17 Marketing Terms Every Business Needs to Know

Does marketing terminology leave you baffled? You’re not alone. More and more terms are added to the digital marketing vocabulary as technology continues to develop.

Don’t worry: we’ve put together a top list of the essential marketing terms that you need to know.

Top Marketing Terms You Need to Know

Don’t worry if marketing jargon has you confused – this glossary of terms will help you to understand the latest in marketing trends and strategies.

A/B Testing

This is when you create different versions of the same campaign to learn more about your customers.

For example, you could send an email to a group of customers, but use a different subject line for half of the recipients. When you study the data after sending, you can see which subject line was more popular, resulting in more opens and clickthroughs.

Bounce Rate

A bounce rate shows how often people leave a web page without doing anything on it.

You want to aim to reduce bounce rates wherever you can. This could be done by including high-visibility call to action buttons, improving the website layout, or re-writing copy.

Quality Sessions

This is a relatively new tool introduced by Google Analytics in 2017. You can only see quality session information if your website has processed one thousand transactions in the last 30 days.

You want to aim for the high scores, based on the scale of 1-100. The session quality is determined by the number of transactions completed on your website in a single session.

Remember, though, that this means a repeat visitor may not be counted. A user may visit several times to research a purchase, resulting in a low session score. The same user returns to make the purchase at a later date, and this single session is recorded as a high-quality session.

Quality Score

Your quality score determines how relevant and effective your adverts are. The more transactions that are completed because a user clicked on your advert, the higher your score.

The score is a scale of 1-10, with 10 being the best score. If you have low-quality scores, it’s time to revise the wording and audience targeting of your adverts.


An impressions metric shows how many times your page, social media post, or advert was viewed. The same page could be viewed by the same user multiple times, and this counts as multiple impressions.


A backlink is a hyperlink from another site to your website. These help search engines to recognize your site as an ‘authority’.

The higher your authority, the better your search ranking will be. Backlinks from other reputable sources, such as industry publications, help to boost your ranking more than lots of links from less-reputable sources.

On-Site SEO

SEO stands for Search Engine Optimization. This is everything you can do on your website to make it as relevant for search results as possible.

Keywords are used in website copy, for example, that reflect terms often searched for by users. The more relevant the on-site content of a website, the more likely your site will rank well in search results.

Other examples include adapting the HTML code and ensuring metadata (described below) all reflect the on-page content. This essentially tells a search engine what a user will see when they select your website from search results.

Off-Site SEO

Off-site SEO includes activity you do to improve the authority of your website. Backlinks are the main source of off-site SEO.

A search engine uses off-site SEO as part of the algorithm it uses to determine the trustworthiness and relevance of your website related to a search query.

You can build off-site SEO with guest posts, affiliate programs, and online directory listings.

Landing Page

This is a web page designed to create a specific action when a user ‘lands’ on it. For example, a customer could sign up to your newsletter using an online form on a landing page.

Google AdWords

The search engine adverts that you see when you input a search query are all created by Google Adwords. The paid adverts show as relevant results above organic links, increasing the traffic rate to your website.

You can create multiple campaigns with highly targeted audiences and keywords. This keeps your cost low and conversion rate high, as your Adwords adverts will only appear to the most relevant users.


These are online ads that you only pay for when a user clicks on them. You pay for the click regardless of whether the user completes a transaction on your website.

Pay-per-click (PPC) is used on many platforms, such as Google AdWords and Facebook advertising. It helps to keep costs low, as many people can see your ad but you only pay when someone clicks.

The cost of adverts will vary depending on the target audience and the keywords you use. The more popular the audience and the keyword, the higher your ‘bid’ price – that’s the cost of each click.

IYP Sites

Internet yellow pages (IYP) sites are online directories that list your business. These can be free or paid-for directories.

Listing your business in directories helps to build off-site SEO. This, in turn, will help to boost your ranking in search results, as the search engine will see your website as more trustworthy than a site without such backlinks.

Responsive Website

A responsive website adapts to the screen on which it is viewed. This means it can change in appearance for a desktop or a mobile device.

Google ranks responsive websites more highly than non-responsive sites. This is because more people use mobile devices for searches than desktops.

A responsive website changes in appearance, or might limit actions and accessible pages on a mobile device, to make the experience easy for a mobile user.


The search algorithms used by Google and other search engines determine how well your website will rank in search results.

It takes into account a wide range of factors, such as the age of your site and when it was last updated, site trustworthiness, off-site reputation, and on-site content.

The algorithm is designed to determine how relevant your website is in relation to a specific user search query.

Ad Copy

Your online adverts need text: this is called ad copy.

You will find that you need a headline and a short description for each advert. It’s important to use relevant keywords in your ad copy, to improve the likelihood that your ad will be shown in search results.

SEO Title

The SEO title is the clickable link that is shown in search results. It is also shown when someone shares your page on social media. You can also see it in your internet browser’s page tab.

Each page’s SEO title needs to have relevant keywords that indicate the content of the page. This can be changed with HTML code if the URL doesn’t match the SEO title.

You should keep your SEO title below 60 characters. This will ensure that most (if not all) of the title can be read on the search result page. A longer title will still only show the first 60 characters.

Meta Description

This is the page summary that appears below the clickable link in a search result. It is a short section no longer than 320 characters, and you should include relevant keywords for that page.

Learn More About SEO

Many of the marketing terms above are related to SEO. This is a complex field, so if you’re still scratching your head take a look at our guide to SEO for more information.