Very often, clients ask us to “translate” certain terms from monthly reports we share with them. Since digital marketing is developing very fast, new concepts are emerging every day and people outside of the digital marketing world do not understand them. We’ve decided to create a digital marketing vocabulary to demystify digital marketing and make it easier for you to understand this terminology.

Due to the volume of the dictionary, we divided it into 3 parts. If we have missed a term or the meaning of a term is not clear enough, please contact us.

We hope that a series of these blogs will help you understand our language.

  • Search engine
    Software designed to search the Internet.
  • SERP (Search Engine Results Page)
    A page that displays search engine results.
  • Browser
    Software designed to display websites and pages.
  • SEO (Search Engine Optimization)
    The process of indexing and better ranking a site in search results.
  • Search Algorithm
    The process by which, based on certain parameters, the required data is found within the dataset. In most cases, it involves Google’s algorithm.
  • Organic Search
    Enter one or more keywords into a search engine. Organic results are those that appear in SERP because of its relevance to a given query as opposed to paid advertisements.
  • Off-site optimization
    A complex process that aims to accelerate traffic / SERP placement using different techniques, e.g. link building, email marketing, social media marketing, etc.
  • On-site optimization
    The process of editing a site to the standards of a search engine so that it can be viewed by both the search engine and visitors. It involves optimizing the page titles, tags, content and overall structure of the website.
  • Google Analytics
    A tool that allows you to track and analyse user visits and behaviours on a particular site.
  • Google Search Console
    The Google Search Console, formerly Google Webmaster Tools, is a free tool that monitors user behaviour on a website.
  • AdWords Campaign
    Google’s paid advertising system, which lets you create ads to reach customers as they search for specific products or services.
  • Keyword
    The relevant word or phrase for which the website is ranked.
  • Low Volume Keywords
    Keywords that users rarely enter as a search query.
  • High Volume Keywords
    The keywords that users often enter as a search query.
  • Keyword Density
    The percentage of impressions of a particular keyword on a page relative to the total number of words on that page.
  • Bidding
    The bidding process in an AdWords campaign (or in a social media campaign).
  • Target Audience
    Profile of users who are targeted by a particular product or service.
  • CPA (Cost-per-acquisition)
    Cost per share / acquisition. The price an advertiser must pay each time a user completes a desired action.
  • CPC (Cost-per-click)
    Cost-per-click, or price that an advertiser must pay each time a user clicks on their AdWords ad.
  • PPC (Pay-per-click)
    A type of AdWords advertising based on paying for ads based on the number of clicks on them.
  • PPI (Pay-Per-Impression)
    A type of AdWords advertising based on paying for ads based on the number of times they were shown.
  • Impression
    Each time an ad is shown on the Google Network, it counts as one view.
  • Click-through Rate (CTR)
    The number of clicks on your ad and the number of times your ad is shown.
  • Conversion
    Visit turned into desired action.
  • Conversion Rate
    Total Percentage of Customers Who Converted to a Website (Purchased Product or Service, Subscribed to Free Email and Notifications, etc.)
  • Conversion Boosters
    They increase the likelihood that the user will decide on the desired action.
  • Conversion Rate Optimization
    Analysing the reasons why users do not decide to take action and find solutions.
  • CTA – Call to Action
    A visual or textual part of a website that invites a user to take a specific step, e.g. to register, buy a product, enter your email address, etc.