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301 Redirect: A 301 redirect is a commonly used method to permanently readdress your content from an old URL to a new URL. This technique is specifically used when the website is being redesigned or a web page and URL are updated.

404 Error: When a URL remains unfound, a 404 error message is displayed. Developers completely removing a page from a website add a 404 redirect message to note that the page no longer exists.


A/B testing: A testing scheme recurrently used in all forms of marketing to create two versions of creative (ex: ad copy, an email, an image, a landing page) used to test against each other in a campaign and see which one your audience responds better to.

Above the fold: Often, we see a placement above the bottom cut off of the screen while using a website. Companies often put forms, videos, or the most relevant information here, so it is the first thing a user sees.

Ad: The ability to communicate with potential customers on different mediums like social media, phone or even print requires a paid technique that involves creative messages called Ads. This includes display ads and search, which present information using copy and images to get a user to click through to the corresponding web page.

Ad fatigue: When users are exposed to the same ad again, it loses its influence on them, resulting in fewer clicks and comments. This is known as Ad fatigue. Its occurrence alerts the advertisers to update and create to stay relevant and provide users with a positive advertising experience.

Ad group: Ad groups are the subcategories that contain ads in a pay-per-click account. They mark many keywords and are often broken out into various ‘themes’ that form a campaign.

Algorithm: Algorithms are an intricate set of rules, search engines and marketing platforms used to choose which ads will turn out to be the first ones to appear. This is done with keyword bidding, ad relevance, quality score from the landing page, optimization on the website, and other various factors.

Alt-text: Word or phrase used to tag an image in the HTML . This tells users or the Google Bot about the specific image and what it contains. It also gives Google a chance to see what your website includes, and serves another chance for users to get in touch with your site by searching on relevant keywords.

Anchor text: This clickable blue underlined text is, in fact, a link associated to a related site, used to connect a user from one website to another.

Attribution: Attribution allows multiple methods of finding out the exact touchpoints of the marketing process responsible for converting a customer.

Audience: The target and the main focus of the entire campaign and the ones you aspire to convert. Their numbers can vary according to the advertising channel.

Audit: A complete bird’s eye view to judge a website’s performance and give the company an in-depth look at all aspects of their webpage and provide advice for any form of needed enhancement.


Backlink: Backlinks are better explained as incoming hyperlinks. They travel from one website to another and affect the reputation of the reached site. Possessing a large number of backlinks can improve a website’s performance and searchability from a search engine.

Bid: The money paid by marketers to illustrate their Ads. Usually, in pay-per-click advertising, this refers to keyword bidding and the figure that advertisers will place on a keyword, so Google considers them in their algorithm.

Bing AdCenter: This is a Microsoft alternative to the well known Google Adwords. It works as a platform, available at Yahoo! And Bing where consumers can handle their pay-per-click advertisements for SEM.

Blog: A website or webpage designed for personal and well-informed posts presented in a friendly manner to reach an interested audience.

Bots: A web crawler programmed to discover new or updated pages and websites. Popularly known as ‘Google Bots’ and ‘Spider’. When a user types a specific search query to a search engine, Google’s Bot crawls the internet to look for the most relevant results.

Bounce rate: The expression used to depict the percentage of users who go away after viewing only a website page. This helps in determining user interest and guides the company to fix certain aspects of its website so that it appeals to the maximum number of customers.


CTA or Call to Action: A fundamental turn of phrase used in the marketing world to get the audience to take action. Some general examples of widespread calls to action are “Shop Today,” “Contact Us,” “Call Now,” etc.

Campaign: A set of keywords sharing a budget, location targeting, and other settings, often used to organize categories of products or services that are offered. Campaigns are usually made up of one or multiple ad groups.

Channel: The chosen avenue or outlet used for marketing an audience. Common marketing channels are Google, Email, Social Media etc.

Clicks or Ad Click: The sum total of clicks that an Ad collects.

CTR or Click Thru Rate: The number of times a user clicks on an ad is expressed in percentage values.

Code: In the language of digital marketing, codes are a set of programming instructions that make up a website or instruct its performance. Some of its types are JavaScript, HTML, or XML.

Conversions: The working done by a user to arrive at the completion of the desired action derived from an ad. In paid advertising, conversions facilitate industry to see how well their advertising is going, and whether the customers are relating with them or not.

.CVR or Conversion Rate: The percentage of times an Ad will convert an average user as they click on it.

Cookie: When customers visit different sites, information is stocked up in the form of a small digital file which is stored on the backend of their computers. This file will remain safe either permanently or temporarily, as long as the user wants it to be.

Copy or Ad Copy:  Copy can likewise be alluded to as the actual content on a site’s pages. However, when discussing the copy, it is generally regarding the features and depiction that go with the advertisement.

CPA or Cost per Acquisition: Or likewise alluded to as cost per change, it is the sum a business or publicist will spend on one transformation from a promotion. On the off chance that an organization is burning through $500 and 20 transformations, their expense per securing ($500/20) is $25.

CPC or Cost per Click: The sum a business or promoter is paying per a single tick on their advertisement. In the event that an organization is burning through $500 on promoting and they have 200 ticks on their advertisements, their expense per click ($500/200) is $2.50.

CPL or Cost per Lead: The sum a business or publicist is paying per one lead from a promotion. If they are burning through $500 on publicizing and have 100 leads, their expense per lead ($500/100) is $5.00.

CPM or Cost per Thousand: The sum a business or promoter is paying per 1,000 impressions of an advertisement. On the off chance that an organization is burning through $1,000 in publicizing and they have 4,000 impressions, their expense per thousand (($1,000/4,000)x1,000) is $250.

Crawling: The way toward examining a site to find new pages, refreshed pages, or eliminated or diverted pages. This is finished by a Googlebot, or ‘Arachnid,’ either when a client utilizes an internet searcher, or when a publicist is ordering (see: Index) a site from the backend.

Creative: The symbolism of a promotion. Innovative is the meat of the promotion that is intended to attract the crowd’s consideration and get them to play out an activity.


Dashboard: A spot to see exceedingly significant measurements initially. Regularly utilized in Google Analytics, this workspace permits a promoter to follow their business’s main measurements throughout an assigned timeframe and decides how clients are associating with their site.

DSP or Demand Side Platform: A framework that gives the innovation to promoters to buy advertisement space through a constant offering closeout. Basically, you could utilize a DSP to get your advertisement on an outsider site on the off chance that you need to advance a showcase promotion. When a client reaches the site, the DSP innovation will investigate the client’s socioeconomics, interests, and diversions (all gathered through the treats on their PC), contrast that and the publicist’s offers, and settle on a constant choice on who wins that advertisement situation. DSPs calculation will join promotion importance and premium with offer methodology to figure out which sponsor winds up on top.

Demographics: Statistical information identifying with everybody or the more modest gatherings inside it. By and large, socioeconomics are separated by age, sexual orientation, area, pay, occupation, nationality, and race. It is a typical practice in showcasing efforts to target promotions towards one or a few socioeconomics.

Digital Advertising: A kind of internet promoting that utilizes pictures or video to convey their advertisement, instead of text-based publicizing. Show publicizing is utilized across stages like Google AdWords, AdRoll, Facebook, Instagram, and that’s just the beginning.

Domain: A name utilized in URLs to recognize site pages and where they should be. For instance, in URL, the space name is

Domain Authority: The proportion of intensity and area name has, and how it positions in a web crawler. The area authority is dependent on three primary variables: age, prevalence, and size.

DKI or Dynamic Keyword Insertion: A component in Google AdWords that permits a sponsor to redo their advertisements dependent on what their clients look for. To empower this component, a little, extraordinary bit of code is set in the promotion text that tells an internet searcher when a client utilizes one of their catchphrases, or to supplant the code with the watchword that set off their advertisement.


Email List: A crowd of people list utilized explicitly for email marketing. An email rundown can be curated in a wide range of ways, regardless of whether that is select in or buying in to content (a client requests to be on the rundown), gated content (a client should enter their email to download or get content), or when a client turns into a client by finishing a buy and remembering their email for their data.

Email Marketing: A kind of content promotion explicitly sent through email. Email marketing can be utilized to disseminate content, deal advancements, administrations, or create associations with possible clients.


Frequency: The number of times an ad makes an impression on one person. Often, advertisers will limit an ad’s frequency so a user doesn’t experience ad fatigue by seeing the same ad too many times, and develop a negative connotation with that advertiser.


Google AdWords: Google Ads is an online advertising platform developed by Google. AdWords allows you to build, manage, and optimize campaigns, ad groups, ads, and keywords within a single account.

Google Analytics: A stage in Google that tracks and measures different measurements of a site to show a promoter or organization how a client connects with their site, and how their site is proceeding all in all.

Google Tag Manager: A stage in Google that deals with all labels for a site in one spot, permitting the promoter to handily change, update, or add new labels or code pieces to their webpage without going into the backend of the site.

Google Search Console: This is an administration for website admins to screen, keep up, and upgrade their web presence. Normal regions of the center in GSC are site ordering, site traffic, and slither mistakes.


H Tags: They are also called the Header tag, or <h1> tag in HTML, it is the title of a page, and will stand out among the rest of the text on a page. Other header tags in HTML include h2, h3, h4 and so on. This represents the hierarchy of titles and subtitles on a page. Google uses these tags when they crawl the backend of a site to get an idea of what that page is about.

HTML or Hypertext Markup Language: Hypertext Markup Language is the standard markup language for documents designed to be displayed in a web browser. A coding language used to create a website. The letters, symbols, and numbers within a text file will determine what a website looks like and how it will perform.


Impressions: An impression is when an ad is fetched from its source, and is countable.It is basically the number of times a potential customer sees an ad. This can be through a search engine results page or through display advertising. This is a common metric tracked in pay-per-click campaigns.

Inbound Link: Inbound links are defined as links from other sites that point to your site. This is also referred to as a ‘backlink,’ it is a link directing users to a website from a separate or third-party site. It is essentially with boosting and endorsing.

Index: The process of gathering and recording all pages on a particular website. This is a commonly-used feature of Google Search Console. Google will crawl a website to index all current pages, add any new or updated pages, and remove any deleted pages.


JavaScript: A programming language primarily used in web production that presents itself as animation or movement. JavaScripts are used on a website or page is what makes certain parts interactive, such as the search bar, a video, or a live-feed.



The keyword is the word or phrase that people write on the search engine to find the relevant content. It is basically a small description that defines the content you are looking for. In short, it is web-based metadata for searching the web site.

Keyword Research: Keyword research is based on the words, phrases, sentences, or questions that most people use to find the website, web page, or content. Web owners first do research about the words and use them in their content so people can easily find them. Usually, these are commonly used words web owners add on their website to get a high ranking on search engines.

Keyword Stuffing: To get a high ranking on search engines, the right use of words and a proper number of additions in content is important. For the SEO practice, it is important to add the keywords according to the requirement of content as well as described in the SEO rules.

In this way, keywords appear in the search and a person can click on the page to reach the particular content.

KPI or Key Performance Indicator: KPI is an important parameter to measure the success of the company. It includes certain factors to identify the website’s performance and determine how the site is working. Is it really producing expected results or not.


Landing Page:  The primary purpose of creating it is to market or promote the company. When a person reaches the website, he reads about the company. Moreover, the page contains the call to action so the visitor can contact and get know-how about the product or services the company is offering. Usually, people land on the page by clicking on an ad displayed on social media websites or on different web pages.

Lead: Lead is an essential element of SE marketing. It develops an interest in the potential buyer towards the product or service. It is a key indicator for checking the target audience’s performance, success, and check-in number.

Lookalike Audience: The lookalike audience is the facebook segmentation tool. It works to find the users having the same demographics and interests as the existing followers. These are very easy to implement and create. Thus, it is a powerful marketing tool that helps in finding high converting users.


Marketing Automation.

Marketing automation is a tool or software used by the marketing department to automate marketing activities. The software keeps in check on the repetitive tasks and helps in doing a different type of marketing through emails, social media, or backlinking generation.


Metadata is the information that describes the relevant data. It is basically a prefix that IT uses to define the brief description about the web content. It summarizes the basic description or information about relevant data available on the website. It helps in working and finding the particular information of the data easier.

Meta Description: A meta description is a tag that helps in describing the information about the web page. The snippet of text appears in a search engine when the user searches by adding a particular keyword. Its description appears in the headline and you can find it by right-clicking on the page and then select the view source or view page source. It is an HTML element that summarizes the content on the search engine page.

Meta Title:  Meta title is also an HTM document that refers to the title that appears on the search engine. It is displayed in the web page tab and the search engine. It is also known as the page title or the title tag. The user adds a title to the page’s HTML and is done with the head of the document. The developer uses the title tag to add the meat title.  

Mobile Search: Mobile search is common now because most people use a smartphone. People perform an online search by using mobile phones. For that purpose, most websites are designed mobile responsive so these work the same as on the desktop.


New Users: New users refer to the visitor who visits the website for the first time. The account manager uses specific tools to track the visitors and keep data about the visitors visiting the website each day or a particular period.

NoFollow: Nofollow is the tool that does not allow the opening of a particular link. It is an outbound hyperlink. So search engines don’t allow such links to open, so they do not influence the ranking of other links. The main purpose is to prohibit the ranking of the links with spam or viral content.


OG or Open Graph Tag:  

Open graph tag or OG is the snippet of control that controls URLs’ display on social media websites. These are part of the Facebook open graph protocol. These are used by other social media platforms like Twitter and Linkedin. They are mainly present in the head section of a web page.

Organic Traffic:  Organic traffic is the visitors who directly reached the website from search engines like Bing or Google. These do not reach the website through advertisement nor influenced by promotional campaigns, rather search on their own and visit the particular website.

Outbound Link:

Outbound links are the links through which you move to other websites from which you are present. You can visit by clicking on these links. Almost all websites contain outbound links. Usually, they have paired with no-follow links that remove the inbound links for the other web pages.


Page Speed:

Page speed is the term that defines the length of time that it takes to display the content on a particular page. Moreover, it is that time or length that a browser receives a web server’s first byte. It is measured on mobile or desktop separately.

Page Views:

Pageviews is a metric defined as the number of times the pages are viewed. It is basically the number of times the visitors visited your page in the particular time period. It is only the total number of views on that page. It means one visitor can visit the page several times and improve the views of the page.

Paid Search Traffic:  The visitors who visit the website by clicking on the advertisement through different sources like Facebook, PPC, Google AdWords, and Facebook advertisement are known as the paid search traffic.

PPC or Pay-Per-Click Advertising:  Pay per click advertisement is the process through which advertisers pay each time when a visitor clicks on the ad. There are different advertising channels on the internet. These include Bing, google ads, Adwords, and Facebook.

Pixel:  Pixel is basically a code that tracks the goal of the website. It works by identifying the conversions and form fills revenues ad count purchase orders. It basically identifies the ranking on websites. It is one of the remarketing tools that help the company to promote their business by placing a cookie.

Programmatic Advertising:  Programmatic advertising is done through software to check the buying of digital ad space. There is the use of the algorithms to ensure that ads are visible to the right audience. By this process, the web managers can automate the process, buying ads become more fine-tuned.


Quality Score:

Quality score refers to the quality of the ad. It includes the CPC and ad ranks. Moreover, it is said that a better quality ad is one that has low cost and gets better positions over the organic results. Quality scores are affected by load times, landing page quality, copy, and CTR.


It is the question or query that the user enters into the search bar to get the answer. He finds the specific results by entering the question with some keywords.


Reach:  Reach is defined as the number of audiences targeting the website. With organic traffic, websites get the views naturally while for the paid visitors, the companies pay more to reach their platform. They do marketing via backlinks and advertisements.

Remarketing: Remarketing is the reminder to advertise the product. It is a Google Adword solution and is usually done via email or phone. The marketing managers send an email or contact via a call to remind them about the purchase.

Retargeting:  Retargeting is the showing of ads again to the visitors. The ads reappear on the page. When a person visits a page, cookies track them and show them ads again. These are the ads for the website that a person has previously visited. It forces them again to visit the site to improve the views of that particular website.

RLSA or Remarketing Lists for Search Ads:  It is the list that the Google ADword creates on the basis of customer behaviour. Business can add tags by adding customers to a list after that Google attaches the cookies. So when the customer searches for the particular content, then the ad reaches the customer directly.

ROAS or Return on Ad Spend:  Return on ad spends is the revenue or money that the company receives from the investment they have done on the advertisement.

Robots.txt or Robots Exclusion Protocol:

It is basically a protocol in the form of a text file that explains how search engines reach a website. One can search for the robots.txt file of any website by entering robot.txt at the end of the URL of the website. It is beneficial for the business to hide the web page that influences their ranking and don’t want to be shown by search engines.

ROI or Return on Investment:  It is the profit that a business earns over the advertisement’s investment. To calculate the ROI, the gain cost is divided by the invested cost. It is based on metrics.


Search Engine:  A search engine is a platform where a person can search for the required content, website, or contact information. Once a person enters a keyword, the search engine provides the search engine page result relevant to the user’s keywords.

SIS or Search Impression Share:

A metric used to check the performance of an online business. It is done by calculating the percent of impressions received on add divided the total amount of impressions that were present for that particular ad

SEM or Search Engine Marketing:  It is the type of pay per click marketing in which the user can find the content from ads and particular results from the search engine.

SEO or Search Engine Optimization:  SEO is the digital marketing element that involves the use of keywords, backlinks, meta title, meta description, and good copy to drive traffic towards the website. The visibility of a website widely depends on SEO. The website developed according to the rules of SEO to get a high ranking.

SERP or Search Engine Results Page:  When you enter a keyword in the search engine, you get different links to the website. The list that appears in front of you after searching is the SERP. It shows both the organic search results and advertisement.

Sessions:  It is the metric or tool that determines the time users spend on a particular website. It determines the engagement of the user for the web site. Therefore, the web developer gets an idea of how impressive the web page is and how much time a user spends on the website. Is it really valuable for the user or not.


A sitemap is a page where the web developer provides the information of pages, videos, and other files. Search engines read this file and help the user directly reach the particular content he is searching for.

Spider:  Spider is the web crawler that helps the user to find particular content. It helps the search engine to index the websites.



Tag is basically the data that the user interacts with or searches. It is also known as a web beacon or pixel. It helps the third party integrate the application, gather the user’s information, and set cookies.

Trigger:  It is an automated response and attached to the tag. The prominent role is to allow the tag to fire. For example, if the user ends the checkout process, the trigger sets a cookie and uses that information for remarketing purposes.


URL or Uniform Resource Locator:

It is the address of the website through which the visitor reaches the targeted page. Users, enter the web address on the search bar and directly open the page.

UTM Tracking:  UTM is the tool that tracks the web traffic of the website. It is entered at the end of a web URL. UTMs are a helpful source as it helps the business know about their traffic and monitors those coming back to their site.


Value Proposition:  It is a statement that makes a promise with the user that the product or service they are availing from a company will be beneficial for them.

Variable:  It is the tool that helps in assessing two or three parameters and then provides a result in which one will work best. The variables are CTA, layout, headline, timing, or copy.


Web page

It is an online business platform where the companies display their product, services, or content. Via the web page, people find the relevant product. It is a document written in HTML.


Several web pages when compiled they form a website. They collectively host information and data. A person can open a website by entering its URL on the search bar or search engine.


Businesses can initiate their online work by using WordPress. It is a platform where the user integrates the services, themes, and plugins to reach their targeted audience.


An XML sitemap is a tool through which the search engines crawl a website. It helps businesses to organize their data and create a connection among the web pages.


Yoast: The WordPress plugin helps the users know about the functionality of their content and website. It includes the SEO analysis, XML sitemap integration, and Google integrations.

YouTube: Youtube is the video search engine platform, where the user can find entertainment stuff and do business to promote their services and products. It is a versatile platform where people are earning by showing their talent, advertising their skills, and promoting their business.

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# 301 Redirect: A 301 redirect is a commonly used method to permanently readdress your content from an old URL to a new URL. This