Digital Marketing Glossary

Digital Marketing/SEO Terms are very important for the digital marketing career. You have to understand – the words, phrases, terms, and abbreviations of digital marketing. Then only you will succeed in this field.

Though you may find these terms on google if you search with the proper keywords. It will consume your time because there will be lots of other terms listed too. The purpose of this page is to serve you and reduce that time consumption. You will find on this page the most used, popular, and necessary ones.

You will find all the terms as much as you need on one this page related to digital marketing. I have tried to put all the terms on this page. I believe in getting knowledge and sharing knowledge and making the world educate.

Happy Learning……………

Traffic – Terms and definitions

Lead / Traffic:- A Potential Customer. Typically one who has expressed an interest by giving contact information, such as an email address.

Cold Traffic:- People in your target audience who have never heard of your business.

Warm Traffic: – Audiences who have displayed interest in your offer but have not made a purchase.

Hot Traffic:- Refers to audiences that have already purchased something from you.

Organic Traffic:- Organic traffic is free traffic. That comes to your website due to the number of keywords ranking in the search engine.

Paid Traffic:- That anyone can get on their websites. By advertising content on various social media platforms like a Facebook campaign. Or in search engines like Google using Google Adwords.

Qualified Traffic:- When traffic is “qualified.” It usually means that the visit is relevant to the intended topic of the page. Therefore the visitor is more likely to find the content useful and convert.

Referral Traffic:- Traffic sent to a website from another website.

Abbreviations of digital marketing terms

CO (Core Offer):- Your Flagship offer in a Sales Funnel.

PPC (Pay per Click):- Refers to the advertising model where advertisers pay a publisher. Every time one of their ads is clicked.

CPC (Cost per Click):- The amount you pay a publisher (like a website, social media platform, etc). Each time one of your ads is clicked.

WP (WordPress):- A popular content management system for digital marketing. Available for free at or used for website hosting at

ROI (Return on Investment):- A metric used to compare the benefit of an investment to the cost of Production.

PM (Private Message):- A direct, one-to-one message on social media instant messaging feature.

CPL (Cost Per Lead):- An advertising pricing model where the advertiser is charged for each lead generated from the ad.

CTA (Call To Action):- An instruction given to your audience so that they take immediate, measurable action.

CRM (Customer Relation Management):- Usually in reference to CRM software. That is designed to help businesses automate and synchronize sales, marketing, customer service, and technical support.

CTR (Click-Through-Rate): – A way to measure the ratio of clicks to the number of people who saw an ad, email, or landing page. It is calculated by the number of clicks/number of impressions X 100.

CRO (Conversion Rate Optimization): – The process for increasing the number of people who take a specific action on your site.

ACV (Average Customer Value): – A formula that tells you how much your customer is worth for your digital marketing success.

AVV (Average Visitor Value): – A formula that tells you how much you can pay per click.

GDPR (General Data Protection Regulation): – A data protection regulation and privacy law for all individuals within the EU. GDPR enables citizens and residents to have more control over their personal data. That regulates the rules for international businesses by unifying the regulation within the EU.

GA (Google Analytics): – Software offered by Google that tracks and reports website traffic.

GMT ( Google Tag Manager ):- A system offered by Google that manages tags used to track and report on website pixels.

KPI (Key Performance Indicator): – A metric used to track the success of a business or marketing initiative.

OTO (onetime Offer):- A scarcity offer that is only made once to a specific audience. Similar to a flash sale.

SOP (Standard Operating Procedure):- A documented Method for a routine task.

VSL (Video Sales Letter):- A promotional video that gives the same information provided in a traditional sales letter.

PBN (Private Blog Network):- PBN is also known as a Private Blog network. Where bloggers are creating hundreds of small blogs to give links to their money-making websites. This is a part of Black hat techniques and Google penalizes those sites which are using such shady backlinks strategy.

DA (Domain Authority):-  In digital marketing, it is a number between 0-100 used to rate the authority of the websites. Close to 100 will be the higher authority.

PA (Page Authority):- like website domain authority every web page that belongs to that website has it’s individual

authority rated in between 0-100, once again 100 will be the highest authority.

SERP (Search Engine Result Page):- Pages that search engines show in response to a user’s search query.

SSL (Secure Sockets Layer):- Protocol for establishing a secure private connection between networked computers.

TLD (Top Level Domain): – Last segments of a domain name, like .com or .org.

RPM (Revenue per mile):- RPM stands for the revenue per mile. Which is the matrix of Google Adsense. To judge how much revenue is generated for a particular website, if it got 1000 ad impressions.

CPM (Cost per mile):- CPM stands for the cost per mile. Which is for the advertisers to judge how much money they have to spend to display their ads on the publisher’s website.

SEM (Search Engine Marketing):- SEM stands for search engine marketing. Where you are running some ad campaigns in Ad Network to display your post on top of the search results.

CSS (Cascading Style Sheet):- is the code that makes a website look a certain way (ex: fonts and colors.

DNS (Domain Name Server):- allows domain names (ex: “”) to be linked to IP addresses (ex: “”). DNS essentially translates domain names into IP addresses so that browsers can load the page’s resources.

200 Response:- HTTP status code indicating that the server has succeeded in its request to access a page or resource.

301 Redirect:- Redirect that takes users to a new URL and tells search engines that the page has moved permanently.

302 Redirect:- Redirect that takes users to a new URL and tells search engines that the page has moved temporarily.

304 Redirect:- HTTP status code that is an implicit redirection to a cached resource.

404 error:- HTTP status code indicating that the server couldn’t find the desired page or resource.

410 gone:- HTTP status code indicating that the requested resource is no longer available at the server. And no forwarding address is known.

SEO terms and definitions

SEO:- SEO stands for search engine optimization in digital marketing. These are the guidelines of every search engine to optimize your content around those rules.

White Hat SEO:- When you are following all the On-page and Off-Page SEO techniques under the guidelines of Google or any search engine then those will be known as White Hat SEO.

Black Hat SEO:-When you are trying to manipulate search engines using some shady techniques to rank such as publishing plagiarized content, doing auto blogging to copy-paste other content, driving traffic from the bot, or linking to spammy sites, these all are known as Black Hat SEO.

Grey Hat SEO:- When you combine the techniques of both White Hat and Black Hat SEO then that one is known as Gray Hat SEO, which is usually businesses used to rank faster in their upcoming product launch.

Yoast SEO:- Yoast SEO is a WordPress plugin that is available in its free and premium plan and helps the content writer to judge the On-page SEO parameters based on a focus keyword.

On-page SEO:- On-page SEO stands for On-page search engine optimization, which means your written content should be well optimized around a particular keyword or query, so the search engine can understand what your content is all about.

Off-page SEO:- Off-page SEO stands for Off-page search engine optimization, where you try to get backlinks or references to your website from other websites by submitting posts or pages to different directories.

Holistic SEO:- The practice of improving all aspects of a website to rank higher in search engines.

Java script SEO:- A part of technical SEO that seeks to make JavaScript-heavy websites more search-friendly.

Local SEO:- The process of ‘optimizing your online presence to show up and rank higher in relevant local searches.

Taxonomy SEO:- Optimizing for search engines by organizing the structure of content.

Technical SEO:- Making technical adjustments to help search engines find, crawl, understand, and index your pages.

Links in digital marketing

Dofollow link:- Link that transfers PageRank. AKA a “followed” link. When a backlink created on-site B is a Do-Follow then Google crawler will pass through that link and visit your site A and it gives authority to your site, when it comes to search engine Ranking then Do-Follow backlinks are the primary need of every website.

Nofollow link:- If any backlinks specified on-site B is a No Follow backlinks then Google Crawler won’t pass through that link and no authority will be given to your site and in most cases, the backlinks created through commenting are always No Follow backlinks.

Inbound link: – Link from another site to your website.

Outbound link:- Link that points to a page, not on your website.

Internal link:- Link from another page on the same website.

External link:- Whenever you are linking the external site webpages to your website post or pages then those links are known as external links.

Link Juice:- Link juice means passing the authority of one website to another. If your website gets any backlinks from another website that means you are getting link juice or value or some authority from that website to yours.

Link Farming:- Link farming is a process of creating a number of backlinks from other irrelevant sites, to just manipulate the search engine ranking. Sometimes people order a bundle of links from service providers to create backlinks on behalf of you, no matter where they are creating.

Reciprocal link:- Reciprocal link is a backlinks exchange program where two sites agree to exchange links to each other, these types of backlinks are known as black hat techniques and are not recommended by Google.

Linkbait:- Content specifically formulated to attract links.

Link building:- The process of getting other websites to link to pages on your website.

Sitewide link:- The outbound link that appears on every page of a website

Link equity:- ‘Authority’ that is passed when one page links to another.

Permalink:- Permalink is the URL of any webpage, which gets indexed or rank in the search engine.

Link farm:- Group of websites created to link to each other to improve search engine rankings.

Backlinks:- Links from pages on another website

Link popularity: – The number of backlinks that point to a website.

Paid link:- A backlink that you pay for.

10 blue link:- The format search engines used to display search results; ten organic results all appear in the same format.

Keywords Terms and definitions

Keyword:- The keyword in digital marketing is a particular query searched by any user in the search engine to get any expected results.

Seed keyword:- Keywords that define your niche and help you identify your competitors.

Primary Keyword:- The primary keyword is also known as a focus keyword, which is the keyword around which a complete post is written

LSI keyword:- LSI stands for the Latent semantic keywords which are the different variations of the primary keywords. Ideally, it is recommended to use the LSI keywords in the content to rank your post for multiple similar queries.

Keyword density:- Percentage of total words on a page that are a specific keyword or phrase.

Branded keyword:- Branded keywords are the name of any particular brand, let’s imagine if anyone is searching for a keyword sagansuman in a search engine then that will be considered as the branded keyword.

Keyword cannibalization:- Keyword cannibalization is a situation when multiple pages started ranking for the same keyword or query. It happens because website owners might publish different content around the same query or keyword.

Keyword difficulty:- Keyword difficulty is the number rated in the 0-100 scale to give an idea during keyword research that how much SEO difficulty that particular keyword has to rank in the top 10 pages of SERP.

Keyword stuffing:- If the same keywords are used more than the mentioned percentage by google then it will be called keyword stuffing and the search engines may penalize your ranking in the search results. To avoid this use LSI keywords.

Keyword research:- Keyword research is a technique to identify a particular query for which not much more relevant content is already exited.

Long-tail keyword:- Whenever, if you are targeting a full query instead of a single seed keyword then such types of long keywords are known as a Longtail keywords.

Keyword Search Volume:- Keyword search volume is the potential number of searches any particular keyword has on an average in a month.

Meta keyword:- The number of keywords used in the meta description is known as meta keywords in digital marketing. It always contains your focus, secondary, and LSI keywords.

Keyword ranking:- Your position in organic search for a particular keyword.

Secondary keyword:- Terms closely related to the keyword you want to target.

Keyword stemming: – Process of reducing a word to its ‘stem’ or ‘root’ (e.g., flowers, flowery -> flower).

Digital Marketing terms and definitions

Alt-Text:- Descriptive text that appears in place of an image if it fails to load.

Anchor Text:- Clickable word or phrase that links one webpage to another.

Article spinning:- Spammy “writing” technique that turns one article into many “new” articles.

Article syndication:- When websites republish content that originally appeared on another website.

Algorithm:- Set of rules used by Google to rank matching results when a user performs a search.

Bounce rate:- The percentage of visitors that take no further action after landing on a website.

Breadcrumb Navigation:- Internal links that give users (and search engines) a clear trail to follow around your site.

Bridge page:- Page designed to rank for a keyword and redirect users elsewhere.

Broken links:- Link on your site that points to a non-existent resource. They can be internal or external links.

Canonical tag:- HTML code that tells Google what you consider to be the “master” version of a page.

Canonical URL:- URL that Google sees as the “master” version of a page or set of pages.

Cornerstone content:- The most important pages or posts on your site.

Crawler:- The computer bot search engines use to discover pages on the web.

Cache:- A cache is the collection of data you have browsed on your computer within a particular period of time.

Cloaking:- Cloaking is a Black hat technique to improve the search engine ranking where the content presented to the search engine web crawler is different than what is presented to the actual user.

Caffeine: – Google’s web indexing system. Caffeine is the index, or collection of web content, whereas Googlebot is the crawler that goes out and finds the content.

Dwell time:- How much time passes between you clicking a search result and clicking back to the SERPs?

Entry page: –The first page a searcher views on your site.

Exit page:- The exit rate is ideally calculated as Page Exit rate, which is the percentage of users leaving your site from a particular page.

Feature snippet/rich snippet:- Feature snippet is usually referred to as the #0 ranking just above the #1 page in the top Search engine ranking pages. It is usually a summary of the particular query which Google has extracted from a particular page to give a quick answer to the searched query.

Gated content: – Content that visitors can only access after providing their contact information.Gateway page: – Pages created to rank for specific, similar search queries. Also known as doorway pages.

Google Bombing:- Where you get a website to rank higher in Google for irrelevant or unrelated search queries using black-hat SEO tactics.

Lead Magnet:- An irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer. It’s the first step in the Customer Value Optimization process.

Meta description: – A meta description is a summary added to a particular webpage, which is visible in SERP whenever your page will get an impression in the search engine results.

Naked URL:- Naked URL is the complete URL that is not linked with any anchor text or not converted to a hyperlink. If you share your link on any other platform as it is then it will be referred to as a naked URL.

Meta redirect:- Code that tells the web browser to redirect the user to a different URL after a set amount of time.

Meta tag: – Snippets of code that tell search engines important information about your web page.

Page view:- Pageviews is the number of times anyone visits your site every time. If anyone comes to your site then it will be counted as a 1-page view. If that user visits more than 1 page then page views will be accordingly. 

Pogo Sticking:- Pogo Sticking is the situation when any reader clicks to your webpage from the SERP and bounced back from a similar page and clicks to another result in the SERP then it will be known as Pogo sticking.

Plagiarized Content:- Duplicate and/or Plagiarized content is the content that is already indexed in the search engine by another website but if you are using the same content or close to 50% matching of the already indexed page then it will be considered as a duplicate content.

Pixel/Cookie:- Little snippets of code advertisers place on the web pages that allow them to follow you around the web with relevant ads.

Relevance Score: – A metric on Facebook ads that tells the advertiser how audiences are reacting to the ad. It is based on positive and negative feedback from the specific audience to which the ad is targeted.

Retargeting / Remarketing: – A marketing strategy that places advertisements in front of an audience based on previous online actions.

Robot.txt file:- Robot.txt is a file created to communicate with the web crawler to give him instructions on which pages of your site need to index and which page to not.

Spit test / AB test: – A method of testing two variants to locate areas of improvement. Often used to improve landing page performance.

Stop words:- Stop words are the words like a, an, the, etc used in the middle of the content or in the permalink. But the search engine crawler has stopped indexing such keywords to save time and effort.

Slug:- Slug is the keyword used in the permalink or URL to address users or help search engines to give an idea of what this page is all about.

Sitemap:- A sitemap is a file that is the collection of posts, pages, images, etc that any website owner is willing to index in the search engine.

Session:- The session is the active duration of time until any user actively browsed your site.

Schema:- Schema is a type of microdata added with the webpage to help understand search engine crawler what your page is all about and if it matches the user intent or Searches query on what your page is all about then based on Schema your pages will get converted into a featured snippet.

Sandbox:- Every new site is first added to Sandbox due to the lack of its authority and Google keeps doing the user acceptance testing, if the site is performing well to the user interest then it starts ranking all other keywords and will be ranked as usual sites.

Tripwire: – An irresistible, super low-ticket offer (usually between $1 to $20) that is designed to convert prospects into buyers.