The (I to Q) Glossary of Digital Marketing Terms: Part #2

Digital Marketing Dictionary

This is Part #2 of the series ‘The Ultimate Glossary of Digital Marketing Terms: 2022 Edition’.

In this part, we will be covering the glossary of digital marketing terms starting with alphabets ‘I’ to ‘Q’.

You can read Part #1 here and Part #3 here.

You just need to click on the alphabet of your choice to jump to that section.









Digital marketing glossary – Terms starting with ‘I’

Impression Share (IS): percentage of impressions your ads receive concerning the total number of impressions possible for your ads

Impression to Conversion Rate (Imp CVR): proportion of people who clicked on your ad out of the total number of impressions

Impressions: number of times your content is displayed, regardless of whether or not it is clicked

Inbound Links: also called backlinks, are links from other websites that point to your website

Index: is a list of web pages output by a search engine in response to a user search request

Interactive Content: is a type of content used to engage an audience based on their participation

Internal Links: are links that connect one page on a domain to another page on the same domain

Digital marketing glossary – Terms starting with ‘J’

JavaScript: a programming language that is commonly used to create interactive effects in web browsers and to track visitor behaviour

Digital marketing glossary – Terms starting with ‘K’

Key Performance Indicators (KPIs): are measurable values that a marketing team can use to determine whether or not they are meeting their goals

Keyword Density: indicates how frequently a search term appears in a text concerning the total number of words in the text

Keyword Difficulty: is a metric that measures the amount of effort required for your content to rank on Google’s first page for a specific keyword

Keyword Phrase: also called keyphrase, is a group of words that together form a phrase, i.e., a multi-word search term

Keyword Research: entails analysing, comparing, and prioritising keyword opportunities. It also helps you to discover the language your target audience uses to find the information they seek

Keyword Stuffing: the practise of loading the keywords into Web content and meta tags in an attempt to artificially boost a page’s ranking in search results and drive more traffic to a website

Keywords: describes a word or a group of words that an Internet user enters into a search engine or search bar to perform a search

Knowledge Graph: help users find answers to their questions without leaving Google for third-party websites

Knowledge Panel: by Google is the information panel that people see when they conduct a search

Digital marketing glossary – Terms starting with ‘L’

Landing Page: a web page that visitors arrive at after clicking links in email marketing campaigns, search engine results, or social media advertisements

Landing Page Optimisation (LPO): the process of improving website elements to increase conversions

Last Touch Attribution: is a model that attributes all conversion credit to the final touchpoint from which a lead converted (i.e: made a purchase)

Latent Semantic Indexing (LSI): also called Latent Semantic Analysis, is a method of analysing a collection of documents to discover statistical co-occurrences of words that appear together, which then provide insights into the topics of those words and documents

Lead: a prospect who has interacted with your page, website, or product and has the potential to become a customer

Lead Capture: the process of obtaining a potential lead’s personal contact information to convert them into a fully-fledged paying customer

Lead Form: a web form used to collect emails and other information from potential customers

Lead Generation: the process of identifying, attracting, and converting online users into business prospects

Lead Magnet: is a free item or service offered in exchange for your potential customer’s contact information. A lead magnet could be samples, trial subscriptions, free consultations, white papers, etc.

Lead Nurturing: the process of fostering leads who are not ready to buy from you yet

Lifetime Value (LTV): an estimate of the overall revenue a customer will generate throughout their relationship with your brand

Link Building: the process of acquiring hyperlinks from other websites and bringing them to your website

Link Checker: a software tool that checks or validates broken hyperlinks on a website or Web page

Link Juice: an unofficial term used to describe and quantify how much power a backlink passes on to another site, thereby strengthening it

Link Popularity: number of backlinks pointing to a specific website

Link Text: text associated with a link target. This can be a single word, a character, or even several words or even several sentences

Linkbait: the process of creating content that attracts backlinks

Live Streaming: online streaming media that is recorded and transmitted in real-time

Local SEO: a strategy that helps a business appear more notably in Google’s local search results

Local Service Ads (LSAs): are pay-per-lead advertisements that appear at the top of Google’s search results for service-based businesses 

Log File: A web server writes a row in a Log File for each resource on the website that is requested by bots and users

Long Domain Name: domains names that are longer than the standard 26 characters including the extension such as ‘.com’

Long Tail Keywords: longer, more specific keyword phrases that visitors are more likely to use when they are nearing a point of purchase or using voice search

Lookalike Audience: a group of social network users who share characteristics with another group of users

Digital marketing glossary – Terms starting with ‘M’

Manual Action: is a Google penalty imposed on websites that use strategies that are not as per Google’s webmaster guidelines to come at the top of the first page

Map Pack: location-based results that appear on a Google search results page, where it lists local businesses and identifies their location on a map with place marker icons

Marketing Funnel: graphical and strategic representation of the steps users take to progress from prospect to customer

Marketing Qualified Lead (MQL): lead that expressed an interest in what a brand has to offer as a result of marketing efforts or a prospect that is likely to convert into a customer

Match Type: are Google AdWords keyword options for delivering ads on the Google Search and Display Networks

Meta Description: HTML element that describes and summarises your page’s contents for the benefit of users and search engines

Meta Keywords: type of meta tag that appears in the HTML code of a Web page and helps search engines determine what the page’s topic is

Meta Search Engine: a search engine that sends queries to multiple search engines and either aggregates the results into a single master list or categorises the results according to the search engines from which they came

Meta Tag Generator: a tool that allows you to see how meta tags will appear on the Google search results page

Meta Tags: HTML tags that contain information about your page

Meta Title: also called title tag, is the text that appears on search engine result pages and browser tabs to indicate the topic of a webpage

Metadata: specific details and information that describe your brand and show your target audience what you have to offer

Minimum Viable Product (MVP): the launch version of a product with a basic set of features designed to gain customers with the least amount of effort while learning about their needs

Mobile Advertising: any form of advertising activity that appears on mobile devices such as tablets and smartphones

Mobile-First Indexing: means that Google ranks and indexes websites based on their mobile versions

Mobile Friendliness: a website that runs smoothly on mobile devices

Mobile Page Optimisation: the process of optimising your website so that it looks great and works properly on mobile devices

Mobile Search: the practise of querying a search engine from a handheld device connected to the internet

Moderator: someone responsible for deleting or editing inappropriate posts, educating newcomers about forum guidelines, and possibly terminating the accounts of repeat offenders

Mousetrapping: a marketing strategy that uses ploys to keep visitors on a website. It often includes disabling the ‘Back’ button or generating endless pop-up windows

Multi-Channel Marketing: interacting with customers through indirect and direct communication channels such as websites, mail order catalogues, retail stores, mobile, etc.

Multivariate Testing: method of testing more than one component of a website in the live environment

Digital marketing glossary – Terms starting with ‘N’

NAP: stands for Name, Address, Phone Number, which is crucial information for any business. It can be found on company websites, social media pages, directories, and other websites

Navigation: a tiered structure that a visitor uses to find content on a website

Net Promoter Score (NPS): is a key performance indicator (KPI) used to evaluate the overall customer satisfaction and the likelihood of customers recommending a company to others

Netiquette: a set of rules and customs that are considered polite when communicating via email or the internet

Network Effect: occurs when new, additional users sign up for a product or service, increasing the value and utility of the product or service for existing and prospective users

New Users: visitors who have never been to your site before and are starting their first session

Niche Marketing: directing all marketing efforts to a small but specific well-defined segment of the population

Nofollow: Google HTML attribute that, when added to an outgoing page link URL, causes the Google web crawler (Googlebot) to ignore it when indexing the website

Noindex: a tag that instructs search engines not to index a page or website, effectively removing it from search engine results

Non-Branded Keywords: keywords that relate to your products or services but do not include the name of your company

Digital marketing glossary – Terms starting with ‘O’

Off-Page Optimisation: steps that can be taken outside of the actual website to improve its ranking in search results

Omnichannel Marketing: integration and cooperation of the various channels through which organisations interact with consumers to create a consistent brand experience

On-Page Optimisation: steps that can be taken directly within the actual website to improve its ranking in search results

Open Graph Tags (OG): are code snippets that control how URLs will be displayed when shared on social media

Open Rate: is a key email marketing metric that measures the percentage of people who opened an email sent to them

Opt-In Email: emails that recipients requested previously by signing up on a website or special ad banner

Opt-Out Email: occurs when a subscriber’s contact information is automatically added to a marketing list without their knowledge until they receive communications

Optimisation Score: estimates how well your Google Ads account is configured to perform. Scores range from 0 to 100 per cent, with 100 per cent indicating that your account has full potential

Organic Keyword: a keyword that is used to generate free traffic via search engine optimisation (SEO)

Organic Listing: a website naturally ranking on the search engine results page (SERP)

Organic Search: shows unpaid results. In contrast to paid advertisements, organic results are ranked algorithmically

Organic Traffic: refers to visitors who arrive at your website through unpaid channels, i.e. free traffic

Outbound Link: a link that will take your visitor outside of your website 

Outbound Marketing: a type of traditional marketing in which a company contacts potential customers or leads

Owned Media: are digital marketing channels over which a company has complete control, such as their branded website and social media

Digital marketing glossary – Terms starting with ‘P’

Page Authority: a Moz-developed score that predicts how well a particular page will rank on SERPs

Page Experience: a set of signals that assess how users perceive the experience of interacting with a web page in addition to its information value

PageRank: Google’s ranking system and algorithmic method, that assigns a numerical value to pages as a score

Page Speed: measures how quickly a web page loads when a user clicks on its link

Page View: a single instance of a user visiting a specific page on a website

PageJacking: a technique that drives traffic to a cloned website or blog by deceiving search engines

Pages Per Visit: a metric that measures how many pieces of content (Web pages) a specific user or group of users views on a single website

Paid Advertising: type of online advertising in which advertisers bid in real-time auctions to have their ads appear in specific slots on a platform or network

Paid Keywords: keywords that a marketer bids for at Google Ads

Paid Media: paid placements in external marketing efforts such as pay-per-click advertising, branded content, and display ads

Paid Search Traffic: any user who visits your website after you have paid for advertising promotions

Pass-Along Rate: percentage of people who forward a file, message, forwarded emails, or web links, to measure word-of-mouth marketing

Pay Per Sale: an agreement wherein the advertiser pays only for sales generated by the destination site based on an agreed-upon commission rate

Payment Threshold: the minimum accumulated commission that an affiliate must earn to receive payment from an affiliate programme

Penalty: see ‘Manual Action’

Permission Marketing: type of advertising in which the target audience is given the option of opting in to receive promotional messages

Persona: fictional character created to serve as a stand-in for a target audience

Personalisation: the process of considering your audience’s needs and preferences to market the right product and experience to the right person at the right time

Pixel: code snippets that allow you to collect valuable information about website visitors and the actions they take so that you can send them ads that are most relevant to them

Plain-Text Email: emails that include only text and no images or HTML coding

Podcast: a strategy for promoting and selling your product or service via audio content

Pop-Under Ad: an ad for which the ad window appears behind the main browser window

Pop-Up Ad: an ad that appears in a new browser window

Position 0: also called Featured Snippet, is the first search result that appears above the organic SEO listings on Google

Private Blog Network (PBN): a network of websites created solely to link to another website and increase its organic search visibility

Programmatic Advertising: real-time buying and selling of ad inventory via an automated bidding system

Progressive Web Apps (PWA): a website that looks and acts like a native mobile app 

Pull Marketing: a strategy that uses SEO and other non-intrusive methods to attract customers to a brand

Push Marketing: a strategy used by companies to take their products to consumers

Digital marketing glossary – Terms starting with ‘Q’

QR Code: stands for Quick Response code, is a type of barcode that is readable by digital devices

Quality Score: a diagnostic tool that will tell you how well your ad quality compares to that of other advertisers

Query: also called a keyword, is a phrase that is used to gather and validate data

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