This digital marketing glossary is the most extensive list of digital marketing terms, lingo, acronyms, and buzzwords available on the web. To help educate the masses on all things Digital, Temok have compiled a glossary of the most important digital marketing terms out there so that you can refer back and get the help you need at any time.

1. Digital Marketing Glossary
THE ULTIMATE LIST OF DIGITAL
MARKETING TERMS

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THE ULTIMATELIST OF DIGITAL
MARKETINGTERMS
Glossary
• This digital marketing glossary is the most extensive
list of digital marketing terms, lingo, acronyms, and
buzzwords available on the web.
• To help educate the masses on all things
Digital, Temok have compiled a glossary of the most
important digital marketing terms out there so that
you can refer back and get the help you need at any
time.

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A.I (Artificial Intelligence)
• A.I uses machine learning to imitate human response,
performance and intelligence.
Algorithms
• The mathematical formula behind systems and
programmes. Frequently used in relation to Google’s
workings.
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Anchor text Ad server
• The clickable text displayed in a hyperlink that’s
usually blue and underlined. The anchor text should
give a clear indication of the page or file it’s linking to.
• An ad server is used to store, manage and display ads
to users on a website.

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AffiliateMarketing
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Refers to the process of earning commission
by promoting someone else’s products or
services.

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API(Application
ProgrammingInterface)
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A set of tools and protocols used for building,
developing and interlinking software and
programmes.

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A/B testing:
• The process of testing 2 variants (A and B) to see
which delivers better results.
Abandonment rate
• An analytics feature that lets you see the percentage
of people who began a defined conversion process
but did not complete it.
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Ad Manager Account Ad Network
• An advertising account on Facebook that allows you
to run ads on the Facebook Ad Network.
• A grouping of websites or digital properties (like
apps) where ads can appear.

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B2B (Business-to-Business)
• B2B refers to communication or transactions from
one business to another.
Backlinks
• This is when other websites link back to your website.
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B2C (Business-to-Consumer) Bounce rate
• B2C refers to communication or transactions between
a business and consumers.
• The percentage of visitors who land on a website but
then leave without looking at other pages.

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BlackhatSEO
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SEO strategies consisting of unethical and
unprofessional techniques such as keyword
stuffing.

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Blog
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A blog is a web page or a website that is
regularly updated with new written content.
Blogs are an important section of a website in
digital marketing, as they offer fresh new
content on a regular basis which can help
attract new visitors, engage existing visitors,
and give authority signals to Google.

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CPC (Cost Per Click)
• How much you have to pay for every click on your
advert or link.
CRM (Customer Relationship Management)
• CRM focuses on managing positive interaction and
communication with clients in order to achieve
optimal client satisfaction and retention.
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CPM (Cost Per Mille) CRO (Conversion Rate Optimization)
• Also called Cost Per Thousand, this is the price that
advertisers pay for a thousand impressions or views
of an ad.
• The systematic process of using test and learn
techniques to identify which aspects help to improve
website performance by encouraging more users to
take a specific, desired action.

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CMS(Content
ManagementSystem)
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A content management system (CMS) allows
web editors to manage content displayed on
a site. WordPress is an example of a content
management system.

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ContentMarketing
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Content marketing is an ongoing activity,
using created content to engage customers.
The content is usually valuable and made with
the intention of influencing peoples
behaviors.

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CTR (Click Through Rate)
• Click through rate measures the success of an ad or
email in terms of user interest.
Cookies
• A file used by websites that stores data on a user’s
computer based on their activity on the site.
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CTA (Call To Action) Conversion rate:
• Content that encourages a user to take a specific
action – e.g. “Buy Now” or “Download Free Trial”.
• The ratio of users who complete a specific action
(such as filling out a form) compared to the total
number of users. Conversion rate is calculated as a
percentage.

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DCO (Dynamic Creative Optimism)
• A display ad technology that creates personalized ads
based on data about the viewer at the moment of ad
serving.
DSP (Demand-Side Platform)
• A system that allows buyers of digital advertising
inventory to manage multiple ad exchanges and data
exchange accounts through one interface.
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DMP (Data Management Platform) Duplicate content
• A unified technology platform used for collecting,
organizing and activating large sets of data from
different sources.
• A substantial amount of identical content that
features on more than one website or multiple places
on the same website.

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DomainName
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The part of a network address that identifies
it as belonging to a particular company or
organization. No two websites can have the
same domain name.
For example, in the web address
https://www.Temok.com/domainname, the
domain name is ‘temok.com’.

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DeepWeb
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In contrast to the Surface Web (indexed
sites), this part of the internet that is not
indexed by search engines, but does not deal
in illegal activities, like the Dark Web.
This consists of a variety of databases,
documents, reports and other information
that is not available to the public. It can also
include things like web mail, online banking
or subscription based content like videos,
magazines, newspapers or other
publications.

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Dashboard
• A web page that contains and displays aggregate
data about the performance of a website or digital
marketing campaign.
Directory
• A website that categorically lists websites with similar
themes.
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Display Ads Digital Assistant
• Ads on a display network which include many
different formats such as: images, flash, video, and
audio. Also commonly known as banner ads, these
are the advertisements that are seen around the web
on news sites, blogs, and social media.
• Sometimes known as a virtual assistant or intelligent
personal assistant, this software or application can
perform tasks or services via verbal commands from a
user.

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ESP (Email Service Provider)
• A company that provides an email platform or tool to
help you send marketing messages via email.
Email lists
• An email list is a collection of emails received through
websites, blogs or other medium. These are usually
used to send marketing emails and offers.
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Exact match Email address
• Refers to a keyword match type for PPC advertising
that offers the most specific and precise control over
ad targeting.
• Similar to a physical address, and email address is
what allows people to send emails to you, and for you
to receive them.

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E-Commerce
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Buying and/or selling products or services on
the Internet.

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EmailMarketing
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A type of direct marketing that targets
customers or prospects via emails sent
straight to their inbox.

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Featured snippet
• Also known as ‘position zero’, the featured snippet is
an answer box that sits at the top of
Google’s SERPs that aims to answer a user’s query by
using featured copy from a relevant site.
Funnels
• A marketing strategy based on ‘funnelling’ prospects
through multiple stages of a customer journey in
order to reach the end goal of a specified conversion.
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Facebook Advertising Digital Assistant
• Facebook allows advertisers to reach its users
through their ad network. A range of ad types can be
created to reach various goals set by companies.
• Sometimes known as a virtual assistant or intelligent
personal assistant, this software or application can
perform tasks or services via verbal commands from a
user.

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FacebookProfile
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A personal Facebook account. Profiles are
automatically created when a user signs up.

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FacebookBusinessPage
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A public webpage on Facebook created to
represent a company. Using a business page
gives users access to Facebook Ads
Manager.

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GSR (Galvanic Skin Response)
• GSR is biometric technology that measures the levels
of sweat on someone’s skin to reflect their emotional
response to stimuli.
Google Search Console
• A free web service that allows webmasters to
monitor website performance and visibility.
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Google Tag Manager Geo-targeting
• A free tool that allows you to host a variety of
tracking codes, pixels, and tags – thus removing the
need to rely on developers and hard coding of each
tag.
• A targeting method that serves content to site
visitors based on their location.

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GoogleAds
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Google’s self-serving advertising platform
that lets marketers serve ads across Google
and partner networks.

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GoogleAnalytics
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A free Google tool that measures and reports
on website traffic.

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Hashtag
• Used on social media platforms as an identification of
a certain theme or topic whereby the subject matter
is preceded by the hash symbol.
Hostname
• A label attached to a host on the Internet, allowing an
individual server to be identified.
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Heatmap Hyperlink
• A visual summary of how users interact with a specific
webpage. Heatmaps identify ‘hot spots’ where page
aspects have high interactivity levels. This tool is
widely used for conversion rate optimization.
• A hyperlink is an HTML code that creates a link from
one webpage to another web page, characterized
often by a highlighted word or image that takes you
to the destined location when you click on that
highlighted item.

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Index
• Google’s list of websites. If a site has been ‘indexed’,
it is included in Google’s list of the web.
Impression
• When an ad is displayed to a user, this is called an
impression – as the ad has been seen. Whether or not
the ad is clicked isn’t taken into account.
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Impression share Interactive Content
• The actual number of impressions your ads receive vs
the number of impressions they could have
potentially received. Impression share is influenced by
many factors such as budget and keyword bids.
• Interactive content is the type of online content that
engages audiences in a certain activity. In return,
participants get real-type and relevant results.

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InboundMarketing
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Inbound marketing refers to the activities and
strategies used for attracting potential users
or customers to a website.

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Java
• Java is a programming language that is used to create
applications that can run on a digital device. Java can
be used on it’s own, while Javascript can only be used
in web browsers.
Javascript
• Javascript is a scripting language. Javascript is used
on web browsers to provide interactive elements to
web pages that are difficult or impossible to achieve
with just HTML or CSS.
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Keyword
• Popular words, terms or phrases that help to optimise
a site’s ranking position. Keywords also allow paid
search advertisers to bid for ad placements as
sponsored links on SERPs.
Keyword Stuffing
• An unethical, black hat SEO technique that refers to
the over-optimisation of a webpage through
excessive keyword density.
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Keyword Research KPIs (Key Performance Indicators)
• The process of researching words, terms or phrases
around a certain subject to determine their
popularity.
• Used to reflect the performance and success of an
activity in relation to the goals originally outlined.

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Lead
• A lead is someone who has shown or may show
interest in your service or product offering.
Long-tail Keyword
• A keyword phrase that contains three or more words.
Long-tail keywords are used to target more specific,
niche demographics.
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Local Search Lookalike Audience
• The process of utilizing a search engine’s database of
local business listings in order to target audiences
based on their specific geographic locations.
• Used for Facebook advertising, a lookalike audience is
a pool of prospects who closely resemble an existing
audience.

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LandingPage
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A page on a website that serves as a
destination page for users who have clicked
through from an advert or link elsewhere on
the web.

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LinkBuilding
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The process of getting other websites to link
to yours. The higher the authority of the
other site, the more valuable the link.

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Machine Learning
• A subset of A.I that refers to an algorithm’s ability to
learn from pattern recognition and inference in order
to improve functionality.
Meta Description
• The copy displayed underneath the website page link
on SERPs.
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Market Research Meta Titles
• A planned effort to gather information about target
customer groups (or markets) preferences.
• A meta title is the name of a web page. The meta title
helps both search engines and users to understand
what type of page it is.

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Native Advertising
• Online ads that blend in with the platform on which
they appear in terms of their look and feel.
No Index
• An identifier tag that tells search engines not
to index a specific page.
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No Follow NPS (Net Promoter Score)
• An identifier tag that tells search engines not to
follow that page or give it any weight in search
rankings.
• If you’re conducting customer surveys and you’re
interested in customer satisfaction, NPS is a handy
metric. It helps you find out how likely a customer
would be to recommend, on a scale of 0-10.

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Organic Listing
• Also known as ‘natural’ search results, organic listings
are SERP results that are not paid for. Optimizing
organic listings is the whole point of SEO.
Omnichannel Marketing
• Omnichannel Marketing is a cross-channel marketing
strategy that focuses on delivering unified
experiences - regardless of the touchpoints or devices
your customers are using.
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Organic Search Open Rate
• When Google (or another search engine) is used to
display results for a search term. Any non paid results
in the SERPs will be organic results.
• Open rate is used in relation to email marketing.
Simply put, it’s the value that shows you many
recipients have opened your email.

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Page Views
• Page Views represent all the visitors of your website.
Each reload of the webpage by the same visitor
counts as a new page view.
Platform
• A digital interface where marketers can share their
content and messages to a chosen audience.
Facebook, MailChimp, and Sizmek are all examples of
digital platforms.
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Personas Programmatic Advertising
• A quick portrait of user types used to briefly describe
goals and behavior used in UX design and marketing
campaigns.
• Real-time automated buying of advertising through a
technology platform.

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PPC(PayPerClick)
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An advertising model where advertisers pay a
certain amount whenever a user clicks on
their ad.

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Quality Score
• A metric used by Google to determine the quality and
relevancy of a site based on its ads, keywords and
landing pages.
QR Code
• A QR Code or Quick Response Code is a scannable
barcode used to encode data such as text or an URL.
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Query Qualified Lead
• The term given for what a user types and searches
using search engines like Google, Bing, and Yahoo.
• In digital marketing, a Qualified Lead is a term used to
describe a lead that has shown interest in your brand
and is likely to become a new customer based on a
specific set of qualification criteria.

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RTB (Real-Time Bidding)
• Allows advertisers to bid for the ability to serve ads
on a webpage that’s being opened at any given time
by any given person.
Rich Snippet
• Refers to structured data markup that can be added
into existing HTML to allow search engines and users
to better understand the information a page contains.
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ROI (Return On Investment) Robots.txt
• A measurement of a business’ or campaign’s
profitability. ROI is calculated by dividing the net
profit by the cost of investment.
• A file created by webmasters that tells search engine
bots not to visit certain pages of a site.

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Remarketing
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The method of keeping your offering in front
of people who have shown previous interest.
Also known as retargeting

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Ranking(s)
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Refers to the hierarchy of websites on any
given SERP. SEO is the practice of optimizing
websites to improve their rankings and help
them reach the top positions.

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RPC (Revenue Per Click)
• You can calculate your RPC like this: Goal Value x
Conversion Rate. Voilà, now you know whether your
ad (or keyword) is profitable or not!
Referral Marketing
• Referral marketing is the process of promoting
products or services to new customers through
referrals or recommendations. Compared to
traditional online advertising, it’s usually done
through word of mouth.
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Spider/Crawler/Bot
• An automated programme that visits or “crawls” web
sites to collect information about them in order to
understand their function and relevance.
Subdomain
• A subdomain is a domain that is part of a larger
domain.
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Structured Data Markup Sessions
• HTML code that generates rich snippets. • A group of user interactions performed on a site that
take place within a given timeframe.

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SEO(SearchEngine
Optimisation)
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The process of optimizing websites to
increase their ranking and visibility in
the SERPs. SEO incorporates many different
factors.

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Sitemap
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A comprehensive list of all the pages that
exist on a website.

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Search Engine Rankings
• Your search engine ranking indicates what position
your website appears for specific keywords in the
SERPs.
SEM (Search Engine Marketing)
• Search Engine Marketing is an umbrella term for
digital marketing practices that aim to increase a
website’s visibility in SERPs.
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Semantic Search Segmentation
• Information in a search engine’s algorithm that
identifies the contextual relevance and user intent
behind any given search query.
• The process of dividing an audience of potential
customers into groups based on different
characteristics or criteria.

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Shoppable Posts
• If you’re an Ecommerce business and using
Instagram, you’ll love Shoppable Posts. They enable
you to turn your account into visual stores with the
help of product tags.
•
Soft Bounce
• A Soft Bounce is a term used in email marketing to
notify a sender that their email was delivered to the
recipient(s), but ‘soft bounced’ back. Common
reasons are a full inbox, a heavy email.
•
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Site Catalyst SSL Certificate
• Formerly known as Omniture, Site Catalyst is an
analytical tool that has been part of the Adobe
platform since 2009. It allows marketers to measure
and analyze data from multiple marketing channels.
• These were used to secure logins, data transfers and
credit card transactions, but have recently become
the go-to system for websites.

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The Fold
• The portion of a website that is visible and on display
when the page loads.
Tracking Pixel
• A snippet of HTML code on a website that is used to
track data such as user behavior and conversions.
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Traffic Trading Desk
• The amount of visits a website gets is referred to as
traffic.
• Where online media buying occurs as a managed
service.

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UI design
• UI – or User Interface – design refers to designing
software for electronic devices based on optimal
usability and user experience.
Usability Testing
• The process of evaluating the functionality of a
product or service by getting people to test it
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URL (Uniform Resource Locator) USP (Unique Selling Point)
• A URL is the address of a webpage or resource on the
Internet.
• USPs are what make your company/products/services
unique. Unique selling points help you stand out
against your competitors.

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Unique Visitors
• A metric used in web analytics to show how many
different, unique people view a website over a period
of time. Unique visitors are tracked by their IP
addresses. If a visitor visits the same website multiple
times, they will only be counted once in the unique
visitors metric.
UX (User Experience)
• UX is the consideration of user needs. User
experience is the core of a successful campaign
because it deals with appealing to the people who will
actually visit your site.
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Vlog
• A video blog
Visitors
• A metric in Google Analytics that quantifies a user of a
website over a particular period of time
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Visits Viral Content
• An old term in Google Analytics which was recently
changes to “sessions”.
• Viral content is content that gets really popular really
fast - usually by having viewers/ visitors sharing it to
others soon after publishing.

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Webinar
• A seminar that takes place on the Internet.
Wireframe
• A wireframe is effectively a blueprint of a website.
Wireframes are a visual representation of where
content elements will sit on specific page of a
website.
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White Hat SEO Webmaster
• Ethical and professional SEO techniques that reflect
‘best practice’ marketing efforts.
• The person responsible for a website’s organization
and maintenance. The webmaster is often the owner
of the website.

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