Digital Marketing Glossary


SEO (Search Engine Optimization)

The process of increasing the number of visitors to a website by ensuring that the website content is relevant to what a business’s audience is searching for online. This is achieved through a number of factors including content ( blog and website content) and social signals.

Local SEO

A specific way a business is optimized so that it displays in Google’s map results at the top of a page.


Pay-per-Click advertising is an advertising method in which an ad is placed online to target a specific demographic.


This is Google’s Pay-per-Click display advertising program - it is the most common manner in which a business pays to be in the top of search results in Google.

SERP (Search Engine Ranking Page)

The results page that one finds when searching in Google.


A method of online advertising in which you can track and retarget potential customers who have already visited your website.


A mention of a company’s Name, Address, and Phone Number (NAP) online.

Meta Tags

The description of a specific page from your website that appears in the search results.


A Google application which gathers and analyzes data about website usage.

Link Building

Actively building links to your website. This helps communicate to search engines that your site is a relevant resource worth linking to.

Landing Page

A page on your website where you intend to have users visit either from clicking on a hyperlink on another site or from your own website navigation.

Bounce Rate

The percentage of users who enter a site and then leave it without viewing any other pages.

On-page Optimization

The process of optimizing specific landing pages on a website to ensure that your target demographic finds your page when they search for information online.

Social Media


This refers to the number of unique users, as opposed to return visitors, who have clicked, commented, liked or shared a Facebook post.


The number of people who have been shown a specific post, article, or story that was posted on Facebook.


Commonly seen on Twitter, this is the term for tagging (mentioning) another business’s or person’s Twitter account in a tweet.


The number of users who have actively “liked” a specific Facebook, Instagram, LinkedIn or Pinterest post or business account. On Twitter this is referred to as ‘favoriting’ a tweet. On Google +, this is a ‘+1'.

RT's (Retweets)

When a user takes an original tweet and tweets it again for the purpose of sharing it with their audience/followers on Twitter.

Facebook Advertising

Ads you can create to promote your business on Facebook. Ads are catered to reach your target demographic.


A blog is used by companies to share unique, relevant content about your brand or industry. It is not always called a blog - this is based on the business’s/person’s preference.


The part of a web page that is intended to provide readable and resourceful value, and be of interest to the end user. Content is essential to SEO and social media campaigns.

Email Marketing

Directly marketing a commercial message to a group of people via email.


A visual image such as a chart or diagram used to represent information or data.

Referral Traffic

Google’s way of reporting the number of visits that came to your website from sources outside of its search engine. Ex: Facebook, Houzz, Pinterest.

Web Development


An application used to navigate the internet such as Chrome, Mozilla, Safari or Internet Explorer.

User Experience

In website design, this term describes the manner (or experience) in which the end user will interact with a website.

Website Architecture

This refers to the approach and design process taken in the initial planning stage that maps out the intricate structure of a website, where all aspects from technical to design are taken into account.

The Fold

Adopted from print industry. This is the point on your website where the page gets cut off by the bottom of a user’s monitor or browser window. The fix is to make your website responsive across all devices.


The achievement of a quantifiable goal on a website. Ultimately this would be the act of converting a site visitor into a paying customer.


This describes the path or track a user takes through internet advertising or search systems, ultimately navigating them to the website and finally converting to a sale.


The method in which a network or website is navigated by the end-user for informational resources on the internet.

HTML Code (Hypertext Markup Language)

This is the standard markup language or “coding” used to create a website.

CSS Code (Cascading Style Sheets)

This is the language the brings styles and color to the HTML.


A scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it. Applies movement and life to the HTML


One of the most commonly used Content Management Systems (CMS) on the internet. They are known to rank well within Google. More than 50% of websites on the internet today are made with Wordpress.


What you put into place when you would like an existing page to direct to a different page.


The File Transfer Protocol (FTP) is a standard network protocol used to transfer computer files from one host to another host over a TCP-based network, such as the Internet.


The activity or business of providing storage space and access for websites.