Digital Marketing Terminologies

17 min read
digital marketing terminologies to know

A/B Testing

This is a method that involves comparing two versions or samples of ands against each other. This is done to compare which goal or attribute performs better. You can use A/B testing when trying to run ads on Google or Facebook and when doing keyword research. A/b Testing is also known as split testing or bucket testing

Affinity Audience

An affinity audience is a group of potential customers that share similar interests or qualities. This audience targeting is useful to advertisers who are looking to raise awareness and drive consideration among users that have a strong interest in their products. Affinity audiences mimic the depth and breadth of TV-style audiences, so marketers can engage with precise audiences at scale.

For example, If you want to advertise a new action, you could target the phrase “action movie lovers” and Google will match your ad with its predefined audience list that have similar behaviors related to watching action movies.

Alt Text

Also called alternative text. It’s a short written description of an image, which can explain what the image is about when it can’t be viewed. Alt texts are also useful to Search Engines as it conveys the meaning and context of the image on the website.

Anchor Text

Anchor text is the visible letters and words that hyperlinks display when linking to another document or location on the web. It usually appears as blue underlined text. An example of an Anchor Text is this: Digital Marketing School in Lagos instead of

B2B stands for business-to-business which refers to a market where businesses are the purchasers of goods and services from other businesses. In this model, businesses and organizations exchange goods and services. For example, one company may contract with another business to provide the raw materials needed to manufacture a product.

B2C Digital Marketing

B2C stands for “business-to-consumer,” which means you’re marketing specifically to individual consumers rather than organizations or businesses. B2C marketing is a form of marketing that helps businesses communicate more effectively and persuasively with consumers.


A backlink is a link created when one website links to another. They are also called “inbound links” or “incoming links.” Backlinks are very important focus on SEO.

Black Hat SEO

Black hat SEO refers to a set of practices that are used to increase a site or page’s rank in search engines through means that violate the search engines’ terms of service. They are shortcuts taken to rank faster in search engines using unconventional means that are against the policies of these search engines. Read activities that are against Google SEO policies.

Bounce Rate

It represents the percentage of visitors who enter the site and then leave (“bounce”) rather than continuing to view other pages within the same site. An example is when a user opens a single page on your site and then exits without triggering any other requests

Broken Link

A broken link is a link on a web site that no longer works because the website is experiencing one or more of the following issues: The destination web page has been moved or no longer exists. An invalid URL has been entered for the link by the web page owner

Buyer Persona

A buyer persona is a research-based profile that depicts a target customer. Buyer personas describe who your ideal customers are, what their days are like, the challenges they face and how they make decisions


A cache is a high-speed data storage layer which stores a subset of data, typically transient in nature, so that future requests for that data are served up faster than is possible by accessing the data’s primary storage location.

Call To Action (CTA)

Call to action is a marketing term for any design to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way.

Click Through Rate (CTR)

Click-through rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email or ad campaigns

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR.

Competitive Analysis

A competitive analysis is a strategy that involves researching major competitors to gain insight into their products, sales, and marketing tactics. Implementing stronger business strategies, warding off competitors, and capturing market share are just a few benefits of conducting a competitive market analysis

Content Marketing

Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you sell.

Cost Per Click (CPC)

Cost-per-click (CPC) bidding means that you pay for each click on your ads. For CPC bidding campaigns, you set a maximum cost-per-click bid – or simply “max. CPC” – that’s the highest amount that you’re willing to pay for a click on your ad

Cost Per Thousand (CPM)

Cost per thousand (CPM), also called cost per mille, is a marketing term used to denote the price of 1,000 advertisement impressions on one web page. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad.


A crawler sometimes called a spider or spiderbot is a program that visits Web sites and reads their pages and other information in order to create entries for a search engine index.

Digital Marketing Funnels

The Digital Marketing funnel is a strategic model that represents the entire buying journey of the personas, from the moment they know your brand until the time they become customers.

Digital Marketing Key Performance Indicators (KPIs)

These indicators show the performance of the actions defined in the strategy, so it’s possible to have a broader view of what the efforts are generating.

Key Performance Indicators, or KPIs, are metrics that show the performance, in numbers, of a specific action in Digital Marketing. As a set of indicators, their function is to show how close or far strategies are to their goals.

Direct Traffic

Direct traffic is the amount of web traffic you receive from users who visit your website through a URL directly from their browsers. Direct traffic is made up of visitors who reach a website without a referral URL

Example is typing in a website URL in your browser’s address bar and clicking a bookmark in your browser

Display Network

A group of more than 2 million websites, videos, and apps where your ads can appear. Display Network sites reach over 90% of Internet users worldwide.

Dofollow Backlinks

A dofollow link is a backlink that points back to your website or blog for Google and other search engines to crawl. Dofollow links help with SEO by passing the authority of the origin site to the destination site. A dofollow backlink important for search engine optimization and rankings

Feature Snippets

Featured Snippets are short snippets of text that appear at the top of Google’s search results in order to quickly answer a searcher’s query.

Feature Snippets

Featured Snippets are short snippets of text that appear at the top of Google’s search results in order to quickly answer a searcher’s query.

Google Penguin

Google Penguin was a codename for a Google algorithm update that was first announced on April 24, 2012. The update was aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines {link}

Google Search Console

Google Search Console is a web service by Google which allows webmasters to check indexing status, search queries, crawling errors and optimize visibility of their websites

Hreflang Tag

The hreflang attribute (also referred to as rel=”alternate” hreflang=”x”) tells Google which language you are using on a specific page, so the search engine can serve that result to users searching in that language.

Inbound Marketing

Inbound marketing is a strategic approach to creating valuable content that aligns with the needs of your target audiences and inspires long-term customer relationships


Indexing is the organization of information that occurs after crawling which allows pages to be seen on search engines. However, your page must be able to be crawled before indexing can occur. Therefore, it is important to have all your website pages available for crawling


impressions are the ads or links loaded on a website, search engine results page (SERP), or on a social media feed. This type of marketing isn’t based on immediate action such as clicks or conversions, but is typically used to build brand awareness or familiarity

Keywords Density

Keyword density refers to the number of times a keyword appears on a given webpage or within a piece of content as a ratio or percentage of the overall word count. This is also sometimes referred to as keyword frequency, or the frequency with which a specific keyword appears on a webpage.

Influencer Marketing

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field

Keyword Phrases

Keywords are the words and phrases that people type into search engines to find what they’re looking for. For example, if you were looking to buy a new jacket, you might type something like “mens leather jacket” into Google. Even though that phrase consists of more than one word, it’s still a keyword.

Keywords Research

Keyword research is the process of finding and analyzing search terms that people enter into search engines with the goal of using that data for a specific purpose, often for search engine optimization (SEO) or general marketing. Keyword research can uncover queries to target, the popularity of these queries, their ranking difficulty, and more.

Keywords Stuffing

Keyword stuffing is a search engine optimization technique, considered webspam or spamdexing, in which keywords are loaded into a web page’s meta tags, visible content, or backlink anchor text in an attempt to gain an unfair rank advantage in search engines

Landing Page

A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Latent Semantic Indexing (LSI)

Latent Semantic Indexing, also known as latent semantic analysis, is a mathematical practice that helps classify and retrieve information on particular key terms and concepts using singular value decomposition (SVD).

Lead Generation

Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale. In online marketing this typically involves collecting a visitor’s contact information (called a “lead”) via a web form.

Link Building

link building describes actions aimed at increasing the number and quality of inbound links to a webpage with the goal of increasing the search engine rankings of that page or website.

Local SEO

Local SEO is the practice of optimizing a website in order to increase traffic, leads and brand awareness from local search.

Lookalike Audiences

A lookalike audience is a way your ads can reach new people who are likely to be interested in your business because they share similar characteristics to your existing customers. A lookalike audience uses an existing Custom Audience you select for its source audience.

Long Tail Keywords

Long-tail keywords are keywords or key phrases that are more specific – and usually longer – than more commonly used keywords. Long-tail keywords get less search traffic, but will usually have a higher conversion value, as they are more specific.

Meta Descriptions

A meta description is an HTML element that provides a brief summary of a web page. A page’s meta description tag is displayed as part of the search snippet in a search engine results page (SERP) and is meant to give the user an idea of the content that exists within the page and how it relates to their search query.

Meta Tags

Meta tags are snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, but only in the page’s source code. Meta tags are essentially little content descriptors that help tell search engines what a web page is about.

Meta Keywords

Meta Keywords are a specific type of meta tag that appear in the HTML code of a Web page and help tell search engines what the topic of the page is.

Niche Marketing

A niche market is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that it is intended to target.

Nofollow Links

The nofollow attribute tells search engines not to follow the outbound link that is being tagged—which is essentially saying that the website does not endorse the link

Off-page optimization

Offpage optimization refers to all the measures that can be taken outside of the actual website in order to improve its position in search rankings. These are measures that help create as many high-quality backlinks (incoming links) as possible.

On Page SEO

On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals.

Organic Search Traffic

Organic traffic is the traffic that comes from accessing the site from visitor searches on Google, Yahoo, Bing, or other search engines. It is that traffic that you get “naturally” and most desired of all.

Page Speed

Page speed is the amount of time it takes between the browser’s request for a page until the browser completes processing and rendering the content. Many factors affect the speed of a given page including quantity and type of content, distance the data travels, connection type, device, operating system, and browser.

Paid Advertising

Pay-per-click is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. With paid ads, advertisers are basically renting a space on a platform with their target audience and advertising their offer.

Pay Per Click (PPC)

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked

PPC (pay-per-click) marketing is a form of online advertising in which advertisers accrue costs when users click their ads. Advertisers bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates.

Quality Score

Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers.

This score is measured on a scale from 1-10 and available at the keyword level. A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers.

Referral Traffic

Referral traffic describes the people who come to your domain from other sites, without searching for you on Google. When someone visits a link from a social network or website and they end up on another site, tracking systems from Google recognize the visitor as a referral.


Remarketing, also known as retargeting, is a very common and popular form of digital marketing in which marketers serve ads to users who have visited their website, or a specific web page, and who have or have not taken a specific action. It’s an effective way to target people who have already shown some interest in your business or brand.

ROAS or Return on Ad Spend

Return on ad spend (ROAS) is a marketing metric that measures the amount of revenue earned for every dollar spent on advertising

It is a marketing metric that measures the amount of revenue your business earns for each dollar it spends on advertising


A robots.txt file tells search engine crawlers which URLs the crawler can access on your site. This is used mainly to avoid overloading your site with requests

Schema Markup

Schema markup, also known as structured data, is the language of search engines, using a unique semantic vocabulary. It is code used to more clearly provide information to search engines in order to understand your content.

Search Network

Search Network is a group of search-related websites where your ads and free product listings can appear. When you advertise on the Search Network, your ad can show next to search results, on other Google sites like Maps, Shopping, Google Images, and on the websites of Google search partners.

Search Engine Marketing (SEM)

Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising

Search Engine Optimization (SEO)

Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic

Search Engine Results Page (SERP)

A search engine results page, or SERP, is the page you see after entering a query into Google, Yahoo, or any other search engine. Each search engine’s SERP design is different and Google is the most popular—holding over 80% of the market share

Search partners

Sites in the Search Network that partner with Google to show ads and free product listings. Search partners extend the reach of Google Search ads and listings to hundreds of non-Google websites, as well as YouTube and other Google sites.


A session is the collective actions of a user during a set period of time on your site. It begins when they arrive, and ends when they leave completely. The session also ends if they remain inactive on your site for 30 minutes.

SMM – Social Media Marketing

Social media marketing (SMM) is a form of internet marketing that uses social media apps as a marketing tool.

It is marketing that targets social platforms like Facebook, Snapchat, Quora, LinkedIn, Instagram, TikTok for brand promotion, targeting audience growth, driving website traffic, and increasing sales.


Targeting involves evaluating each segment’s attractiveness and, from there, choosing which segment to enter. And a brand’s choice tends to be based on which segment they think will bring the company the most value.

A target market is a group of people with some shared characteristics that a company has identified as potential customers for its products. Identifying the target market informs the decision-making process as a company designs, packages, and markets its product.

Technical SEO

Technical SEO refers to website and server optimizations that help search engine spiders crawl and index your site more effectively (to help improve organic rankings).

To improve your site’s technical optimization, you need to take into account:

  • JavaScript

  • XML sitemaps

  • Site architecture

  • URL structure

  • Structured data

  • Thin content

  • Duplicate content

  • Hreflang

  • Canonical tags

  • 404 pages

  • 301 redirects

White Hat SEO

White hat SEO refers to SEO tactics that are in line with the terms and conditions of the major search engines, including Google.

White hat SEO is the opposite of Black Hat SEO. Generally, white hat SEO refers to any practice that improves your search rankings on a search engine results page (SERP) while maintaining the integrity of your website and staying within the search engines’ terms of service.

  1. Offering quality content and services

  2. Fast site loading times and mobile-friendliness

  3. Using descriptive, keyword-rich meta tags

  4. Making your site easy to navigate

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