Digital Marketing Terminology – What Does it All Mean?

The other day, our team got into a debate about certain terminology revolving around Digital Marketing – social media to be exact. Perhaps the generational gap may have a hand in our perception of certain terms, but it gave me inspiration to write this post. There are a lot of fancy words and terms thrown around when it comes to digital marketing, so what are some of the most common ones and what the heck do they mean? Consider this a jargon free Digital Marketing terminology guide for beginners.

SEO (Search Engine Optimization)

Also known as Google juice. SEO is an ongoing process of making a website’s content relevant to both search engines and searchers.

KPI (Key Performance Indicators)

A key performance indicator is a measurable value that lets you evaluate your success. These help you understand whether you’re reaching your set business goals and objectives.

PPC (Pay Per Click)

PPC is involved in internet marketing and refers to advertisers paying for every click on their ad. Advertisers have their ad strategically placed on the internet, and every time a potential customer clicks through to their website the advertiser pays for that click.


Impressions or views are the amount of times your content or ad has been displayed.

CTR (Click Through Rate)

Click through rate is the percentage of users who have clicked through a specific link out of the total users who have viewed. Clicks / Impressions = Click Through Rate. The higher the click through rate the better.

CPM (Cost Per Mille)

Cost per mille, or cost per thousand is the price model for online advertising. Companies are generally charged per thousand impressions on their ad. CPM makes the most sense when trying to create brand awareness.

ROI (Return on Investment)

Return on investment (Amount Earned / Amount Spent) basically sums up to: are you getting back more than what you’re putting in? Are you seeing results from your marketing efforts? Marketing is a powerful tool, so make sure you’re spending wisely and allocating your budget to what works.


This is the word or phrase that your potential clients are typing into Google to find your business. Make sure you’re using relevant and specific keywords.


A conversion is when someone completes a goal you have set on your site. This could be anything from filling out a form, subscribing to a mailing list, or making a purchase.  


Engagement is the number of times people interact with your content. Likes, shares, and comments are all forms of engagement.


A blog, also known as a ‘web log’ is regularly updated content on a website, and is typically a little bit more informal.

Social Network

Social Network is an array of online platforms where users share content and communicate with one another.