A to Z Glossary of Digital Marketing Terms


Digital marketing is full of technical folks. To develop a sound strategy for your digital market, you need to grasp its jargons. It’s definitely not easy to understand your own marketing strategy if you aren’t familiar with the ever changing trends and terms in your own line of business

 A to Z Digital Glossary


Here is a list of must-have technical terminologies in the digital marketer’s dictionary.




301 redirect –

One of the most effective and search engine friendly way to redirect any page. It passes between 90-99% of link juice to redirected page. It’s not that hard to implement and it will help you to preserve your search engine ranking for that particular page. If you have to change file names or move pages around, it’s the safest option.




A/B testing –

It is also called split testing which is the act of simultaneous experiment between two or more versions of a web page to see which one performs better. Despite the name (A/B testing), the experiment can be conducted with as many pages as desired. Once you have decided what to test (e.g. headline, call to action, photography, adding a video etc.) – you can create new versions (or variants) of your page to enter into the experiment.


Affiliate marketing –

One of the most popular forms of performance based digital marketing where affiliates earn commission for each customer of a business who are brought by the affiliate’s own marketing efforts. To trigger the sale, business houses promote their product through affiliate network.


ALT Text/Tag or Attribute –

A line of text used to describe the content associated with a non-text based file, typically an image. Unlike humans, search engines read only the ALT text of images, not the images themselves. ALT tags contribute to the keyword count on the Web page. So, using relevant images with appropriate ALT tags can increase the overall keyword count on your page.


Alexa Rank –

There are thousands of sites across the web which is assigned a rank on the basis of online traffic. This is called Alexa Rank. The rating is provided by Alexa.com, who bases it on a compilation of the browsing behaviour for people with the Alexa toolbar installed in their browser, combined with search engine ranking and search volume inputs. Enter any domain name into the traffic rankings form and Alexa will spit out the current ranking data for that site. It is also a comparison of all websites rather than just your competitors. It caters to the interests of identifying and analyzing some of the traffic trends.


Anchor Text –

The non-URL text that is displayed in a hyperlink. We all are familiar with the dark blue and underlined portion of a website, right? That’s the anchor text. Anchor text helps search engines understand what the destination page is about; it describes what you will see if you click through. Careful use of anchor text can produce both reader and SEO benefits.


App –

An abbreviation for application. An app is a piece of software. It can run on the Internet, on your computer, or on your phone or other electronic device. The word “app” is nothing but the modern usage of the word ‘program’.




Backlinks –

Links to your page from other sites on the Internet are called backlinks. Search engines use links to indicate general popularity. Search engines take into account where the link is coming from, which page it’s pointing to and what the actual text of the link says. The quantity and sources of backlinks for a web page are among the factors that Google’s PageRank algorithm evaluates in order to estimate how important the page is.


Black Hat –

In SEO, black hat SEO refers aggressive SEO strategies, techniques and tactics like keyword stuffing, invisible text etc. that focuses only on search engine. It is used to increase a site or page’s rank in search engines through means that violate the search engines’ terms of service. Search engines are constantly updating their ranking algorithms to eliminate the effectiveness of black hat practices. Search engines ban sites that use black hat techniques.


Blog –

A part of your website where you should regularly publish content (e.g. commentary on industry/company topics, descriptions of events, photos, videos, etc.). Blogs typically record and categorize all content updates by date/time and topic for easy tracking by readers. Each blog post on your website is a new page that a search engine sees, and therefore a new opportunity to get found online.  Visitors can view regular blog updates by going to the actual site.


Bookmark –

A link to a website saved for later reference in your web browser or computer. This can be done individually on an Internet browser, such as Mozilla Firefox, or through a dedicated social bookmarking site, such as Digg, StumbleUpon, Mixx etc. Social bookmarking allows visitors to easily share groups of bookmarks with each other across computers regardless of browser, as well as comment on and rate the stored content. Having links to your site in social bookmarking sites is a sign to crawlers that your website content is interesting to people.


Branding –

A marketing strategy that involves creating a differentiated name and image often using a logo and tagline in order to establish a good impression in the consumer’s mind and attract and keep customers.  The name, symbol or design identifies and differentiates a product from other products. It is not only about getting your target market to select you over the competition, but it is about getting your prospects to see you as the sole provider of a solution to their problem or need.


Budget –

A budget plans future saving and spending as well as planned income and expenses. It is the estimated projection of costs required to promote a business’ products or services. It’s an invaluable tool to help you prioritize your spending and manage your money in your online business no matter how much or how little you have.




Canonical URL –

The canonical URL is the best address on which a user can find a piece of information. Sometimes you might have a situation where the same page content can be accessed at more than one address. Specifying the canonical URL helps search engines understand which address for a piece of content is the best one.


Campaign –

A campaign is made up of marketing messages with a specific aim. A campaign may aim to raise awareness, raise funds or increase the sales of a product. It includes coordinated series of steps of promoting a product through digital media.


Content marketing –

A technique where businesses create, distribute and share relevant content with their customers in a bid to attract, engage with and retain customers. Content is presented as useful, informative and valuable to the customer with the aim to build trust and the hope that the customer will reward the business with their loyalty.  It is the process of optimizing and marketing content to drive more traffic to a page and increase conversion rates.


Conversion Form –

A form through which you collect information about your site’s visitor. Conversion forms convert traffic into leads. Collecting contact information helps you follow up with these leads. Without having a conversion form it’s going to be really hard to capture high quality leads from your website.


Cookies Tracking –

Specialized versions of cookies that record your entries and report them back to wherever the cookies’ designer wants your data to go. It takes the regular cookie process one step further and sends a log of your online activities, usually tied to your IP address, to remote database for analysis.


Cost-Per-Acquisition (CPA) –

It represents the ratio of the total cost of a pay-per-click (PPC) campaign to the total number of leads or customers, often called “CPA” or “conversion cost.” It is the quintessential metric for determining true return on investment. It doesn’t matter how many clicks or eyeballs a campaign receives, if it’s not generating revenue, it’s not successful.


CSS (Cascading Style Sheets)

It is the part of your code that defines how different elements of your site look (examples: headers, links). CSS adds style to web documents. It manages the design and presentation of web pages.



It is the area of law that deals with the Internet’s relationship to technological and electronic elements, including computers, software, hardware and information systems (IS). It prevents or reduce large scale damage from cybercriminal activities by protecting information access, privacy, communications, intellectual property (IP) and freedom of speech related to the use of the Internet, websites, email, computers, cell phones, software and hardware, such as data storage devices.




Dashboard –

Any area of administrative control for operating applications, especially social media settings, blogging software, and user profiles for websites that offer multiple customization options.


Directory –

Just like directories for people and phone numbers, there are directories for websites. Submitting your site to a directory gives you more than just an inbound link; it helps people find you. Whether general or niche-oriented, the best of these sites are structured, reviewed and regularly updated by humans with transparent editorial guidelines. The most popular web directories are Yahoo! Directory and Dmoz.


Display network –

An advertising platform where text, image or video ads can be targeted to be displayed on variety of new sites or other relevant niche sites across the internet that are related to what you are selling to prospective visitors who are most likely to be interested in your business.


Domain –

The main web address of your site (example: www.yoursite.com). It’s good to renew ownership of your domain for several years. Search engine rankings favour websites with longer registrations because it shows commitment. Domains are formed by the rules and procedures of the DNS.


Domain authority –

The perceived authority of our or another domain based on factors such as pagerank, number of links, relevance of links, social footprint and similar factors. This is a scale from 1-100 that search engines use to determine how authoritative a company’s website is, 1 being the lowest rank and 100 being the highest. The higher your domain authority the more Search Engines trust you.



Stands alternately for “Domain Name Service,” “Domain Name Server,” and “Domain Name System”: the DNS is a name service which allows letters and numbers that constitute domain names to be used to identify computers instead of numerical IP addresses.




E-Commerce –

Any form of business that is done over the Internet. E-Commerce usually involves the process of buying or selling of products/services on the internet, advertising and promoting tangible and intangible products and services online.


Email marketing –

The promotion of products or services via email. A direct marketing technique where a commercial message is sent via email to a group of people in a company’s database of email addresses, usually with the intention for the recipient to purchase something, or to drive traffic to the website.




Favicon –

A small icon that is used by some browsers to identify a bookmarked website. The favicon is displayed next to the website’s name in the favourites list. When a user bookmarks a page the browser will request a favicon.ico file from directory of the web page. If such a file exists, then the web page is using a favicon and will return the file to the browser.



A filter is a program or section of code that is designed to examine each input or output request for certain qualifying criteria and then process or forward it accordingly. It makes your task simple and smoother. That may be in your excel sheet, computer programming or graphic applications etc.


Fold –

The “fold” is the point on your website where the page gets cut off by the bottom of a user’s monitor or browser window. Anything below the fold can be scrolled to, but isn’t seen right away. Search engines place some priority on content above the fold, since it will be seen right away by new visitors. Having too many ads above the fold can be seen as a negative issue, too.



A term commonly used for a person who is self-employed and works as a writer, designer, performer, or the like, selling work or services by the hour, day, job etc., rather than working on a regular salary basis for one employer. Freelance workers are sometimes represented by a company or a temporary agency that resells freelance labor to clients; others work independently or use professional associations or websites to get work.


Funnel –

Set of steps in which people go through before making a purchase of a product or service. It is the visualization of how people go through different stages before making end purchases. Guide web users through a predefined funnel that usually has multiple calls to action.




Geo-Targeting –

It is the method of determining the geolocation of a website visitor by the search engines and delivering different content to a website user based on his or her geographic location such as country, region/state, city etc.


Goals Setup –

Goals setup is great way to track your website objectives in search engines analytics account.  Those objectives may be Leads, signups, Account creations, Ebook downloads etc.


Google AdSense –

Google AdSense is a pay-per-click advertisement application which is available to bloggers and Web publishers as a way to generate revenue from the traffic on their sites. The owner of the site selects which ads they will host, and AdSense pays the owner each time an ad is clicked. With AdSense, you can show relevant and engaging ads to your site visitors and even customize the look and feel of ads to match your website.


Google AdWords

The pay-per-click (PPC) search-engine marketing (SEM) program provided by Google. It is simply a Google advertising platform that may drive the interested people to your website. Adwords allows taking the advantage of search conducted on regular basis.


Guerilla marketing –

The advertising strategy designed for businesses to promote their products or services in an unconventional way intended to get maximum results from minimal resources. This involves going after the conventional goals of profits, sales and growth but doing it unconventional means, such as expanding offerings during gloomy economic days to inspire customers to increase the size of each purchase.




Hashtag –

A symbol (#) placed directly in front of a word or words to tag a post on Twitter, Facebook, Instagram. It is mostly used to describe your post, an event or situation. Hashtag trends allow you to see what is being most talked about. Companies use hashtags to measure success of campaigns.



Text on your website that is placed inside of a heading tag, such as an H1 or H2. These are critical components of search engine marketing, as often times both are graphical, thereby unreadable to search engine spiders. This text is often presented in a larger and stronger font than other text on the page.



Hypertext markup language (HTML) refers to the text-based language which is used to create websites. The code part of your website that search engines read. Keep your HTML as clean as possible so that search engines read your site easily and often. Put as much layout-related code as possible in your CSS instead of your HTML.




Inbound Link –

A link from one site into another. A link from another site will improve your SEO, especially if that site has a high PageRank.


Indexed Pages

The pages of your website that are stored by search engines.


Internal Link –

A link or hyperlink from one page to another on the same website, such as from your homepage to your products page. This helps users find more information, improve site interaction, and enhances your SEO efforts.


IP Address –

Short for “internet protocol address”.  This series of numbers and periods represents the unique numeric address for each Internet user and uniquely identify computers that are part of a network.





A scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it. It can be seamlessly integrated with HTML. Search engines often have difficulty reading content that is inside of Javascript, but they are getting better at it over time. JavaScript is less complex and consequently, less powerful than Java.




Keyword –

The terms that a user enters into a search engine or the chosen words and phrases that describe what your Web page is about.  Each web page should be optimized with the goal of drawing in visitors who have searched specific keywords. They also signify the terms a website is targeting to rank highly as a part of an SEO marketing campaign.


Keyword Density –

The proportion of keywords to the total number of words in the face copy of a website or keywords as a percentage of indexable text words.


Keyword Proximity

The relative placement of keywords in prominent areas of a Web page, including the distance between keywords in the visible text.




Landing Page –

A stand-alone Web page that a user “lands” on or a specific page where traffic is directed to commonly after visiting a paid search-engine listing or following a link in an email newsletter. This kind of page often is designed with a very specific purpose (i.e. conversion goals) for visitors.


Lead Generation –

The activity of finding new prospective customers by attracting and acquiring individuals as leads through marketing programs. Typically focused on the beginning of the funnel; one facet of demand generation.


Link Building –

The activity and process of getting more inbound links to your website for improved search engine rankings. Link building strategies must include content creation and building relationships with influencers who can share your content and naturally link to your site.


Listings –

A listing is a website’s presence in a search engine or directory, and is not necessarily indicative of its search-engine positioning.


Long Tail Keyword –

An uncommon or infrequently searched keyword, typically with two or more words in the phrase. Rather than targeting the most common keywords in your industry, you can focus on more niche terms that are usually longer phrases but are also easier and quicker to rank for in the search engines.




Media Buying –

The process of buying media real estate (e.g. advertisement space) for advertising purposes.


Meta Data –

Data that tells search engines what your website is about. It can be a number of pieces of information (or data) including the size of the image, when the image was created, descriptions and keywords to help describe the content of a webpage with the aim of assisting in the categorisation and indexing of the information.


Meta Keywords –

On the web, a keyword is a reference to the content and/or the type of meta element included in a given web page’s HTML code to aid in the page’s indexing. A keyword meta element may include several comma-separated keywords (or keyword phrases, each of which may contain several individual words). Previously used by search engines in the 90s to help determine what a web page was about, the meta keywords tag is no longer used by any major search engines.


Microblog –

A microblog is a social media platform where users can share short status updates and information in snippets of 140 characters at a time via phone or web. The most famous example is Twitter, which combines aspects of blogs (personalized Web posting) with aspects of social networking sites (making and tracking connections, or “friends”).


Mobile Marketing –

Mobile marketing is the fastest growing digital marketing channel, and will capture around 10 – 20% of the total digital marketing budget. This equates to about 3 – 5% of the overall marketing budget. It is very effective for gaining the attention of consumers, as their mobile devices are with them always.


MozRank –

A logarithmic ranking provided by SEOmoz from 0-10.0 of the number and quality of inbound links pointing to a certain website or page on that website. A 10.0 is the best linked-to page on the internet, and a 0 has no recognized inbound links.




Navigation –

That which facilitates movement from one Web page to another Web page.


Nofollow –

When a link from one site does not pass SEO credit to another. Do not use nofollow when linking to internal pages in your website. Use it when linking to external pages that you don’t want to endorse. Some strategic uses of external “nofollow” are associated with link popularity management, e.g., for site owners that do not want to give full “follow” credit to links posted by users in their forums or blog comments.




Online reputation management –

Abbreviated as ORM, is primarily concerned with managing the results on websites that evaluate products and services and make recommendations and referrals. Online Reputation Management is the process of controlling what shows up when someone Googles your name .It is about improving or restoring your name or your blog’s good standing. This is done by countering and eliminating the negative material found in the internet and defeating it with more positive material to improve your credibility.


Outbound Links

Links on any web page, whether they are within the same site or another site.




PageRank –

A number from 0-10, assigned by Google, indicating how good your overall SEO is. It is technically known as ‘Toolbar PageRank.’ This is a proprietary measure used by Google to indicate how much authority a page has, based on incoming links (backlinks) from other sites on the Internet.



Penguin is the latest version of its PageRank WebCrawler which improves its spam detection. It is better at detecting cloaking, keyword stuffing and duplicate pages. Released in 2012, which addressed a number of spam factors, most importantly sites that were over optimised with obvious keyword stuffing along with sites that included a number of bad, spammy links.


Plug-in –

It is a file or software that provides new features and functionality to a website when installed and enabled. A plug-in is a computer program that interacts with a host application (a web browser or an email client, for example) to provide a certain, usually very specific, function “on demand”. Applications support plug-ins for many reasons. Some of the main reasons include: enabling third-party developers to create capabilities to extend an application, to support features yet unforeseen, reducing the size of an application, and separating source code from an application because of incompatible software licenses.


PPC (Pay-Per-Click) –

Advertising method in which an advertiser puts an ad in an online advertising venue and pays that venue each time a visitor clicks on his/her ad. Running some PPC ads can be a good supplement to an SEO campaign. Google AdWords is the classic example of this.





Query is another term for “keyword” or “search term.” Within Google AdWords, search query reports show the actual terms that searchers use to click on your ads, as opposed to the advertised keyword that is in your account. These two sets of words may or may not be the same.




Ranking(s) –

The position of a website’s listing(s) in search-engine results pages. The higher a rank for a specific keyword, the more generally visible a page is to search-engine users. Search engine optimization techniques are used to increase a page’s ranking.


Ranking Factor –

One element of how a search engine determines where to rank a certain page, such as the number of inbound links to a page or the contents of the title tag on that page.



An acronym for “Return-On-Investment.”  ROI is the percentage of profit from a given digital marketing activity. For example, if you pay $50 a month for CPC advertising, and it leads to $500 in profit, your ROI would be 1000%.


Robots or Crawler –

Also known as Internet bots or web crawlers which browse through the internet and across the World Wide Web to index and categorise. It is an automatic function of some search engines that index a page, and then visit subsequent pages that the initial page links to. As the cycle continues over time, search engine crawlers or “bots”/“spiders” can index a massive number of pages very quickly.



“Really simple syndication” is the process by which content such as blog posts or podcasts can be updated regularly and syndicated to subscribers in feeds. RSS feeds enable users to access content updates from various outlets—e.g. their favourite blogs, news sites, and digital audio/video providers—all in one central location. Set up an RSS feed for your website or blog to help your followers stay updated when you release new content.




Search Engine Optimization (SEO)

This refers to the process of making your web site more accessible to search engines. This can include optimizing the text content of your site to include proper keywords, optimizing the code structure of your site itself, and finding ways to attract incoming links to your page.


SERP (Search Engine Ranking Page) –

The page on which the search engine displays the results of a visitor’s search or the page that you are sent to after you run a query in a search engine. It typically has 10 results on it, but this may vary depending on the query and search engine in question.


Sitemap –

A special document created by a webmaster or a piece of software that provides a map of all the pages on a website along with each page’s relative importance. This can help search engines find all of your site’s pages. You would use this during search engine submission.



This is the process of organizing topics within a website in a general to specific method to show users and search engines the relevance of each category and page. An example: Assume your website covers all the different kinds of travel destinations. You can separate them by country -> City -> Town.


Social Media –

Refers to all online tools and places that are available for users to generate content and communicate through the Internet. Facebook, YouTube, LinkedIn, Google+, and Twitter are popular social media websites. Links from many social media sites now appear in searches. It’s important to have links to your site spread throughout social media.

Spam –

In email marketing, this refers to any message that is deemed by users or email providers to be an unsolicited commercial offer. Also called “junk mail.” It also includes links or comments that are left on blogs, forums and message boards designed exclusively to steer users to a site for commercial gain. This kind of spam, generated by random visitors, is called “link spam” or “comment spam” or any Web page that a search engine views as harming the credibility of its results.


Spider –

A computer program that browses the internet and collects information about websites. It is a virtual browser program search engines run to crawl through the links on the Internet and compile information about the pages they find to index and rank the content.




Tags –

A keyword (often in a string) which is attached to a blog post, tweet , social bookmark or media file. It describes and categorizes individual blog posts, videos, and pictures. Correctly using tags organizes content for users and can help with visibility through SEO and social media optimization.



The visitors to your site or the number of visits a website has in any given period.

Tweet –

A “tweet” is the special name for an entry made on the microblogging site, Twitter. Up to 140 characters long, tweets can consist of random status updates, news, commentary, or anything an individual wants to communicate to followers at that moment, including personal messages to other users or groups and links to external content (articles, photos, videos).



Unique Visitor – Also known as “absolute unique visitor,” this statistic represents visitors to a website that are counted once in a given time period despite the possibility of having made multiple visits. Determined by cookies, unique visitors are distinguished from regular visitor counts which would classify two or more visits from the same user as multiple visitors. Visit to a website which is only counted once in a given period, regardless of the number of pages or returns they make to the site.


URL – “Universal” or “uniform resource locator,” this string of letters and numbers separated by periods and slashes is unique for every Internet page or simply the web address of a page on your site. A page’s address must be written in this form in order to be found on the World Wide Web.


UTM – Urchin Tracking Module or UTM parameters are simply tags you add to a URL — when your link is clicked, the tags are sent back to Google Analytics and tracked. With UTM parameters, you can tag your links to gauge the effectiveness of your campaigns and identify the best ways to drive more visitors to your website.



Visitor- A visitor is someone who visits your website.  That visitor is tracked by the cookie placed in their browser by web analytics software.


VOIP – An acronym for “Voice over Internet Protocol” This technology allows a user to make phone calls (with potential video) via a computer with an Internet connection or a wireless-enabled mobile device. The most famous example of a VOIP provider is Skype.




Web hosting– The business of providing the storage, connectivity, and services necessary to serve files for a website. A web hosting service is a type of Internet hosting service that allows individuals and organizations to make their own website accessible via the World Wide Web.


Webinar – A web-based seminar containing audio and video, often in the form of a slide deck. These virtual seminars allow people from anywhere in the world to attend via an internet connection. They offer tremendous opportunities for businesses to reach out to people over large geographic areas at low costs.


World Wide Web– Commonly abbreviated as “the Web” is a very large set of interlinked hypertext documents accessed via the Internet.



 XML Sitemap– An XML file for search engines containing a list of URLs on a particular domain. This file can be used to supplement regular indexing, where a bot/crawler goes out and visits each page of a site by itself.




 Yahoo! Answers– An online question-and-answer community where anyone can ask a question on any topic and get immediate answers from real people, which are in turn rated or voted on. These types of communities are popular, and multiple websites follow a similar model of using the “wisdom of crowds” for answers.


YouTube– The most popular video-hosting and video-sharing site, it is also currently the largest search engine after Google (incidentally, also owned by Google). It provides a valuable place for companies and individuals to develop a hub of valuable and useful content help build their profile and direct traffic back to their website. Users can view, upload and comment on video content for no charge, though companies can pay for sponsored promotion of videos or to have enhanced branding and design capabilities on their profile pages, known as “channels.”


Zero Budget Marketing- Method of budgeting in which all expenses must be justified for each new period. It starts from a “zero base” and every function within an organization is analyzed for its needs and costs. It allows top-level strategic goals to be implemented into the budgeting process by tying them to specific functional areas of the organization, where costs can be first grouped, then measured against previous results and current expectations.