Glossary

Familiarize yourself with common digital marketing terms. We understand that some of the lingo can be confusing so we’re making it as easy as possible to help you learn definitions.

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301 Redirect: A permanent redirect which passes links from one web page to another web page. In most cases, a 301 redirect is the best and most SEO-friendly type of redirect on a website.  

302 Redirect: A temporary redirect which passing a visitor from one web page to another.

404 Error: An error message appearing when a visitor lands on a web page that doesn’t exist.

A

Account-based Marketing (ABM): A marketing strategy that allocates resources on a set target of accounts.

Alt Text (Alternative Text): Also known as Alt Attributes . This is used in HTML code to describe the image on a webpage. It’s best SEO practice that all images have alt text clearly defining what the image is.

Anchor Text: The clickable text that appears highlighted in a hypertext link. Typically, this is blue but depends on the styling of the website.

B

Backlink(s): Also called Inbound Links. An incoming hyperlink from from one website to another. Google considers quality of backlinks as one of their factors in determining where a site shows up in its search results.

Black Hat SEO: SEO tactics to increase rankings in a search engine result page (SERP) through means that violate the search engines’ terms of service.

Breadcrumbs: A secondary navigation that links at the top of the webpage that help the user navigate the site. Typically, they are below or near the title of the page. They may appear something like “About  >> My Team >> Get to Know Sally”

C

Call to Action (CTA): A link, image or button of a website that guides the visitor to a specific action. Examples include, “Buy Now”, “Get Started” and “Learn More”

Cascading Style Sheets (CSS): The style code that tells the HTML of a website how it should appear. From the color of text to the spacing, the CSS helps the aesthetics of a website.

Click Through Rate (CTR): A web metric that shows how often visitors clicked through on an ad or link. It provides an indication as to the quality of an ad by dividing the number of clicks by the number of impressions.

Clickbait: A pet peeve of ours. A text or thumbnail link that its main purpose is to attract attention so a visitor will click through. Here’s an example, “A Stray Cat Met a 9 Year Old Boy, You Won’t Believe What Happened Next!” How can you not click on that??

Cost Per Acquisition (CPA): A web metric to determine how much money was spent to acquire a new lead/customer. It can be calculated by dividing the total spend by the number of conversions.

Cost Per Click (CPC): A web metric to determine the amount of money invested for an ad click on for a PPC program like Google Ads.

Click Through Rate (CTR): The percentage of visitors to a web page who have clicked on an ad.

Customer Journey: The process that a customer goes through when interacting with your brand and company. 

D

Display Ad(s): Banner ads (image, text, video and audio) that appear specifically on areas of a various websites.

Display Network: A collection of websites that display ads on their web pages.

Dofollow Links: A hyperlink that allows Google to follow them and reach your website. By default, your links are most likely dofollow links unless they are modified to nofollow links.

E

Email Automation: A digital marketing platform that uses advanced software to automatically send emails, create workflows and create marketing assets such as landing pages.

F

Facebook Advertising: Facebook advertising platform that allows ads to reach its users. These ads can be very targeted based on the user’s location, demographic and profile info.

G

Google Ads: Google Ads (formerly known as Google Adwords) is a Google developed pay-per-click (PPC) advertising program. Google offers two main types of advertising: Google Search Network and Google Display Network.

Google Analytics (GA): A free data analytics platform that analyzes your website. From traffic acquisitions to how long visitors stay on your site, Google Analytics provides relevant information to understand a website’s health and trends.

Google Algorithm: A somewhat mysterious system to determine where websites will appear on Google search result pages for any number of queries. The Google algorithm helps users find what they are looking for in a fraction of second. Great for users; challenging for marketers.

H

Hashtag: A word or phrase preceded by the pound sign, “#”. Popularized by social media, hashtags helps social media platforms organize content by making them clickable.

Hyperlink: A HTML code that creates a link from one webpage to another. Typically, these are blue and underlined but can vary greatly depending on the styling of the website.

Hypertext Markup Language (HTML): A collection of codes that tell a web browser how to display a webpage. While the CSS is the styling, HTML is the structure.

Hypertext Transfer Protocol (HTTP): Protocol used by the internet to define how data is formatted and transmitted. It is the communication between web clients and servers.

Hypertext Transfer Protocol (HTTPS): Same as the previous but it is encrypted which adds a layer of security. Google now prefers this over HTTP.

I

Impression(s): A web metric to express how many times an ad was shown.

Inbound Marketing: Activities and strategies used to attract and engage prospects and customers. By educating and building trust and awareness within a community, visitors will come to you. Examples of inbound marketing activities include content marketing, social media, SEO and branding.

J

Javascript (JS): A scripting language that is used on web browser to display interactive elements to a web page that cannot be accomplished by HTML or CSS.

K

Keyword(s): A word or phrase that reflects the content of the webpage.

Keyword Stuffing: When specific keywords are used over and over and over with the intent to rank for that word or phrase in search engines. Most times…it backfires.

L

Lead: A potential customer who has engaged with your digital assets (website, landing pages, emails, etc.).

Long Tail Keyword: A keyword phrase, typically three to four words, that are specific to people keying in search engines. These are easier to rank for compared to targeted keywords. Think “Men’s medium crew neck” versus “Men’s shirt”.

M

Medium: Often interchangeable with “source”, is the category of traffic to a website such as organic, referral and direct.

Metadata: A description that provides context to web data that web crawlers can identify. There are various types of metadata elements including titles, descriptions and tags.

N

Nofollow Links: A HTML link attribute (rel=”nofollow”) that tells search engines to ignore that link.

O

Organic Traffic: A source of traffic that comes through non-paid search engine results. The beauty of organic traffic is that it’s free and usually relevant to the visitor.

P

Pay-Per-Click (PPC): Online advertising in which advertisers are charged for their ad after someone has clicked on it. Google Ads is an example of a PPC channel.  

Q

R

Remarketing: Also known as retargeting. This is a type of paid ad that follows a visitor who already clicked an ad in the past. Remember those bath towels you saw on target.com? Well, they didn’t accidently show up on Facebook.

Referral Traffic: A source of traffic that comes through from another website. For example, a visitor is on reddit.com and clicks on a link that directs them to your website.

S

Search Engine Marketing (SEM): A blanket term that encompasses paid (PPC) and unpaid (SEO) traffic.

Search Engine Results Page (SERP): The pages displayed by search engines from the word(s) typed into the search bar.

Sitemap: An XML file of a website that lists all the web pages that search engines can crawl to understand the content of the site.

Slug: The word(s) that come after .com. For example, the slug for digikane.com/im-the-best would be “im-the-best”.

SSL Certificate: A digital certificate that authenticates the identity of a website. It is also encrypts information sent over a server using SSL technology.

T

Title Tag: An HTML element used to describe the title of the webpage. Title tags are viewable in search engine listings and are displayed at the top tab of web browsers.

U

Unique Visitors: A web metric used to determine how many different people viewed a website.

V

W

White Hat SEO: SEO strategies, techniques and tactics that focus integrity of your website and in adherence to the search engine’s terms of service.

Z

Y

X

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