Digital Marketing Glossary

Comparing two versions of a webpage or app to see which performs better.

Google program that allows website publishers to earn money by displaying ads.

Set of rules search engines use to rank websites.

Text descriptions added to images for accessibility and SEO.

The clickable text in a hyperlink.

Additional information added to PPC ads like phone numbers or links.

Targeting ads based on user behavior and browsing history.

Business-to-business marketing between companies.

Business-to-consumer marketing directly to end users.

Links from other websites pointing to your site.

Microsoft's search engine, second largest after Google.

Microsoft's pay-per-click advertising platform.

Percentage of visitors who leave after viewing only one page.

Customer Acquisition Cost - total cost to acquire a new customer.

The preferred URL when multiple pages have similar content.

Content Management System for creating and managing website content.

Cost Per Acquisition - cost to acquire a conversion.

Cost Per Click - amount paid for each ad click.

Cost Per Mille - cost per 1,000 ad impressions.

Cost Per Lead - cost to generate a qualified lead.

Percentage of visitors who complete a desired action.

Search engines discovering and scanning web pages.

Customer Relationship Management software.

Conversion Rate Optimization - improving conversion rates.

Call To Action - prompt for user to take action.

Click-Through Rate - percentage of impressions that result in clicks.

Score predicting how well a website will rank.

Buying and selling products or services online.

Experience, Expertise, Authoritativeness, Trustworthiness.

Measure of how actively users interact with content.

Marketing through email campaigns and newsletters.

Small icon displayed in browser tabs.

Google's pay-per-click advertising platform.

Free web analytics service by Google.

Free tool to monitor website presence in Google search.

SEO techniques between white hat and black hat.

Word or phrase preceded by # to categorize content.

Number of times content is displayed.

Attracting customers through valuable content.

Search engines storing and organizing web pages.

Words and phrases users type into search engines.

Standalone page designed to convert visitors.

Process of attracting and converting prospects.

Acquiring hyperlinks from other websites.

Optimizing for location-based searches.

Longer, more specific keyword phrases.

HTML snippet that summarizes page content.

HTML title tag displayed in search results.

Google primarily uses mobile version for ranking.

Link attribute telling search engines not to pass authority.

SEO activities done outside your website.

SEO activities done on your website.

Free traffic from unpaid search results.

Percentage of recipients who open an email.

Google's algorithm for ranking web pages.

Pay-Per-Click advertising model.

Google's rating of PPC ad relevance and quality.

Showing ads to people who previously visited your site.

Return On Ad Spend - revenue generated per ad dollar.

Return On Investment - profit relative to cost.

Structured data code that helps search engines understand content.

Search Engine Marketing - paid search advertising.

Search Engine Optimization - improving organic rankings.

Search Engine Results Page - the page of results.

File listing all pages on your website.

Marketing through social media platforms.

Testing variations of content to optimize performance.

Security certificate that enables HTTPS.

A group of user interactions within a time frame.

Technical website optimizations for search engines.

User Experience - how users interact with your site.

Ethical SEO practices following search engine guidelines.

Machine-readable file listing website URLs.