Your Guide to Digital Marketing Terms – Understanding the Jargon!Digital Marketing Terms

If you’re unfamiliar with Digital Marketing, making sense of the terms can be extremely confusing. To help you understand, we’re going to arm you with a simple list of common Digital Marketing terms and their definitions.

Here’s your guide to some of the most popular Digital Marketing terms.

Digital Marketing Terms Glossary


  • Is Google’s advertising services where bidders can pay to boost the ranking of their pages on SERPs for specific keywords.


  • Analytics are statistics, typically monitoring the number of visitors to a page, the number of views and so on.


  • This is an easy one, it’s just short for application. An app is simply a kind of computer programme that can be downloaded by users.
  • For example, businesses may use Productivity Apps to help their business or develop their own app.



  • When one website is linking to another; it’s a good tactic for SEO and helps to achieve higher ranking on SERPs.


  • A Bitly link is free URL shortening. They can be personalised and come with analytics to track traffic on your links.


  • A campaign is a marketing message with a specific aim.
  • For example, raising brand awareness, boosting sales or pushing conversions through paid advertisements
  • There are several different types of campaigns, for example; a Facebook campaign and Google AdWords campaign.


  • There can sometimes be several versions of the same pages on websites, adding a canonical tag tells Web Crawlers that the tagged page is the definitive version.


  • A Chatbot will imitate a ‘human to human’ conversation through a software application and / or programming.
  • We’ve produced several pieces of content surround chatbots, you can find them all here


  • Is an online reference for your business
  • They typically include your business’s name, address and number
  • Dependent on the citation, businesses can add other elements; links to their website, product images, services, opening hours and so on

CMS – Content Management System

  • A piece of software that helps to create, edit, organise and publish content. For example, WordPress.


  • Typically called a conversion rate … is when a visitor completes your intended actions whilst visiting your site.
  • For example, if the purpose of your ad was to get more people signed up to your mailing list, the number of people who completed the action are your conversion rate.


  • A file that stores user’s data to track certain activity across a site. It’s typically used to have a great understanding of consumers.

CPC – Cost per Click

  • How much an advertiser is paying every time their ad is clicked.

CRO – Conversion Rate Optimisation

  • Your conversion rate is the percentage of people who have visited your page and fulfilled your intended action. For example, signing up to your newsletter.
  • CRO involves optimising your website so visitors are more likely to fulfil your intended action.

CTA – Call to Action

  • The purpose of a piece of content or campaign …
  • CTAs are words or buttons that encourage users to fulfil an action. For example, “Buy Now”, “Sign Up Now”, “Try Now”, “Get Started”.

CTR – Click Through Rate

  • How many people have clicked on a link.
  • The higher the CTR, the more people followed a link and where directed to a landing page / website page / contact form and so on.

DA – Domain Authority

  • A calculated prediction of how well your website will rank on SERPs.

Domain Name

  • Is your website name; it’s an online address that directs users to a web page.


  • You’ll be able to spot hyperlinked text because it’s typically a different colour, underlined or bold. By clicking on the link users will be directed to a different page.


  • You may find it simpler to call impressions views, because that’s essentially what they are.
  • 1 view = 1 impression
  • How many people have seen your content

Inbound Link

  • A back link directing users to your website

Internal Link

  • A link that directs users to other pages on the same website


  • The terms businesses think their target audience will type into a search engine. Keywords help pages rank highly on SERPs (search engine results pages).
  • Keywords or phrases help your target audience find your content.
  • It’s important to conduct your keyword research, as your website will appear when your chosen keyword are searched for.

Landing Page

  • The page that you want users to first visit when clicking on your link. They usually have a specific purpose with a clear CTA. For example, a signup form or a consultation form.


  • An acronym for name, address and phone number
  • Your NAP is vital to rank well in Local SEO

Organic Traffic

  • The traffic to a website that is essentially free. Viewers are directed to websites because it was listed on SERPs (search engine results pages) due to their relevancy rather than being advertisements.

Outbound Link

  • A link on a page that directs users to a different page on another website.

Paid Traffic

  • It’s the opposite of organic. It’s traffic to a page that has been generated by a paid advertisement. For example, Facebook posts or ads on SERPs (search engine result pages).

ROI – Return on Investment

  • The profit of a business after spending money on an investment.
  • For example, if you invested £30 promoting content on Facebook and returned £150; your ROI would be 400%.

SEM – Search Engine Marketing

SEO – Search Engine Optimisation

  • SEO is a way a for a website to rank highly on SERPs (search engine result pages)
  • The higher a page’s organic ranking, the better their SEO is.
  • You might find out blog post, “Complete Beginner’s Guide: What is SEO?” to further your understanding.

SERP – Search Engine Results Page

  • Is the list of web pages that a search engine produces after a search has been made.
  • A SERP will try to display the most relevant pages to your query.


  • A spider is arguably one of the most bizarre terms in digital marketing. A spider is a bot / software that crawls the internet to index (organise) data.


  • WordPress is a form of CMS (Content Management System)
  • Allows users to create and publish content on to their website
  • Users have full control of their files and documents, and they can choose how to design and display their content

Have We Missed Any?

Hopefully you have found our Digital Marketing terms glossary useful.

If you have any keywords you want clarifying, please tell us in the comment section below and we’ll add them to our glossary!

About the author: 

Marie Harwood is a Digital Marketing Assistant at Different Gravy Digital, Hale, Cheshire.

Different Gravy Digital are a full service Digital Marketing Agency operating in the Hospitality & Leisure, Financial Services, Legal & Property sectors.  Products and services range from; 3D & 360° Tours, Website Design & Build, Social Media, Video Production, Search Engine Optimisation (SEO), Content Creation, Email Marketing, Online Feedback / Review Systems and Paid Advertising (Google, Bing and Social Media).

Contact Details:

0161 706 0004

120a Ashley Road, Hale, Altrincham, Cheshire, WA14 2UN