Free Digital Marketing Glossary

Cheap Digital Marketing Expert

By Guy Hudson

I have created this free digital marketing glossary as digital marketing jargon can be confusing, especially for a beginner.


There are 100’s of abbreviations & buzzwords you’d need to learn to fully understand what digital marketing experts are talking about.


Below you will find a list of the most common abbreviations & technical terms and a brief description of what they mean in layman’s terms. 


B2B – Business-to-business refers to commerce (transactional exchanges) between two businesses rather than a business trading with individual customers and consumers.

B2C – Business-to-consumer is a model where businesses sell products and/or services with individuals.

CLV – Customer lifetime value. CLV is the total future value a customer has to a business. Often a monetary value is a business. This is handy when working out cost per acquisition and budgeting for your marketing campaigns.

CMS – Content Management System is a software application that is used to create and manage your digital content. The most popular and well-known CMS would be WordPress.

CPA – Cost Per Acquisition is a metric report which shows the cost per conversion from your Ad campaign. These are useful if you are running paid ad campaigns such as Google Ads & Facebook ads.

CPC – Cost Per Click is the value you have paid for each click to your landing page. A useful metric to help you scale & budget for future campaigns. 

CPL – Cost Per Lead is the value of each lead to your site. This will help you calculate your total marketing budget. 

CPM – Cost per thousand, this report metric is based on impressions. The “m” stands for Mile which is a Latin word for Thousand.

CRO – Conversion Rate Optimisation is the process of increasing the percentage of website visitors who take a preference action, some examples would be completing a sale, signing up for a subscription or filling out a contact form. 

CTA – Call To Action is a statement designed to get your website user to take a desired action. Most commonly these will be buttons on your web page such as “click here”. 

CTR – Click-Through Rate is the percentage of visitors who click on your link and open your landing page. This applied to both organic & paid search campaigns. 

DA – Domain Authority is a metric first invented by MOZ which acts as a way of ranking websites. In a general rule the higher the number DA the better chance your site will have of ranking higher. 

KPI – Key Performance Indicator is a measure used by digital marketers to measure the success of a campaign. 

PA – Page Authority is a metric developed by Moz to specify the value of a page on a website. This is unique to DA which calculates the entire domain. PA will take into account on-site ranking factors such as outbound links, keyword density etc. 

PPC – Pay Per Click is an advertising model where advertisers pay when your ad is clicked. PPC will often be talking about Google; however other services such as Bing offer PPC platforms. 

SEO – Search Engine Optimisation is the practice of adapting your website to rank higher in the search engine results. This includes several on-site & off-site ranking factors. 

UI – A user interface (UI) is the interaction between computer & users on your website/app. 

UX – User Experience is how a user interacts with your website. Something like a broken link will create bad UX on your website. Hotjar is a great service for anyone looking to see how users interact with your site. 

Common Digital Marketing Terms


301 Redirect – A 301 redirect is a permanent redirect that sends site visitors to a different UR. These are used in cases such as moving your site to a new domain. 

302 Redirect – a 302 redirect sends a visitor from one page to another web as a temporary page. These can be used during A/B testing or site maintenance.  

404 Error – A 404 error is an error code where the server could not find what was requested, it is important you ensure there are no 404 errors on your site. These both impact UX & SEO of your domain. 

Ad Extensions – Ad Extensions are additional pieces of information you can add to your PPC Ads. These can be used to include key information & extra reasons for users to click your ad over your competition. 

AdWords – Google Adwords is the former name of Google Ads. They are often still referred to as Google Ads by old school digital marketers. 

Alt Text – Alt text also known as Alt Attribute are used to help search engines understand what your image is. These are a key SEO ranking factor. Sites such as wordpress make it super easy to add alt tags to your images. 

Analytics – Digital Marketers will most likely be referring to Google Analytics this is a reporting platform that will allow you to see how users are interacting with your website. 

Adsense – Google Adsense is a Google platform that allows you to run display ads on your website or blog. 

Algorithm – Algorithms in digital marketing are very complex systems that are designed to give searchers the correct results after they make a search term. 

Automation – Automation is a process that is controlled via Ai with limited human interaction needed. This is crucial to help you save time in your digital marketing strategies. 

Average Position – This is the position your site ranks for organically. Ideally, you want this number to be as low as possible. You can access it via Google Search Console. 

Backlink – A backlink is a link which directs people to another website. There are two types of backlinks DoFollow and NoFollow. This is a key ranking factor. 

Banner Ad – A banner ad is a form of advertising where an image will show an ad for a product or brand. Clicking the ad will take the user to the ads landing page. 

Bing – Bing is a search engine owned by Microsoft. Bing competes but is much less popular than Google; however it is often used as a default search engine for some web browsers so is worth running ads/optimising for. 

Black Hat – Often referred to as Black Hat in the digital marketing world. These are often key marketing wins that risk getting you a penalty on your site. 

Blog – A blog is content published on a section of a website or its own website. Blogs are a great place to showcase your knowledge & improve your sites SEO. 

Bot – A Bot is a software application that runs automated tasks, in digital marketing bots can have negative effects of bringing fake traffic and clicking on ads, if this happens you will know via spikes in your Google Analytics. 

Bounce Rate – Bounce rate is the percentage of users that visit a website and leave after only viewing one page. Ideally, you want your bounce rate to be as low as possible; however in some cases this can’t be impacted. 

Canonical – Canonical tags are a way of presenting to search engines that a specific URL represents the master copy of a web page. This helps search engines avoid getting confused by duplicate content on your URLs. 

Contact Form – A contact form is often a form on a website that allows a user to fill out their contact details and send a message to you. These are proven to help with conversions across different industries. 

Content Marketing – Content marketing is a form of marketing which focuses on creating and publishing content. Blogs, videos & PR are all examples of content marketing you can do for your business. 

Conversion Rate – A conversion rate is the percentage of users that complete the desired goal from your website, this varies across different industries. Between 2 or 3% is currently average across e-commerce sites. 

CPA – Referred to as Cost Per Acquisition or Cost Per Action is a metric that shows you how much you are paying per customer action. 

Cookie – A cookie is a small piece of data sent from a website and stored on the user’s browser, this can help with remarketing & things like saved passwords or data.

Crawler – A crawler is an automated script that has predefined actions to read web pages to submit entries for the search engines index, this will help get your website ranking on Google.

Directory – A directory is a list of businesses providing information such as business category, location, contact and website. These are a good simple way to get more backlinks for your website. 


Display Network – Display Network is one of Google’s advertising platforms where advertisers can place display ads.

DNS – DNS stands for Domain Name System, often referred to by web developers. 

DoFollow – DoFollow refers to backlinks that pass link equity on to the website they link too. Important Google ranking factor. 

Duplicate Content – Duplicate content is the term used to describe content that appears on more than one web page. It is important to avoid this if possible. 

E-commerce – E-commerce refers to buying and selling items using the online platform.

Email Automation – An automated email is sent to a user once they perform a certain action. E.G signing up to a newsletter. 

Email List – An email list is a list of emails that allows for widespread distribution of information via email, and can also be referred to as an email customer list. This can be used to create a Facebook remarketing & lookalike audience. 

Email Marketing – Email Marketing is sending a message to a group of people often from an email list. One of the cheapest & effective forms of marketing. 

Featured Snippet – A featured snippet is a summary of the user’s search that displays at the top of the search results, if your site has a featured snippet it is good news as it shows Google puts high trust into your site.

Facebook Advertising – Facebook Advertising is a form of social advertising across the Facebook platform. One of the most popular forms of paid advertising. 

Google – Google is the world’s leading search engine with multiple tools for digital marketers.

Google Chrome – A web browser developed by Google. The most used web browser. It is crucial you test your website in chrome. 

Google Maps – A web mapping service developed by Google, allows your GMB listing to appear in the maps.

Google My Business Allows business owners to create their own business listing on Google, which will appear high in the search engine results for their brand name, services & related search terms.

Google Partner Agency – Google Partners is a marketing program for agencies that manage Google Ad accounts. It is important to use a Google partner when running Google ads. 

Google Reviews – Google Reviews is a review service developed by Google. These appear with your Google My Business listing & it is crucial you have a good review profile. 

Google Search Console – Google Search Console is a free web service by Google, that allows webmasters to check important factors such as what web pages have been indexed. 

Google Tag Manager – Google tag manager is a system created by Google to manage HTML and Javascript tags.

Hashtag – A hashtag #, is a type of tag used on social media; mainly Facebook, Twitter and Instagram. Allowing users to find other posts among the same topic, this is important to gain engagement on your post.

Header code – Most often referred to as HTML Header Code is often the first element on a web page, also called a hero section.

Heatmap – A heatmap is a representation of data in the form of an image of your website which indicates where users visit on the site. Hotjar is brilliant for looking at heatmaps. 

HTML – Hypertext Markup Language is the standard and most common markup language for creating web pages & blog pages.

HTTPS – HyperText Transfer Protocol Secure is the most secure version of HTTP.  It is important your website is secure as this helps with UX & is a Google ranking factor. 

Hyperlink – A hyperlink is a reference to a link that points from one website to another. This is how you get backlinks. 

Impression – An impression is a metric that refers to how many times an advert was viewed by users.

Index – Index or Indexing is the system Google & other search engines used to ensure your webpage shows up for the correct search times after crawling & indexing your site.

Ip Address – A unique set of numbers separated by full stops that identities each device using the internet.

Javascript – Is a computer programming language commonly used to create interactive effects on websites  & webpages. 

Keyword – A keyword is a certain word or phrase that aims to be the desired word a marketer would want their webpage to be found on search engines, a highly important factor of SEO.

Keyword Stuffing – Keyword Stuffing refers to the practice of overcrowding a webpage with a keyword while attempting to manipulate a site’s ranking in the search engine results. This is a blackhat SEO method. 

Knowledge Panel – A knowledge panel appears when users type in a business’s name. This can often be displayed with the GMB listing. 

Landing Page – Is the page a user enters a website on. Either from organic searches or paid ads. 

Lead – A lead is the initial stage of consumer interest or enquiry into a product or service. This can be a contact form or phone call. 

Lookalike Audience – A lookalike audience is an audience type on Facebook ads. It allows you to target an audience that is similar to your customers based off data you currently have. 

Long Tail Keyword – A long tail keyword are generally phrases that are aimed towards customers who are closer to converting. E.G “Buy Red Running Shoes UK” is a long tail version of “Red Running Shoes” 

Map Pack – The map pack is the businesses that appear on the map at the top of a google search results. Important to rank high if you are a local business  

Meta description – A meta description is a snippet used to showcase what your website is about in the search engine results. Important to help CTR. 

NAP – NAP stands for Name,Address, Phone Number and is critical for websites. 

NoFollow – NoFollow is an HTML attribute which enables an outbound link to be ignored by Google, important if you don’t want to pass link equity to the site you are linking to.

Organic – Organic refers to the natural way to drive traffic to a site such as Google search results. 

PPC – Pay Per Click often used to refer to Google Ads. Google’s online advertising platform where advertisers pay only when their advert is clicked.

Penalty – Referring to a Google penalty, this is a punishment against a website which has broken Google’s violations. The website will often be punished with bad search engine rankings, this can be appealed in the Google Search Console.

Quality score – Quality score is Google’s rating of the relevance and quality of the keywords and PPC ads, this can be accessed via your Google Ads manager.

Rankings – In SEO rankings refer to a website’s position in the search engine results, it is important to try and rank at the lowest number possible. Ranking 1st is the main goal of most SEO’s. 

RankBrain – RankBrain is a component of Google’s Hummingbird algorithm. Rankbrain takes into account how users interact with your website. The better they react the better you will rank. 

Reciprocal Link – A reciprocal link is a link between two sites that link back to each other.

Referral – Referral traffic is Google’s method of showing visitors that landed on your site from sources outside of it’s search engine, such as directories.

Remarketing – Also referred to as retargeting is a method of targeting ads to people who have already visited your website or engaged with your content. Facebook is a popular remarketing platform. 

Responsive Web Design – Responsive web design is a method of web design where the web pages automatically resize to fit and look good on all devices, this is crucial for all modern websites & will impact the UX on your site.

ROI – Return on investment is a performance financial metric used to measure profitability of a marketing campaign. This can help you scale & grow your campaigns. 

Schema – A schema markup is website code that allows for structured data to appear in the search engine results. WordPress has a number of Schema plugins to make things easy for you. 

Search Network – Most commonly meaning the Google search network, which is a group of search related websites where you can run ads.

Search Engine – Search engines are places you can enter your search terms, the most popular being Google with others such as Bing & Yahoo also being used.

SEM – Search engine marketing is marketing designed to improve websites positions in the search engine results (SERPS), commonly also referred to as SEO. 

SERP – Search engine results pages are what the search engines display.

Sessions – A session is used in Google analytics as a unit of measurement of a website visitors actions taken within a period of time.

Sitelink – Sitelinks are hyperlinks to web pages that appear under search results. Most commonly used under Google Ads. You can add these in Google Ads Manager. 

Sitemap – A sitemap is a list of all the pages on a web site. It is important you create a Sitemap to help search engines easily crawl your site. 

Slug – The term slug is used to describe the part of the URL which identifies a particular page on a website, important to make your web pages easy to read.

SSL – “Secure Sockets Layer” is the most common security technology used for creating an encrypted link between a web server and a browser, important to keep your users & your site safe online

Title tag – A title tag is an HTML element that specifies the title of a web page. A main ranking factor alongside UI factor as it will be the first thing a user sees in the organic results. 

Tracking Code – Often referred to as UTM codes are used to track a source, medium and campaign name. This allows you to track where the leads & conversions came from. 

Unique Visitors – Unique visitors refers to the number of people who have come to your website at least once. This is useful if you don’t want to report on returning visitors. 

Visitors – Visitors is the number of people who have visited a website or page. Useful metric to see how your SEO is impacting your analytics. 

White Hat – Commonly known as white hat SEO is the use of techniques that follow the guidelines set out by search engines such as Google. This is what you should be aiming for in terms of long term SEO growth. 

Wireframe – A wireframe is a visual guide that represents the framework of a website. These are often used by designers to help show you how a website is going to look. 

XML – XML stands for eXtensible Markup Language. These define a set of rules for encoding documents. 


If there are any key terms that do not feature on this list or you don’t follow understand one of the terms that feature in this free digital marketing glossary. Please email me – and I will happily help. 

If you want help with your digital marketing as you are finding it time consuming, feel free to contact us below and we will happily help. 


Free Digital Marketing Glossary

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