Online Marketing Terms You Should Know

Sometimes, it can be difficult to understand online marketing terms with all our SEOs, CTAs, ALTs and cookies (we don’t mean the ones you eat of course). Because, like any other industry Online Marketing has a language of its own.

online marketing terms you should know


So Here Is A List Of The Most Common Online Marketing Terms

A/B Testing         

A/B testing (sometimes called split testing) is a simple way to compare two versions (A and B) of  your online marketing design or content to see which one performs better.



Adwords is Google’s paid search advertising service largely focused on the use of keywords. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads – Pay Per Click (PPC)

Marketing Tip: Adworks is most useful for small businesses in large cities that have many competitors and want to stand out in a Google search.



ALT tag, or “Alternative text”, is text associated with an image. The alt tag is not usually visible but it provides alternate text when an image on a Web page cannot be displayed or for visually impaired internet users.

Marketing Tip: ALT text can help your search engine rankings. Since search engines can’t see images on websites, by creating alt attributes for each and every image on your site, you become more visible online.

RELATED POST: How to Optimize Images for Search Engines



Backlinks (also called Inbound Links) are links that are directed towards your website from other sites. They are important for SEO because search engines use backlinks to judge a site’s credibility; the more quality backlinks you have, the more relevant your website becomes.


Black Hat SEO

Search Engine Optimization techniques that uses unethical search engine optimization tools and practices. Black Hat tactics can get your website banned from Google and other search engines.



Short for Web log, blogs are part journal, part website. Blogs are good for search engine optimization and are useful marketing tool to drive traffic to your website when you post on a regular basis. Several blogging platforms exist; our favorite is WordPress.


Bounce Rate

Represents the percentage of visitors who enter your site and then leave (“bounce”) after visiting the one page they landed on.

A high bounce rate is not good because if visitors leave a site without visiting any other pages then it is unlikely that they will make a purchase or complete any other conversion.


Call to Action (CTA)

Image or line of text placed on pages with the sole purpose of driving visitors to take a certain action. “Schedule a Free 30 Minute Consultation with Us” or “Join Our Mailing List” are two examples of CTAs. Use a CTA on your website,  social media, email, or at the end of a blog post.


Click Through Rate (CTR)

CTR is a way of measuring the success of an online advertising campaign as well as the effectiveness of an email campaign. The rate tells you how many times people saw your online ad or email and actually clicked on it. For example if 100 people received your e-newsletter and 45 clicked on the article, your CTR is 45%. The higher the CTR the more effective the online marketing campaign has been at bringing people to a website: more visitors, more leads, and more sales.


Content Management System (CMS)

Allows website owners with basic word knowledge to edit their sites (add articles, change pictures, etc.) without specialized programming knowledge. WordPress is a popular CMS. This site is an example of a WordPress site.



A cookie, in the context of online marketing, is information saved by your web browser.  Cookie-based technology tracks users’ online activities and can be used to customize their browsing experience and deliver relevant content or offers targeted specifically to them (Remarketing/ Retargeting).


Google Analytics

Google Analytics is a free software offered by Google which tracks and reports website traffic including where your users are coming from, pages visited, new or returning visitors, etc.


Growth Hacking

The phrase “growth hacker” was coined by Sean Ellis in 2010. A growth hacker  combines technology and creativity using online marketing tactics such a (but not limited to) search engine optimization, website analytics, social media, email marketing, content marketing and A/B testing to drive growth. Growth hacking is particularly important for startups with lean budgets.



Hashtags are a simple and effective way to boost engagement on social media, specially Twitter and Instagram.  Read more about hashtags HERE.


Internal Link

Internal links are links that go from one page on a website to a different page on the same site. Use internal links to encourage visitors to explore your site and learn more about your company.


Key Performance Indicator (KPI)

What you need to measure in order to evaluate your marketing campaign success. Examples of online marketing KPIs include: sales revenue, ROI, website traffic, social media reach, and email marketing performance.



A keyword, in the context of online marketing, is an important word or phrase that describes the content of your web page. Keywords help search engines match a page to an appropriate search query.


Landing Pages

A standalone website page specifically designed to convert visitors into leads. Landing pages gather information for marketing and sales 24/7.


Organic Traffic

Organic traffic is FREE traffic sent to your website from search engines, because they feel that your page content is relevant to the search query.


Pay-Per-Click (PPC)

An online advertising model used to generate traffic to websites. How does it work?  In a PPC campaign, you establish a budget with a search engine to have them list your ads at the top or right of the organic search listings and pay from your budget when someone clicks on your ad.  Google AdWords is the most popular PPC advertising system.


Permission Marketing

Permission marketing focuses on receiving the consent of users before being contacted. Opt-in e-mail, where your website visitors sign up or subscribe in advance for information about your products or services, is a good example of permission marketing.


Return on Investment (ROI)

Although it can be tricky to calculate, it is very important for a small business to measure their Online Marketing efforts. One the formulas to calculate your ROI is based on the gross profit for products or services sold in the campaign and the marketing investment.

Gross Profit – Marketing Investment

                 ____________________________    =     ROI

Marketing Investment


Search Engine Optimization (SEO)

Search Engine Optimization (SEO), is the practice of improving the visibility of a web site in order to increase the traffic the site receives from search engines such as Google, Bing, Yahoo and other search engines. Read more: What is SEO?



Sales and marketing working together towards the same goal – getting clients, building your brand and growing your business.


Social Share

Social sharing happens when a visitor shares your blog or web pages on their social networks. It increases the visibility of your products or services and eventually increases sales. Make social sharing as easy as possible for your website visitors by installing social sharing buttons.


Target Audience

A specific market segment who share common characteristics. Having a good picture of your target audience will help refine your marketing strategy. You can target more accurately, engage them in their preferred media, online and offline, develop a strong relationship and be in the customer’s mind when he or she first thinks of needing your product or service. Read more HERE.


Viral Marketing

An online marketing technique that facilitates and encourages people to pass along a marketing message through their social networks and helps market your business. So a cat video that you posted was shared by millions of people but did not market your business is viral but it’s not viral marketing.


White Hat SEO

As opposed to Black Hat SEO uses Search Engine Optimization techniques that follow search engines guidelines and policies. A website that is optimized for search engines provide visitors relevant content, uses keywords, and is easy to navigate.   Here is a complete description of best practices to help Google find, crawl, and index your site. 


Those are the most common online marketing terms. If I missed a term that you think should be in that list, let me know and I’ll add it.

Do you need help implementing those big marketing ideas you have? Drop me an email Looking forward to hearing from you soon.


Happy Marketing!



Post Tagged with , , ,