Hi there! I’m on a mission to help you understand every digital marketing jargon out there with some clear easy-to-understand language so you become a true master of the online marketing dark arts.
I’m starting with a few jargons, but will keep adding new words every week, or as fast as I can add them to this list. If there is any specific term you would like to see listed on this glossary, just send a tweet to @rayvellest and I’ll be to put you at the top of the list. So, without further delay, here they are. Enjoy!
# (Hashtag) — This symbol is most commonly know as the number sign as it’s usually used with a number after it #1 (the number one), but in digital marketing is mostly recognised as the hashtag symbol used on Twitter.
301 Redirect — An HTML response code which informs browsers that a web page has been permanently moved to another address. Web pages marked with 301 redirects will automatically redirect users to the pre-defined alternative URL without the need for them to be aware of it. This code also inform search engine crawlers that a permanent change has been made on the website, so search engine result pages are updated with the new address.
A/B Testing — A method in digital marketing research where two variables are regularly changed in a control scenario to improve the statistical significance of a specific marketing message.
Abandonment Rate — This term refers to the rate in which users abandon their purchase process after adding products to virtual baskets. With the help of analytical tools, marketers can look at a specified period to identify how many carts result in abandonment. According to a recent research by the Baynard Institute, the typical shopping cart abandonment rate for online retailers varies between 60% and 80%, with an average of 68.53%.
Acquisition Cost — See CPA (Cost-per-Acquisition).
Ad Network — See Advertising Network.
Ad Space — An ad space is any space on a webpage that is purposely reserved for online advertising.
AdCenter — See Microsoft adCenter.
AdSense — See Google AdSense.
Backlink — Also known as inbound link, these are links coming from external websites into your website. The total number of backlinks in your website can strongly influence its postition on SERPS, search engine Result pages, making the creation of backlinks a extremely revelant activity in SEO.
Bookmarks — These are web page links users save so they can be easily found in future. This can be done by users directly on Internet browsers such as Google Chrome, Mozilla Firefox and Internet Explorer; or via social bookmarking websites such as Delicious, Pocket and StumbleUpon. In Internet Explored, bookmakrs are know as favorites.
CPA (Cost-per-Acquisition) — The cost-per-acquisiton is an absolute number which represents the cost of acquiring a new costumer. It is a common pricing model for advertising platforms where marketers only pay for users who perform a specific set of pre-defined actions. It is also a metric used by marketers to compare the efficiency of multiple marketing campaigns against each other to identify winning strategies.
CTR (Click-Through Rate) — This number represents the percentage of users who click on any specific link. This number is crucial for marketers as they use it to assess the effectiveness of their ad copy or artwork. In general, the higher this number is, the better.
Deep Web — The portion of the web which is not indexed by search engines.
Email Spam — Any email which is sent or received in an unwanted, unsolicited manner.
Entry Page — The first page visited by a user when entering a website.
EPC (Earning Per Click) — The amount earned per each click. This number is calculated by dividing the total amount earned by the total number of clicks.
External Referrer — A referring URL which is located ouside of the domain of a specific website.
Favorites — See Bookmarks.
Folksonomy — A collaborative taxonomy system where website users contribute by applying tags to online items, typically to aid them in re-finding those items on a later stage. This classification system can give rise to additional data in regards to how users are using the website.
Google AdSense — This is a pay-per-click advertisement program managed by Google that allows website owners to generate revenue from the traffic on their websites. Website publishers who participate on Google AdSense program become part of the Google Search Partner Network.
Inbound Link — See Backlink.
Invisible Web — See Deep Web.
Microsoft adCenter — This is the pay-per-click advertising network managed by Microsoft serving ads on Bing and Yahoo! search results.
Multivariate Testing — See A/B Testing.
Natural Listings — See Organic Listings.
Organic Listings — Also known as natural listings, these are search-engine results ranked according to the search engine’s algorithms where their position in the results page reflect the quality of the content in the individual pages. Most search engines display sponsored listings above organic listings, and often these are marked with a different background color or additional symbol.
Organic Traffic — The traffic which originate from search engines is considered to be organic traffic. Organic traffic is considered the best type of traffic due to users being actively searching for the products and services they are interested on. This type of traffic is also commonly know as free traffic, but this is a misnomer considering the need of investments to increase this type of traffic.
Split Testing — See A/B Testing.
Whois — This term refers to an Internet tool which allows you to find who is and the contact details of a domain owner. You will find many of these tools on the Internet, and they all perform the same task, this one is my favourite.