Key Terms related to Digital Marketing

1. Lead

A potential consumer in the sales channel who has communicated with a business the intent
to purchase by a call, email, online form fill etc.

2. CTR – Click Through Rate

It recognizes the percentage of people who click on the link. Regularly placed in an email,
an adv, website page. Higher CTR percentage means more people have gone through it.

3. SEM – Search Engine Marketing

Search Engine Marketing (SEM) is a method by which firms can get higher placement on
search engines by bidding on search terms.

4. SERP – Search Engine Results Page

Search Engine Results Page (SERP) is the list of results given by a search engine after a
specific search query is executed.

5. Bounce Rate

It is the percentage of people visiting a website who leave quickly without clicking or
interacting in any section of webpage. Suppose if 200 people visit a site and 50 of them
leave quickly, then the bounce rate is 25%. Websites intend to have as low a bounce rate as
possible.

6. Backlink

Backlinks are incoming links on a webpage. When a webpage links to any other website,
it’s called a backlink. In the past, backlinks were the significant metric s for the ranking of
a website.

7. CTA (Call to Action)

An element on a web page that is utilized to drive visitors towards a particular action or
even conversion. CTA can be a clickable button with a text or an image and typically uses
an imperative verb phrase like: “buy now”, “call today”, etc
 Key Terms related to Digital Marketing
8. Keyword

A keyword is a word that the audience use to search for related topics on search engines. If
you want to know about a boutique shop, a relevant keyword could be “good boutiques”
[short keyword] or “Looking to purchase curtains from a boutique shop” [long tail keyword]

9. Landing Page

The target webpage a user lands on after clicking on a link (either in an ad or link). Some
landing pages are created with the intention of lead generation and some are created with
purpose of directing the flow of traffic throughout a particular website.

10. CPC – Cost per Click

Cost per Click (CPC) is a pricing model where firms are charged by publisher for every
click people make on a displayed ad which leads people to your company website or landing
page.

11. Conversion

When a visitor takes the desired action while visiting your website, it is called conversion.
This can be a purchase, signing for a membership, registration for newsletter etc.

12. Impressions

Defines the number of times a company adv will appear to its targeted audience. Impressions
could also be related to a website and the number of times the web page appear s in total.

13. Paid Traffic

Paid search is when a company bids on keywords and makes advertisements around those
keywords to be displayed on search engines. These results appear separately, either on the
top, bottom or right side of a search results page. Paid traffic also encompas ses any form of
paid advertisement that directly points to your website.

14. SEO – Search Engine Optimization

Search Engine Optimization is a method by which a company optimizes its webpage

enabling the website to rank higher on a search engine results pages (SERPs). The higher
your ranking, typically more traffic is generated (if the keyword has traffic) and more
targeted traffic.
 Key Terms related to Digital Marketing

15. Keyword Stuffing

This is the practice of utilizing a lot of keywords in content for purposes of making it more
visible on search engines. If you do it, you will be penalized by search engines. However
never keyword stuff, just provide excellent and valuable content.

16. Crawler

It is an automated piece of software that scans websites. The name indicates how the
software “crawls” into the code, which is why they are sometimes also referred to as
“spiders.” It is utilized by Google to get new content and to determine the quality of web
pages for their index.

17. Google Search Console

Google search Console aka webmaster tool is a free tool offered by Google for webmasters.
Within the tool are different areas that cover data on how a website is performing in search.
It varies from Analytics – it does not measure traffic, it measures only a web site’s visibility
on search pages, and indexability by Google crawler bots.

18. Google My Business

Google My Business is a free tool for businesses and organizations to handle their online
presence on Google, including Search and Maps. By verifying and updating your business
information, you can both help clients to get you and explain them the story of your business.
Google My Business is vital to local SEO campaigns, as this is directly compared to
location-based searches.

19. Google Adwords

AdWords is an online advertising. There are normally four available ad slots at the top of a
search result page. Advertisers typically want an average position between 1-4.service
created by Google to assist you in marketing your products or services in the Google Search
Engine and its affiliate websites through the use of a placed text ad that shows up when
people search for phrases compared to your offering.

20. Featured Snippet

This is a shortened piece of information that Google draws from a website and place s right
into search results to show quick answers to common queries. Featured snippets s how in a
block at the top of search results with a link to the source.
 Key Terms related to Digital Marketing
21. Dofollow

It is a phrase that indicates a hyperlink absent of a “no-follow” tag. By default, a hyperlink

is a do-follow link till a “no-follow” piece of code is attached to it. The Do-Follow links
pass SEO equity to the target URL while “no-follow” links do not.

22. CPA (Cost Per Acquisition)

It is a metric in paid advertising platforms that calcul ates how much money is spent to
acquire a new lead. It can be measured by dividing the total amount spend by the number of
conversions for a specific period. If in a month, a PPC account spends Rs. 1000 and it gets
5 conversions (leads), then CPC is Rs. 200.

23. Keyword Proximity

Keyword Proximity points to the distance between two words or phrases, or how close
keywords are to each other within a body of text.

24. Conversion Rate

The rate at which visitors to a website make the predefined goal. It is measured by dividing
the number of goal achievements by the total number of visitants. For instance, if 50 people
visit a website and 10 of them make the conversion goal, then the conversion rate would be
equal to 20%.

25. Campaign

It is a series of advertising messages that shares a common theme and sells a product. Within
the context of digital marketing, campaigns can be driven by a search including display
network advertising platforms, social media, email or any other online platforms.

26. Bot

A bot is an automated program that visits websites and sometimes it is also known as
“crawler” or a “spider.” A spambot visits sites for nefarious reasons, often showing in
Google Analytics as junk traffic. However Google uses a bot to crawl websites so that they
can be ranked and added to Google search.

27. Average Position

It is a metric in Google Adwords that assists advertisers to know where, on average, their
ads are showing up in Google search results pages.
 Key Terms related to Digital Marketing
28. Blog

A blog is a web page or a website that is continuously updated with new content , in form of
text. Blogs are an essential section of a site in digital marketing, as they give fresh new
content on a consistent basis which can assist them to attract new visitors, retain the existing
ones and give authority signals to Google.

29. Black Hat

It is a slang for an unethical digital marketer or SEO who uses spam tactics to rank websites,
mass directory link building, negative SEO or like article spinning.

30. Hyperlocal

To build a loyal local customer base, it is necessary to be accepted as part of the community.
Hyperlocal advertising is an efficient method to achieve this goal. Hyperlocal means an area
close to home, the people within walking or driving distance to a specific destination or
those associated with one specific identifiable community.

31. Anchor Text

Anchor text is a clickable text in a hyperlink. Getting your anchor texts directly improves
the possibility of someone clicking on your link. The SEO best practices deliver that anchor
text is related to the web page you are linking to rather than generic text.

32. Alt Text

An attribute added to HTML code for images utilized to give vision impaired website
visitants with information about the contents of a picture. Best practice delivers that all
images on a website need to have alt text and that should be representative of the image.

33. Keyword Stemming

Search engines group search results not only by specific keyword matches but also by
changes of keywords in semantic groups, such as singular-plural, synonyms etc. Search
engines view these similar keywords as synonyms. As a result, “keyword stemming” can
subsequently help increase your reach.

34. Hard Bounce

A hard bounce is an e-mail message which gets returned to sender due to recipient’s address
being invalid. A hard bounce may happen because the domain name does not exist or because
the recipient is unknown or misspelled or blocked.
 Key Terms related to Digital Marketing

35. 301 Redirect

This is a method of redirecting a user from one web page to another web page. This type of
redirect is utilized for permanent redirects (example: you own a website A.com and website
B.com, but you only need one site. You would 301 redirect each traffic from website B.com
to website A.com so that all users end up on a website A.com)

36. 302 Redirect

A method of redirecting a user from one page to another web page, utilized for temporary
situations only. For permanent redirects, preferably use a 301 redirect.

37. 404 Error

The error message that shows up when a visitor tries to go to a web page that does not exist
in the server.

38. White Hat

It is a term of ethical digital marketers who don’t participate in work that could be viewed
as spam or unethical.

39. UX

User Experience is otherwise called as UX and it refers to how a user interacts with a website
or app. UX can be shaped by testing differences in CTAs, colors, page layouts, content etc
to increase the conversion rates. Having a good UX is essential to improve your business as
it drives recurring users and engagement.

40. UI

UI stands for User Interface and it is an area with which a user interacts with something by
a digital device. Good UI should be comfortable for most people to understand.

41. Tracking Code

A script, generally placed in the header or footer of a website that transfers the information
along to software tools for data collection purposes. Tools like Google Analytics, Google
AdWords, utilize tracking codes so that they can track data about users who view a website.

42. Title Tag

An HTML element that is utilized to describe the particular topic of a web page. The title
tags are displayed in the tabbed top bar of a browser. In SEO, it is a good practice to have
 Key Terms related to Digital Marketing
definitive title tags emphasizing your main keywords, rather than something basic like
“home.”

43. Spider

This is an automated program that visits websites, sometimes also referred to as a “bot” or
a “crawler.” A spam spider visits sites for strong reasons, often showing in Google Analytics
as junk traffic. Despite, Google uses a bot to crawl websites so that they can be ranked and
added to Google search.

44. Spam

A broad term that covers various nefarious activities in digital marketing that are made to
boost a website rank better. Spam is usually seen in the form of hundreds of low-quality
backlinks that were created by a black hat SEO to handle rankings.

45. Slug

It is a portion of URL that comes after the .com. The homepage might
be https://www.abc.com, but for another landing page, a slug will be added to the end of the
URL to direct the browser to a webpage within a website, i.e., https://www.abc.com/all-
about-amp/

46. Sitemap

It is XML file or page on a website that has a collection of all the web pages and posts for
search engines to crawl. This document helps search engines crawl quickly all of the content
that they should be aware of on a particular website.

47. Sessions

A metric in Google Analytics that measures one user interacting with a website in a given
period, which Google defaults to 30 minutes. A session is not subordinate to how many
pages are viewed, so if a person goes to a website and looks around at many web pages for
20 minutes, it would count as just one session.
 Key Terms related to Digital Marketing
48. Quality Score

Quality Score is Google AdWords’ rating of the relevance and quality of keywords used in
PPC campaigns. It is largely determined by the expected click-through rates (CTR), the
relevance of ad copy, landing page quality and relevance.

49. Schema Markup

It is a code that is added to the HTML of a website for giving search engines more relevant
information about a place, product or the business. It is also known as structured data or rich
snippets.

50. Robots.txt

It is a text file stored on a website’s server that incorporates basic rules for indexing robots
which “crawl” the website. This file enables you to accurately allow (or disallow) specific
files and folders from being viewed by crawler bots, which can keep your indexed pages
limited to only the web pages you want.

51. Remarketing

It is also known as retargeting, a type of paid ad that enables marketers to show ads to clients
who have already visited their website. Once a customer visits a site, a small piece of data
called a “cookie” would be stored in the user’s browser. When the user visits other websites,
this cookie can allow remarketing ads to be shown.

52. Canonical

This is a piece of code that is added to the HTML head of a webpage to intimate to Google
whether a bit of content is original or duplicated from somewhere else. The original content
should canonical to itself, and a content taken from another place should point the canonical
to the source URL. It can also be used to prevent duplicate content issues within a website.

53. Referral

This is a medium indicated in Google Analytics that represents a website visit that came
from another website. When the users click on a link to another external webpage, they are
said to have been “referred” there.
 Key Terms related to Digital Marketing

54. Redirect

This is a method by which a web browser takes a user from one page to another page without
the user clicking. There are several types of redirects (the most common of which is the 301
redirect), which assist different purposes. Typically, it helps to enhance the user experience
across a website.

55. Reciprocal Link

Scenario in which two websites link to each other, typically for the express intention of
improving search engine rankings. These types of links are sometimes considered
manipulative by search engines, which can acquire a penalty against both websites.

56. Quality Score

It is a rating of Google AdWords which is calculated by the relevance and quality of

keywords utilized in the PPC campaigns. These scores are determined mainly by the
relevance of ad copy, expected click-through rate, landing page quality. Quality score is an
element in planning ad auctions, so having a high score can lead to more top ad rankings at
lower costs.

57. Penalty

It is an infraction issued by Google. It is given to a webmaster for breaking Google’s

guidelines. The issues that caused the penalty will want to be fixed before the penalty is
lifted. Once the penalty is lifted, it might still take some time to return to the previous rank
in Google search results.

58. Organic Traffic

It is a source of traffic to a website that comes by clicking on a non-paid search engine

result. Organic traffic is the primary measurement of an SEO campaign and converts as a
site ranks better for keywords, or ranks for more keywords in search engines.

59. Nofollow

An HTML link attribute that communicates to spiders and search engines that the link to the
target web page should NOT transfer SEO equality. According to Google guidelines, any
link that is unnatural should have a no-follow tag.
 Key Terms related to Digital Marketing
60. Meta Description

One of the meta tags that describe the web page in 320 characters. The meta description is
an essential aspect of a web page because it is what looks in Google searches and other
search engines results.

61. Meta Tags

HTML snippets added to a webpage’s code that include contextual information for web
crawlers and search engines. Search engines utilize metadata to help determine what
information from a webpage to display in their results.

62. Map Pack

The section of Google search results pages emphasizing three businesses listed in a local
map section. The map pack shows up for queries with local intent, a general business type,
or a “near me” search.

63. Lookalike Audiences

It is a targeting option offered by Facebook’s ad service. This audience is generated from a

source audience, and from this list, Facebook will identify common characteristics among
the number of audience members. Facebook will then target users that expose similar
qualities or interests.

64. LSI (Latent Semantic Indexing)

This is a search engine indexing method that creates a relationship between words and
phrases to form a better understanding of the subject text matter. It helps search engines
serve up results to queries with higher precision. Google rewards websites which include
relevant LSI keywords with higher rankings and more traffic.

65. Keyword Stuffing

It is the practice of adding a lot of keywords into Web content and meta tags in the attempt
to artificially increase a web page’s ranking in search results. Search engines may now
penalize or ignore such keyword-stuffed pages, save for extremely difficult or lengthy
keyword phrases.

66. Keyword Density

It points to the percentage of how often a keyword seems on a webpage content with the
total words on that webpage.
 Key Terms related to Digital Marketing
67. Index

It refers to all of the pages in a website that Google has crawled and stored to be displayed
to Google searchers. Indexing relates to the act of Google copying a web page into their
system.

68. Keyword

A word or phrase indicative of the main theme in a piece of content. When you are searching
in a search engine, you typed in a keyword, and the search engine provides you results based
on that keyword. One primary Goal of SEO is to have your website show in searches for as
multiple keywords as possible.

69. Hyperlink

It is an HTML code that creates a link from one webpage to another web page, often
characterized by a highlighted word that takes you to the specified location when you click
on that link.

70. Hreflang Tag

It is a code in the HTML of a website that reveals search engines like Google which spoken
language a web page is practicing. These are particularly useful for sites that have versions
of pages in various languages, as they help Google understand which web pages are relevant
and which should be shown to specific audiences.

71. HTTPS

HTTPS stands for Hypertext Transfer Protocol Secure. It is a secured version of HTTP,
which is utilized to define how data is formatted and transmitted over the web.

72. HTTP

HTTP stands for Hypertext Transfer Protocol. It is the protocol utilized by globally to define
how data is formatted and transmitted. When you visit a website into your web browser and
press enter, this sends an HTTP command to a web server, which instructs the web server
to fetch and transmit the data for that website to your browser.

73. Heatmap

It is a graphical representation of how the users interact with your website. Heat mapping
software is utilized to track where the users click on a web page, how they scroll. Heatmaps
are used to gather user behavior data to help in designing and optimizing a website.
 Key Terms related to Digital Marketing
74. Header Code

On a website, a specific code is located in the universal header section so that it can be
accessible over all pages of the site. Mostly in the header code, you will find things like
Schema Markup, Analytics Code, AdWords Code and other tools utilized for tracking data
over a website.

75. Hashtag

It is a phrase starting with the symbol “#” used in social media as a method for tagging
content for users to discover. Adding hashtags to a post enables users to find that post when
searching for that specific topic. This can be utilized for identifying users looking for broad
topics on social media.