This is a continuous archive of traditional and inbound marketing definitions, digital and other related terminology. This page is for reference and sharable purposes.


If there are any definitions that need to be on this page, please leave it in the comments below and it will be added.


Algorithm also algo –  program used by search engines to determine what pages to suggest for a given search query to a user.

Alt Text – A description of a graphic or image used on a web page that usually isn’t displayed to the end user, unless the graphic is undeliverable.  Alt text is important because search engines can’t tell one picture from another. Alt text is the one place where it is acceptable for the spider to get different content than a human user.

Alt Tags – Some people use this instead of alt text.

Analytics – program that assists in gathering and analyzing raw data about website usage. Google Analytics or GA for short is a free and popular analytics program.


B2B – Business to Business.

B2C – Business to Consumer

Back Link (inlink, incoming link) – any link referring to a page or site from any other page or site.

Bot (robot, spider, crawler, webcrawler) – Search engines uses a program that runs an autonomous program to find and add web pages to their search indexes. Spammers may often use bots to “scrape” content for the purpose of plagiarizing it for exploitation by the Spammer.

Bounce Rate – The percentage of users who enter a site and then leave it without viewing any other pages.


Content – any and all textual, visual or aural that is encountered when a user is on a website, including text, sounds, videos, animations and images that are on a website.

Content Management System (CMS) – a software application or set of related programs used to create and manage digital content, usually a website. A popular application is WordPress.

Conversion (goal) – Achievement of a quantifiable goal on a website. Add clicks, sign ups, and sales are examples of conversions.

Conversion Rate – Percentage of users who convert. See conversion.




External Links



GYM  (The Big 3) – acronym for Google, Yahoo and Microsoft. This is referred to as the big three of search since they have become the most popular generally speaking in the world. One may be more popular in one geographical area than another.


Headings (H1 – H6 Headings) –


Image SEO

Image title and file name

Inbound Marketing – a process of attracting the attention of prospects through content creation, before they are ready to buy and retaining their attention throughout the buyer’s journey until they become a customer. It is a cost-effective way to convert strangers into customers and promoters of your business simultaneously while lead nuturing.

Internal links

Indexed Pages – The pages on a site that have been indexed or crawled by search engine.


Keyword – the main idea of the page that is used to distinguish a particular page from other on a website and other websites.

Keyword Cannibalization – An excessive reuse of the same keyword on too many web pages within the same site. This practice makes it difficult for users and search engines to determine which page on a site is the most relevant for the keyword.

Keyword Density  – The percentage of words on a web page which are a particular keyword. If this value is unnaturally high compared to others, the page may be penalized by search engines. It can be percieved as a web page that is spammy.


Latent Semantic Indexing (LSI or LSI Keywords) keywords that are semantically related to a primary keyword. They are not just synonyms or keywords that are similar in meaning. LSI keywords are also keywords that are related to a keyword.

Example: A page or site is about a let’s say dogs. While the site is about dogs, what about a page on the is about dogs. Depending on the subject of dog, the site could be about dog health, dog training or even Dog the Bounty Hunter.

Long Tail Keyword three and four keywords or phrases that are very specific to what a site is selling or is informing the user. When a customer uses a highly specific search phrase, or niche keywords, they tend to be looking for exactly what they are actually going to buy or researching.


Marketing Campaign

Meta Description



On Page SEO

Off Page SEO


Page Title

Privacy Policy – a statement, specifically a dedicated page on a website, usually found in the footer heading or sections, that discloses some or all of the ways the website, gathers, uses, discloses, and manages a customer or client’s data that is generally gathered by cookies on the user’s browser. Google Analytics requires a website to have a privacy policy to gather detailed information from a website’s visitors.

Pull Marketing

Push Marketing




SEO (Search Engine Optimization) – methodology of strategies, techniques and tactics used on website and pages to increase the likelihood of traffic from visitors organically from the results page of a search engine.

SERPS (Search Engine Results Page Results) – the page displayed by a search engine responding to a query by a searcher. The page may also contain other results such paid advertisements, images and videos of the search query.

Site Map (Sitemap) – a dedicated page on a website that lists a website’s pages usually organized in a hierarchical fashion. It is accessible to crawlers and sometimes visitors. It can be either a document in any form used as a planning tool for web design.



URL – address of a web page on the Internet.



WordPress – an online, open source website creation tool written in PHP. Also see CMS.




*I will warn you this is going to be one of the most boring reads on this site, yet informative.