Digital Marketing Glossary 2024

In the ever-evolving world of digital marketing, staying abreast of the terminology is crucial. This glossary serves as a comprehensive guide to understanding the key terms and concepts in digital marketing. Whether you’re a seasoned professional or a newcomer, this glossary will help you navigate the digital marketing landscape with ease.

Digital Marketing: Marketing using digital technologies and channels.

SEO and Content Marketing

  • SEO (Search Engine Optimisation): Optimising a website to rank higher in search engine results.
  • A/B Split Testing: Comparing two versions of a webpage or ad to see which performs better.
  • Backlink: An external link pointing to your website, valuable for SEO.
  • Blackhat SEO: Unethical SEO practices that violate search engine guidelines.
  • Content Categorisation: Organising web pages based on their purpose or content type.
  • Keyword: Search terms used by people to find information online.
  • Link Building: The process of getting other websites to link back to your site.
  • KPI (Key Performance Indicator): Metrics demonstrating marketing effectiveness.
  • Evergreen Content: Timeless, always relevant content like how-to guides
  • Title Tag: A brief, precise title for a web page, displayed in search engine results and browser tabs, crucial for SEO and user experience.
  • Meta Description: A concise summary of a web page’s content, shown under the title in search results, influencing click-through rates but not SEO rankings.
  • Meta Data: Information embedded in a web page’s HTML, providing search engines and browsers with details about the page’s content, purpose, and structure.
  • Featured Snippet: A search result box answering queries directly on the results page.

Website Optimisation

  • 301 Permanent Redirect: A server response indicating a URL has permanently moved to a new address. It automatically redirects the browser to this new location.
  • 404 Not Found: This status code appears when a server can’t find the requested page or file.
  • Breadcrumbs: Navigation aids showing the user’s path to their current page location.
  • Canonical Tag/Rel=Canonical: An HTML element specifying the preferred version of a web page to avoid duplicate content issues.
  • Nofollow/rel=”nofollow“: An attribute instructing search engines not to follow a link, thus not passing link equity, often used to avoid endorsing practices like link buying.
  • Core Web Vitals (CWV): Google’s set of metrics for evaluating a website’s user experience, including loading performance, interactivity, and visual stability.
  • CSS: Short for “Cascading Style Sheets,” it’s used for styling and laying out web pages.
  • HTML: Stands for “HyperText Markup Language,” the standard language for creating web pages.
  • HTTPS: An encrypted version of HTTP, ensuring secure communication over networks.
  • Landing Page: The first page a visitor lands on, often used in marketing campaigns to drive specific actions.
  • CRO (Conversion Rate Optimisation): Enhancing a website to increase the percentage of conversions.
  • Long-Tail Keywords: Specific, lower search volume keywords.
  • DR (Domain Rating): A metric for a website’s authority and ranking potential.
  • Broken Links: Non-functional links due to missing or error pages.

Social Media and Engagement

  • Engagement Rate: A metric showing the level of engagement (likes, shares, comments) relative to the number of followers or viewers.
  • Facebook Business Page: A public profile specifically created for businesses on Facebook.
  • Hashtag: A word or phrase preceded by a hash sign (#), used on social media for linking content to specific topics.
  • Instagram Advertising: Paying to display ads on the Instagram platform.

Advertising and Paid Media

  • Ad Extensions: Additional information under a Google Ad, like site links or pricing, enhances the ad’s visibility.
  • Ad Group: A collection of ads in a campaign targeting a shared set of keywords.
  • Bid Strategy: A Google Ads feature allowing advertisers to target specific campaign goals.
  • Ad Relevance: The degree of relatedness between keywords and ads, crucial in paid search.
  • CPA (Cost Per Acquisition): The cost incurred for each conversion or customer acquisition.
  • CPC (Cost Per Click): The cost an advertiser pays per individual click on their ads.
  • Facebook Advertising: Using Facebook’s platform to market products or services to its user base.
  • Google Ads: Google’s online advertising platform for reaching consumers through search and display networks.
  • Impression Share: The percentage of times an ad is shown out of the total eligible impressions in the market.
  • Bid Strategy: A Google Ads approach to align bidding with marketing goals, offering various payment options like per click, conversion, or impression.

Analytics and Performance Measurement

  • Bounce Rate: The percentage of visitors who leave a site after viewing only one page.
  • Conversion Rate: The percentage of visitors who take a desired action on a site.
  • Google Analytics: A tool for tracking website performance and user behaviour.
  • KPI (Key Performance Indicator): A measurable value that demonstrates how effectively a company achieves key business objectives.
  • Impression: The count of website or ad views.

Technical Aspects

  • Crawler: Software that browses the web to index content for search engines.
  • JavaScript: A programming language used to create interactive effects on web pages.
  • XML Sitemap: A file listing a website’s important pages, making it easier for search engines to crawl the site.


  • Cookies: Small data files stored on users’ devices to remember browsing activities and preferences.
  • E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness): Google’s criteria for assessing the credibility of web pages.

The Best Live Chat Software In 2024

Chatting directly to your potential customers while they are looking at your website is an ever growing trend. Being there to answer the queries they have… and giving a proactive and friendly portrayal of your business are just some of the reasons to install live chat software on your website