Digital Marketing Jargon Buster

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.


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.


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. Although often bounce rate is seen as a negative performance metric, it can in fact be positive – imagine a situation where your site visitor finds all the info they are looking for on the page they land on (perhaps your contact details) and they then leave the site – this visitor will have a 100% bounce rate but the website has delivered everything the visitor needed.


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.


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.


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


(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.


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


A single display of an ad. The ad does not have to have been seen, but only loaded on the page. There is however another metric called Viewable Impressions in which typically 50% of the ad has to have appeared on screen for 1 second or longer.

Inbound Link

Clickable links from an external website back to your website. Inbound links are still a factor 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.


Visitors who come to your Website from unpaid organic or natural search engine results.


(Pay Per Click) A contextual advertisement scheme where advertisers pay ad networks (such as Google) whenever a user clicks on their ad. Google AdWords is an example of a PPC advertising network.

Search Engine

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.


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


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.


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


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