Glossary terms of Digital Marketing | Part 4
Alt text: A
brief, written description of an image with the primary purpose of assisting
individuals who are visually impaired
Anchor text:
The visible text in a hyperlink
Backlink: A
link that points to a website from another site
External
link: A link on a website that leads to content on other sites
Google Search
Console: A no-cost tool that helps users better understand how a website is
performing on Google Search
Internal
link: A link on a website that points to other pages on the site
Manual
action: Google’s way to demote or remove webpages that are not compliant with
its webmaster quality guidelines
Meta
description: Text that provides the search engines a summary of what the page
is about
Nofollow
link: A link that features HTML code that tells search engines to ignore that
link
Schema: The
type of code used for structured data markups
Sitemap: A
file that provides information about the pages, videos, and other files on a
site and the relationships between them
Structured
data: Code used to describe a webpage’s content to search engines
Webpage title
element: Text that provides both the users and search engines with a page’s
topic
Terms and
their definitions from previous module(s)
#
404 page: A
URL that tells the visitor that the webpage does not exist
A
A/B testing:
A method of testing where two versions of content with a single differing
variable are compared to determine which yields better results
Abandoned
cart: When a potential customer adds an item to their cart but doesn’t complete
the purchase
Algorithm: An
automated software that helps locate information to answer a user’s query
Awareness
stage: The first stage of the marketing funnel, when a potential customer first
becomes aware of the product or service
B
Bounce rate:
The percentage of website visitors who view one page and then leave the site
Breadcrumbs:
A row of internal links at the top or bottom of the page that allows visitors
to quickly navigate back to a previous section or the homepage
Broken link:
A link that leads to a webpage that no longer exists
C
Consideration
stage: The second stage of the marketing funnel, when a potential customer’s
interest builds for a product or service
Content
marketing: A marketing technique that focuses on creating and distributing
valuable content
Conversion
rate: The percentage of users or website visitors who take a desired action
Conversion
stage: The third stage of the marketing funnel, when marketers capitalize on
the interest people have already shown
Copy: Any
written material that encourages a customer to buy a product or service
Crawling: The
process of finding new or updated webpages
Customer
persona: Represents a group of similar people in a desirable audience
Customer
persona barrier: What is preventing the customer from achieve their goal
Customer
persona goal: What the customer wants to achieve
D
Demographics:
Information specific to the customer, such as age, gender identity, income,
family size, occupation, education, and location
Display ad: A
visual ad format placed on websites or applications
Domain: The
core part of a website’s URL, or internet address
E
Email
marketing: Sending messages to a list of existing subscribers to share
information, drive sales, or create community
F
Featured
snippet: A special box that displays information about a search in the results
page
G
Google
Business Profile: A tool that allows local businesses to tailor how their
information appears on Google Search and Google Maps
Google
knowledge panels: Information boxes that appear on Google when someone searches
for people, places, organizations, or things that are available in Google’s
knowledge database
Googlebot:
The generic name of Google's crawler
H
HTTPS: An
internet communication protocol that protects the integrity and confidentiality
of data between the user’s computer and the site
I
Indexing: The
process of Google saving and organizing website information to display in the
search engine
Influencer
marketing: Involves a brand collaborating with an online influencer to market
one of its products or services
K
Keyword: A
search term people use to find information, products, or services online
Keyword
research: The process of finding terms and phrases that people use in search
engines
Keyword
stuffing: The practice of loading a webpage with keywords or numbers in an
attempt to manipulate a site’s ranking in the search results
L
Loyalty
stage: The fourth stage of the marketing funnel, when customers become repeat
customers and brand advocates
M
Meta
description: Provides the search engines a summary of what the page is about
Mobile-friendly
webpage: A webpage that is designed to load quickly and render well on a phone
screen
O
Organic
search: Unpaid results a search engine produces when a search is performed
Q
Query: The
words typed into a Google Search bar
R
Rank: A
webpage’s position in the search engine results pages (SERPs), which is
determined by an algorithm
Remarketing
ads: An advertisement delivered to previous purchasers, subscribers, or
visitors to a brand’s website or social media
Rich results:
Enhanced results in Google Search with extra visual or interactive features
S
Search
algorithm: An automated process that helps locate information to answer a
user’s query
Search
engine: Software that provides information on a search query
Search engine
marketing (SEM): Increasing a website’s visibility in a search engine through
paid advertising
Search engine
optimization (SEO): The process of increasing the visibility of website pages
on search engines in order to attract more relevant traffic
Search engine
results pages (SERPs): The results pages that appear when someone performs a
search query
Sitemap: A
file that provides information about the pages, videos, and other files on a
site, and the relationships between them
Social media
marketing: The process of creating content for different social media platforms
in order to drive engagement and promote a business or product
Social share:
When a customer shares a product or service with their social media followers
Strategy: A
plan to achieve a marketing goal
Structured
data: Code used to better describe a webpage’s content to search engines
Subdomain:
The subset of a larger domain used to organize an existing website into a
different page URL
Subpage: A
lower-level page that appears below the homepage of a website
T
Tactic: An
action a marketer takes to make a marketing goal happen
U
Unique
selling proposition (USP): An explanation of why a product or service is better
than the competition
URL: The
address of a webpage or file on the internet
W
Webinar: A
presentation, typically educational, that is provided online
Webpage title element: Provides users and search engines the topic
of a particular page
Credit to: Attract and Engage Customers with Digital Marketing
0 Comments