Digital Marketing Jargon & Terms
Here’s a little light thrown on the every day terms used in the digital marketing sector. If you have a website you need to know most or all of these to encourage the best results from your presence on the web.
Analytics or Web Analytics Tools – The analysis of data generated by people’s activity on
websites or mobile apps, for the purpose of discovering ways to improve websites and
App (Application) – A program designed to run on smartphones, tablets and other mobile
Banner Ad - A form of advert found on web pages and mobile applications, usually in image
Blog – A regularly updated website written by an individual, typically in a conversational style,
and focused on a specific subject. I.e. Us !!!
Browser – A computer program used to navigate the Internet on computers, tablets and
smartphones. Examples include Chrome, Firefox, Internet Explorer and Safari.
Clickthrough Rate (CTR) - The number of times people click on an item of interest, like an
advert, in comparison to the number of times users are exposed to that item.
Content – The digital material available to users, via text, video, audio, images, etc.
Conversionor Goal - The action you want visitors to perform. Examples include ecommerce
purchases, form submissions, phone calls, and video views.
Conversion Optimization – The process of increasing the percentage of visitors who complete
Conversion Rate – The ratio of conversions to visits, often used to measure digital
Cost per Click – The amount of money required to produce a single click on a digital
Crawler or Spider - A program designed to systematically browse content on the Internet and
collect information about it to help searchers find what they’re looking for.
Desktop - A non-mobile device like a personal computer or laptop computer.
Ecommerce - The sale of products and services online.
Email Marketing - The process of using email messages to share information and promote
products and services.
Home Page - The introductory or “main” page of a website.
HTML – Hypertext Markup Language. A language used by web developers to create websites.
XHTML – Extensible Hypertext Markup Language (XHTML) is part of the family of XML markup
languages. It mirrors or extends versions of the widely used Hypertext Markup Language (HTML)
Impressions – The number of times an advert is displayed.
Index - A searchable catalogue of web pages and digital content used by a search engine to
provide relevant results.
Keyword - A word or a phrase typed into a search engine, which businesses can target as part
of their advertising campaigns.
Landing Page – The first page on a website that a person usually sees—not necessarily the
home page of that website.
Link - A text or image that provides a link from one web page or website to another.
Mobile Device - A portable device, such as a smartphone or tablet, capable of connecting to
the Internet and running applications.
Natural Listings or Organic Listings Results – from a search engine that are notpaid adverts.
Paid Listings – Advertisements that appear on search engines results pages. (see green circle)
PayPerClick (PPC) – An advertising system in which advertisers pay for users to click on their
advertisements. (see red circle)
Queryor Search Term -The keyword or phrase a user types into a search engine in order to
find what they’re looking for.
Ranking – A listing’s position on a search engine results page.
Search Engine – A tool that indexes and returns relevant digital content in response to users’
keywords. Popular Internet search engines include Google, Bing, Yahoo, DuckDuckGo, Baidu,
Yandex and more.
Search Engine Optimization (SEO) -The practice of making changes to web pages, content,
and the promotion of that content to improve visibility in the organic—or unpaid—search engine
Search Engine Marketing (SEM) - A form of advertising that allows you to bid for your
advertisement to show along with search results for keywords that people are typing in. This
lets businesses be seen by people at the very moment they’re searching for the things a
Search Engine Results Page (SERP) – A list of results appearing in a search engine in
response to a user’s search query.
Sessionor Visit – A group of interactions that take place on your website within a given time
frame. For example a single session can contain multiple page views and ecommerce
Social Media Content – such as text, images, or videos, created by individuals and shared
across the Internet.
Social Network – A community of individuals creating and sharing content.
Traffic Acquisition - The process of attracting visitors often referred to as traffic to
websites, mobile apps and other digital assets.
Unique Visitor - A single visitor to a website during a specific period of time.
URLor Uniform Resource Locator – The unique address of a page or piece of digital content
on the Internet.