301 Redirect

301 Redirect informs search engines when you permanently move content to a new URL. It instructs Google, Bing, and other search engines on how to handle a web page that you have moved to a new URL. People who search for this page will be automatically redirected to the new link. Also, the ranking power of the page is passed to the new URL.

302 Redirect

Unlike the 301 Redirect, you move the page to a temporary URL. This means search engines will treat that URL as a temporary link. 302 Redirects can affect your SEO, so only use it when you plan to return to the original link. For example, use it to test the redesign of a page, or when you want your website visitors to view a special offer on a different page for a limited period.

404 Error

The 404 Error code signals that the page you are trying to access could not be found by the server. You receive a 404 Error code when your browser establishes communication with the server but the requested page could not be found by the server. If you get a 404 Error, you should check for technical errors to resolve the issue.

A/B Testing

This is also known as split testing. It is effective in testing and optimizing your marketing content. A/B Testing is used to compare the performances of two alternatives of a web page, email, and any other content. When conducting an A/B test, ensure that the elements you are testing in version B vary from those in version A to obtain an accurate result.

Above the fold

The first content you see on your screen once your page opens and without scrolling is called “above the fold.” Everything you see after scrolling down is not.

But why is it called “above the fold”? This term comes from newspaper printing where newspapers are folded to reveal only the top part of the front page. This is done to ensure that at first glance you only see the headlines and stories in the newspaper. The top part of the front page is therefore referred to as “above the fold.”

Ad Creative

Your Ad Creative is the files that contain the data for your display ads and other visual advertising campaigns such as banners, videos, and images. When setting up an online ad, you add your ad creative to the display network or store them in a creative library. Many companies use ad creatives for affiliate marketing. They are housed in a creative library so that people who sign up for the affiliate program can access them.

Ad Group

An ad group is a set of ads with the same target keywords. Every pay-per-click (PPC) campaign has one or more ad groups. 

Ad Monetization

Ad monetization is the business of publishing ads on your website, blog, or app to generate revenue. You place the ads of other businesses on your website and make money whenever visitors click on the ads. You can also use ad monetization to cover the cost of building and running an app.

Ad Relevance

Ad relevance measures how closely your advertising campaign matches the user’s search query. This is based on the paid search theory that your ad and landing page would rank high on search engines if they are relevant to target keywords.


An affiliate is an organization or person in close association with another company or individual. In digital marketing, an affiliate is someone who promotes the products or services of other businesses and receives payment.

Affiliate Marketing

This is a third-party marketing strategy where you allow others to promote your product or service for a fee. The amount you pay for any given marketing task is based on performance. There are several types of affiliates including bloggers, review sites, email marketers, and coupon sites. Choose a suitable affiliate for your business by identifying your industry, business type, and marketing goals. 

Affiliate Program

This trains affiliates on how to market your brand and receive payment. It provides instructions on how to become an affiliate, how to advertise, and calculate payments. Payment methods are determined by the type and purpose of an ad. The most common payment metrics are pay per lead (PPL), pay per sale (PPS), and pay per click (PPC).

Algorithm Update

Algorithm update refers to the extensive changes to search algorithms executed by Google and other search engines to improve how they rank web pages for specific search queries. This can alter the way Google indexes your pages and affect your entire SEO setup.

Alt Text

Alt text means alternative text. It fills in the void space on your page when an image fails to load. It’s a brief text that describes the image to the user and incorporates relevant keywords to improve your SERP ranking. Alt-text is also used to help visually impaired persons understand the image on your page.

Anchor Text

An anchor text is the blue clickable text with an embedded link to an external or internal page or content. To improve your SEO your anchor text should include terms that are related to your target keywords or page title.


This stands for Address and Routing Parameter Area. It is a top-level domain in the internet’s Domain Name System (DNS) and is used only to send and receive information to various systems.

Attribution Models

An attribution model is a rule or set of rules that dictate how conversions and credit for sales are allocated to touchpoints in the conversion funnel.


Your audience in the digital world is the group of people towards whom you channel your brand marketing efforts. They are the target group of people who may have a particular interest in your brand.


B2B fully means Business to Business and describes companies that sell products or services to other businesses instead of to individual persons.


B2C is the short form of Business to Customer and describes businesses that sell their products or services to people rather than to companies.


This is the term used to describe when another website adds a link on their page to your website. A backlink is also called an inbound link, or incoming link. However, when you add a link on your page to an external site, that site receives a backlink from you.

Banner Ad

A banner ad is an advert displayed on a webpage. It usually includes an image and text and can be static or animated. The banner ad is offered by a display network to drive traffic to your landing page or website.


A bid is the highest amount you are accepting to pay per click. You place a bid on the relevant keyword you want your ad to rank for on search engine result pages.

Bid Strategy

Bid strategies are the bidding metrics in Google Ads to help you set achievable advertising goals. There are 3 major bid strategies: pay per clicks, pay per conversion, and pay per impressions. Bid strategy helps you determine your marketing campaign goal such as increasing awareness, generating traffic, or driving sales.


A blog is the short form of a weblog, a journal where people or businesses share knowledge or activities in sequential order. A blog is an extremely useful asset to have. It showcases your expertise in a specific field, attracts traffic to your website, engages your audience, and improves your SEO rankings.

Branded Keywords

This is a search term that includes a brand or product name. Brand keywords are very important for your marketing strategy to improve your visibility for specific search queries with your brand name. Using branded keywords would be very effective for your paid search marketing campaign if you are a popular brand.

Behavioral Marketing

This is a marketing strategy that targets audiences based on their behavior. It uses personalized campaigns to nurture leads. You can track the online behavior of your audience and segment them to create content that matches the needs and interests of each segment. Your audience can be group according to:

Bounce Rate

Bounce rate is the percentage of visitors that leave your website without taking action or viewing other pages.

Buyer Persona

This is the imaginary representation of your ideal customer considering factors such as demographics, characteristics, and online behavior. 


A campaign is a sequence of marketing activities directed toward achieving a specific goal. You can create digital campaigns on social media, email, and paid search. For a more effective marketing campaign, you should consider using all three marketing channels.


Churn also called “customer churn” refers to the percentage of customers that stop buying your product or end a subscription to your services or newsletters. To calculate your churn rate divide the number of customers that left at a specific period by the number of customers at the beginning of that period.

Contact Form

This is the form on your webpage where visitors can contact your company. They are required to fill in their name, email address, and their specific query. Adding a contact form to your page can be of great benefit to your business. It helps you collect contact data you can use in your marketing campaign to turn visitors into leads.


Content is any element on your webpage that expresses an idea or a value or provides information to your audience. There are various forms of content such as text, images, videos, and audio.

Content Marketing

Content marketing is a digital marketing strategy that involves the creation and distribution of relevant content to a specific target group or audience.


Conversion simply means turning a prospect into a lead and a lead into a buying customer or Sales Qualified Lead (SQL). The rate of conversion is a vital metric for measuring the performance of your digital campaign.


A cookie is a small text file that collects and stores specific data about a user’s interaction with your site. You can use the data collected on your cookies for analytics and to create effective digital campaigns.

CPA (Cost Per Acquisition)

This is a standard payment model you can use when advertising on social media or display networks. In this model, the acquisition of a customer or lead is determined by a specific action or set of actions performed by the customer. You pay the network for each completed acquisition. It could be signup, app download, or form submission.

CPA = total cost of a campaign/number of conversions

CPC (Cost Per Click)

This refers to the amount you pay for each click on your pay-per-click advertisement. Here is the formula to calculate CPC:

Maximum CPC = profit per customer × (1 – profit margin) × website conversion rate


CPL is an acronym for cost-per-lead. It is a digital marketing pricing scheme where you pay per lead generated by a campaign. This payment method is ideal for lead-generating campaigns such as sign-up forms, contact forms, coupons, etc.


CPM means cost-per-mille. In this digital marketing pricing model, you pay per thousand impressions. It is used for awareness campaigns.


CPV stands for cost-per-view. It is the default digital marketing pricing model for video ads. It simply means that you pay every time someone watches your video for 30 seconds or more.


CRO is an acronym for Conversion Rate Optimization. It refers to any activity aimed at improving your conversion rate. When you have an improved conversion rate, it usually means you are edging closer to your marketing goals.


CTA stands for Call to Action and is usually a clickable button. A brief text with a hyperlink at the end of a paragraph or sentence can also serve as a CTA. It tells the user exactly what to do.


Click-Through Rate (CTR) is a vital metric that measures the ratio between impressions and clicks on your ad or CTA.

CTR = (total clicks / total impressions) × 100


A dashboard displays your data and Key Performance Indicators (KPIs) to help you view the performance of your marketing campaigns. You can view at a glance and in real-time key marketing metrics. It gives you a birds-eye view of your overall activities and lets you see areas that may require urgent attention.

Digital Marketing

Digital marketing is also known as online marketing includes all marketing efforts that use the internet and other forms of digital communication to reach potential customers.

Direct Traffic

This is the traffic that comes to your website from visitors who type your URL directly into the browser. It may also refer to the traffic of which Google cannot identify the channel or source.

Display Advertising

This is a type of digital advertising that uses banners or other visual media distributed via a display network to target specific users.

Display Network

A display network is a digital network that distributes and displays your ads. The largest of this network is Google Display Network (GDN) with over two million active websites on which you can display your ads.


A domain is the section of the web that is under your control. When you buy the rights to a domain name it automatically becomes yours. Think of it as a piece of online real estate under your control.

Domain Authority

This is a search engine ranking score that measures the chances of your website ranking high on a search engine result page. The scoring system ranges from 1 – 100. A high number represents a high probability to rank in the top positions. Backlinks are commonly used to generate high domain authority scores.

Duplicate Content

Duplicate content appears in more than one location on the internet. Duplicate content makes it difficult for search engines to determine which page is more relevant for a search query.

Email Marketing

Email marketing uses email to promote a product, service, or brand. It is one of the most effective marketing tools. The goal of a marketing email is to move your leads through the conversion funnel to the point where they can complete the desired action or pay for your service or product.

Engagement Rate

This measures customers’ engagement with your website, social media, or app. The engagement rate for your social media page is the number of likes, shares, and comments divided by your total number of followers.

Featured Snippets

Featured snippets or rich snippets are the selected search results that Google displays at the top of the result page.


Frequency is the number of times your ad is displayed to a user within a specific period.

Google Analytics

This is a free website analytics tool offered by Google. With Google Analytics you can monitor your website traffic and generate reports on the quantity and quality of your website traffic.

Google Keyword Planner

Google keyword planner is a basic but effective tool you can use to find the right keywords for your marketing or search campaigns. 

Google Search Console

Formerly called Google Webmaster, Google Search Console is a free tool you can use to check your indexing status and optimize your website visibility.

H Tags

H Tags are known as headings. There are 6 levels of headings ranging from the highest H1 Tag to the lowest H6. The main topic of your page is usually the H1 Tag. Ensure to use only one H1 tag so search engines crawlers can properly index your page and determine the topic and subtopics of your content.


This is a link from a webpage to another site, page, or file. You can embed a hyperlink in your text to provide a reference to your reader.

Inbound Marketing

A marketing strategy that attracts potential customers to your site, brand, products, or services. Inbound marketing uses SEO, content marketing, branding, and social media to attract traffic to your page and provide value to your visitors.

Influencer Marketing

This is a famous form of referral-based marketing where an individual or brand with authority (known as the influencer) is tasked with promoting your product or service.

Internal Links

This is a hyperlink that connects a page on your website to another page or object on your site. Internal links are a vital element in your SEO efforts as it helps search engines identify related pages on your website site.


The keyword is a word or group of words that link your content to a search query. The best keywords to adopt for your marketing campaign are those your target audience is already typing into search engines.

Keyword Stuffing

Keyword stuffing is when you use a particular keyword too frequently within your content. This can harm your search ranking and lead to your page being removed from the search result page. The standard keyword density for a page is 2%. The formula for calculating keyword density is:

Keyword Density = (number of words in copy/number of times keyword appears in copy)


A lead is a potential customer whom you have some information about and have established a way to connect with.

Lead Generation

This refers to the activity of creating interest for your brand to increase the potential buyers of your product or service.

Link Building

This is a vital part of every SEO strategy. It is an important metric examined by search engine crawlers for ranking purposes. Link building needs to be carefully planned and includes the use of internal links, external links, and backlinks.

Long Tail keyword

This is a phrase generally containing three to five words that are used as a keyword. Long-tail keywords usually have lower search volumes but are very useful in targeting specific audiences or search queries.

Marketing Automation

Marketing automation is software that automates the marketing process. An automated marketing process improves the efficiency and results of marketing campaigns and makes general marketing work easier.

Marketing Funnel

This is also known as a conversion funnel or sales funnel. It visualizes the buyer’s journey from being a prospect to becoming a paying customer.

Non-Branded Keywords

This is any keyword without a specific brand name or product name.

Organic Keywords

An organic keyword is a word or phrase that drives organic traffic to your website.

Outbound Marketing

This is a type of marketing in which you reach out to an audience and make an offer to sell a product or service.

Programmatic Advertising

Programmatic advertising uses artificial intelligence (AI) to buy ad space and display ads to the right people in real-time.


A query is a phrase or text an internet user types into the search field on Google and other search engines.


This refers to the size of the audience your advertisement is capable of reaching. It includes your email subscribers, social media followers, and website users.


In a retargeting marketing campaign, you target visitors that didn’t convert to recapture potential leads and increase the conversion rate.

Retention Marketing

Retention marketing is aimed at turning existing customers into loyal customers who keep coming back.

Search Intent

Search intent also called user intent is the reason why a person executes a particular search on the web.


SEM stands for Search Engine Marketing. It refers to all paid advertising on the internet.


SERP is an acronym for Search Engine Results Page. It is the page where search engines display the results for a search query.


A tag is a standard coding language for the internet. It instructs your web browser on how to display your content across all browsers to ensure consistency.


A trigger is an interaction with software that sets off a sequence of marketing messages. Triggers target your website visitors at specific stages in your marketing funnel to provide automated and personalized messages.


UTM means Urchin Tracking Module and it is a shortcode used to identify traffic sources and monitor campaign performance.

Value Proposition

This refers to the value (benefits or solutions) you promise to deliver to your customers if they buy your product or service.


WordPress is a free and simple content management system you can use to create your website or blog. It is very popular and powers over 43.0% of the total number of websites on the internet.

Zero-Click Queries

This occurs when internet users find the answer to their query on the search engine results page without clicking through to your page.