Digital Glossary


Today’s digital marketing trends continue to evolve. Let’s keep up together.

Affordable Marketing Agency in Cleveland

Hey, that’s us, Linear Creative! Out of curiosity, did you find this page in a Google search? We intentionally placed this glossary item high up on the page to demonstrate some of the terms listed below.


A/B Testing

Use of alternating variables such as text, colors, fonts, headlines, images, calls to action, or even an offer to determine which version of a marketing campaign yields the most effective results. A/B testing can be performed on landing pages, website pages, email campaigns, and just about any marketing materials that allow for measured results.



Complex mathematical instructions that search engines like Google use to determine a web page’s relevance by ranking its search engine results. Google algorithms fluctuate and update often.



Links from other websites to yours. Backlinks, especially those from reputable sources, can increase your website’s popularity with search engines.


Banner Ad

Online ad that typically involves a graphic image and text. The ad is placed on a website page and is clickable so viewers can link to your unique landing page or website. Banner ads can be animated to feature rotating ad messages.



An online collection of articles on current topics. Having a blog on your website that contains fresh, relevant content can increase your organic search traffic.


Click Through Rate (CTR)

The percentage of people who click through to a website link.


Content Management System

Software and related programs used to create, edit, manage, and publish digital content for a website or intranet.


Content Marketing

A strategic marketing approach that involves creating and distributing relevant, valuable, and consistent content to a clearly defined audience, often with the intent to create interest or generate leads while promoting your brand.


Conversion Marketing

Tactics that encourage a website visitor to take a specific action such a make a purchase, become a member, complete a form, enroll in a class, etc.


Crawlers and Spiders

Automated programs used by Google that travel the Web and building up an index page based on a user’s search query.


Domain Name

A Domain Name System (DNS) is the naming address of a website. (Example: Having an identifiable domain name that corresponds to your company name will help drive traffic to your website. Domain names need to be purchased through a domain registration company. The rights to a domain name can be purchased for one year or multiple years.


Earned Media

User generated content about a company or brand of which that company has no control over.


Engagement Rate

This is the measurement of how much social media users are interacting with your media. For example, on Facebook engagement would measure users’ comments, likes, and shares of a post.



Method of detecting a website visitor’s location to plan location-based content or advertising.


Google AdWords

Online ads offered through Google where advertisers pay to display brief ad copy to web users. Advertisers identify keywords to use in their ads, determine their spend, and essentially “bid” on certain keywords. An advertiser’s maximum bid and their quality score will determine the ad’s ranking.


Google Analytics

Online tools that measure statistics and let you know how your ads and content are performing.



A word or phrase preceded by the “#” symbol used on social media sites such as Instagram, Twitter, Facebook, and Pinterest. When a hashtag symbol is used, the words are indexed across social media networks making them searchable by other users. Hashtags help get your indexed topic noticed by more people. #ClevelandAdAgency



Measurement used to count the number of times a person views an online ad, social media post, mobile message, or traditional ad.


Inbound Marketing

Strategy of creating quality online content through a variety of channels such as social media, blogs, SEO, paid online ads, and more to attract people to your company. In inbound marketing, the customer finds you through search engine marketing efforts.



Words and phrases that can be strategically placed in website headings and throughout page content to boost search results.


Landing Page

A dedicated, promotion-specific page that acts as a standalone site for a specific marketing campaign. A well-developed, highly-converting landing page will function as lead capture page and contain a form and some type of measurable action for a visitor to take. A variety of tactics can can be used to drive traffic to a landing page including online display ads, social marketing ads, social marketing posts, email campaigns, postcards, etc.


Leaderboard Ad

The standard size of an online banner ad, typically 729 pixels wide x 90 pixels high.


Meta Tags

Snippets of text that describe a website page’s content. They do not appear on the page itself, but are coded in the back end of a website to help search engines identify what a page is about.


Mobile Marketing

Digital marketing strategy aimed at reaching a specific audience on their smartphone, tablet, or other mobile device.


Outbound Marketing

A traditional marketing strategy where a company actively finds its audience through print ads, radio ads, email campaigns, press releases, trade show exhibition, direct mail, and more.


Owned Media

Content posted on social media platforms.


Paid Media

Paid social marketing ads that are targeted to a specific audience.


Paid Search Marketing

Otherwise referred to as pay-per-click or PPC, paid search marketing is when you pay for placement in a search engine for keywords related to your business. A small fee is charged for each click to your website page. Google sponsored ads are gaining more prominence on search result pages, making it more difficult for companies who rely on free (organic) efforts to achieve or maintain top rankings.


Ranking Signals

Signals that determine the order of importance to Google when indexing a search result. They include everything from time and date, to keyword density, to domain authority.


Real Time Engagement

A trend across digital and social media where users interact in real time and want the same level of interaction from a businesses. It’s why more businesses are turning to 24/7 live chat.


Responsive Web Design

Designing a web page to look good and perform well on all devices (smartphones, tablets and desktops) no matter the screen size or orientation.



Search Engine Marketing. The form of internet marketing that involves gaining website traffic by purchasing ads on search engines.



Search Engine Optimization. Carefully planned method of attracting website traffic from free or organic search results on search engines. Search engines collect info from every page on the Web, and every search engine has an algorithm for converting that information into useful search results. Effective SEO is a combination of the right website page titles, keywords, tagging, links from trustworthy sites, properly named links, and fresh content. The most beautifully designed website won’t produce results unless it gets found.



Short for Search Engine Results Page. These are the pages that are served up to users when they search for certain keywords. A highly-ranked website page will appear further up in Google’s SERP. In other words, the best links relating to your search query will be the first ones that Google lists.


Social Listening

Tracking online conversations about a company or organization to find out what people are saying about you. 


Social Media Influencer

There are various factors that contribute to a person’s influence across social platforms, but reach (number of followers) and relevance are both good indicators.


Website Bounce Rate

The percentage of visitors who leave a website after viewing a single page. The lower the bounce rate, the better.


Website Hosting Service

A type of internet service provider that provides all the technologies and services needed for a website to exist and be viewed on the internet. Typically, these providers charge a yearly website hosting fee.


Website Plugin

A piece of downloadable software that acts as an add-on to a website. Plugins are made available as updates to WordPress themes and can improve everything from functionality to security. It is important to keep your website’s available plugins up to date.



A content management system that enables users to build and manage their own websites. WordPress offers a variety of “themes,” a collection of interface files that affect the look or design of a website. Linear Creative uses WordPress themes to develop our clients’ websites, customizing them to achieve a specific function or look.