50 Digital Marketing Terms You Need To Know!

Important Digital Marketing TermsSEO, PPC, UVP?

Does this sound like another language to you? If so, you need our top 50 digital marketing terms glossary. Keep this list handy as you meet with your marketing team and you will never be in the dark again.
Do you have any terms to add to our list? Leave your comments below.


A/B Testing Testing different images, phrases, copy, layout, colors, design, etc. to maximize significant actions desired in online marketing efforts like email marketing, website design, landing page development, conversion optimization, advertising, etc.
Anchor Text A clickable link in text – usually highlighted in a different color.
Backlink A link from anywhere on the Internet back to your website that may contribute to the credibility of your website according to search engine algorithms. This can also work in reverse, where a poor quality backlink can devalue the credibility of your website (in the eyes of the search engines).
Bounce Rate In google analytics – the number of visitors to a given website page that do not progress past the entry page within a certain time period.
Brand Identity Logo.
Branded KWs or Terms Keywords and keyword phrases that include the name of your company.
Content Any digital asset used to develop a website outside of programming – examples would be images, copy, video, drawings, text, etc. Also the non-coded assets used in social media and other digital marketing efforts.
Content Marketing Any development and distribution of content – typically used to post to a blog, social networks, and other article posting and bookmarking websites – the idea is to create ebooks, white papers, infographics, images, videos, audio files, press releases, guest blog posts, events, books, comments, etc.to attract leads from the Internet to your own website or other owned digital properties. This content can and should be ‘the best answer’ to all your customers questions as they shop, research and search the Internet for solutions to their needs.
Conversion Conversion rate – usually the rate at which website visitors become buyers – it can be any conversion point in the sales process though.
Copy Text or written creative work – like articles, titles, blog posts, text on a website – can also be interchanged with ‘content.’
Creative When used as a noun, it refers to either the creative product or the creative person involved in producing the creative (the artist).
Crowdsourcing Using the talents, skills & influence of others, usually through social media platforms.
CTA Call-to-action. Can be calls-to-action as well – CTAs.
Differentiators What makes your company different from your competitors?
DIY Do-it-yourself efforts.
GP% Gross profit percentage.
Horizontal A set of diverse entities grouped according to a common need for selected goods and services. In contrast, a vertical market is a chain of goods and services providers within a single industry or government sector. Horizontal markets spread across multiple industries; yet have a common need for a given product or service.
Hummingbird A named Google algorithm update that better understands peripheral keywords, languages, and search habits – it has helped to evolve the way we approach keyword research and keyword-related SEO efforts.
Inclusive Design Website design that specifically considers any and all possible viewers – sometimes considered “accessible” design – in light of accessibility standards.
Intra-linking A link from one page of your website to another page – usually to discover “more information” about a particular keyword.
KW Keyword phrase also KWs as keyword phrases
Net Revenue minus expenses.
Non-Branded KWs or Terms Keywords and keyword phrases that do not include the name of your company.
Off-Site Any marketing efforts occurring somewhere else – not on or within your website – will occur on other websites (off your website).
On-Site Any marketing efforts happening on or within a website – usually used for on-site SEO.
Organic A type of search marketing – natural search marketing efforts – not paid display or pay-per-click search advertising.
Panda A named Google Algorithm update that is a search filter which is meant to stop sites with poor quality content from working their way into Google’s top search results.
Paid Usually refers to paid search marketing and advertising activities (like Google AdWords) – can also refer to paying customers or paid users. Pay-per-click.
Penguin A named Google algorithm update that targets sites deemed to be spammy, especially those found in violation of Google’s guidelines about linking.
PPC Pay per click advertising.
ppt Power point presentation or document type.
PR and PR0-10 PR is “public relations” efforts and activities. PR with a number from 0 to 10 after it (like PR5) refers to Google’s credibility measurement tool for websites (which as of the end of 2015 has not been updated in at least 2 years and has become less relevant). PR0 does not have any credibility built up yet and PR10 is a top website like Google, Facebook or YouTube. Most small business sites have a PR1-4. A PR3-5 is a very good quality site. A PR6+ is very hard to obtain for a small business website.
Project Increase revenue, decrease costs or improve relationships.
Prospects Likely customers or buyers who fall into at least one segment of your target market.
Responsive Usually referring to responsive design – where a website is designed and developed to respond to the user device type – whether a desktop, mobile, tablet, phone, etc.
Revenue Top line revenue brought into the company – not net.
Search Search engine marketing efforts.
Segments Target market segmentation – breaking down the buyer type into the smallest possible group of potential buyers or prospects.
SEM Search engine marketing – includes both paid and unpaid search marketing efforts.
SEO Search engine optimization – also refers to organic or natural search marketing efforts and specifically refers to those experts who perform SEO (example: “we’ll get an SEO to review this”).
SERP Search engine results page.
Signup Usually when a website visitor takes a significant action to signup for a newsletter, free trial, free download, etc.
Site Website (usually) – sometimes refers to an actual physical place.
Social Social media marketing efforts.
ROI Return on investment.
Target Market The group of people most likely to buy your product or service – this target market can be broken down further into segments.
Traffic The number of people who visit your website in any given time period.
Uniques Refers to website visitors who are both new (not returning visitors) and unique.
UVP Unique value proposition.
Verticals Target market segmentation by industry type (example: healthcare, arts, culture, history).


What Is The Difference Between Social Media And Online Marketing?

What is difference between social media and online marketing

Social media, online marketing, digital marketing, internet marketing – the list could go on. These are all terms we hear when we are trying to develop a marketing plan. Let’s learn to distinguish them a bit and get your business on the right track with digital marketing in 2015 and beyond.

What is Online Marketing?

Internet marketing or online marketing is the big umbrella which includes website development, email marketing, blogging, digital marketing, search engine marketing, pay per click advertising and all the efforts associated within those efforts. Each of these individual components make up most of a companies’ online presence.

What is Social Media Marketing?

Social media marketing is simply marketing your business using social media platforms. This may include the most popular social media sites – Facebook, Twitter, YouTube, Instagram, Pinterest, LinkedIn and Google+. Social media is a way to keep your customers up to date on the latest trends and buzz around your industry. It is a place to build relationships and brand. Social media marketing can include setting up free accounts on the most popular platforms mentioned above and creating meaningful content on your pages on a regular basis. Most networks also have paid advertising options. These can be helpful to build followers and promote specific events or promotions your business may be running. We recently published a list of why your business needs to be using social media here.

What is Digital Marketing?

Digital marketing is also a component of online marketing but may also include offline tactics such as radio and TV ads. Digital marketing will drive your customers online to your website or social media accounts through online and offline measures. Businesses also use digital marketing when incorporating a pay per click campaign for their business. These may include banner ads on industry related websites or forums, Google AdWords or Bing Ads. A complete digital marketing campaign will usually include the following: search engine marketing, social media promotions and email marketing.

Social media marketing is only one small component of online marketing. Online/Digital marketing is the catch-all term used that incorporates all of the marketing efforts used to promote your business both online and offline. Online marketing is the way of the future and is an essential part of your companies’ marketing plan.

WebScout offers a free 15 minute consultation. Give us a call or email us here to get your digital marketing plan started.


How successful is video marketing and should my business use it?

With the continued popularity of YouTube and video blogging, companies are beginning to discover the power of video to promote their products. Through tutorials, webinars, walkthroughs and more, the possibilities for video marketing are innumerable.

So who’s using video marketing, and how successful is it? According to Cisco, video will make up 69% of consumer internet traffic by 2017. So now is the best time for businesses to start using video marketing, because it’s only going to become more popular. This video from American Greetings shows video marketing done right.

With the rise of other streaming content on platforms such as Netflix and Hulu, even more people are looking to video for their entertainment and news. Buzzfeed hit big with their viral videos, offering interesting and highly sharable content. At the same time, YouTube is the second most popular search engine behind Google, and receives over one billion unique visitors per month. The number of people subscribing to specific YouTube channels has tripled in the last year alone.

According to Nielsen, 64% of marketers expect video to be their dominant strategy in the near future. Many companies are already employing the use of video marketing to promote their products and services. It’s not hard to see why; the benefits of video marketing are highly valuable. Videos often present narratives, which can help build your brand. Brand building can then lead to greater brand awareness. If viewers link your company or product with an interesting video, they’re more likely to remember who you are. Video marketing is a great way to improve Search Engine Marketing(SEO), because videos often have higher click rates. Also, videos can help improve conversion rates and link building. Online retailer StacksandStacks.com reported that customers that viewed product videos were 144% more likely to purchase the product than those who did not watch a video.

Another benefit of video marketing is that it offers improved user engagement. Because people’s attention spans are lowering, video is becoming a much more effective method of communication than text-based content. A good video will keep the viewer watching. Also, people can’t skim a video like they can a text, so if they watch the entire video, your company has a greater chance of making an impression on the viewer.

For example, retailer Advance Auto Parts found that adding instructional videos to their website and Facebook page led customers who watched to stay twice as long on the site and visit twice as many pages compared to those who did not watch any videos. An important consideration, especially with YouTube, is to create videos with content, instead of just an ad. This makes people more willing to watch, and increases the potential for viewers to share your video with others.

For businesses looking to start their video marketing efforts, here are a few ideas for effective content. An introductory video, offering visuals and sound as to who your company is and what it does, is always a good starting point. Secondly, you could create a video responding to customer questions. This engages the customers directly and shows that you care about their input. Similarly, you can produce a video that stars fans and users of your service or product, which adds a personal and authentic element to your business. This can be beneficial because it can allow the viewer to connect with the video emotionally, something that is much harder to accomplish through text. Here’s a good example of a case study video, which features users of GoToMeeting.com, relaying how the product has benefited their business. The testimonials are engaging, not static, which makes for a more effective video.

When deciding whether or not video marketing will benefit your business, you should consider your demographic. For example, videos are great if you’re looking to reach a younger audience. Nielsen reports that YouTube reaches more people in the 18-34 age demographic than any cable network.

Take a look at this guide to help you jumpstart your video marketing strategy or contact WebScout for a free 15-20 minute consultation.


This Info Will Help Get Your Website Mobile – Ready in 2015

tips to make website mobile ready

If you’re wondering whether or not your business needs to have a mobile presence, the
resounding answer is YES. Consumers are using their phones to review items and make purchases now more than ever, a trend that experts say will skyrocket in 2015. The benefits of mobile marketing are endless: accessibility, affordability, immediacy, visibility, and many more. But with changes in technology and how people use their smartphones, there are a few ways in which mobile marketing is changing in 2015.

Here are a few key reasons to embrace mobile marketing in 2015:

  1. Mobile purchasing is becoming easier: With more companies building mobile sites and new technology being developed, making purchases on your smartphone has never been easier. WebScout’s Laura Greeno was quoted in Web Retailer’s 2015 predictions for ecommerce. Greeno says one reason why mobile purchasing will be so prevalent in 2015 is “Additional mobile pay options will emerge to compete, expand and integrate with Apple Pay to make m-commerce even faster and easier.” Also, mobile purchasing allows for impulse buying that satisfies the consumer’s desire for instant gratification.
  1. Continued Proliferation of Smartphones: one of the greatest benefits of having a mobile friendly website is the simple accessibility of the medium. In 2014 alone, the amount of people using smartphones globally grew 25%.  And by 2017, it’s predicted that ⅓ of all people will use smartphones. Mobile marketing allows you to reach potential customers no matter where they are. According to Inc., more than half of email marketing messages are viewed on mobile devices. This is significant because email marketing is still reported to be the most effective form of marketing, period. Social media is also a factor. Inc. reports that smartphone users are 33% more likely to be engaged on social media than PC users. This matters because social media is a common way people find out about and make decisions regarding products and promotions.
  1. Greater Efficiency: According to IBM’s analytics, 22% of Cyber Monday sales were mobile purchases, up 27% from the previous year. With the possibility of so many people accessing mobile sites at once, companies are focusing on making sure their mobile platforms are functional and user-friendly. This means more mobile friendly websites and less apps. While apps can be innovative and flashy, they’re also prone to bugs. They require consumers to download the app, as well as install occasional updates. People are much more likely to access your company through a Google search leading to your website. And speaking of Google, mobile websites can improve your overall search engine visibility while an app cannot — it’s not the same as a web app and isn’t viewed in the same way by Google and the like. Also, when searching on a smartphone, websites with mobile optimized interfaces seem to enjoy better prioritization than those that are not.
  1. More Personalized Service: In 2015, mobile marketing will be more integrated than ever. Rising trends such as proximity technology will allow customers to have their orders ready before they step foot in the door. Also, customer loyalty is becoming more of a priority in mobile. Starbucks, for example, has succeeded in cultivating not just a mobile site, but a mobile experience for customers. Their platform is complete with a loyalty program that offers multi-tiered levels of discounts and promotions to incentivize consumers. It’s no wonder they’ve been named Mobile Marketer of the Year twice in the past 3 years.

The number of people with smartphones today is rapidly increasing. And while in previous years mobile marketing has simply been an advantage for those savvy enough to use it, in 2015, any company that doesn’t have a mobile presence will be at a disadvantage.

WebScout can help you optimize your website for a better experience for the growing number of mobile users. Contact us for a free consultation.