Demystify These 26 Marketing Phrases and Buzzwords – EHD Resources

Marketing can be a confusing world full of confusing language. To help, we’ve compiled a list of 26 definitions for common phrases, acronyms and buzzwords that might have had you scratching your head.


Adwords – Google Pay per Click contextual advertisement program, very common way of basic website advertisement.

Algorithm (algo) – A program used by search engines to determine which pages to suggest for a given search query.

Analytics – A program which assists in gathering and analysing data about website usage. Google analytics is a feature rich, popular, free analytics program.

Avg. CPC – Average cost per click is the average amount that you’ve been charged for a click on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.

Authority – (trust, link juice, Google juice) The amount of trust that a site is credited with for a particular search query. Authority/trust is derived from related incoming links from other trusted sites.

Bounce rate – The percentage of users who enter a site and then leave it without viewing any other pages.

Conversion – When a user takes the desired action. Perhaps signing up to an email list or buying a product, that user has ‘converted’.

Conversion rate – The percentage of clicks which resulted in a conversion.

CPA – Cost per acquisition refers to the average cost of acquiring leads or customers. CPA is calculated by dividing the cost of advertising by the number of leads or customers for a given period of time.

CPC  Cost Per Click – the rate that is paid per click for a Pay Per Click Advertiser

CPM – (Cost Per Thousand impressions) A statistical metric used to quantify the average value / cost of Pay Per Click advertisements. M – comes from the Roman numeral for one thousand.

CTR – Click through rate is the proportion of visitors to a web page who follow a hypertext link to a particular site.

Impression – (Page View) An event where a user views a webpage a single time.

Inbound – Clickable links from an external website back to your website. Inbound are one of the main factors used by search engines to determine the popularity of a website. A website receiving more links from other high-authority sites will benefit from higher search rankings for relevant search terms.

Keyword Rankings – The position of a web page listing in search-engine results. The higher a rank for a specific keyword, the more visible the page is to search-engine users.

Landing page – The page that a user lands on when they click on a link in a search engine results page.

Long tail search – Longer more specific search queries that are often less targeted than shorter broad queries. For example a search for “widgets” might be very broad while “red widgets with reverse threads” would be a long tail search.

META tags – Statements within the source code of a website which gives information about the page. For example the page title and page description.

Negative Keywords – Keywords added to a campaign to stop your adverts from appearing for an undesirable search query.

Organic/non-paid – Visitors who come to your Website from unpaid organic or natural search engine results.

PPC – (Pay Per Click) A contextual advertisement scheme where advertisers pay add agencies (such as Google) whenever a user clicks on their ad. Google AdWords is an example platform for PPC advertising.

Search engine (SE) A program, which searches a document or group of documents for relevant matches of a user’s keyword phrase and returns a list of the most relevant matches. Internet search engines such as Google and Yahoo search the entire internet for relevant matches.

SEO – Short for search engine optimization. This is the process of increasing the number of visibility of websites on search engine result pages.

Sessions – A session is a group of interactions that take place on a website within a specific time frame. Examples of interactions include page views, social interactions and transactions.

Sitemap – A page containing a list of all the pages on a website. Its help visitors to easily navigate your website.

Referral – Describes visitors to your site that come from direct links from other websites rather than through a direct URL or from searches.


We hope that helped. Now go and test your marketing friends on the definitions and make them feel inadequate.

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