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SEO PPC CPC? The Ultimate Digital Marketing Jargon Buster

? SEO PPC CPC? Are you confused with all of this Digital Marketing jargon?

? Would you like to understand what this Digital Marketing jargon actually means?

? We’ve put together this Digital Marketing Jargon Buster to cut down on that awkwardness in your marketing meetings!

Digital Marketing Jargon - Improve your digital knowledge in 1 minute


Digital Marketing Jargon Buster

That was fun wasn’t it? Couldn’t keep up with the speed of that video? Here’s our list of Digital Marketing & Business Jargon we wish we knew before we got started.

Quick tip: press ctrl + F on your keyboard and type to search for a specific term!



Above The Fold – The area of the webpage that can be seen as soon as it loads without the user having to scroll down.

Adwords – Googles advertising platform which allows users to place ads on Google products. Google’s moneymaker!

Affiliate Marketing – Marketing other business’ products or services for an agreed commission.

Algorithm – In the world of search engines this describes mathematical rules and calculations which are used to determine the rank of each site. Here’s how google’s algorithm works.

ALT Text – HTML code that is added to describe an image. You can see this text if you hover your mouse over an image online.

Analytics – information resulting from the analysis of data. In Digital Marketing we often use Google Analytics to analyse the data gathered from visitors to our website. Another example of analytics is Facebook insights. This allows users to analyse data gathered about the behaviour of Facebook users when interacting with their content.

Anchor Text – The clickable text in a link like this.



Black hat SEO – Search engine optimisation which uses unethical practices and does not play by the rules put in place by search engines.

Bounce Rate – The percentage of people that visit a site and leave from the same page without visiting any other pages.

Broken Link – A link to a page that does not exist. This results in a 404 error.



Content – Digital material available to internet users. This could be in the form of blogs, articles, videos, photos etc.

Content calendar – A tool that provides structure and strategy in Digital Marketing. It is a way in which businesses can plan, create, co-ordinate and deliver content to their potential customers.

CPC (Cost Per Click) – The amount paid per user that clicks on an ad. If I pay £1 and two people click on an ad it has a CPC of 50p.

CPM (Cost Per Mille) – The cost of 1,000 impressions of your ad.

CTA (Call to action) – Elements or words on a webpage which encourage visitors to take a specific action… Buy now! Subscribe here.

CTR (Click Through Rate) – The percentage of people that clicked on an ad when they saw it. If 10 people saw an ad and 2 people clicked it, it would have a 20% CTR.



Dan Knowlton – Co-Founder of KPS Digital Marketing and all round good guy!

Digital Marketing – The Marketing of products and/or services through digital channels. This blog explains how you can avoid dodgy digital marketers!



Ecommerce – The buying and selling of products and/or services on the internet.

Email Marketing -​­ A strategy based on using email messages to promoted products/services and encourage purchases.

Engagement – Interaction between two people online, or interaction with a particular piece of online content. Facebook engagement includes comments, likes and shares. Twitter engagement includes likes, re-tweets and reply’s.



Fake Influencer – A Fake Influecner is an individual who claims or implies they are influential or important in their industry with little or no data to back up their claim.



GIF (Graphics Interchange Format) – a digital format for image files that supports animated and static images. GIFs are often shared on Twitter.



Hashtag – This symbol # placed directly in front of a word or phrase. This is used to group social media posts into various categories of interest. #digitalmarketing



Impression – Each time a user views your page/ad. 50 impressions = 50 times users has viewed something.



Keyword – An important word or phrase that you optimise and (hopefully) rank your website for.

KPI (Key Performance Indictor) – A measurable value that can demonstrate if a company is achieving it’s objectives.



Landing Page – A page on your website you’d like visitors to arrive on.

Lifetime customer value – The value of all estimated revenue that is expected to be generated from a repeat customer.

Lloyd KnowltonCo-Founder of KPS Digital Marketing. Reportedly “the brains of the business”



Meta Description – The description of a webpage that appears within search engine results pages defined with a Meta Description tag in the head section of a webpage.



Niche – A very specific topic or area. Your niche may be healthy, organic dog treats; or waterproof yoga pants. who knows?



Organic – In Digital Marketing, organic is a term used to describe the results acheived without paying to improve your digital performance. This word can be used to describe, organic reach, organic search results & organic engagement. Here’s how to increase your organic search traffic.



Page Rank – A metric that determines how authoritative a webpage/website is based on incoming links.

Pages per visit – Average number of pages viewed by visitors on a website.

PPC (Pay Per Click) – A model of advertising in which you can pay a set price for every click on your ad.



Retargeting – Technology involving web browser cookies, that enables digital marketers to deliver digital messages to a user who has visited their website.

ROI (Return On Investment) – A term used broadly in business, this is the percentage of profit made over and above the initial investment. If you invest £10 and return £15, this is a 50% ROI.



SEM (Search Engine Marketing) –  Marketing products/service on search engines by bidding for your content to appear alongside search results for particular keywords.

SEO (Search Engine Optimisation) – Optimising your site and search strategy to show up higher in organic search results on search engines.

SMM (Social Media Marketing) – Our personal favourite here at KPS! Using Social Platforms to market your products or services. This could be through Facebook, Twitter, Instagram, Snapchat… or the next big thing!

Split Testing – Testing different versions of web pages, posts or ads to see which ones perform better. You can split test different aspects of each page (images, headline, copy).



Target Audience – A group of people that would be interested in whatever your business has to offer. The target market for this blog are individuals that would like to improve their Digital Marketing knowledge and skills. The target market for our business are decision makers within businesses that want to grow their business and increase their income online.

Traffic Acquisition –  The process of attracting visitors ­to websites, webpages or apps through various channels like search engines, social media etc.



UGC (User Generated Content) – Content created by users rather than coming from within your business. This could stem from a comment, a video, a photo from your customers.

URL​ (Uniform Resource Locator​­) – The unique address of a web page on the Internet. e.g KPSdigitalmarketing.co.uk



Video Marketing – Using videos to market your product or service. This is often used successfully through social media. We’ve put together 10 Digital Marketing Tips from the Pros in this post.



White hat SEO – Increasing your site’s popularity and ranking on Google (and other search engines) whilst using ethical practices and playing by the rules!



Who needs the end of the alphabet anyway? No-one in Digital Marketing

…except maybe Youtube


Thank You!

The articles and tools below played a huge part in our research for this Digital Marketing Jargon buster. Check them out for even more great Digital Marketing terminology:

Matt Goulart and his Digital Definitions

Fathom and their Digital Marketing Glossary

Matthew Woodward and his AMAZING Jargon buster

Kevin Sandlin and his Digital Marketing Glossary


Please let us know in the comments below if there are any Digital Marketing terms that you think are important enough to be added to this list!


Interested in what we do?

Lloyd Knowlton
Lloyd Knowlton

Lloyd loves being creative and his main creative outlet is Video. If there’s no camera equipment to hand he loves to create short videos with his smartphone and get creative with the limitations that platforms like snapchat provides. Customer experience is another area of expertise and Lloyd loves to work with businesses in retail, hospitality & leisure to help them tell their brand story whilst staying customer focused. Lloyd also loves playing squash, keeping tropical fish and spending quality time with his wife Sarah and baby Leo.