Marketing definitions: the essential guide to digital marketing terms
Marketing definitions explained


The world of marketing is full of confusing bizz words and jargon. Take a look through our marketing definitions and get fully up to speed with all the right terminology.

The digital marketing industry can sometimes seem a little more complex than it really is . There is a huge abundance of jargon and buzz words that can be very intimidating for people looking to get involved with marketing services. As a digital marketing agency, we understand just how confusing some of the language can be, so we have taken it upon ourselves to create a glossary of relevant marketing definitions which we use on a day to day basis. We have ranked these terms in order of relevance to our clients.

Search Engine Optimisation (SEO)

Search engine optimisation refers to techniques that are designed to drive organic traffic to your website and increase overall visibility of the website by ranking higher on search engine results pages (SERPs). We have an entire article that details exactly what SEO is and how it is used in marketing; just click here to find out more.

Search Engine Results Pages (SERPs)

Search Engine Results Pages (SERPs) are the results presented by a search engine (such as Google or Bing) when a user searches a query. SERPs can include organic results, paid ads, snippets, videos and other graphics.

Content Management System (CMS)

A content management system (CMS) is a software application that allows users to manage content displayed on a site. WordPress and Wix are both examples of templated content management systems. However you can also have a CMS on a bespoke website build.

Google Ads

The online advertising platform that let marketers advertise across Google and networks Google is partnered with is called Google Ads. The platform uses a Pay-Per-Click system. It is an effective way to drive quality to traffic to your business.

PPC (Pay-Per-Click)

Pay-Per-Click (PPC) is a model of online advertising, in which, whenever a displayed ad is clicked on by a visitor, the advertiser pays a fee. Google Ads are known for operating in this way.

Cookies Setting Explained
Website Cookie Settings


A file used by websites that stores data on a user’s computer based on their activity on the site. When the GDPR law was passed in 2018, websites have to ask for the consent of their users in order to utilise cookies.

Google Analytics 4 (GA4)

Google Analytics 4 is the latest iteration of Google Analytics. The main change in the new version is the introduction of machine learning to help provide a better representation of users journey. The incorporation of machine learning has come as a result of the reduced dependency on cookies to track users (as a result of the new GDPR law changes). GA4 can be used across both websites and apps. We have written an in-depth guide on all the changes and what they mean for you. Find out more here.

ROAS (Return On Ad Spend)

Return On Ad Spend, (ROAS), is a marketing metric that measures the efficiency of an advertising campaign. ROAS helps online businesses identify which methods are working best. ROAS is calculated by dividing the revenue generated by the spend on advertising.

Alt Tags

The written copy that is shown if an image has failed to load on a webpage, for whatever reason, is known as an alt tag. Alt tags describe precisely what the image portrays. The text allows crawlers to understand the image and better rank your website using this image. Alt tags can be added and edited within your CMS. To find out more about how alt tags are used in SEO check out our article here.


A crawler is a bot that is operated by a search engine like Google. Its purpose is to ‘crawl’ websites to collect information in order to understand what their function is and their relevance. A crawler collects the information, this information is then indexed and then it is sorted in order of relevance. The most relevant websites are then shown first in SERPs.

Meta Description

A meta description refers to the copy that is displayed underneath a website page link on SERPs. They provide the user with an idea of the content that exists within the page. It’s main purpose is to entice users into the website often with the use of a ‘Call-to-Action’.

Meta Description Example Including Call To Action
High Quality Meta Description. Use Of Call-To-Action.

We have written an article all about Meta descriptions and Alt tags and how they relate to SEO. Check it out here!

Call-to-action (CTA)

A call-to-action is an invitation for a user to take a desired action. It usually is used to encourage a website user to visit a landing page and in-turn become a lead. Examples include, ‘Try for free!’, ‘Learn More’ and ‘Get started’.


keywords are terms or phrases added to online content in order to improve search engine rankings for those terms. If you wanted your webpage to rank highly for the term ‘SEO’ writing an article around SEO and including the term ‘SEO’ throughout said article would help Google determine that your webpage is relevant to that term. Keywords are positive for your ranking when used correctly. To find out more about keywords read our article which explains everything you need to know – click here.

Keyword Stuffing

Keyword stuffing is an example of using keywords incorrectly and in a manner that is detrimental to your SEO ranking. It is the practice of excessively filling a web page with keywords in an effort to trick search engines’ ranking systems. Once upon a time, keyword stuffing was a wide spread technic. However, as search engines get smarter, attempted shortcuts are penalised. Keyword stuffing is an example of ‘Black Hat SEO’.

Black Hat SEO

Black Hat SEO is a critical marketing definitions to know and understand, it refers to a number of ‘unprofessional’ practices that are used to try and increase a site’s ranking in search engines. These practices violate search engines terms of service and often end up doing more damage to your ranking.

White Hat SEO

White Hat SEO is the direct opposite of Black Hat SEO. Therefore, they are ethical and professional SEO techniques that improve ranking whilst staying within the search engines terms of service.

Backlinks (Inbound Links)

Backlinks (inbound links) are links from an external website to your website. Google and other major search engines consider backlinks to be one of the most important ranking factors. Pages with a high number of backlinks tend to have high organic search engine rankings. The theory is that a site with multiple and credible backlinks must be worthwhile and therefore more credible than a site with few or bad quality backlinks. Search engines therefore take sites with more and high quality backlinks more serious and give them better search engine results.

Outbound Links

Outbound links are links that come from your site that points to another site. The value of Outbound links’ in the SEO world is up for debate. However we believe that they are still very useful despite not being as powerful as backlinks. Outbound links increase relevance and provide context, this helps search engines figure out your niche. Outbound links also help increase your pages trustworthiness if you are including links to very credible sites.

Bounce Rate

Bounce Rate is defined as the percentage of visitors that leave a webpage without taking any action. Although it is not believed to be a ranking factor, ‘Bounce rate’ is still an important metric, a poor bounce rate suggests that the website has poor content.

Click Through Rate Explained
Click-Through-Rates (CTR)

Click-Through Rate (CTR)

Click-through rate is a metric that measures the number of clicks advertisers receive on their ads per number of impressions. High click-through rates lead to high ‘Quality Scores’. Google offer pricing discounts for ads that offer high relevance. Being given a high ‘Quality Score’ will bring down ad costs.


Marketing ‘Return on Investment’ is a metric which clearly shows the profitability of a company’s marketing efforts. The formula for calculating ROI is as follows:

(Sales Growth – Marketing Cost) / Marketing Cost = ROI


Electronic commerce (E-commerce) refers to the buying and selling of goods and services over the internet, this can be by individuals or companies. E-commerce has massively helped small businesses gain access to a wider market.


Customer Relationship Management (CRM) in a wide sense refers to the business strategies and processes that are followed to allow a company to build a long-lasting relationship with customers. CRM can also refer to a software system used by companies to track and manage interactions with customers.

Payment Gateway

A Payment Gateway is a tool that allows customer’s credit card details to be validated securely, this ensures that the funds are available for the merchant to get paid. The Payment Gateway is the online equivalent of the physical ‘point-of-sale’ terminal found in all physical shops.


An influencer is someone who traditionally has specialised knowledge or authority in a specific subject. They are a person in your niche with sway over your target audience. Influencers can have a massive impact on a business via the use of influencer marketing.

Keep checking our glossary of marketing definitions as we will keep adding to this page.