Marketing Glossary Terms

We’re nerds. You don’t have to tell us; we already know. And despite our best efforts, we sometimes use words we think are conventional but are actually convoluted. When that happens, mosey on over to this reference page. Consider it an A-Z marketing study guide...that you don’t have to study.


Ahrefs is an SEO tool that allows a business to track search engine rankings, optimize content, keep tabs on competitors, and more. Its best feature is a site auditor that flags potential issues and offers recommendations for fixing them.

Alt Text

When a website image fails to load or a screen reader is being used, the user can see the written copy (called alt text) instead. A brief and clear description of the image will benefit both visually impaired users and search engine crawlers. When one website links to another, it signals to Google that the content is relevant and valuable to others. These referrals are known as backlinks and they help to boost a website’s search engine ranking.

Bounce Rate

A website’s bounce rate is the percentage of visitors who make it to one page and leave without engaging with the page or viewing another. A good bounce rate is between 25 and 55%, which means that out of 100 viewers, only 25-55 leave without engaging further.


Contrary to popular belief, browsers and search engines are not the same. A browser gives a person access to the internet, while a search engine allows that person to search the internet once they are there. Some of the most popular browsers are Google Chrome, Mozilla Firefox, and Apple’s Safari.

Buyer Persona

A buyer persona is an outline of a business’s ideal customer. The most effective buyer personas are heavily detailed and based on data and research.

Call to Action (CTA)

When a business wants its customers to take a specific action, it gives a call to action. Examples include, “Call Our Office,” “Sign Up For Our Newsletter,” or “Visit Our Services Page.”

Click-Through Rate (CTR)

Click-through rates indicate how often it is clicked vs how often it is seen. A high click-through rate tells a business that the listing is relevant and effective.

Content Marketing

Content marketing includes everything from social media posts to blogs, videos, web content, and more. It allows a business to attract and engage with customers.


An online conversion occurs when your website visitor completes a desired action while on your website. Some common actions include filling out a specific form on your website, buying your product or service, downloading your eBook, subscribing to your newsletter, and making a phone call.

Conversion Rate

If conversion rate were written as an equation, it would look like this: total amount of website sales or actions ÷ total website visits = conversion rate. A high conversion rate indicates an effective online marketing strategy.

Cost Per Click (CPC)

Cost per click is a performance metric that tells a business how much it is paying for every click an ad receives. (Price of an advertisement ÷ Number of clicks = Cost per click)


CSS stands for “cascading style sheets” and is a computer language for website structuring. Specifically, it defines the style elements of a web document—like colors, fonts, and layout.


A web domain is a web address that is used as a substitute for an IP address. For example, the domain for ToasterTubs is, which is an easier term to remember than the company’s IP address.

Drip Campaign

A drip campaign is a series of pre-written marketing emails. A business could create a drip campaign for new additions to its email list or for past customers it is looking to re-engage.


When books are made available for digital consumption, the result is an e-book. E-books are an effective marketing strategy because they are easy to share and build a business’s authority.

Email Marketing

Businesses that want to build a direct and personal relationship with their customers should invest in email marketing. The first step is to build a list of subscribers and draft both promotional and informational emails. When an internet user performs a search, a featured snippet sits at the top of the results page. Usually, the snippet is a definition, a list, or an answer to a question.

Google Analytics

Google Analytics is a service offered by Google. It allows users to analyze their website data so they can better understand how visitors interact with the site.

Google My Business

When potential customers search for a business on Google, they are provided with up-to-date information on the right-hand side of the results page. If a business wants to manage and optimize this information, they must create a Google My Business profile.

Google Search Console

Google Search Console is another service offered by Google. It allows users to monitor their website’s SEO performance and fix any indexing problems.

H1 Tag

In HTML, the title of a webpage is reflected in the h1 tag. An h1 tag tells Google what the webpage is about.

Heat Map

In digital marketing, a heat map allows a website owner to identify which parts of a specific web page receive the most attention. Red or hot areas reflect a higher level of interaction.


HTML is the coding language used to create web pages. Its tags are used to structure a document for display.


HTTP stands for the Hypertext Transfer Protocol. It is the connecting web that allows users to connect to any internet page from their browser. The S stands for secure, which more browsers are requiring security certificates for every website.


Infographics are a great digital marketing technique because they are fun, easy to read, and easy to disperse. An effective infographic is based on data that customers will find interesting and relevant.

IP Address

IP stands for internet protocol, which is the set of rules that dictate how information is transferred through the internet. An IP address is a unique number that allows the internet to differentiate between various devices and websites.


JavaScript is a programming language that allows a developer to create interactive features for a webpage. It makes it possible for users to play videos, zoom in and out on images, employ a drop-down menu, and much, much more.


A keyword is a word or phrase that is used throughout a website’s content for two purposes: 1. To signal to Google what the content is about. 2. To help internet searchers find the information they are looking for.

Keyword Density

Keyword density refers to the number of times a keyword is used throughout a specific webpage or piece of content. Because Google favors natural content, most SEO experts recommend a keyword density of 1%.

Landing Page

As the name suggests, a landing page is a page on which visitors “land” after clicking a link they find in an email or social media ad. Unlike other website pages, a landing page has one specific goal or CTA.


A digital lead is a request made by a website’s visitor that indicates a desire to learn more about a good or service. It could take the form of a viewer signing up for an email subscription, claiming an offer, or filling out a request form.

Long Tail Keyword

A long tail keyword is one that is longer in length and hyper-specific. Where a regular keyword might be ToasterTubs shipping. A long tail keyword would be something like, how much does ToasterTubs charge for shipping.

Marketing Funnel

The process customers take to make a purchase is known as the marketing funnel. It is typically a five-step experience that includes awareness, interest, consideration, evaluation, and purchase.

Meta Description

When a webpage appears on a search engine results page, it is accompanied by a small blurb that indicates the topic and purpose of the page’s content. This is called a meta description and should be optimized to persuade searchers to visit the page.

Meta Title

Meta titles are also displayed on SERPs and are clickable headlines that connect searchers to a webpage. They should likewise inform about the topic and purpose of the webpage’s content. At the top of a SERP, there may be two or three display ads at the top of the page. Organic search results are those that fall below these ads and are achieved through SEO. Paid search is an SERP ranking that is paid for. It’s denoted by the word “Ad” before the hyperlink.

Pay-Per-Click (PPC)

Pay-per-click is a marketing arrangement in which a business pays for every click its ad receives.

Referral Traffic

When an internet user visits a webpage via a backlink or a browser other than Google, they increase the website’s referral traffic. Referral traffic boosts a website’s SEO.

Responsive Website Design

Modern internet usage happens on a range of devices, including cellphones, laptops, tablets, and more. A responsive website design allows a web page to display well on any device.

Schema Markup

Schema markup is coding that allows Google to better understand a website’s content and provide more accurate results for searchers.

Search Engine Crawlers

Search engine crawlers are bots used by search engines, like Google, to crawl the internet, gather data, and index the content of specific websites.

Search Engine Optimization (SEO)

SEO is the process of increasing website visitors by securing a higher ranking on a search engine results page.

Search Engine Results Page (SERP)

A search engine results page is the page a searcher sees after submitting a query into a search engine.

Search Engines

Search engines are programs that allow internet users to find websites that are relevant to their queries. Google is the most commonly used search engine on the internet, followed by Bing and Yahoo.


SSL, or Secure Sockets Layer, is a piece of security technology that protects information as it is passed from a browser to a webserver.

Tracking Codes

Tracking codes are pieces of JavaScript code that track the activity of a website user. Software tools like Google Analytics allow a website owner to access and interpret this data.

User Experience (UX)

User experience is a term that encompasses every aspect of a user’s interaction with a brand. To create a positive UX, a business must understand its users, their needs, their values, etc.