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Digital Marketing Glossary


Affiliate Marketing
A perform-based marketing practice, where the client rewards on the basis of marketing activities performed by the marketer after the clients gets a visitor on the base of these marketing activities. These marketers are called affiliate marketers.

Anchor Text
The texts through which links are build and identified.

Alexa Rank
Alexa is a powerful tool used to rank web site traffic of the people/ clients who have installed the Alexa Toolbar. "The lower the Alexa ranking number the more heavily visited the site."

A Google’s platform wherein marketer can earn through selling ads.

ALT Text or ALT Tag
The text added to an image that is readable by the search engines. You can see the text when you hover a mouse on the image.

Helps to determine and analyze the website traffic that includes number of visitors, number of pages. It also helps in generating reports of all the analysis done.


Links that are attached to your site from other websites.

Bouncing Rate 
Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.

Blackhat SEO
The unethical or bad SEO practices done by digital marketers.

Broken Links
Backlinks that direct to a page which no longer exists and gives a 404 error.


The static pages that help in increasing page speed and these helps in reducing the server load.

Bots that browse the internet  and read the content from several websites and puts on the search engine page as search results. Crawlers index the read pages.

Canonical Links or Pages
The main or the single link that identifies the site when there are multiple pages or similar content pages.

CTA (Call-to-action)
The words or buttons or parts of websites that help visitors to engage with your site or make a purchase.

Click through Rate (CTR) 
It determines the total number of visitors who viewed the particular ad compared to the number of visitors who have clicked it.

Cost per click (CPC)
The client makes the payment on basis of the number of clicks done for a particular ad or campaign.

Cost per Mile (CPM)
The cost is determined on the basis of 1000 impressions made for an advert.

Conversion Rate
The number of people who get converted through the various marketing activities performed.

It is a text file that saves  and tracks the data related to the website activity that includes web login sessions.

The various types of data or information you upload on your site to attract visitors. Content can be a blog, images, videos, forms etc.

Content Management System(CMS) 
These are systems that help in proper management of content across website.  Through CMS you can also publish various types of content on web. They also help in tracking and generating reports for uploaded content.


Deep linking 
When Backlinks are created to the inner pages of the site, deep linking is performed.

It’s a tool that helps search engines to ignore the specific links chosen by you before it does a overall ranking of your site.

It is term that can be included in the code that allows as a acceptance to the search engines to follow your Backlinks.

Domain Name
A unique name of the site that includes alphabets, words, numbers that acts as a identity name of the website.  Domain name helps in identifying your website amongst various other similar websites.

Domain Authority
It is a metric, a part of SEO that helps to determine the ability of a website to be ranked in the search engines.

A website that holds the list of other website that are similar. It also categorizes these websites.

Display Ads
Ads  also referred to as banner ads that can be seen on various online sites, social media pages and are seen in different formats like images, flash, audio and videos.

Display Network
It’s a platform that shows display ads on their site pages. Google’s display network reaches around 2 million websites. Marketers can easily target audiences through display ads on the basis of keywords, topics etc.


Email Marketing
Promoting  products and  services in turn attracting potential leads through emails.

Email Listing
List of email ids that can be further used to send targeted email campaigns. These list can be classified according to users so that specific emails can be sent as per the categories.

External Link
The links are targeted towards outside or different web pages.


Facebook Page & Advertising
A single page and feature of Facebook, that allows to showcase your products and services and that is exclusively designed for you. It give you an access to Facebook Ads Manage through which you can create ad campaigns for your audiences.


Google Algorithm
These are the standards and procedures used by search engine to read and rank websites. Google uses a combination of these algorithms and keeps on updating them from time to time. Some of the google Algorithms were – Panda, Penguin, Humming bird etc.

Google Page Ranks
Page Rank is a link analysis algorithm, used by the Google search engine, that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set.

Google Search Console
It’s a tool that specially measures the visibility of the sites on the search engine pages, and by crawlers. It measures the number of indexed pages, broken links, CTR etc.

Google Click Identifier
Helps to keep a track of the visitors clicking a particular ad.  Usually used when doing a Pay Per Click ad to know how many visitors clicked the ad.


HIP (Hits & Impressions) Page Rank
It shows the increase or decrease of the traffic on a particular web page. The number of clicks or visitors visiting the page.

Number of Links clicked.

Hashtag # 
Used specially on social media platforms like Twitter, Instagram to help users to find a particular content. This allows users to search for various topics on the social media as adding hashtags will target topics or content just relating to the Hashtag.

Top portion of a web page

Header Tags
Are referred to as H1, H2, H3 …. Are the tags used define and categorize the header text in the form of headings.

Used only once for main title/heading of the page

Used only once for main title/heading of the page

Used to show the sub-topics under H2 tag.


Refers to the pages crawled by the search engines before displaying them as search results.

Number of people who viewed you adverts.

Inbound Marketing 
Marketing activities performed to attract potential users to your site. Traditionally called as SEO activities.


Selling products / services, signifying the products/services.

Keyword Density 
Refers to the ratio or percentage of keywords contained within the total number of index able words within a web page.

Keyword Frequency
Means the number of times a keyword phrase or keyword appears with in a web page.

Keyword Prominence 
Refers to how prominent keywords are within a web page.

Keyword Proximity
refers to the closeness between two or more keywords.

Keyword Stuffing 
Including more and more keywords on a webpage in a verge of fooling around the search engines and increasing density of the keywords. Google penalizes sites for doing keyword stuffing.


Potential audiences who are already in the sales funnel and can be easily converted into a client.

Landing Page 
The desired webpage wherein you want your target audience or customers to come and visit, when they click on a link. Some landing pages help in redirecting the clients to other webpages and some landing pages are specifically designed for lead generation.

Latent Semantic Indexing 
Is a method of indexing of the content by creating a relation between words and phrases to form a good understanding about the text.

Link Building
Connecting with other websites to attract more audience.


Meta tags are HTML codes that are inserted into the header on a web page, which includes title, Meta descriptions & Meta keywords.

Meta Description
Briefly describes the content (company & products) on the website.

Meta Keywords
Google doesn’t support met keywords after 1998, but these keywords earlier were very useful as they helped search engines to filter content and bring out better search results.


These are the tags added to links that tell search engines not to follow these links while ranking the site.

Tags used to tell search engines not to index these pages. With the help of Noindex you can noindex the entire sections of a particular webpage using a robot.txt file.


Organic Traffic
The original traffic that comes from clicking on the non-paid search clicked by the visitors.

On-Page SEO
The search engine techniques applied on the website to increase traffic.

Off-Page SEO
The search engine techniques applied outside the website like link building, creating and promoting on social media pages.

Outbound Link 
Links that go from your website to the other websites.


Clients who show interests in the website/ give verbal confirmation, near to closing or finalizing the deal.

PPC (Pay Per Click)
A pay-per-click campaign is an advertising model used to direct traffic to websites, where advertisers pay the publisher (a search engine or website) when the ad is clicked.

Issued by Google to the site owners for breaking the search engine guidelines. The penalty even includes removal of sites that do not follow the guidelines.

A file or a small code that can be added to the website to enhance its functionality.


Reciprocal Link
When a third party send back a link to you in return.

When a web browser takes a visitor from one web page to another redirect happens.

When a visitor visits another website from your website this means you are referring the website to the user.

It’s a form of targeting customers again and again compelling them to make a purchase or take a action. It is a way of following users and making attempts to get the user back.

Responsive Web Design
Creating websites that look and work same irrespective of the screen size or device. A website that looks same on mobile, tab and PC.

This is a text file that allows which pages to index and which page to not on a website. With help of robot.txt file you can hide certain pages from the crawlers and show the pages you want to show.


Schema Markup
A code that is added to the HTML of a website so that it offers relevant information to the crawlers.

Search Engine Optimization  helps in improving the website performance through various techniques and methods.

Search Engine Marketing mostly refers to the paid version of digital marketing like PPC.

Social Media marketing refers to performing various marketing activities on various social media platforms.

Search Engine Results Page that displays the search results once a user enters a search query.

The time period a user spends on a website during his visit. As per Google, 1 session is considered when a user stays on the website minimum of 30 minutes.

It is the ad extension that usually appears below the ads through which a user can go to the site’s main page or contact page. Google suggests you can use 2-6 sitelinks.

An XML file or page that contains a list of the all the pages and posts of the website allowing search engines to easily understand the website information.

A term that helps to define where the information is from. Source can be a website, a search engine or a directory etc.


It is a identifier used for classifying texts and images .

Title Tag 
Used in HTML to describe specific topic or aspect of the content. It is always better to use descriptive title tags.

Tracking Code 
Used specially for tracking the number of visitors, piece of code placed on thank you pages. Google Ads and Google analytics use these codes to track users.


Unique Visitors
First time visitors on your site that genuinely come from search engines as part of organic search results.

Uniform resource locator that is the address of your website page.

User Interface is the space on a website that a user interacts.

User experience is defined as the overall experience take by a user while browsing on the website.


White hat SEO
Ethical SEO techniques used by digital marketers to enhance the performance of the site.


Extensible Markup Language similar to HTML uses customizable tags to mark information and simply information or data on the website otherwise which is difficult to read by the system.

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