Online Marketing Glossary
Stay up-to-date with these A-Z digital marketing glossary used by digital marketers and businesses.
- Above the FoldIn web design, the term “above the fold” refers to the section of a webpage that is immediately visible to visitors without any scrolling. This is the prime real estate of a site because it’s the first thing a user sees upon landing on a page. From a marketing perspective, strategically(...) Read More
- Ad ExtensionsAd extensions are additional features that enhance search engine advertisements by providing extra information beyond the standard ad text. These extensions give users more context about your business, helping them make informed decisions before clicking. Common examples include phone numbers(...) Read More
- Ad ManagerAd Manager is Facebook’s comprehensive tool for creating, managing, and analyzing advertisements on the platform. It allows businesses to design and publish ads tailored to specific marketing objectives while reaching highly targeted audiences based on demographics, interests, and behaviors.(...) Read More
- Ad RelevanceAd relevance is a critical metric in paid search advertising that measures how closely your keywords align with the content of your ads. Essentially, it evaluates whether the ads being displayed are highly pertinent to the user’s search queries. When ads are closely matched to the keywords a(...) Read More
- Affiliate MarketingAffiliate marketing is the process of earning money (commissions) every time you promote a company’s products or services and drive a sale. The sales are tracked via affiliate links from one website to another. Affiliate marketing is a best practice that is similar to general content(...) Read More
- Alt TextAlternative text (Alt text) is an HTML attribute used to provide descriptive information about online elements, primarily for search engines and screen readers. It serves as a textual representation of web content, such as images, videos, or form fields, helping users and search engines(...) Read More
- Anchor TextAnchor text refers to the clickable words or phrases on a webpage that contain hyperlinks, directing users to other pages or websites. These links are typically embedded within the most relevant and descriptive phrases on a page, providing context about the destination content. Proper use of(...) Read More
- AttributionIn online marketing, attribution refers to the process of identifying and assigning credit to various marketing touchpoints that contribute to a conversion or sale. It helps marketers understand the effectiveness of different channels, campaigns, and strategies in the customer journey, from(...) Read More
- AuthorshipAuthorship is a component of Google search and content publication. Authorship, which is rumored to be a key component of a future search algorithm, attributes. According to studies, individuals are drawn to photographs on the internet, and they are more inclined to click on results with(...) Read More
- Backlink ProfileThe Penguin algorithm of Google assesses, grades, rewards, and penalizes websites based on their backlink profiles. Many business owners and marketers, on the other hand, may be unaware of what makes up their profiles and how to clean them up. Link building is an SEO ranking element. When(...) Read More
- Banner AdsA banner ad is a rectangular internet display advertising format that drives visitors to a post-click landing page when clicked. Common web banners and sizes are: Full banner: 468×60 Half banner: 234×60 Vertical banner: 120×240 Leaderboard: 728×90 A banner ad occupies(...) Read More
- BidIn digital marketing, a bid represents the highest amount an advertiser is prepared to pay for a specific outcome in an online advertising auction. These outcomes can include actions such as clicks on an ad, impressions viewed by users, or completed conversions. Bidding is a fundamental part(...) Read More
- Bid StrategyA bid strategy is the approach or method an advertiser uses to determine how much to bid on ad placements to achieve specific campaign goals. Examples of bid strategies include: Manual Bidding: Advertisers set their bid amounts for keywords or ad placements. Automated Bidding: The(...) Read More
- Bing SEOBing SEO refers to the strategies, techniques, and best practices that businesses use to improve their visibility on Microsoft’s Bing search engine. Similar to SEO for other search engines, Bing SEO focuses on optimizing website content, structure, and technical elements so that search engines(...) Read More
- BlackhatIn digital marketing and SEO, blackhat refers to unethical or manipulative techniques used to boost a website’s search engine rankings quickly, often in direct violation of search engine guidelines. These practices are designed to exploit loopholes in ranking algorithms rather than focusing on(...) Read More
- Bounce RateThe bounce rate is the percentage of site visits where visitors arrive on a page and immediately leave. Any online visit that results in a single page view is referred to as a "bounce." In other words, a bounced visitor arrives on a content page and leaves without clicking on other pages on(...) Read More
- Brand JournalismBrand journalism is a type of unique content creation that may be used to boost news content marketing, with an emphasis on industry trends and developments rather than just promotional copy. Instead of promoting specific products or services, it tries to engage a brand in a dialogue about(...) Read More
- BreadcrumbsBreadcrumbs refer to a navigational aid on a website that helps users understand their location within the site's hierarchy. They are usually displayed as a series of clickable links separated by symbols like or /. Purpose: To improve user experience (UX) by enabling visitors to retrace(...) Read More
- Broken LinksBroken links, also known as dead links, are hyperlinks that no longer work because the target page is missing, deleted, or moved. Common Causes: The destination URL has changed (404 Error). The linked page no longer exists. Incorrect or outdated URL entry. Impact: (...) Read More
- Business-to-Business (B2B) MarketingTo fully appreciate how each item supports your marketing and company goals, you should be familiar with a long list of vocabulary used in business-to-business marketing. What is B2B marketing? The tactics and best practices employed by organizations that sell directly to other businesses(...) Read More
- Business-to-Consumer (B2C) MarketingB2C marketing comprises different strategies that work on various techniques and tools to sell products and services directly to customers. It is also somehow a way to increase profit and business too. B2C marketing targets several buying personas at the same time and creates messages(...) Read More
- Call to ActionA call to action is a part of a marketing campaign that entices, persuades, or otherwise indicates a site visitor to do something. Making a purchase, asking for more information, subscribing to newsletters, and a variety of other business goals can all be considered actions. Calls to action(...) Read More
- CampaignA campaign refers to a coordinated set of actions or strategies designed to achieve specific marketing, business, or communication goals over a defined period. Types of Campaigns: Marketing Campaign: Promoting a product or service through online or offline channels. Email(...) Read More
- Canonical Tag / Rel=CanonicalCanonical Tag (also referred to as Rel=Canonical) is an important HTML element used in search engine optimization (SEO) to guide search engines when multiple versions of the same or similar content exist across different URLs. In many cases, a single piece of content may be accessible through(...) Read More
- Clickthrough RateMany businesses often face challenges when it comes to accurately measuring the true value of their digital marketing efforts. With numerous campaigns, channels, and strategies in play, it can be difficult to determine which activities are genuinely driving meaningful engagement and(...) Read More
- CMS (Content Management System) A Content Management System (CMS) is a software platform designed to simplify the process of creating, organizing, and updating digital content on a website. One of its biggest advantages is that it enables individuals and businesses to manage websites without needing advanced(...) Read More
- Contextual AdvertisingContextual advertising is a form of targeted digital advertising that delivers ads based on the actual content of a web page, rather than tracking users’ browsing history. This approach ensures that ads are contextually aligned with the page’s topic, offering higher relevance and(...) Read More
- Conversion FunnelA conversion funnel is a visual model that represents the stages a customer goes through before completing a desired action, such as making a purchase or filling out a form. The most common framework is the AIDA model—Awareness, Interest, Desire, Action—showing how prospects move from initial(...) Read More
- Conversion OptimizationConversion rate optimization (CRO) is the process of enabling people to take action when they visit a website. By designing and modifying certain elements of a webpage, a business can increase the chances that site visitors will “convert” into a lead or customer before they(...) Read More
- Corporate BloggingCorporate blogging goes beyond company news—it builds authority, drives traffic, and nurtures customer relationships. As a content marketing tool, it is employed by companies of all sizes. The blog could be created by company executives or by experienced SEO and content writers with industry(...) Read More
- CrowdsourcingCrowdsourcing taps into a large group’s knowledge, creativity, or skills to complete tasks, solve problems, or generate ideas. Types of Crowdsourcing Idea Generation – Ask your audience for product suggestions. Microtasks – Break large jobs into smaller tasks distributed to many(...) Read More
- Deep LinkingDeep linking directs users to a specific page within a website or app instead of a generic homepage. Why It Matters Better UX – Reduces clicks needed to find relevant info. Higher Conversions – Sends users straight to product or offer pages. Improved SEO – Spreads link equity to(...) Read More
- Disavow toolDisavow Tool is a feature provided by Google within Google Search Console that allows website owners to tell Google which inbound links they do not want to be considered when assessing their site’s backlink profile. It's typically used when a site has spammy, manipulative, or low-quality(...) Read More
- Dwell TimeThe amount of time spent from a user click on a search result to the moment they return to the search engine results pages (SERPs) is called dwell time. It’s actually the measurement of a user’s dwelling time from beginning to end with the SERPs. Businesses frequently use dwell time to(...) Read More
- eBook MarketingBusinesses are adopting new sorts of material to diversify their online marketing efforts, and eBooks are becoming increasingly popular. According to research, 32% of B2B businesses and 28% of B2C businesses plan to employ eBooks in their content marketing. There is also a growing(...) Read More
- Email MarketingEmail marketing is a digital marketing strategy focused on sending emails to a targeted audience to build relationships, promote products, increase brand awareness, and drive conversions. Despite being one of the oldest forms of online marketing, it remains one of the most effective, offering(...) Read More
- External LinkingExternal links are hyperlinks that take users to sites that aren't on the same domain as the one they're on. They are frequently used as referrals to original sources in content marketing. This best practice gives articles more legitimacy and gives viewers more context for online information.(...) Read More
- Facebook MarketingFacebook marketing is an advertising platform that is used by brands to display their products and services in front of a huge audience. Facebook marketing allows businesses to promote their goods and services to a large audience through a combination of highly targeted paid advertising.(...) Read More
- Freshness AlgorithmFreshness Algorithm is a component of Google’s search ranking system designed to prioritize newer, more recently updated content in response to user queries where relevance is tied to time. Rolled out in 2011, it expanded on the Caffeine update and impacted roughly 35% of searches, especially(...) Read More
- Google PandaGoogle Panda is Google’s algorithm update that aims to provide rich and high-quality content in search results. It lowers the rank of low-quality sites and pushes the quality sites to the top of the search results. Since its creation, Google has released eight updates of varying degrees aimed(...) Read More
- Google PenguinGoogle Penguin is an algorithm update introduced by Google to target websites that engage in webspam tactics including keyword stuffing, paid linking schemes, etc, and use unnatural backlinks to rank higher in Google search results. Penguin targets Keyword stuffing Over-use of the(...) Read More
- Graph SearchGraph Search was a semantic search engine launched by Facebook in 2013 to allow users to perform more natural, conversational queries using real-world connections. Unlike traditional keyword searches, Graph Search leveraged Facebook’s social graph—users, likes, check-ins, and interests—to(...) Read More
- Guest BloggingGuest blogging refers to writing and publishing articles on a third-party website or blog with the aim of building authority, gaining exposure, and earning backlinks. It’s a longstanding and white-hat SEO strategy when done right.Benefits of Guest BloggingBacklink Acquisition: One of the(...) Read More
- Hummingbird AlgorithmThe Hummingbird Algorithm marked one of Google’s most important updates when it was introduced in 2013. Unlike earlier updates that focused on punishing spammy tactics or refining specific ranking factors, Hummingbird represented a complete overhaul of the search engine’s core. Its purpose was(...) Read More
- Inbound LinkAn inbound link—also known as a backlink or incoming link—is a hyperlink on an external website that directs users to your site. This simple connection is more than just a navigational aid; it acts as a digital endorsement, a signal of credibility and trust for both readers and search(...) Read More
- InfographicsInfographics are compelling visual tools that transform complex data, facts, or ideas into engaging, easy-to-digest formats. Rather than delivering information through dense paragraphs of text, a high-quality infographic leverages design, layout, and illustration to create a clear, logical(...) Read More
- Integrated MarketingIntegrated marketing refers to the deliberate coordination of a brand’s messaging and activities across multiple channels to forge a unified, memorable experience for the audience. Rather than treating each marketing medium—email, social media, website content, paid ads—as an isolated silo,(...) Read More
- Internal LinkingInternal linking refers to the practice of connecting one page of a website to another within the same domain. These links serve as pathways that help both users and search engines navigate through a site more efficiently. By creating meaningful connections between related content, internal(...) Read More
- KeywordBusinesses create content with the aim of improving their search engine rankings and increasing popularity among online audiences. Keywords are one of the most critical aspects of SEO and content marketing strategies. These words can be gradually added into posts on a website as part of(...) Read More
- Landing PageA landing page is a standalone web page crafted specifically to engage visitors who arrive from a targeted source such as an advertisement, email link, or search engine result. Unlike general-purpose web pages or a homepage, which often guide visitors through multiple links and sections, a(...) Read More
- Link BuildingLink building is the strategic process of acquiring hyperlinks from external websites that point back to your own. These inbound connections serve as digital endorsements, signaling to search engines that your content is credible and relevant. A well-executed link building strategy can(...) Read More
- Meta TagsMeta tags are subtle yet powerful snippets of text embedded in a webpage’s HTML that provide critical information about the content to search engines. Though invisible to most visitors, these small tags play an important role in how search engines interpret, categorize, and present your page(...) Read More
- Multivariate TestingMultivariate testing is a methodical approach to optimizing web content and designs by testing multiple elements simultaneously. Unlike A/B testing, which compares just two versions of a single variable, multivariate testing lets you experiment with various combinations of elements—such as(...) Read More
- Native AdvertisingNative advertising allows the distribution of your brand's content to other brands to attract new audiences. It matches the format of the page and its function which naturally attracts the reader's attention and offers a better user experience. The important thing is that such paid media is(...) Read More
- New Media MarketingNew media marketing includes many different resources, including display advertising and social media. The goal of all new media marketing is to engage consumers with the brand, in a way that raises awareness and engages in sales. Businesses are evolving into new media marketing platforms.(...) Read More
- Open GraphOpen Graph meta tag helps us to control what content displays when a page is shared on Facebook. Open Graph is the first internet protocol developed by Facebook to use metadata in a webpage to represent the contents of a page. Within it, you can publish open graph action from your mobile(...) Read More
- Organic SearchOrganic search, also called as web search, is strictly calculated algorithmically and meets the needs of users and is not affected by paid advertising. There are different types of results, whether they are explicit pay per click ads, shopping results or other results where the search(...) Read More
- Pinterest MarketingPinterest marketing revolves around using Pinterest—a highly visual, inspiration-driven platform—to reach and engage audiences through curated content, creative branding, and strategic pinning. Unlike traditional social channels where posts vanish quickly, Pinterest offers enduring visibility,(...) Read More
- Responsive DesignWith responsive design, each element fluidly adapts to every screen size, rather than spending a lot of money and resources on creating a separate site or scalable app. With Responsive Web Design (RWD), site content is adjusted by moving and compressing components to fit within the(...) Read More
- Search AlgorithmA Search Algorithm is a set of rules that search engines use as their primary goal in ranking a list in response to a search query. A search algorithm is a complex system used to retrieve data from their search index and provide the best results for a query instantly. Search engines use a(...) Read More
- Search Engine MarketingSearch Engine Marketing (SEM) refers to the strategic practice of promoting websites by increasing their visibility in search engine results pages through paid advertising. As a potent companion to organic SEO, SEM allows businesses to place targeted ads directly in front of potential(...) Read More
- Search Engine OptimizationSearch engine optimization is a technique to get organic search results to a website. SEO targets unpaid traffic rather than direct traffic or targeted traffic. Unpaid traffic can start with a variety of searches, including image search, video search, and knowledge search engines.SEO is about(...) Read More
- Social Media MarketingSocial media marketing is the process of gaining traffic or attention through engagement on social media sites or social networking sites like Facebook, Twitter, Instagram, Pinterest, Tik-Tok and more. Social media marketing is a powerful way for businesses of all kinds to reach targeted(...) Read More
- SXOSearch Experience Optimization (SXO) elevates traditional SEO and User Experience (UX) by blending them into a unified strategy focused on both finding and satisfying users. Unlike SEO, which primarily targets rankings, SXO places equal weight on guiding visitors smoothly from search engine(...) Read More
- TargetingTargeting is a special client who wants to target someone who is going to buy a product based on the virtues of demographic, contextual and behavioural targeting. When it comes to marketing, if you're trying to talk to everyone, you'll have a hard time reaching out to anyone. In general,(...) Read More
- User Experience (UX)User experience (UX) is the way users interact with a website and experience the product, system or service. It includes a user’s views on utility, ease of use, and efficiency. The basic classification of site factors that affect user experience (also known as UX) includes: The value(...) Read More
- Video MarketingVideo marketing is the use of videos to increase visibility, create engagement and promote sales. Video marketing enables companies to display new content in compelling formats, thereby improving the overall diversity of their websites. The growing capability of the internet and its role as(...) Read More
- ViralityThe tendency of an image, video, or piece of information to spread rapidly from one Internet user to another; the quality or fact of being viral. Virality is an intangible feature of certain Web content, which forces Internet users to share videos, images and articles extensively in a short(...) Read More
- WebinarsWebinars are tutorials, workshops or other presentations that are broadcast via the web. Webinars are usually conducted through web conferences and are educational, allowing companies to directly show potential or existing customers the value of their products, services and expertise without(...) Read More
- White Paper MarketingWhite papers are long-form content that includes original research or compiled research to provide trend insights and best practices. White paper marketing has become an active part of plans aimed at establishing a business as a niche authority in selected industries and is also considered(...) Read More
- XML SitemapSitemaps are part of any good SEO strategy. This feature lists all the pages hosted by the website, which can help search engine crawlers identify content that is worth caching. Search engines such as Bing and Yahoo! should be able to discover every page related to your website, but sometimes(...) Read More
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