All the best terms to use in online marketing

Learn the most commonly used terms in online marketing

If you are interested in Digital-Marketing Glossary for any reason and many of the technicalities used in this area are incomprehensible to you, you have landed on the right page.

The Digital-Marketing Glossary that is proposed to you below, in fact, meets your needs by providing you with the terminology and meaning of some of the most common words used in effective digital communication.

The Digital Marketing dictionary is structured in a few important macro categories within which each term is listed in alphabetical order to allow you to quickly consult the terms you are looking for.

Since the Digital-Marketing Glossary does not want to be just a simple English marketing glossary but also wants to act as an in-depth study of the terminology of digital communication, some terms refer to links to additional content.

In addition to the Digital-Marketing Glossary for more specific searches, we have also created the Social Media Marketing Glossary and the E-commerce Glossary . and the SEO Glossary. Take a look!

digital marketing glossary online

Digital-Marketing Glossary: basic web terminology

ALT Text or ALT Tag

It is a string of HTML code that can be added to an image to describe its content. It is the text that appears when you roll the mouse over an image or website.


Cloaking is a technique through which different contents are shown depending on whether a spider or a person is visiting the site.


The File Transfer Protocol (FTP), is an Internet protocol that facilitates the uploading or downloading of digital files.

HTML (Hypertext Markup Language)

It is a computer language usually used for the formatting and layout of hypertext documents available on the World Wide Web in the form of web pages.


Acronym for Hyper-Text Transfer Protocol. It is the most popular format for transferring documents on the World Wide Web.

IP address

It is a numerical code assigned to each computer that surfs the Internet so that its location and its activity can be distinguished from those of other computers.


It is a programming language developed by Netscape and is used to create interactive websites.


The Hypertext Preprocessor is an open-source programming language used for managing dynamic content and interactions with databases.


It is a file or string of code that can be easily installed to add functionality to a website or content management system (CMS).


It is when you redirect a user to another page of the site (find out now how to do a redirect ).


The Robot Exclusion Standard is a text file placed in the root of a website that contains instructions for bots/spiders/robots/crawlers that crawl your site.

Search Engine 

It is an automatic system that continuously scans the world wide web in search of web pages that contain one or a group of words (queries) that the user has used to perform the search.

About the query, the system returns a content index (SERP) using statistical-mathematical formulas that indicate its degree of relevance. I’m an ex. of digital marketing Wikipedia queries and English marketing terms.


It is an XML file that contains an ordered list of all the pages of the site that you want to be indexed by a search engine (see also XML Sitemap).


It is a bot or piece of software used by web crawlers to index data on the internet.

URL (Uniform Resource Locator)

It is an address that locates a website on the network.

Web 2.0

Indicates the transition period on the web from static pages to pages or sites with a high level of user interaction such as blogs, forums, chats, media sharing platforms such as Flickr, YouTube, and social networks such as Facebook, Myspace, Twitter, and Google+.

Website (Internet site)

The basic term of the Digital-Marketing Glossary, a website or site is a set of web pages and other files (text, video, images, etc.) interconnected to each other that reside in a terminal connected to the network (host) equipped with a server web. All publicly accessible websites make up the World Wide Web.

Web crawler

A web crawler (also called an automatic indexer, bot, web spider, or web robot ) is a software program that scans web pages continuously and autonomously.

Web Hosting

It is a service provided by special service companies such as Aruba, Setcom, and Altervista, which host your site on their web server, allowing you to access it 24 hours a day.

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Digital-Marketing Glossary: the main channels of Digital Marketing

Introductory note: In this, and subsequent sections of the Digital-Marketing Glossary, the main channels have been highlighted in blue

A/B testing

It is a research method aimed at determining the best marketing strategy to implement. One or more variables of the same page are changed and tested to verify which of the two versions of the page itself has generated a greater number of conversions.

Ad Exchange

It is a technological platform that allows publishers and advertisers to buy and sell advertising space on the Internet at a determined cost through auctions held in real-time.

digital marketing glossary ad exchange what is

Ad Inventory

It is the potential number of advertisements that the home page of a proprietary website can host. For example, if a newspaper receives an average of 1,000 visits per week but its home page has space for two ads, its potential inventory is then 2,000 impressions per week.

digital marketing glossary ad inventory


It is a platform created and managed by Google that allows website owners (publishers) to earn based on the number of exposures of text ads, banners, and other forms of advertising on their sites.


It is an advertising network managed by Google that allows advertisers to place advertisements on Google search results pages and on websites.

Affiliate marketing

It is a marketing channel in which an Advertiser or Merchant promotes (on a platform) an affiliate program to which a Publisher or Affiliate will join with their site or blog. The latter will promote the Merchant’s advertisements on its pages, receiving a fee for each “action” (impression) performed by the customer, an action which may consist of filling in a contact form, purchasing a product, or downloading software and apps.


It is the set of data analysis.

Anchor Text

It is the clickable text of a hyperlink (link).

Augmented Reality (AR) or augmented reality

It is a technology that allows you to modify reality by adding digital elements (2D or 3D) in real time to live video images.

Backlink or return link

This is when a website links to your site.


It is a form of advertising which consists of an image, javascript programs, or multimedia applications which often contain sounds or animations, which are shown when a web page is opened.

popular banner sizes

Black hat SEO

It is an unethical form of using SEO practices.


The blog or “weblog” is a particular type of website in which a blogger periodically publishes multimedia content in text form or articles (posts) on various topics. Posts are usually displayed on the blog from newest to oldest.

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Is the activity of publishing content on a proprietary or someone else’s blog.


A blogroll is a collection of links to other blogs.


It is the indication of the navigation path on a website that allows you to see where the current page is located within the hierarchy/structure of the site itself.

Buzz Marketing

It is an unconventional form of marketing that consists in giving people a reason to talk about a product or service online, thus generating conversations that will hopefully continue offline, thus increasing the notoriety and good reputation of a brand.

Call To Action (CTA)

Words or buttons that encourage users to take certain actions, such as clicking on a link or making a purchase.

Community Building

It expresses the ability to aggregate a community of users around an Internet site to establish relationships between members that last over time and determine a sense of social belonging to the community and to the site that hosts them.

Content Marketing

It is the strategy that involves the creation and subsequent sharing of quality content to retain one’s target audience and attract and acquire new customers.

Content Management System (CMS)

It is a very simple platform to use for the management and publication of online content such as texts, images, and videos.

Contextual Marketing

Is a form of targeted advertising that appears on websites or other media as content displayed in mobile browsers. Advertisements are delivered by automatic systems and based on user information such as the search terms you use or recent browser activity.


It’s when a user clicks on your ad and then performs the action you asked him to do, e.g. a purchase or subscription to a newsletter.


The use of words to create persuasive copy is usually used to sell products or capture people’s attention.

Digital Marketing

Digital marketing means that set of marketing activities that are carried out through the use of digital technologies.

Digital PR

Digital pr or online pr or interactive pr is a technique aimed at the online promotion of products/services or a brand of a company through their mention in web media that can be visited by their target audience.

Display Advertising

Advertising is carried out through digital formats that are shown on a web page. Display ads can be graphics, videos, interactive and expandable images (banners).

digital display advertising


E-commerce is the buying or selling of products/services over the Internet.

Email Marketing

It is a type of direct marketing that uses email as a means of communicating commercial (and non-commercial) messages to the public.

Funnel or “funnel”

It is a model applicable to websites with which a user is guided through a funnel-like path to take precise steps aimed at transforming his visit to the site into sales and conversions.

digital marketing funnel

Guerrilla Marketing

Indicates an unconventional and low-cost form of advertising promotion obtained through the creative use of aggressive means and tools that leverage the imagination and psychological mechanisms of the end users.

Inbound Marketing

It is a marketing method in which the aim is to be found by potential customers (inbound) by offering them quality content. It therefore stands in contrast to traditional marketing which is based on a message directed solely towards the customer (outbound).

Interactive Advertising

Covers the use of any form of online and interactive television advertising (including banners, sponsorships, email, keyword searches, referrals, slotting fees, classified ads, and interactive television commercials) to communicate with consumers and to promote products, brands, services, etc.

Internal Link

It is a link on a web page that points to another page on the same website/domain.


It is an important search word/term for the optimization and positioning of a website.

Keyword Density

It is the percentage of keywords that appear on a page of a website about the total number of words of the remaining text. If there are 3 keywords in a text of 100 words, the keyword density of that text is 3%.

Keyword Stuffing

It is when a keyword is used excessively within a web page to increase its keyword density.

Landing Page

It is the page that the visitor reaches after clicking on a link or an advertisement.

Lead generation

It is a marketing activity that allows you to generate a list of possible customers interested in the products or services offered by a company.


It is a link from one site to another.

Link Building

It is an SEO technique aimed at improving the positioning of a website through the creation of internal links and the presence and dissemination on external websites of entry links that lead users to one’s site.

Link popularity and Backlink

It is used to specify the number of links that refer to one’s website or page.

Location-based marketing

It is a direct marketing strategy that uses the location of smartphones to inform the owner of the mobile about an offer from a shop located nearby.

Mobile Advertising

It is the communication of messages or multimedia content to one’s customers or potential customers, through mobile devices (smartphone, iPod, iPad, tablet, netbook).

Mobile Marketing

Marketing is directed to mobile phones and PDAs (rarely to Notebooks). The term can include Mobile Advertising, Wireless Advertising, and Proximity Marketing campaigns.

Meta Description

It is the description of the content of a web page that appears under the title of the same on the results of a search engine (SERP).

Meta Keywords

These are the keywords through which search engines can explain the subject matter covered in a web page.

Meta Robots

It is a meta tag placed in the Head section of a web page to tell the search engine spider whether to index or follow that specific page.

Meta Title

It is the title of a web page that is usually displayed on the application bar or the results page of a search engine.

Native Advertising

It is a form of paid online advertising in which the promoted content is indistinguishable from the medium that hosts it.

native advertising

Negative SEO

It is a malicious SEO practice that consists of the use of techniques that cause Google to penalize competitors’ websites.

Network Marketing or Multi-level marketing ( MLM )

It is a marketing strategy that provides that sellers are compensated not only for sales made directly but for those made by other sellers recruited by them.


It is an HTML tag that can be added to a link to indicate to the search engine that a hypertext link should not be followed and indexed.

Online Advertising or Paid Search

It is a set of techniques for advertising products/services on the web. Different ways to refer to this tool are those of Pay per Click or Keyword Advertising.

Online Marketing

Internet Marketing can be defined as “the set of Marketing actions and strategies that use the Web channel (online) for their implementation”.


It is a two-step process that allows users to subscribe to a mailing list. The user who registers receives an email on which he finds a confirmation link to click on.

Organic Link

An organic or natural link is a link to your site from other websites, blogs, or social media accounts without being asked.


It is a form of web advertising such as Rich Media which dynamically appears above the other elements of a web page when it is opened by a browser.

Page Title

It is the title of a web page from the meta tag title.

Paid Search

It is the placement of advertisements within search engines.


It is a particular type of graphical interface such as windows or boxes, which opens automatically in the upper part of the browser to attract the user’s attention to content.

Proximity Marketing (or proximity marketing)

It is a marketing technique that operates on a delimited and precise geographical area through visual and mobile communication technologies to promote the sale of products and services.

Mobile Marketing QR Code

It is a two-dimensional barcode (or 2D code), ie a matrix code, used to memorize information generally read through a mobile phone or smartphone. But it is also a Mobile Marketing tool that allows you to continuously obtain new flows of qualified and targeted contacts.

Reciprocal Link

This is when you link to a site and the owner of that site returns the favor by clicking on your site.


This is the total number of people or accounts that see your message. Platforms usually make it visible only to those who produced the published content.

Rich Media

A digital advertising term for an advertisement that includes features such as video, audio, or other interactive media elements, which encourage users to interact and engage with the content. Pop-Under, Overlay, and Expandable Banners are all examples of rich media.

digital rich media


Rich Snippet

It is an Html tag used to mark specific data such as evaluation indices, product price, telephone numbers, etc., and which Google displays directly in search results.


It is that activity that allows you to reach potential customers or prospects again, who have already shown interest in a particular product or service.


This is the sending of banners and personalized ads to users who have visited a site without, however, their visit resulting in a sale or conversion.

Search Advertising

Another term for Paid Search.

Search engine optimization (SEO)

SEO is that set of activities aimed at improving the visibility and positioning of a website within the SERP (search engine results page)

Search engine marketing (SEM)

The SEM is the set of all the activities aimed at generating qualified traffic toward a particular website. These activities mainly consist of the purchase of advertising space or the adoption of Pay Per Click campaigns (PPC).

Search Engine Results Page (SERP)

It is the results page you see after entering a keyword on a search engine such as eg. Google.


It is a list of links to related pages that appear at the bottom of the specific results of a SERP.


A tag (i.e. label, marker, identifier) is a keyword or term associated with information (an image, a geographic map, a post, a video clip), which describes the object making it possible to classify and search for information based on keywords.

Target Audience

It is a group of people interested in your products/services/blog


It is the characteristic of a well-structured site or web page that allows a user to move easily within them, thus favoring an increase in the conversion rate.

User Generated Content (UGC)

This is when a user creates content on your website by posting a comment, creating a discussion forum or uploading a video, etc. Youtube is an example of a UGC site.

Viral Marketing

Viral marketing is a type of unconventional marketing that exploits the communication skills of a few interested subjects, to spread a message exponentially to a large number of end users. It is an evolution of word of mouth but is distinguished by the fact that it has a voluntary intention on the part of the campaign promoters.

Video Advertising

It is an online advertising promotion technique for keywords based on video ads. For example, Google allows you to promote the video content of the YouTube video community through AdWords.

Video Sharing

Indicates the practice of sharing a video within social media and the web in general with the aid of special software or link-sharing features. YouTube is an example of this.


It is a blog that publishes video content

Web Marketing

The definition of web marketing is the branch of marketing that exploits the online channel to study the market and develop commercial relationships (strategies, promotion/advertising, distribution, sales, customer assistance, etc.) through the online channel (Web).

Word of Mouth (WOM)

In the context of marketing, word of mouth indicates the diffusion, through a social network, of information and/or advice among users.

Digital Marketing Glossary: metrics & Results Measurement

Bounce Rate

Indicates the percentage of people who abandon a site without visiting other pages.

Click Through Rate (CTR)

It is the percentage of clicks made on ads/banners. If a banner has been viewed 100 times and clicked on 40 times, the CTR is 40%.

Conversion Rate (or conversion rate formula)

It is the percentage of people who act. For example, if 4 out of 10 visitors buy a product, you have a conversion rate of 40%.

CPA (cost-per-acquisition)

It is an indicator used in advertising to indicate, within an advertising campaign, the cost of an action (subscription to a newsletter, purchases, etc.) performed by a user.

CPC (cost-per-click)

It is a payment system used in online advertising circuits such as Google Ads and indicates how much you will pay for each click on a link or advertisement. Campaigns with this payment method are also called “Pay-per-click (PPC).

CPD (cost-per-download)

The CPD method is a payment system that is based on the number of times you download an ad.

CPL (cost-per-lead)

It is the cost paid by the advertiser for each lead generated by the advertising action.

CPM (cost-per-thousand impressions)

CPM is the cost per 1000 impressions or views of an ad. This indicator is used to calculate the relative cost of an advertising campaign conveyed by a specific media (Banner or rich media).

CPV (cost-per-view)

CPV is a method of spending based on the number of times the video ad is played or viewed.

CTR (clickthrough-rate)

Indicates the percentage of people who click on an advertisement. This indicator is used to measure the effectiveness of an advertising campaign.

EPC (Earnings per click)

It is an indicator that indicates how much an affiliate would earn if they were paid per click. The formula is Revenue divided by no. of clicks.


Several times a page, ad, or link is viewed.

KPI (Key Performance Indicator)

It is an index that monitors the progress of a business process. KPIs, therefore, help to define and measure the improvements made to achieve the set objectives.

Page Rank

Indicator created to evaluate the quality of a website on Google.

Pay Per Action (PPA)

It is a method where the payment of advertising takes place only after the actual completion of an action such as eg. confirmation of sale or subscription to a newsletter.

Pay Per Click (PPC)

It is a method of purchasing and paying for online advertising where you pay a rate for each click that the advertisement receives.

ROI (Return on Investment)

The return on investment is a balance sheet index that serves to indicate the profitability of a given business investment. The ROI formula is Revenue minus Cost divided by Cost.

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Digital Marketing Glossary on social media

Hashtags (#)

A hashtag is a metadata tag used on some web services and social networks such as Twitter, to aggregate messages that deal with the same theme and to facilitate searching through search engines. A user can create or use a hashtag by placing the hash character (hash #) in front of a word or phrase (no spaces) in the main text of a message; subsequently searching for that hashtag will return all posts that have been tagged with it.


It is an approval action made by a Facebook user.

Like Button

It is a graphic button that serves both to vote on an article on a website and to encourage the link between the website and a social media profile such as Facebook and Google+.

Social profile

On each social network, a user has been given a profile to be developed with his data and the contents he chooses to share and interact with.

Social Advertising

It is the management of paid advertisements on social platforms such as Facebook, LinkedIn, and Twitter.

Social Bookmark

It is a type of backlink that is created when a user bookmarks your site on a service such as eg. Reddit.

Social Media

It is an application that is used for social purposes such as e.g. Facebook.

Social Media Marketing (SMM)

It is the branch of marketing that uses social channels such as Facebook, Twitter, etc., to reach its target audience.


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Social media optimization (SMO)

It is the set of activities aimed at generating traffic to a website through social media channels

Social Share

It is when a user shares a web page on social media by clicking on the Facebook like button or by posting it on Google+.

Social Signals

It is an Offsite Seo measurement with which the popularity of a specific web page is determined based on the times it has been shared and discussed on social media.


This term refers to all those additional buttons that are positioned around a post or a web page to facilitate sharing in a specific social network.


Although the one presented is not a complete digital glossary, but rather a short digital marketing glossary, we trust that it will be of assistance to your activities and needs.

However, for a 360-degree knowledge of the world of Digital Marketing, don’t limit yourself to just consulting our Digital-Marketing Glossary, but also evaluate your participation in one of the courses or masters present in the vast Digital Coach catalog. In particular, we point out:


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