levels of headings in HTML. From the largest (H1) to the smallest (H6), these represent the headings and sub-headings of internet copy.
Impression :: An instance of an organic search engine listing or sponsored ad being seen on a particular Web page or an image being viewed in display advertising.
Inbound Link :: A link from another website directed to yours, also known as a "backlink.”
IP Address :: A series of numbers and periods that represents the unique address for each Internet user.
Keywords :: The terms that a user enters into a search engine. They can also define the terms a website is targeting to rank highly as part of an SEO marketing campaign.
Landing Page :: A stand-alone web page that a user lands on; can act as a temporary site while in progress.
Meta-Tags :: Also called meta-data, the information found in HTML page headers - most common are the “title,” “description,” and “keyword” tags.
Organic Listings :: Also known as natural listings, these are search-engine results that have not been bought. They are determined only by an engine’s algorithm and are based on the caliber of the listed pages.
Outbound Link :: Any link on a web page to another external web page.
Pay-Per-Click :: Also known as “PPC,” this type of paid search marketing involves placing ads that run above or to the side of organic search engine results.
ROI :: Stands for “return-on-investment.” ROI is the percentage of profit from a given digital marketing activity.
Search Engine Marketing (SEM) :: A distinction from “SEO” to describe the broad range of search-marketing activities, either paid or organic.
Search Engine Optimization (SEO) :: The process of using website analysis and copy/design/structural improvements to ensure both the highest possible positioning on desired search engine results and the best experience for it's users.
Sitemap :: A page containing structured links to every other important page on a particular website grouped by topic or navigational hierarchy.
Style Sheet :: A design template used for defining the layout of multiple pages within a site, most commonly represented by the form of “CSS” (cascading style sheets).
Title Tag :: A form of meta-data used by search engines to categorize web pages by title.