Digital Marketing Glossary

Here at Avado we understand that there is a great range of disciplines within Digital Marketing, from content and design to SEO, PPC and web development.  Even industry veterans will find that there’s something new to learn every day on the job. As such, it can be challenging to keep up with all the terms that are being thrown around all the time.

And we get it, sometimes you just don’t have the time to browse through an entire Wikipedia page’s worth of content just to get the gist of what’s being explained. This list of 101 Digital Marketing terms is designed to give you a quick-look explanation of some of these terms. So, the next time you’re in a hurry, give this blog post a go! We’ve categorised the terms alphabetically for easy reading.

Your very own Digital Marketing Glossary:


Ad Extensions:

Further information that you can add onto an advert through Google Ads. This could include addresses, reviews and contact information.


A monetisation method for webmasters offered by Google. Allows webmasters to place adverts on their site to earn revenue.


This stands for “Attention, interest, desire, action’ and is a very famous copywriting formula.


The processes Googles uses in order to rank websites on its search results page. There are various algorithms Google has used, including Panda, Penguin and now the Core Algorithm.

Alt Text:

Alternative text refers to the word or phrase written with an image that describes the content of the image. This provides vision impaired visitors with information.

Anchor Text:

The clickable text in a hyperlink. Good anchor text will provide context for the link, which will help it rank.

Average Position:

A metric that shows advertisers where on average their ads are showing in Google’s SERPs, the best results are an average position between 1 and 4.



A link from one website to another. This affects SEO rankings, the more trustworthy backlinks your website has, the higher your website will appear on Google’s search results page.

Banner Ad:

An image advert that can be placed across various websites.

Black Hat:

Refers to a digital marketer who uses unethical tactics to rank websites, like spamming or mass directory link building.


Also known as crawlers or spiders, bots are automated programs which scan through websites allowing them to rank.


In an online sales funnel, this is the part of the buying process where the consumer would purchase the product. In some circles, this is known as the ‘intent’ phase in the buying cycle.

Bounce Rate:

The percentage of visitors who have visited a website without clicking on any further pages or interacting with the page. The smaller the bounce rate, the better.


A browser, also known as a web browser, is a program used for navigating around the web, for example Google Chrome or Safari.



A series of adverts or messages that are promoting the same thing. These marketing campaigns can be shared on social media, advertising platforms and emails.


When two or more pages from the same website rank for the same keywords, which results in a low ranking for all the pages.


Used by developers to build websites, this can be HTML, JS, CSS and PHP.


A cookie is a piece of data that is saved on the user’s device when they’re browsing specific sites. They improve user experience by remembering previously visited pages and cart items. They can also be used to create targeted ad campaigns on a range of software.


A piece of content could be an article, a video, or an asset, usually to be placed on a website’s blog.

Conversion Rate:

The rate at which the website’s visitors complete the overall goal of the site, for example buying a product or filling in a contact form. This is worked out by dividing the number of goals achieved by the number of visitors.


The text on images, products and category pages.


Cost Per Acquisition refers to how much money is spent to acquire a new customer. This is worked out by dividing the total spend by the number of conversions.


Cost Per Click is the estimated amount of money spent for each click on an ad in a PPC campaign.


See ‘Bot’.


This stands for Cascading Style Sheet. This is used to create rules on how HTML is presented when a user lands on a page.


A Call To Action is usually a button encouraging visitors to carry out an action, for example ‘contact us’, or ‘buy now’.


Click Through Rate refers to the proportion of people who click on an advert. This can be calculated by dividing the number of clicks by the number of people who have seen it (impressions).



A Domain Name System translates URLs into IP addresses, which use numbers instead of words.


This is the attribute given to the backlinks that tell crawlers to allow the passing of authority and PageRank.

Duplicate Content:

When portions of text have been copied from one website onto another. This can result in poor rankings on Google.



Electronic Commerce refers to companies that conduct business online, whether this is selling a product or a service.

Email Automation:

Sets up a series of emails that are automatically sent to customers at specific times.

Email List:

A list of email address that can be used for email automation. These are usually categorised by interest or profession to make automation simpler.

Email Marketing:

Using emails to acquire leads or sales. A successful method is email automation.


Featured Snippet:

A small amount of text that appears at the top of Google’s search results to quickly answer any questions in the search term. Google automatically pulls this from a relevant site.


Google Ads:

A program used to place adverts in a visible position on Google’s search results page and increase revenue. This is used heavily in PPC.

Google Analytics:

A program by Google which allows you to analyse traffic on a website and get more information about the visitors.

Google Display Network (GDN):

Google’s advertisement network that allows businesses to use campaigns to target their audience on the websites they use most. Ads usually appear as tiles on the website or within the content itself.

Google Search Console:

A program by Google which provides data on a website’s visibility and looks at things like Click Through Rate and indexability.



A hashtag (‘#’) is a way of tagging social content so that it can be grouped into an associated feed with other posts.

Header Tags:

Used in HTML to define headings amongst text. These can be H1s (titles), H2s (subtitles) and H3s (smaller subtitles).


A representation of how users interact with a website, showing where they click and scroll.


HTTPS stands for hypertext transfer protocol secure. It is a secure way of transfers data from a web server to a web browser.


Hypertext Markup Language is made up on codes, or tags, which individually control how a webpage is displayed.


The algorithm released by Google that changed the way they read search queries. This change also meant that anchor text was now read in the context of surround text.


A hyperlink is a clickable link from one web page to another. Usually accompanied with anchor text or an image.



The number of people who have seen an ad and may or may not have clicked on it, this is usually used in PPC advertising.


The index is every web page that Google has crawled in order to be ranked. If your website is being indexed it is being copied into Google’s system.

IP Address:

Stands for Internet Protocol and is a unique set of numbers separated by full stops that identifies your computer.



A programming language that is object-orientated and used to create interactive effects, control multimedia or animate images on web pages.



Search terms (words or phrases) which are most relevant to the page and define what your content is about.

Keyword Density:

A percentage showing the number of times a certain keyword or phrase is used in relation to the total number of words on the page.

Keyword Stuffing:

When keywords are overused or crammed into site copy to try and manipulate site rankings. A black hat SEO trick (see ‘Black Hat’).


Landing Page:

A web page which has been created as the place to ‘land’ once someone has clicked on a SEO search result or Ad.


A person or organisation who is interested in your services with the view to becoming a potential client.

Link Profile:

Use to describe the current state of a website’s backlinks. See ‘backlinks’ for more information.

Longtail Keyword:

A style of keyword (on Google) that is a longer search query and holds more specific information that the user wants to find. An example of a longtail keyword would be “one bedroom apartments in Croyden”.

Lookalike Audience:

This is a type of audience targeting option available on sites such as Facebook, Instagram, and LinkedIn. It allows advertisers to target new people based on previous customer characteristics, allowing you to target an audience that is more likely to take action on your placements.


This stands for latent semantic indexing. It is a way Google uses the words on your site to create meaning, allowing Google to better work out what your page is about.


Map Pack:

This is a section on Google SERPs which shows the local businesses in the area. They usually show up when the search query implies local intent.

Meta Description:

The text which appears under the title tag in a search engine result. Usually a brief description of the page, no more than 160 characters.

Meta Tags:

Brief descriptions of page content that only exist in a webpage’s HTML code to help tell search engines what the page is about.


In an online sales funnel, this is the section where the consumer is contemplating on purchasing a product but is currently looking for more information for a more educated purchase. In some circles, this is known as the ‘consideration’ phase of the buying cycle.



This stands for ‘name, address, and phone number’. These fields are commonly filled out on directories that Google uses for citations. These are very important for local SEO.


This stands for Natural Language Processing. It is a method Google uses to read websites and understands how the language flows on the page.


This is the attribute given to backlinks to other websites that block web crawlers from passing any authority. They’re usually used when linking out to sites that could be untrustworthy.



Describes users who have visited a site through a search engine without clicking on a paid ad.



The metric used to determine whether a webpage is high-quality (in Google’s eyes). This metric is no longer public as black hat SEOs were using it to game the algorithm.


A Google algorithm update introduced in February 2011 to stop sites with poor quality content from gaining top rankings.


A negative impact on a website’s Google rankings following an algorithm update or due to being penalised for black hat SEO technique usage.


A Google algorithm update introduced in April 2012 to identify and penalise sites who had bought or obtained lots of links from ranking highly.


A Google update that meant local businesses took priority over authority sites when local intent was interpreted with a search query.


The place in which a site sits in search engine rankings for a specific search term.


Also known as Paid Search, in Pay Per Click Marketing advertisers pay a fee every time one of their ads is clicked. It’s mostly used on search engines but also on social media.


Quality Score:

A score assigned to Google Ads ad groups based on keyword relevance to landing page, the user’s search terms and the associated ad text.



Google’s personal AI which utilises UX metrics and advanced learning algorithms to produce better search results for more novel queries.


The order of results shown on a search engine results page.


When you click on or request one URL and are taken to a different one automatically.


A term used in Google Analytics for visits to your site via a link that appeared somewhere other than a search engine, i.e. from another website.

Rel Canonical:

The is an attribute which can be attached to specific pages. It is used to prioritise a page as the original copy, preventing any duplication across internal or external pages.


A form of online advertising that uses cookies to target users who have previously visited a site with banners or ads on display networks on new sites they visit.


This stands for Return on Ad Spend. It is exactly what it sounds like – a measurement of how much money you’ve made from an ad campaign.


Stands for Return on Investment. A measurement of how much money has been invested for a project vs. how much money has been made as a result of the project.


This stands for really simple syndication. It is a method used to accumulate notifications from multiple websites so they can be viewed in an easy-to-understand format. Most websites have an RSS feed.



This stands for Search Engine Marketing. It is a term used to describe the use of search engines to drive web traffic.


Stands for Search Engine Optimisation. The process of attempting to improve search engine rankings and site visibility.


Stands for Search Engine Results Pages and refers to the pages that are displayed in search engine results.


A term used in Google Analytics for a group of interactions a user performs while using a site during a given time frame.


A list of a website’s pages organised by hierarchy or topic which helps search engine crawlers index all site pages.

Skyscraper Technique:

A term coined by Brian Dean to explain the method of writing amazing, long-form content and outreaching it with the aim of scoring backlinks.


The unique part of a page’s URL, it identifies a particular page on a website in a way that is readable by users and explains the page content.


See ‘bot’

SSL Certificate:

SSL stands for secure sockets layer. This certificate adds the data files necessary for websites to use HTTPS security.


Title Tag:

An HTML element used for SEO and user experience to define the title of a web page. These are shown on search engine results pages (SERPs) as the link to click through to the site.


In an online sales funnel, this is the section where the consumer is aware they have a problem but unsure about the type of product or solution they require. At this point, they may start to search for a solution but are unsure with what direction to take. In some circles, this is known as the ‘awareness’ phase in the buying cycle.



Stands for User Interface and refers to everything with which a user will interact such as buttons, search functions and layout.


Stands for Uniform Resource Locator and is more commonly known as a web address.


User Experience is a web design process which ensures all pages on a site are useful, easy to use and interact with.



A basic webpage plan outlining layout and page elements, including size and placement. They are mainly used for structural purposes.

White Hat:

The term used to describe good practises of SEO (that adhere to Google’s guidelines).



This stands for eXtendible Markup Language. This is used to simplify data points so that both computers and humans can understand it better. In a basic sense, it allows for customisable tags for marking up information.

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Radzif Nasri

Posted October 16, 2020