Internet Marketing Glossary

If you’re reading this, then you’re either an internet marketing expert or someone that wants to learn about digital marketing. Check out our internet marketing glossary to help explain some of the terms thrown around in the digital marketing world.

Digital Marketing Terms

A/B Testing

Comparing two versions of an email, webpage, or another form of content to analyze, which one performs better.

Above the Fold

Content that is visible before you scroll down a page.

Ad Extension

Additional business information (e.g. reviews, phone number, links, etc.) that can be added to all ads within a pay per click campaign.

Affiliate Marketing

This kind of digital marketing is similar to a pay per click campaign, except the business selling the product pays the affiliate only if a sale is actually made.


A set of rules applied to websites and social media platforms that identifies relevant content and ranks the content in the search engine results page.

Alt Text (Alternative Text)

Critical in digital marketing because it helps search engines understand a graphic.

Anchor Text

Clickable text in a hyperlink that takes you to a specific page outside of the content the text is in.


The method of identifying which events influenced to a desired outcome, and then allocating a value.


Platforms that allow digital marketing firms to automate repetitive tasks.


Any inbound link from someone else’s site to yours.

Banner Ad

A form of advertising that is embedded into a webpage.


A search engine owned and operated by Microsoft.

Black Hat

A way to boost SEO rankings by using tactics that are against the search engine’s terms of service.


A chronological series of entries that are regularly updated on a website.

Bot (aka Spider)

The process for search engines to identify new and updated web pages to be added to its index.

Bounce Rate

The percentage of visitors that enter the site and then leave without looking at any other pages on the site.

Brand Awareness

A measurement of how well your specific brand, product, or service is known in your target market.


A program that people use to navigate the internet.

Call to Action (aka CTA)

Content that is intended to entice the audience to perform an action.


Employing a variety of activities designed to promote a business, product, or service.


A HTML tag that notifies search engines a webpage is the preferred version of a URL.


Traffic sources with the same medium.

Click-Through Rate (aka CTR)

The percentage of people who click on your ad after seeing it.

Contact Form

A method for the target audience to ask a question, place an order, or give feedback.


In internet marketing, used to share information about the business; content promotes the brand as much as it does the services or products.


When the targeted audience performs the desired action on your site, such as subscribing or buying items.

Conversion Rate

The rate at which users take a desired action.


A small text file placed by a website server on a user’s computer via their
internet browser.


Content that is written for a specific purpose like advertising or brand recognition.

Cost Per Acquisition (aka CPA)

The cost associated with an acquisition (e.g. form submission, sale, phone call, etc.).

Cost Per Click (aka CPC)

The amount paid for each click in a pay-per-click campaign.


A web bot that browses the web to index content.


Cascading Style Sheets are a language that manages a webpage’s appearance and design.


A fantastic tool that allows marketers to monitor campaigns and track progress toward their goals.

Digital Marketing

Promoting brands, services, and products via digital technologies and platforms.

Direct Traffic

When a visitor either types in a website’s URL or access the site from a bookmark.

Display Ads

Ads that pop up for a business on a different website.

Duplicate Content

Content that is similar or exactly matches copy within or across domains.


Any business or commercial transaction that transfers information across the web.

Email Advertising

Targeting individuals or groups via email to promote a brand, product, or service.

Email Automation

A great internet marketing tool to lets you automate emails sends.

Email List

A list of people who have subscribed to your emails.

Email Marketing

A form of digital marketing where you send emails to people who are already interested in your business.


A social networking site that allows people to share information and pictures with each other.

Facebook Advertising

An ad created by a company that is served to Facebook users based on demographics.

Featured Snippet

Summarizes a potential answer to a user’s query at the top of a search engine.

Form Fill

When the user fills out a form to subscribe to an email or to receive information from a website.

Geographic Targeting

Geotargeting is a method of internet marketing where the marketer tailors information to the location of the user.


A search engine.


Google’s social networking platform that comes with integrated apps like Hangout, Duo, and Circles. It allows you to see who you share things with and to contact them in various ways, e.g., video, chat, text, posts, etc.

Google Adsense

A program that allows webmasters to display ads in exchange for money when the ad is clicked.

Google Adwords

Google’s advertising system that allows digital marketers to set a budget for ads and only pay when an ad is clicked.

Google Algorithm

A magic formula that Google uses to rank photos and content that will best answer a query.

Google Analytics

A great free tool that allows internet marketing experts to measure website traffic.

Google My Business

Another great free tool that marketers use to manage their information on Google.

Google Reviews

Business reviews submitted to Google.

Google Search Console

A free tool from Google that lets website owners or digital marketing professionals monitor their website’s performance in the Google search index.


Used on social media sites to describe a topic or theme.

Header Tag

Ranked from H1-H6, with H1 being the most important heading.


A tool in digital marketing that shows marketers what parts of a page users interact the most with.


A computer language used for website creation.


Web protocol that controls how data are organized and transmitted to servers and browsers.


A secure way to send data to browsers and servers.


Digital content that when clicked sends users to a new document.


The display of a digital content or an advertisement on a user’s screen.

Inbound Marketing

Using content, blogs, social media posts, and other channels to familiarize a potential customer with your brand before they even decide to use your services or make a purchase.

Internet Marketing

Refer to digital marketing.

Interstitial Ads

Full-screen ads that cover the screen of an app or webpage.

IP Address

Numbers that are assigned to devices connected to the internet.


Another computer language, that makes a website interactive.


A phrase or word added to the content to help users find a website.

Keyword Density

The amount of times a keyword appears in a content compared to the number of words on the web page.

Keyword Phrase

A phrase—two or three words—commonly added to the content to help users find a website.

Keyword Stuffing

Adding keywords to content with the intent of gaining or increasing ranks in search engines.

Landing Page

The page that is accessed through a link on another web page.


A potential customer that has expressed interest in a product or service.


A social networking site marketed to professionals.

LinkedIn Advertising

A way to send highly targeted messages to unique audiences through the social networking platform.

Long Tail Keyword

A keyword phrase that contains three to five words.


Another word for the channel being used to contact a target audience (email, telephone, billboards, etc.)

Meta Description

Provides an overview of the content of a page.

Mobile Search

Sending a search query from a mobile device.


A tag that lets a search engine know not to count the link to other pages as votes of favor for that content.

Organic Traffic

Users that visit a website from search engine results pages.

Paid Search

When the marketer advertises within the sponsored listings of a search engine or on a site and pays each time the ad is clicked.


Occurs when a webmaster is charged for an ad that was clicked

Pop Up

A temporary ad that appears within the active window.

Quality Score

A rating of a websites pages, ads, keywords.


A question that is answered from a database.


The total number of people who are exposed to an advertisement, landing page, or websites during a given period.


Lets the search engine know that the URL it is trying to reach has moved.

Referral Traffic

Visitors that come to your website from links on another website.

Rel Canonical

Informs search engines that the webpage is the preferred page.

Retargeting (Remarketing)

A method of advertising to visitors to another site after they leave your website.

Schema Markup

A type of rich snippet that allows you to show more information to the user in search engine results. It can add pictures or ratings and generally enhances your information.

Search Engine

Websites that gather and assemble information from across the internet.

Search Engine Marketing

The efforts, both paid and unpaid, made by an internet marketing expert to gain traffic and visibility in search engines.

Search Engine Optimization (aka SEO)

Maximizing the number of visitors to a website by focusing on content, keywords, and page load time.

Search Engine Results Page (SERP)

The page that the search engine shows to users after they submit a query.


A measurement of the actions a user takes on a webpage in a certain amount of time.


Hyperlinks that takes users to a specific landing page.


A file that shows all the pages of on a site to help the users and bots quickly find information.

Social Advertising

The use of social media platforms to promote a product or business.

Social Media

Platforms that allow users to create and share content or communicate with each other.


The origin of traffic to a website e.g. social media site, search engine, etc.


Unsolicited or unwanted advertisements.


Refer to bot.


A term assigned to a piece of information, like a webpage, that describes it and makes it easier to find in queries on search engines.

Title Tag

The clickable headlines that show up in the search engine results page.


A digital news and social networking site for people to communicate and share content.

Twitter Advertising

The use of tweets and paid promotions to get more people to follow a brand or look at a product.

UI (User Interface)

The series of screens, keyboards, pages, and visual elements a user interacts with on a device.

Unique Visitors

The number of visitors who view a webpage during a period of time.


The address for a webpage.


The attitudes a user forms about a company’s website, product, or service.


A location on the internet with one or more web pages.

White Hat

SEO tactics that are focused users to improve a quality score.


The blueprint for a website.


A computer language that allows users to determine their own markup languages, usually to display documents on the internet.


A social networking site designed to let users review and rate businesses.


A video-sharing network where users can upload their own videos and watch and comment on other videos.

YouTube Advertising

Ads that pop up before a video is played, or clickable videos that discuss a product or service.


There is a lot to know about digital marketing, and if you think you need more information or maybe you need a marketing team that really knows their stuff, call us today!