The Ultimate Guide to Digital Marketing Terms 2020

Written by

James Gleeson

May 8, 2020

14 minute read

Welcome to our first blog post!

We are kicking it off with a Digital Marketing Glossary. Digital Marketing can be quite daunting with all of it jargon.

Our delightful team here at Everblue has set out to breakdown and provide definitions, in easy to understand English, for the most common terms in Digital Marketing today.

Maybe you're looking at a report and you don't understand fully what attribution is? Or certain what certain abbreviations are?

This list is updating all the time and we add items to it that we while going about our days - if we think it's useful, we're sure you will too!

Below is a comprehensive list of every definition and abbreviation you might need in the digital marketing industry today. We hope you find this useful in that it provides a quick answer to your questions.

We will be releasing blogs in the near future where we explore most of these terms in detail and how to implement them for your business.

What is A/B Testing?

A/B testing is the process of comparing two variants of a single variable to determine which works best in order to improve your marketing efforts. For example, you could test two samples of Ad Copy & Graphics, targeted at similar audiences with minor changes, to see which Ad performs better. This is a highly effective method of ad testing, but it must be closely monitored.

What is an Acquisition?

Acquisition is when a visitor or possible customer is acquired to become a lead or paying customer through the use of marketing.

What is an Ad Extension?

Ad Extensions are further information that Google AdWords’ ads integrate related to reviews, address, pricing, app downloads & Site links.

What is an Ad Manager Account?

An Ad Manager Account allows you to run ads on the “Facebook Ad Network”. Many Facebook Ads are run with the help of Facebook Ad Manager Account.

What is an Ad Network?

An ad network is a network of diverse digital networks and properties where Ads can be published.

What is AdSense (Google AdSense)?

AdSense was a Google platform that let website owners publish Google network ads on their website and earn money. AdSense allows you to earn money from the relevant Ads that are published on your site.

What are AdWords (Google AdWords)?

AdWords is a Google-owned program that allows advertisers to place ads on Google Search Engines, targeted to specific industries and keywords.

What is AI?

AI is the term used to define computer or machine learning. In marketing it is used to deeply analyse people's habits on the internet, their interests, demographics, behaviours, and this information is used to help marketers and advertisers to target extremely granular audiences  and provide them with custom, personalised advertising content based on the information collected from AI.

What is Augmented Reality (AR)?

Augmented Reality is very tailored towards companies that sell physical products, especially in e-commerce. With Augmented Reality, your customers can use a dedicated app or a form of software that allows them to visualise your product within their current environment. Think about the scale of that for a second. You could see what a lamp would look like on your desk before you bought it. They could visualise what their new MacBook Pro looks like on their desk beside their current laptop before they buy. You could see what that dress would look like, before you buy it.

Retailers with Augmented Reality functionality are ahead of the pack when it comes to acquiring customers and making sales, if customers can see what their product looks like right before they buy it they are unlikely to shop elsewhere.

What is an Algorithm?

An algorithm is a set of coded rules that let computers, operating systems, etc. perform a specific task under specific rules. For example, Google uses its algorithm for determining the ranking and quality of websites based on a users search intent.

What is Algorithm Update?

An algorithm update is any modification or alteration made to a particular algorithm, for example, Google updates its Search Engine Algorithm hundreds of times a year. Which can often re-jig the search engine rankings.

What is Alternative Text (Alt Text)?

Short for Alt Text, it is added to the HTML code for images that lets visually impaired website users, get details of an image. Example: Image of a Ferrari with a nice backdrop <img src="ferrari.png" alt="RedFerrari under Eiffel Tower ">. Alt text also allows search engines to crawl through the images and helps in SEO ranking.

What are Analytics?

Analytics are, in a marketing context, the analysis of qualitative and quantitative data from your website or advertising campaigns. This is used to shoot towards a constant improvement of the online experience that your customers, and potential customers have. It is also vital for tracking trends of your traffic, any massive drops and also most common audiences. Analytics can also tie into advanced re-targeting for a paid advertising strategy.

What is Anchor Text?

Anchor Text is the coloured, clickable words, which are used in a hyperlink, that act as a ranking signal to Google. It provides background about the target site and plays an important role in SEO.

What is Attribution?

Attribution is a strategy that allows digital marketers to measure the overall impact that marketing efforts made on a purchase or sale. For example, if marketers want to see how their paid advertising campaign performed, they may measure the cost per lead, cost per conversion and compare it to their forecasts. On the other hand, we don't always have this data, for example, billboard and TV advertising can be challenging to track the true impact of.

What is Automation?

Automation is the process of using programs to automate recurring Digital Marketing Tasks through some Digital Marketing tools. For example, report generation and email sequences are be prime examples of automation. Such as requesting a review after you sell a product or complete a service.

What is Average Position?

Average position is a Google AdWords metric that let advertisers know where their ads are displaying in Google’s SERPs. (Average basis).

What is Awareness?

Awareness is the process of  increasing the visibility of your business online, potential consumers will become conscious of your product or service, which increases the chances of obtaining a new customer. Awareness can be achieved through rigid social media strategies, paid advertising strategies, content and email strategies. Awareness is usually a byproduct of a very efficient overall digital marketing strategy.

What is a Backlink?

A backlink is essentially when one website includes a hyperlink to your, or any other website. If a website ‘A’ gets incoming backlinks from websites B and C then those backlinks are votes of trust for website A and act as an SEO ranking factor.

What is a Banner Ad?

A banner ad is a Digital Image Ad that is placed on many websites.

What is Bing?

Bing is a web-search engine (owned by Microsoft). Users experience search services for web, image, video, and map search.

What are Bing Ads?

Bing ads are a pay-per-click advertising platform that permits advertisers to promote Ads on both the Bing and Yahoo search engines.

What is Black Hat SEO?

Black Hat SEO is the process of using tactics that are immoral or unethical to increase a website’s rank in search engines, by means which violate the terms of service. Such practices almost always lead to a manual correction by Google and can leave your site permanently paralysed in the search engines.

What is a Blog?

A blog is a website, or section of a website that connects with users or target-audiences by way of regular content, for the purpose of informing, attracting & engaging those users.

What is a Bot?

A bot is a computer program that crawls or visits websites. It is software that automates tasks which are usually done by humans. - but a speed which is impossible to achieve with a human - we are limited after all!.

What is Bounce Rate?

There are two types of bounce rate.

Website Bounce Rate: The percentage rate of website visitors, who leave a site immediately without further interaction on that website. This results in low conversion rates as these visitors do not stay on your site long enough to read your content.

Email Bounce Rate: The rate at which an email is unable to be delivered to a recipient’s mailbox. A high bounce rate can imply your lists include many invalid, or out-of-date email addresses.

What is Branding?

Branding helps develop credibility and communicates what your business is about, what makes your business unique and why they should do business with you.

What are Breadcrumbs?

Not the edible kind of breadcrumbs, but in a marketing context, it is a navigation link at the top of a web page that shows the visitor about the page they are on. e.g. Home > Services > Individual Service > Price. You can then click your way back the way you came if you get lost!

What is Business Manager?

A Business Manager is a Facebook platform that lets marketers oversee many pages and ad accounts.

What is a Call-to-Action (CTA)?

A Call to action is a link or button that you add to your website with the intention and hopes of converting visitors to leads. CTAs are a vital marketing tool, insofar as they entice a website visitor to eventually become a lead.

What is a Campaign?

Various advertising messages that are used to promote a product or service, on different search & advertising platforms such as Google/Yahoo or Social Media platforms. (Instagram, Facebook, etc.) Campaigns always come with a goal, and the ability to track the progress towards that goal.

What are Canonical tags (rel=canonical)?

Canonical tags are pieces of code which tells the search engine that a particular URL signifies the master copy of a page. It is a way of avoiding duplicate content issues on a website.

What is a Click-Through-Rate?

A click through rate (CTR) is a metric that indicates how effective the advertisement was in getting your target audience to click on your advertisement. This can be calculated by dividing the number of clicks on the ad with the number of impressions.

What is Code?

Code is a computer language such as HTML, CSS, JS, and PHP that is used for constructing a website. Instructions, from which a computer program is created, is referred to as code.

What is a Contact Form?

A contact form located on a website which visitors can fill out in order to contact the website/business owner. Usually requires visitor’s basic information.

What is Content?

Content is online media that can be read, interacted, watched and shared. Content plays one of the largest factors in driving traffic to a website and also for ranking in Search Engines. Content must be created to provide value to a user and satisfy their search intent. Examples can include blogs, e-books, white-papers, videos, Facebook posts & images.

What is a CMS (Content Management System)?

A content management system (CMS) is the system used to manage the content on your website. The most popular CMS systems people lead on are Wordpress, Squarespace, Joomla, and Webflow (our favourite!)

What is a Conversion?

A conversion is getting an online visitor to complete an action, i.e filling out a contact form, making a purchase, or making a call.

What is a conversion rate (CR)?

The Conversion Rate (CR) refers to the rate at which a visitor takes a desired action which is predefined by an advertiser running paid ads. Once you set conversion goals, you will measure your success by the conversion rate.

How do you measure CPA (Cost per Acquisition)?

Cost per acquisition is a metric used in paid advertising which shows the amount of money spent on obtaining a new lead or a customer. Calculated by dividing the total amount spent by the number of conversions (over a certain amount of time).

What is CPL (Cost Per Lead)?

Cost per lead refers to the price that advertisers have paid as a result of an online campaign, usually through Facebook Ads where you can specifically run a campaign targeted towards getting some leads. This is calculated by dividing the number of leads acquired by the total amount spent. The Cost per lead is a good way to measure the effectiveness of a campaign.

What is CPC (Cost per Click)?

Cost per click is a metric used in paid advertising which defines how much an advertiser was charged for each click on their ad. This is a very effective way to measure the cost effectiveness of your ad, the impact of the creative and can also be used in tandem with A/B testing.

What is CPM (Cost per Thousand)?

CPM is a metric which defines to cost for getting 1,000 impressions on their ad. (M = Roman Numeral for 1,000)

What is a Crawler?

A crawler scans websites to find new content. It also evaluates the quality of web pages - highlighting the importance of on-page seo, off-page seo and technical SEO.

What is Credibility?

Credibility is important for your customers to establish trust and belief in your product or service. Credibility is a factor in determining if people choose you over your competitors. One key way that consumers do this is by checking out a firms online reviews.

What is CRO (Conversion Rate Optimisation)?

Conversion Rate Optimisation is a digital marketing component that is responsible for optimising the conversion rate of web pages to accomplish the goal of a campaign. This done by taking out all irrelevant information and highlighting a clear CTA on a landing page for customers to make a purchase within a few clicks.

What is Customer Lifetime Value (CLV)?

Customer Lifetime Value (CLV) is how valuable a customer is to a business over their tenure as customer. It’s generally a prediction of the monetary value of a customer in the long-term.

What is a Dashboard?

A dashboard is a page that includes and highlights collective data regarding the performance of a marketing campaign or website. It pulls information from different data sources and showcases them in the most efficient and easy-to-read way.

What is Digital Marketing?

Digital Marketing is an umbrella term that combines marketing activities such as SEO (Search Engine Optimising), PPC (Pay-Per-Click Advertising), CRO (Conversion Rate Optimisation), email marketing, social media marketing, web design, blogging, and content marketing.

What is a Directory?

A directory is a website that is used for categorically listing other websites that offer similar products/services. eg: Party Bus companies Dublin.

What is a Display Ad?

A display ad is an online banner ads that may include images, video, and audio, which can be seen on blogs, news sites, social media and other places on the web.

What is a Display Network?

A display network is a network of sites and apps that show display ads on their web pages. Google’s Display Network spans around 2 million websites!

What is a DM (direct mail)?

Direct Mailing became prevalent on Instagram, and allows users to directly message each other.

What is a DNS (Domain Name System)?

Domain Name Systems give IP address a name, a for internet users, remembering letter and words in website URL is easier compared to remembering numeric characters of IP addresses.

What is Domain Authority?

Domain Authority represents the credibility of a website. A brand new website which has no traffic will have a minuscule domain authority, however, larger websites that have been around for years will have a high domain authority. Domain Authority is one of the biggest factors when it comes to ranking through SEO and is achieved through consistent, high quality traffic with thousands of ranked keywords and backlinks. It can take years to build Domain Authority, so usually it is the industry leaders at the top of the pyramid (Amazon, Youtube, Apple, etc).

What is Duplicate Content?

Duplicate content is found in occasions when parts of the same text are found in two or more different places on the web. This can cause issues in SEO ranking and can be detrimental to your performance on Google. It can also cause some copyright issues if content is copy and pasted directly from a different site with no accreditation.

What is Dynamic Content?

Dynamic Contents is content based on the information you gather about your visitor, you can target personalised content to that customer. It creates a customised experience for your visitor based on their interests or past behaviours on your website.

What is E-Commerce?

E-Commerce is the act of buying or selling products or services online. Eg: Amazon, Ebay, Shopify.

What is Email Automation?

Email Automation is the ability to send certain email sequences to certain segments of your target audience based on their interested and search habits.

What is an Email List?

An email list is a collection of email addresses that can be used for channeling targeted email marketing campaigns to the audiences whose email address is set up under that Email list. An email list is usually built through the use of a lead magnet such as a newsletter, e-book or exclusive content.

What is Email Marketing?

Email Marketing is the use of email for producing leads, promoting promotions and obtaining customers. Types of Email Marketing include, Newsletters, Events, Marketing Offers and Announcements.

What is Engagement?

Engagement is when a user interacts with your company (or vice-versa). This can develop strong connections with your current and potential customers. Engagement is usually measured on Social Media or on Blog posts where users can comment and share.

What is an Engagement Rate?

Engagement Rate is a social media metric used to portray the amount of interaction (likes, shares, comments) a piece of content receives.This metric is used to determine if your messages are resonating with your social followers.

What is Facebook Ads Manager?

Facebook Ads Manager is a tool that is used for creating, channeling and managing Facebook ads in the most automated and economical manner.

What is Facebook Advertising?

Facebook Advertising is marketing on Facebook through Facebook Ads which gives marketers the ability to reach the target audiences of their choice via Facebook’s ad network.

What is a Facebook Business Page?

A Facebook Business page is used to represent a brand, business or company and gives users access to Facebook Ads Manager.

What is a Facebook Profile?

A Facebook profile is a personal Facebook account created by a user by signing up on Facebook.

What is a Facebook Pixel?

A Facebook Pixel code used to track visitors to a website and to measure conversion rates through the integration of custom conversions. Conversions can also be categorised and measured individually.

What is a Featured Snippet?

A featured snippet information in the form of summary that Google draws from a website and places directly into search results for showing quick answers to common and simple queries that searchers type in search bars.

What is a Form?

A forms helps your page visitors provide you with information about themselves in exchange for your content. These can result in leads.

What are Forums?

Forums are generally considered to be outdated, especially with the modern social media era. That assumption, however, may be a little hasty! Forums in certain industries are busier than ever and knowing the correct way to use forums can save you time and trouble.

What is a GCLID (Google Click Identifier)?

Google Click Identifiers are a small string of numbers and letters, which are used as a unique ID badge for visitors to a website. This can help track the efficiency of paid advertising campaigns.

What is Google?

Google is an American multinational technology corporation that focuses in Internet-related services and products. These services &products include online advertising technologies, a search engine, cloud computing, software, cell phones, computers, etc.

What is Google AdWords?

Google AdWords is an online advertising platform of Google that allows advertisers to reach customers via search and display networks. Pay Per Click Ads on Google run via Google AdWords.

What is Google Analytics?

Google Analytics is an Analytics platform created by Google, which is used for analysing how users interact with and use a website.

What is Google Authorship?

Google Authorship is you publish on a particular domain to your Google+ profile.

What is Google Hummingbird?

Google Hummingbird was a Google algorithm update in 2013, that was intended to completely update the way Google interpreted the search queries of users. Code name was derived from the speed and accuracy of a hummingbird!  This update meant that search results are now directly related to the query typed in search bar.

What is Google Maps?

Google Maps provide location and navigation services via Google Maps. Using this, users can easily find any location at the click of a button.

What is Google My Business?

Google My Business is platform that businesses can use to provide business information like name, address, phone number, website link, hours of operation, and reviews to appear in search results, and much more. Google My Business also plays a key role in a firms Local SEO efforts, it shows activity and responsiveness. Especially when it comes to obtaining and responding to reviews.

What is Google Panda?

Google Panda was a Google algorithm update in 2012, that was a major change to Google's search results ranking algorithm. The change intended to lower the ranking of low-quality sites and return higher-quality sites near the top of the search results.

What is Google Penguin?

Google Penguin was a Google algorithm update in 2012, that focused on analysing the quality of links pointing to any particular site. It checks the overall quality of the Backlink profile of a site. This caused sites with “dodgy” backlinks to be devalued & was referred to as the “Google Penguin Penalty”.

What is Google Pigeon?

Google Pigeon was a Google Algorithm update in 2014, that aimed to increase the ranking of local listing in a search. It focused on offering locally relevant results to searchers. This algorithm plays a significant role in success of local businesses.

What is Google Search Console?

Google Search Console is known as Webmaster Tools up until 2015, Google Search Console is a web service by Google which allows webmasters to check indexing status and optimise visibility of their websites.

What is Gravity Forms?

Gravity Forms is a WordPress plugin that keeps track of all completed form submissions and adds a customisable contact form to a website.

What is HARO (Help A Reporter Out)?

HARO is short for Help a Reporter out. They are emails which are sent three times a day from Monday to Friday, with the intent of gaining PR and link building opportunities to get that link juice.

What is a Hashtag (#)?

A hashtag is used in social media as a way for tagging content so that users can find them easily. When you add a Hashtag to a post, it will let users find that post when they search for the same topic. Eg: #WorldCup2022.

What is a Header Code?

Header codes are certain codes that are placed in header section to find things like Schema Markup, Adwords Code, Analytics Code, and other tools.

What are Header Tags?

Header tags are certain levels of titles (h1, h2, h3, etc) that are used for categorising different text headings in a web page. They are used for titles and major topics of a Web Page and play important role in SEO. H1-Page Title,H2- Secondary Title, H3-Sub-header Title, H4-another Sub Header. Header tags help google understand the structure of your website.

What is a Header?

The header is the top portion of a web page that includes the logo and menu.

What is a Heatmap?

A heatmap shows how users interact with your site graphically. Heat mapping tools are used for tracking where users click on a page, their scrolling behaviour, and other related details.

What is a Hreflang Tag?

A hreflang tag is a code in the HTML of a website that lets search engines know about the spoken language used by a web. It is quite useful for websites that have versions in several languages.

What is HTML (Hypertext Markup Language)?

HTML is a set of codes that lets web browsers know how to display a web page.

What is HTTP (Hyper Text Transfer Protocol)?

HTTP is a protocol used by the World Wide Web for defining how data is formatted and transmitted on the web.

What is HTTPS (Hypertext Transfer Protocol Secure)?

HTTPS is a secured version of HTTP with an added layer of SSL. HTTPS now plays a key role in Google Rankings, and also, your credibility to a customer. Especially if they are making a purchase or submitting their information to you. A secure site will always convert better than a non-secured site.

What is a Hyperlink?

A hyperlink is a HTML code that is used for creating a link from one web page to another web page. When you click on it, you will be directed to the destined location.

What is an Impression?

Impressions represent the number of times an Ad is shown. This is one of the most popular terms of Pay per Click Advertising.

What is an Inbound Link?

An inbound link is a link coming to your website from another site (blog post, website, etc.). Websites that receive substantial inbound links are more likely to rank higher in search engines. They also increase referral traffic.

What is Inbound Marketing?

Inbound Marketing is marketing that goes along with the normal flow of someone’s actions. Done through efficient targeting and ties into a sites content and email strategy to strive towards the overall goal of increasing revenue and leads. Other examples include Search Engine Optimisation, Blogging, Pay Per Click advertising. These actions help visitors find what they are looking for and usually have a higher conversion rate than Interruption Marketing techniques.

What is an Index?

Index refers to all of the web pages that Google has crawled and stored so that they can be shown to Google searchers. The act of Google copying a web page into its system is Indexing.

What is Interruption Marketing?

Interruption Marketing includes most conventional forms of marketing such as TV, radio, signs. They interrupt a person’s normal flow. Usually more expensive and effective rather than Inbound Marketing techniques.

What is an IP Address (Internet Protocol)?

An IP address is an address that distinctively identifies a device that uses the internet. Types include static and dynamic.

What is Java?

Java is a programming language used to create applications that can run on different devices. You can use Java on its own while you can use JavaScript only in web browsers and applications.

What is JavaScript?

JavaScript is a programming language that allows developers construct interactive sites. Most of the dynamic behaviour you see on a web page is due to JavaScript. It can be used in creating websites, apps, pop-ups, and special effects.

What is a Jump Page Ad?

A Jump Page Ad is a web page that is made to appear temporarily in order to capture the user’s attention as a promotion or to gather user information in a survey.

What is a Keyword?

A keyword is a word or phrase that suggests about main theme of any web content. Alternatively, the queries or phrases that searchers type in Search Engines to obtain their desired search results.

What is Keyword Density?

Keyword density is the percentage of how often a certain keyword is used in web page content. Keyword density is an important SEO ranking factor as it can highlight evidence of keyword stuffing.

What is Keyword Stuffing?

Keyword Stuffing refers to the unnecessary and excessive use of particular keywords in substance for manipulating search engines. It is widely regarded as an unethical method of SEO and will lead to a manual penalisation of your website.

What is a KPI?

A KPI is a performance indicator or key performance indicator (KPI) is a type of performance measurement. A business may use KPIs to evaluate its achievements, or to evaluate the success of a certain project in which it is engaged.

What is Lead Generation?

Lead generation is the process of attracting and converting new potential customers in order to drive future sales. Lead generation is usually done in tandem with paid advertising, content creation, email marketing and also landing page optimisation, which is primed for converting leads into real customers and pushing them down the sales funnel.

What is Lead Nurturing?

Lead nurturing is a process used in inbound marketing for pushing leads further in the buying lifecycle by targeting them with contextually relevant content. This can be done through channels such as email or social media, webinars and e-books.

What is a Lifecycle (Customer Lifecycle)?

A Lifecycle is the stages used to define the relationship that you have with your potential or existing customers. Common lifecycle stages are Awareness, Evaluation, Purchase, and Retention.

What is a Lookalike Audience?

A lookalike audience is one of the custom audiences used in social media targeting - popularised by Facebook and LinkedIn. It helps you target audiences with similar characteristics to existing ones. Or audiences similar to those that have purchased from you in the past, or spend the most time on your site. Lookalike audiences allow you to refine your target audience to those who are actually interested in your product offering, and will therefore represent a more efficient campaign.

What is LTV (Lifetime Value)?

LTV is a useful metric that helps you find out what customer groups are valuable to your business and what total worth they bring during their lifetime.

What is Marketing Automation?

Marketing Automation is a way of managing and automating all your marketing processes across channels.

What is Mar-tech (Marketing Technology)?

Mar-tech is a term used to describe the overlap between marketing and technology.

What is MVP (Minimum Viable Product)?

A minimum viable product is a term used to describe the most basic version of a product that can carry out its desired function.

What is Native Advertising?

Native advertising is a popular type of social media advertising where an ad follows the form, function, and feel of the content of the media where it’s placed. Native ads are currently considered more effective in terms of engagement, as they enable marketers to target audiences with content that closely matches their experience.

What is Omni-channel Marketing?

Omni-channel Marketing is a cross-channel marketing strategy that focuses on delivering unified experiences - regardless of the touch-points or devices your customers are using.

What are Open Rates?

Open rates are used in relation to email marketing. Basically, this value shows you many recipients have opened your email compared to how many emails how you have sent.

What is Page Authority (PA)?

Page Authority, similar to Domain Authority, represents the trustworthiness that a single page poses to Google. Page Authority is built up over time for a page that contains useful content for its viewers and maintains a consistent level of organic traffic.

What are Page Views?

Page Views represent all the visitors of your website. Each reload of the webpage by the same visitor counts as a new page view.

What is Pay-Per-Click (PPC)?

Pay-Per-Click (PPC) is a common term and a common service which marketing agencies offer. PPC refers to Paid Advertising where you literally pay a small fee every time someone clicks on your ad.

What is Personalisation?

In the context of marketing, personalisation is a popular practice that enables you to tailor user experiences by delivering personalised content to specific users based on behaviour and context.

What is Position 0?

Position Zero is used in search engine optimisation to describe the featured snippet of text that shows up in search right before the search results.

What is a Qualified Lead?

In digital marketing, a Qualified Lead is a term used to describe a lead that has shown interest in your brand and based on specific set of qualification criteria is likely to become a new customer.

What is Referral Marketing?

Referral marketing is the process of promoting products or services to new customers through referrals or recommendations. Traditionally done through word of mouth.

What is Re-marketing?

Re-marketing is an effective way to reconnect with your website visitors who have not achieved a desired action like signing up for a service or buying a product.

What is ROAS (Return On Advertisement Spending)?

Checking your ROAS gives you the ability to see if your paid advertising is making an impact - a calculation of the results (purchases, downloads, page views, etc.) divided by the budget spent on advertising. ROAS only takes into consideration the money spent on advertising and the money gained out of it.

What is ROI (Return On Investment)?

ROI measures the performance and the efficiency of your investment. ROI is usually a key metric to marketers and clients as it can be measured against their own goals & expectations. It can also highlight areas to be improved on.

What is RPC (Revenue Per Click)?

RPC= Goal Value x Conversion Rate. This helps you understand whether your ad or keyword is profitable.

What is SaaS (Software as a Service)?

SaaS is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. Is also known as on-demand software, can be beneficial for companies as they do not need to invest money to develop their own software. For example: Google, Dropbox, Salesforce.

What is SEA (Search Engine Advertising)?

Search Engine Advertising is a technique of gaining traffic to a website through paid advertising like Google Adwords or PPC (Pay-per-Click advertising).

What is SEM (Search Engine Marketing)?

Search Engine Marketing is the practice of diverting more traffic towards the website by increasing the rank of the website on popular search engines like Google, Bing, Yahoo etc.

What is SEO (Search Engine Optimisation)?

Search Engine Optimisation is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

What is a SERP?

SERP stands for Search Engine Results Page. The SERP lists all of the results which are the best match for a users search intent. Every SERP it usually dished with a handful of paid ads at the top, and then the cream of the crop organic listings for your query.

What are Shoppable Posts?

Shoppable Posts are mostly used on Instagram. They enable you to turn your account into visual stores with the help of product tags. You can add them to your images and link them to your web shop.

What is a Site Catalyst?

Site Catalyst allows marketers to measure and analyse data from multiple marketing channels.

What is a Soft Bounce?

A Soft Bounce is a term used in email marketing to notify a sender that their email was delivered to the recipient(s), but ‘soft bounced’ back. Common reasons are a full inbox, a heavy email. or an email server that is temporarily down.

What are Social Signals (SS)?

Social Signals are the collective number of likes, comments and shares that your social media pages get. It shows engagement and enjoyable content, which allows search engines to see your website as a valuable resource.

What is SMO?

SMO stands for Social Media Optimisation. SMO is used to make it easy for your followers to find you, and also for search engines to notice you too. If your firm has regular activity and a lot of social signals, your SEO efforts will benefit as it shows users enjoy the content you are creating.

What is TOFU (Top of the Funnel)?

In marketing, TOFU stands for the first stage of the buying funnel. At this point - also called the awareness point, your target audiences are typically wide and have challenges that you can help them solve through helpful content such as guides or best practices. Your messaging has very little to do with the product or service that you are selling.

What is URL (Uniform Resource Locator)?

URLs are what we use in the address bar of our browser to tell our browser where to go to get the information we want.

What is utm_id?

A utm_id is a classification campaign code used for Google Analytics. These classifications make the enables you to track your campaign URLs in your analytics platforms and measure their performance.

What are UTM Parameters?

UTM parameters are simply tags that you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking purposes. Parameters can include the medium, source, campaign, term, content. These parameters can also be customised.

What is a User Interface (UI)?

A User Interface is anything that a user will interact with online or through an app. UX on the other hand refers to the user experience, and it relies on refers on the practice of user interface design. This plays a key role in on-page SEO. Google prioritises how users interact with your site, so if it is easy to use and very aesthetic, enjoyable and practical, you will see the impact.

What is a UV (Unique Visitor)?

Unique Visitor stands for a visitor that returns to your website repeatedly in a set period. Contrary to Page View, UV is tied to one visitor, so even if they visit a website ten times (which results in ten page views), the UV still counts as one.

What is Viral Content?

Viral content is content that gets very popular fast, usually across social media and news outlets.

What is Voice Search?

Voice search is an increasingly popular technology that allows users to search the web, a website or an app using a voice command. The popularity of this can be seen through the amount of Alexa's and Google Assistant devices in circulation.

Have you seen something we missed? Get in touch & let us know so we can add it in! This list is changing and being updated all the time.

About the author

James Gleeson

Driven by a passion for people, marketing & helping business owners succeed, James is the Founder of Everblue Digital, he works hands-on with companies to help them reach their goals through integrated digital marketing strategies. Either as an external consultant or an extension to your in-house marketing team, James brings invaluable experience to the table.

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