This is Part #3 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 ‘R’ to ‘Z’.
You can read Part #1 here and Part #2 here.
You just need to click on the alphabet of your choice to jump to that section.
| R | S | T |
| U | V | W |
| X | Y | Z |
Digital marketing dictionary – Terms starting with ‘R’
RankBrain: new subsystem of algorithms used by Google in the delivery of search results
Ranking Factors: criteria used by search engines to evaluate web pages for compiling search result rankings
Rankings: position of a website in the search results
Reach: total number of users who can see your content
Reciprocal Links: the practise wherein links of two or more websites are exchanged
Referral Traffic: visitors who arrive at your website from other websites rather than searching for you on Google
Relevance Score: indicates whether your messaging genuinely appeals to the audience you are attempting to reach
Remarketing: displaying advertisements to people who have previously visited your website or used your mobile app
Remarketing Lists for Search Ads (RLSA): a Google Ads feature that enables advertisers to customise their search campaigns based on whether or not a user has earlier visited their website or mobile app and which pages the user viewed
Rep Firm: a sales force for advertising, concentrating on high-traffic, well-branded websites
Responsive Web Design: adapts to different screen sizes and viewports, automatically
Retention Marketing: a set of strategies used to keep customers engaged, satisfied, and willing to purchase
Return on Advertising Spending (ROAS): calculates how much revenue your company earns for every dollar it spends on advertising
Revenue Per Click (RPC): the average amount of revenue predicated on the conversion rate within a campaign
Rich Media: an ad with advanced features that encourages viewers to connect and communicate with the content
Rich Results: highlight key information and assist search engines in understanding the purpose of a page
Robots.txt: a text file that can be saved on the website server. It determines when search engine crawlers can visit a website’s subpages and index them
Run of Network (RON): an advertising campaign applied to a large number of websites without giving the option to select specific sites
Run of Site (ROS): an advertising campaign in which advertisements can be placed in any area of a website
Digital marketing dictionary – Terms starting with ‘S’
Sales Qualified Lead (SQLs): a prospective customer who has progressed through the sales pipeline to a point where the sales team can start converting them into an active customer
Schema Markup: the code linked with a website that assists users in receiving more informative search engine results
Search Algorithm: a complicated algorithm that search engines use to determine the importance of web pages
Search Engine Results Page (SERP): the page that appears after you type a query into a search engine
Search Engine Spam: actions taken to manipulate a website’s ranking in search engines
Search Engine Submission: also called search engine registration, is the process of getting your website listed with search engines
Search Engine: a piece of software that assists people in finding the information they seek online by using keywords or phrases
Search Intent: also called user intent, specifies the goal or intention of an internet user when entering a search term into a search engine
Search Network: a collection of search-related websites where your ads and free product listings can be displayed
Search Operators: commands that aid in the filtering and refinement of search engine results
Search Retargeting: a method of building a custom audience based on keyword search behaviour
Second Price Auction: model in which the buyer pays $0.01 more for an ad impression than the second-highest bidder
Self-Serve Advertising: any medium that enables advertisers to define ad campaign criteria and purchase ad inventory without engaging with a sales representative or a publisher
SEO Audit: the process that evaluates a website’s performance in terms of search engine rankings
Session Duration: the amount of time that a user interacts with a website regularly
Session Recording: a tool that records website visitors’ browsing sessions
Session: a collection of user interactions with a website that occurs within a specific time frame
Share of Voice: a measure of your brand’s market share in comparison to your competitors
Shoppable Post: any content that allows your customers to buy directly from you
Shopping Ads: an advertisement that includes detailed information about specific products you sell
Shopping Cart: is a software that enables customers to store their chosen product(s) in one place so that they do not have to be retrieved again before purchase
.sig File: a small text file which can be automatically placed at the end of email messages
Single Opt-In: an email subscription method wherein users are automatically added to a mailing list after they enter their email address and click on ‘Subscribe’
Site Structure: refers to how a website is organised, including how its subpages are linked to each other
Sitelinks: additional links that appear beneath the main URL of Google search results
Sitemap: a list of a website’s contents that can be accessed by both users and bots or crawlers
Slug: the part of a URL that easily identifies a specific page on a website
Social Listening: the process of observing digital conversations to learn what customers are saying online about a brand, product or an industry
Social Media Influencer: someone who has built credibility in a particular industry, has a huge following, and can convince others to act on their recommendations
Social Media Traffic: traffic that comes from social networks and social media platforms to your website, mobile site, or mobile app
Social Selling: the practise of connecting with prospects via a brand’s social media channels to develop a connection with them, and engage with potential leads
Soft Bounce: an email that is temporarily undeliverable due to a problem on the recipient’s end
Source: the website that directed traffic to your site
Spam: the practise of sending unsolicited messages via electronic messaging platforms
Spider: also called a web crawler, is an Internet bot that methodically browses the World Wide Web, usually for web indexing
Splash Page: graphics-heavy pages that contain useful information and show up before the homepage of your website
SSL Certificate: stands for Secure Sockets Layer, is a security protocol type that encrypts data exchanged between a server and a user
Stickiness: any aspect of a website that encourages visitors to stay longer. A website is sticky if a visitor stays for an extended period and returns
Structured Data: a format for marking up information on a website’s web page. It enables search engines to better understand the content on a web page and use it to exhibit search results in a relevant and ordered manner.
Subject Line: a part of the email that appears first when a user opens their email inbox
Surround Session: a session wherein an advertiser controls all or most of the ads on each page for the duration a user stays on the site
Digital marketing dictionary – Terms starting with ‘T’
Tag: an element that is inserted into the source code of the page to enable a third-party analytics tool to log connections to its server
Target Audience: the specific group of consumers who are most likely to associate with your product or service, and thus the people who should see your advertising campaigns
Targeting: a strategic method that specifically targets ads or content to a specific demographic, psychographic, and/or geographic audience to gain more relevant traffic
Technical SEO: website and server optimisations that assist search engine spiders in more effectively crawling and indexing your site and improving its organic rankings
Time on Page: the amount of time spent on a single page by all website visitors, excluding exit pages and bounces
Title Tag: an HTML element that clearly defines a web page’s title
Top of Funnel Marketing: activities that are undertaken to raise awareness of a brand or product
Touchpoint: any point of engagement with an existing customer or a potential customer at any stage of their journey
Tracking Codes: a small snippet of code, typically implemented as JavaScript in a website’s HTML source code, that enables advertisers, webmasters, and marketers to analyse the flow of visitors to websites as well as user activities
Trick Banner: an ad designed to look like an operating system or an important software error message that tricks people into clicking on it
Trigger: a marketing technique that automatically sends a message to potential or actual customers during the customer journey, such as after a specific event
TruView: a YouTube video ad format that allows viewers to skip the advertisement after five seconds
Digital marketing dictionary – Terms starting with ‘U’
Uniform Resource Locator (URL): the unique address for a page or digital content
Unique Value Proposition: a concise and refined statement that conveys the worth of your product or service to a prospective customer
Unique Visitor: a person who has visited the website at least once and is only counted once during the reporting period
Usability: a quality characteristic that defines how simple it is to use a user interface or a web page
User Experience (UX): a quality attribute that measures how users engage with a web interface
User Interface (UI): the process that designers use to create interfaces in software or computerised devices that are visually appealing, interactive, and usable
UTM Code: stands for Urchin Tracking Module code, are text snippets added to the end of a URL to assist you in tracking where website traffic originates if users click a link to this URL
UTM Parameters: are URL tags that you can add. When a user clicks the link, these tags enable Google Analytics to track information about them
utm_id: a unique identifier you simply add to your tracking URLs of a campaign
Digital marketing dictionary – Terms starting with ‘V’
Value Proposition: the ultimate overarching offering you provide to your customers that adds value to their lives
Video Marketing: the use of videos to endorse and market your product or service, increase engagement on digital and social channels, inform your customers, and reach out to a new audience
View-Through Conversion: determines how many people saw your ad on the Google Display Network but did not click on it
View-Through Conversion Window: the time after an impression when a view-through conversion will be recorded
Viral Content: material that spreads quickly online through website links and social sharing, such as an article, an image, or a video
Viral Marketing: a sales technique in which organic or word-of-mouth information about a product or service spreads at an exponential rate
Vlog: a blog that published video content
Voice Search: a speech recognition technology that enables users to search by speaking terms rather than typing them into a search field
Digital marketing dictionary – Terms starting with ‘W’
Web Browser: also called a browser, is a piece of software that allows you to access websites
Web Design: the process of creating a website
Web Directory: a collection of websites that have been organised to make navigation easier
Web Hosting: the process of renting and purchasing space on the World Wide Web
Webinars: an online seminar that promotes goods and services, raises brand awareness, and entertains and educates your audience
Website Analytics: gathering, measuring, and analysing data obtained from various internet platforms to better understand user behaviour
Website Traffic: also called session, is web users who visit your website
Website Usability: describes how easily visitors can find the information they are looking for on your website
White Hat SEO: the set of approved SEO tactics used to improve a website’s ranking on a SERP
Whitepaper: a detailed, persuasive report on a particular subject that presents a problem and offers a solution
WHOIS: a web service and utility that displays additional information about a domain, its registrar, and its IP address. It is especially helpful when thinking of a new domain name for a new website as it lets you know if the name is registered or available
Wireframe: a schematic representation of a web page, which includes its content and behaviour but excludes its graphic elements
Word-of-Mouth Marketing: a strategy that aims to create organic dialogue and recommendations about a product or company
Workflow: an organisational tool that consists of a simple series of steps to develop a digital marketing campaign or project
Digital marketing dictionary – Terms starting with ‘X’
XML Sitemap: a document that lists all pages of a website to provide search engines with a comprehensive overview of all available content
Digital marketing dictionary – Terms starting with ‘Y’
YMYL: a specific type of content that has the potential to influence a major financial or life decision
Yoast: a WordPress SEO plugin that provides benchmarks and standardizations to help you create content that will rank higher on Google and other search engines
Youtube Advertising: entails promoting video content on YouTube or in relevant search terms in Youtube Search
Digital marketing dictionary – Terms starting with ‘Z’
Zero Click Search: occurs when people conduct a Google search, get their information from the SERP, and do not click on a website
Zero Moment of Truth (ZMOT): describes the shift in the consumer’s purchasing decision journey following the introduction of digital media
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