Digital Marketing Jargon Made Easy

Here at Optix we are so used to talking about our services, we often use words or abbreviations to describe tactics and actions and forget not everyone has a digital marketing dictionary handy! We’ll be producing a series of blogs to explain what these shortened terms mean. 


AdWords is Google’s advertising service. It allows businesses to display ads on Google. You will often see these adverts across of the top or down the right hand side of Google when you have searched for something. 

And if you’ve ever seen an advert that follows you around the internet.That’s called remarketing and can be run through Google AdWords too.

Read more about Adwords here.

Anchor Text

This is the clickable text in a hyperlink. For example you may want to send someone to but rather than writing out the whole web address you could shorten it to ‘web design’ and make that text link to that web address.


A backlink is a link put on someone else’s website that links back to yours. 

Black/White Hatting

These terms are used when carrying out SEO (Search Engine Optimisation).

Black hatting refers to the use of aggressive SEO tactics which do not often have the human audience’s best interests at heart. It may get you quick, good results but can result in your website being banned from search engines like Google.  

White hatting is the ethical approach to SEO. This method will have a long-term strategy in mind and aims to please the human audience as well as search engines.


This stands for Conversion Rate Optimisation which means concentrating on converting your customers. For example, your website may look beautiful but if it takes users more than 3 clicks to get to their destination they are much less likely to convert (complete the sales journey).


This is the Click Through Rate. Often used to monitor email marketing campaigns this is often a good indication of how engaged your customers are by showing how many times someone has clicked on a desired item.


This is the practice of delivering different content to different users based on their location. For example, if you are a weather company you may only want to send people in a specific area weather news relevant to that location. 


This is the term used every time someone visits your website or views your video. Often this can also be called a ‘view’.


This is when someone sees an advert. They do not need to click or buy anything for it to be an impression. Items such as Google AdWords can charge you based on the number of ‘impressions’ it shows to customers.

Key Word Stuffing

This is regularly used when ‘black hatting’. It’s the process of simply getting as many keywords as possible onto a web page or blog post. This is not advised! Google’s core algorithms are now smart enough to detect when this is happening and penalize your content accordingly!


This is a term, set of words or phrase that people may search for in a search engine. For example, if you are an estate agents in Devon, you might want to rank highly on Google for the phrase ‘property for sale in Devon’.

Landing Page

This is a page which serves as an entry point for a website. 

Link Bait

This is content on your website that other companies may link to because they want to, not because you’ve asked them to. This will often come in the forms of a viral video, an evergreen (stays in date) blog post or useful white paper.

Link Building

This is the practice of building high quality links to your website which has been shown to help you rank naturally on search engines. Read more about Link Building here

Negative Keyword

Negative keywords can be chosen in Google Adwords to specifically tell Google that you don’t want your website website to appear in the results for a specific phrase. 


Launched in 2012, Google Penguin is an update designed to root out websites which appear to have deliberately engaged in artificially paying for links, or being involved in link networks specifically to appear higher up in Google’s rankings. Learn more about Google Penguin here.

PPC (Pay-Per-Click)

This refers to adverts on Google and other paid advertising options such as paid adverts on Bing, Facebook and Twitter. You only pay every time someone clicks on your ad.

ROI (Return on Investment)

One way of monitoring how well an advert is doing is to work out the return on investment. This is how much you’ve gained in relation to how much you have spent. Often, this is hard to report as a lot of ‘end goals’ may not be aiming to result in a direct sale. 

RSS (Really Simple Syndication)

This is real-time content delivered to readers through the use of an RSS reader. These aren’t as common as they once were.

SEO (Search Engine Optimisation)

Just one of the tactics we use in digital marketing. This is the art of getting your website (or individual pages) to rank highly on search engines. The higher you are, the easier it is to be found online, therefore increasing visits to your site and ultimately can help to increase sales.

SERPs (Search Engine Results Pages)

Exactly what it says on the tin.

UGC (User Guided Content)

Content created by users – blogs, videos, comments, reviews, podcasts etc. 

So there we have it, the first in our jargon busting series, next we’ll be talking about web design phrases!  

If you’d like to find out more book onto our How To: Digital Marketing workshop on the 30th June here: 

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