The (R to Z) Glossary of Digital Marketing Terms: Part #3

Digital Marketing Dictionary

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.


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

On a concluding note

Just as a new digital marketer needs help in setting up their first digital marketing campaign, an entrepreneur needs support in setting up their startup.

To help entrepreneurs juggling with multiple tasks, we have curated a highly useful startup toolkit.

Paytm Startup Toolkit helps businesses in India utilise the best of Paytm products such as payments, banking, growth tools, etc., to scale and grow their business. So, stop juggling and –

Get Paytm Startup Toolkit today!

You May Also Like
A Complete Guide to MSME Registration in India
Read More

A Complete Guide to MSME Registration in India

MSME registration provides several benefits to the companies in terms of taxation, credit facilities to scale the business up. Let us dig deeper to find out more about MSME registration in India.