Digital Marketing Jargon Glossary for Small Businesses


I’ve worked at Banc as a Copywriter for close to two and a half years now, and I’m still sometimes confused by the technical terms our SEO and PPC teams drop into conversation. The fast-moving world of digital marketing means you’ve got to be on the cutting edge of the industry to keep up with the latest buzzwords and trends, so it’s hardly surprising us non-techy folk get left in the dust as new methods, practices and technologies are rolled out.

If you’re running a small business, you probably don’t have time to attend digital marketing lectures and seminars to learn the ins-and-outs of the industry. You’re probably relying on an in-house or external team to guide your business through the tricky world of online marketing. But if you don’t understand the lingo and jargon dropped into reports by your digital marketing lot, they could be telling you any old nonsense.

So, to give you an advantage next time you’re chewing the fat with a digital marketing pro (and to help me impress the others at work), I’ve put together this comprehensive marketing jargon glossary small businesses. All the words you didn’t understand in one place, with simple-to-understand definitions.

A/B Testing

The CRO (more on that later) term for comparing two versions of the same webpage to determine which performs better.


Google’s advert placement tool. Display ads are targeted at users who have previously viewed related materials.


Google’s paid advertising tool which places adverts on search engine results pages.


The informal term for the tool created by Google which allows users to monitor website traffic.

Anchor Text

The text within a hyperlink. For example, Banc is the anchor text in this sentence.


Business to Business.


Business to Customer.


A hyperlink leading from an external website to the user’s website.

Black Hat

Unethical practices. Typically refers to SEO pros who haven’t evolved from the industry’s embryonic stages and still indulge in time-wasting and ineffective methods of increasing search rankings.

Black Hat - Des Byrne

Bounce Rate

The percentage of website visitors who leave the site after visiting just one page.

Broad Match

Variations of targeted search engine key terms, typically used in AdWords and similar tools. This helps capture a larger number of search engine users who input slightly different key terms.


Stands for Call to Action. The instruction which encourages website users to continue the customer journey – clicking a specific link, filling out a form, placing an order or calling a phone number.


Often irritating articles advertised in an appealing way to increase click through.

Content Marketing

Increasing website visibility and search engine rankings by creating unique, high-quality content for both on-site and off-site.


Stands for Click Through Rate. The percentage of users who click through to a specific website or page.


Stands for Content Management System. The programme which allows users to manage a website and its pages. Useful for webmasters without HTML, CSS, Javascript knowledge.


A website visitor who completes the CTA.

Conversion Rate

The percentage of visitors who qualify as a ‘conversion’.


Stands for Conversion Rate Optimisation. Changing a website to increase conversion rate.

Crow - Nikita


Stands for Cost Per Click. A PPC term relating the monetary cost of one click through to a specific website.

Data Capture

The process of gathering information from website visitors and customers. Information traditionally includes name, location, email address, and can be gathered via a newsletter signup.

Deep Linking

The process of placing hyperlinks to specific pages rather than a website’s homepage.


Long-form content which really digs into the subject matter. Often available to download direct from the website.

Editorial Calendar

A calendar created to guide the content team throughout the year – detailing when to produce certain types of content and seasonal factors to consider.

Email Marketing

Reaching out to customers via the magic of email. Often includes offers and deals.


The amount of interaction between users and the business’ online portfolio. Could be anything from replying to social media to converting on a website. Sometimes called ‘interaction’.

Engagement Rate

The percentage of users who participate in some form of engagement.

Evergreen Content

Content and pages which will always lend value to the website, serving as an entry point for new visitors. Pages such as Banc PPC.

Exact Match

A PPC term used typically in AdWords. This targets one specific term alone, and not related variations.


The invisible line which separates the visible content from the content which can only be seen by scrolling down.


Pinpointing potential customers by their location.

Globe - oh_debby

Grey Hat

Not quite as dodgy as Black Hat, but still a few bad practices in there.

Halo Effect

The loyalty often shown by customers for a new product from a brand they have previously used and trust.


A link to another website or page, placed in highlighted text.


The number of times online users have seen a specific advert.


A visual piece of content which relays information and concepts in a digestible and attractive manner.

Keyword or Key Term

The words or phrases used by search engine users to find specific sites, products and services.

Keyword Research

The process of identifying which keywords and key terms to target.


Stands for Key Performance Indicator. A set of parameters to judge whether a process or practice is successful.

Landing Page

A webpage designed to be an entry point to a website, offering the information requested by the visitor and a CTA to continue the customer journey.

Landing Page Optimisation

The process of improving landing pages to ensure they provide all requisite information and a clear CTA.


Potential customer.

Link Bait

A piece of content designed to acquire links through its quality.

Link Building

The process of increasing the number of inbound links from quality websites and portals.

Link Equity

The value of links, based on the authority of the site and the relevance of the content.

Long Tail Keywords

Longer search terms which answer specific queries. For example, ‘What is a long tail keyword?’

Mobile Optimisation

The process of improving a website’s performance and usability on mobile devices.


A small website off-shoot of the main site, giving users a unique experience. Handy for users with websites which can’t handle the demands intended for the microsite.

Microsite - marie-lyse briffaud

Native Advertising

Clever adverts designed to look like content rather than an ad.

No-Follow Link

A hyperlink including a message to Google telling the search engine not to pass any link equity.


External factors which affect a website’s performance. For example, the inbound links.


Internal factors which affect a website’s performance. For example, content quality.

Open Rate

The percentage of emails sent as part of an email marketing campaign which have been opened.

Organic Search

The natural results which appear on search engine result pages, as opposed to paid results.

Page Rank

Google’s ranking of a website, based upon their in-house algorithm. This contributes to search engine rankings.


Pay per Click advertising. The paid-for ads which appear at the top of search engine results.

Ranking Factors

All on-page and off-page elements which contribute towards a website’s performance in search engine results pages.

Responsive Design

A website design which is optimised for desktop and mobile devices. The website automatically resizes dependent upon the device used.

Search Console

Previously called Webmaster Tools. The tool which allows users to view analytical data of the website. This is used to help improve the search engine optimisation of the website.


Search Engine Optimisation. The techniques and practices to improve a website’s performance in search engine rankings.


Search Engine Results Page. The list of results created by a search engine when a search query is entered.

Traditional Media

Refers to older forms of marketing, mostly offline mediums.

Old newspaper aimee rivers


Unique Selling Point. The thing that elevates a business above all competitors.


The website’s address.


User Experience. The usability and reliability of a website.


A video blog. Hosted on-site or on a third party site (most commonly, YouTube), Vlogs offer tips, guidance and advice.

Web Presence

A website or business’ impact on the web. This can relate to the influence of the website or their social media channels.

White Hat

Ethical SEO practices which adhere to Google’s best practice guidelines.

XML Sitemap

A file detailing all the pages on a website.

Now you’ve got to grips with all the jargon, how about taking your digital marketing to a whole new level? Get in contact with the Banc team on and we can help with all your SEO, PPC, CRO and Content Marketing needs.

Images sourced via Flickr Creative Commons. Credit CollegeDegrees360, Des Byrne, Nikita, oh_debby, aimee riversmarie-lyse briffaud

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Chris Balme