The ultimate digital marketing glossary

The ultimate digital marketing glossary header

If you’re new to digital marketing – or even if you’re not – you may find the huge array of technical jargon and acronyms overwhelming. If that sounds like you then we are here to help. We want to put together the ultimate digital marketing glossary. A one stop ‘shop’ for all your digital marketing term questions.

We want it to grow organically and unlike many digital jargon-busters online we want to keep updated with all the latest terms.

The glossary covers off common terms, not so common terms, acronyms, terminology and abbreviations for everything online marketing. This includes but not limited to; content, web development, digital design, social media, search engine marketing, blogging, digital advertising and many more.


404 Error – An error message that is presented on a web page when a page cannot be found on a website. The page may no longer exist or may have been moved to a different URL.

301 Redirect – A type of redirect from one URL to another. This informs a search engine that the original URL has been moved permanently.

302 Redirect – A temporary redirect from one URL to another. This informs a search engine that the original URL has moved temporarily.


AMP –AMP stands for Accelerated Mobile Pages. A project backed by Google aimed to help optimise web pages for mobile device consumption by increasing the speed at which a web page opens on mobile.


Backlink – A common SEO term that refers to a website linking to your website.

Browser – A browser or web browser is a software application used for viewing websites and navigating the world wide web. Browsers include; Google Chrome, Internet Explorer and Firefox.


CRO – CRO or Conversion Rate Optimisation. The practice of increasing the volume of your website visitors into taking a required action on a web page or site. A common action in eCommerce would be converting a visitor into a paying customer through the purchase of goods or services.

Chatbot – Short for Chat Robot. A Chatbot is a programme that simulates human conversation through artificial intelligence. On web pages this is commonly conducted by text (it can also be audio) and can be used to answer questions or assistance without human interaction.


Data Visualisation – Data visualisation brings data or information – typically complex or difficult – to life with visuals and images. See also infographic.


External Link – A link (URL) on a web page that points to another (URL) page on a different page or website.


Forwarding – The process of making a web page available from one URL to a different URL. When a user opens a web page (or search engine) the original page URL is ‘forwarded’ on to an alternative URL and a different web page is opened. Can also be called Redirection. See also Redirect.


Geo-Targeting – The process of determining the location of an internet user or web visitor and delivering them content that is based on their location. This is a common practice with many search engines.


Homepage – A homepage is the initial page of a website. It is commonly the entry point for visitors.

HTML – HTML stands for Hyper-Text Markup Language. HTML is the coding language that the world wide web is written with. Code inserted is added to a text file to achieve font, colour, graphic and hyperlink effects on a web page.

Hyperlink – Text on a website or page that takes you to a destination either on the existing website or to another. This is typically displayed as highlighted and ‘clickable’ text or imagery.


Infographic – An infographic is an image that portrays information or data in a visually appealing, easily digestible and shareable format. Infographics commonly make use of illustrations and iconography to present complex information in simple and engaging manner.


Javascript – A coding or scripting language commonly used to create interactive websites or interactive elements within web browsers.


Keyword – A word or search term that is relevant to or describes your website or products. Keywords can be used to optimise your website for search engines, improving your rankings or visibility.


Landing Page – In simple terms a landing page is any web page that acts as an entry point for a website. In digital marketing terms however a landing page can often refer to a web page that has been designed specifically to focus on one objective, such as lead generation. Landing pages are often developed with digital advertising in mind such as a PPC landing page or Facebook landing page.


Marketing Automation – Marketing automation refers to the use of software to automate traditionally repetitive digital marketing actions such as automatically sending an email after a user action. Marketing automation can help digital marketers optimise their marketing spend and increase efficiency. This can be by improving customer retention, lead generation, database segmentation and more. Read more at digital marketing automation specialists Marketo.

Meme – A meme is typically a form of image and supporting text that portrays a joke or concept that people can share on social media channels. Memes can also be videos.


Redirect – Redirects are a way to send search engines and users to a URL that differs from the URL originally requested, presenting an alternative page and URL. See also forwarding.


Schema markup – Code that goes on a web page to help search engines understand information on web pages which in turn helps return higher quality search results to users.

Search Engine – A search engine is most commonly used to describe a website such as Google, Bing or Baidu. The search engine allows users to search the web for files, documents and web pages that correspond to keywords and characters specified by a user.

SERP – A search engine results page.


URL – URL is short for Uniform Resource Locator. A URL is the address of a website or web page.

UX – Short for User Experience. UX is the overall experience of a person using a product – in digital marketing this would commonly be a website or mobile app. UX can be used as a measure of success for a website or app. Success measurement questions such as “Is the site easy to use?”, “Does the website offer me value” and “Was the experience using it pleasant” can offer insight into the user experience.


Voice Search – Voice Search or voice-enabled search allows users to search the internet via a search engine by speaking on a computer or mobile phone. This form of search removes the requirement of a keyboard.


XML Sitemap – A sitemap is a model of a websites pages and URLs. It’s designed to provide instructions and meta data to search engines to help them find and index your web pages. An XML Sitemap is a key component of SEO strategy.

3 thoughts on “The ultimate digital marketing glossary”

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