A Curated Glossary of Essential Marketing Terms, Tailored for SMB Website Owners and Marketing Agencies.
A method of comparing two versions of a webpage, ad, or email to determine which performs better. One version (A) is tested against an alternate version (B), and the results help optimize conversions.
The upper half of a newspaper or the section of a webpage that is visible without scrolling.
All printed text in an advertisement.
The number of times an advertisement is seen by audiences.
Ensuring websites and digital content are usable by all people, including those with disabilities. This includes screen reader compatibility, keyboard navigation, and contrast considerations.
A strategy that shows ads to users who have previously visited a website but didn't convert. Retargeting helps improve conversions by keeping brands top-of-mind.
A performance-based marketing strategy where businesses pay affiliates a commission for driving sales through referral links. Common platforms include ShareASale and CJ Affiliate.
The use of artificial intelligence to generate marketing copy, such as blog posts, emails, and ads. AI tools analyze data and user intent to create optimized content.
A framework for determining how credit for sales and conversions is assigned to different marketing touchpoints (e.g., first-click, last-click, or multi-touch).
The percentage of visitors who navigate away from a site after viewing only one page.
Links from external websites that point to your site. High-quality backlinks improve domain authority and SEO rankings.
A digital advertising strategy that uses a user's past online behavior to display relevant ads. This helps improve engagement and conversion rates.
The extent to which consumers recognize and recall a brand. Digital marketing efforts like content marketing and social media help build awareness.
Automated traffic generated by scripts or crawlers. While some bots are useful (like search engine crawlers), others can skew analytics data and increase ad fraud.
A detailed profile of an ideal customer based on market research and data about existing customers.
The percentage of website visitors who complete a desired action.
A prompt that encourages users to take a specific action, such as 'Buy Now' or 'Sign Up.' A well-optimized CTA improves conversions.
AI-driven software that simulates human conversation to provide customer support, lead generation, and engagement. Popular chatbot tools include Drift and Intercom.
The percentage of users who click on an ad or email link after seeing it. A higher CTR indicates more effective messaging.
A tool that helps websites comply with privacy laws (e.g., GDPR, CCPA) by managing user consent for cookies and tracking.
The process of improving a website or landing page to increase the percentage of visitors who take a desired action, like making a purchase.
A schedule that defines when and where content will be published across different marketing channels.
The total revenue a business can expect from a single customer account throughout the business relationship.
Statistical data relating to population segments such as age, income, and education.
A structured data format used in tag management systems like Google Tag Manager to send key website data to analytics tools.
Designing websites and emails to be visually appealing in dark mode, which is increasingly popular among users.
Marketing strategies focused on creating awareness and interest in a brand to generate high-quality leads.
A metric by Moz that predicts how well a website will rank in search engines based on backlinks and SEO factors.
Personalized content that changes based on user behavior or preferences, often used in email marketing and landing pages.
The level of interaction content receives from users relative to reach or followers.
The ability of an email to reach the recipient's inbox instead of the spam folder. It depends on factors like sender reputation and content quality.
A series of automated emails sent over time to nurture leads or onboard new customers.
Content that remains relevant over time, driving long-term traffic and SEO value.
Popups that appear when a user is about to leave a website, encouraging them to stay or take action.
The path a customer takes from initial awareness to final purchase.
A marketing tactic that creates urgency to drive immediate action, such as limited-time discounts.
A business model where basic services are free, but advanced features require payment. Common in SaaS marketing.
Data collected directly from users through interactions with a business, such as website visits and email sign-ups.
When a user starts filling out a form but leaves before submitting it. Marketers optimize forms to reduce abandonment.
Delivering content to users based on their geographic location.
Using game-like elements (badges, rewards, points) to enhance user engagement in marketing campaigns.
A tag management system that simplifies adding and updating website tracking codes without modifying code.
A data-driven approach to rapidly growing a business through creative, low-cost marketing techniques.
Writing blog posts for another website to gain backlinks and exposure. This is a key SEO strategy.
A visual representation showing where users click, scroll, and spend time on a webpage.
A/B testing different headlines to determine which one drives the most engagement or conversions.
Advanced personalization using AI and real-time data to tailor experiences for individual users.
The process of using relevant hashtags to increase social media post visibility and engagement.
A design approach that prioritizes user needs and behavior to enhance website usability and conversions.
The number of times content is displayed to users.
A strategy focused on attracting potential customers through content marketing, SEO, and social media rather than paid advertising.
Partnering with industry influencers to promote products or services on social media.
Content that engages users through quizzes, calculators, polls, or other interactive elements.
Displaying ads or content based on a user's search intent and online behavior.
Visualizing the process customers go through when interacting with a company.
Optimizing JavaScript-based websites to ensure search engines can properly index and rank them.
Writing marketing content in clear, simple language to maximize engagement and accessibility.
Metrics that indicate progress toward business objectives.
Identifying search terms to optimize content for higher rankings in search engines.
When multiple pages on a website compete for the same keyword, reducing SEO effectiveness.
A visual representation of key performance metrics to track marketing effectiveness.
A standalone webpage designed to convert visitors into leads.
A free resource (e.g., ebook, webinar) offered in exchange for a visitor's contact details.
Acquiring backlinks from other websites to improve SEO authority.
Optimizing a website to appear in local search results, often using Google My Business.
Longer, more specific keyword phrases that often have lower competition and higher intent.
Dividing a market into distinct groups based on characteristics or behaviors.
Using software to automate repetitive marketing tasks like email sequences and social media posting.
A statistical analysis that determines the effectiveness of different marketing channels in driving sales.
A brief summary of a webpage that appears in search engine results.
Ensuring websites are designed to function well on mobile devices.
A testing method that compares multiple variables on a webpage to determine the best-performing combination.
A lead who has shown interest through engagement with marketing content but isn't ready for sales contact.
Paid content that matches the form and function of the platform it appears on.
A metric that measures customer loyalty and satisfaction based on survey responses.
The study of consumer behavior using neuroscience principles to optimize marketing strategies.
Targeting a specialized segment of a broader market.
Website visitors who arrive through unpaid search results.
A strategy that provides a seamless customer experience across multiple channels, including web, social, email, and offline.
The practice of optimizing individual web pages for higher search rankings.
The percentage of recipients who open an email, used as a key email marketing metric.
An advertising model where advertisers pay when users click their ads.
Improving website load times to enhance user experience and SEO rankings.
Tailoring marketing messages and website experiences to individual users based on their behavior and preferences.
Automated bidding and purchasing of online ad inventory using AI-driven technology.
Short, clickable messages sent to users' mobile devices or browsers to drive engagement.
Google's rating of the quality and relevance of keywords and PPC ads.
A potential customer who has shown interest and meets criteria indicating they are likely to convert.
The reason behind a user's search query, categorized as informational, navigational, or transactional.
Using QR codes in advertising to quickly direct users to landing pages or promotions.
Showing ads to people who have previously visited your website.
Re-engaging previous website visitors with targeted ads to encourage conversions.
Ensuring websites adapt seamlessly to different screen sizes and devices.
Enhanced search results displaying extra information like star ratings or FAQs.
The practice of increasing website visibility in organic search results.
A form of structured data that helps search engines understand webpage content.
Using testimonials, reviews, or endorsements to build trust with potential customers.
Comparing two variations of a webpage or ad to determine the best performer.
A business model where customers pay recurring fees for continued access to products or services.
A lead who has been vetted by marketing and meets criteria to be passed to the sales team.
Monitoring social media channels for mentions of your brand, competitors, products, and relevant keywords.
The specific group of consumers most likely to want your product or service.
A tool that allows marketers to manage tracking tags without modifying code.
Creating eye-catching preview images to increase click-through rates.
Automated emails sent in response to user actions, such as order confirmations.
Elements that reassure visitors about a website's credibility, like security badges and customer testimonials.
The overall experience of a person using a website or application.
Content created by users, such as reviews or social media posts, that brands leverage in marketing.
The organization of web addresses for SEO and usability.
Content that spreads rapidly through social sharing.
Adjusting content to be more conversational for voice search queries.
A clear statement that explains how your product solves customers' problems, delivers specific benefits, and why customers should buy from you rather than competitors.
SEO tactics that follow search engine guidelines and focus on human audience.
The measurement and analysis of website data to improve performance.
Encouraging customers to share positive experiences with others.
A file that helps search engines understand website structure and content.
Using augmented reality (AR) or virtual reality (VR) to create immersive brand experiences.
A comparison of metrics with the same period from the previous year.
A Google search category for content that affects financial, medical, or personal well-being, requiring high trust and accuracy.
Search queries that are answered directly in search results without clicking.
Data that users willingly share with brands, such as survey responses or preferences, helping personalize marketing.
A pricing strategy where different regions have varied product prices based on demand and competition.