Glossary of Terms

A method of comparing two versions of a webpage, email, or ad to see which performs better.

A performance-based marketing strategy where businesses reward affiliates for generating traffic or sales through their promotional efforts.

A set of rules search engines use to rank websites in search results.

The process of collecting, analysing, and interpreting data to understand customer behavior and the effectiveness of marketing campaigns.

The clickable text within a hyperlink.

A set of tools and protocols that allow different software applications to communicate.

The process of creating and recording sound, such as for podcasts, voiceovers, or audio ads.

Audio versions of books or spoken introductions to videos or presentations.

Businesses selling vehicles, parts, or repair services.

Incoming links to your website from other websites.

Includes Salons, spas, cosmetic brands, and wellness centers.

Written articles that provide information, insights, or entertainment to your target audience.

The percentage of visitors who leave a site after viewing only one page.

The process of creating a unique identity and image for your business.

The level of recognition and familiarity with your brand among your target audience.

The value associated with your brand, which can include factors such as customer loyalty, brand reputation, and perceived quality.

The unique elements that define your brand, such as your logo, colours, fonts, brand voice, and messaging.

Telling the story of your brand and its values to connect with your audience on an emotional level.

The tone and personality you want your brand to convey.

Companies selling products or services to other businesses.

A button, link, or phrase that encourages users to take a specific action, such as “Buy Now,” “Learn More,” “Contact Us,” or “Download Now.”

The percentage of recipients who click on a link within an email.

A schedule for publishing content across different social media channels.

Creating and sharing valuable, relevant, and consistent content across social media and other channels to attract and engage a target audience.

A plan for creating, publishing, and distributing high-quality content across social media and other channels.

The desired action you want a user to take on your website, such as making a purchase, signing up for a newsletter, requesting a quote, or downloading a resource.

The percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter.

The process of improving the percentage of visitors who complete a desired action on your website.

The amount you pay each time someone clicks on your ad.

The cost of 1,000 ad impressions.

The path a customer takes from initial awareness of a brand to making a purchase and becoming a loyal customer.

The total revenue a business can expect from a single customer over the course of their relationship.

Software used to manage customer interactions and track customer data.

Making marketing decisions based on data and analytics rather than assumptions or gut feelings.

Visual ads placed on websites, apps, or social media platforms, often in the form of banners or videos.

A score developed by Moz that predicts how well a website will rank on search engines.

Downloadable books or guides that provide valuable information to readers.

Businesses that sell products or services online.

Schools, colleges, e-learning platforms, and training institutes.

A series of emails sent to achieve a specific marketing goal, such as promoting a product, announcing a sale, or nurturing leads.

A collection of email addresses of individuals who have opted-in to receive emails from you.

The process of sending marketing messages to a group of people via email.

The use of software to automate repetitive email marketing tasks, such as sending welcome emails or abandoned cart reminders.

Interactions with your social media content, such as likes, comments, shares, mentions, and direct messages.

A metric that measures interactions (likes, comments, shares) on a piece of content relative to its reach.

An industry that includes Film, music, gaming, and event production companies.

An industry that includes companies who organise corporate or personal events.

The marketing model that describes the customer journey from awareness to conversion.

An industry that includes apparel, accessories, and luxury brands.

An industry that includes banks, fintech companies, and investment firms.

An industry that includes gyms, personal trainers, and fitness brands.

Delivering content or ads based on a user’s geographic location.

Google’s advertising platform, allowing you to create and run ads on Google Search and other Google properties.

A keyword or phrase preceded by a “#” symbol used to categorise content on social media.

An industry that includes providers of medical services, pharmaceuticals, or wellness products.

Visual representations of user behavior on a webpage, showing where users click, hover, and scroll.

An industry that includes businesses focusing on renovations, remodeling, and décor.

An industry that includes businesses offering plumbing, electrical, landscaping, and related services.

An industry that includes hotels, resorts, and travel-related services.

The number of times an ad is displayed, regardless of whether it is clicked.

Partnering with influential people to promote a product or service, especially across social media and other channels.

Visual representations of information, making it easier to understand and share.

Visualising the steps a customer takes when interacting with a business.

Metrics used to measure the success of a marketing campaign.

The process of identifying and selecting relevant keywords for your website and content.

Words and phrases that people use to search for information online.

A dedicated webpage designed to capture leads or drive conversions.

The process of capturing the contact information of potential customers who have shown interest in your products or services.

Optimising your website and online presence for local searches, such as “best pizza near me.”

An industry that includes law firms and legal consultants.

The maximum amount you’re willing to pay for a single click on your ad.

The use of software to automate repetitive marketing tasks, such as email campaigns and social media posting.

A visual representation of the customer journey, often depicted as a funnel, with the widest part at the top representing the broadest audience and the narrowest part representing conversions.

A brief description of a webpage’s content that appears in search engine results.

Measurable values used to track the performance of marketing campaigns, such as website traffic, conversion rates, click-through rates, and social media engagement.

A platform for advertising on Microsoft’s search engine, Bing.

Designing websites and apps that are easily accessible and usable on mobile devices.

An industry that includes companies producing goods for consumers or businesses.

An industry that includes newspapers, blogs, magazines, and online content creators.

An industry that includes record labels, independent musicians, producers, distributors, gaming companies, and other businesses within the music landscape.

Paid ads that match the look and feel of the platform they appear on.

A measure of customer loyalty based on how likely customers are to recommend a brand.

An industry that includes organisations focused on charitable, educational, or advocacy missions.

An industry that includes law firms and legal consultants.

Building high-quality backlinks from other websites to your website.

Optimising on-page elements such as website content, title tags, meta descriptions, and image alt text with relevant keywords.

The percentage of recipients who open an email.

Improving content, ads, or webpages to achieve better performance.

Visitors who come to a website through unpaid search engine results.

A metric that predicts how well a specific page will rank on Google.

A form of online advertising where you pay a fee each time someone clicks on your ad.

A detailed profile of a target customer used to guide marketing strategies.

A set of ads and their associated settings within a PPC advertising platform.

Audio broadcasts that can be downloaded and listened to on demand.

Google’s assessment of the quality and relevance of your ads, keywords, and landing pages.

An industry that includes businesses involved in buying, selling, or renting properties.

An industry that includes businesses offering food and beverages for dine-in, delivery, or takeout.

An industry that includes physical or online stores that sell goods to consumers.

Showing ads to people who have previously visited your website or interacted with your brand.

The measure of profit generated from a particular investment. In digital marketing, it refers to the profit generated from marketing campaigns compared to the cost of those campaigns.

The process of optimising your website and online content to improve its ranking in search engine results pages (SERPs).

The list of results that appear when you search for something on a search engine.

Paid advertising on social media platforms, allowing you to target specific audiences with your ads.

Interactions with your social media content, such as likes, comments, shares, mentions, and direct messages.

Individuals with a large following on social media who can influence the opinions and purchasing decisions of their followers.

Actively listening to conversations happening on social media about your brand, industry, or competitors.

The use of social media platforms like Facebook, Instagram, Twitter, and LinkedIn to connect with your target audience, build brand awareness, and drive business growth.

Tracking mentions of your brand, competitors, and industry topics on social media.

Online social platforms where people connect and share information, such as Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok, and Pinterest.

Pages or accounts that represent a brand or individual on social media platforms.

Messages, images, and videos shared on social media platforms.

The influence that the actions and attitudes of others have on your own behavior.

Unwanted or unsolicited emails received.

The specific group of people you are trying to reach with your marketing efforts.

An industry that includes companies offering software, hardware, or IT services.

The number of visitors to a website.

Automated emails triggered by specific customer actions, such as order confirmations, shipping updates, and password reset requests.

An industry that includes travel agencies, tour operators, and transportation services.

An industry that includes evaluating patterns in data to predict future behavior.

The percentage of recipients who unsubscribe from your email list.

The overall experience a user has when interacting with your website or any digital product.

Content created by users, often used by brands to promote authenticity.

The design and layout of a website or app.

Videos that record user interactions with a website.

The use of video content to promote your brand, such as explainer videos, product demos, and customer testimonials.

Short or long-form videos that can educate, entertain, or promote your brand.

A strategy that encourages users to share content rapidly across their networks.

The process of filming and editing video content.

Adapting content for searches conducted using voice commands.

Online seminars or presentations that are broadcast live or recorded.

The number of visitors to your website.

In-depth reports or guides that provide in-depth information on a particular subject.

Search results that provide answers directly on the search engine page, requiring no click-through.