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Search Engine Optimization - The practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as 'organic') search engine results.

Pay-Per-Click - An advertising model where marketers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to 'earn' those visits organically.

Click-Through Rate - The percentage of your audience that advances (or clicks through) from one part of your website to the next step of your marketing campaign. It's calculated by dividing the number of clicks by the number of impressions.

The percentage of visitors to your website that complete a desired action (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design.

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

A business methodology that attracts customers by creating valuable content and experiences tailored to them. Inbound marketing forms connections they are looking for and solves problems they already have.

The act of sending a commercial message, typically to a group of people, using email. It usually involves using email to send advertisements, request business, or solicit sales or donations.

The use of social media platforms and websites to promote a product or service. It involves creating and sharing content on social media networks in order to achieve your marketing and branding goals.

A type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

A semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Customer personas help businesses understand and relate to their customers for better engagement.

A standalone web page, created specifically for a marketing or advertising campaign. It's where a visitor 'lands' after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

A method of comparing two versions of a webpage or app against each other to determine which one performs better. AB testing is essentially an experiment where two or more variants of a page are shown to users at random.

A tactic that involves showing ads to people who have visited your website or used your mobile app. This strategy allows marketers to position targeted ads in front of a defined audience that had previously expressed interest in your products or services.

The methodical interpretation of data that involves applying logical reasoning to support decision-making processes. In digital marketing, it's used to analyze the performance of websites, content, and campaigns.

A form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.

The overall experience of a person using a product such as a website or a computer application, especially in terms of how easy or pleasing it is to use.

A marketing term for any design to prompt an immediate response or encourage an immediate sale. CTAs can range from a text on a button (e.g., 'Buy Now!') to a web link to a phone number or email.

The process of finding and analyzing actual search terms that people enter into search engines. The insight you can get into these actual search terms can help inform content strategy, as well as your larger marketing strategy.

A link one website gets from another website. Backlinks make a huge impact on a website's prominence in search engine results. This is why they are considered very useful for improving a website's SEO ranking.

A search engine ranking score developed by Moz that predicts how likely a website is to rank in search engine result pages (SERPs). Scores range from one to 100, with higher scores corresponding to a greater ability to rank.

Search Engine Results Page - The page displayed by a search engine in response to a query by a searcher. It's the main page of search results where various contents like organic results, paid Google Ads results, Featured Snippets, Knowledge Graphs, etc., are displayed.

An algorithm used by Google Search to rank web pages in their search engine results. It is a way of measuring the importance of website pages. Named after one of the founders of Google, Larry Page.

A graphical representation of data where the individual values contained in a matrix are represented as colors. In the context of digital marketing, it's often used to show where users have clicked on a page, how far they've scrolled, or how they're moving through a site.

An incentive that marketers offer to potential buyers in exchange for their email address or other contact information. Lead magnets usually offer a piece of digital, downloadable content, such as a free PDF checklist, report, eBook, whitepaper, video, etc.

The percentage of visitors to a particular website who navigate away from the site after viewing only one page. A high bounce rate generally indicates that site entrance pages aren't relevant to your visitors.

The portion of a web page that is visible in a browser window when the page first loads. The goal is to give the user the best experience by providing the best content above the fold.

A process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. Growth hacking refers to a set of both conventional and unconventional marketing experiments that lead to growth of a business.

Content that is continually relevant and stays 'fresh' for readers. It is not tied to current events or seasons, but rather topics that are always of interest to readers.

The journey a prospect takes through your site or digital marketing campaign to become a customer. It is called a funnel because it starts out wide at the top as prospects are first attracted and then narrows down as they are guided through various conversion steps.

The URL that you want visitors to see. Often, a site might have duplicate content that's available through multiple URLs. By specifying a canonical URL, you can tell search engines which version of a page you want to appear in search results.

An approach to web page creation that makes use of flexible layouts, flexible images and cascading style sheet media queries. The goal of responsive design is to build web pages that detect the visitor's screen size and orientation and change the layout accordingly.

A way to reach new people who are likely to be interested in your business because they're similar to your best existing customers. Lookalike Audiences use machine learning to analyze data from your existing customers to build an audience of new people who share similarities.

A metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content. Factors that influence engagement include users' comments, shares, likes, and more.