A/B Testing - Testing a new technique (A) of online marketing against a control (B) to see if the new technique is more effective.
Ad extension - Additional pieces of information that can be added to Google Adwords ads such as reviews, address, pricing, etc...
Ad network - A grouping of websites or digital properties where ads can appear.
Adcopy - Main text of a clickable advertisement.
Adwords - Google’s Pay per Click advertising product.
Analytics - Information resulting from systematic analysis of data gathered from marketing activity.
Anchor text - The clickable words in a hyperlink.
API - Application Programming Interface. Interface that allows software applications to interact with other applications. Methods of communication between various software components.
AIM - Artificial Intelligence Marketing. Marketing techniques which take advantage of computers and algorithms.
Back link - Link to a specific website from another. It increases the websites standing when evaluated by a webcrawler.
Banner Ad - Graphical image or small animation file embedded within a Web page and used for advertising.
Black Hat SEO - Promoting a website using spam and other non ethic practices.
Blockchain - Public ledger of all cryptocurrency transactions.
Blog - Website maintained by one user or a group of users where regular updates and content is posted.
Bounce Rate - Percentage of a given page’s visitors who exit without visiting another page on the same site.
Bread crumbs - Navigation links at the top of a webpage which help the user understand where on the website they are.
Buzz Marketing - Using buzz phenomenons to promote a product or service launch or to amplify a marketing or advertising campaign.
Campaign - Set of marketing messages with a specific aim. Campaigns work through search engines, social media, email, or other online platforms.
Channels - Delivery mechanism for marketing messages.
Content - Any form of digital media that can be read, watched, or interacted with. Content commonly refers specifically to written material, but may include images or videos.
Conversion rate - The rate at which users complete a specific goal. It is calculated dividing the number of goal achievements by the total number of visitors.
Cookie - Small text file which allows websites / domains to recognise a visitor when he revisits a site and to access data stored in cookies on the visitor’s hard drive
CPC - Cost Per Click. The amount of money spent for a click on an ad in a Pay-Per-Click campaign.
CRO - Conversion Rate Optimisation. Branch of digital marketing that aims to improve the conversion rate of web pages.
CTA - Call To Action. An element on a web page used to push visitors towards a specific action or conversion
CTR - Click Through Rate. A metric showing how often people click on an ad after they see it. It can be calculated dividing the number of clicks on the ad by the number of impressions.
Ecommerce - Stands for Electronic Commerce, it is a classification for businesses that operate in an online store.
Email list - A collection of email addresses that can be used to send targeted email marketing campaigns.
Email marketing - The use of email with the goal of acquiring sales, customers, or any other type of conversion.
Engagement - User interaction with a particular piece of shared content.
Goal - Objetive of a specific campaign such as viewers, traffic, reservations, ...
Guest Blogging - Practice for the blog owner of inviting an external author to post on its own blog.
Hashtags (#) - Possibility to draw attention to certain aspects of a post. By placing a "#" before a word it is highlighted as a tag.
Header tags (h1, h2, ...) - Header tags are used in HTML for categorizing text headings on a web page. Titles and major topics of a web page which help indicating to readers and search engines what the page is about.
Heatmap - Graphical representation of how users interact with your site.
Hyperlocal marketing - Marketing strategy oriented around a well defined and small area with a primary focus being directed towards the concerns of its residents.
Impression - When someone sees an ad. They may not click on it or buy anything.
Inbound Marketing - Production of content that benefits people.
Influencer - Someone who is an expert in a certain field or have a large amount of (social) followers. Influencers hold a lot of power in communicating their opinions.
Keyword - A term or phrase that a user will search for using a search engine.
KPI - Key Performance Indicators. Measurable value that demonstrates how effectively a campaign is achieving key objectives.
Landing page - Specific webpage on a website that a user is taken to when clicking on a search engine result or a PPC ad.
Lead - A potential customer in the sales funnel who has communicated with a business with intent to purchase through a call, email, or online form fill.
Lifetime Customer Value - Total sum of all revenue estimated over the lifetime of a repeat customer.
Machine Learning - Design and development of algorithms and techniques that allow computers to "learn" and consequently improve their performance.
Meta tags - HTML snippets added to a webpage’s code that that add contextual information for web crawlers and search engines.
Negative Keyword - The opposite of a keyword: if a user searches using a negative keyword, your results will not show. This is useful if a link is easily confused with something else.
NLP - Natural Language Processing. Technology concerned with programming computers to process natural language data.
Organic Traffic - A source of traffic to a website that comes through clicking on a non-paid search engine result.
Paid Traffic - Paying money to get exposure on different channels.
Persona - Ideal compilation of all the traits of the “perfect” user or customer for a marketer’s product or service.
PPC - Pay Per Click. Online advertising model in which advertisers are charged for their ad once it is clicked.
Reach - Exposure of an advertisement or piece of content.
Remarketing - Trying to recapture the consumers’ attention in order to lead them to a purchase.
Responsive - A philosophy of creating a website that allows all of the content to show correctly regardless of screen size or device.
Retargeting - One of the Remarketing techniques, focused on websites and digital advertising.
ROI - Return on Investment. Any business generated above that initial investment.
RSS - Really Simple Syndication. Delivers content enabling readers to stay up-to-date with any blogs or sites without having to visit each individual site.
Search engine - Program that searches for information based on a selection of keywords and returns results to the user.
SEM - Search Engine Marketing. Paid digital marketing that involves a search engine.
SEO - Search Engine Optimisation. Range of techniques to move a website further up the results page on a search engine.
SMM - Social Media Monitoring. The act of pro-actively monitoring and tracking applicable social media activity.
SMO - Social Media Optimisation. The act of driving traffic through social media channels to reach a certain goal.
Targeting - Breaking a market into segments and then concentrating your marketing efforts on one or a few key segments, with similar characteristics.
Virtual Reality - Technology that generates realistic images, sounds and other sensations that simulate a user's physical presence in a virtual environment.
- An automated piece of software that scans websites. The name reflects how the software “crawls” through the code, which is why they are sometimes also referred to as “spiders”.
White hat SEO
- Term for ethical SEO practices.

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