Digital Marketing Glossary

Comparing two versions of a page or ad to see which performs better.

The percentage of visitors who leave your site after viewing only one page.

A prompt that tells your audience exactly what to do next — "Book a Free Call", "Get a Quote", "Download Now".

The percentage of people who click on your ad or link after seeing it.

The percentage of visitors who complete a desired action — a purchase, a form fill, a call.

The total marketing spend divided by the number of new customers or conversions acquired.

The amount you pay each time someone clicks your ad.

The total cost of acquiring a new paying customer, including all marketing and sales expenses.

The total revenue a business can expect from a single customer over the entire relationship.

A score (1-100) developed by Moz that predicts how well a website will rank in search engines.

A measure of how actively your audience interacts with your content — likes, comments, shares, saves, clicks.

The journey a potential customer takes from first becoming aware of your business to making a purchase.

The free Google listing that controls how your business appears in Google Search and Maps.

A visual representation of where users click, scroll, and focus their attention on a web page.

A single instance of your ad or content being displayed to a user.

A word or phrase that users type into search engines — and that you optimise your content or ads around.

A standalone web page designed for a single marketing goal — usually capturing a lead or making a sale.

The process of attracting and capturing contact information from potential customers.

The process of acquiring hyperlinks from other websites to your own to improve search engine rankings.

Optimising your online presence to appear in search results for location-specific queries.

Highly specific, multi-word search phrases with lower search volume but higher conversion rates.

The short summary text that appears under your page title in Google search results.

A split-second instance when a consumer turns to their phone to know, go, do, or buy something.