The Best Digital Marketing Glossary

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Welcome to the ultimate list of digital marketing terms. Over the years we’ve been working within the world of digital marketing we’ve had numerous customers ask us what specific acronyms, buzz-words of other terms mean. We’ve pulled them all into one great list for us all to share.

So, what digital marketing terms have we missed? If there’s anything you can’t see and want to know then just fill out the contact form and we will add them!

  • A/B testing

    a method in marketing research to test the results between two different marketing strategies in order to improve the effectiveness of the final strategy. 

  • Above the fold

    the section of a webpage that is visible without scrolling.

  • Ad blocker

    a program or plugin that blocks web advertisements, typically affecting image-based advertising and pop-ups.

  • Add URL

    the option selected to submit a website’s address to search engines.

  • AdSense

    an advertisement service provided by Google.

  • Affiliate marketing

    revenue sharing where compensation is based on performance metrics such as clicks, registrations, sales or a combination of the three. Usually compensation is shared between online advertisers and online publishers.

  • ALT text

    HTML attribute that provides alternative text when images fail to load.

  • Autoresponder

    a program that sends an automatic response to incoming emails.

  • B2B

    business that sells products or services to other businesses.

  • B2C

    business that sells products or services to the end-users or consumers.

  • Banner ad

    a graphical web advertising asset, typically measuring 468 pixels wide and 60 pixels tall.

  • Blog

    A website or page where content is uploaded regularly featuring articles, opinion pieces and news relating to the company or individual that contributes to it.

  • Bounce rate

    1. Regarding websites,, the percentage of visitors who leave after viewing a single page.
    2. Regarding email marketing, the percentage of emails in a campaign that are undeliverable.

  • Button ad

    a graphical advertising asset, smaller than a banner ad.

  • Buzz-word

    a trendy word or phrase that is used more to impress than explain.

  • Cache

    a storage of website files that will be accessed quicker than downloading them again on the next webpage visit.

  • Call to action (CTA)

    the part of a marketing message that attempts to persuade a person to perform a desired action.

  • CDN (content delivery system)

    a collection of servers designed to speed up the delivery of content by routing user requests to the server that’s in the best position to serve them.

  • Click-through

    the process of clicking on an online advertisement leading to the advertiser’s intended destination.

  • Click-through rate (CTR)

    The average number of click-throughs per hundred ad impressions, expressed as a percentage (CTR = Clicks / impressions X 100)

  • Contextual advertising

    a method of advertising based on the content of a web page.

  • Conversion rate

    the percentage of website visitors who take a desired action.

  • Cookie

    preference information stored on a user’s computer from a website for the user’s convenience.

  • Cost per action (CPA)

    online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

  • Cost per click (CPC)

    online advertising payment model in which payment is based on the number of click-throughs.

  • Cost per lead (CPL)

    online advertising payment model in which payment is based on the number of qualifying leads generated.

  • Customer acquisition cost

    the cost associated with acquiring a new customer.

  • Dedicated IP

    an IP address dedicated to a single website.

  • Description tag

    an HTML tag used by websites to provide a description of their content for search engine listings.

  • Domain name

    location of an entity such as a website on the internet.

  • Email marketing

    the promotion of products or services via email.

  • Email spam

    unwanted, unsolicited email, often penalised legally.

  • Freemium

    a technique where a business offers a free basic product with limited functionality to entice the customer into paying money for the full product.

  • Geo-targeting

    detecting a website visitor’s location to serve content or advertisements relative to the location in question.

  • GDPR

    General Data Protection Regulation - legislation governing the European zone protecting customers from unwanted marketing communications.

  • Guest blogging

    featuring an original article by a writer published on a different blog.

  • HTML banner

    a banner ad using HTML elements, such as interactive forms, moving graphics and more in addition to standard graphical elements.

  • HTML email

    email that is formatted using HTML instead of the standard markup text.

  • Impression

    a single instance of an online advertisement being displayed.

  • Inbound link

    a link from a site outside of your site that comes back to your site.

  • Inbound marketing

    a marketing strategy where clients are encouraged to find and purchase a product on their own initiative through supporting content.

  • Keyword

    a word used by search engine users to find content a topic. 

  • Keyword density

    keywords as a percentage of the total text words on a webpage.

  • Keyword research

    the search and investigation of keywords relating to a website, and the effect they have on website traffic.

  • Keyword stuffing

    the excessive, unnatural use of keywords on a webpage in the hopes of boosting search ranking.

  • Keywords tag

    a Meta-tag used to help define the primary keywords of a webpage.

  • Link building

    the process of increasing the number of inbound links to a website in a way that will increase search engine rankings.

  • Marketing automation

    the use of software to automate repetitive tasks related to marketing activities and present relevant content to marketing leads.

  • Meta tags

    tags used to describe various aspects of a webpage.

  • Opt-in email

    email that the recipient has explicitly given permission to receive.

  • Opt-out

    the action a potential email recipient takes to indicate that they no longer wish to receive marketing communications.

  • Organic search rank

    unpaid entries in a search engine results page that were derived based on the keywords used by the visitor.

  • Outbound link

    A link to a website outside of your website.

  • Pay per click (PPC)

    online advertising payment model in which payment is based on qualifying click-throughs. Typical examples include Google Adwords or LinkedIn sponsored ads.

  • Pay per lead (PPL)

    online advertising payment model in which payment is based on qualifying leads.

  • Pay per sale (PPS)

    online advertising payment model in which payment is based on qualifying sales.

  • Search engine

    a program that indexes web pages, then attempts to match those webpages relevant to user search requests.

  • Search Engine Optimisation (SEO)

    the process of preparing your website to be ranked higher

  • SEO Cluster Page

    a page made specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main content.

  • Title tag

    HTML tag used to define title on a webpage, also used by many search engines as an indicator to the type of content found on the webpage.

  • Unique visitors

    individuals who have visited a website at least once.

  • URL

    location of a website on the Internet.

  • Vertical banner

    a banner ad measuring 120 pixels wide and 240 pixels tall.

  • Vlog

    a blog that is created in the form of video content.

  • Web design

    the process of creating a website.

  • Web directory

    a categorised list of all the pages on a website.

  • Website traffic

    the amount of visitors a website or webpage receives.

  • Word-of-mouth marketing

    a marketing method that relies on social interactions and brand popularity to promote a product.

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