Marketing Glossary: Terms and Definitions

Our marketing glossary is a dictionary of the most used marketing terms and definitions in our industry. We created this resource to help marketing professionals and organisations better understand complex jargon, acronyms and concepts, so they can get more out of their marketing.

A - F

A/B Testing

A/B testing is the process of testing variations of web pages, which are shown at random to a group of users, and using statistical analysis to determine which variation performed best.

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Account-Based Marketing

Account based marketing is a B2B marketing strategy where sales and marketing work together to target specific contacts, leads or customers known by the business.

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Activation

Activation

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Ad Group

Ad Group

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Alt Tag Attribute

Alt Tag Attribute

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Backlinks (SEO)

Backlinks are external hyperlinks used to link from one website to another. They form an integral part of search-engine optimization, often touted as the main ranking factor search engines use to rank pages.

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Bid Strategy

Bid Strategy

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Black-Hat SEO

Black-hat SEO, is a form of search engine optimization where a website uses ill practices in order to artificially improve their rankings for search queries. These practices often break service agreements and can lead to penalties.

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Blog Post

A blog post is a piece of content in written form, published on a blog. Blog posts can often contain multimedia including, images, audio and video.

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Bottom of Funnel Keywords

Bottom of Funnel Keywords

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Bounce Rate

Bounce Rate

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Brand Reputation Management

Brand reputation management is the process of monitoring and improving the perception people have of that brand. Some benefits of effective brand reputation management include; higher customer NPS, increased retention and higher profits.

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Call to Action (CTA)

Call to Action (CTA)

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Churn Rate

Churn Rate

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Click-through Rate (Metric)

Click-through rate (CTR) is the % of users who clicked through to an offer, after seeing it via an advertisement or campaign. Your click-through rate can be calculated by dividing the number of clicks by impressions and multiplying that by 100.

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Clicks (Metric)

Clicks is a marketing metric which represents the number of people who clicked, visited or interacted with your marketing campaigns.

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Competitor Analysis

The process of analysing the competitive landscape of a business to seek opportunities which could lead to business growth.

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Content Analysis

Process of analysing the performance of all content produced by a business, to make decisions and form new strategies.

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Content Delivery Network

Content Delivery Network

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Content Gap

Content Gap

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Content Management System

Software that provides tools for users to create, manage, host and share content.

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Content Marketing

The process of distributing, promoting and marketing content to reach a business’ target audience.

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Content Strategy

A strategy for creating, publishing and promoting content to achieve specific marketing and business goals.

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Copywriting

The act of writing content to convince people to take action. This content can come in the form of emails, sales pages, one-pagers, landing pages, blog posts and more.

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Cost Per Conversion (Metric)

A metric used to measure how much it costs to acquire a conversion (such as a customer). It is calculated by taking how much money is spent on an ad campaign, divided by the number of conversions (customers) over the same time period.

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Cost-Per-Action (Metric)

A measure of how much it costs to generate an action. An action can be determined to be a click, form completion, review, conversion, or any action at all.

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Cost-Per-Click Advertising (CPC)

An advertising model that charges advertisers on a per click basis.

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Day Parting

Day Parting

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Dwell Time

Dwell Time

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E-Commerce

The practice of buying and selling products, physical or digital via an online marketplace.

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Email Outreach

The activity of creating and sending email marketing campaigns to specific individuals to get them to take a positive action.

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Email Service Provider

Software used to run email marketing campaigns at scale. Can also refer to email clients like Gmail and Outlook.

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Exact Match

A filter used in paid advertising campaigns to target users who only use these exact search queries. Excluding every other variation from a campaign.

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External Links

External Links

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G - L

General Data Protection Regulation (GDPR)

The General Data Protection Regulation is an EU law all businesses who capture data on web users from the EU have to abide by.

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Goal Tracking

Goal tracking is the process of tracking core business and marketing objectives. They’re most commonly used in website analytics software to track the effectiveness of channels, pages and campaigns.

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Google Penalty

A Google penalty is an action of penalization placed on a website for using ill practices to artificially increase their rankings on Google’s search engine.

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Header Tags

Header Tags

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Impressions (Metric)

Impressions are defined as the number of people who saw your campaign or ad, but didn’t interact with it. You can often find this metric in paid advertising channels.

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Inbound Marketing

Inbound Marketing

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Indexing (SEO)

Indexing is the process of search engines crawling the HTML content of website pages and adding the content in their database to be found by users who search using keywords.

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Internal Links

Internal Links

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Keyword Difficulty

Keyword Difficulty

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Keyword Research

Keyword research is a market research based activity. Often used to identify words and phrases most appropriate to target, in order to generate brand awareness and attract a specific target audience.

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Landing Page

A landing page, often referred to as a “squeeze page” or “lead capture page” is a page where users land to complete a specific action.

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Latent Semantic Indexing (LSI)

Latent Semantic Indexing (LSI)

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Lead Generation

Lead generation is the process of using marketing channels, software and strategies together to attract leads (also known as prospects) into the sales and marketing funnel.

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Link Building

Link building is an SEO-based marketing activity of generating backlinks from a set of websites to your website in order to rank pages higher in search engines.

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Local SEO

Local SEO is the practice of increasing search visibility and brand awareness of local businesses to users who are searching for their product or service right now.

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M - R

Marketing Automation

The process of using software to automate marketing activities focusing on pushing leads further down the funnel.

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Meta Tags (SEO)

Descriptive tags which search engines use to place web pages in their index.

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Meta Title (SEO)

A descriptive title of a webpage which search engines use in their index. Maximum of 60 characters.

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Meta-Description (SEO)

A short description search engines use to categorise web pages in their index. Length can range from 120-160 characters.

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Middle of Funnel Keywords

Middle of Funnel Keywords

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Mobile Responsiveness

Mobile Responsiveness

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Negative Keywords

Search queries, advertisers use to prevent their campaigns from attracting unwanted attention.

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On-Page SEO

The process of optimising web pages for search engines and end users. Making it easier for search engines to figure out what a web page is about.

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Open Rate (Metric)

The % of users who opened an email campaign. Open Rate is calculated by dividing the number of opens, by total emails sent, multiplied by 100.

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Organic Traffic

The opposite of paid traffic, a source of traffic generated to a website through organic channels only. SEO and social media are examples of organic traffic channels.

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Page Readability Score

Page Readability Score

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Paid Advertising

Paid Advertising

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Partner Program

A mutually beneficial program focused on helping businesses sell and retain products and services.

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Pillar Page

Pillar Page

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Position (SEO)

The place a webpage ranks in search engines for a given keyword or search query.

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Product Marketing

Product Marketing

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Product Weaving

Product Weaving

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Quality Score

A measure of the quality of an advert placed on Google AdWords platform in relation to other adverts and keywords.

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Query-Level Bidding

Query-Level Bidding

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Rank Tracking (SEO)

The process of tracking a website's search engine ranking positions for a chosen set of keywords or search queries.

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Redirects

Directives and commands given to search engine robots to control the index coverage of a website.

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Referral Marketing

A marketing initiative which incentives happy customers to act as brand advocates in order to generate more sales and revenue for a business.

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Remarketing

The act of sending marketing messages to prospects, leads or customers who have already been marketed to previously - usually resulting in higher conversions and lower ad spend.

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Remarketing Lists for Search Ads

Remarketing Lists for Search Ads

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Reply Rate (Metric)

The percentage of users who reply to an email campaign. It is calculated by dividing the number of replies by the total number of emails sent, multiplied by 100.

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Return on Advertising Spend (Metric)

A metric to measure the return of investment from an advertising campaign. Can be calculated by deducting advertising spend from total revenue generated.

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S - Z

SEO Content Audit

The process of analysing and improving the SEO performance of a website's content pages.

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SEO Strategy

SEO Strategy

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SEO-Friendly URL

SEO-Friendly URL

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Sales Funnel

A funnel, sales and marketing teams use to strategize and monitor the movement of leads through the customer journey.

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Search Engine Optimization

The process of optimising a website for search engines and users alike.

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Search Queries

A list of phrases and keywords users enter in search engines to find things of interest.

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Search Visibility (SEO)

A metric which shows how visible a business is on search engines for keywords of interest.

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Search Volume (SEO)

The average amount of monthly searches made for a given keyword.

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Semantic Title Optimization

Semantic Title Optimization

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Share of Voice

A metric used by SEO software to show how your rankings compare to your competitors, painting a detailed picture of a website's SEO. There is often a positive correlation between share of voice and actual organic search traffic.

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Shared Budgets

Shared Budgets

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Sitemap (SEO)

An XML document which provides search engines with a map of content pages to index.

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Social Media Monitoring

The process of monitoring brand health, keywords and competitor activity on social media platforms.

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Target Keyword

Target Keyword

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Target Market

Target Market

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Technical SEO

Identifying and fixing issues preventing search engines from indexing webpages. Also includes QA, testing and mobile usability.

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Title Tag

Title Tag

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Topical Relevance

Topical Relevance

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Unique Visits (Metric)

The number of individuals who visited a website or set of webpages in a given time period. E.g One person visiting multiple times throughout the day, is counted as one unique visitors.

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User Experience (UX)

The experience a user has whilst using a website, app or software application.

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Value-Based Pricing

Pricing structure that focuses on the value generated for a product or service provided opposed to deliverables, or costs.

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Website Conversion Rate (Metric)

Measures the ability of a website to generate conversions of any kind. Is calculated by dividing the total number of conversions by the total number of visitors, multiplied by 100.

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