Digital Marketing/SEO Glossary

A/B Testing

A method used to compare two versions of a web page, ad, or email campaign to determine which performs better. It involves splitting traffic between “Version A” and “Version B” and measuring performance based on key metrics like click-through rates or conversions.
Why it matters: Helps optimize marketing assets based on real user behavior instead of assumptions.

Algorithm (Search Engine)

A complex set of rules and calculations used by search engines like Google or Bing to rank web pages in search results. Algorithms evaluate hundreds of factors including content quality, keyword relevance, mobile-friendliness, page speed, and backlinks.
Why it matters: Understanding and aligning with algorithms is central to achieving strong SEO rankings.

Call-to-Action (CTA)

A button, link, or text prompt that encourages users to take a specific action, such as “Download Now,” “Book a Call,” or “Get a Quote.” CTAs are essential in guiding users through the customer journey.
Why it matters: Strategically placed CTAs increase engagement, conversions, and sales.

Conversion Rate Optimization (CRO)

The process of improving a website or landing page to increase the percentage of visitors who complete a desired action — such as purchasing a product, signing up, or filling out a form. This includes testing design changes, copy, layout, and CTAs.
Why it matters: Boosts ROI by turning existing traffic into more leads or customers without spending more on ads.

Content Writing

The craft of writing marketing, blog, website, or ad content that educates, engages, and converts your audience. This includes keyword-optimized content for SEO as well as persuasive copy for landing pages.
Why it matters: Quality content builds brand authority, improves search engine rankings, and drives conversions.

E-commerce Marketing

A suite of digital strategies tailored for online stores to increase traffic, sales, and customer loyalty. This includes SEO for product pages, Google Shopping ads, email remarketing, social media campaigns, and UX improvements.
Why it matters: Drives qualified traffic to your store and encourages repeat purchases, essential for revenue growth.

Google Ads (PPC)

An advertising platform where businesses bid on keywords to have their ads appear at the top of search engine results pages or on partner sites. You only pay when someone clicks your ad (Pay-Per-Click model).
Why it matters: Offers immediate visibility and a measurable way to attract high-intent prospects.

Keywords

Words or phrases that users enter into search engines when looking for information, products, or services. In SEO and PPC, they help align your content or ads with user intent.
Why it matters: The right keywords connect your business with customers who are actively searching for what you offer.

Online Reputation Management (ORM)

Strategies to shape the public perception of your brand online. This includes responding to reviews, pushing positive content up in search results, and addressing negative mentions across platforms.
Why it matters: A strong reputation builds trust, while negative reviews or PR can hurt conversions.

Pay-Per-Click (PPC) Management

The process of creating, optimizing, and managing paid advertising campaigns on platforms like Google Ads, Facebook, or LinkedIn. A PPC manager focuses on ad targeting, bidding, creative, and performance tracking.
Why it matters: Ensures your ad budget is being used effectively to generate high-quality leads or sales.

Remarketing

A type of online advertising that targets users who have previously interacted with your website or ads but didn’t convert. You can show these users tailored ads as they browse other websites or social media.
Why it matters: Keeps your brand top-of-mind and increases the chance of conversion over time.

Search Engine Optimization (SEO)

The practice of optimizing your website to rank higher on search engines like Google. SEO involves on-page improvements (like content and tags), technical fixes (like site speed and structure), and off-page efforts (like backlinks).
Why it matters: Organic search is one of the most cost-effective and sustainable sources of web traffic and leads.

Social Media Marketing (SMM)

Creating and sharing content on platforms like Facebook, Instagram, LinkedIn, and TikTok to promote your brand, engage audiences, and drive traffic. Can include organic content and paid advertising.
Why it matters: Builds brand awareness, fosters community, and drives direct traffic to your site or offers.

User Experience (UX)

The overall experience a person has when interacting with your website or digital product. UX design focuses on ease of navigation, mobile-friendliness, loading speed, and aesthetic appeal.
Why it matters: A good UX keeps visitors engaged and increases the likelihood they’ll take action on your site.

Video Production

Creating visual content to communicate your brand message, showcase products or services, or tell customer stories. Includes scripting, filming, editing, and distribution.
Why it matters: Video boosts engagement, increases conversions, and enhances your brand’s storytelling capabilities.

Website Design & Development

Design refers to how your website looks and feels, while development involves the coding that makes it function. A modern website must be responsive, fast-loading, secure, and easy to update.
Why it matters: Your website is often your first impression — it needs to impress, inform, and convert visitors.