The ever-changing digital ecosystem can be confusing. It’s fair to say that the world of digital marketing is jam-packed with marketing jargon, lingo or any other term you prefer to use. With acronyms and buzzwords flying around all over the place, it can sometimes be difficult to decipher the meaning behind them.

That’s why the Hanabi marketing team has compiled this handy guide of commonly used digital marketing terms which you would like to know to stay ahead of the curve in 2021.

#

301 REDI­RECT (PER­MA­NENT)

A 301 redi­rect is a per­ma­nent redi­rect that pass­es full link equi­ty (rank­ing pow­er) to the redi­rect­ed page. 301 refers to the HTTP sta­tus code for this type of redi­rect. In most instances, the 301 redi­rect is the best method for imple­ment­ing redi­rects on a website.

302 REDI­RECT (TEM­PO­RARY)

This HTTP sta­tus code sig­ni­fies that the web page a user is try­ing to reach has been tem­porar­i­ly moved. 

404 BRO­KEN PAGE

404 is an HTTP response code that shows that the page that a user has request­ed has not been found. It is usu­al­ly accom­pa­nied by a mes­sage like ​“page not found” or ​“The page you are try­ing to access does not exist”.

A

A/B TEST­ING

Also known as Split test­ing is the process of com­par­ing two ver­sions of a web page, email, or oth­er mar­ket­ing asset and mea­sur­ing the dif­fer­ence in per­for­mance to achieve bet­ter results.

ABAN­DON­MENT RATE

An ana­lyt­ics fea­ture that lets you see the per­cent­age of peo­ple who began a defined con­ver­sion process but did not com­plete it.

AD EXCHANGE

A plat­form that facil­i­tates ad place­ment bid­ding. Effec­tive­ly an online, auto­mat­ed auc­tion house.

AD EXTEN­SIONS

Addi­tion­al infor­ma­tion about your busi­ness can be added to ad copy, such as an address, phone num­ber or links to spe­cif­ic pages on your website.

AD SCHED­UL­ING

The process of sched­ul­ing ads to auto­mat­i­cal­ly show at spe­cif­ic times of the day.

AD SERV­ER

An ad serv­er is used to store, man­age and dis­play ads to users on a website.

AFFIL­I­ATE MARKETING

Refers to the process of earn­ing a com­mis­sion by pro­mot­ing some­one else’s prod­ucts or services.

ALGO­RITHMS

The math­e­mat­i­cal for­mu­la or a set of rules behind sys­tems and pro­grammes to pro­vide users with the most rel­e­vant response to their queries.

ANCHOR TEXT

The click­able text dis­played in a hyper­link that’s usu­al­ly blue and under­lined. The anchor text should give a clear indi­ca­tion of the page or file it’s link­ing to.

API (APPLI­CA­TION PRO­GRAM­MING INTERFACE)

A set of tools and pro­to­cols used for build­ing, devel­op­ing and inter­link­ing soft­ware and programmes.

ATTRI­BU­TION

Attri­bu­tion assigns cred­it to the mar­ket­ing source that turned a lead into a cus­tomer. Mar­ket­ing attri­bu­tion lets you iden­ti­fy cru­cial touch­points in the cus­tomer journey. 

AUDI­ENCES

An audi­ence – or tar­get audi­ence – is a spec­i­fied group of con­sumers who become the recip­i­ents of mar­ket­ing efforts.

AUTHOR­I­TY

A website’s author­i­ty cor­re­lates with its pop­u­lar­i­ty. A site’s author­i­ty is based on fac­tors like traf­fic, back­links and social shares.

AUTOMA­TION

The method of con­trol­ling or oper­at­ing process­es via auto­mat­ic means. Many mar­ket­ing depart­ments auto­mate repet­i­tive tasks such as email mar­ket­ing, social media post­ing, and even ad cam­paigns — not just for the sake of effi­cien­cy, but so they can pro­vide a more per­son­al­ized expe­ri­ence for their customers.

B

B2B / B2C

These are acronyms used to describe who a com­pa­ny sells to. B2B stands for ​“Busi­ness to Busi­ness” and refers to com­pa­nies that sell to oth­er busi­ness­es. Mean­while, B2C or ​“Busi­ness to Con­sumer” refers to com­pa­nies that sell direct­ly to consumers.

BACK­LINKS

This is when oth­er web­sites link back to your website.

BID MOD­I­FIERS

Bid mod­i­fiers let you make adjust­ments to bids with­out alter­ing your campaign’s tar­get­ing or ad groups.

BLACK HAT SEO

SEO strate­gies con­sist­ing of uneth­i­cal and unpro­fes­sion­al tech­niques such as key­word stuff­ing, cloak­ing, and using pri­vate link networks.

BOUNCE RATE

The per­cent­age of vis­i­tors who land on a web­site but then leave with­out look­ing at oth­er pages.

BROAD MATCH

Refers to a key­word match type for PPC adver­tis­ing that offers the broad­est reach and widest range of targeting.

C

CALL-TO-ACTION (CTA)

A call-to-action is a text link, but­ton, or image that encour­ages a web­site user to vis­it a land­ing page and become a lead. Some exam­ples include ​“Sub­scribe Today” on web­site pop­ups or ​“Down­load Now” on app websites.

CANON­I­CAL TAGS

A sug­ges­tion to search engines that the con­tent on that spe­cif­ic URL is not the mas­ter ver­sion of the copy.

CMS (CON­TENT MAN­AGE­MENT SYSTEM)

A con­tent man­age­ment sys­tem (CMS) allows web edi­tors to man­age con­tent dis­played on a site. Word­Press is an exam­ple of a con­tent man­age­ment system.

CON­TENT MARKETING

Con­tent mar­ket­ing is an ongo­ing activ­i­ty, using cre­at­ed con­tent to engage cus­tomers. The con­tent is usu­al­ly valu­able and made to influ­ence peo­ple’s behaviours.

CON­VER­SION RATE

The ratio of users who com­plete a spe­cif­ic action (such as fill­ing out a form) com­pared to the total num­ber of users. The con­ver­sion rate is cal­cu­lat­ed as a percentage.

COOK­IES

A file used by web­sites that stores data on a user’s com­put­er based on their activ­i­ty on the site.

CPA (COST PER ACQUISITION)

The aver­age amount it costs to acquire a con­ver­sion through paid activity.

CPC (COST PER CLICK)

How much you have to pay for every click on your advert or link.

COST PER MILLE (CPM)

Cost per mille (some­times known as cost per thou­sand) refers to the amount of mon­ey it costs for your post or ad to be seen 1,000 times.

CRM (CUS­TOMER RELA­TION­SHIP MANAGEMENT)

CRM focus­es on man­ag­ing pos­i­tive inter­ac­tion and com­mu­ni­ca­tion with clients to achieve opti­mal client sat­is­fac­tion and retention.

CRO (CON­VER­SION RATE OPTIMISATION)

The sys­tem­at­ic process of using test and learn tech­niques to iden­ti­fy which aspects help to improve web­site per­for­mance by encour­ag­ing more users to take a spe­cif­ic, desired action.

D

DIG­I­TAL ADVERTISING

Adver­tis­ing (paid place­ments) on any dig­i­tal plat­form. This can include social plat­forms like Insta­gram, Pin­ter­est & Face­book as well as on search engines like Google or Bing and indi­vid­ual websites.

DIS­PLAY ADS

Adver­tis­ing that is shown on a web page that a con­sumer is using. Most often in the form of images, ban­ners, video, or rich for­mats (ani­ma­tions or slideshows)

DMP (DATA MAN­AGE­MENT PLATFORM)

A uni­fied tech­nol­o­gy plat­form used for col­lect­ing, organ­is­ing and acti­vat­ing large sets of data from dif­fer­ent sources.

DOMAIN NAME

The part of a net­work address that iden­ti­fies it as belong­ing to a par­tic­u­lar com­pa­ny or organ­i­sa­tion. No two web­sites can have the same domain name. 

DSP (DEMAND-SIDE PLATFORM)

A sys­tem that allows buy­ers of dig­i­tal adver­tis­ing inven­to­ry to man­age mul­ti­ple ad exchanges and data exchange accounts through one interface.

DUPLI­CATE CONTENT

A sub­stan­tial amount of iden­ti­cal con­tent that fea­tures on more than one web­site or mul­ti­ple places on the same website.

DWELL TIME

The amount of time between when a user clicks on a result on the search engine results page and when the user returns to the search engine results page.

E

EARNED MEDIA

Any media expo­sure that does not come direct­ly from your busi­ness. This includes things like shared posts, reviews of your busi­ness, or men­tions from anoth­er site. 

E‑A-T

Stands for Exper­tise, Author­i­ta­tive­ness, & Trust­wor­thi­ness and is used in SEO to describe the qual­i­ty of a web­site or con­tent. The term comes from Google’s Search Qual­i­ty Rater Guidelines.

ENGAGE­MENT METRICS

Met­rics used to mea­sure how engag­ing a web­site is. These often include bounce rate, time on site, pages per vis­it, and social shares.

EXACT MATCH

Refers to a key­word match type for PPC adver­tis­ing that offers the most spe­cif­ic and pre­cise con­trol over ad targeting.

EYE-TRACK­ING TECHNOLOGY

Tech­nol­o­gy that mea­sures opti­cal move­ment, visu­al atten­tion and point of gaze.

F

FEA­TURED SNIPPET

Also known as ​‘posi­tion zero’, the fea­tured snip­pet is an answer box that sits at the top of Google’s SERPs that aims to answer a user’s query by using fea­tured copy from a rel­e­vant site.

FIRST-PAR­TY DATA 

Data about your audi­ence that you have col­lect­ed your­self, as opposed to data col­lect­ed by a third party.

FUN­NELS

A mar­ket­ing strat­e­gy based on ​‘fun­nelling’ prospects through mul­ti­ple stages of a cus­tomer jour­ney to reach the end goal of a spec­i­fied conversion.

G

GDPR

Refers to the Gen­er­al Data Pro­tec­tion Reg­u­la­tions laws brought in in 2018 to bet­ter pro­tect people’s per­son­al information.

GEO-FENC­ING

Using a person’s loca­tion to trig­ger a response when a per­son enters or leaves a vir­tu­al­ly fenced area.

GEO-TAR­GET­ING

A tar­get­ing method that serves con­tent to site vis­i­tors based on their location.

GOOGLE ADS

Google’s self-serv­ing adver­tis­ing plat­form lets mar­keters serve ads across Google and part­ner networks.

GOOGLE ANA­LYT­ICS

A free tool that col­lects data and orga­nizes the data into reports used to show how users inter­act with websites. 

GOOGLE ANA­LYT­ICS 4 (GA4)

GA4 is the next gen­er­a­tion of Google Ana­lyt­ics which incor­po­rates machine learn­ing to sur­face user insights. It can be used with both web and app prop­er­ties and is now the default ver­sion of Google Analytics.

GOOGLE SEARCH CONSOLE 

GSC is a free plat­form for any­one with a web­site to mon­i­tor how Google views their site and opti­mize its organ­ic pres­ence. That includes view­ing your refer­ring domains, mobile site per­for­mance, rich search results, and high­est-traf­fic queries and pages.

GOOGLE TAG MANAGER

A free tool that allows you to host a vari­ety of track­ing codes, pix­els, and tags – thus remov­ing the need to rely on devel­op­ers and hard cod­ing of each tag.

H

HASH­TAG (#)

Used on social media plat­forms as an iden­ti­fi­ca­tion of a cer­tain theme or top­ic where­by the sub­ject mat­ter is pre­ced­ed by the hash symbol.

HEATMAP

A visu­al sum­ma­ry of how users inter­act with a spe­cif­ic web­page. Heatmaps iden­ti­fy ​‘hot spots’ where page aspects have high inter­ac­tiv­i­ty lev­els. This tool is wide­ly used for con­ver­sion rate optimisation.

HITS

An inter­ac­tion that results in data being sent to a track­ing solu­tion (i.e. Google Ana­lyt­ics). One ses­sion can include mul­ti­ple hits such as page views, events, or social interactions.

HOST­NAME

A label attached to a host on the Inter­net, allow­ing an indi­vid­ual serv­er to be identified.

I

IMPRES­SIONS

The num­ber of times an ad or list­ing appeared. This does not always mean that a user viewed the ad or list­ing. Mul­ti­ple impres­sions can come from the same per­son if that per­son saw the ad or list­ing more than once. 

IMPRES­SION SHARE

A mea­sure­ment of the num­ber of times an ad was shown out of the total num­ber of times it was eli­gi­ble to show. This can help mea­sure how much of the avail­able audi­ence an ad is reaching.

IMPRES­SION TO CON­VER­SION RATE (IMP CVR)

A mea­sure­ment of how often an impres­sion turns into a con­ver­sion, cal­cu­lat­ed by divid­ing the num­ber of con­ver­sions by the num­ber of impressions. 

INDEX­ING

A method of col­lect­ing, arrang­ing and cat­e­go­riz­ing the infor­ma­tion that crawlers, bots, or spi­ders find on websites.

J

JAVASCRIPT

A pro­gram­ming lan­guage that is com­mon­ly used for build­ing web­site fea­tures that require user interaction.

K

KEY­WORDS

Pop­u­lar words, terms or phras­es help to opti­mise a site’s rank­ing posi­tion. Key­words also allow paid search adver­tis­ers to bid for ad place­ments as spon­sored links on SERPs.

KEY­WORD RESEARCH

The process of research­ing words, terms or phras­es around a cer­tain sub­ject to deter­mine their popularity.

KEY­WORD STUFFING

An uneth­i­cal, black hat SEO tech­nique that refers to the over-opti­mi­sa­tion of a web­page through exces­sive key­word density.

KPIS (KEY PER­FOR­MANCE INDICATORS)

Used to reflect the per­for­mance and suc­cess of an activ­i­ty in rela­tion to the goals orig­i­nal­ly outlined.

L

LAND­ING PAGE

A page on a web­site that serves as a des­ti­na­tion page for users who have clicked through from an advert or link else­where on the web – includ­ing SERPs.

LEAD GEN­ER­A­TION

Lead gen­er­a­tion, the mar­ket­ing process of stim­u­lat­ing and cap­tur­ing inter­est in a prod­uct or ser­vice for the pur­pose of devel­op­ing a sales pipeline, allows com­pa­nies to nur­ture tar­gets until they’re ready to buy.

LEAD

A lead is some­one who has shown or may show inter­est in your ser­vice or prod­uct offering.

LIFE­TIME VAL­UE (LTV)

The aver­age amount of rev­enue one cus­tomer will bring to a busi­ness over their life­time. Life­time may be defined as the aver­age time some­one remains a customer.

LINK JUICE

A slang term used in SEO to describe the val­ue of links point­ing to anoth­er site. 

LINK BUILD­ING

The process of get­ting oth­er web­sites to link to yours. The high­er the author­i­ty of the oth­er site, the more valu­able the link.

LOCAL SEARCH

The process of util­is­ing a search engine’s data­base of local busi­ness list­ings to tar­get audi­ences based on their spe­cif­ic geo­graph­ic locations.

LONG-TAIL KEY­WORD

A key­word phrase that con­tains three or more words. Long-tail key­words are used to tar­get more spe­cif­ic, niche demographics.

LOOKA­LIKE AUDIENCE

Used for Face­book adver­tis­ing, a looka­like audi­ence is a pool of prospects who close­ly resem­ble an exist­ing audi­ence. Tar­get­ing a looka­like audi­ence is a good way to reach new peo­ple who are more like­ly to engage with your ads.

M

MACHINE LEARN­ING

It is a sub­set of arti­fi­cial intel­li­gence that refers to an algorithm’s abil­i­ty to learn from pat­tern recog­ni­tion and infer­ence to improve functionality.

MAR­KET RESEARCH

A planned effort to gath­er infor­ma­tion about tar­get cus­tomer groups (or mar­kets) preferences.

META DESCRIP­TION

The copy dis­played under­neath the web­site page link on SERPs.

META TITLES

A meta title is the name of a web page. The meta title helps both search engines and users to under­stand what type of page it is.

N

NATIVE ADVER­TIS­ING

Native adver­tis­ing is the use of paid ads that match the look, feel and func­tion of the media for­mat in which they appear. They are often found in social media feeds, or as rec­om­mend­ed con­tent on a web page.

NOFOL­LOW

An iden­ti­fi­er tag that tells search engines not to fol­low that page or give it any weight in search rankings.

NOIN­DEX

An iden­ti­fi­er tag that tells search engines not to index a spe­cif­ic page.

O

ORGAN­IC LISTING

Also known as ​‘nat­ur­al’ search results, organ­ic list­ings are SERP results that are not paid for. Opti­mis­ing organ­ic list­ings is the whole point of SEO.

ORGAN­IC SEARCH

When Google (or anoth­er search engine) is used to dis­play results for a search term. Any non-paid results in the SERPs will be organ­ic results.

OWNED MEDIA

Any dig­i­tal plat­form or medi­um that a busi­ness ful­ly con­trols, such as the busi­ness web­site, social media pro­files, and Google My Business.

P

PER­SONAS

A quick por­trait of user types used to briefly describe goals and behav­iour used in UX design and mar­ket­ing campaigns.

PER­SON­AL­IZA­TION

Per­son­al­iza­tion in dig­i­tal mar­ket­ing focus­es on using user behav­iour and con­text to cre­ate tai­lored con­tent. Advanced machine learn­ing and automa­tion help in deliv­er­ing tai­lored experiences.

PIX­EL

An invis­i­ble image file placed on a web­site that is used to pass infor­ma­tion, such as a cook­ie, to a serv­er. Pix­els can be used to deter­mine touch­points with a brand across dif­fer­ent platforms. 

PPC (PAY PER CLICK)

PPC, or pay-per-click, is an online adver­tis­ing mod­el that involves dis­play­ing ads on search engine results pages, blog net­works, and affil­i­ate web­sites. Every time a vis­i­tor clicks these ads, the adver­tis­er pays a fee.

PRO­GRAM­MAT­IC ADVERTISING>

Real-time auto­mat­ed buy­ing of adver­tis­ing through a tech­nol­o­gy platform.

Q

QUAL­I­TY SCORE 

A met­ric used by Google to deter­mine the qual­i­ty and rel­e­van­cy of a site based on its ads, key­words and land­ing pages.

R

RANKING(S)

Refers to the hier­ar­chy of web­sites on any giv­en SERP. SEO is the prac­tice of opti­mis­ing web­sites to improve their rank­ings and help them reach the top positions.

REDI­RECT

A method that takes a user to an alter­na­tive page to the one they clicked on. If, for exam­ple, the intend­ed page is out of date for what­ev­er rea­son, the user will end up on a dif­fer­ent page that hous­es an updat­ed ver­sion of replace­ment content.

REMAR­KET­ING

The method of keep­ing your offer­ing in front of peo­ple who have shown pre­vi­ous inter­est. Also known as retargeting.

RICH SNIP­PET

Refers to struc­tured data markup that can be added into exist­ing HTML to allow search engines and users to bet­ter under­stand the infor­ma­tion a page contains.

ROBOTS.TXT

A file cre­at­ed by web­mas­ters that tells search engine crawlers which pages or files the crawler can or can’t request from your site. This is used main­ly to avoid over­load­ing your site with requests; it is not a mech­a­nism for keep­ing a web page out of Google. Learn more about robots.txt.

ROAS (RETURN ON AD SPEND)

A per­for­mance met­ric used to describe the amount of rev­enue gen­er­at­ed from spend­ing on adver­tis­ing. It is cal­cu­lat­ed by divid­ing the rev­enue gen­er­at­ed by the actu­al spend­ing on advertising.

ROI (RETURN ON INVESTMENT)

A mea­sure­ment of a busi­ness’ or campaign’s prof­itabil­i­ty. ROI is cal­cu­lat­ed by divid­ing the net prof­it by the cost of investment.

RTB (REAL-TIME BIDDING)

Allows adver­tis­ers to bid for the abil­i­ty to serve ads on a web­page that’s being opened at any giv­en time by any giv­en person.

S

SCHEMA MARKUP

Code installed on a web­site that helps search engines return rel­e­vant, infor­ma­tive results.

SEARCH QUERY

The words or phras­es users type into a search engine when searching.

SEG­MEN­TA­TION

The process of divid­ing an audi­ence of poten­tial cus­tomers into groups based on dif­fer­ent char­ac­ter­is­tics or criteria.

SEM (SEARCH ENGINE MARKETING)

Search Engine Mar­ket­ing is an umbrel­la term for dig­i­tal mar­ket­ing prac­tices that aim to increase a website’s vis­i­bil­i­ty in SERPs.

SEO (SEARCH ENGINE OPTIMISATION)

The process of opti­mis­ing web­sites to increase their rank­ing and vis­i­bil­i­ty in the SERPs. SEO incor­po­rates many dif­fer­ent factors.

SEARCH ENGINE RANKINGS

Your search engine rank­ing indi­cates what posi­tion your web­site appears for spe­cif­ic key­words in the SERPs.

SES­SIONS

A group of user inter­ac­tions per­formed on a site that takes place with­in a giv­en time­frame. A ses­sion starts at a user’s point of entry to a site and ends when they exit that site. Some­times referred to as a ​“vis­it”.

SPIDER/​CRAWLER/​BOT

An auto­mat­ed pro­gramme that vis­its or ​“crawls” web sites to col­lect infor­ma­tion about them to under­stand their func­tion and relevance.

SSL CER­TIFI­CATE

A small data file that enables encrypt­ed con­nec­tions between a web serv­er and a brows­er to ensure site security.

T

THIRD-PAR­TY DATA 

As the name sug­gests, it is the data that is obtained from out­side sources.

TOUCH­POINT

An instance of inter­ac­tion between a cus­tomer and a brand.

TRACK­ING CODE (TRACK­ING SNIPPET)

A snip­pet of HTML code on a web­site that is used to track data such as user behav­iour and conversions.

U

UI DESIGN UI – OR USER INTER­FACE – DESIGN 

Refers to design­ing soft­ware for elec­tron­ic devices based on opti­mal usabil­i­ty and user experience.

USER-GEN­ER­AT­ED CONTENT

User-gen­er­at­ed con­tent is cre­at­ed by a brand’s fol­low­er with the aim of pro­mot­ing that brand. This type of con­tent helps in build­ing trust and user engagement.

UTM

In Google Ana­lyt­ics, a UTM code is a text added to the end of a URL. Com­pa­nies can track web traf­fic through this code. Plus, busi­ness­es can see the sources that dri­ve site traf­fic when they add UTM track­ing to social media posts, emails, or oth­er web pages.

USABIL­I­TY TESTING 

The process of eval­u­at­ing the func­tion­al­i­ty of a prod­uct or ser­vice by get­ting peo­ple to test it.

USP (UNIQUE SELL­ING POINT)

USPs are what make your company/​products/​services unique. Unique sell­ing points help you stand out against your competitors.

UX (USER EXPERIENCE)

UX is the con­sid­er­a­tion of user needs. User expe­ri­ence is the core of a suc­cess­ful cam­paign because it deals with appeal­ing to the peo­ple who will vis­it your site.

V

VER­SION CONTROL

Ver­sion con­trol is a sys­tem that records changes to a file or set of files over time so that you can recall spe­cif­ic ver­sions lat­er and is used for man­ag­ing changes to com­put­er pro­grams, doc­u­ments, large web­sites, or oth­er col­lec­tions of information.

VLOG

A video blog.

VIEW-THROUGH CON­VER­SION

A type of con­ver­sion in which a user views an ad, but does not click on the ad and lat­er com­pletes a con­ver­sion action.

VIEW-THROUGH CON­VER­SION WINDOW

A con­ver­sion set­ting in Google Ads which defines the max­i­mum length of time that a view-through action will still be attrib­uted as a view-through con­ver­sion. As an exam­ple, if the view-through con­ver­sion win­dow is set to 30 days, any con­ver­sion action com­plet­ed by a user who saw an ad but did not click on the ad with­in 30 days of see­ing that ad will be count­ed as a view-through conversion.

VOICE SEARCH

Refers to any search query con­duct­ed using voice tech­nol­o­gy. This can be a search on a mobile device or on a smart speak­er such as Ama­zon Alexa or Google Home.

W

WEBI­NAR

A sem­i­nar that takes place on the Internet.

WHITE HAT SEO

Eth­i­cal and pro­fes­sion­al SEO tech­niques that reflect ​‘best prac­tice’ mar­ket­ing efforts.

WIRE­FRAME

A wire­frame is effec­tive­ly a blue­print of a web­site. Wire­frames are a visu­al rep­re­sen­ta­tion of where con­tent ele­ments will sit on a spe­cif­ic page of a website.

Y

YOAST

A high­ly valu­able SEO plu­g­in for Word­Press web­sites that helps web­site own­ers to opti­mize their sites for search engines.

Z

ZERO MOMENT OF TRUTH (ZMOT)

The moment at which a buy­er decides he or she is going to make a pur­chase and research­es that purchase.

admin Content Marketing, Terminology