Online Marketing Jargon Buster

For those of you who are just starting out or looking at online marketing it can be a minefield of new terminology, words, abbreviations and acronyms.  I have put together a list of the most common ones to help you reach more of an understanding. I really hope it helps you in your quest to enter the world of online business.


ACV – Average Customer Value

ALV – Average Lead Value

Analytics – this is a programme that will analyse and provide data of peoples actions online.  This can site owners gain a better understanding of their audience and what people are looking at or doing within their site.

App (application) – a programme designed to run on phones, tablets or such devices.

Autoresponder – a programme that sends a set response, automated messages or emails to someone’s email address

Banner Ad – a banner, normally in picture format that can be seen on web pages/mobile apps.  These are normally affiliate links to products or services.

Blog – a regularly updated website written by someone. This will normally be on a set topic or interest.

Bowser – an internet browser that allows you to navigate the internet on your computer, phone and tablet.

CLV – Customer Lifetime Value.  The value of a customer over the lifetime of their relationship.

Cookie – a small amount of data generated by a website and saved by a web browser to identify users and store preferences. Can customise web pages for users.

CPA – Cost Per Acquisition

CPL – Cost Per Lead

CTA – Call to Action.  An action that you want a customer to take, sign up forms, slick on link, watch a video etc.

CTR – Click Through Rate.  The number of times people click on a link of interest or an advert as opposed to people who see it and don’t click.

Content – the digital material available to users via text, video, pictures and audio.

Conversion – when a visitor takes action by signing up forms, purchasing an item or views content.

Conversion Optimisation – a process of increasing the % of visitors that complete a conversion task.

CPC – Cost Per Click. The amount of money it takes to get someone to click on a digital advert or text piece.

Crawler or Spider – a programme designed to systematically browse content on the internet and collect information about it to help researchers find what they are looking for.

Desktop – a non-mobile device such as a desktop computer or laptop.

E-commerce – the sales of products and services online.

Email Marketing – the process of using email messages to inform, promote and sell items, products or services.

Home Page – the first or main page of a website.

HTML – Hypertext Markup Language. A language used by web developers to help create websites.

Impressions – the number of times as advert is displayed.

Index – a searchable catalogue of web pages and digital content used by a search engine to provide relevant results.

Keyword – a word or phrase that would be typed into a search engine which websites and businesses will use to target and promote marketing campaigns.

Landing Page – the first page a person normally sees whether on a website or an individual page.

Link – a text tor image that links one webpage to another.

MLM – Multi-level Marketing

Mobile Device – portable devices such as phones, tablets that can run apps and connect to the internet.

Organic / Natural – searches or visitors that occur naturally, not paid for.

Paid Listings – advertisements that are displayed on search listings or social media.

PPC – Pay Per Click. – an advertising system where advertisers pay for users to click on their links or adverts.

Ranking – a listings position within a search engines results page.

SEO – Search Engine Optimization – use of keywords to optimize ranking or listings of search engine results for web pages.

SEM – Search Engine Marketing – advertising that allows you to bid for your advert to show alongside search results.

SERP – Search Engine Results Page – a list of results that show when someone searches the internet.

Session/Visit – interactions that take place when on a website.  Views, sales and pages read within a given time frame.

Social Media – Content such as text, video, picture that is shared by an individual across an the internet

Social Network – a community of people using the same platform to share information and content. E.g. Facebook, Twitter, LinkedIn

Traffic – visitors to a site or web page.

Traffic Acquisition – the process of attracting visitors.  Paid or unpaid.

URL – Uniform Resource Locator – the unique address of a webpage or piece of digital content.




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