Digital Marketing Jargon Buster – Our Handy Guide.

Andi Wilkinson
Andi Wilkinson 16th September 2019
Digital Marketing Jargon Buster

This digital marketing jargon buster is for you if you don’t know your PPC from your Pixel tracking, your SEO from your SERPS, your CRO from your CPC. It’s a quick and handy A-Z of digital marketing terms, you may hear when talking to a digital agency and you may find it handy to speak their language.


As the name suggests, the analysing of data based on people’s browsing activity on the web or mobile. Not as sinister as you may think, it’s a way to improve the customer journey by watching what people do and looking for ways to make it better. They have been doing it in supermarkets for years!

Apps (application)

Those things on your phone right? Not quite. It can be a program that runs on your phone or tablet, but it can run in a desktop browser too. Most people, however, think of mobile apps when they hear the phrase.

Banner Ad

As the name suggests, an advert on a web page or mobile device. In the form of a visual banner. It could be any shape or size. like a real banner.


Actually short for Web Log. A website you update regularly with content. usually on a specific topic. Like this website. its web, web, Google, company news and tech. It can help populate your site with relevant content and make you look a little more authoritative to those all-important search engines.

Canonical URL

This tells the browser that if there are multiple versions of the same website, such as AMP or mobile pages, which one is the original source. In April 2019, Google changed the search console to attribute all google juice to the canonical url, despite which version of the page was accessed.


That thing you use to surf the internet with. You may use Chrome, or Firefox, Opera or Internet Explorer (Edge). You might even be reading on a mobile, they are also using a browser.

Click-through rate (CTR)

Mostly used in Pay Per Click advertising (PPC) How many times did your advert appear, and how many times did someone click on it? If it appeared 100 times and 10 people clicked, this is a 1-% CTR. It’s great we can measure this stuff since you would never know this from placing an advert, say in a magazine.


The stuff you write and put on your website. or maybe its video or products. It can be anything. It’s all content.

Conversion (Also known as Goals)

Any action you decide that’s a goal for your user to perform on your website. Common goals are form-fills. phone calls, email signups and monetary transactions. They could also include the length of time spent on site. It really depends on the content and purpose.

Conversion rate optimisation

Conversion rate optimisation is Getting more customers to complete the goals you identify above, for the same effort. This is where analytics comes in. You may find that you have a high rate of shopping cart abandonment.

This could be because your website is too complex and confusing for the user. It doesn’t always matter what you might think of the customer journey, It’s good practice to see what the analytics reveal.

CPC Cost-per-click

How much money you pay when someone clicks on your digital advert. Careful setting up and optimisation of campaigns can help to bring this down.

CPM (Cost Per Thousand Impressions)

This is a common method for web pricing. You pay for every 1,000 times your ad is visible on a page. CPM is not a unique view. If a person clicks on 10 pages and sees the ad 10 times, this counts as ten impressions. Consider your budget and desired reach before spending on CPM.

Crawler or Spider

A program that trawls the pages on the web to collect the information on them and help to index them in the right place so people can find them. A big reason why content and properly coded websites are a must.


That big boxy computer in the corner. Not the laptop or the iPad or the phone. The big tower. the one that heats the room when you turn it on. Unless it’s a nice iMac.

Email marketing

Sending a nice email to advertise your goods and services. Keep it relevant and don’t spam.


(Can be referred to as splash page, index or landing page)

The main page of your website. The first one that people would see if they typed your web address into a browser.

HTML – Hypertext Mark-up Language

A markup coding language used by web designers to create web pages. See also Tim Berners Lee for his part in it all!


How many times a digital advert might appear, regardless of whether its clicked or not. It’s important to get impressions in front of the right people. That way you can expect a higher Click Through Rate


Literally an index of content. Like on Yahoo or Google. Not to be confused with the index page, which is also known as an index page, though this is largely webspeak.


A word (or phrase) that you may expect your prospective visitors to search for in order to find your site or a particular campaign. for example, “summer handbag sale”

Landing page

This is the first page of a website you land on. It may not be the home page of the site, but it should be relevant to what you are searching for. You will see this quite often with signup websites, or member websites where the landing page is the signup form.

It could be text, image or a video but anything that you can click and it will take you to some other content.

Latent Semantic Indexing

A list of relevant related keywords you will find when doing keyword research. Adding them to your content can boost your rankings.


A device which is mobile. A tablet or smartphone.

Organic listings

Where your web page ranks on a search engine naturally. “Oh, I am top of Google when you type in Plumbers in Timbuktoo”.

Remember organic listings are really only useful if people are searching for that keyword. It’s pointless ranking naturally for a phrase that only you will type into a search engine.

Pay-per-click (PPC)

A form of advertising where you pay for users to click on your advert. Highly effective if set up and managed properly. Google Ads is a form of Pay Per Click, but there are lots of other platforms such as LinkedIn, Twitter, Facebook, Instagram and more.

Query or Search term

Whatever you type into the browser when you want to find something. “Where can I buy tickets to Burning Man”?


Where you sit on a search engine for a particular phrase or term. – See also “organic listings”.

Search engine

Popular ones include Google, Bing, Yahoo. A tool that allows you to search a word or phrase and return an index of content based on your search.

Search engine optimisation (SEO)

Enhancing the content of your website so that it improves the visibility in the organic listings of a search engine. For a comprehensive 101 guide, see Moz Beginners guide to SEO.

Search engine marketing (SEM)

Where you can bid for your ad to appear alongside organic search results. (See also Pay Per Click). A good way to get found and fast. Also, check out The Internet Bro’s Guide to SEO Marketing

Search engine results page (SERP)

What appears on a page when you search for a keyword or phrase. The results of your search.

Session or Visit

Basically content you create and share across the web with others. Videos, blogs and posts to social networks.

Social network

An online community. The most popular of which is Facebook but is in no way limited to the above. Networks exist everywhere and for various reasons.

Traffic acquisition

How you get traffic to that there website. Is it via Organic listings? Social media? Email Marketing or PPC? Ideally, it should be a range of all of the above.

Unique visitor

An individual visitor to your page.

URL or Uniform resource locator

The web address where we will find your content. for example

This list is by no means exhaustive, and credit goes to our Google Partner insights for the index, although the explanations are ours. If you think we have omitted anything in this guide that could be useful, please contact our PPC Agency in Manchester on the form below.

Made By Factory are a Manchester Digital Agency, specialising in digital marketing, conversion rate optimisation and Google Ads.

Andi Wilkinsonmade By Factory Digital Marketing

Andi Wilkinson is Creative Director of Made By Factory. UX Designer & SEO Nerd, Andi is also a board member of Manchester Digital, and speaks and writes on a variety of web-related topics.

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