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Digital Marketing – Glossary of Terms

Digital Marketing is well-known for its detailed jargon and for many, learning it can be overwhelming. When interviewing for a job in marketing, we would suggest that you have a grasp on some of the most commonly used marketing terms. To help you on your way, we have written as glossary of the most common phrases. It may seem overwhelming at first but we promise you will quickly pick up their meaning as you work. They aren’t as hard as they seem.


Analytics, quite simply, is the discovery of communication of meaningful patterns of data. The goal of analytics is to improve a business by gaining knowledge which can be used to make improvements or changes.

Bounce Rate

This is an extremely common term you will likely hear on a day-to-day basis. When referring to websites, the bounce rate is the percentage of people who land on a page of your website but leave without clicking on anything or navigating to any other pages. Having a high bounce rate generally leads to poor conversion rates because no one is staying on your site long enough to read your content.

Call to Action

A call-to-action is a link that encourages a website visitor to visit a landing page. Calls to action are very important to marketers because they are the ‘bait’ that entices a website visitor to eventually become a lead.

Conversion Rate

A conversion rate is the percentage of people who completed a desired action on a single web page, such as filling out a form. Of your pages have high conversion rates, they are performing well. Whereas, if they have low conversion rates they are performing poorly.

Conversion Rate Optimisation (CRO)

Conversion rate optimisation involves creating an experience for your website visitors that will convert them into customers. It is most often applied to web page or landing page optimisation, but it can also be applied to social media and other forms of marketing.


Google+ (referred to as ‘Google Plus’) is a social network that allows you to connect your contacts, from all walks of life. As a marketing tool, Google+ provides marketers with tremendous search engine optimisation value due to the rising importance of social sharing in search engine algorithms.

Keyword Research

Keywords are words or phrases that users type into search engines such as Google, Yahoo and Bing, to find websites that match what they are looking for. By inserting keywords into content and web pages, marketers are improving the search rate of their websites, ensuring that their websites and content has significant search volume that is not too difficult to rank for.

Landing Page

A landing page is a website page containing a form that is used for lead generation. This page revolves around a marketing offer that serves to capture visitor information in exchange for the valuable offer. A smart marketer will create a landing page that appeals to multiple people at various stages of the buying process.

No-Follow Link

A no-follow link is used when a website does not want to pass search engine authority to another webpage. It tells search engine crawlers not to follow or pass credit to linked websites to avoid association with spam content or inadvertently violating webmaster guidelines. Not all links (and linking domains) are created equal, and a no-follow attribute helps avoid any foul play.

Pay-Per-Click (PPC)

Pay Per Click is an advertising technique in which an advertiser puts an ad in an advertising venue and pays that venue each time a visitor clicks on the ad.

Search Engine Optimisation (SEO)

Search Engine Optimisation or SEO is ensuring a website can be found in search engines with the words and phrases relevant to what the site is offering. By adjusting a webpage’s on-page SEO a marketer can improve where a website appears in search engine results. There is, of course, a lot more to it than that but those are the basics.

Final Words 

There you have it, some of the most common phrases used in marketing. If you work in marketing, you will likely be learning the jargon as you go along but if you are looking for a job in this area, we would suggest picking up some of these terms so that you can make a lasting impression in your interview. Or, you could check out our article on ‘How to Find a Job in Digital Marketing’. 

Are there any new phrases you learnt from reading this article? Let us know, we would love to hear from you!