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A
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Above the fold — the visible part of a webpage a user can see without scrolling
Ad Campaign — an advertising campaign
Ad Extensions — additional contact or informational elements displayed in ads
Ad Group — a group of ads within a single campaign having a common theme or keywords
Ad Payments — payment for advertising
Ad Rank — the ranking of an ad that determines its position on the results page
Ad Tools — advertising tools
Adaptive Content — content adapted to the user’s experience and behavior
AIDA Model — describes the four stages buyers go through: Attention, Interest, Desire, Action
Algorithm — the algorithm that determines the content a user sees in their feed
Alt Text — a textual description of an image on a website that helps search engines recognize it
Ambassador — an official brand representative who actively promotes its product
Analytics — analysis of user behavior using tools such as Google Analytics, Facebook Insights, etc.
Anchor — the visible text of a hyperlink on a site that affects search optimization
API (Application Programming Interface) — tools for automating various tasks such as keyword research, site audits, competitor analysis, and more
Assessor — an expert who evaluates the quality and relevance of webpages, ad content, search results, etc.
Avatar — a user’s profile picture on social media
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B
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B2B (Business to Business) — a model of interaction between companies in which one business sells goods or services to another
B2C (Business to Consumer) — a business model in which companies sell their goods or services directly to the end consumer
Backlink — a link from one website to another
Beta Testing — testing an application by a group of users before its official release to find errors and improve quality
Bid — the amount an advertiser is willing to pay for a click on an ad
Bio — a short profile description on social media
Bitrate — a parameter that defines the quality of video or audio
Blogger — a person who runs a blog and regularly fills it with thematic content
Blogging — the distribution of thematic content online
Bounce Rate — the percentage of users who visit a webpage but do not view any other pages on the site
Brand Voice (ToV, Tone of Voice) — the unique communication style of a brand used to form its recognizable image
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C
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CAC (Customer Acquisition Cost) — a metric showing how much a company spends to acquire one new customer
Canonical Tag — an HTML tag that helps search engines identify the original version of a page
Captions — subtitles
Carousel — a number of images or videos within a single post
Case — demonstration of the results of completed work
Chatbot — an artificial assistant capable of performing simple tasks such as answering questions, providing information, creating requests, etc.
Checkout — usually the final stage of an online purchase
Cheat Followers — fake followers artificially added to boost social media numbers
Click Fraud — a type of fraud in which clicks are generated artificially
CLV (Customer Lifetime Value) — an estimate of the total revenue a company expects to receive from a customer over the entire duration of their interaction
CMS (Content Management System) — a system for managing website content
Collaboration — cooperation
Contacts Syncing — contact synchronization
Content — material published on social media or websites
Content Marketing — creating and distributing valuable content to attract an audience
Conversion — the action you want a user to perform on your website (e.g., purchase)
Conversion Tracking — tracking conversions to determine the effectiveness of advertising
Copywriter — a specialist who works with content and text
Coverage — the number of users who viewed a post
CPA (Cost per Action) — the cost of acquiring one paying customer or conversion
CPC (Cost per Click) — the cost of a single click on an ad
CPE (Cost per Engagement) — the cost of engagement, where advertisers pay for specific user actions
CPL (Cost per Lead) — the cost of acquiring a lead — a potential customer
CPM (Cost per Mille) — cost per thousand ad impressions
CPV (Cost per View) — cost per view of a video ad
CR (Conversion Rate) — the percentage of visitors who complete a conversion
CRM (Customer Relationship Management) — a system for managing customer relationships
CRO (Conversion Rate Optimization) — optimizing a website to increase its conversion rate
CTA (Call to Action) — a call to action, encouraging users to perform a specific action
Cross-posting — posting the same content across different groups, social networks, or partner platforms
Cross-selling — offering a customer an additional product or service along with their main purchase
CTR (Click-through Rate) — the percentage of clicks on an ad compared to the number of impressions
Cutting-edge — innovative
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D
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Dashboard — an interface for user interaction with data, analytics, or settings
Deadline — the due date for completing a task
Description — an HTML tag used to describe a page’s content
Direct — direct messages (DM), private messages on social media
Direct Marketing — direct marketing, that includes email campaigns, direct sales, etc.
Display Ad — a display banner ad on a website
Display Network — a network of websites where ads can be placed
Domain Authority — a metric showing how authoritative a website is from a search engine’s perspective
Duplicate Content — similar content appearing on multiple sites, which may harm SEO
Dynamic Ad — a dynamic search ad generated automatically based on website content
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E
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Ecommerce — online commerce, buying and selling goods on the Internet
E-E-A-T (Experience, Expertise, Authority, Trust) — content quality criteria determining how useful content is for users
Email Marketing — email campaigns, marketing via email
Emoji Reaction Sticker — an emoji reaction sticker in Stories
Engaged Accounts — accounts that interacted with the content
Engagement — a metric showing user interaction with content — likes, comments, etc.
Engagement Rate (ER) — the index measuring how actively the audience interacts with content
Evergreen Content — content that remains relevant for a long period of time
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F
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FAQ — frequently asked questions
Feed — news feed on social media
Feed in SMM — the sequence or layout of posts in a social media profile
Figure out — to find a solution to a problem
Followers — users who subscribe to an account
Following — accounts a user is subscribed to
Footage — an effect or filter used when recording video
Fraud — unwanted traffic generated through fraudulent methods to imitate KPIs and receive compensation
Friendly URL — a simple, user-friendly webpage address
Funnel — sales funnel, a model showing the user’s path from discovering a product to purchasing it
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G
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Gamification — adding game elements to everyday tasks to make the process more engaging
Geo Target — showing ads to users in a specific region
Geo Tag — a location marker in a post or story indicating where the content is created
Giveaway — a promotional campaign where a brand or influencer offers a prize in exchange for user engagement
Go Live — to start a live broadcast
Google Analytics — Google’s service for analyzing website traffic, user behavior, and conversions
Google Business — Google’s tool for adding a company to Google Maps
Google Top — the list of the most relevant pages displayed at the top of search results
Google Update — a Google algorithm update that affects website rankings in search results
Go Viral — to spread rapidly across the Internet
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H
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Hashtag — the “#” symbol used with keywords to help users find specific content on social media
Hashtag challenge — a challenge in which users participate by using a specific hashtag
Highlights — saved Stories
Hook — an unusual or intriguing headline designed to capture users’ attention
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I
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IAP (In-App Purchases) — a feature allowing users to purchase digital goods or services within a mobile app
Impression — demonstrating an ad to a user
Independent Developer — a software developer who works independently without support from large companies
Influencer — a person with a large number of active social media followers who can influence their behavior through the content they publish
Influence marketing — a strategy for promoting products or services through influencers
Infographics — a visual representation of information designed for quick and easy understanding
Insights — analytics / statistics
Insights Overview — general analytics / overall statistics
Intent — the user’s purpose when entering a search query online
Internal Linking — creating internal links between website pages for fast and convenient navigation
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K
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Keyword — a word or phrase that helps a search engine quickly find information online
Keyword Density — a metric showing how frequently a keyword appears on a page
Keyword Research — the process of identifying the keywords by which a page will be ranked
Keep up with — to keep up-to-date with the latest events while working on a project
KPI (Key Performance Indicator) —a metric used to measure effectiveness
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L
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Lookalike (LaL) Audience — a method for identifying a new audience whose behavior resembles that of an existing customer base
Landing Page — the webpage of a company, service, or product that a user is taken to after clicking an ad
Launch Product — the stage when a product enters the market
Lead — a potential customer
Lead (in copywriting) — introduction that reveals the main idea of the text
Lead Form — an online form used to collect leads’ contact information
Lead Generation — attracting users in order to sell goods or services
Lead Magnet — a piece of free content or an offer provided to attract leads and obtain their contact details
Link Building — the process of creating a network of backlinks from other websites to yours to increase its authority in search engines
Live Video — a live video broadcast on the Internet
Localisation — adapting content or software to the characteristics of a specific region (language, cultural aspects, etc.) to attract an international audience
Local SEO — optimization aimed at improving rankings for local search queries
Log in — to sign in to an account
Log out — to sign out of an account
Longread — a long-form article
Long Tail — specific, less popular phrases that usually bring more targeted traffic
Loop — automatic replay of video content
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M
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Manual — instructions for using a specific product
Margin — the profit from the sale
Mass Liking — a social media promotion method that involves automatically liking posts and comments of other users using special services or bots
Meet or Call — a video or audio meeting online
Meme — humorous content that spreads quickly on the Internet
Meta Tags — HTML tags that give search engines an understanding of a page’s content
Mobile Marketing — advertising messages delivered on mobile devices
Mobile Optimization — adaptation of websites for mobile devices
Monetisation — turning an activity into a source of income
MQL (Marketing Qualified Lead) — a potential customer who shows interest in a product or service and meets the criteria set by the company’s marketing department
Multimedia — the use of various forms of information delivery — text, graphics, audio, video, and animation
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N
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Native Advertising — paid promotional content placed on popular websites in the form of regular content typical for those platforms
Newsbreak — a specific event that becomes the basis for interesting content
Nickname — a username on a social network
Niche — a specific market segment with its own needs and interests
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O
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Offer — a job offer that includes the job description and candidate requirements
Organic Traffic — traffic when users visit a website by finding it through a search engine rather than through ads
Outreach — publishing articles by contacting website owners, media outlets, bloggers, and journalists
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P
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Page Rank — a link-ranking algorithm that shows how important a page is for a search engine
Page Speed — page loading speed
Page Views — the number of page views
Paid Social / Paid Influencer — an influencer who is paid to mention a specific product or service in their blog
Parsing — a method of fast information processing, or rather a syntactic analysis of data posted on web pages
Phishing — online fraud aimed at obtaining confidential information
Plug and Play — a characteristic of software or apps that are easy to install and do not require complex setup
Podcast — a series of audio or video content on a specific topic
Podcasting — creating and hosting podcasts
Post — a publication
PPC (Pay-Per-Click) — an online advertising model where the advertiser pays a set amount for each click on their ad
PPC specialist — a specialist who sets up and analyzes online advertising campaigns that are paid per click
Pay-Per-Lead (PPL) — a digital marketing payment model where the advertiser pays for each potential client who completes a conversion
Prospect — a person or company interested in your product or service and likely to become a client
Publisher — a company that produces and helps release mobile applications
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Q
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Quality Score — a quality rating of ads, keywords, and landing pages that determines cost and affects ad placement
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R
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Ramp up — an increase or acceleration of activity
Ranking — determining a website’s position in search engine results for a specific query
Ranking Factors — criteria by which a search engine determines a website’s position in search results
Rating and Reviews — user ratings and reviews that influence potential customers’ decisions to buy a product, use a service, download an app, etc.
Redirect — an automatic transfer of a user from one page to another
Relevancy — how well content matches users’ interests and search queries
Retargeting / Remarketing — an online advertising format that shows ads to users who have previously visited your site but did not convert
Reply — a response
Repost — sharing existing content with your own audience
Request — a query
Types of requests:
- Informational request — a query aimed at obtaining information on a specific topic
- Commercial request — a query related to researching a product before purchasing it
- Local request — a query seeking information within a specific geographic area
- Navigational request — used when a user wants to go to a particular website
- Transactional request — appears when a user wants to buy something, download something, or perform another transaction
Request frequency types:
- High-frequency request (HF) — a frequently used search query
- Mid-frequency request (MF) — a query with a moderate number of searches
- Low-frequency request (LF) — a narrowly targeted query with a small number of searches
- Ultra-low-frequency request (ULF) — a very specific query that is used very rarely
Retention Rate — the percentage of users who continue using an app for a certain period of time after downloading it
Rewriter — a person who rewrites existing texts, changing their form or structure, adding details, and creating uniqueness
ROI (Return on Investment) — a metric that measures investment profitability by showing the profit or loss relative to invested funds
ROMI (Return On Marketing Investment) — a metric that shows the ratio between the profit generated and the resources spent on marketing
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S
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Sales — a person responsible for selling a product or service
Scale up — expanding or growing a business or project
Schema Markup — schema markup code that helps search engines understand website content
Search System — a search engine used by users to find information online
Search Ads — ads in app stores that allow an app to appear higher in search results
Search Network — a network where ads appear in response to a search query
Search Engine Marketing (SEM) — marketing in search engines
SEO (Search Engine Optimization) — optimizing website content to gain traffic from organic (unpaid) search results and attract more visitors
SEO Audit — analysis and evaluation of a website to identify and fix issues that prevent it from ranking well in search
SEO Copywriting — creating content using SEO optimization to improve website visibility
Selling Text — a text designed to drive sales
Sensitive Content — potentially sensitive or inappropriate content
Sender Reputation — the reputation of email senders, evaluated by email services based on spam complaints, open rates, etc.
SERM (Search Engine Reputation Management) — managing and improving a brand’s online reputation through search engines
SERP (Search Engine Results Page) — the search engine results page shown in response to a query
SFS (Shout Out For Shout Out) — a promotion method where users mention you on their account, and you mention selected authors in return
Shadowban — hidden blocking where content loses visibility without notifying the user
Shares — the number of times users have shared content with others
Sign in — to log into an account
Sitemap — a file listing website pages available for search engine indexing
SMM (Social Media Marketing) — a marketing field focused on promoting products, services, or brands through social media
Snippet — a brief extract shown in search results to preview a page’s content
Social Signals — social media interactions that influence SEO
Spam Score — a parameter showing the likelihood that a site may be considered spam
Split Testing / A/B Testing — testing multiple versions of a site or ad to increase conversions
Sponsored Content — content sponsored by an advertiser
Sprint — a short period (2–4 weeks) during which a team works on a defined set of tasks
SQL (Sales Qualified Lead) — a potential customer showing enough interest for the sales team to begin working with them
Stakeholders — all parties interested in an organization’s activities — customers, partners, employees
Stop Words — words used in text creation that carry no meaning
Stories — short videos or images on social media available for 24 hours
Storytelling — presenting stories that evoke emotional reactions and help create a positive brand or product image
Subtitles — on-screen text representing audio in a video, allowing viewing without sound
Suggest — search suggestions based on frequent queries
SWOT analysis — evaluation of strengths, weaknesses, opportunities, and threats used for strategic planning
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T
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Target — setting up ads to show to a specific audience
Targeting — showing ads to users based on their interests, location, age, etc.
Task — an assignment to be completed
Text Ads — text ads in search engines
Time Management — skills for organizing your time to work as efficiently as possible
Title — an HTML tag that describes the content of a page
Top chart — a list of popular apps
Traffic — the flow of users visiting a company’s website via ads, social media, or newsletters
Trend — content that is popular for a short period of time
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U
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User-Generated Content / User-Created Content — content created by users as feedback or reviews for a product or service
Unique Page Views — the number of individual users who visited a webpage
UPD — a status update or new information regarding anything
Upselling — offering a more expensive or enhanced version of a product or service
URL Structure — the organization and format of a website’s page addresses, important for SEO
User Experience — the experience of a user while visiting a website
USP (Unique Selling Proposition) — a clearly defined advantage of a product or service compared to what competitors offer
UTM codes / UTM tags (Urchin Tracking Module) — a URL parameter used to track information about link clicks
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V
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Validation — confirmation or verification
Views — the total number of content views
Virality — the tendency of content to spread quickly
Viral Content — content that spreads rapidly and becomes popular
Visitors — people visiting a website, account, or page
Vlog — a video blog or a series of videos available online
Voice Search Optimization — optimization of search queries performed by voice
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W
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Webinar — an online seminar
Widget — an interface element with a specific function on a website or in an app
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