Glossary of Digital Marketing Terms

Glossary

Digital Marketing Terms

0-9
.htaccess file
The .htaccess file is a powerful website file that offers high-level configuration of your site. For servers running Apache (a web server software), the .htaccess file allows you to make changes to your site’s configuration without the need to edit server config files.
301 Redirect
A server-side redirect used for permanently moved content, after a URL change. The preferred redirect for passing link equity as part of SEO. Other 3XX status code options do not pass as much link equity.
301 Status Code
An HTTP status code which means the target resources has a new permanent URL structure, and future references to this URL should include the new structure.
A
Above the Fold (ATF)
This refers to the HTML elements that initially load on a screen, without the user having to scroll down. Anything the user must scroll down to see is "below the fold." A simple but effective conversion rate (CVR) optimization tactic is to place all primary calls-to-action (CTA) above the fold (ATF).
Ad Copy
The text components of a digital advertisement. This is typically content designed to stimulate a response from the reader.
Advanced search operators
Special commands and characters typed into the search bar to in order to refine a query.
Analytics
Referring to the measurement of user interaction with websites. Often can refer to Google Analytics, a particular Google product used to measure and report on user interactions with websites.
B
Backlink
A link on a third party website which points to a page on your website.
Bing Places for Business
Bing Places for Business is Microsoft's attempt to compete with Google Business Profile and other popular business directories. It is a business directory, on which business may register their business for free. Registering with Bing Places for Business will enable your business to show in SERP results of bing.com for local searches.
Bots
Also known as “spiders” and "crawlers" these are what search the Internet to find content on behalf of search engines, so that it may be indexed.
Bounce Rate
The percentage of users that leave a website after viewing only one page.
C
Call to Action (CTA)
A portion of content intended to entice the user to take action. In digital marketing, the CTA typically entices the user to complete a conversion action that can be digitally tracked by the marketers. An example of a CTA would be "Call Now" or "Order". These instructions will typically be associated with a clickable link that will lead the user to complete an action.
CallRail
CallRail is call tracking software and a centralized lead center, all-in-one. When combined with a CRM CallRail provides invaluable insight to sales departments.
Competitive Density
A proprietary SEMrush metric that measures the level of competition between advertisers bidding on a given keyword within their PPC campaigns. Competitive Density is shown on a scale from 0 to 1.00 with 1.00 being the most competitive.
Content Management System (CMS)
A web application that is used to create, edit, and publish pages of HTML. Most CMS allow for multiple users and various levels of access for each user. As of 2022, WordPress is the most popular CMS on earth, powering over 43% of the world's websites.
Conversion Rate (CVR)
The portion of users that have completed a conversion goal. The conversion rate (CVR) for any particular conversion goal is simply the number of conversions divided by the total number of visitors.
Conversion Rate Optimization (CRO)
The practice of improving the rate at which users complete conversion goals. This is practiced with paid media and organic (SEO) marketing. An example of optimizing for conversions would be moving all primary calls-to-action (CTA) above the fold (ATF), on any particular website page or web app.
D
Digital Marketing
Marketing practices applied through digital channels. Digital marketing, unlike traditional marketing, offers granular insight into the performance of the respective media. Examples of digital marketing efforts include organic social media strategies, paid social media advertisements, SEM, SEO, display network advertising, and search network advertising.
Disavow File
A text file that is created to be submitted to Google's Disavow Tool. A disavow file will list the URLs and/or domain names that you don't claim to have a relationship with. It is a best practice to disavow "toxic" or "spammy" domains when they link to your website. Google policy states that you should reach out to the linking webmasters asking for any undesirable backlinks to your site be removed before adding their URL or domain to your site's disavow file.
E
Engagement
Data that represents how users are interacting with your website.
F
Featured Snippets
Organic results in SERP (search engine results pages) that appear at the top for certain queries, and offer expanded information.
G
Google Analytics
A service that with a free account provides web analytics tracking code, that when implemented on your website, will provide valuable insight into the user interaction(s) with your website. With Google Analytics you can glean insight into top landing pages, user devices, times of interaction, and much more.
Google Business Profile
Google Business Profile or GBP is a free tool that allows you to take charge of the way your business appears on Google Search and Maps. With your Business Profile, you can connect with customers, post updates, list your products and services, accept online orders, and more.
Google Search Console
Google Search Console (GSC) is a website provided by Google that allows website owners to monitor how their site is interpreted and listed by Google search algorithms. With GSC it is possible to find technical Schema validation issues, monitor mobile/desktop page experience issues, and to track the performance of your site with the users of Google search.
H
HTML
Hypertext Markup Language (HTML) is a standardized system for tagging text to achieve , color, font, graphic, and hyperlink effects in order to build files that can be hosted web pages. In other words, HTML is the basic framework for the visual effects of web pages, a "frontend" code.
HTTP Status Codes
Three-digit responses from a server to the browser-side request. One of the more familiar response codes for everyday web users is a 404, page-not-found error.

There are several code classes based on the type of data they are communicating.
Heatmapping
The process of analyzing the areas of website which are interacted with the most. Heatmapping software also often offers the ability to record user sessions so that you can see exactly how users interact with your content through a screen recording.
I
Internal Links
Links on a website that point to other pages of the same website.
J
JavaScript
JavaScript is a programming "backend" language that adds dynamic elements to static web pages created with HTML.
K
Key Performance Indicator (KPI)
The most important reporting metric(s) for any particular marketing discussion. For example, bounce rate is a KPI when determining the quality of title tags and meta descriptions for web pages. Because if the title tags and meta descriptions are misleading and don't represent the content of the page, a larger portion of users will bounce (exit the website after viewing only that one page).
Keyword Difficulty
Keyword difficulty is a proprietary SEMrush metric. It illustrates how hard it would be for a website to rank organically in Google SERP for the analyzed keyword. The higher the metric, the harder it will be to achieve high rankings. Keyword difficulty is illustrated as a number between one and one hundred. One being the easiest keyword difficulty, one hundred being the hardest.
Keyword Mapping
The process of organizing keywords by topical category. "Keyword buckets" are created to represent each group of keywords as it relates to a website's content. Afterward, the keywords data is filtered and arranged according to several variables such as search volume, keyword difficulty, competitive density, and searcher intent.
L
Link Equity
The authority value a link passes to its destination.
Local Pack
Local results in SERP (search engines results pages) that are accompanied with a map.
M
MQL (market qualified lead)
A lead that is sales-ready, but not yet ready to interact with the sales team.
Meta Description
An HTML meta tag that allows search engines to read the web master's description of a web page. Meta descriptions can show up in search results under the page's title.
Meta Tags
<meta> tags define metadata about an HTML document (webpage). Metadata is essentially information about data, giving machines additional insight into a webpage.

Metadata will not be displayed on the web page, but it is machine readable.

<meta> tags always go inside the <head> element of an HTML doc, and are typically used to specify page description, character set, viewport settings, robots directives, and author of the document.
N
Navigation
Listed links that are designed to help users navigate a website. There is typically at least a primary navigation menu on every website.
O
Off-Page SEO
The practice of optimizing mentions of your website, product, or service across the web. Off-page or off-site SEO refers to optimizing content on sites other than your own. Off-page optimization can refer to web citations or backlinks. All backlinks are technically citations, but not all citations are backlinks. Citations can simply be a mention of your business name, address, product, service, or other contact information listed on a 3rd party website. Backlinks refer to links pointing to your website from 3rd party websites.
On-Page SEO
The practice of optimizing HTML elements in a way that encourages search engines to make the content more visible in SERP (search engine results pages). Examples of on-page optimizations include optimal keyword density, internal linking, external linking, use of subheading, and use of media - just to name a few.
P
PageRank
An early but still relevant component of Google's core algorithm. PageRank is a link analysis program that estimates the importance of web pages by measuring the quality and quantity of links pointing to them.
Q
Query
The characters that are entered into a search bar by users.
R
Regular Expressions (Regex)
Regular expressions or Regex are text strings used to design patterns that assist with locating, matching, and managing text. This system can enable web developers to create bulk URL redirects, by writing Regex rules within an .htaccess file.
S
SEMrush

A website offering powerful research tools used to gain insight into competitor content, analytics, backlink profiles, and much more. Most modern SEO agencies will have either an account with SEMrush or it's primary competitor AHREFs.
SQL (sales qualified lead)
A lead that is ready to interact with the sales department. SQL are almost always made a priority within a CRM (customer relationship management) system.
Search Engine Marketing (SEM)
The practice of improving the visibility of websites and landing pages in search results using paid media. Traditionally, SEM referred to both search network pay-per-click ads and SEO. However, more today SEM strictly refers to the paid media strategies in search results.
Search Engine Optimization (SEO)
The practice of utilizing data to create or improve content with the purpose of improving the visibility of web properties in SERP (search engine results pages).

Classifications of SEO work include: on-page, off-page, and technical SEO.
Search Intent
In the context of search marketing, search intent refers to the desired reason for particular query a user enters. The four basic types of search intent are navigational, informational, transactional, and commercial.
T
Technical SEO
The practice of optimizing HTML semantics, core web vitals (page speed), sitemaps, and other technical aspects of website architecture. Technical SEO makes websites more easily loaded, crawled, and found by both users and search engines.
U
Urchin Tracking Module (UTM)
Five variants of URL parameters used by marketers to track the performance of individual campaigns. UTM was created by Urchin, the predecessor to Google Analytics. You can create UTM parameters for free by visiting Google's Campaign URL Builder.
V
Value Proposition
An offer made to a website user that is designed to entice interest. It should communicate why buyers should be interested in your services or products.
W
WordPress
WordPress is an open-source content management system (CMS) that allows users to host and build blogs or entire websites. "Open-source" means that anyone can use or modify the WordPress program for free.

WordPress is currently the most popular CMS on the planet. One main reason for WordPress popularity is the large 3rd party plugin ecosystem which allows users to download instant functionality additions to their website.
X
Y
Z
chevron-downchevron-down-circle linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram