2021 has been quite the year for digital marketing jargon.
While the world outside has been… well you know… the online world has been busier than ever making up new words. There have been new social media features everywhere you look, the death of 3rd party cookies has meant a burst of new technology, and video advertising has been quietly reinventing itself.
There are also a lot things that don’t exist anymore. Facebook Analytics, Twitter Fleets, and most notably, Adobe Flash all became things of the past over the last 12 months.
If you’ve been out of the loop this past year for whatever reason you may be confused by all the new terms people are bandying about (or have stopped using). This is where our annual list of digital marketing terms you need to know comes in.
Browse the below and get yourself up-to-date with the latest terms, ideas, and products being used in digital marketing.
As always we’ve also added in a few basic terms which aren’t new but which seem to be more commonplace than usual at the moment.
[In case you missed them, check out our lists of top terms from 2020 and from 2019 too]
1) 3rd Party Cookies: Commonly used for analytics and conversion tracking. These are cookies that are placed on your computer when visiting a website that were not created by the website you are visiting. This type of cookie is being phased out due to privacy concerns.
Most useful for: Analytics, Display Advertising, Paid Search, Social Media Advertising, Website Owners, Conversion Rate Optimisation
2) Acceptable Ads: A standard for placing ads on a website that has been agreed upon between websites, ad networks, and ad blockers means ads are not intrusive and annoying. If websites live up to this standard, then ad blockers won’t block ads on them.
Most useful for: Display Advertising, Website Owners
3) Adobe Flash: An animation program that was commonly used for advertising that was finally retired at end of 2020 for being too resource-intensive and insecure. It was a core part of the internet for many years and while I’m not sad to see it go, it is the end of an era.
Most useful for: Display Advertising
4) Aggregated Event Measurement Protocol: How conversions are measured on Facebook Ads since the iOS14 update. This involves choosing 8 conversions and ordering them in terms of preference – with the highest conversion on the list that occurs being the only one that is counted.
Most useful for: Social Media Advertising, Conversion Rate Optimisation
5) AR: Augmented Reality. A way of digitally adding more details to an image recorded on a camera in real-time that is now commonly used in advertising. For example, you could look at your living room through your smartphone’s camera, and have different items of furniture appear so you could see what they look like before you buy them.
A good way for a society that is now cautious of social contact to buy things from their home which would traditionally need to be an in-store experience.
Most useful for: eCommerce
You can now shop for furniture like this
6) Aspect Ratio: A way of expressing the relative measurements of a rectangle, often used for video or display ads. For example, an ad that is 200 pixels wide and 300 pixels tall would have an aspect ratio of 2:3.
Most useful for: Display Advertising, Video Advertising, Social Media Advertising
7) Avatar: A way of representing yourself with an icon or figure. Reddit launched a new Avatar builder at the end of 2020.
Most useful for: Social Media
Reddit’s avatar creation system also includes NFTs for unique avatars
8) AVOD: AVOD stands for Advertising-Based Video on Demand (I don’t know why the B disappeared). It refers to any advertising-funded video on demand platform, such as YouTube, Crackle, etc.
Most useful for: Video Advertising, Social Media Advertising, Display Advertising
9) B2D: Business to Developer marketing. B2D marketing is coming to the fore due to the software as a service industry continuing to grow rapidly, and developers being key decision-makers when companies invest in software.
Most useful for: General Marketing Tips, Conversion Rate Optimisation, Content Marketing
10) B2E: Business to Employee marketing. This refers to all the internal marketing tactics a company uses to keep employees happy and up to date, as well as ways of attracting new employees. This is especially relevant given the labour shortages that are occurring in 2021.
Most useful for: General Marketing Tips
11) BAU: Business As Usual. Any work that takes place as part of the standard functions of a business (and are not part of some change). Post-pandemic it is likely this type of work will increase dramatically compared to the last couple of years.
Most useful for: General Marketing Tips
12) Bitmoji: An emoji that is intended to look like you, and is used as your avatar on many social platforms.
Most useful for: Social Media
13) BookTok: The informal name for any book-related content on TikTok. Notable for the fact that this trend has been driving sales spikes of old books and so is a powerful form of grassroots word of mouth social media marketing.
Most useful for: Social Media
#BookTok is a passionate and well-used corner of TikTok
14) Bootstrap: A business that pulls itself up into success without little or no external (or internal) funding. With the pandemic causing so many people to start their own side-projects, tales of bootstrapped companies are increasing rapidly at the moment.
Most useful for: General Marketing Tips
15) Brand: The distinguishable identity of a company, product, or even of an individual (ie their personal brand). The value of a brand is generally what makes certain products or services more expensive than others.
Most useful for: Branding
16) Broad Core Update: A type of algorithm update from Google which works to improve search results based on pre-existing ranking factors. Broad Core Updates happen once or twice a year and do not change the ‘rules’ around SEO, simply change how the ‘rules’ are enforced in order to close loopholes and better hit pre-existing goals.
Most useful for: SEO
17) CamelCase: A variation of Title Case where spaces are removed (eg CamelCaseMeansCapitalisingEveryWordInASentenceWithNoSpaces). CamelCase is used for Hashtags that contain multiple words as it helps screen readers to read them properly. [Note: Technically this is Pascal Case, but in common usage it’s referred to as Camel Case]
Most useful for: Social Media, Social Media Advertising, Paid Search
This is why camel case is important.
18) Canva: A popular and simple design tool that can be accessed through a browser. Canva has a large set of assets that anyone can use (such as photos, templates, icons etc) and is commonly used by social media managers to create images.
Most useful for: Social Media, Website Owners
19) CAPI: AKA Conversion API. A cookie-less way to directly send conversion data to Facebook Ads without the Facebook Pixel. CAPI fixes the problem caused by the loss of third-party cookies and the iOS14 update. Using CAPI should improve Facebook Ads reporting accuracy & performance.
It should (theoretically) be better for privacy too as websites can decide what information to send through an API, whereas the Facebook Pixel can monitor any actions taken on a site without oversight by the website owner.
Most useful for: Social Media Advertising, Conversion Rate Optimisation
20) Cashtag: A version of hashtags on Twitter that are used for stocks. Instead of the #, Cashtags use $ – for example, $Goog refers to Google stocks.
Most useful for: Social Media
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21) Clubhouse: A social network based around voice-chat. It was briefly considered the next big thing in 2021 before other social networks copied its features.
Most useful for: Social Media
22) COS: Content Optimisation System. A platform that optimises content for individual users. This typically includes making the content fit any screen size, as well as some level of personalisation (sometimes based on what a site knows about the user, and sometimes based on their browsing habits to the point).
Most useful for: Website Owners, Content Marketing, Conversion Rate Optimisation
23) CSAI: Client-Side Ad Insertion. When a streaming device (such as a smart TV, gaming console, or streaming USB stick) inserts an ad into a TV show. This only happens on ad-supported streaming channels. This form of ad insertion (where it happens on the device) is susceptible to ad blockers.
Most useful for: Video Advertising, Display Advertising
24) CTV: Connected TV. Any time video is streamed to a big screen (eg a smart TV). This term is useful in determining the type of video ad that should be displayed.
Most useful for: Video Advertising, Display Advertising
25) Dark Patterns: Ways in which a website tricks a user into taking an action that they wouldn’t have otherwise taken. These include things like using confusing language around tick boxes (eg “Tick this is you don’t want to not miss out”). This is the black hat form of UX and should be avoided by website owners as it will drive away users.
Most useful for: Website Owners
This is fascinating and awful at the same time
26) Deliverables: The specific tangible results of a project. In marketing, deliverables can mean things like images, ads, strategies, videos etc. When working with a third party (such as an influencer) it is a good idea to specify the deliverables so that everyone knows what is expected.
Most useful for: General Marketing Tips, Influencer Marketing, Social Media Advertising, Web Design, Content Marketing
27) DMP: Data Management Platform. A way to combine data from multiple sources to analyze and segment it. These are becoming more commonplace in marketing since the clampdown on cookies has meant Google Analytics and other data sources are becoming less reliable.
Most useful for: Analytics, Website Owners
28) EARL: Estimated Ad Recall Lift. A metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within the past two days. This can be helpful when trying to use ads for branding purposes.
Most useful for: Social Media Advertising
29) EOW: End of Week. A way to describe when stats are taken (“these are our EOW sales”), or when something should be delivered by (“I need this by EOW”). Like its counterpart EOD (End of Day) this phrase is imprecise as a week could be considered to end on Friday (at the end of the workday or at midnight) or on Saturday or on Sunday depending on how you look at it.
Most useful for: Analytics, General Marketing Tips
30) ETP: Enhanced Tracking Protection. The way in which Firefox blocks all third-party cookies automatically, making analytics and conversion tracking very difficult. Virtually the same as ITP (Intelligent Tracking Protection) on the Safari browser.
Most useful for: Analytics, Display Advertising, Paid Search, Social Media Advertising, Email Marketing, Conversion Rate Optimisation
I personally think that cookie laws desperately need clarification and simplification so we don’t need to opt-in or out continuously. I also don’t think browsers should be making these decisions for us.
31) Experience: A marketing buzzword that tries to encapsulate how enjoyable and easy to use something was. This usage comes from User Experience but is often used more informally (eg “This search bar doesn’t offer the best experience”).
Experience can also be used as shorthand for a “unique experience” or an “unforgettable experience” (eg “this app will create an experience that will make users love our brand”).
Most useful for: General Marketing Tips, Web Design, Website Owners, Conversion Rate Optimisation
32) Facebook Analytics: Facebooks website analytics program (similar to Google Analytics) that was officially retired in 2021. It was pretty bad.
Most useful for: Analytics, Social Media
33) Facebook Creator Studio: Facebook’s built-in social media management tool for Facebook and Instagram. It can be used to schedule posts, as well as tracking and monetizing your content (and more besides).
Most useful for: Social Media, Social Media Advertising
34) Federated Learning of Cohorts: AKA FLoC. A way of tracking people for advertising purposes (both targeting and conversion tracking) from Google, which places people into groups so that no individuals can be identified. This is a response to the end of third-party cookies and the iOS14 update.
Most useful for: Paid Search, Display Advertising, Analytics
35) Field Data: Data that is collected from real users rather than from a lab. Google is now using field data when assessing sites performance for Core Web Vitals. This means that data is collected (via Google Chrome) for things like how quickly the largest element of web page loads from real people’s computers when they visit that page and these scores are averaged and stored.
Most useful for: SEO, Analytics
36) Flywheel: A flywheel is a device that turns uses momentum to store energy. In marketing, this concept is used to explain the power of branding, user experience, and word of mouth. By making people like your brand, you create customer loyalty and recommendations – which can be an efficient way of building a business.
Most useful for: Branding, General Marketing Tips
Like this, but for marketing.
37) GA4: Google Analytics 4. This was previously known as ‘Web + App’, but is now intended as a replacement of Univeral Analytics (which is the most commonly used version of GA currently).
Despite the switchover to GA4 planned for 2021, takeup has not been widespread due to numerous problems with the new interface and Google are still advising people to run both the old and the new version side by side at the moment.
Most useful for: Analytics
38) Google Ad Manager (GAM): Google’s ad serving platform websites. Through GAM websites can add different ad networks (including programmatic), manage their ad inventory, and arrange deals.
Most useful for: Display Advertising, Website Owners
39) Google Tag Manager (GTM): An efficient way of dynamically managing tagging on a website from Google. Instead of adding tracking code from multiple sources (eg Google Ads, Facebook, Twitter etc), you simply add Google Tag Manager to your site and then add the 3rd party codes to GTM. Google Tag Manager allows you to manage which tags load on which pages and why.
It’s honestly a real lifesaver for people who need to add code to their site, but don’t want to be constantly messing with their site’s code.
Most useful for: Analytics, Display Advertising, Paid Search, Social Media Advertising, Website Owners
40) Half Swipe: On Snapchat, a half-swipe is when you uncover a message to read it without notifying the other person (as the other person is only notified if you fully swipe). This was changed in 2021 to great controversy – and Snapchat now marks half swipes as read messages too.
Most useful for: Social Media
41) Idea Pins: The new version of Story Pins – Idea Pins however are fully intended to be long term ‘stories’ rather than the ephemeral stories functionality found on other social networks. Idea Pins can contain up to 20 pages within them and have videos that are up to 60 seconds long.
Most useful for: Social Media
Idea Pins are the long term version of Story Pins
42) IDFA: Identifier for Advertisers. Apples way of allowing advertisers to transmit data to third parties of users who opt-in.
Most useful for: Display Advertising, Social Media Advertising
43) Inline: A way of including code (such as CSS) directly in the body of a program (or webpage). While this can be inefficient, it can also lead to faster loading times. This is important for SEO when working on page speed.
Most useful for: Website Owners, Web design, SEO
44) Instagram Reels: Instagram’s version of TikTok – record a 15-second clip set to music.
Most useful for: Social Media
45) iOS14: An operating system from Apple which included many updates around privacy. For digital marketers, this most notably included requiring apps to ask users to opt-in before allowing tracking outside of that app.
This change meant that advertising on an app where a user bought something on another app or website was suddenly very difficult to track.
Most useful for: Social Media Advertising, Display Advertising, Analytics
46) Lab Data: When data is collected under lab conditions. For example, when testing page loading speed, Lab Data would refer to using computers optimised for the tasks to collect all the data. This creates a bias in the results as while real-world computers are messy in various ways (using different programs, with different hardware etc) a ‘Lab’ computer used for a single task is likely to be unrealistically efficient.
Most useful for: SEO, Analytics
47) Landing page: The page where someone first enters a site. Landing pages are not only interesting in terms of analytics but also can be optimised to improve user journeys.
For example, if users from social media typically enter on a page and then leave again without doing anything, a social media specific version of that page could be created to improve how visitors from social media interact with that page.
Most useful for: Analytics, Display Advertising, Paid Search, Social Media Advertising, Website Owners, Content Marketing, Influencer Marketing, General Marketing Tips, Conversion Rate Optimisation
48) Link Spam Update: An algorithm update from Google in 2021 formalising the need to mark outbound links that are not editorially approved as sponsored, UGC, or nofollow.
Most useful for: SEO, Website Owners
49) Live Rooms: A way of broadcasting live on Instagram with up to three guests. The ‘host’ starts an Instagram Live session (which is a live streaming video on Instagram) and then can invite up to 3 other people to join.
Most useful for: Social Media
Instagram live rooms can be a great way to broadcast panel debates
50) Markup: A way of tagging a webpage (or elements of a webpage) to explain what they are. This is most relevant to SEO, as search engines read specific markups (such as Schema) and may add elements to search results as a result.
Most useful for: SEO, Website Owners
51) MCM (Multiple Customer Management): AKA MCM. The programme through which ad networks manage Google AdX (and other products) for the websites they work with. This system is intended to improve both transparency and revenue.
Most useful for: Display Advertising, Website Owners
52) Medium: An ad-free publishing platform where anyone can add articles and are paid (from user subscriptions) based on how popular their articles are.
Most useful for: Content Marketing
53) Messenger Rooms: Facebooks version of Zoom. A large scale video messaging service.
Most useful for: Social Media
54) Monumentric: An ad network for WordPress sites that uses ad rotation technology. They only take sites over a certain size and have a setup cost, but also provide very high levels of revenue.
Most useful for: Display Advertising, Website Owners
55) NFT: Non-Fungible Token. A unique identifier for a digital good. NFTs utilise blockchain technology to make it possible to confirm that a digital version of something is the original and not a copy.
For example, an image or essay made on a computer can have an NFT attached so that it has value as a unique item and can therefore be sold.
Most useful for: Content Marketing, Social Media, General Marketing Tips
The original Nyan Cat gif sold with an NFT for about $850K
56) No-Follow: A type of link marked so that no link equity passes from the webpage the link is on to the webpage the link leads to. It’s a way for a website owner to tell search engines that while the link appears on their site, they are not endorsing that link by including it.
Most useful for: SEO, Content Marketing
57) OTT: Stands for Over The Top. OTT refers to content that is streamed via streaming services.
Most useful for: Video Advertising
58) OTT Advertising: Video ads on streaming devices added into free-to-watch streaming services. OTT Ads have been touted as the new big advertising channel as they are the digital equivalent of broadcast television ads for streaming services.
Most useful for: Video Advertising
59) OTT Devices: Devices that offer streaming services (such as streaming boxes, HDMI sticks, Consoles etc).
Most useful for: Video Advertising
60) PAA: People Also Ask. A Google search feature that includes questions (and answers taken directly from websites) relevant to the search used. In 2021 Google’s inclusion of these in search results grew exponentially.
Most useful for: SEO
No I don’t mean PDQ. Why would you think that Google?
61) Page Experience Update: A Google algorithm update for search that rolled out in Summer 2021. This update scores how well pages are optimised for users in terms of loading speed, usability, security, and ad experience.
Most useful for: SEO
62) Phishing: A type of fraud where someone is tricked into revealing personal details (such as their bank account). Scammers will often use emails or texts which appear to be from a trusted person or business to lead their victims to a fake website to encourage them to enter their details.
Most useful for: General Marketing Tips, Email Marketing
63) Pinterest: A visual social network where users save images, webpages, and videos to ‘boards’ which are organised on topics they are interested in. While not a new social network, the percentage growth of Pinterest in recent years has far outstripped almost all other social networks.
Most useful for: Social Media, Social Media Advertising, Content Marketing
Pinterest has grown an incredible 77% over the past two years.
64) Post-Click Conversion: When a conversion is recorded after a click on a piece of content (usually an ad). The conversion typically doesn’t have to occur immediately after the click to be counted – there is usually a window of 7 days (although this can vary) during which any conversions from that user are attributed back to the initial click.
Most useful for: Analytics, Paid Search, Social Media Advertising, Display Advertising, Conversion Rate Optimisation
65) Programmatic Guaranteed: A way of block buying and selling ad space within a programmatic platform. This allows you to manage traditional 1-2-1 advertising deals (eg selling your homepages ad space for 3 days) in the same place you auction off your other ad inventory.
Most useful for: Display Advertising
66) Pronouns: Pronouns are the terms a person would like to be referred to by (eg he/him, she/her, they/them etc). Many social networks now allow you to add your pronouns to your profile.
Most useful for: Social Media
67) Qualify: The process of seeing how ‘good’ a lead is. For example, someone may sign up for a test drive on a website by handing over their email address. This email address is a lead to a potential sale, however, this person might be anything from on the point of making a purchase to someone who just wants to have a nice day out.
In this case, the lead could be qualified by asking them some follow up questions to see if they are actually intending on making a purchase. Leads that pass this ‘test’ are then known as Qualified Leads and are far more valuable.
Most useful for: Lead Generation, General Marketing Tips
68) Quality Raters Guidelines (QRG): A guide provided to Google’s army of Search Quality Raters. Search Quality Raters are tasked with reviewing Google search results to see if they are working as Google intends them to. The Quality Raters Guidelines is what these Search Quality Raters use to make these judgements. The QRG, while not an SEO guide, reveals insights into Google’s thinking about search which has led to many SEOs scrutinising even the smallest changes or updates in them.
Most useful for: SEO
via GIPHY
This is how some SEOs react when you even imply that the QRG is an SEO guide
69) Reddit Talk: Reddit’s version of Clubhouse. A voice chat function that can be opened in a sub.
Most useful for: Social Media, Influencer Marketing
70) Reels Remix: Instagrams version of TikTok Duets. You can record a reel that is a response to someone elses (and they appear side-by-side).
Most useful for: Social Media
71) Responsive Ads: A type of text ad in Google Ads where you can add multiple different headlines and descriptions, which Google will then use to experiment with different combinations until it finds the best-performing ones.
Most useful for: Paid Search
Get some responsive ad best practises
72) Revue: Twitters version of Substack. An email newsletter service through your Twitter profile, with the option of charging to receive your newsletters.
Most useful for: Email Marketing, Social Media
73) SaaS: Software as a service. A business model where users are charged a subscription fee for using software as opposed to a one-off fee. In return for the ongoing subscription fee, SaaS companies generally work on a continuous program of updates, fixes, and improvements to their products.
Many digital marketing products work on this model (such as social media schedulers).
Most useful for: Social Media, Email Marketing, SEO, Display Advertising, Paid Search, General Marketing Tips
74) Screaming Frog: An excellently named SEO tool that scans websites for SEO related issues. It’s the best.
Most useful for: SEO
75) Sentiment: A feeling of opinion on something. Sentiment analysis is often used wherever there are comments (on social media, blog posts, etc) to see how people are generally responding to a piece of content. For example, a program might have a list of positive (eg great, love, best etc) words and negative words (eg terrible, hate, worst etc) and scan a comments section to see how many times words of each type were used.
Most useful for: Social Media, Video Advertising, Content Marketing, Site Owners
76) Shopify: A popular and powerful eCommerce platform for people to set up their own online shops.
Most useful for: eCommerce
77) Side Hustle: A job on the side of your main job. During the pandemic, these became especially commonplace, with many people starting online businesses from home.
Most useful for: General Marketing Tips
78) Skippable: An ad that users can skip after a preset period of time (5 seconds on YouTube). Skippable ads are video advertising’s way of qualifying viewers – if someone doesn’t skip an ad then it can be inferred that they are more interested in the video than people who did skip it.
Most useful for: Video Advertising
79) Social Listening: The process of monitoring social channels for people talking about your brand or things related to your brand (including your competitors). Social listening is used as part of audience research, as well as spotting opportunities and problems in real-time.
Most useful for: Social Media, Social Media Advertising, Content Marketing, Analytics, Website Owners
80) Social Media Suspension: When someone is banned from social media. Social media suspensions usually have a specific duration attached (eg 1 day, 3 months, permanent etc) and are caused due to someone breaking the rules set out by a social network.
Most useful for: Social Media
81) Split Testing: A way of testing whether one thing is better than another. For example, you could split-test two ads that have the same text but different images in order to find out which image performs better.
Most useful for: Analytics, Social Media Advertising, Paid Search, Display Advertising, Content Marketing, Website Owners
82) Sprout Social: A popular and powerful social media management tool that allows users to manage their social media activity across multiple ad networks.
Most useful for: Social Media
83) SSAI: Server-Side Ad Insertion. Also known as “ad stitching” or “dynamic ad insertion”. When an ad-supported streaming service inserts ads before sending the stream to a device. This is done by cutting the stream and stitching the ad into the stream before transmission so the device at the other end cannot tell the ad from the content. This is done to stop ad blockers from detecting and blocking ads.
Most useful for: Video Advertising
Ad Stitching is like this, but instead of ice-cream its adverts and everyone hates it
84) Substack: A subscription newsletter platform.
Most useful for: Email Marketing
85) Super Follow: A service from Twitter where people can Super Follow an account. Super Following an account costs the follower money, and the idea is that the account will then publish exclusive content for their super followers.
Most useful for: Social Media
86) SVOD: Subscription Video On Demand (eg Netflix, Disney+ etc). These are streaming services that don’t run external advertising.
Most useful for: Video Advertising
87) TCF: Transparency & Consent Framework. An industry standard that attempts to make programmatic advertising conform to cookie regulations.
Most useful for: Display Advertising
88) Ticketed Spaces: Twitter Spaces (see below) can be monetized with the Ticketed Spaces feature. this allows creators to charge entrance to a to an audio event run through Twitter Space.
Most useful for: Social Media
89) TikTok: A creative social network based around short videos. TikTok has quickly become one of the top ten social networks.
Most useful for: Social Media, Social Media Advertising
90) TikTok Resumes: A way to apply for jobs through TikTok using a short video CV.
Most useful for: Social Media
TikTok Resumes may only be useful for a limited set of job types, but they are very useful for those types of jobs (such as social media marketing!)
91) Time to Interactive (TTI): A measurement of how long it takes for a webpage to become interactive after it starts to load. More specifically how long it takes for a page to become consistently interactive for 5 seconds after loading. This measure is included in Google’s PageSpeed Insights tool.
Most useful for: SEO, Analytics, Website Owners
92) Tip Jar: A way to pay content creators. This functionality is implemented in different ways on different sites (including Twitter), but usually involves a voluntary and no-strings-attached one-off payment.
Most useful for: Social Media, Content Marketing
93) Twitter Blue: A subscription version of Twitter that has extra features such as an Undo button.
Most useful for: Social Media
94) Twitter Fleets: Launched in late 2020 but turned off in August 2021, Fleets were Twitter’s version of the ‘stories’ functionality seen on other social networks. Fleets were intended to be a short-term version of Tweets (for fleeting thoughts).
Most useful for: Social Media
95) Twitter Media Studio: Twitter’s built-in social media management platform.
Most useful for: Social Media
96) Twitter Spaces: Twitter’s version of Clubhouse. A voice chat-based function where people can meet to discuss whatever.
Most useful for: Social Media
To open a Twitter Space, just click on the Tweet button in the app. You should tell people you’re going to do it first though, or you’ll just be talking into the void.
97) Unstructured Citation: A mention of a website or business which doesn’t provide useful details (such as the URL, address, or phone number). These are still considered useful for SEO and branding (just not as useful as structured citations).
Most useful for: SEO, Branding
98) Voice Search: When a search is made vocally as opposed to through text. This can occur on either voice-only devices or on any search function which allows voice search (such as Google). Results from these searches are often different than traditional search as they need to be read aloud – so instead of providing links to websites they simply provide answers (taken from websites).
Most useful for: SEO, Content Marketing, Website Owners
99) Website Engagement Rate: A new metric added to GA4 which is the opposite of bounce rate. Instead of measuring the percentage of people who left a page without doing anything, it measures the percentage of people who engaged with a site in some way after entering.
Most useful for: Analytics, Content Marketing, Website Owners, Conversion Rate Optimisation
100) Zapier: A company with a set of tools that link different platforms to make them easier to use (for example by integrating Facebook Ads and an Email Marketing Platform you could send emails automatically to leads you gather on Facebook).
Most useful for: General Marketing Tips, Conversion Rate Optimisation, Content Marketing, Lead Generation, Email Marketing, Social Media Advertising
101) Zero Click Searches: Searches on Google where the user does not leave properties owned by Google. For example, a search for a music video that takes you to YouTube. By monitoring the percentage of zero-click searches over time, you can see Google’s slow transformation from a gateway to other websites to a destination in and of itself. Zero Click Searches now account for more than half of searches made on Google.
Most useful for: SEO
via GIPHY
You did it! You made it all the way through!
If you want to find the definitions for even more digital marketing terms, check out our gigantic online advertising glossary that covers just about everything.