Digital Marketing
Glossary of Terms

This is your cheat sheet for all terms digital marketing.

In this article...

  • We’ll define just about every unusual term you hear in digital marketing, from API to index, pixel to CTR
  • We’ve broken up the glossary into 3 sections:  business and marketing terms, website terms, and digital marketing tactic terms

When We’re Talking Business and Marketing

B2B (Business to Business): a term used to describe a business whose primary customers are other businesses that use the products or services to create their own products or run their own business.

B2C (Business to Consumer): a term used to describe a business whose primary customers are the direct consumer of their products or services.

Campaign: a unified set of marketing efforts used to accomplish a specific business goal.

Digital Marketing Agency: a team of digital marketing experts to support or execute a brand’s online marketing efforts. Includes strategy, creation, development, and design of website and digital marketing campaigns.

Digital Presence (Online Presence): The collection of all content about your business that can be found on the internet; it also refers to your business’s online reputation.

Inbound Marketing: marketing tactics that draw visitors in, bringing leads to the sales team.

Marketing Qualified Lead: an internet lead who has shown a certain degree of engagement with types of media that have high correlation between engagement and sales conversion, such as your website, ads, emails, social posts, etc.. An MQL is worthy of being passed along to the sales team because it has been deemed by the marketing team to be more likely to become a customer than other, less engaged leads.

Sales Funnel: how prospects go through the buying cycle of your product or service; usually starts with awareness, then moves to consideration, then onto a decision.

Sales Qualified Lead: for a marketing qualified lead to become a Sales Qualified Lead, the prospect must show some tell-tale signs of purchasing behavior, such as expressing their need for a new or replacement solution (which your company’s solution is able to provide), a defined timeline, and the budget and authority to complete the transaction.

SEM (Search Engine Marketing): a form of marketing that focuses on improving a brand’s position on a search engine results page (SERP).

Target Persona: the idea of your ideal buyer: their behavioral and psychological characteristics, natural language, and buying habits. Used to determine how to best find and engage potential buyers.

Your cheat sheet for all terms digital marketing

When We’re Talking Website

A-Record: The A-record tells your domain name the address of the server where your website is hosted. Changing this may be one of the final steps in launching a new website.

Above the fold: the section of a webpage that appears on the screen before the user has to scroll.

API (Application Program Interface): used to create applications and features.

Composition: elements of design (shape, color, value, form, texture, and space) that together make up the layout of a website. A great composition has a direct impact on a website’s performance.

Conversion: the number of times a prospect completed a suggested action on a webpage divided by the number of times the page was viewed.

CTA (Call to Action): a button, link, or form that requests a visitor to take an action such as reading more or filling out a form.

Crawl: term used to describe how Google searches through a site.

Backend: the side of the website that visitors don’t see; a place to upload new content, change the website code, find form submissions, and make changes visitors will see.

Bounce Rate: a metric that measures how quickly web visitors leave your site when they enter it; it is sometimes a valuable metric and other times not.

Domain Name: the name, or URL, your business is known by on the internet. Usually registered through a company like GoDaddy (see “Domain Name Registrar”).

Domain Name Registrar: also referred to as simply “registrar”, a domain name registrar is a company that manages the reservation of Internet domain names. To “own” a URL, it must be purchased and maintained with an accredited registrar.

Domain Name System (DNS): among other services, this “phone book” of the internet matches easily-remembered domain names with their numerical IP addresses. This allows web browsers to accurately locate a website when a domain name is typed into the address bar.

FTP Access: the File Transfer Protocol is a network protocol that can be used to upload and download files, such as images or code, to and from your website.

Index: term used to describe how Google stores SEO information after a website has been crawled.

Intrinsic Web Design: fluid AND fixed design. Truly two-dimensional layouts with nested contexts that expand and contract depending on the device being used.

Meta Description: the snippet of text that is displayed under the link on a SERP.

Mobile First: an update Google rolled out in 2018 that crawls and indexes a website based on its mobile version.

Mobile Friendly: a website that is optimized to work on mobile devices.

Organic Traffic: visitors that enter your website by searching a keyword and selecting your site from search engine results.

PHP, Javascript, SQL: coding languages used to develop websites and applications.

Pixel: code that is inserted on the backend of your website to track visitors on your website and target them through paid ads on other channels.

Plugins: applications on WordPress that allow for more advanced functions.

Propagation: the length of time it takes for the entire web to be updated with your website’s DNS changes. During the final transition from an old website to a new website, it can take up to 24 to 48 hours for you to begin to see the new website at your regular web address.

Prototype: mock-up or demo of what a website will look like when it goes live.

Ranking: how a website or page shows up in the search engine results page.

Referral Traffic: visitors click on your URL on an external page; could also include Social Media link clicks and Paid Ad traffic.

Responsive Design: a website that adapts to work depending on how it is being viewed.

Site Structure: how the website is set up, i.e. how the individual subpages are linked to one another.

Traffic: the general term used to describe people visiting a website, usually in reference to the volume of visitors.

Integrations: using a company’s website to accomplish business functions (ie. employee portals, sales applications, payment processing, ecommerce, CRM, and/or ERP).

UI (User Interface): the technical aspect of the user’s interaction with the website. Elements of UI include scrolling, call to action buttons, form submissions, check boxes, or anything else that requires user action.

UX (User Experience): the usability of a webpage and the visitors’ interactions with the webpage. A good user experience will easily guide prospects through your online presence.

WordPress: a content management system (CMS) frequently used to manage website content.

digital marketing tactics Cummins Wide

When We’re Talking Digital Marketing Tactics

ABM (Account Based Marketing): a unified set of marketing efforts that are tailored to reach very specific potential or current customer accounts.

A/B Split Testing: a method of determining what marketing is most effective for a specific audience. In an A/B split test, there are two versions of a piece of content (whether that be a webpage, enewsletter, or blog) with one difference sent to the same kind of audience and tracked to see which performs better for future reference.

Audience: targeting capabilities used during ad delivery; includes demographics, geographics, interests, etc.

Backlink: a link to your website from an outside website; helps improve SEO and domain authority.

B-Roll Video: video content such as a reel that shows a process, a building, or movement without any script or narration.

Content Offer/Gated Offer: a piece of content (an infographic, ebook, etc) that is valuable to web visitors but requires them to give their contact information in order to receive it.

CTR (Click through rate): the metric that measures how many audience members follow a link to the designated webpage. Often used in reference to email or social media marketing.

Display Ads: paid advertisements that include an image and appear on third-party websites, such as weather or news websites.

Evergreen Content: content that remains valuable to prospects regardless of when it was published.

Impressions: how many times an ad, keyword, or other marketing asset is shown to an audience; will count individuals more than once.

Internal Linking: a tactic used to increase SEO on your own website where you use in-text links to link your internal pages to one another.

Keywords: the foundational terms frequently used in your industry. Commonly used when talking about SEO (ie. the keywords potential customers use to search for content related to your business).

Keyword Competition: the number of websites trying to compete for the same keyword on SERPs.

KPI (Key Performance Indicators): metrics that are determined as the best way to measure performance for a specific campaign.

Landing Page: the specific webpage users “land” on after clicking a link on an ad or SERP. At webSURGE, we create landing pages that have a clear call to action at the top.

Marketing Automation: a system of important sales and marketing tasks that, once set up properly, runs on its own and collects data.

PPC (Pay Per Click): a form of an ad where the brand pays for each click their link gets.

Retargeting Ads: paid advertisements that are served to previous website or webpage visitors.

Reach: similar to impressions, reach counts how many times an ad, keyword, or other marketing asset is shown to an audience.

Segmented Audiences or “Audience Buckets”: lists of prospective or current customers grouped together by a uniting characteristic such as an action (clicking a link, downloading a content offer, visiting a webpage, etc), similar interests, or where they are in the sales funnel. Often used for targeting campaigns.

SEO (Search Engine Optimization): improving the spot where a website appears on the results page of a search engine query. (Search engines try to put the best answers to searched questions at the top of the page; SEO makes websites the best answers so they are displayed near the top of the page).

SERP (Search Engine Results Page): the page that appears after an inquiry is made to a search engine.

UGC (User-Generated Content): content created by the consumers of a brand that the brand uses in their marketing.

Alyssa DiCrasto

Content Creator and Project Manager
Alyssa is a writer by nature. She loves long, uninterrupted periods of time where she can do nothing but write. She's also a hard-core Pittsburg Steelers fan, lover of frozen yogurt, and (world's best) big sister.

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Putting the cart before the horse, or haphazardly entering into digital marketing without a strategy built from core business objectives typically results in a massive, fruitless expense.

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