Digital Marketing has a lot of buzzwords, clunky phrases, and especially three-letter acronyms – so we’ve made a short glossary to help explain some of them…

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There are currently 65 terms in this directory

A/B Testing
A randomised test consisting of two variants, A&B. To see whether option A or option B is the best solution to the problem.

Anchor Tags
A hyperlink on a webpage is made using the HTML anchor tag. This hyperlink links the web page to other pages on the internet or to a specific portion within the same page.


Business to All. For companies that provide services or products to both businesses and consumers.

Business to business. For businesses that provide products or services to other businesses.

Business to consumer. For companies that provide products or services direct to the end consumer.


CDN (Content Distribution Network)
A geographical network of data centres across the globe can be utilised to serve copies of your website or app locally to improve speed and reliability for your end user.

An automated app on your website that simulates a conversation and provides answers to preprogrammed questions. They can be AI enabled and provide answers based on previous knowledge of that visitor.

CMS (Content Management System)
A content management system is used on websites to manage the content on the website separately from the design aspects. Making it easier to update your website either content wise or design wise.

Content Marketing
Creating highly relevant and timely content such as articles, videos, infographics to aid SEO and your social media to engage potential clients and drive traffic to your website.

CPA (Cost Per Acquisition)
A metric that measures the total average cost of acquiring a new customer from the first touch point to ultimate conversion.

CPC (Cost Per Click)
The average amount each click on an advert costs the advertiser, based on the number of clicks the ad receives divided by the total amount spent on the ad.

CRM (Customer Relationship Management)
This is the process of using marketing automation solutions to administer interactions that improve how you interact, build relationships and do business with your customers.

CRO (Conversion Rate Optimisation)
The process of optimising aspects of your website and other digital platforms, to increase the percentage of conversions.


Dynamic Form
A form that can change the fields or questions in the form due to previously known data. So you don’t ask for info you already know and can find out more about them.


eCommerce / E-Commerce
Generally a website or app that allows the buying and selling of goods and service over the internet.

Email List Segmentation
A technique that email marketers use to send highly targeted emails by dividing their list up into smaller groups, or segments. So different personas can get differing versions of the same email.

Email Marketing
A form of marketing that uses email to send content to people who have opted in to receive information from you. You can use it to make people aware of new products, discounts, and other services.

Engagement Rate
Metrics to track how much people interact with your content, this can be through likes, comments and shares.


Facebook Ads
Using the power of paid ads on Facebook to reach your audience, build your brand and drive traffic to your website.


Google Ads
An online advertising platform created by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users on the google search engine and other websites.

Google Analytics
A web analytics service offered by Google that tracks and reports on data gathered from your website. It can be used to track visitors from other websites and services and website goals.

Google My Business
Based on google maps, it is a place business can register so their business comes up in search results and allows people to leave the business reviews.

Google Search Console
A web service by Google which allows people to check indexing status, search queries, crawling errors and optimise visibility of their websites.


A word or phrase preceded by a hash symbol (#). It's often used within a post on social media to help you promote your post to those interested in that hashtag.

Heatmaps are used to analyse user behaviour and the structure of websites. Seeing where people visit on the page, click or scroll can be insightful into your audiences interests and how they navigate content.

A computer (server) that is constantly on and connected to the internet with high bandwidth to serve your website or app to visitors 24/7.

HyperText Markup Language is the code that is used to structure a web page and its content.

HTTP (Hypertext Transfer Protocol)
This is an application-layer protocol for transmitting hypermedia documents, such as HTML. It was designed for communication between web browsers and web servers, but it can also be used for other purposes.

HTTPS (Hypertext Transfer Protocol Secure)
Is an extension of the Hypertext Transfer Protocol (HTTP). It is used for secure communication over a computer network. See also SSL.


The number of times a post has been viewed, not the amount of people, so impressions may become high if people have viewed the post multiple times.


A computer language that is used on websites to create interactivity between the website and the visitor within the browser.


Keyword Density
Is the percentage of the frequency with which a keyword or phrase appears on a web page in relation to the amount of words on the page

Keyword Stuffing
In an effort to obtain an unfair ranking advantage in search engines, keyword stuffing is an obsolete search engine optimization method that is also known as webspam or spamdexing. It involves stuffing a web page's visible content, backlink anchor text, and meta tags with keywords.

Words or phrases that you want a web page to rank for in search results, and describes the contents of that page accurately.


Landing Page
A standalone web page made especially for a marketing or advertising campaign. It's the page that a visitor "lands" on after clicking an advertisement or a link in an email and is designed to give them all the information they need to convert into a lead or sale on that page.

Lead Magnet
A lead magnet is a free but useful item or service - i.e. a PDF download, newsletter subscription, or sample - that is offered in exchange for a website visitor's contact details, such as their email address. The objective is to identify visitors to the site and/or turn them into leads for future sales.

Lead Nurturing
The process of creating and preserving connections with clients at every stage of their sales & marketing journey, typically through marketing and communications message.

Lead Scoring
Depending on what actions a visitor takes on your website you can give them a score. When the score adds up to a predetermined value, you can mark that visitor as a warm lead and use marketing automation or other sales processes to convert them into a client or sale.

Link Building
Activities aimed at boosting the quantity and quality of inbound links to a webpage with the intention of improving that page's or website's search engine results.

Local SEO
A technique of search optimisation to rank higher for local search terms, using phrases such as ‘near me’ or the place your business is based in

Long Tail Keywords
Long-tail keywords are longer, more specific keyword phrases that users enter into search engines. They are less popular, but can be used to buld up ranking for more popular keywords that are more difficult to rank for.


Marketing Automation
Software that uses powerful tools to automate the sending of personalised emails, track leads, schedule social media posts and more. It saves businesses time & money by automating repetitive tasks.

Meta Description
The short paragraph you see under the title when the list of search results comes up in a search engine.

Meta Title
The text that appears on search engine result pages and browser tabs to identify the content of a webpage is referred to as a meta title, often referred to as a title tag.

Mobile Friendly
A website is considered mobile friendly if it functions effectively on a phone or tablet.


NPS (Net Promoter Score)
A specifically designed survey aims to determine the likelihood of the user recommending the company, product or service to others. The score is out of 10 and anything less than 7 is considered a poor score, where the user is unlikely to recommend them.


On-Page Optimisation
Measures that can be taken directly on a website in order to improve its position in the search rankings.

Organic Search Traffic
Organic traffic, also known as free traffic, refers to website visitors who arrive at your site from unpaid sources, such as search engines.


Page Speed
The speed at which a user's web browser downloads and displays an online page.

Describe the individual aspects of your different types of customers. You may have 1 or many personas for the different markets and audiences your business serves.

PPC (Pay Per Click)
A type of marketing which involves advertisers paying a fee each time one of their ads is clicked. Simply, you only pay for advertising if your ad is actually clicked on.


QR Code
Short for quick response code is a bar code type graphic that when scanned by the camera on smartphones can take the visitor to a webpage, app, or other services.


Remarketing / Retargeting
To show targeted ads to previous visitors to your website or app to entice them to return and remember your offering.

Responsive Design
An approach to creating web pages that use flexible layouts, flexible images and cascading style sheet media queries to fit the differing size screens on digital devices.

ROI (Return On Investment)
This is a value, sometimes monetary or other quantitative measure, that you have gained in comparison to how much you have spent.


SEO (Search Engine Optimisation)
The science and techniques to improve a website to increase its visibility in search engines. The more visibility a website has on search engines, the more visitors the website attracts.

SERP (Search Engine Results Page)
The list of results that a search engine returns in response to a specific word or phrase query.

Social Media Management
Tracking, analysing and creating a strategy on what to post where on which platform to get the most exposure, build your brand and generate leads.

SSL (Secure Socket Layer)
Stands for secure sockets layer. It uses security technology to establish an encrypted link between your website or app and your user or visitor (on your app or website).


Top Of Funnel
The top of funnel refers to the top of the sales or marketing funnel, where potential customers first enter. This is usually from advertising, search engine results or recommendations. It is the first point of contact when they first interact with your company, service or product.


UTM Tracking Code
In order to track a source, medium, and campaign name, you can add a UTM code to a custom URL. This makes it possible for Google Analytics to inform you of the source of visitors as well as the campaign that brought them to you and the particular ad graphic or message.


Visitor Recordings
Software that anonymously records and tracks what visitors do on your website so you can fix any problems with your UI and gain deeper insights into user behaviour.


WOM (Word Of Mouth)
Word of mouth is a highly effective form of marketing, where potential clients receive positive feedback from their friends or colleagues recommending your company, product or service.


XML Sitemap
A website's essential pages are listed in an XML sitemap file so that Google can easily identify and crawl them all. Additionally, it aids in the structure-understanding of search engines. You want Google to index all of your website's key pages.


YTD (Year To Date)
The current spend on your marketing so far this year. To be compared against the expected spend on marketing for the year, to ensure everything is on budget.