We’ve put together an easy-to-read A-Z Digital Marketing dictionary

A –

A/B Testing – This is where you test a single element change (e.g. a different title colour or updated copy) to see if it has a positive effect on your audience. Both of the variables will have the same amount of exposure to measure the impact the change has fairly.

ALT Text – Stands for alternative text. It’s the process of adding a text alternative to images. This is particularly useful for those with visual impairment using a screen reader and search engine crawlers.

B –

Bounce rate – This relates to traffic visiting your website. It’s a percentage of visitors that leave your site almost immediately without interacting with anything within the page/site.

C –

CTA (Call-To-Action) – A prompt used to encourage customers to take action e.g. ‘Buy now’ or ‘Call us today’.

CTR (Click Through Rate) – A percentage of users who click on an ad after they’ve seen it.

CPC (Cost per click) – The cost of a single ad click on a paid campaign.

D –

Digital marketing strategy – A structured digital marketing plan which should guide all of your campaign activities (including channels used).

E –

Email marketing The process of sending emails to customers who have given express permission.

F –

Favicon – It’s the small graphic/icon used by a browser to signify the bookmarked website.

G –

Geotagging – The process of associating an image with a geographical location. This helps show Google where you are operating.

H –

Heatmap – A visual representation of the journey that customers use when they visit your site. This is usually in the form of a video, but can also be an image highlighting popular areas where users spend their time. This is a great indicator of what’s working well, and what might need more work.

I –

Impression – Refers to your ad being shown to someone online.

J –

JavaScript – A web programming language used to create dynamic content. Examples are pop-up light boxes reminding website visitors of an ongoing sale/offer.

K –

Keyword research – The process of researching appropriate keywords for use in your website copy, other content like blogs, or paid ads campaigns. It usually consists of scoring each keyword based on search level, relevancy to brand and competition level.

Keyword stuffing – This is where you push too many keywords into a copy. Although you should aim to use appropriate keywords, your copy should still be realistic and pleasing to the reader. Keyword stuffing is a tactic frowned upon by Google.

L –

Lead magnet – Where you offer something in exchange for valuable contact details. For example a guide on how to make the most of website traffic or even a newsletter.

Landing page – A page that a user is taken to after clicking on a link. They are frequently used to ensure you appear in local searches and with Google Ads.

M –

Marketing Automation A software used to automate repetitive tasks within digital marketing such as abandoned cart emails.

N –

Niche marketing – Where you strategically target smaller sections of your target audience.

O –

Organic search traffic – The traffic received organically, not from paid ads.

P –

PPC (pay-per-click) – This is where you pay to appear to your target audience (for example Bing Ads, Google Ads or Social Media Ads). You usually only pay when the ad is clicked by the user.

Personas – A fictional character designed to help you visualise your desired target audience. Once created, you can then create appropriate marketing which targets them.

R –

Return on Investment (ROI) – Revenue – Marketing Spend = Return on Investment. This is usually calculated as a percentage or a numerical figure.

S –

Search Engine Optimisation (SEO) – The process of optimising your website to appear as high as possible in organic rankings. There are 3 main categories (on-page SEO, off-page SEO and technical SEO).

T –

Target Audience This is the group of people who share a characteristic that you are targeting your product or services to. For example, Female business owners who are 25-35 years old.

Title tag – A HTML tag that signifies a page topic/title.

U –

Unique visitors – Analytic tools such as Google Analytics will show the number of users visiting your website. Unique visitors refers to unique IP addresses – it will not show multiple visits by the same user.

UTM Parameters – A custom URL which can be used to track the source, medium and campaign that brought a visitor to your page.

V –

Vlog – A blog done using video instead of text copy.

W –

White Papers – This is a document which offers expert advice or problem solving. They are completed on a specific topic, for example ‘How to make the most out of your LinkedIn profile’ and are usually visual.

X –

XML Sitemap – A document which lists all relevant pages, files, and posts from a website. This helps search engine crawlers identify relevant pages of your website to index.

Y –

YouTube Advertising – YouTube has a variety of marketing formats that you can utilise. For example, non-skippable video ads, overlay ads or bumper ads. Each has its own costs and formats.

Z –

Zero cost strategy – A tactic or marketing decision that doesn’t attract a cost/expense.

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