Digital Marketing Glossary

Why it is important to measure the ranking of keywords in SEO
RDicas # 06 – Link building tips to get started now!

To make your life easier, we list below the main terms we use in our posts and educational materials and made a brief explanation of each. To help in the search, we separate the affinity content. Good reading!


Marketing and Sales

AIDA  – is an acronym that shortens a conversion process with s steps Attention, Interest, Desire and Action The AIDA is a model based on natural human behavior in decision making and is used in marketing to better target users for conversion. desired. See more .

Marketing Automation – Mechanisms for implementing Digital Marketing actions in an automated manner to facilitate the work and accelerate results. In general the term is most often used in the context of emails shooting from a specific user behavior (Lead Nutrition), but it goes beyond that.

Conversion – Perform the action that the company wants the user to perform. Examples: fill out a form, making a purchase, signing a test, etc. 

CRM – acronym for Customer Relationship Management (customer relationship management). CRM software offer solutions for a good relationship management with clients such as organization and storage of information and control contacts (conversations, meetings, appointments, etc.).

CRO – Abbreviation for Conversion Rate Optimization (conversion rate optimization). CRO strategies are focused on increasing the percentage of visitors who performs the desired conversions on the company website.

CTA – Call to Action – A literal translation would be “call to action”. Commands are issued to users so that they hold an expected action by the company. May be buttons, banners or even text with links. In general, use verbs in the imperative. Examples: “click here” and “take advantage of this offer!” Learn more about CTA in this eBook.

eBook – The literal translation is electronic book. In the context of Marketing, it is an educational material about any subject of the area of operation of a company. They are heavier than blog posts, and should further explore the theme. 

Edge Rank – Facebook’s algorithm that determines the relevance of posts and which appear – or not – on the user ‘s news feed. It is based on three factors: affinity (if no previous interactions with the fanpage), the post (link, video, image) format , and time the post was made (the older, less likely to appear). Read more .

Conversion Form – fields that the visitor fills in exchange for something (a gift, a register for the newsletter, contact the company, etc).

Sales funnel – Representation in inverted pyramid of the different stages in which the prospects of a company are in the sales process. Usually divided into Funnel Top (tofu), Funnel medium (Mofu) and funnel Fund (Bofu). Digital Marketing strategies is essential to produce content for people at each of these levels. See more this post .

  • Tofu – Abbreviation for Funnel Top (Top of the funnel) – initial stage of a Lead in the selling process, still far from the time of purchase. The materials for the top funnel are more introductory and have the goal of transforming the visitor in Lead.
  • Mofu – Abbreviation for Funnel Medium (Middle of the funnel) – intermediate stage of a potential customer in the sales process. Half funnel materials aim to strengthen the relationship and the company’s credibility and generate demand for the product or service.
  • Bofu – Abbreviation for Funnel Fund (bottom of the funnel) – final stage of the sales process, when the Lead is close to becoming a client, ready for purchase. The funnel bottom materials should show the potential customer that your choice is the best possible for his case.

Lead Generation – Convert the company’s website visitors into Leads. ( See What are Leads )

Growth Hacker – Cargo fully focused on generating rapid growth in customer acquisition. It involves different sectors of the company (marketing, product, etc.) and test various channels and means to increase the customer base.

Content Marketing ) and strategies in digital media to reach your target audience and build a relationship with him.

Inside Sales – Unlike traditional sales, it is when the seller is selling within the office via phone, Skype and other media. There is no physical encounter in trading. Read this post on Inside Sales.

Landing Page – The term (landing page) can represent any page that serves as a gateway to a visitor to your site. However, in the context of Digital Marketing is often being used as a page created with a specific purpose of conversion. The most common case is the page with the form for converting visitors into Leads (<Lead See definition below). See more .

Lead – person left your data in a conversion form and showed interest in your company, product or market issue and may be considered a potential client Through relationship, he can walk through the funnel sale until it becomes a client.

Lead Scoring –  algorithm that determines a score for certain profiles and behaviors of a lead, to examine whether it is qualified lead or not. See what’s Leads qualification .

Sponsored Links – are paid ads displayed prominently on the results pages of a search or affiliate sites (Display Network). In many cases the term is used synonymously with the Google Adwords . On the results page, are displayed according to the keywords used in the search and display network, according to the related topic. Learn more about this webinar Google Adwords .

Long tail keyword (keyword long tail) – More specific terms and less crowded in organic search and auction Sponsored Links keywords. They are good bets for those who do not have much authority, but want to appear in search results. For example: “handbag straw for beach” instead of “handbag”. Read more .

target content to people at different stages of the sales funnel.

Leads Nutrition – Marketing automation technology for sending an email sequence after a certain event, in order to drive the Lead by sales funnel and approach it from the time of purchase. Example: after downloading an eBook about marketing on Facebook, you can receive automatic emails with suggestions posts or materials on this, case studies and even the supply of a product / service related to the subject. Learn more here

Outbound Marketing – It would be the traditional marketing, where companies use advertising to “push” their products and services to consumers. We can say it is the “interruption marketing” because their strategies and channels do not focus on a specific audience. Examples: TV commercials and billboards, for example.

Social payment – mode where the user makes a post on a social media in exchange for an offer. This helps to spread certain content faster. Learn more about social payment.

Keyword – It may be the word (or words) that summarizes the main theme of a text, sentence, paragraph etc. In SEO, it is based on these terms that are made of a page optimization efforts. In a text about a new light version for dog food, the keyword may be “light dog food.” Keyword is also used to indicate the terms that you use when doing a Google search.

PWAT – acronym for “Pay with a tweet.” See the definition of social payments

Google Display Network : is a large network of sites (blogs, portals, etc.) where the Google Adwords ad campaigns appear.

Remarketing (or retargeting) – Ad Display after the visit of a user to a site. Example: a person enters an Internet service page and after that, when visiting other sites, ads appear of the same company in the advertising banners. This “chase” takes place for the installation of cookies on the user ‘s computer. Retargeting is the name of the practice and remarketing is the name that Google gave to its retargeting service.

Leads Segmentation – To optimize the results of relationship actions such as sending email marketing , it is indicated segment the contact base according to certain criteria. For example, customers in a region or a sector of the market can receive focused shots to your reality.

Squeeze page – Landing Page is the model focused on capturing emails.

Lead qualification  – process to classify which leads are good opportunities and should be addressed by the sales team, which are not in the time of purchase and bad Leads for sale (those who have no profile to become a customer). See  more this post.

Conversion Rate – Percentage of visitors who performs the desired conversion. Example: If the conversion rate of a Landing Page for 70% it means that 70 of every 100 visitors turned Leads.

Webinar – Content is available to the public in video format (Web seminar abbreviation). It can be a class, lecture, discussion, and more. It can be viewed live or recorded.


CCCCustomer Acquisition Cost . It is a significant metric for companies to know how much they are spending to win each new customer and serves to set the budget and marketing activities.

CPC – Cost per Click. It is a form of collection services as paid ads (Adwords and Facebook Ads, for example), in which the payment is made by the number of clicks performed.

CPA – Cost per Acquisition. It is a way of charging as the CPC, but calculated on the conversions performed, not clicks.

CTR – Abbreviation for Click Through Rate is the number of clicks divided by the number of impressions (views) of an ad displayed, for example, services such as Google Adwords, Facebook Ads and LinledIn Ads. This rate is extremely important to evaluate the performance of ads because an ad with low CTR has few clicks over the views and generally cost more and must be optimized.

KPI  – acronym for Key Performance Indicators. Are the indicators defined to measure the progress of their actions to achieve a particular goal.

Pageviews – Are visualizaçõe pages of a site. Attention: pageviews are different visits. To be clear: on a visit, you can have more than one pageview on the same page, this will only depend on how many times the user entered it.

ROI – Short for Return on Investment (Return on Investment in Portuguese). It is the relationship between the money earned (or lost) and which was invested in your marketing efforts.

NO – The acronym for Search Engine Marketing. The SEM is a set of marketing strategies in order to promote a website on the results pages of search engines such as Google, Yahoo, etc. Usually the SEM is divided between SEO (optimization for the site appear in Organic Search) and ads in sponsored links, like Google Adwords.

SEO – is the acronym for Search Engine Optimization (optimization for search engines). SEO is a set of techniques, studies and methods to improve the placement of the pages of a website in search engines like Google. See more in this eBook .

Visit – It’s an access to a site. A visitor can make more than one visit a website, for example. If they close the site and log in again in a range greater than 30 minutes, it will record two visits from the same visitor.

Guest – Is the user that makes the actions on the site during a session.

Unique Visitor – It is the visitor who, if already entered particular site and had a cookie installed on your computer, will record as the same visitor on different occasions. Thus it is possible to know how many visitors a website has had, not to mention the same user more than once.

Return visitors – is a single visitor who has entered more than once on a website.

Web Analytics – is the action to measure, collect, analyze and report the data, in order to understand and improve the usability of users and improve the results of actions on your website and other digital channels.

Blog, website and content

Adwords – is a Google advertising service – and main source of company revenue. It is by Adwords that websites are paid ads that appear on Google results pages, on top and on the right side, and the Display Network. You can learn more here.

Alternative text (Alt text) – The text used to describe an image on the web. Search engines read the text Alt image, which helps to better understand the content. If the browser can not load the image, this text is displayed instead.

Anchor text – is the text of a link to another page. Typically, this text is blue and underlined color. Anchor text helps search engines understand the link’s destination, so it is good to choose carefully.

API – Abbreviation for Application Programming Interface. API is a set of programming standards that allows a software interacts with another. An example is the very RD Station, which allows integration with websites and other software via the API.

Page Authority is how search engines value a page in relation to other to position it in the search results referring to a term (keyword) specific. The quantity and quality of links pointing to it are the main elements analyzed for this.

Site Authority (domain authority) – As the page authority, is how search engines value a domain as a whole and its pages to position them in the search results. 

Black hat – are unethical SEO practices for positioning and a website in search engines like Google.

Blog – The blog is an updated web page often consists of posts usually presented chronologically. Its name came from the union of the words “web” and “log”, so in a free translation can translate as “online diary”. In Digital Marketing, blogs are a space for companies producing and posting content of interest to your audience, to attract visitors and become a reference in the area.

Organic Search – is the traffic coming from good organic positioning (free) in search engines like Google, the results are listed according to the searched keyword.

Canonical tag – When two or more pages have the same content (or very similar), this duplicate content distributes the “strength” of these pages between them. Using the tag canonical, search engines transferring authority from one page to another. Learn more in this post .

Cookies – These are simple files placed in a user ‘s browser when it visits a site. This file has basic information such as IP, language preference, etc. So in future visits the site can identify that visitor and preferences.

CSS – Abbreviation for Cascading Style Sheets is a stylesheet language to make the presentation of pages, such as page layout, colors, fonts, etc.

Domain – is the main address of a site, the root of every page. Example:

404 – This error page appears when a response code indicating that the server could not find what was requested, such as a page on your site that no longer exists, for example.

Guest Post – A post written in a blog for a “guest”, different from regular authors, which is related to the company ‘s area of expertise and can add knowledge to readers.

Google Hummingbird – Google Algorithm released in 2013. Fast and accurate, it goes beyond keyword, interpreting Synonyms, context and other factors such as location and previous searches. L eia the post .

Google Panda – Algorithm created by Google to primarily analyze the quality of the contents of a site and inhibit the creation of low quality content for users.

Google Penguin – Algorithm created by Google to primarily analyze the quality of links from one site to inhibit the exchange of low quality links.

Hard bounce – is the failure to deliver email for a permanent reason, such as an email address that does not exist.

Heading Tags (H1, H2, H3, ..) – are HTML programming features to present the titles and sub-titles of a page. The H1 tag is one of the most important elements of a page and is one of the criteria analyzed by Google to position your site in search results.

Hyperlink – is a clickable content on a page that leads to another page, site or even another part of the same page. It can be inserted into a text, button or image.

HTML – Short for HyperText Markup Language, HTML is a markup language used for page programming on the web.

Layout – It’s like a page is drawn. The layout of a page will depend on the creativity and content it will contain, always thinking about the best usability for the user.

Link Building  – is the process of getting more external links to your site in order to improve positioning in search engines. It is important that this “building links” is done naturally, with other relevant sites and operating in the same market or near to yours, because Google penalizes sites to exchange links irrelevant to the user.

Internal links – are the links within a site that link to other pages from the same domain.

External Links – These are links pointing to pages outside of their own domain.

Metadata – This is data that speak to the search tools on it is a site or page.

Meta description (meta description) – It is a brief description of a page that appears in the pages of search results. Although not help in positioning the meta description helps to attract visitors to the site as it summarizes the page’s content in search engine results.

Mobile – A term used to refer to mobile phones or other mobile devices.

At follow – is a stand attribute on links that are not crawled by search engines, so as not to pass authority to the landing page.

Pagerank – It is an algorithm created by Google to evaluate the sites on a scale of 0 to 10. It includes a number of assessment factors such as site structure, number of pageviews, bounce rate , relevance of content, links etc.

Page title – is the text that appears on the tab of your browser when you open a page and also as a prominent line in the Google results page. The Page title is one of the most important elements in SEO, then it should contain the keywords most important to each page of the site.

Off Page – exterior elements to the page and that influence its position in the results of search engines like Google, such as links that point to it.

On Page – elements that are within the page and influencing the results of search engines like Google, such as page title, headings and alt attribute on images.

Opt-in – is the choice to elect to receive information via email to register your email address in a form of a website, thus giving permission to come into contact with  the user.

Double opt-in  – is the practice of sending the user to a subscription confirmation email on your list. He will only receive the following email if you click on this message.

Social proof (social proof) – In marketing, it is the fact of taking advantage of the approval of others to convey more credibility and empathy. If a page is very tanned on Facebook, for example, people tend to judge the company as relevant and reliable.

301 redirect (301 redirect) – It is the process of directing a page to another address. A classic example are the sites that have version with and without www. So that the site does not have duplicate pages, applies Diversion 301 of the revisions. Thus, the authority of the targeted page will be attached to the active page. The same can be done in other situations.

SERP –  From the English Search Engine Results Page is the results page of search engine.

Sitemap – A map where are listed the addresses to access the pages of a site. HTML sitemaps are used to visitors browse and XML sitemaps are used by search engines. Learn more here.

Soft bounce – is the failure to deliver mail for a temporary reason, such as full mail box.

A / B Testing – Test done with two different versions of a page, to evaluate which has the best performance with audience interaction. An example is a page with a form with four fields and a version with 8 courses. Which has more conversion in the A / B test proves that provides a better user experience.