Get ready to decode all digital marketing terms with us! This comprehensive glossary of terms will provide a clear understanding of the lingo and help you navigate the ever-evolving world of digital marketing. 76% brands rely on this approach to reach their audience, increase sales, generate leads, and improve conversion. As this field is rapidly taking over the marketing world, every marketer should have a good command of digital marketing terms.
Today, we have brought a thorough digital marketing terms glossary for you. This glossary can work as a refresher course for seasoned digital marketers & an introductory one for noobs. It covers all the important terms in digital marketing that should be at your fingertips.
Most Commonly Used Digital Marketing Terms
There are hundreds of marketing terms floating around the digital marketing community. You need to know them so you can understand the marketing jargon to understand & create digital marketing strategies. Therefore, you can check out this digital marketing terms dictionary and refer to it as a trusty guide.
- User Experience
User experience is based on all aspects of a customer’s interaction with a brand and its products, such as an easy-to-use website, quick order placement, on-time delivery, good quality products, and more. Companies need to learn and consider user experience to maintain customers’ needs and happiness. Good user experience is responsible for attracting new customers.
For example, if someone visits a website and faces issues with the layout or loading speed, there is an 88% chance that they will leave immediately and never return to the site. Unless business owners want to repel their consumers, they must focus on improving the user experience.
- Customer Persona
Customer or buyer persona is a detailed description of a brand’s target audience. Customer persona can be one or multiple fictional representations, focusing on the key traits of various types of people a brand is catering to. These personas are created based on research and data collected during customer research. Having a customer persona helps digital marketers create effective and engaging marketing campaigns, as it reflects on who the customer is and what form of communication they prefer.
Companies use two methods to create buyer personas:
- Data-Driven: It is based on key traits of the existing customers and target audience, acquired through customer research and analytics.
- Proto or Lean Customer: It is based on information collected from people within the organization. Companies use it when they do not have the budget to conduct extensive customer research.
Digital marketing utilizes analytics to translate customer behaviors to achieve a high return on investment (ROI) in marketing campaigns. These analytics are based on customer data collected through various analytics tools. These tools examine the data to find identical patterns to make effective predictions for future marketing campaigns. In simple words, analytics tell marketers about what they are doing right and what they are doing wrong in their approach. Analytics is used in all forms of marketing, such as social media marketing, email marketing, and paid ad marketing among others.
- Marketing Funnel
A marketing funnel is a sales model representing a customer’s entire buying journey. It visually highlights the steps a customer takes to complete the desired action. The desired action can be related to sales, increasing web traffic, or improving social media engagement. This phenomenon is named funnel because as the customer’s journey moves forward, more people lose interest, and only a selected few end up completing the desired action.
Companies develop different types of funnels to predict customer behavior. Some marketing funnel types are:
- Lead magnet funnels
- Social media marketing funnels
- Sales funnels
- Video sales funnels
- Email marketing funnels
- Webinar or event-based funnels
Despite their type, each marketing funnel has four primary stages, which are:
- Awareness: In this stage, a person becomes aware of a company’s product or service through ads, search engines, social media posts, or a referral. Companies need to convince the person why they are the best in the industry to ensure they move forward to the next step of the funnel.
- Interest: This stage allows companies to build a strong relationship with a potential customer as the buyer wants to learn more about the brand and its products. Companies can nurture leads by educating the buyer instead of aggressively pushing the sales perspective.
- Desire/Decision: This stage determines whether a person will complete the desired action or not. In this sales funnel stage, customers compare the prices and product quality with competitors to determine if it is a good deal. Companies need to reel the customer in through discount codes, free shipping, or other promotional offers.
- Action: Now, the person will either complete the desired action (converting into a customer) or leave the company’s website. Even though it is the final stage of the marketing funnel, the customer interaction and journey with the brand are not concluded. Companies need to make the rest of the process positive to ensure the customer uses their service again.
- Market Segmentation
Marketing segmentation categorizes the target audience into subsets based on their key traits and demographics. Marketers divide the target audience to turn them into more approachable groups, as it is impossible to attract each group’s attention with the same marketing technique. Market segmentation is conducted based on demographics, pain points, needs, shared interests, and other psychological and behavioral features. It has multiple types, which are used for different business models, such as:
- Demographic Segmentation: It is used explicitly for B2C marketing. This segmentation classifies the target audience based on individual attributes, i.e., geography, gender, education, and income level. This is a simple segmentation model, perfect for small businesses.
- Firmographic Segmentation: This segmentation technique is commonly used by B2B marketers. It is similar to demographic segmentation, but marketers look at organizations’ characteristics instead of focusing on customers’ attributes. Firmographic segmentation collects data on the company, industry, location, revenue, and total number of employees.
- Psychographic Segmentation: It focuses on certain behaviors of the target audience, such as product usage, preferred technology and electronic devices, and lifestyle choices. Both B2B and B2C companies use this segmentation technique to target potential customers based on their lifestyle values.
- Behavioral Segmentation: This B2B and B2C segmentation technique categorize target audience based on their purchase behaviors, consumption, and product usage.
- Market Automation
Market automation is completed by using software that automates and handles routine marketing tasks that normally require human interaction. It automatically sends out emails for email marketing campaigns, posts on social media forums, and efficiently carries out ad campaigns. The market automation software even personalizes workflows to deliver the right content at the right time to the right audience. This keeps the customers engaged and prevents a nurtured lead from going cold.
- Landing Page
The landing page is a webpage a customer directly lands on after clicking on a marketing link. Customers get exposed to marketing links through emails, social media ads, and search engine results. A landing page differs from a site’s homepage and other website pages. It is a standalone component that is specifically created for marketing and advertising campaigns. Website visitors check the page to determine what a company offers and if it meets their needs. Therefore, it must contain compelling information and images to drive conversion.
A key Performance Indicator or KPI is a measurable metric that represents the performance and achievement level of the primary business objectives. Companies evaluate KPIs to check the progress and success of marketing campaigns to see whether they are reaching the defined target. However, it is a strategic task to make good KPIs. A good KPI is concise, realistic, and easy to measure. It should be perfectly aligned with the business goals. Moreover, it needs to be actionable and have a reliable measuring metric. Businesses usually create the following two types of KPIs:
- High-Level KPIs: These measure the company’s performance and achieved outcomes as a whole.
- Low-Level KPIs: They measure the performance of departments, teams, and individuals within the company.
Return on investment or ROI measures a marketing campaign’s profits and loss ratio. The ROI shows which marketing strategies are effective & identifies the ones that should be changed to gain better outcomes. Moreover, it helps allocate future marketing budgets only to useful initiatives. A good ROI depends on the amount of risk the investor is ready to take and the total time required for the investment to bring in profits. ROI is also dependent on the amount of investment. Essentially, low investments create fewer profits than larger investments. Most companies choose the low-investment option because it is less risky.
ROI Calculation Formula
ROI = (Total Investment Gain/Cost of Investment) x 100
Customer relationship management or CRM is a software system that helps companies track and regulate interactions with leads and customers. The main goal of using CRM is to improve business relationships by maintaining a strong connection with customers and streamlining multiple processes, such as:
- customer information
- creating a grouped customer file based on their key traits
- creating a complete contact profile for each customer
A conversion is achieved when a visitor completes the desired goal of the marketer by responding to the call-to-action (CTA). The desired goal can be making a purchase, filling out a form, or subscribing to the brand’s newsletter. When the percentage of this conversion is calculated, it turns into the conversion rate.
Conversion Calculation Formula
Conversion = Total Number of Conversions/Total Number of Website Visitors
- Lead Generation
Lead generation is the process of identifying, reaching, attracting, and converting online users into potential buyers. Companies generate new leads through email marketing, social media marketing, and paid advertisement. It is the digital marketer’s job to create a strategic plan that is sure to grab customers’ initial interest. If the customer is not hooked on the first stage, it is impossible to convert them into a buyer and increase the company’s sales.
Marketers use two types of lead generation to reach customers:
- Outbound Leads: It is the process of gaining customers through direct emailing, cold calling, and advertising across multiple platforms.
- Inbound Leads: It is the process of converting web visitors into customers through engaging content, discount offers, and urgent call-to-actions (CTAs).
- Target Audience
Each product is designed and developed for a specific population. To reach that population through marketing campaigns, marketers create a group of people based on demographics, buying behaviors, and key traits. This group is called the target audience. Each company has its target audience and one company can even have more than one target audience group if it offers a vast variety of products. To finalize and assemble their target audience, marketers focus on these characteristics (including but not limited to):
- Net income
- Internet search history
- Marital status
- Purchase history
- Brand (Branding)
Brand or branding is used to inform customers about a company’s values and its products. Business companies use branding to build their brand identity. In the world of digital marketing, digital branding is the process of developing an online brand presence on several digital forums, such as the company’s website and social media platforms, through online advertisements, content marketing and ORM. Despite their similarities, digital branding differs from digital marketing as it focuses on building relationships through customer engagement. Meanwhile, digital marketing is based on lead generation, conversion, and sales.
A keyword is a word or a combination of several words that people use to search for information on the internet. An internet user writes or verbally dictates these terms as a query on the search engines. In return, the search engine suggests the most relevant web pages to the user. Keyword placement is an SEO strategy that helps improve web page ranking on search engine result pages (SERPs). SEO experts extract key terms that have a high search intent, and then those terms are used in web content, meta, and alt description as keywords.
A backlink is part of an off-page SEO strategy to improve a website’s ranking on SERP. Companies reach other websites and collaborate with them to get their business link featured on their sites. For example, if you sell shoes online, you can request a blog that rates show manufacturers to feature your website’s link on their page. If they agree, your page will be backlinked to the blogger’s website. Backlink acts as a reference and a vote of confidence for the search engine. If search engines believe that an established website is favoring you, they will deem you as a credible source.
A campaign in digital marketing consists of planning and executing marketing strategies across various digital channels. A campaign engages the customers, generates new leads, and increases conversion rates. Marketing campaigns are different for each platform because it is customized according to the audience.
Graphics are visual illustrations on the website that helps companies establish their brand identity. It plays an important role in attracting and influencing leads and turning them into loyal customers. Graphics contain more than aesthetically pleasing images. Graphic designers create informational pictures, charts, and videos, as people prefer this form of content. It is much easier and faster to gather knowledge from graphics. Moreover, 65% of the general population is based on visual learners who are more likely to prefer receiving information through graphics.
- Affiliate Marketing
Affiliate marketing is promoting products of other companies or retailers on social media to receive commissions. Affiliate marketers use their personal profiles or create specific accounts to market products. Every time a person buys a product using the affiliate marketing link, the marketer receives a certain amount of profit. Affiliate marketing platforms are free to join and do not have any startup fees, making it a smart online business idea.
There are three types of affiliate marketing:
- Unattached Affiliate Marketing: In this model, the marketer has no personal or business attachment to the product they are promoting.
- Related Affiliate Marketing: In this type, the affiliate is not directly connected with the product but they have niche authority and influence which helps them forward promising leads to the retailer.
- Involved Affiliate Marketing: Here the affiliate marketer is directly connected with the product or service. They can be a retailer or product developer. Their reputation will be damaged if the recommended product is not up to the mark.
- Customer Lifetime Value (CLV)
Customer lifetime value or CLV covers the total value of a customer’s relationship with a business company. It measures the total income a business has gained from a customer over time. Through CLV analysis, companies can predict customers’ future buying behavior. The CLV ratio shows if the customer-brand interaction is increasing or decreasing with time. If the interaction is decreasing, the company must determine what changes should be made to the marketing campaign to make it more effective.
CLV Calculation Formula
CLV = Average Transaction Amount x Number of Transactions x Retention Period
- Buyer’s Journey
The buyer’s journey is based on the steps a customer takes to complete a purchase. It is created through extensive research to help sales and marketing experts understand what motivates a person to buy a certain product. Focusing on the buyer’s journey makes it easier to understand the buyer’s needs, problems, and pain points. Marketers can use it to pitch a product and ensure a person completes the buyer’s journey.
- Brand Positioning
Brand positioning is creating a brand persona in the minds of customers. It is more than designing a fancy logo or tagline. Brand positioning highlights business values and product quality to set a company apart from competitors.
- Google Search Console
Google Search Console is a free service provided by Google to measure website traffic and keyword performance. It also helps monitor, maintain, and improve a website presence on Google SERP. It fixes the indexing and re-indexing problems of a site’s content. Google Search Console can be used without making an account. However, it is better to link it with an email to receive spam, and other troubleshooting issue alerts on time.
Revenue Generating Unit or RGU is a service provider that allows companies to create recurring revenue streams. Managers, analysts, and investors use it as a performance measure. Now, the RGU term has become interchangeable with customers or subscribers (users are viewed as units). Regardless of what companies term it, RGU is used to compile customer data, segment, and analyze it. It also calculates the average revenue per user to determine how much profit a customer brings to the company.
Cost-per-click or CPC is the advertising model in which marketers pay for each click their ad receives. This model is also known as pay-per-click (PPC). During the CPC ad campaign, marketers set a daily budget. If they receive enough clicks in one day, spending the entire budget, the ad is automatically removed for the remainder of the billing period. CPC does not have a defined or set price. Each marketer or advertiser shows their budget through a bidding system, and they do not have to pay more than this amount. However, it may affect their ads’ position on the SERP.
CPC Calculation Formula
CPC = Total Cost of Ad Clicks/Total Number of Ad Clicks
Cost per mille or CPM charges the advertiser on 1,000 ad impressions or views. It does not matter whether a person clicks on the ad display or not. If it reaches 1,000 people on social media or SERP, the advertiser has to pay for it. CPM marketing is relatively less expensive than other advertising models, and the price is also dependent on where the ads will be published. It also allows companies to gain credibility and exposure. Even if some people will not click on the ad and visit the landing page, they will learn about the brand and might visit the website later.
CPM Calculation Formula
CPM = Total Cost of Ad Campaign/Number of Impressions x 1,000
- Churn Rate
The churn rate is the ratio of customers that stop using a specific brand service over a period. In other words, it shows how many customers a brand can retain after a particular term. A high churn rate indicates that a company is quickly losing more customers than it is gaining. It is quite alarming for companies to lose their customers as attracting new ones is more expensive than retaining old ones. One reason for a higher churn rate is that brand marketing is ineffective or the prices are too high for customers to afford.
Churn Rate Calculation Formula
Churn Rate = Lost Customer (in a set period)/Total Customers (at the start of the set period) x 100
AdSense or Google AdSense is an advertising platform that allows publishers and website operators to monetize their online content and web pages. It matches relevant ads with content or the web page. It also uses site visitors’ cookies and previous search history to ensure each person sees relevant ads. The final price for each ad differs, making a difference in total earnings. To start earning from Google AdSense, the website manager just has to make the ad space available. Google will select the ads and pay after billing the advertisers.
Spamdexing is the combination of word spam and index. This practice means manipulating the search engine index (another word for database) by stuffing keywords. It is a form of black hat SEO, violating the Google Webmaster’s guidelines. SEO marketers do this to improve their SERP ranking and generate high traffic. Some hackers also use this technique to hijack a high-ranking website because Google punishes spamdexing by blacklisting the website.
eCommerce or electronic commerce is the act of buying and selling goods or services on the internet. This term also covers monetary and data transactions, such as online auctions, service subscriptions, and crowdfunding. This trade relationship between seller and buyer is facilitated through four eCommerce business models, which are:
- Business to Consumer (B2C): Business companies sell products or services to the end-user.
- Business to Business (B2B): Manufacturers provide products and services in bulk only to other retailers or wholesalers.
- Consumer to Consumer (C2C): A consumer sells new or pre-used products to other customers.
- Consumer to Business (C2B): A consumer offers valuable skills or products to a business company. For example, freelance services.
- Direct to Customer (D2C): Manufacturers sell products or services directly to the end-user without using any intermediaries.
SEO & Content Digital Marketing Terms Glossary 2023
The combination of SEO and content marketing is responsible for massive changes in the digital marketing world. According to SEMrush’s survey, 97% of organizations use a content marketing strategy. Similarly, the UpCity survey reported 44% of businesses to prioritize SEO in their digital marketing strategy.
Since SEO and content marketing are on the rise, businesses need to be familiar with all the industry’s acronyms. In doing so, they can stay aware of all their marketing initiatives. So, let’s take a look at all the relevant digital marketing terms in the dictionary.
Content-Based Terms in Digital Marketing You Need to Know About
Marketing jargon is confusing if you only know the full form of abbreviations and their meaning. Therefore, this digital marketing terms dictionary expands and provides complete information about each SEO and content marketing terms.
- A/B Testing or Split Testing
A/B testing, also known as split testing, is a randomized experiment methodology. In this process, two different versions of one variable are tested against each other to check which version brings better results.
A/B testing eliminates the guesswork by backing every statement or decision with concrete data. During the testing, A is the original version of the variable, while B represents the variations in the original variable. At the end of the experiment, you have to compare the results to select the variation that is better aligned with your business objectives.
- Above the Fold
Above the fold refers to the top part of a webpage or an email. This means you can access this area without scrolling down the page. The origin of this term is derived from newspaper printing. In a newspaper, it represents the place where the newspaper is folded in half.
Unlike the newspaper, the top part of a digital page is changeable depending on the device type and screen size. Above the fold is the most important portion of a webpage because the reader sees it first and determines whether the rest of the information is worthy and relevant. Therefore, as a marketer, you need to place the most valuable information on top to improve usability and content design.
Agile marketing uses data and analytics to create effective opportunities that provide solutions to various issues in real-time. Methodologies of agile marketing are also efficient at deploying rapidly repeated testing experiments and evaluating their results. Simply put, it is a way to manage your marketing department, its projects, and campaigns.
In email marketing, an autoresponder is a script that automatically writes email replies. Whenever a user interacts with a website, sends an email, or submits a query, the autoresponder generates a scripted response and sends it to the user. As a marketer, you can use this function to streamline marketing campaigns, so you don’t have to reply to customers individually. You can use an autoresponder to send out these types of emails:
- Welcome Emails
- Holidays Wishing Emails
- Happy Birthday Emails
- Cross-Selling Emails
- Cart Abandonment Emails
- Reminder Emails
- B2B & B2C
B2B and B2C are types of business models. The B2B model stands for “business to business,” and B2C means “business to consumer.” In B2B, eCommerce manufacturers use online platforms to approach and sell products to wholesalers. There is no middle party between these transactions. The buyer can sell the bought products as it is or use the items to manufacture a new product.
In contrast, B2C marketing focuses on selling products to end users. The traditional B2C marketing term meant mall shopping, eating at restaurants, and buying pay-per-view movies. However, the current B2C marketing model covers eCommerce and anything sold online to the end user.
Blogging is a way to share information or your experiences through writing, photographing, and other forms of media. There’s a diverse range of writing styles for blogs, and businesses set their content’s tone and style depending on their brand voice. The blog must be frequently updated to maintain followers.
In the beginning, blogging resembled diary entries, and people created it to share their experiences. However, blogging is now a content marketing strategy, and businesses do it to improve visibility, share information, promote customer engagement, and boost ranking on the search engine result page.
- Buying Cycle
The buying cycle, also called the sales cycle, is the entire process a customer follows before successfully making a purchase. The buying cycle begins when the customer discovers a need or a problem that can only be satisfied by getting a product or service. Learning the buying cycle of your target audience will help you create effective marketing campaigns. This is because it helps you identify what type of content attracts your customers, convinces them to buy, and turns them into loyal customers.
A customer goes through five stages of buying cycle before completing a purchase. Those stages are:
- Awareness: Customer realizes they are dealing with a problem that requires a solution.
- Consideration: Customers are now checking their options to select the most suitable product/service. This is when the marketing teams advertise a product/service as the solution.
- Intent: Customer knows that you are among the solution providers, but you have to convince them to choose you over competitors. If you cannot convince the customer at this stage, your content marketing campaign is ineffective.
- Purchase: At this point, your customer is prepared to make a purchase. However, you need to ensure that your prices align with the customer’s budget. Otherwise, your customers will shift to low-priced sellers.
- Re-Purchase/Renewal: You have to work on your relationship with the customer to ensure they buy from you again. Therefore, focus on providing a satisfactory shopping experience to turn a buyer into a long-term customer.
Content curation is a social media marketing strategy. It involves finding and collecting already published content and posting it in a structured way on your social media platforms. However, it is more than copy-pasting other people’s content. Instead, you strategically highlight the information from industry experts to increase the value of your content.
This means you have to select the relevant posts and tie them with your content, or it will be considered plagiarized. Using this technique will help you promote your authority in the field and build better relationships by interacting with customers in the comment section.
Crowdsourcing is a promotional marketing strategy in which you collect information from the general public and use it to develop products and run advertising campaigns. In crowdsourcing, businesses approach customers to collect their views about their brand and its products/services. The information can be taken in a telephonic interview, face-to-face interview, or through a survey form.
Some companies also allow customers to choose the features or name of the product. Customers can share the name on social media platforms, increasing the brand’s online engagement levels. Moreover, the technique also helps raise product awareness before the main launch.
- Content Strategy
A content strategy is a plan for creating and executing a content marketing campaign according to business goals. Content can be published in audio, video, or written form. This is decided by the content strategy. A successful content strategy can attract the target audience on all sales funnel stages and entice them to complete the desired action.
- Content Distribution
Content distribution is the process of sharing and promoting your content to the online target audience. You can use different multimedia formats to distribute the content on various digital platforms. This is one of the most important content strategies as it helps you reach your intended audience and convert leads into long-term customers. Content distribution has three forms, which are:
- Owned Content Distribution: You share and distribute content on platforms that are your personal property. For example, email/newsletter, blog, social media profile, and a microsite.
- Earned Content Distribution: In this, third parties share your content or write about your brand. For example, press releases, guest posts, retweets, shares, and product reviews are considered earned content distribution.
- Paid Content Distribution: In this, you pay third-party or promotional platforms to distribute your promotional content. It includes pay-per-click (PPC) ads, display advertisements, and affiliate marketing.
A content management system (CMS) is a software application that helps in content production, modification, management, and distribution. Moreover, it is also helpful in building and managing websites without writing code from scratch. CMS has multiple in-built templates and extensions that effectively optimize your content and website on search engines.
- Adaptive Content
Adaptive content is a content marketing strategy that focuses on creating and publishing meaningful and personalized content on online platforms. Using this technique, you can make sure that each content piece in the marketing campaign is developed based on your audience’s preference. As a result, you can attract and gain new customers while keeping existing ones engaged and invested in your brand.
- SEO Content
SEO content is the inclusion of search engine optimization techniques into content pieces. Every content piece you write is created to improve your site ranking on the search engine result page (SERP) and attract better traffic through it. To write SEO content, the first task is to identify your goals and target audience. Consequently, you can develop a content calendar to align your content goals throughout the given time. You should also reassess your SEO content strategy to ensure it supports your main objectives.
- Thin Content
Thin content is any piece of online information that is not useful or relevant to the reader. Doorway pages, affiliate pages, pages with little or no content, duplicate content pages, and unoriginal content pages fall into the category of thin content pages. As this type of content has no value, search engines do not rank it on SERP, hurting your website’s overall SEO performance.
You can use an SEO crawler tool to check the quality of your content. It will also help you learn whether someone is stealing your content or not by showing identical pieces.
- Duplicate Content
Duplicate content is any content published on more than one website URL. There are two types of duplicate content:
- Intentional Duplicate Content: Using the same verbatim on every webpage or article
- Unintentional Duplicate Content: Occurs due to technical issues in the content management system (CMS) or if the content body has generic words and formulas
Apart from URLs, similar product descriptions, especially on an archival page, are also detected as a form of duplicate content. You need to avoid duplicate content on your website for several reasons. First, it confuses search engines on which page is worth ranking. Second, search engines cannot determine which link is written by the true industry authority, thus not ranking either version. As a result, you lose good web traffic along with a search engine ranking.
- Scraped Content
Scraped content or content scraping is copying content from one site and publishing elsewhere as their own without the permission of the content’s author. Other names for this illegal activity are web scraping and data scraping. This practice is extremely harmful to the original content site.
Moreover, it affects the site’s SEO ranking by decreasing web authority. Nowadays, some people use different tools, such as content spinners and bots, to shuffle the original content before posting it on their site.
Unfortunately, search engines cannot distinguish between original and scraped content, especially if both pieces do not have a considerable publishing timeline gap. Businesses need to avoid scraping content as otherwise, they may be penalized by Google, and their ranking will be affected.
- Evergreen Content
Like its name, evergreen content stays fresh for the reader for a long time. In addition to staying relevant long-term, the content maintains its SEO ranking and brings good traffic over time. Evergreen content types are:
- Tips blogs and videos
- Instructional (how-to) blogs and video
- Encyclopedia entries
- Product reviews
Meanwhile, the following type of content does not stay relevant for long periods:
- News articles
- Statistics and researches as new discoveries disprove them
- Holiday or season-specific posts
- Articles or posts focused on top trends
- Auto-Generated Content
Auto-generated content is produced through AI-powered automated coding programs. It is a black-hat SEO technique that is used to manipulate SERP ranking. Auto-generated content is only published for SEO purposes as it has no reasoning and relevancy for the readers. It is filled with keywords to trick search engine crawlers.
However, it is ineffective in improving and maintaining the long-term SERP ranking. Google prioritizes content based on its value and user experience. If a content piece is not generating value for the reader, it will not keep its ranking on the search engine.
- Linkable Content
Linkable content or linkable content pages are designed and created to attract backlinks to your website. This form of content should be engaging, informative, comprehensive, and unique to appeal to a larger audience. Focusing on all these characteristics is essential to ensure your content is compelling another person/site to link it. To create impactful linkable content, you must know all types of linkable content, which are:
- Ultimate guides & eBooks
- Researches and statistics
- Long-form content (ranging from 1000 to 2000 words)
- Shareable Content
Shareable content is impactful, informative, and engaging, compelling readers to share it with their friends or on their social media accounts. The more shares your content receives, the better chance it has of reaching a larger audience. In a way, it is a form of free advertisement that brings success to your marketing campaigns.
Shareable content overlaps with linkable content as some linkable content can become viral across the internet. Meanwhile, if the shareable content has information that can be cited, people can link to it as well. However, both categories are different from each other because users prefer to share these types of content.
- Quiz games
- Fresh Content
Fresh content means updating the already written and published content on a webpage. As search engines prefer fresh content in determining a page’s SEO ranking, you need to update & add new information to your published web pages. This will also ensure that your content is evergreen, increasing its value, which leads to better traffic. You can mention the first publication date and the modification date to show your page has up-to-date info.
- Unique Content
Unique content is entirely distinctive and does not match with any other content on the internet. It is extremely valuable for readers, as they can access new information that is unavailable on any other forum. Due to this reason, search engines promote and rank unique content.
- Quality Content
Quality content covers in-depth information on a topic to provide valuable and researched content to the reader. It is also essential in maintaining your SEO ranking, as search engines are programmed to separate low-quality content from high-quality content. Since no one (readers) will gain benefits from low-quality content, it is not ranked on SERP.
To write quality content, focus on what readers expect to gain when they read your piece. Therefore, thorough research plays a vital role in increasing quality. You also have to adapt a friendly and engaging writing style to ensure the readers stay attentive for the long term. Lastly, keep updating the content to offer new knowledge and keep your content evergreen.
- Orphaned Content
Orphaned content has zero articles or pages internally linked to it. As a result, it is difficult for search engines to locate and rank it, which ultimately reduces traffic to that content. A content piece is considered orphaned regardless of sitemap and tag pages. It needs text links from its site i.e. internal links to provide context to readers and search engines.
- Cornerstone Content
Cornerstone content or flagship content is the focal and high-value part of your website that helps you build traffic by spreading brand awareness. This content is created to show what your brand offers and how it sets you apart from the competitors. Therefore, use a platter of low & high-volume keywords and search terms to ensure it ranks in search engines.
To successfully produce and publish cornerstone content, avoid making multiple pages on the same topic. This will confuse Google’s algorithm, turning your site into your competitor. Moreover, focus on providing information about your brand instead of selling your products. It will help build trust, which is essential for gaining and retaining customers.
- Content Intent
Content intent means the content is created according to specific goals and objectives. These goals can revolve around gaining traffic, improving SEO ranking, or engaging your readers. In addition to focusing on your goal, you also need to consider what your audience wants. At the end of the day, all content should be valuable for the readers.
There are two types of content intent you must focus on to create quality content for your audience, those are:
- Informational Intent: Informative and researched content based on your audience’s interest, such as blogs and guides
- Transactional/Commercial Intent: Content created to compel the audience to complete a transactional action, such as landing pages
- Navigational Intent: Users are looking to visit a particular website
- Content Stock
Content stock refers to what users find when seeking expert advice or help on search engines. When clicking a search result, the content they come across will either answer their query or lead them to an answer. Stock content should reinforce the core proposition of an organization.
Copywriting is a form of content specifically created for marketing and advertisement purposes. The primary purpose of copywriting is to convince the reader to complete the desired action. It includes newsletter sign-up, redirection to another page, or leading the customer to the next step of buying funnel.
One common mistake most people make is confusing copywriting with content marketing. While copywriting revolves around a specific sales action, content marketing works on indirect sales goals. To inspire and persuade your customers to complete an action, you can use different types of copywriting, which are:
- Brand Copywriting: Boosts brand reputation
- Social Media Copywriting: Engages audience interest
- SEO Copywriting: Improves ranking on SERP
- Insight Copywriting: Establishes brand authority
- Email Copywriting: Increases customer conversion rate and builds engagement
- Digital Commerce
Digital commerce is the process of shopping online without any human interaction. This business model is the successor of eCommerce. Unlike eCommerce, every task (from marketing to product delivery) is conducted through AI systems and bots in digital commerce.
- Direct Response
Direct response is a form of marketing that focuses on creating an instant response from the customer. The primary goal of using this marketing strategy is to generate leads quickly. A direct response campaign should be personalized according to your audience’s interest. Moreover, it must have a clear and urgent CTA to trigger the desired response from the customer.
An eBook is a non-editable book bought online and read through an electronic device, such as a mobile phone, tablet, laptop, or computer. eBooks cannot be edited to protect the copyrights of the author. As eBooks are cheaper than printed books and easier to access, writing and publishing an eBook has quickly converted into a trend. As a result, almost 4 million eBooks are published each year. In digital and content marketing, you can use eBooks to share your industry knowledge and expertise with readers.
eLearning or electronic learning is teaching and training people in different fields through digital resources. It is a digital spin on the traditional teaching style. People can take online classes, courses, and training sessions on electronic devices to increase their knowledge and skills.
- Editorial Calendar
An editorial calendar is a virtual workflow representation for content writers, editors, and publishers. The calendar mentions each task assigned for the month with its due date to help individuals keep track of their tasks to ensure timely deliveries.
- Echo Chamber
The echo chamber is a social media marketing term representing a situation where people are only exposed to one type of opinion and feedback. Social media marketers use echo chambers to positively or negatively reinforce users’ beliefs, making them feel warmly welcomed by the brand.
- Exit Rate
The exit rate is the total ratio of visits that end on a particular page. It pinpoints the exact webpage the visitor saw before leaving the site. If the exit rate of a webpage is high, that means the content on that page is negatively affecting the audience. Therefore, you need to change the layout, design, or content of the page, depending on the issue. Otherwise, your sales and web traffic will suffer the consequence.
Exit Rate Calculation Formula
Exit Rate = Total Number of Exits from A Page / Total Number of Visits On Same Page
Engagement is a brand’s ability to gain and maintain customers’ long-term interest, which is achievable through different marketing campaigns. A good engagement rate helps build a strong relationship between a company and its customers because the more people interact, the more opportunities they have to form perceptions.
Engagement Rate Calculation Formula
Engagement Rate = Total Number of Interactions / Total number of Followers on Social Media x 100
Tone or a brand’s tone represents how a company communicates and handles interactions with its customers on digital platforms. The tone is essential in differentiating a brand from its competitors, as well as sharing values with the customers.
Voice or a brand’s voice is a unique way for companies to show their personalities. A brand’s voice must be consistent across all platforms to build trust with customers.
Headings allow you to systemically create breaks between the content to improve readability. They also provide insight into what the upcoming paragraphs will cover. You should use header tags to format headings, as tags inform web browsers about how content should be displayed.
An infographic is a combination of text and imagery, including pie charts, graphs, informative images, and GIFs. The primary purpose of infographics is to quickly and deliver information engagingly.
- Interactive Learning Environment (ILE)
An Interactive Learning Environment (ILE) is a virtual environment where individuals can learn concepts at their own pace. Some features of an ILE are:
- A discussion forum
- Social media groups
- Progress charts
- Inbound Marketing
Inbound marketing is a marketing strategy that engages and attracts customers by publishing valuable content. This content is helpful for the long term, so the audience can read and benefit from it anytime. As you provide good and reliable solutions through inbound marketing, your posts are more likely to be shared. You can use three methodologies, which are:
- Attract: Share valuable content to establish brand authority and engage the audience better.
- Engage: Produce content that offers solutions to your audience’s pain points.
- Delight: Create supportive content to encourage customers to complete their purchases.
- Direct Marketing
Any marketing that directly communicates with customers is called direct marketing. In direct marketing, you do not use third-party forums, such as advertising agencies, for advertising your products and promotional offers. Instead, you run marketing campaigns through the mail, email, social media, and texts. In short, the company designs develops, executes, and checks campaign results without using an external party’s services.
- Creative Commons Licensing
Creative Commons is a nonprofit organization that offers free legal tools and multimedia content for the global population. Content bought and licensed from creative commons can be used by anyone without permission and will not be considered a copyright law violation.
A Learning Management System or LMS is an online software that can develop, deliver, track, and report outcomes of marketing campaigns. Companies use LMS to create better marketing strategies by improving customer targeting and brand impression creation.
Newsjacking means creating marketing campaigns around trending and well-discussed topics. This technique allows brands to reach a bigger audience as the target audience searches for those terms. As a result, it is much easier to display your content to the majority of readers.
- Off-Page Optimization
Off-page optimization or off-page SEO focuses on strategies outside of your websites. That means you don’t have to update or publish content on your site. Instead, you work on improving search engine ranking through backlinks, content marketing, guest posting, and social media posting.
- On-Page Optimization
On-page optimization or on-page SEO consists of multiple optimization actions performed on your website to improve search engine ranking. For example, adding title tags and heading tags, creating an easy-to-navigate and engaging web design, and developing a mobile-friendly website.
The acronym PESO (when talking about content) stands for:
- Paid content: This encompasses paid guest posts, press releases and ads
- Earned content: This entails content written and posted by a third party because they’re impressed by you
- Shared content: Content that consumers share, such as shout outs which can reposted to your social media platforms
- Owned content: This refers to the content you originate by yourself
The PESO model shows the many possibilities digital content can be distributed. It helps marketers create strategies, and make decisions according to the marketing budget that is set.
- Permission Marketing
Permission marketing is a marketing technique that allows the target audience to choose whether they want to be exposed to promotional messages or not. It is the opposite of direct marketing, in which the audience has no choice in receiving advertising content.
Permission marketing is cost-effective and more operative in building a strong bond with customers. That is because customers enjoy your content and like seeing you in their inboxes. So, not only will they read your content but also follow the call to action (CTA).
Private Label Rights, or PLR, allow people to buy the copyrights of different content pieces and pass them as their own. Most brands use it to save time, as they can purchase the copyrights of articles, blogs, eBooks, videos, and other content. Then, they modify the content and publish it with their name. However, the major drawback is that the content is generic (not unique), and hundreds of people have bought and uploaded it on their brand site.
- Product Differentiation
Product differentiation enables brands to distinguish their products or services from competitors. Through this strategy, you can highlight your product’s qualities and unique selling points to better attract the audience and build brand awareness.
Small-To-Medium Enterprises (SMEs) are companies that hold employees, assets, and revenue rates below a specific ratio. Each country and industry define SMEs on different criteria. In the USA, an SME has less than 500 workers and generates revenue from $1 million to $40 million.
Unique Selling Points (USPs) are features that make a brand unique from its competitors. As a business owner, you can use these points to ensure your brand stands out in the industry. It is important to use USPs to influence your customers to buy from you. Therefore, make sure that your USPs provide instant answers and solutions to all customers’ queries.
Viral content is any form of digital content that gains a high level of awareness and recognition through likes and shares. Content can go viral on social media, news sites, and search engines. The reason content becomes viral is its quality of high emotional arousal. It excites, entertains, and amuses people intensely, making them share the content with other people on the internet.
For a company, viral content can generate a significant amount of traffic and brand awareness that is impossible to achieve with paid and organic advertisements. As more people visit your site, you increase the chances of converting leads into promising customers.
Keyword & Search-Based Digital Marketing Terms You Need To Know About
In the era of search engine optimization, it is pivotal for businesses to be aware of trends that people are raving about. This digital marketing terms glossary consists of all prevalent search and keyword-based marketing terms.
- Keyword Stuffing
Keyword stuffing refers to the black hat SEO practice where keywords are saturated within a webpage’s content, backlink anchor text, or meta tags so that search engines can rank them higher.
It is still practiced in digital marketing but is quite outdated, as the search engine algorithm has gotten more intelligent and can easily detect when keyword stuffing is taking place. An example is repeatedly repeating the key phrase “cat pet supplies” in a blog.
- Keyword Research
Keyword research is a search engine optimization practice used by digital marketing professionals to find the search terms the target audience uses the most regarding a specific industry. Through keyword research, marketers can uncover which queries should be targeted when writing content, how popular they are, and more. This is all based on what users type into search bars of different engines, such as Bing and Google, and can be related to general knowledge, services, or products. There are four main types of queries into which keywords fall:
- Transactional Search Queries: searches made with the intent to buy
- Informational Search Queries: searches made with the intent to learn more about a topic
- Commercial Search Queries: searches made to seek commercial information
- Navigational Search Queries: searches made concerning navigation queries
- Long-tail Keyword
A long-tail keyword is more specific and longer than a typical keyword (3 words or more), commonly used by search engine users when they’re close to the point of purchase. These queries aren’t searched on search engines unnecessarily or frequently, making their conversion rate a lot higher.
Moreover, though an individual long tail keyword might have a low search volume, when it is established all through a website’s pages, it can make up a big portion of the traffic.
For example, if the keyword “yoga” is a popular search that gets 200,000 searches every month, the phrase “morning yoga classes for beginners” getting just 35 searches would be long-tailed. Because they have a lower search volume, the competition to rank for them is also lower.
- Keyword Density
Keyword density (also known as keyword frequency) refers to how often a phrase appears within a webpage. It is a crucial metric for marketers trying to get a page to rank in search engines, as the density does not need to be too high or too low.
It is calculated using the following formula:
Amount of times the keyword appeared / words on the webpage = keyword density
To determine the keyword density, you divide the total number of words on the webpage by how many times the keyword has been used. Then, you can convert the ratio into a percentage by multiplying the answer by 100.
For example, if the keyword is used 35 times in a 2400-word article, the density would be:
35/2400= 0.014 x 100 = 1.4%
Though there isn’t an ideal density specified to get to the first page of search engine results pages (SERPs), it’s recommended to aim for a keyword density of 2%.
- Keyword Difficulty
Keyword difficulty (also referred to as SEO difficulty or keyword competition) is a metric used by SEO experts to determine the probability of a keyword ranking. If the keyword competition is high, it will be harder to rank on the first search engine results page.
Both internal and external factors influence the extent of keyword difficulty, including your and the competitors’ web page quality.
Keyword difficulty is determined by:
- Taking all internal and external aspects into account
- Measuring the keyword difficulty on a 0-100 scale
- Search Volumes
Search volumes entail the number of times a keyword has been searched within a fixed timeframe. It is meant to give digital marketers an idea of the overall volume and competitiveness of search terms.
Search volume is often impacted by seasonality. For example, “Valentine’s day gift ideas” will be the most searched in January. Moreover, there are several search phrases that are evergreen, meaning the number of times they are searched remains steady all year around. This can differ depending on numerous factors, such as culture, region, and product type.
- Seasonal Trends
Seasonal trends are those in which the search queries fluctuate at predictable and regular times every year. These are predictable patterns or fluctuations that recur over a calendar year.
- Seed Keywords
Seed keywords are short-tailed terms, usually just a word or two. As with short-tail keywords, these generally have very high competition and monthly search volume. However, the main difference between regular short-tail and seed keywords is that the former might have modifiers while the latter does not.
A seed keyword is designed for sprouting or uprooting other keywords that can help you optimize your site for search engines. Once related seed keywords have been identified, modifiers can be added to produce long-tail keywords.
For example, if we take “website marketing” as a seed keyword, you can add ‘services’ as a modifier.
The definition of spam is sending lots of people unsolicited messages or emails for advertising, non-commercial proselytizing, or prohibited solicitation. It can also refer to sending a user the same message repeatedly.
- Spammy Tactics
Spammy tactics are considered black hat SEO techniques. These are, essentially, frowned upon methods, as they unfairly boost a website’s ranking on search engine results pages. Nowadays, if the search engine catches you partaking in spammy tactics to boost your site’s ranking, you get penalized and even banned. This is because it is against search engine guidelines. Some common spammy tactics include:
- Keyword stuffing
- Duplicate content
- Spam Score
Moz introduced a new search engine optimization metric in 2015, ‘Spam Score, ‘ which was developed by Dr Matt Peters, the director of data science at the company. The spam score indicates the subdomain’s spammy tactics and whether a search engine will penalize them.
However, it’s important to note that this metric isn’t a part of Google’s algorithm. However, the score is meant to help marketers make better decisions regarding planning and implementing their SEO strategy.
Moz’s Spam Score metric analyzes factors that signal flags, which the company refers to as ‘spam flags.’ Around 27 elements are considered to calculate the score.
The more spam flags pop up, the higher the score will be, with the likeliness of being considered ‘spammy’ by search engines also heightened. Moreover, it’s very typical for websites to have a minimum of 1-2 flags.
- Keyword Intent
Keyword intent is the reason behind the user’s search query. The search intent is why users type a certain phrase into a search engine. Search intents are categorized under the following three umbrellas:
Transactional and navigational search queries make up 10% of searches, whereas informational ones make up 80%.
- Relevancy Score & Quality Score
The relevancy score refers to how relevant a specific ad is for the person coming across it. Quality score is about how precisely and adequately you are targeting audiences. Quality score depends on the relevance score, as the higher the ad relevance, the higher the quality score will be. This will lead to lower cost-per-click as well. Bing and Google consider ad relevance a vital metric for calculating the quality score.
Search-Based Digital Marketing Terms You Need To Know About
Search-based digital marketing terms are essential in this business climate, where ROI relies heavily on customer acquisition. We have compiled some crucial ones here for you to peruse.
In the context of search-based marketing, organic refers to the practice of acquiring customers through marketing efforts without using paid advertising. Essentially, it means attracting visitors to your website naturally, rather than through paid channels.
- Organic Search Results
Organic search results are the businesses/ websites that rank in the SERPs (Search Engine Results Page), free of cost. This means the business/website perfectly matches the user’s search query; therefore, the search engine deems it a reliable source. Organic search results are not advertised or paid for by the marketer.
- Local Pack
Local Pack, also known as Google’s Local Pack, is a feature on a search engine results page that is optimized through Google Maps. It displays the top-ranking local listings for a specific location and includes important information about the business, such as its region, contact information, operating hours, and more.
When a person searches for a local business, the Google Local Pack typically displays three or four major business listings above the organic search results, helping users find exactly what they are looking for.
Algorithms retrieve data from an online source and index it to instantly suggest the most relevant results for a query. It ranks the posts or links based on the popularity and quality of the content. Each social media platform and search engine has its own algorithm that works on placing the content on each user’s feed according to their interests. To correctly suggest content to users, the algorithm focuses on what type of content the user likes and spends the most time watching.
The authority or brand authority defines the amount of trust customers have for a brand. When a brand has good authority, people consider them an expert and a reliable source of information in the industry. Companies with good authority can easily influence the audience and kick-start new trends. To establish brand authority, it’s important to stay up-to-date with new information and gain a deep understanding of your niche. Regularly posting on social media can help you engage with your audience and stay relevant among your target audience. Additionally, publishing well-researched blog posts and sharing valuable insights from industry leaders can also help establish your brand as an authority in your field.
Bots (short for robots) are computer programs that operate as agents and simulates human activity. For example, different departments may use bots for answering customer queries, automating repetitive tasks, sending mass emails, entering data, and document management. By using bots, companies can complete certain tasks more efficiently and in less time.
- Google Bot / Bing Bot
Search engine bots are preferred by Google and Bing to index content from all over the internet. The bot learns the context of each webpage and stores it accordingly. When a user makes a query, the bot retrieves and presents accurate results on SERP.
Bing bot was first deployed in 2010 and collects online documents to create a searchable index for the site. This bot works similarly to the Google bot. Google bot is a web crawler, also known as the spider, which collects and indexes information from every website for Google search engine users. There are two types of Google bots:
- Desktop crawler
- Mobile crawler
A browser is a software that provides you with a way of accessing and interacting with all the information available on the World Wide Web. When you write a request for a specific webpage in the search engine, the browser retrieves its files from a web server to display the requested page. Browsers are available for desktops, laptops, smartphones, and tablets.
- SERP (Search Engine Results Page)
A search engine result page, commonly known as a SERP, is presented by a search engine after you submit a query. On SERP, you can access organic and paid results, such as those generated by pay-per-click (PPC) advertisements. It is a vital part of SEO, as you have to make sure your content appears at the beginning of the page. Otherwise, the lower your website ranks on the result page, the fewer chances it has for attracting good traffic.
- SERP Features
SERP features are any links on the search engine results page that are not organically placed by Google. In other words, paid ads and sponsored links are considered SERP features. The most common SERP features are:
Rich Snippets: Also known as Rich Results, rich snippets are normal Google search results. However, they are structured according to a certain piece of content and show additional information that is not a part of the meta description. This additional data is collected from Structured Data present in the page’s HTML. Most Rich Snippets include reviews, ratings, recipes, and events, among other information.
Paid Results: These results on SERP appear with a small green box with the word “Ad” beside the link listing. This means that a company has paid to ensure its link shows higher on the result page for certain searches. Paid Results are acquired through Google Ads search campaigns and you have to pay a small amount every time a person clicks on the link.
Universal Results: These results consist of separate categories for “News, Images, and Videos” that appear below the search engine. This allows you to access the organic search results according to your requirements.
Knowledge Graph: It is the question and answer area that appears on the result page based on the query written on the search engine.
- Google Analytics
Google Analytics is a web analytics service that gathers data from your website and apps. It leverages data to create statistical reports that give insight into your website’s performance. You can check the number of site visitors, bounce rate, average visiting session duration, page views, and more through Google Analytics.
The term scroll-depth describes how much a person scrolls down on a website to access information. It is typically measured in percentages and pixels. A good scroll-depth percentage is 50% as it means that the majority of users are reading and going through half of the content present on your site. Scroll depth is calculated in two ways:
- Vertical Scroll: It measures how far visitors scrolled from the top of the site to its bottom.
- Horizontal Scroll: It measures how far a visitor scrolls from left to right.
- Time On Page
Time on page is the amount of time a person spends on one webpage before moving on to the next one. If the visitor does not move on to the second page, no time will be calculated or added to the final report.
Time On Page Calculation Formula
Average Time on Page = Total Time On-Page/Total Number of Page Views – Number of Exits
- UTM Code
UTM (Urchin Tracking Module) codes are text snippets that are added at the end of a URL. The purpose of UTM code is to help you track the source and exact location of your website traffic. Digital marketers customize the URL with it to check the success of specific pieces of content used in the marketing campaign.
- Page Speed
Page speed is the amount of time it takes for the page content to load completely. A webpage should have good page speed because it affects how users feel about your brand and services. If the page takes too long to load, visitors will abandon your site and move on to the competitor’s page.
- Pages per Session
Pages per session, also referred to as page views per session, is the average number of pages a person visits within one session. You can use this metric to check how engaging your website is and whether it captures the attention of users for the long term.
Pages Per Session Calculation Formula
Pages per session = Number of Page Views / Total Number of Sessions
- Client-Side & Server-Side Rendering
Client-side refers to all the information of an application that appears on the client or customer’s device. In comparison, server-side rendering is the ability of an application to convert HTML files into fully rendered HTML for the user.
A wide range of digital marketing terms makes it difficult to remember each one. To avoid mixing them up, you need a digital marketing terms dictionary to stay informed at all times. Bookmark and use this digital marketing glossary to learn easy terms to complex abbreviations.