Online, Above the Fold refers to content that displays on a website without requiring the visitor to scroll.

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An Ad Exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions. They’re most often used to sell display, video, and mobile ad inventory.

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Ad Extensions are extra snippets of relevant information that can be added to AdWords text ads. These snippets can include a business location, phone number, business ratings, and more.

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An Ad Network is essentially a middleman; it connects advertisers to websites that host advertisements. The network seeks out unsold advertising space from publishers, then sells that space to advertisers searching for ad space with particular content.

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AdSense is a program run by Google that allows publishers in the Google Network of content sites to serve automatic text, image, video, or interactive media advertisements, that are targeted to site content and audience.

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Affiliate Marketing is the process of earning a commission for promoting other people’s (or company’s) products.

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Alt Text (alternative text), also known as "alt attributes" or "alt descriptions" and incorrectly as "alt tags," are HTML elements used to describe the appearance and function of an image on a page.

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Anchor Text is the clickable text in a hyperlink.

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Article Spinning (or content spinning) is a specific writing technique used in black hat search engine optimization (SEO) and in other applications. Content spinning works by rewriting existing articles, or parts of articles, and replacing specific words, phrases, sentences, or even entire paragraphs with any number of alternate versions to provide a slightly different variation with each spin.

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Attribution is the science of determining what media/channels/assets are driving conversions.

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A target Audience is the demographic of people most likely to be interested in a product or service.

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Average Position is a statistic that describes how an ad typically ranks against other ads. This rank determines in which order ads appear on the page.

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Backlinks, also called "inbound links" or "incoming links," are created when one website links to another. The link to an external website is called a backlink.

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A Banner Ad, or a web banner, is an advertisement displayed into a web page. The advertisement consists of an image (.jpg, .png, .gif) or a multimedia object (usually created using Flash or HTML5).

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Bing Ads (formerly Microsoft adCenter and MSN adCenter) is a service that provides pay per click advertising (PPC) on both the Bing and Yahoo! search engines.

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Black Hat SEO refers to a set of practices that are used to increases a site or page's rank in search engines through means that violate the search engines' terms of service. This is the opposite of White Hat.

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A Blog is a website containing a writer's experiences, observations, opinions, et cetera, and often having images and links to other websites.

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A bot (short for "robot") is an automated program that runs over the Internet. Some bots run automatically, while others only execute commands when they receive specific input. There are many different types of bots, but some common examples include web crawlers, chat room bots, and malicious spam bots.

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A bounce is a single-page session on a website, and a Bounce Rate is calculated as the percentage of visitors who view one page and then leave immediately.

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The Buyer's Journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.

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A Campaign is a specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods.  Online campaigns are trackable with Google Analytics.

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The rel=canonical element, often called the Canonical link, is an HTML element that helps webmasters prevent duplicate content issues. It does this by specifying the canonical URL (preferred version) of a webpage.

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Online Channels allow marketers to categorize data for visitors who come through sources like a search engine, Internet ad, referring domain, or email campaign. Offline Channels apply to visitors who find a site through television ads, newspapers, or magazine advertisements.

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A Content Management System (CMS) is a software application that is used to upload, edit, and manage the content displayed on a website. A quality CMS allows less technical individuals to manage website content easily without the need for extensive coding.

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Content Marketing is the business process of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience -- with the objective of driving profitable customer actions.

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Conversion is the point at which a recipient of a marketing message performs a desired action. In other words, conversion is getting someone to respond to a call-to-action.

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Conversion Rate is the percentage of visitors to a website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design.

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A Cookie is a small text file (up to 4KB) created by a website that is stored in a user's computer either temporarily for that session only or permanently on the hard disk (persistent cookie). Cookies provide a way for the website to recognize visitors and keep track of their preferences.

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Cost Per Acquisition (CPA) measures an advertiser’s per conversion cost from start to finish. This means cost per acquisition measures how much it costs (in advertising) to convert one person from a visitor to a client for the company.

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Cost Per Click (CPC) is a method that ad networks use to bill advertisers based on the number of times their ads are clicked.

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Cost Per Thousand Impressions (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions. If an ad network charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The "M" in CPM represents the Roman numeral "mille" for 1,000.

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A Crawler is an Internet bot which helps in Web indexing; they crawl one page at a time through a website until all pages have been indexed. Web crawlers help in collecting information about a website and the links related to them, and also help in validating the HTML code and hyperlinks. A web crawler is also known as a spider, automatic indexer, or simply crawler.

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Customer Relationship Management (CRM) is a software and technology for managing all of a company’s relationships and interactions with customers and potential customers.

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CSS stands for Cascading Style Sheets and describes how HTML elements are to be displayed on a screen or in other media. CSS saves a lot of work by controlling the layout of multiple web pages all at once.

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A Call-To-Action (CTA) aims to persuade a visitor to perform a certain act immediately.

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Click-Through-Rate (CTR) is the number of clicks that an ad receives divided by the number of times the ad is shown: clicks ÷ impressions = CTR. For example, if an ad has 5 clicks and 100 impressions, then the CTR would be 5%.

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Digital Marketing is an umbrella term for all online marketing efforts. Businesses can leverage digital channels such as Google search, social media, email, and websites to connect with their current and prospective customers.

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Display Advertising refers to advertising that incorporates text, logos, and pictures or images positioned on a website or search engine. It is different than text or classified advertising in that it not only includes the brand’s message, but the business’s overall brand.

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The Google Display Network (GDN) is group of more than 2 million websites, videos, and apps where AdWords ads can appear. Display Network sites reach over 90% of Internet users worldwide.

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In simple terms, a Data Management Platform (DMP) is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and aggregates it in a way that’s useful for marketers, publishers, and other businesses.

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Domain Name System (DNS) is a hierarchical naming system built on a distributed database. This system transforms domain names to IP addresses and makes it possible to assign domain names to groups of Internet resources and users, regardless of the entities' physical location.

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Dofollow is an HTML descriptor of links describing that search engines should crawl them and count them as votes of quality.

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A Demand-Side Platform (DSP) is a piece of software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile, and search ads.

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Electronic commerce (eCommerce) is a type of business model, or segment of a larger business model, that enables a firm or individual to conduct business over the Internet. Electronic commerce operates in all four of the major market segments: business to business, business to consumer, consumer to consumer, and consumer to business.

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Email Marketing is a type of direct digital marketing that uses electronic mail (also called email) as the marketing communication delivery method. Email marketing is used in a number of ways by organizations and marketers for brand and customer loyalty building, acquiring or converting customers, company advertisements, or for communicating promotional offers.

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A Featured Snippet block includes a summary of the answer to a search query, extracted from a webpage, plus a link to the page, the page title, and URL.

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In online advertising, Frequency refers to how often an ad appears to a single user in a certain time frame.

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The term GCLID stands for "Google Click ID" and is a way for Google AdWords to communicate information about a searcher to Google Analytics. This data allows advertisers to view post click activity such as time spent on site, pages per visit, et cetera.

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Google is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, software, and hardware.

Search Now

Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results.

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Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic.

Track Your Site

Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps.

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Google Search Console (previously Google Webmaster Tools) is a free web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites.

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A Hashtag is a type of metadata tag used on social networks such as Twitter and other microblogging services, allowing users to apply dynamic, user-generated tagging which makes it possible for others to easily find messages with a specific theme or content.

Header Tags, as the name implies, are tags that are used for the creation of content headings. The most important tag is the <h1> header tag, and will usually be the title of a content piece. Header tags have a top-down hierarchy from <h1> to <h6>.

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HTML stands for "Hypertext Markup Language" and is the language used to create webpages.

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HTTP stands for "Hypertext Transfer Protocol" and is the protocol used to transfer data over the web. It is part of the Internet protocol suite and defines commands and services used for transmitting webpage data.

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HTTPS stands for "HyperText Transport Protocol Secure" and is similar to HTTP, but uses a secure socket layer (SSL) for security purposes. Some examples of sites that use HTTPS include banking and investment websites, eCommerce websites, and most websites that require a login.

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A Hyperlink is an element in an HTML document that links to either another portion of the document or to another document altogether. On webpages, hyperlinks are usually colored purple or blue and are sometimes underlined.

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An ad Impression, sometimes called a view or an ad view, is a term that refers to the point in which an ad is viewed once by a visitor, or loaded and displayed once on a webpage.

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Inbound Marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in the customer's buying journey.

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An Index is another name for the database used by a search engine. Indexes contain the information on all the websites that Google (or any other search engine) was able to find. If a website is not in a search engine’s index, users will not be able to find it.

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An Interstitial is an ad which appears between two content pages while visiting a website or by extension an ad displayed before accessing the homepage. An interstitial takes up the full extent of the browser window and disappears after a few seconds to allow access to the intended page.

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An IP Address is the unique identity of a connected device in an IP network. Every desktop and laptop computer, server, scanner, printer, modem, router, smartphone, tablet, and smart TV is assigned an IP address, and every IP packet traversing an IP network contains a source IP address and a destination IP address.

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Keywords are the key words and phrases in web content that make it possible for people to find the most relevant websites via search engines.

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Keyword Density refers to how often a search term appears in a text in relation to the total number of words it contains. For example: if a keyword appears 3 times in a 100 word text the keyword density would be 3%.

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Keyword Stuffing refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site's ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose).

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In digital marketing, a Landing Page is a standalone webpage, created specifically for the purposes of a marketing or advertising campaign. Landing pages are designed with a single focused conversion objective -- known as a call-to-action.

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A Lead is an individual or organization with an interest in what is being sold. The interest is expressed by sharing contact information, like an email ID, a phone number, or even a social media handle.

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A Long Tail Keyword is a keyword phrase that contains at least three words (though some say two or more is considered long-tail). Long tail keywords are used to target niche demographics rather than mass audiences. In other words, they're more specific and often less competitive than generic keyword terms.

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Lookalike Audience targeting is an advertising technique which consists of reaching out an audience similar to an advertiser’s customers. The original profile of audience is determined via CRM data or website behaviors and is then matched against anonymous user pools by a dedicated marketing vendor. Lookalike targeting allows advertisers to address prospects which are predicted to be similar to their existing customer base.

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Marketing Automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.

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The Marketing Funnel, or purchasing funnel, is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service.

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Medium is the general category of the session source, for example, organic search (organic), cost per click paid search (cpc), web referral (referral).

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A Meta Description (sometimes called a meta description attribute or tag) is an HTML element that describes and summarizes the contents of a webpage for the benefit of users and search engines.

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Native Advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

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Nofollow is a specific tag in HTML that allows for manipulation of the status of some hyperlinks. With a nofollow command, the object in question is prevented from passing link authority. This tag also prevents the link from having an influence on certain search engine index algorithms.

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Organic traffic refers to the visitors that land on a website as a result of unpaid (“organic”) search results. Organic traffic is the opposite of paid traffic, which defines the visits generated by paid ads. Visitors who are considered organic find a website after using a search engine like Google or Bing, so they are not “referred” by any other website.

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A Private Blog Network (PBN) is a network of authoritative websites used to build backlinks to a "money" website for the purpose of ranking higher on Google SERPs. One very important detail here is that each of the individual PBN sites are not linked to each other in any way. The idea of a private blog network is that the websites appear unrelated to each other, therefore natural links, as opposed to someone linking to their own website from their other websites. This is generally considered a Black Hat SEO tactic.

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A Pixel Tag (also called 1x1 pixel, tracking pixel, or web beacon) is a graphic with dimensions of 1x1 pixels that is loaded when a user visits a website or opens an email, and is used to track certain user activities. With a tracking pixel, advertisers can acquire data for online marketing, web analysis, or email marketing. With log file analysis, long data evaluation, or using appropriate analytical tools, this data can be used for different purposes, for example retargeting.

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Position refers to the order in which ads appear on a page in relation to other ads. For example, an ad position of "1" means that the ad has the highest position on the page relative to other ads of the same type.

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Pay Per Click (PPC) marketing is a model of advertising that allows marketers to pay only when their ad is clicked by an online user. Search engines like Google and Bing make pay per click advertising available on an auction basis where the highest bidder typically earns the most prominent placement.

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Programmatic Advertising refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations, and manual insertion orders.

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The AdWords Quality Score is an estimate of the quality of ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

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Reach is the total number of unique people who see an ad.

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Referral traffic is used to describe visitors to a site that come from direct links on other websites rather than directly or from searches.

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Retargeting (also referred to as remarketing) is a cookie-based technology that uses simple Javascript code to anonymously follow an audience around the web and continue to serve them ads until they convert.

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Robots.txt is a text file webmasters create to instruct web robots (typically search engine robots) how to crawl pages on their website. The robots.txt file is part of the the robots exclusion protocol (REP), a group of web standards that regulate how robots crawl the web, access and index content, and serve that content up to users.

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Real Simple Syndication (RSS) is the term used to refer the collection of web feed formats that provide updated or shared information in a standardized way. The information could be website or blog entries, news headlines, or audio or video files. RSS documents usually contain complete or summarized text, metadata, and author and publishing information.

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Schema.org (often called Schema) is a semantic vocabulary of tags (or microdata) that can be added to HTML to improve the way search engines read and represent those page in SERPs.

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A Search Engine is a service that allows Internet users to search for content via the World Wide Web (WWW). A user enters keywords or key phrases into a search engine and receives a list of web content results in the form of websites, images, videos, or other online data. The list of content returned via a search engine to a user is known as a search engine results page (SERP).

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The Google Search Network is a group of search-related websites where search ads can appear. When advertising on the Search Network, an ad can show next to search results, on other Google sites like Maps and Shopping, and on the websites of Google search partners. The Search Network is part of the Google Network, a group of all webpages and apps where AdWords ads can appear.

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Search Engine Marketing (SEM) is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries.

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Search Engine Optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

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Search Engine Results Pages (SERPs) are webpages served to users when they search for something online using a search engine, such as Google. The user enters their search query (often using specific terms and phrases known as keywords), upon which the search engine presents them with a SERP.

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A Session is a group of user interactions with a website that take place within a given timeframe. For example, a single session can contain multiple pageviews, events, social interactions, and eCommerce transactions.

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Sitelink Extensions are hyperlinks to website subpages that appear under certain Google listings in order to help users navigate the site. 

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The Sitemap file is an XML file that is saved to a website’s server. It contains a list of all the subpages belonging to the website. These files help search engines to learn more about the structure of a website. This speeds up the crawl process and reduces the likelihood that the crawler will overlook subpages. In addition, the file can provide additional information about certain content.

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URL Slugs are the exact address of a specific website. It is the location where webpages are accessed when typing their URL into the address bar and is everything after the root domain.

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Social Media Marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. 

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Source refers to the exact name of a website's traffic, like a domain (example.com), and is typically combined with medium in Google Analytics for complete session information.

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A Supply-Side Platform (SSP) is a piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help them sell display, video, and mobile ads.

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Tags are meant to describe specific details of blog or social media posts. Think of tags as a site’s index words; they are the micro-data that can be used to micro-categorize content. Tags are not hierarchical.

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A Title Tag is an HTML element that specifies the title of a webpage. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing.

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User Interface (UI) is the series of screens, pages, and visual elements (like buttons and icons) that visitors use to interact with a website or device.

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A Uniform Resource Locator (URL) is the address that identifies a particular file on the Internet, usually consisting of the protocol, as http, followed by the domain name.

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User Experience (UX) is the internal experience that a person has as they interact with every aspect of a product or service.

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A Visitor is someone who visits a website at least once. A single visitor can have multiple visits to a site.

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Web 2.0 is the name used to the describe the second generation of the World Wide Web (WWW), where it moved from static HTML pages to a more interactive and dynamic web experience. Web 2.0 is focused on the ability for people to collaborate and share information online via social media, blogging, and other web-based communities.

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A Webinar (or web-based seminar) is a conference that is hosted in real-time over the Internet. Webinars allow groups in remote geographic locations to listen and participate in the same conference regardless of the geographic distance between them. Webinars also have interactive elements such as two-way audio (VoIP) and video that allows the presenters and participants to discuss the information as it is presented.

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A Website is group of World Wide Web (WWW) pages, usually containing hyperlinks to each other and made available online by an individual, company, educational institution, government, or organization.

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White Hat SEO refers to the usage of optimization strategies, techniques, and tactics that focus on a human audience (as opposed to search engines) and completely follows search engine rules and policies. This is the opposite of Black Hat.

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