Digital Marketing Glossary – 187 Essential Terms for 2024

digital marketing glossary

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Ever wondered what split testing means, Alt-Text and bounce rate? Or why some links are DoFollow yet others are NoFollow? The digital marketing world can often seem quite confusing, with hundreds of different terms and phrases. Therefore, we have compiled this Ultimate A-Z Digital Marketing Glossary, which explains in simple plain English what each digital marketing term or phrase means.

You can learn how digital marketing works and even start your very own digital marketing business today by checking out these other articles. This digital marketing glossary was last updated on 19 December 2023.

Digital Marketing Glossary (A-Z Terms)


A/B (Split) Testing

The process of testing two separate formats to see which works best. In digital marketing, this is often used to compare sales funnel pages with the purpose of improving conversions.

Above The Fold

This is the area you see on your screen when you load a web page, before scrolling. It is a prime location to site your affiliate link or call to action message, since everyone will view it.


A company that offers an affiliate program.


A pay-per-click (PPC) advertising platform created by Google that allows businesses to display ads on Google search results pages and other websites that are part of the Google Network.


An individual who recommends products or services on behalf of a third party company.

Affiliate Cookie

A small piece of data code stored on a customer’s device, which is used to track the customer’s activity and attribute it to the correct affiliate.

Affiliate Dashboard

A control panel provided by an affiliate network or merchant that allows affiliates to access their account information, view their earnings and get links for the products they are promoting.

Affiliate Link

A unique URL that is used to track the traffic and sales generated by an affiliate.

Affiliate Marketer

An individual or organisation that promotes another persons product or service, in return for a commission in the event of a subsequent sale.

Affiliate Marketing

The process of recommending other people’s products or services in exchange for a commission on any subsequent referral sales. Sales are tracked via a unique affiliate marketing link, identifying the person providing the initial referral.

Affiliate Network

A platform that connects affiliates with merchants, tracks sales activitry and manages commission payments.

Affiliate Program

A program that allows you to promote another owners product or service, in return for a commission in the event of a subsequent sale.


A set of rules or instructions that are followed by a computer program or system to perform a specific task. In the context of digital marketing, algorithms are used by search engines and social media platforms to determine the relevance and ranking of content.


The process of collecting, analysing, and reporting on data to understand and improve the performance of a website or marketing campaign.

Anchor Text

Anchor text, also known as link text, is the visible, clickable text of a link. On a webpage, it is identifiable since it usually appears in a different colour to the surrounding text and is underlined. The anchor text tells the reader what to expect should they decide to click the link. 

Article Marketing

The use of written articles to generate traffic. This can take many forms, for example; writing a guest posting, writing articles for article directories such as EZineArticles.


The process of determining which affiliate referred a customer to a merchant.


An automated email service that is used by many digital marketers to send follow up email sequences. Most people will not make a purchase upon first contact, so building an email list and following up afterwards is essential. A good email autoresponder service example is AWeber.


Back End Sales

Sales made to a customer after their initial purchase. In affiliate marketing, backend sales can be made through upselling or cross-selling tactics, or through the use of a continuity program.


Links from other websites to your website; often used as a credibility reference in SEO and to gain higher search engine results.

Banner ad

A type of online advertising that consists of a graphic image or web banner displayed on a web page, usually in a prominent location such as the top or bottom of the page or in the sidebar.


A term predominantly used in paid search that marketers place on keywords in order that their ads rank higher. Basically, it’s the highest amount you are willing to pay per click. 

Black Hat

Using shady methods to try and ‘beat’ the system. Examples include spamming affiliate links, shaving commissions and purchasing backlinks.


A type of website that features regular, often chronological updates of written content, often in the form of articles or posts. Blogs can be used for personal or business purposes and are often focused on a particular subject or theme.


Additional incentives or rewards offered to affiliates for meeting specific performance metrics. These can include monetary rewards, increased commission rates, or access to exclusive products or services.

Bounce Rate

The percentage of users who visit your site and leave without engaging with any other pages or content. This percentage can be used to improve the relevance of your content.


The marketing practice of creating a name, symbol, or design that identifies and differentiates a product or service from others in the market.

Brand Ambassador

Someone that likes your brand and is prepared to market your service or product without any personal gain.


A person who makes a purchase. In affiliate marketing, the buyer is typically directed to the product or service through an affiliate’s unique referral link.

Buyer Persona

A fictionalised representation of an ideal customer, based on market research and real data about the customer’s characteristics, behaviours, and goals. Marketers use buyer personas to help create more targeted and effective marketing campaigns.


In digital marketing a brand is a critical component of your success. It is how people recognise you or your business and building a strong brand can carry significant ‘influence’ in the marketplace.


CJ Affiliate

An affiliate marketing network that connects merchants with affiliate marketers. It allows merchants to create an affiliate program and recruit affiliates to promote their products. Affiliates, in turn, can search for products to promote and earn a commission for each sale made through their unique affiliate link.


Using a third party tool (e.g. to hide the destination address of an affiliate link; helpful in affiliate marketing to avoid people stealing commissions.


An online marketplace that connects digital product creators with affiliate marketers. It is a platform where product creators can promote their products and where affiliate marketers can find products to promote and earn a commission for each sale made through their unique affiliate link.


Content Management System. A platform for building websites, where the user does not need web development skills and everything is easy to update and edit, usually using WYSIWYG technology.


This is the revenue you earn when you promote a product or service as an affiliate marketer. Affiliate marketing commission rates start at 2/3% for physical products increasing to over 50% for digital delivery items (such as courses and software).


Anything that gets posted online, whether it is on a website or social media platform. Content can take the form of audio, images, videos and written media.

Content Marketing

Using content to promote products or services online via a website or social media.

Contextual Link

A piece of clickable text (usually a keyword) located in the body of a paragraph that contains similar ideas or context. 


When visitors to your website or social media page are converted into customers or subscribers.


Writing text for the purpose of advertising or other forms of online marketing.


Cost Per Action. This is the cost when someone completes a task such as joining an email list, providing contact information or any other form of information that businesses are willing to pay for.


Cost Per Click – The amount paid whenever someone clicks on an ad.


Cost Per Lead – The amount you pay for each lead generated by a campaign.


Cost Per Mille – The amount you pay (or earn) for 1,000 impressions in advertising.


Customer Relationship Management. Specialist software or services that allow a business to actively monitor and maintain their customers.


Call To Action. A specific request that is made to achieve a desired result. For example, a social media post may ask someone to ‘click the link’ in their bio. Or it could as them to follow or subscribe, like a piece of content, comment or join an email list.


Click Through Rate. Number of impressions divided by the actual engagement i.e. how many people clicked vs. only viewed the content.


Data Mining

The process of discovering patterns and trends in large datasets in order to extract valuable insights and inform business decisions.


A statistical characteristic of a population, such as age, gender, income, education level, or location. Demographics are often used to segment and target marketing efforts.

Digital Marketing

The use of electronic media, such as the internet, social media, mobile apps, and email, to reach and engage with customers. Digital marketing includes a variety of tactics and strategies, such as search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, social media marketing, and email marketing.

Digital Marketing Glossary

A list of digital marketing terms and phrases used in the industry. This digital marketing glossary contains over 100 different terms.

Display Advertising

A type of online advertising that consists of banner ads and other visual ads that are displayed on websites, apps, and other platforms. Display ads can be targeted to specific audiences based on demographics, interests, and other factors.

Domain Name

The unique address of a website on the internet, such as Domain names are used to identify and locate websites on the internet.


A term to represent when a link passes PageRank authority to the destination page.

Duplicate Content

Primarily an affiliate marketing term relating to content that has been posted multiple times across the same website domain.



An electronic publication, usually in PDF format or equivalent, that is available for immediate distribution by download or email. Many digital marketers use an eBook as a “Lead Magnet”.


The buying and selling of goods and services over the internet. E-commerce platforms, such as online stores and marketplaces, allow businesses and consumers to transact electronically.

Email Marketing

The use of email to communicate with and engage customers. Email marketing can include newsletters, promotional campaigns, and other types of targeted messaging.


In the context of digital marketing, engagement refers to the extent to which a user interacts with or responds to a piece of content or ad. Engagement can be measured through metrics such as likes, comments, shares, and clicks.


Evergreen content is content that remains relevant and accurate, regardless of how much time has passed by. This digital marketing glossary is a perfect example of evergreen, since the defined terms will always remain valid.


The implementation of a marketing plan or campaign. Execution involves carrying out the tactics and activities that have been planned in order to achieve the desired outcomes.


In the context of digital marketing, expertise refers to a deep understanding of a particular topic or area of focus. Companies may seek out experts in specific fields in order to produce high-quality content or to provide specialized services to their customers.

External Linking

Building links from your website to external websites to increase your website ranking in search engines.



A social networking platform that allows users to connect with friends, family, and others who share similar interests. Facebook is a popular channel for businesses to reach and engage with their audience through paid advertising and organic content.

Featured Snippet

A featured snippet is a search result box on the Google search results page. The purpose of a featured snippet is to answer the user’s query before they click on a search result. To achieve a featured snippet specific questions must be answered in a very clear and concise way.

Freelance Digital Marketer

Someone who works for themselves as a digital marketer, as opposed to being a paid employee.


In the context of digital marketing, frequency refers to the number of times that a user is exposed to a particular piece of content or ad. High frequency can be used to increase brand awareness, but it can also lead to ad fatigue if the content is not relevant or well-targeted.


A visual representation of the stages that a customer goes through as they move from awareness of a product or service to purchase. The marketing funnel typically includes stages such as awareness, consideration, decision, and action.


A person who subscribes to or follows the updates of another user on a social media platform, such as Twitter or Instagram. The number of followers that a user has can be an indicator of their influence and reach on the platform.


In the context of digital marketing, fraud refers to the use of false or deceptive practices to generate clicks, impressions, or conversions. Fraudulent activity can include click fraud, bot traffic, and other forms of abuse that can distort the performance and effectiveness of a marketing campaign.


Gated Content

Content that is available only to users who have provided their contact information, such as an email address or phone number.

GEO Targeting

The process of delivering different content or advertising to a website user based on their geographic location.

Google Ads

A platform that allows businesses to create and display ads on Google and its advertising network.

Google Analytics

Google Analytics is a free tool provided by Google and is used to track performance of your website. As well as providing visitor numbers, their location and details of how they found your website, you can also see which pages Google has indexed and not indexed. Reasons for non-indexing are also provided.

Grey Hat

Individuals that employ a mixture of good and bad SEO techniques for SEO purposes.

Growth Hacking

A process of rapidly experimenting with different marketing tactics to identify the most efficient ways to grow a business.


Heat Map

A software tool that highlights areas on a website that visitors spend more time on.

High Ticket Affiliate Marketing

Affiliate marketing where large commissions are payable, typically ranging from several hundred $ to several thousand $. A good example of high ticket affiliate marketing is the Legendary Marketer program.


The company where your website domain is domiciled.


HTTP stands for “Hypertext Transfer Protocol”. It is a means of data communication for the World Wide Web.


Impact Radius

An affiliate marketing network that connects merchants with affiliate marketers. It allows merchants to create an affiliate program and recruit affiliates to promote their products. Affiliates, in turn, can search for products to promote and earn a commission for each sale made through their unique affiliate link.


A metric that measures the number of times an ad is displayed, regardless of whether it was clicked on.

Inbound Links

Links that appear on other website domains pointing to your site.

Influencer Outreach

The process of reaching out to and building relationships with influencers in order to collaborate on marketing campaigns.

Internal Linking

Linking between individual pages on the same website domain.

IP Targeting

A method of online advertising that allows marketers to target specific geographic locations based on the IP addresses of users.



A programming language that is commonly used to create applications for the web, mobile devices, and other platforms. Java is often used in the development of websites and online applications, and it is a popular choice for building interactive and dynamic elements on web pages.


A programming language used to create interactive effects on a web page. Usually it is embedded within the HTML code on the webpage between <script> and </script> tags.

Joint Venture

When two parties work together to achieve the same ultimate outcome.


A content management system (CMS) that is used to build and manage websites. Joomla is an open-source CMS that is popular for its flexibility and user-friendliness.

Journey Mapping

A process of creating a visual representation of the steps that a customer takes as they interact with a company or brand, from awareness to purchase and beyond. Journey mapping helps businesses understand the customer experience and identify opportunities for improvement.



Word used by people when searching for informational content. Digital marketers ‘target’ specific keywords and phrases, and when implemented correctly on a webpage they can help users find your website in search results. Keywords can be tracked and monitored in order to review site performance and improve rankings.

Keyword Density

How many times a specific keyword is utilised in a piece of content.


Landing Page

The first page a user visits on reaching your website. Digital marketers often send users to a specific ‘optimised’ landing page, which encourages them to convert.

Legendary Marketer

A digital marketing training platform that teaches you how to start your very own freelance digital marketing business from home in your spare time. Their flagship training program that teaches digital marketing in just 15 days is the Business Builder Challenge.


A web link is an HTML element that allows you to go to a new location when you click on it.

Link Bait

A piece of content (written or picture) that is deliberately constructed to entice people to click through and visit your website.

Link building

Building links between your website and external websites, in order to boost the ranking of your website in search engines.


An email list of subscribers for marketing purposes. These are usually hosted at third party providers, such as companies like GetResponse or AWeber.

Long Tail Keyword

A target keyword consisting of more than one or two words. In digital marketing SEO, it is usually easily to rank for more specific long tail keywords than shorter versions.


Marketing Automation

The use of software and other technologies to automate marketing tasks and processes, such as email marketing, social media marketing, and lead generation. Marketing automation allows businesses to streamline and optimize their marketing efforts and to personalize their messaging to individual customers.

Marketing Funnel

Also known as a sales funnel, a purpose built webpage (or short series of webpages) designed with the sole intention of achieving an end sale. Unlike a traditional webpage, all ‘distractions’ are removed from the page so the visitor can be guided through the ‘funnel’ swiftly and easily.

Master Resell Rights (MRR)

Master Resell Rights (MRR), also known as Master Resale Rights, permit the purchaser of a product to then resell the product to others, as well as the rights for reselling. It is commonly encountered in the area of digital products.

Meta Description

A brief summary of a webpage’s content that is included in the HTML code of the page and displayed in the search engine results. The meta description serves as an advertisement for the page and is intended to encourage users to click through to the page.

Meta Tag

An HTML tag that is used to provide information about a webpage to search engines and other web-based tools. Meta tags can include information such as the page’s title, description, keywords, and language.

Mobile Marketing

The use of mobile devices and platforms, such as smartphones and tablets, to reach and engage with customers. Mobile marketing can include tactics such as SMS and MMS marketing, mobile app marketing, and mobile website design and optimization.

Money Page

A website page that is performing well and generating revenue.

Multi-Channel Marketing

A marketing approach that uses a combination of channels, such as email, social media, and paid advertising, to reach and engage with customers. Multi-channel marketing allows businesses to reach their audience through a variety of touchpoints and to tailor their messaging and tactics to the preferences and behaviours of different customers.


Native Advertising

A type of online advertising that is designed to blend in with the surrounding content and look like a natural part of the website or platform. Native ads can take many forms, such as sponsored articles, sponsored social media posts, or in-feed ads on a website.

Net Promoter Score (NPS)

A measure of customer loyalty and satisfaction based on a single question: “How likely are you to recommend this product or service to a friend or colleague?” Customers are asked to rate their likelihood of recommendation on a scale from 0 to 10. NPS is calculated by subtracting the percentage of detractors (customers who give a rating of 0 to 6) from the percentage of promoters (customers who give a rating of 9 or 10).


A specific and focused area of interest within a larger market. Niches can be identified based on factors such as demographics, interests, or needs. In digital marketing, targeting a niche can help a business differentiate itself and reach a more specific and engaged audience.


When a link does not share Page Rank with the destination page.

Non-reciprocal link

A link from one website to another that is not accompanied by a link back to the first website. Non-reciprocal links can be valuable in search engine optimization (SEO) because they indicate that the linking website considers the linked-to website to be authoritative and relevant.



Multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone, or in a bricks and mortar store.

Online Reputation Management

Process of monitoring and influencing a brand’s reputation on the internet, including on social media and review websites.


When someone subscribes to a subscription service by sharing their information e.g. name and email address.


When someone unsubscribes to your subscription and/or list.

Organic Traffic

Visitors that come to a website through non-paid search engine results or other non-paid methods.


Process of building relationships with other websites and influencers in order to gain exposure and link back to your own website.


Page Rank

Once indexed, your webpage will be ranked on Google. The “Page Rank” is the position your webpage holds, “1” being the highest and best position, and is typically determined by a number of ranking factors.

Permission Marketing

Marketing that is undertaken once individuals give permission to receive marketing messages i.e. they opt in.


Private Label Rights – Content created and sold to individuals as a white label, which gives the buyer the ability to republish the content as their own under their own brand.


An online broadcast that can be listened to.


A new windows that appears under a web page. These are usually created for marketing purposes.


A new window that appears on top of a web page. These are usually created for marketing purposes, to prompt the user to take action or stay on the website.


Pay Per Click. An ad format which, as the name suggests, incurs a cost to the advertiser each time the ad is clicked on.


Quality Score:

A measure used by Google AdWords to evaluate the relevance and quality of a keyword and the ad that is associated with it. Quality Score is based on a number of factors, including the relevance of the keyword to the ad and the landing page, the relevance and quality of the ad copy, and the historical performance of the keyword and ad.


The keyword or phrase a user types into a search engine in order to find out about a particular subject. 


Reciprocal Links

Trading links with another website owner to improve search rankings.


When a visitor to one webpage is sent to another; frequently used in 301 redirects to tell search engines that a page has moved.


The process of referring people to a product or service.

Reseller Rights

Content, programs, software, and more that you can purchase, white label, and then resell as your own.


Return on Investment – How much money you make in comparison to the amount of money initially invested.


Really Simple Syndication – A method of delivering content.


Sales Funnel

A single (or short series) of webpages specifically built to ‘funnel’ a customer towards an ultimate purchase. A sales funnel has limited distractions, for example no ads nor links to other webpage content, thus increasing the likelihood of conversion.


When a website is de-indexed or listed from search engines (usually as the result of an error or malicious activity).


Unethically lifting information online with the intention of obtaining search traffic and content for a website.


Search Engine Marketing. This is the generalised term for online marketing, where search engine optimisation (SEO) is factored in.


Search Engine Optimisation – making your website search engine ‘friendly’, with the specific aim of increasing page rankings.


Search Engine Results Page – The page in which a website is ranking for a given keyword.


An affiliate marketing network that connects merchants with affiliate marketers. It allows merchants to create an affiliate program and recruit affiliates to promote their products. Affiliates, in turn, can search for products to promote and earn a commission for each sale made through their unique affiliate link.

Social Bookmarking

Social bookmarking is when content is submitted to sites such as Reddit.

Social Commerce

When online purchases are significantly influenced by social media.

Social Media

Content driven sites where you can build an army of followers / subscribers. Examples include TikTok, FaceBook, YouTube, Instagram, Twitter and Pinterest.

Social Media Marketing

Sometimes referred to as SMM, this is where products or services are marketed on social media platforms.


When information is sent to a recipient without prior authorisation. Spam can take many forms from unsolicited email correspondence to spam comments.

SSL Certificate

Secure Sockets Layer Certificate – A digital certificate that provides authentication for a website and enables an encrypted, secure connection.

Swipe File

A collection of examples of successful marketing campaigns, advertisements, sales letters, email subject lines and scripts or other promotional materials, which a digital marketer or copywriter can refer to for inspiration.


Target Audience

A specific group of people that a business is trying to reach with its marketing efforts.


The process of identifying and focusing marketing efforts on a specific group of consumers.

Targeting Options

The various methods that businesses can use to reach their target audience, such as demographics, interests, behaviors, and location.

Targeting Strategy

Planning process that a business uses to identify and reach its target audience.

Targeting Tactics

The specific actions that a business takes to implement its targeting strategy, such as using specific keywords or targeting specific locations.

Targeted Advertising

Advertising that is specifically designed to reach a specific group of people based on their characteristics or behaviours.

Targeted Email

An email that is sent to a specific group of people based on their characteristics or behaviours.

Targeted Traffic

The specific group of people that are directed to a website through targeted marketing efforts.

Targeted Marketing

Marketing efforts that are specifically designed to reach a specific group of people based on their characteristics or behaviors.

Targeted Landing Page:

A webpage that is specifically designed to convert visitors who have been targeted through marketing efforts.

Tracking Cookie

Tiny text files that a website places on a visitor’s browser to track their browsing behaviour. They collect information about user behaviour such as keywords used, which helps marketers reach the right audience. 


The number of people visiting your website, landing page or social media platform.


Unique Visitor

A metric used to measure the number of distinct individuals who visit a website over a specific period of time.


When a customer is encouraged to purchase a more expensive or upgraded version of a product or service they are already considering.


URL is the abbreviation for “Universal Resource Locator” and refers to the address of a webpage.

User Experience

The overall experience of a user when interacting with a website, including factors such as ease of use and satisfaction.

User Generated Content

Content created by users of a website or social media platform, such as comments, reviews, and photos.

User Interface

Way in which a user interacts with a website or application, including the layout, buttons, and overall design.


Value Ladder

A range of products or services, that start with a low value item and then increase accordingly to those with a much higher value.

Video Marketing

When video is used to market your business or affiliate marketing campaign.

Viral Marketing

The marketing of products or services using viral video or post content on social media.

Viral Video

When a video that has been uploaded onto a social media platform receives a significantly increased number of views, way above the norm, in a short period of time. This is a digital marketers dream scenario, as the viral nature introduces increased traffic (customers) and an uplift in sales activity.



A small application or area of a website that houses condensed information (generally in the sidebar).

White Hat

The ethical approach to marketing online where rules are respected, in particular Google SEO standards, and the information is transparent to everyone.


Stands for “what you see is what you get”; usually used when talking about visual website builders and software programs that use ‘drag and drop’ technology.


X Frame Options

An HTTP response header that specifies whether or not a webpage can be displayed in a frame or iframe. It is used to protect against clickjacking attacks.


Extensible Markup Language (XML) is a markup language used for structuring data in a format that is both human-readable and machine-readable.

XML Sitemap

An XML file that lists the available pages on a website. Search engines use this information to understand which web pages are available to crawl and check back on this file regularly to update their records. An XML Sitemap should be updated whenever new content is added to a website, in order to get this information ranked swiftly on search engines.



Russian search engine that is similar to Google. It is the most popular search engine in Russia and is also used in other countries in Eastern Europe and Central Asia.


A term used in paid search advertising to refer to the percentage of clicks that a particular ad receives in relation to the number of times it is shown. A higher yielding ad is one that is clicked on more frequently.


A video-sharing platform owned by Google that allows users to upload, share, and view videos. YouTube is the second largest search engine after Google and is a popular channel for businesses to reach and engage with their audience through video content.

Youtube Advertising

When an advertisement is placed on Youtube. Digital marketers have six advertising formats available; display ads, skippable video, overlay ads, non-skippable video ads, sponsored cards and bumper ads. All of these can also be created and run on Google Ads. 



A statistical measure that indicates how many standard deviations a value is from the mean of a distribution. In the context of digital marketing, z-scores can be used to measure the performance of a website or marketing campaign relative to a baseline or to compare the performance of different campaigns. For example, a z-score of 1.0 indicates that a campaign’s performance is one standard deviation above the mean, while a z-score of -1.0 indicates that it is one standard deviation below the mean.

Zero Click Score

A search query that is answered directly in the search results page, without the need for the user to click on a result. This can include information such as weather forecasts, stock prices, or definitions.

And our Digital Marketing Glossary doesn’t finish there! Checkout the following numeric codes in our digital marketing glossary too!!

Digital Marketing Glossary (0-10 Terms)


200 OK

An HTTP status code, confirming the request was received and processed by the server. The user will then be directed to the destination URL.

301 Permanent Redirect

An HTTP status code that refers to a URL which has been permanently moved to a new URL destination. When a server responds to a URL with a 301 redirect, the browser is then redirected to the new destination URL.

302 Temporary Redirect

An HTTP status code to advise that the requested URL has been temporarily moved.

404 Not Found

An HTTP status code. This code is shown by a server when a requested page is unavailable, usually because it has either been deleted or never existed in the first place.

5XX Server Error

An HTTP status code, which indicates that the server is unable to process the request.

And that concludes our digital marketing glossary!

Digital Marketing Glossary Summary

We hope you found our Ultimate A-Z Digital Marketing Glossary Guide helpful. We are constantly adding new terms and phrases, as the industry evolves, so please feel free to link to this page or bookmark as appropriate. If you want to learn more about digital marketing and start your own digital marketing business from home in your spare time, then check out some of our other posts in the How-To Section.

Digital Marketing Glossary Last Updated: 19 December 2023