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Digital Marketing Terms and Definitions

Terms & Definitions

What is Affiliate Marketing?

Affiliate marketing is a performance-based marketing strategy where a business rewards affiliates for each customer brought by the affiliate’s marketing efforts. Affiliates earn commissions by promoting products or services through unique referral links.

What is Analytics?

The discovery, interpretation, and communication of meaningful patterns in data, often used to measure the effectiveness of digital marketing strategies.

A hyperlink from one website to another, important for SEO as they can improve a site’s search engine rankings.

Backlinks, also known as inbound links, are links from one website to a page on another website. Search engines like Google consider backlinks as votes for a specific page and website. Pages with a high number of backlinks tend to have high organic search engine rankings.

What is a Bid Strategy?

A bid strategy in digital marketing refers to the approach used to determine how much to pay for each click, impression, or conversion in an online advertising campaign. Strategies can include manual bidding, automated bidding, and enhanced cost-per-click (ECPC).

What is Bounce Rate?

The percentage of visitors who navigate away from the site after viewing only one page.

What is Branding?

The process of creating a unique image and name for a product in the consumer’s mind through advertising and other marketing strategies.

What is Call to Action (CTA)?

A prompt on a website that encourages users to take a specific action, such as “Buy Now” or “Sign Up.”

What are Clicks?

Clicks measure the number of times users click on an ad, link, or call-to-action. It is an important metric for evaluating the performance of online advertising and marketing campaigns. As a metric, it is often given as a number relative to the total views or impressions: Click-Through-Rate (CTR). Google Ads has stopped using the term Click-Through-Rate (CTR) and instead opted for Interaction Rate. Essentially it is the same thing.

What is CMS (Content Management System)?

A Content Management System (CMS) is a software application used to create, edit, manage, and publish digital content. Examples include WordPress, Joomla, Drupal and Squarespace. CMSs simplify the process of editing, managing and publishing content, as the coding for the pages which contains the content has only to be done once.

What is Content Marketing?

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action. Examples include blog posts, videos, infographics, and social media content.

What is Content Marketing and Strategy?

Content marketing and strategy involve planning, creating, and distributing valuable, relevant content to attract and engage a target audience. A well-defined content strategy ensures that all content efforts align with business goals and customer needs, driving traffic, leads, and conversions.

What is Content Writing?

Content writing involves producing written material for various media, particularly digital media. This includes articles, blog posts, website copy, product descriptions, and social media posts. The goal is often to inform, engage, and attract readers, often with an aim to convert them into customers.

What is a Conversion Funnel?

The journey a consumer takes through a site’s marketing and sales process, from initial awareness to final conversion.

What is Conversion Rate?

Conversion rate is the percentage of visitors to a website who complete a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. It is a key metric for measuring the effectiveness of marketing campaigns and website performance.

What is Conversion Rate Optimisation (CRO)?

Conversion Rate Optimization (CRO) involves strategies and techniques aimed at increasing the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form. This can include A/B testing, user feedback, and improving site usability.

What are Conversions?

Conversions occur when a website visitor completes a desired action, such as making a purchase, signing up for a newsletter, or downloading a white paper. Tracking conversions is essential for measuring the success of marketing efforts.

What is Copywriting?

Copywriting involves writing persuasive and compelling content for marketing and advertising purposes. Effective copywriting aims to motivate the reader to take a specific action, such as making a purchase, signing up for a newsletter, or clicking on a link.

What is Cost Per Conversion?

Cost per conversion is a metric that measures the cost of acquiring a conversion, calculated by dividing the total cost of a marketing campaign by the number of conversions it generated. It helps businesses evaluate the efficiency of their advertising spend.

What is CPC (Cost Per Click)?

CPC, or Cost Per Click, is an online advertising model where advertisers pay a fee each time their ad is clicked. It is commonly used in online advertising campaigns, allowing advertisers to control their budget and track the effectiveness of their ads. The difference between PPC and CPC is that the Pay Per Click is set beforehand and the Cost per Click is the realised charge.

What is CPM (Cost Per Thousand Impressions)?

CPM, or Cost Per Thousand Impressions, is an online advertising pricing model where advertisers pay for every 1,000 impressions (views) of their ad. It is commonly used in display advertising, where the focus is on brand awareness rather than direct clicks.

What is CTR (Click-Through Rate)?

CTR, or Click-Through Rate, is a metric that measures the percentage of people who click on an ad or a link compared to the total number of people who viewed it. It is used to gauge the effectiveness of online advertising campaigns.

What is Customer Relationship Management (CRM)?

A strategy for managing a company’s interactions with current and potential customers, often using data analysis.

What is Digital Marketing?

Digital marketing is the use of digital channels and assets to promote or market products and services to consumers and businesses. This includes online marketing techniques such as SEO, SEM, content marketing, social media marketing, email marketing, and more. Usually the main digital marketing asset is a companies website.

What is a Digital Marketing Agency?

A digital marketing agency specializes in online marketing services to help businesses achieve their marketing goals. Services typically include SEO, SEM, content marketing, social media management, email marketing, and online advertising.

What is Domain Authority?

A search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs).

What is DuckDuckGo?

DuckDuckGo is a privacy-focused search engine that emphasizes protecting users’ privacy by not tracking their search history or personal information. It provides an alternative to other search engines that collect and monetise user data.

What is eCommerce?

eCommerce, or electronic commerce, refers to the buying and selling of goods and services over the internet. It includes online retail stores, digital marketplaces, and B2B transactions, facilitated by platforms like Shopify, WooCommerce, and Magento.

What are eCommerce Platforms?

eCommerce platforms are software solutions that allow businesses to create and manage online stores. Popular platforms include Shopify, WooCommerce, Magento, and BigCommerce, each offering various features for product management, payment processing, and shipping integration.

What is Email Marketing?

Email marketing is the practice of inviting website visitors to join your email list and then sending marketing messages to them. It may involve using emails to send advertisements, request business, or solicit sales or donations, and can include newsletters, promotional campaigns, and automated marketing emails.

What is Facebook?

Facebook is a social media platform that allows users to create profiles, share content, join groups, and connect with friends and family. It is also a powerful marketing tool for businesses, offering targeted advertising and engagement opportunities.

Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos.

Google Ads is an integral part of digital marketing strategies, allowing businesses to reach potential customers through paid search engine advertisements. It includes tools for targeting specific demographics, setting budgets, and measuring campaign effectiveness.

What is Google Domains?

Google Domains is a domain registration service offered by Google. It allows users to search for, register, and manage domain names for their websites. The service includes features such as email forwarding, domain forwarding, and integration with other Google services. Google Domains now falls under the management of Squarespace and has been rebranded Squarespace Domains.

What are Impressions?

Impressions refer to the number of times an ad or piece of content is displayed to users. It is a common metric used in online advertising to measure the reach and visibility of a campaign.

What is Influencer Marketing?

A form of marketing in which focus is placed on influential people rather than the target market as a whole.

What is Instagram?

Instagram is a visual social media platform that allows users to share photos and videos. It is popular for its emphasis on visual content and is widely used by businesses for brand building, influencer marketing, and advertising.

What is Internet Search Optimisation?

Internet search optimisation, commonly known as search engine optimisation (SEO), involves improving a website’s visibility in search engine results through on-page and off-page techniques. The goal is to attract organic traffic by ranking higher for relevant keywords.

What is Keyword Research?

The process of finding and analysing search terms that people enter into search engines with the goal of using that data for SEO, content marketing or SEM.

What is a Landing Page?

A standalone web page created specifically for a marketing or advertising campaign, designed to convert visitors into leads or customers.

What is Lead Generation?

Lead generation is the process of attracting and converting potential prospects into leads. A lead is someone who has indicated interest in your company’s product or service. Various marketing strategies such as email marketing, social media, content marketing, search engine optimisation, search engine advertising and events. Often multiple marketing strategies are combined to generate leads.

What is Lead Generation in B2B?

Lead generation in B2B (Business-to-Business) refers to the process of identifying and attracting potential business clients. Strategies often include industry events, webinars, white papers, and targeted advertising to reach decision-makers within other companies.

What is a Lead Generation Process?

The lead generation process involves a series of steps designed to attract and convert potential customers into leads. This typically includes identifying target audiences, creating engaging content, using marketing channels to reach the audience, and nurturing leads through follow-up communications.

What is Lead Generation in Digital Marketing?

Lead generation in digital marketing involves using online strategies to attract and convert the target audience into leads and customers. Tactics include content marketing, email campaigns, social media marketing, and pay-per-click advertising.

What is Lead Generation in Real Estate?

Lead generation in real estate involves attracting potential buyers or sellers of properties. Real estate agents and companies use tactics such as print media, flyers and billboard advertising as well as online listings, social media marketing, open houses, and email campaigns to generate leads.

What is a Lead Generation Specialist?

A lead generation specialist is a professional responsible for identifying and cultivating potential customers for a business’s products or services. They use various strategies, such as email marketing, social media outreach, and content marketing, to attract and qualify leads.

What is LinkedIn?

LinkedIn is a professional networking platform where users can create profiles, connect with colleagues, join industry groups, and share content. It is widely used for job searching, professional networking, and B2B marketing.

What are Long-tail Keywords?

Specific and longer keyword phrases that visitors are more likely to use when they are closer to making a purchase or using voice search.

What are Meta Tags?

Snippets of text that describe a page’s content; they don’t appear on the page itself but only in the page’s source code.

What is Off-Page SEO?

Off-page SEO involves activities performed outside of a website to improve its search engine rankings. This includes building backlinks, social media marketing, influencer outreach, guest blog posting, reputation & review management, and other methods that promote a website’s authority and trustworthiness.

What is On-Page SEO?

On-page SEO refers to the practice of optimizing individual web pages to rank higher in search engine results. It includes optimising content, HTML source code, meta tags, headings, and internal linking to improve a page’s relevance and user experience.

What is a One-Page Website?

A one-page website is a single webpage page that presents all the essential information about a business or individual. This design is often used for portfolios, product showcases, and promotional campaigns, focusing on a clean and simple user experience.

What is Online Advertising?

Online advertising involves promoting products or services through digital channels such as search engines, social media, websites, and email. Common forms of online advertising include display ads, search ads, social media ads, and video ads.

What is Pay-Per-Click (PPC)?

PPC is an internet advertising model used to drive traffic to websites, where an advertiser pays a publisher when the ad is clicked. It is commonly associated with search engines and is a way of buying visits to your site rather than attempting to earn them organically.

What is Responsive Design?

Responsive design is a web design approach that ensures web pages render well on a variety of devices and window or screen sizes. It aims to provide an optimal viewing experience, with easy reading and navigation with minimal resizing, panning, and scrolling.

What is Retargeting?

A form of online advertising that targets users who have previously visited a website as they browse the internet.

What is Search Engine Advertising?

Search engine advertising, also known as paid search advertising or pay-per-click (PPC) advertising, involves placing ads on search engine results pages. Advertisers bid on keywords, and their ads appear alongside organic search results, typically at the top or bottom of the page.

What is Search Engine Marketing (SEM)?

SEM involves promoting websites by increasing their visibility in search engine results pages through organic and paid advertising. It includes strategies such as search engine optimisation (SEO), pay-per-click (PPC) advertising, other paid search advertising such as display networks.

What is Search Engine Optimisation (SEO)?

SEO is the practice of optimising a website to increase its visibility in search engine results pages (SERPs) for relevant keywords. It includes on-page optimisation like keyword usage and meta tags, and off-page optimisation like backlinks and social media engagement.

What are Search Engine Results Pages (SERPs)?

The pages displayed by search engines in response to a user’s query.

What is a SEO Agency?

An SEO agency specialises in improving a website’s organic search rankings through various optimisation techniques. They conduct keyword research, optimise on-page elements, build backlinks, and monitor performance to increase visibility and drive organic traffic.

What is SEO on LinkedIn?

SEO in LinkedIn involves optimizing a LinkedIn profile and content to appear higher in LinkedIn search results. This includes using relevant keywords in profiles, posts, and articles, as well as building a strong network of connections.

What is SEO on YouTube?

SEO in YouTube involves optimizing video content to rank higher in YouTube search results. This includes using relevant keywords in titles, descriptions, and tags, as well as engaging with viewers through comments and encouraging likes and shares.

What is SEO Writing?

SEO writing involves creating content that is optimized for search engines. This includes using relevant keywords, writing compelling meta descriptions, and structuring content in a way that enhances readability and relevance for both users and search engines.

What is Shopify?

Shopify is an eCommerce platform that allows businesses to create online stores and sell products. It offers a range of features, including customisable templates, payment processing, inventory management, and marketing tools to help businesses grow their online presence.

What is a Social Media Marketing Agency?

A social media marketing agency specialises in creating and executing marketing strategies on social media platforms to promote clients’ products or services. These agencies manage social media accounts, create content, run ads, and engage with followers to help businesses increase their online presence.

What is Social Media Marketing (SMM)?

Social media marketing (SMM) uses social media platforms to promote products or services, engage with audiences, and build brand awareness. SMM strategies include creating and sharing content, running ads, and interacting with followers on platforms like Facebook, Instagram, Twitter, and LinkedIn.

What is Social Proof?

The influence that other people have on an individual’s behavior, often used in marketing to build trust by showing reviews, testimonials, or endorsements.

What is Squarespace?

Squarespace is a popular website building and hosting platform that provides pre-designed templates and drag-and-drop tools for creating professional websites without needing to code. It offers features for blogging, e-commerce, and analytics.

What is Squarespace Domains?

Squarespace domains refer to the domain registration service offered by Squarespace. Users can purchase and manage their domain names directly through Squarespace, integrating seamlessly with their website building and hosting services.

What is Strategic SEO?

Strategic SEO involves developing a long-term plan to improve a website’s search engine rankings and visibility. It encompasses keyword research, content creation, on-page and off-page optimisation, and continuous monitoring and adjustment to achieve sustained success.

What is TikTok?

TikTok is a social media platform that allows users to create and share short-form videos. It has gained popularity for its engaging and creative content, making it a valuable tool for brands looking to reach younger audiences through influencer collaborations and viral content.

What is User Experience (UX)?

UX, or User Experience, focuses on the overall experience users have when interacting with a website or application. It involves usability, accessibility, and overall satisfaction, ensuring that the product is easy to use and meets users’ needs.

What is User Interface (UI)?

UI, or User Interface, refers to the visual elements of a website or application that users interact with. It includes buttons, menus, icons, and other graphical components designed to provide a seamless and intuitive user experience.

What is UI/UX Design?

UI (User Interface) and UX (User Experience) design focus on creating visually appealing and functional digital interfaces. UI design deals with the look and feel of a product, while UX design ensures that the product provides a seamless and enjoyable experience for users.

What is Viral Marketing?

A marketing strategy that encourages individuals to pass on a marketing message to others, creating potential for exponential growth in the message’s exposure and influence.

What is Web design?

Web design involves creating the visual and functional aspects of websites. It encompasses several different aspects, including webpage layout, content production, and graphic design. Web design determines the look and feel of a website.

Web Design vs. Web Development

Web design focuses on the visual and aesthetic aspects of a website, including layout, color schemes, and user interface. Web development, on the other hand, involves the technical construction and functionality of a website, including coding, database management, and server configuration.

What is Web Designing and Development?

Web designing and development encompass the entire process of creating a website, from initial concept and design to coding, testing, and launching. It involves both front-end (user interface) and back-end (server-side) development.

What are Web Developers?

Web developers are professionals who build and maintain websites. They are proficient in coding languages such as HTML, CSS, JavaScript, and PHP, and work on both front-end (client-side) and back-end (server-side) development.

What is Web Page Design?

Web page design involves creating individual web pages that are aesthetically pleasing, user-friendly, and aligned with the website’s overall design. This includes layout, graphics, text formatting, and interactive elements.

What is a Webinar?

A seminar conducted over the internet, often used for educational or marketing purposes.

What is Webflow?

Webflow is a web design and development platform that allows users to build responsive websites visually without writing code. It combines a drag-and-drop editor with powerful CMS capabilities, making it suitable for designers, developers, and marketers.

What are Website Creators?

Website creators are tools or platforms that allow users to build websites without needing advanced technical skills. Popular website creators include WordPress, Wix, Squarespace, and Weebly, which offer drag-and-drop interfaces and customisable templates.

What is Website Design?

Website design refers to the process of creating a website, including layout, colour schemes, graphics, fonts, and overall aesthetics. It combines various design principles to create a visually appealing and user-friendly site that meets the needs of its audience.

What is White Hat SEO?

SEO practices that conform to the search engine’s guidelines and involve no deception.

What is WordPress?

WordPress is a widely used open-source content management system that powers millions of websites worldwide. It offers a vast library of plugins and themes, making it highly customisable for various types of websites, from blogs to e-commerce sites.

What is WordPress CMS?

WordPress CMS refers to the Content Management System capabilities of WordPress. It allows users to create, manage, and modify content on a website without needing specialised technical knowledge, making it a popular choice for bloggers, businesses, and developers.

What is a WordPress Developer?

A WordPress developer specializes in building and customizing WordPress websites. They are proficient in programming languages such as PHP, HTML, CSS, and JavaScript and often create custom themes, plugins, and functionalities to meet specific client needs.

What is a WordPress Theme?

A WordPress theme is a highly customisable collection of templates and stylesheets used to define the appearance and display of a WordPress-powered website. Themes can be switched within the WordPress admin area, allowing users to change the look and feel of their site without altering the content. Web designers and developers can change the overall appearance and functionality on the website as they see fit.

What is an XML Sitemap?

A file that lists a website’s important pages, making sure search engines can find and crawl them all.

Arnoud Gernaat

Arnoud Gernaat

Hey there! I’m Arnoud, a proud father of two amazing teenagers and a lucky husband to a wonderful wife. When I’m not playing field hockey or scoring goals in floorball, I immerse myself in the world of digital marketing. I’m passionate about helping business owners navigate the online landscape and making their brands shine. Let’s work together to turn your digital dreams into reality!