Digital Marketing & SEO Vocabulary: 100 Key English Terms
Digital marketing runs on English: ad platforms, analytics tools, SEO guides and agency reports all share the same vocabulary, and many terms such as SEO, CTR or landing page stay in English in Turkish offices too. Knowing these words helps marketers read platform documentation, work with clients and international teams, and explain campaign results with confidence.
100 terms
9 topics
41 core terms
200 example sentences
Read, understand, keep going
No account needed. Read the meaning, see where the term is used, then study the examples. Click any word in the lesson for help. You can also select a word and press Alt + Enter.
Digital Marketing Fundamentals
target audience
noun
Meaning
The specific group of people a campaign, product or message is meant to reach, described by things like age, location, interests or needs.
Where you use it
Used at the start of almost every brief and campaign plan. You define, reach and understand a target audience. In ad platforms, 'audience' alone often means a saved list of people you can target.
Examples
Our target audience is small business owners who do their own bookkeeping.
The creative is fun, but is it right for this target audience?
Common phrases
define the target audience · reach the target audience · core audience · audience insights
A model of the stages people go through, from first hearing about a brand to buying, with fewer people at each step, like the shape of a funnel.
Where you use it
Often called the marketing funnel or sales funnel. Marketers talk about the top, middle and bottom of the funnel (TOFU, MOFU, BOFU) and move people down the funnel. 'Full-funnel' means covering every stage.
Examples
These blog posts are top-of-the-funnel content; they're not meant to sell.
We lose most people between the product page and the cart, so let's fix that part of the funnel first.
Common phrases
top of the funnel · bottom of the funnel · sales funnel · move down the funnel · full-funnel strategy
A planned set of marketing activities with a shared goal, budget and time frame, such as a product launch or a summer sale.
Where you use it
Used for big multi-channel plans and also for a single campaign inside an ad account. You plan, launch, run, pause and wrap up a campaign, then report on its results.
Examples
We're launching the back-to-school campaign on 15 August.
Pause the campaign for now; the new stock won't arrive until next week.
Usage note
The 'g' is silent: say 'cam-PAIN'.
Common phrases
launch a campaign · run a campaign · pause a campaign · campaign budget · campaign performance
A person or company that has shown interest in a product, for example by filling in a form, and who may become a customer.
Where you use it
Very common in B2B, real estate, education and services. Campaigns generate or capture leads, sales teams follow up on them, and leads are often scored as hot, warm or cold. MQL means marketing qualified lead.
Examples
The webinar brought in 340 leads, but sales says only a few are qualified.
Every new lead gets a welcome email within five minutes.
Usage note
This 'lead' rhymes with 'need'. The metal lead is pronounced like 'led'.
Common phrases
generate leads · lead generation · qualified lead · follow up on a lead · cost per lead
To bring visitors to a website, store or app, for example through ads, search results, social posts or email.
Where you use it
A very common phrase in plans and reports. Channels, campaigns and content drive traffic to a page; 'drive' also goes with sales, leads and engagement.
Examples
We want the podcast to drive traffic to the online course.
Which channel drives the most traffic to the store locator page?
Common phrases
drive traffic to a site · drive sales · drive engagement · drive qualified traffic
How familiar people are with a brand, and how easily they recognize it or remember it when they need that kind of product.
Where you use it
Used as a campaign goal at the top of the funnel. Teams build, raise or measure brand awareness, often with reach, video views, branded searches or surveys. Its results are harder to link to sales than clicks are.
Examples
The TV and YouTube campaign is about brand awareness, not direct sales.
Branded searches went up 30% during the brand awareness campaign.
Short for business-to-business: selling products or services to other companies rather than to individual consumers.
Where you use it
Often used like an adjective (B2B marketing, B2B leads) and contrasted with B2C, business-to-consumer. B2B marketing usually has longer sales cycles and more decision-makers, and relies more on leads and content.
Examples
In B2B, a single deal can take six months and involve five decision-makers.
Our B2B clients find us mainly through LinkedIn and webinars.
A short, semi-fictional profile of a typical customer, based on research, that describes their goals, problems, habits and how they make decisions.
Where you use it
Used in strategy documents and content planning. Teams create, research and update buyer personas, and often give them names such as 'Marketing Manager Melis'. Also called a customer persona or marketing persona.
Examples
Which buyer persona is this campaign for: the IT manager or the finance director?
We built three buyer personas from customer interviews and sales data.
Common phrases
create a buyer persona · persona research · customer persona · target persona
All the steps and interactions a person goes through with a brand, from first hearing about it to buying and using the product.
Where you use it
Used in strategy, UX and analytics. Teams map the customer journey, find gaps or pain points in it and plan messages for each stage. Touchpoints are the individual moments of contact along the journey.
Examples
Our customer journey usually starts with a search, then a review site, then our app.
Let's map the customer journey for first-time buyers before we plan the emails.
Common phrases
map the customer journey · customer journey map · stage of the journey · touchpoint
Short for search engine optimization: the work of improving a website so that it appears higher in unpaid search results and gets more visitors.
Where you use it
Used every day in agencies and in-house teams. People do SEO, work in SEO or hire an SEO specialist; 'an SEO' can also mean a person who does this job. It is usually contrasted with paid search.
Examples
We need better SEO on the product pages; most of them don't rank for anything.
Our SEO agency sends a ranking report on the first Monday of every month.
Usage note
In English, SEO is always said letter by letter (S-E-O), not as one word like 'seo' in Turkish.
Common phrases
SEO strategy · SEO audit · SEO-friendly · SEO specialist · improve SEO
A word or phrase that people type into a search engine, and that marketers choose to target with their pages or ads.
Where you use it
Central in both SEO and paid search. You research, target and bid on keywords, and track how a page ranks for a keyword. A keyword can be several words long, such as 'cheap flights to Izmir'.
Examples
Which keywords are bringing the most traffic to the blog?
We added 'free delivery' as a keyword to the shoe campaign.
Common phrases
keyword research · target keyword · keyword ranking · bid on a keyword · keyword list
Visitors who reach a website by clicking unpaid search results, rather than ads or other paid links.
Where you use it
A main success measure in SEO reports. Organic traffic grows, drops or recovers after an algorithm update. 'Organic' is also used for social media posts that are not paid for.
Examples
Organic traffic is up 18% since we updated the old guides.
Most of our organic traffic lands on just ten blog posts.
Common phrases
grow organic traffic · drop in organic traffic · organic search · organic sessions
Short for search engine results page: the page a search engine shows after someone searches, with ads, links and other types of results.
Where you use it
Used by SEO and paid search specialists when they talk about what users actually see. People check the SERP for a keyword, talk about SERP features such as maps and featured snippets, and track positions on the first SERP.
Examples
Before writing the article, look at the SERP and see what kind of pages Google is showing.
Four ads now appear above the organic results on this SERP.
Usage note
SERP is pronounced as one word, like 'surp'. The plural is SERPs.
Common phrases
SERP features · SERP position · check the SERP · SERP analysis
To appear in a particular position in search results; in SEO, a page ranks for a keyword when it shows up in the results for that search.
Where you use it
Used constantly with 'for': a page ranks for a keyword, ranks first, ranks on page one or ranks well. The noun forms are 'rank', 'ranking' and 'rankings'.
Examples
Our guide ranks third for 'how to start a podcast'.
It took four months for the new page to rank on page one.
Common phrases
rank for a keyword · rank first · rank higher · keyword rankings
The real goal behind a search, for example to learn something, find a specific site, compare options or buy something.
Where you use it
Used when choosing keywords and planning pages. SEO teams try to match or satisfy search intent, and often group it into informational, navigational, commercial and transactional intent.
Examples
People searching 'best running shoes' want comparisons, so a single product page won't match the search intent.
Check the search intent before you pick a keyword for the article.
Common phrases
match search intent · user intent · informational intent · transactional intent
A short summary of a web page written in its HTML code, which search engines may show under the page title in search results.
Where you use it
Written by SEO specialists and content editors for each important page. It is not a direct ranking factor, but a good one can raise click-through rate. Search engines sometimes show other text from the page instead.
Examples
Half of the product pages have no meta description, so Google is pulling random text.
We rewrote the meta descriptions to mention the price and free delivery.
Common phrases
write a meta description · missing meta description · meta tags · meta title
The HTML element that gives a page its title; search engines usually show it as the clickable headline of a search result.
Where you use it
One of the first things checked in an SEO audit. You write, optimize or shorten a title tag, and the main keyword is often placed near the start. Also called the SEO title or meta title.
Examples
The title tag on the home page just says 'Home'; that tells Google nothing.
Let's test a new title tag with the price in it and see if clicks go up.
Common phrases
write a title tag · optimize title tags · duplicate title tags · SEO title
The SEO work of getting other websites to link to your pages, for example through useful content, digital PR or partnerships.
Where you use it
A standard part of off-page SEO. Agencies offer link-building services and run link-building campaigns. Buying links or taking part in link schemes is against search engine guidelines and carries risk.
Examples
Our link building this year will focus on industry reports that journalists can cite.
The previous agency's link building was mostly paid links from low-quality blogs.
Common phrases
link-building strategy · link-building campaign · white-hat link building · outreach
A longer, more specific search phrase that fewer people search for, but that usually shows clearer intent and faces less competition.
Where you use it
Used when planning blog content and lower-cost ad campaigns. Teams target or rank for long-tail keywords; 'the long tail' is the large group of these low-volume searches. The opposite is a short-tail or head keyword.
Examples
'Running shoes' is too competitive; let's go after long-tail keywords like 'running shoes for flat feet'.
Each long-tail keyword brings little traffic, but together they bring half of our sales.
SEO work done on the page itself, such as improving the content, headings, title tag, images and internal links.
Where you use it
Contrasted with off-page SEO (links and mentions from other sites) and technical SEO (how the site is built). Specialists check and improve on-page SEO page by page, often with a checklist.
Examples
The on-page SEO is fine; the problem is that nobody links to the page.
Can you do an on-page SEO check on the new service pages before launch?
Common phrases
on-page SEO checklist · on-page optimization · on-page and off-page SEO · internal links
SEO work on how a site is built, so that search engines can crawl, render and index it; it covers things like speed, redirects and sitemaps.
Where you use it
Usually shared between SEO specialists and developers. A technical SEO audit finds issues such as broken links, slow pages, duplicate URLs or pages blocked from indexing.
Examples
The technical SEO audit found 4,000 pages blocked by a single line in robots.txt.
We need a developer who understands technical SEO for the site migration.
Common phrases
technical SEO audit · technical SEO issues · fix technical SEO · site speed
To visit web pages automatically and follow their links, which is how search engine bots discover and read content.
Where you use it
Used about search engines (Google crawls the site) and SEO tools (we crawled the site to find errors). The bots are called crawlers or spiders. A page has to be crawled before it can be indexed.
Examples
Google crawled the new pages within two days of launch.
Let's crawl the site with an SEO tool to find broken links.
Common phrases
crawl a site · crawl budget · crawl errors · search engine crawler
To add a web page to a search engine's database so that it can appear in search results. As a noun, 'index' is that database itself.
Where you use it
Used as a verb (Google hasn't indexed the page yet) and a noun (the page is in Google's index). 'Noindex' is a tag that tells search engines not to index a page.
Examples
The new blog post still isn't indexed after a week.
We don't want the thank-you page indexed, so add a noindex tag.
Common phrases
index a page · noindex tag · Google's index · indexing issues
A highlighted answer box that a search engine may show at or near the top of the results, with text taken from one web page.
Where you use it
SEO teams try to win the featured snippet for question-style keywords by answering clearly in a short paragraph, list or table. Sometimes called 'position zero'.
Examples
We won the featured snippet for 'how long to boil an egg', and clicks tripled.
A competitor's table took our featured snippet last week.
Common phrases
win the featured snippet · featured snippet optimization · position zero · SERP features
The visible, clickable words of a link, which help users and search engines understand what the linked page is about.
Where you use it
Used when discussing internal links and backlinks. Good anchor text is descriptive, while 'click here' tells readers little. Too many links with exactly the same keyword as anchor text can look unnatural to search engines.
Examples
Change the anchor text from 'read more' to 'see our pricing plans'.
Most backlinks use our brand name as the anchor text, which looks natural.
Common phrases
descriptive anchor text · exact-match anchor text · internal links · optimize anchor text
A short written description of an image in a page's code, read aloud by screen readers and used by search engines to understand the image.
Where you use it
Important for both accessibility and image SEO. Editors write alt text for every meaningful image, while purely decorative images can have empty alt text. It comes from the HTML 'alt' attribute.
Examples
None of the product photos have alt text, so screen readers just say 'image'.
Write alt text that describes the image, not a list of keywords.
Usage note
'Alt' is short for 'alternative'; it has nothing to do with the Turkish word 'alt' (below).
Common phrases
add alt text · write alt text · image alt text · missing alt text
A file, usually in XML format, that lists the important pages of a website so that search engines can find and crawl them more easily.
Where you use it
SEO specialists create, update and submit sitemaps, for example in Google Search Console. A sitemap helps search engines discover pages but does not guarantee indexing. An HTML sitemap is a page for human visitors.
Examples
The sitemap still lists 300 old URLs that now redirect.
Submit the new sitemap in Search Console after the migration.
Common phrases
XML sitemap · submit a sitemap · update the sitemap · sitemap index
Improving a business's visibility in searches for a specific area, such as 'dentist near me', including map results and business profiles.
Where you use it
Essential for shops, restaurants, clinics and service businesses. Local SEO includes managing the Google Business Profile, collecting reviews and keeping the business name, address and phone number (NAP) consistent online.
Examples
For a dental clinic, local SEO matters more than ranking nationally.
Our local SEO improved once we fixed the old address on three directory sites.
Common phrases
local SEO strategy · local search · local pack · Google Business Profile
A redirect that permanently sends users and search engines from an old URL to a new one, so the new page can take over the old page's rankings.
Where you use it
Used in site migrations, URL changes and when pages are merged. Developers set up 301 redirects, and SEO teams check for redirect chains and loops. A 302 redirect is temporary. The number comes from the HTTP status code.
Examples
Set up 301 redirects from the old product URLs before the new site goes live.
We lost traffic because the 301 redirects sent every old page to the home page.
Common phrases
set up a 301 redirect · redirect chain · 301 vs 302 · permanent redirect
Short for pay-per-click: an advertising model in which the advertiser pays each time someone clicks an ad, not when the ad is shown.
Where you use it
Often used as a name for the whole paid search channel: a PPC campaign, a PPC manager, the PPC budget. Common on Google Ads and Microsoft Advertising, and also used for social ads charged per click.
Examples
We moved part of the PPC budget to brand keywords before the holiday sale.
She has five years of PPC experience, mostly in e-commerce.
A single time an ad, post or search result is shown on someone's screen, whether or not the person clicks or even notices it.
Where you use it
A basic metric in every ad platform and in Google Search Console. Campaigns get or generate impressions, and costs are often counted per thousand impressions (CPM). Do not confuse it with reach, which counts people, not views.
Examples
The video ad got 200,000 impressions but very few clicks.
Impressions dropped after we lowered the daily budget.
Usage note
In everyday English, 'impression' means the feeling or opinion you form about someone. In marketing, it is simply one display of an ad or result.
Common phrases
get impressions · impression share · cost per thousand impressions · total impressions
Short for cost per click: the amount an advertiser pays for one click on an ad, often reported as an average over a campaign.
Where you use it
A daily metric in paid search and social ads. CPCs rise in competitive periods such as Black Friday. People talk about average CPC, max CPC (the highest amount you are willing to bid) and lowering the CPC.
Examples
Our average CPC doubled in November because every retailer was bidding on the same keywords.
Choosing which people will see an ad, based on things such as location, age, interests, behavior or the keywords they search for.
Where you use it
Used in every ad platform. You set up, narrow, broaden or refine targeting; the verb is 'target' (target young parents in Ankara). Privacy rules and cookie changes have made some detailed targeting harder.
Examples
The targeting is too broad; we're paying for clicks from people outside the country.
We narrowed the targeting to people interested in camping and hiking.
Showing ads to people who have already visited a website, used an app or interacted with a brand, in order to bring them back.
Where you use it
A standard tactic in e-commerce. You run retargeting ads or campaigns, often for people who left items in their cart. 'Remarketing' means almost the same; Google uses that word, and some teams use it mainly for email.
Examples
Retargeting brings in a third of our online sales.
Exclude recent buyers from the retargeting audience.
The maximum amount an advertiser is willing to pay for a click, view or other result in an ad auction; the same word is also used as a verb.
Where you use it
Used in paid search and programmatic buying. You set, raise or lower a bid, and you bid on keywords. Many campaigns now use automated bid strategies that adjust bids for each auction.
Examples
Raise the bid on the brand keywords; a competitor is showing above us.
We switched to an automated bid strategy last month.
Common phrases
set a bid · bid on keywords · bid strategy · raise the bid · max bid
The written text of an advertisement, such as the headlines and descriptions in a search ad or the text above an image in a social ad.
Where you use it
Used by PPC specialists and copywriters. You write, test, refresh and approve ad copy. 'Copy' is uncountable here: say 'the ad copy is too long', not 'an ad copy'.
Examples
The ad copy mentions free returns, but the website doesn't.
Can you write three versions of ad copy for the new campaign?
Usage note
'Copy' here does not mean a duplicate; it means written marketing text.
Common phrases
write ad copy · test ad copy · ad copy variations · refresh the ad copy
Short for return on ad spend: the revenue earned for each unit of money spent on advertising, shown as a ratio like 4:1 or a percentage like 400%.
Where you use it
A key metric in e-commerce ad accounts. You track and improve ROAS, and automated bidding can aim for a target ROAS. A high ROAS does not always mean profit, because product and other costs are not included.
Examples
The shopping campaign has a ROAS of 6, so every 100 lira we spend brings in 600 lira in sales.
We set a target ROAS of 400% for the new collection.
Usage note
Many marketers say ROAS as one word (roughly 'ROH-ass') rather than letter by letter.
Common phrases
target ROAS · improve ROAS · high ROAS · ROAS by campaign
Short for cost per mille: the price an advertiser pays for one thousand impressions of an ad. 'Mille' is Latin for thousand.
Where you use it
Common in display, video and social advertising, where the goal is visibility rather than clicks. CPMs rise in busy seasons. Also called cost per thousand impressions; vCPM counts only viewable impressions.
Examples
CPMs on social media almost always go up in the weeks before New Year.
We're buying this placement on a CPM basis, not per click.
Common phrases
average CPM · on a CPM basis · low CPM · viewable CPM
Short for cost per acquisition (or cost per action): the average amount spent on advertising to get one customer, lead or other conversion.
Where you use it
Used to compare channels and to set limits for campaigns: target CPA, maximum CPA. It is calculated as ad spend divided by conversions. In affiliate deals, CPA can also mean a model where partners are paid per action.
Examples
Our CPA on search is 120 lira, but on social it's over 300.
The campaign is set to a target CPA of 50 euros per sign-up.
Common phrases
target CPA · lower the CPA · average CPA · CPA bidding
A 1–10 rating that Google Ads gives to keywords, based on expected click-through rate, ad relevance and landing page experience.
Where you use it
A diagnostic number that PPC specialists check when costs are high. A low quality score often points to a mismatch between keyword, ad and landing page. Microsoft Advertising uses a similar score.
Examples
These keywords have a quality score of 3 because the ads send people to the home page.
After we built a matching landing page, the quality score went up to 8.
A word or phrase added to a paid search campaign so that the ads do not show for searches that contain it.
Where you use it
Used to stop wasted spend on irrelevant clicks. PPC teams add negative keywords and build lists of them, often after checking the search terms report. Typical examples for some businesses are 'free', 'jobs' or 'second-hand'.
Examples
Add 'free' as a negative keyword; we're paying for people looking for free templates.
The new negative keyword list saved us about 15% of the budget last month.
An ad audience made up of new people who share characteristics with an existing group, such as current customers or website visitors.
Where you use it
The name comes from Meta's ad tools, and other platforms offer similar options. Marketers create lookalikes from a source or seed audience, such as a customer list, to find new prospects.
Examples
The lookalike audience based on our top customers had the lowest cost per sale.
Create a 1% lookalike audience from people who bought in the last 180 days.
Visual online ads, such as banners, images and animations, shown on websites, apps and video platforms rather than in search results.
Where you use it
Mostly used for awareness and retargeting. Display ads are bought through networks such as the Google Display Network or through programmatic platforms, usually on a CPM basis. Their click-through rates are usually much lower than those of search ads.
Examples
Display advertising helped with awareness, but almost all sales came from search.
Exclude mobile game apps from our display advertising placements.
The visual and written material of an ad, such as its images, videos, headlines and text; often called 'ad creative'.
Where you use it
Used as a noun by agencies and paid social teams: we need new creative, the creative is tired, test three creatives. It can be uncountable (creative) or countable (creatives). The people who make it are 'the creative team'.
Examples
The ad's results dropped after three weeks, so we need fresh creative.
Upload four creatives: two videos and two static images.
Usage note
In general English, 'creative' is mostly an adjective (a creative person). In advertising, it is often a noun meaning the ad material itself.
Common phrases
ad creative · fresh creative · test creatives · creative brief · static creative
A keyword setting in paid search that controls how closely a search must match the keyword for an ad to show: broad, phrase or exact match.
Where you use it
A daily topic for PPC specialists. You choose, change or test match types; broad match reaches the most searches, while exact match gives the most control. In Google Ads, exact match keywords are written in square brackets and phrase match keywords in quotation marks.
Examples
Which match type should we use for the brand keywords?
We changed the match type to exact, and wasted clicks dropped sharply.
Common phrases
broad match · phrase match · exact match · keyword match type
Buying and selling digital ad space automatically through software and real-time auctions, instead of negotiating directly with each website.
Where you use it
Common in display, video, audio and connected TV ads. Advertisers buy through a demand-side platform (DSP), and publishers sell through a supply-side platform (SSP). People also say 'programmatic' alone: we moved budget to programmatic.
Examples
Programmatic advertising lets us reach the same audience on hundreds of news sites at once.
The agency runs our programmatic advertising through a DSP and sends a weekly placement report.
The ways people actively interact with content, such as liking, commenting, sharing, saving or clicking, rather than just seeing it.
Where you use it
Central in social media reports. Posts get or drive engagement; 'engagement rate' compares interactions with reach or followers. Each platform counts engagement slightly differently.
Examples
Carousel posts get much more engagement than single images on our account.
Engagement was strong, but almost nobody clicked through to the website.
Usage note
In everyday English, 'engagement' also means an agreement to marry. The context makes the meaning clear.
The number of different people who saw a piece of content or an ad at least once during a period.
Where you use it
Used on social platforms and in media planning. Reach counts people, while impressions count every view, so impressions are always equal to or higher than reach. Reach can be organic or paid.
Examples
The post had a reach of 45,000, with almost 90,000 impressions.
Organic reach on our page keeps falling, so we need a small paid budget.
Common phrases
organic reach · paid reach · extend reach · reach and frequency
The automated set of rules a platform uses to decide which posts, videos or search results each user sees, and in what order.
Where you use it
Marketers often talk about 'the algorithm' as if it were a person: it favors, rewards, pushes or hides content. Search engines and social platforms also make algorithm updates that can change results quickly.
Examples
The algorithm seems to favor videos that keep people watching until the end.
After the last algorithm update, several of our pages dropped to page two.
Usage note
Stress the first syllable: AL-go-rith-um. The 'th' sounds like the one in 'this'.
Common phrases
algorithm update · the algorithm favors · algorithm change · beat the algorithm
Photos, videos, reviews and posts about a brand that are created by its customers or fans rather than by the brand itself.
Where you use it
Usually shortened to UGC. Brands collect, share and encourage UGC, for example with hashtags or contests, and usually ask the owner's permission before using it in ads. 'UGC creators' are paid to make content that looks customer-made.
Examples
Customer photos on the product page are our best-performing user-generated content.
We'll repost user-generated content from the campaign hashtag every Friday.
Common phrases
UGC campaign · encourage user-generated content · repost UGC · UGC creators
To spread very quickly and widely online as huge numbers of people share, comment on or watch something in a short time.
Where you use it
Used in everyday team talk about posts and videos: the video went viral overnight. Clients often ask for content that will go viral, but this is very hard to plan. 'Viral' is also an adjective: a viral post.
Examples
The behind-the-scenes video went viral and brought 20,000 new followers in two days.
We can't promise it will go viral, but we can make it easy to share.
Usage note
English 'viral' is pronounced VY-rul, with the vowel of 'eye', not 'vee-ral' as in Turkish.
Common phrases
go viral overnight · viral video · viral post · viral campaign
To pay to show an existing social media post to more people, or more generally to increase something such as reach or sales.
Where you use it
On Facebook and Instagram, 'Boost post' is a button that turns a normal post into a simple ad. Marketers boost a post, boost reach or boost sales. A full campaign in the ads manager gives more control than boosting.
Examples
Should we boost the giveaway post or run it as a proper campaign?
We boosted the post with 500 lira and reached 60,000 people.
Common phrases
boost a post · boost reach · boost sales · boosted post
Currently very popular and being talked about by many people online, especially on social media.
Where you use it
Used for topics, hashtags, sounds and videos: a trending topic, trending audio. Social teams watch what is trending and decide quickly whether a trend fits the brand.
Examples
This sound is trending right now; can we make a quick video with it today?
The hashtag was trending for two days after the launch event.
Monitoring social media and the web for mentions of a brand, its competitors or certain topics, and analyzing what people say to guide decisions.
Where you use it
Done with special tools by social media and PR teams. Social listening helps spot complaints, trends and crises early. It goes beyond simple monitoring because it looks at overall sentiment and patterns, not just single mentions.
Examples
Social listening showed that people love the product but hate the packaging.
Our social listening tool flagged a spike in complaints about delivery delays.
Common phrases
social listening tool · brand mentions · sentiment analysis · share of voice
Short videos, usually vertical and often under a minute, made for platforms such as TikTok, Instagram Reels and YouTube Shorts.
Where you use it
A major format in social media plans. Teams film, edit and post short-form video, often with trending sounds and a strong hook in the first seconds. The opposite is long-form video, such as full YouTube videos or webinars.
Examples
Short-form video now gets three times the reach of our photo posts.
We cut the webinar into ten pieces of short-form video for Reels and Shorts.
Common phrases
short-form video content · vertical video · a strong hook · long-form video
Attracting and keeping an audience by publishing useful or interesting material, such as articles, videos and guides, instead of relying only on direct ads.
Where you use it
Used for both the strategy and the team that does it. Companies invest in content marketing to build trust, support SEO and generate leads; results usually take months rather than days.
Examples
Our content marketing focuses on how-to guides for first-time home buyers.
She leads content marketing at a software company in Istanbul.
Common phrases
content marketing strategy · content marketing team · invest in content marketing · B2B content marketing
The main title of an article, ad, landing page or post, written to catch attention and make people want to read on.
Where you use it
Used by copywriters, editors and PPC specialists. You write, test, rewrite and shorten headlines. In Google search ads, 'headlines' are the short text fields at the top of the ad.
Examples
The article is good, but the headline is too long and too vague.
We tested five headlines on the landing page, and the one with a number won.
Common phrases
write a headline · catchy headline · headline test · headline and subheading
Writing text whose purpose is to persuade people to take action, such as ads, product pages, emails and slogans.
Where you use it
A core skill in marketing teams and agencies. A copywriter writes copy, and 'copy' is the text itself. Copywriting is usually shorter and more sales-focused than general content writing.
Examples
Good copywriting turned a boring product page into our best seller.
We're hiring a freelancer to do the copywriting for the new website.
Usage note
'Copywriting' has nothing to do with 'copyright', the legal ownership of creative work. They sound similar but are different words.
A schedule that shows what content will be published, on which channel, on which date and who is responsible for it.
Where you use it
Kept in a spreadsheet or project tool by content and social teams. You plan, fill, update and stick to a content calendar, usually a month or a quarter ahead. Also called an editorial calendar.
Examples
The content calendar for March is ready; please add the product launch posts.
We keep one content calendar so that the blog, email and social teams don't cover the same topic in the same week.
Common phrases
plan a content calendar · editorial calendar · monthly content calendar · stick to the content calendar
Content that stays useful and relevant for a long time, such as how-to guides or glossaries, unlike news or seasonal posts.
Where you use it
Valued in SEO and content marketing because it keeps bringing traffic for months or years. Teams create, update and refresh evergreen content, and contrast it with timely or trending content.
Examples
Our evergreen content, like the CV writing guide, still brings in thousands of visits a month.
Mix news posts with evergreen content so the blog doesn't go quiet when the news dies down.
Something valuable offered for free, such as an e-book, checklist, template or webinar, in exchange for a person's contact details.
Where you use it
Used in lead generation and email list building. Marketers create, promote and test lead magnets; a good one solves a specific problem for the target audience. It is often a form of gated content.
Examples
Our best lead magnet is a free budget template for small businesses.
The checklist worked well as a lead magnet: 1,200 downloads in a month.
Common phrases
create a lead magnet · free download · gated content · lead generation
To reuse existing content in a new form or on another channel, for example by turning a webinar into blog posts, short videos and an email series.
Where you use it
A common way for content teams to get more value from work they have already done. You repurpose content into another format or for another channel; the noun is 'repurposing'.
Examples
Let's repurpose the annual report into a carousel post and a short video.
We repurposed old blog posts into a free e-book for newsletter subscribers.
Usage note
The end is pronounced like 'purpose' (PUR-pus), not like 'pose'.
Common phrases
repurpose content · repurpose into a video · content repurposing · repurpose for social
A regular email sent to a list of subscribers with news, articles, offers or updates from a brand, writer or organization.
Where you use it
People sign up for, subscribe to or unsubscribe from a newsletter; teams write, schedule and send it weekly or monthly. In marketing, it usually means an email, not a printed bulletin.
Examples
Our weekly newsletter goes out every Thursday at 9 a.m.
Add a newsletter sign-up box to the footer of the blog.
Common phrases
sign up for a newsletter · weekly newsletter · send out a newsletter · newsletter subscribers
The percentage of delivered emails that recipients opened, used to judge how well a subject line and sender name work.
Where you use it
One of the first numbers checked after an email send. Open rates rise or fall and are compared with past campaigns. Since 2021, Apple's Mail Privacy Protection can record opens automatically, so many teams read this metric with caution.
Examples
The open rate jumped to 38% when we put the discount in the subject line.
Open rates look high this month, but clicks haven't changed.
Common phrases
average open rate · improve open rates · open and click rates · low open rate
A person who has agreed to receive regular emails, updates or content from a brand, publisher or channel.
Where you use it
Used for email lists, YouTube channels, podcasts and paid memberships. You gain, grow, lose and re-engage subscribers; the size of a list is its subscriber count.
Examples
We gained 2,000 new subscribers from the giveaway, but many unsubscribed a week later.
Send the early-access link only to subscribers who opened an email in the last 90 days.
Common phrases
gain subscribers · active subscribers · subscriber list · re-engage subscribers
The short line of text that recipients see in their inbox before opening an email; it strongly affects whether they open it.
Where you use it
Email marketers write, test and personalize subject lines, and often A/B test two of them before the main send. The preheader is the short preview text shown after the subject line.
Examples
The subject line 'Your cart misses you' got the highest open rate this year.
Keep the subject line short; most of our readers open email on their phones.
Common phrases
write a subject line · test subject lines · personalized subject line · subject line and preheader
To stop receiving emails or other regular messages from a sender, usually by clicking a link at the bottom of an email.
Where you use it
Used as a verb (people unsubscribe from a list) and, informally, as a noun (we got 50 unsubscribes). The unsubscribe rate is a key health metric for an email list, and in many countries an easy way to unsubscribe is required by law.
Examples
Over 300 people unsubscribed after we sent three emails in one day.
The unsubscribe link is hidden in tiny gray text; make it easier to find.
Common phrases
unsubscribe from a list · unsubscribe link · unsubscribe rate · one-click unsubscribe
A person's clear permission to receive marketing messages, such as ticking a box or confirming by email, or the form used to get it.
Where you use it
Used as a noun (an opt-in) and as an adjective (an opt-in form). 'Double opt-in' means subscribers confirm by clicking a link in an email. The verb forms, 'opt in' and 'opt out', are written without a hyphen.
Examples
We only email people who gave a clear opt-in at checkout.
Switching to double opt-in made the list smaller but much more engaged.
Common phrases
double opt-in · opt-in form · opt in to emails · opt out of emails
Dividing an audience or email list into smaller groups with shared traits, such as location, interests or purchase history, so that messages are more relevant.
Where you use it
Used in email, CRM and ad targeting. Marketers segment their list (verb: segment) and send different messages to each segment. Good segmentation usually raises open and click rates.
Examples
With better segmentation, we stopped sending baby products to people without children.
Segmentation by last purchase date doubled the click rate on our win-back emails.
Common phrases
list segmentation · customer segmentation · segment a list · behavioral segmentation
A series of automated emails sent on a schedule or after certain actions, such as signing up, to guide people step by step.
Where you use it
Used for onboarding, lead nurturing and win-back emails. You set up, write and pause a drip campaign, and its emails 'drip' out over days or weeks. Also called an email sequence or nurture sequence.
Examples
New trial users get a five-email drip campaign over their first two weeks.
Pause the drip campaign for anyone who has already booked a call.
Common phrases
set up a drip campaign · email sequence · lead nurturing · onboarding emails
Software and workflows that send messages and complete marketing tasks automatically, based on rules, timing or customer behavior.
Where you use it
Used for email flows, lead scoring, CRM updates and personalized messages. Teams build workflows, often called flows, with triggers such as 'cart abandoned' or 'form submitted'. Many platforms combine email, SMS and CRM data.
Examples
With marketing automation, every abandoned cart gets a reminder email after one hour.
We're moving our marketing automation to a new platform, so all the flows need to be rebuilt.
Common phrases
marketing automation platform · automation workflow · trigger an email · lead scoring
How well emails reach recipients' inboxes instead of being blocked or sent to the spam folder.
Where you use it
The technical side of email marketing. Deliverability depends on sender reputation, authentication (SPF, DKIM, DMARC), list quality and complaint rates. Teams watch it closely, especially after a sudden drop in open rates.
Examples
Our deliverability dropped after we emailed an old list that hadn't been used for years.
Setting up DMARC should help our deliverability with the big mailbox providers.
Common phrases
email deliverability · improve deliverability · sender reputation · land in spam
The percentage of people who click a link, ad or email after seeing it, calculated as clicks divided by impressions.
Where you use it
Usually shortened to CTR and said letter by letter. Used for ads, search results and emails. People say the CTR is high or low, improves or drops, and compare it with a benchmark.
Examples
The new headline doubled the click-through rate on our search ads.
A click-through rate of 2% is normal for this kind of newsletter.
Common phrases
high click-through rate · improve the click-through rate · average CTR · email CTR
Short for key performance indicator: a measurable number a team uses to judge whether it is reaching an important goal.
Where you use it
Used in briefs, reports and meetings with managers or clients. Teams set, track and hit KPIs. In digital marketing, typical KPIs are leads, sales, cost per acquisition and return on ad spend.
Examples
Our main KPI for this quarter is the number of demo requests.
Likes are nice, but they're not a KPI the client cares about.
Common phrases
set KPIs · track KPIs · hit a KPI · main KPI · KPI dashboard
Short for return on investment: how much profit an activity brings compared with what it cost, usually shown as a percentage.
Where you use it
Comes up when managers ask whether marketing is worth the money. You calculate, measure, improve or prove ROI. It is wider than ROAS, which compares only ad spend with revenue.
Examples
Can we show the ROI of the influencer campaign, or do we only have the views?
Email still gives us the best ROI of all our channels.
Usage note
Say it letter by letter: R-O-I, not 'roy'.
Common phrases
calculate ROI · positive ROI · prove ROI · marketing ROI
The share of website visits in which people leave without interacting further; traditionally, visits that view only one page.
Where you use it
A common analytics metric. A high bounce rate can mean a page does not match what visitors expected, but on a blog post or contact page it can be normal. People say a page 'has a high bounce rate'.
Examples
The bounce rate on the campaign page is 85%; the ad and the page don't match.
Don't worry about the bounce rate on the contact page; people find the phone number and leave.
Usage note
In Google Analytics 4, bounce rate is the opposite of engagement rate, so it is calculated differently from older reports. In email marketing, a 'bounce' is a message that could not be delivered.
Common phrases
high bounce rate · reduce the bounce rate · bounce rate on mobile · engagement rate
A screen or report that shows the most important numbers and charts in one place, often updated automatically.
Where you use it
Marketing teams build, share and check dashboards in reporting tools or in the reporting area of ad platforms. A good dashboard shows KPIs at a glance, so managers don't need to open every tool.
Examples
I've added the email numbers to the marketing dashboard.
The client checks the dashboard every morning, so make sure the data is up to date.
Common phrases
build a dashboard · marketing dashboard · live dashboard · KPI dashboard
Setting up tools so that ad platforms and analytics can record when a visitor completes a goal, such as a purchase or a form submission.
Where you use it
Needed before you can judge any paid campaign. Teams set up, test and fix conversion tracking, often with tags, pixels or server-side setups. Google Analytics 4 now calls these goals 'key events', while Google Ads keeps the word conversions.
Examples
Conversion tracking broke after the website update, so last week's numbers are wrong.
Before we spend more, let's check that conversion tracking counts each order only once.
Common phrases
set up conversion tracking · conversion tracking tag · test conversion tracking · server-side tracking
Deciding which channels, ads or touchpoints get credit for a conversion when a customer interacted with several of them before buying.
Where you use it
A central topic in analytics and budget discussions. Teams compare attribution models such as last-click, first-click, linear and data-driven. Different tools often give different answers, which leads to long debates.
Examples
With last-click attribution, search gets all the credit, even though most buyers found us on social media first.
The ad platform and our analytics tool show different numbers because they use different attribution settings.
A tag added to the end of a URL, such as utm_source or utm_campaign, that tells analytics tools where a visitor came from.
Where you use it
Used on links in emails, social posts, influencer bios and printed QR codes. You add UTM parameters to links or tag links with them; if names are not consistent, reports become messy. UTM stands for Urchin Tracking Module.
Examples
Add UTM parameters to every link in the newsletter so we can see which section gets clicks.
Half of the campaign traffic shows up as 'direct' because the UTM parameters were missing.
Common phrases
add UTM parameters · UTM link · UTM builder · utm_source and utm_medium
A number that looks impressive in a report, such as likes or follower count, but says little about real business results.
Where you use it
Used, often critically, in meetings about what to measure. People warn against focusing on vanity metrics and prefer actionable metrics such as conversions or revenue. Whether a number is a vanity metric depends on the goal.
Examples
Follower count is a vanity metric for us; what matters is how many people book a demo.
The report was full of vanity metrics and had nothing about sales.
To look at data in more detail by breaking a total into smaller parts, such as by channel, device, country or campaign.
Where you use it
Used in analytics meetings and reporting tools: drill down into the data, drill down by device. It often follows a surprising number on a dashboard. The noun is written 'drill-down', as in a drill-down report.
Examples
Sales dropped on Tuesday; can you drill down by device and see if it's mobile only?
When we drilled down into the numbers, one campaign was responsible for most of the spend.
Common phrases
drill down into the data · drill down by channel · drill-down report
An estimate of the total revenue or profit that a business can expect from one customer over the whole relationship.
Where you use it
Usually shortened to CLV, CLTV or LTV. It is compared with customer acquisition cost (CAC) to see how much a business can spend to win a customer. Common in subscriptions, e-commerce and apps.
Examples
Our customer lifetime value is about 2,400 lira, so a CPA of 300 is acceptable.
Customers from the referral program have a higher lifetime value than those from paid social.
Common phrases
increase customer lifetime value · LTV to CAC ratio · predicted lifetime value · high-value customers
An action that a business wants visitors to complete, such as buying, signing up or filling in a form, or the moment someone completes it.
Where you use it
One of the most used words in digital marketing. Campaigns drive conversions, and teams track, count and optimize for them. The verb is 'convert': a page, an ad or a visitor converts.
Examples
We count a newsletter sign-up as a conversion, not just a purchase.
Paid social brought plenty of clicks but very few conversions.
The percentage of visitors or users who complete a desired action, found by dividing the number of conversions by the number of visitors or clicks.
Where you use it
A key number in e-commerce and lead generation reports. A conversion rate goes up, drops or is compared with the industry average. Always say what it is based on: sessions, users or ad clicks.
Examples
Mobile traffic is growing, but the mobile conversion rate is half of desktop.
After we shortened the form, the conversion rate went from 3% to 4.5%.
Usage note
Conversion rate optimization, the work of raising this number, is usually shortened to CRO.
Common phrases
improve the conversion rate · average conversion rate · conversion rate optimization · low conversion rate
The web page a visitor arrives on after clicking an ad, email or link, usually designed with one clear goal such as a sale or a sign-up.
Where you use it
Used for a dedicated campaign page and, in analytics, for any page where a session starts. Marketers build, test and optimize landing pages, and ad platforms rate the landing page experience.
Examples
The ad promises 20% off, but the landing page doesn't mention the discount.
Let's send the email traffic to a separate landing page so we can measure it.
Common phrases
build a landing page · landing page experience · dedicated landing page · optimize a landing page
A short instruction or button that tells people what to do next, such as 'Buy now', 'Sign up' or 'Download the guide'.
Where you use it
Usually shortened to CTA, said letter by letter. Used for buttons, ad text, emails and social posts. You add, test and place a CTA; a page with no clear call to action usually converts poorly.
Examples
The call to action is buried at the bottom of the page; let's move it up.
We tested two calls to action, and 'Start free trial' won clearly.
Usage note
The standard plural is 'calls to action', not 'call to actions'.
Common phrases
clear call to action · CTA button · add a call to action · test the CTA
Comparing two versions of a page, email or ad by showing each to a similar group of people and measuring which one performs better.
Where you use it
A basic method in conversion optimization and email marketing. You run an A/B test, usually change one thing at a time and wait for enough data before picking a winner. Also called split testing.
Examples
A/B testing showed that the green button got 12% more clicks.
We're A/B testing two subject lines on 10% of the list first.
Common phrases
run an A/B test · A/B testing tool · split testing · test variations
A colored map of a web page that shows where visitors click, move or scroll the most, with warmer colors for more activity.
Where you use it
Used in conversion optimization and UX research, with tools that record user behavior. Teams look at click maps, scroll maps and session recordings to find ideas for A/B tests. Also written 'heat map'.
Examples
The heatmap shows people clicking the product photo, but it isn't a link.
According to the scroll heatmap, only 20% of visitors reach the pricing section.
Signs that other people already use and trust a product, such as reviews, ratings, testimonials or customer numbers, which make new visitors more likely to buy.
Where you use it
A key idea in conversion optimization and copywriting. Marketers add, show and highlight social proof near buttons and forms: star ratings, logos of client companies, 'over 10,000 customers'.
Examples
Customer reviews next to the 'Buy' button are simple social proof, and they often work.
The landing page has no social proof at all: no reviews, no client logos, nothing.
Common phrases
add social proof · show social proof · customer reviews · testimonials
The situation in which online shoppers add products to their cart but leave the site without completing the purchase.
Where you use it
A major issue in e-commerce. Teams measure the cart abandonment rate and try to reduce it with a simpler checkout, clear delivery costs and reminder emails. 'Abandoned cart emails' are a standard automation.
Examples
Cart abandonment jumps when shipping costs appear only at the last step.
In or into the part of a web page or email that people can see without scrolling; the phrase comes from the top half of a folded newspaper.
Where you use it
Used in design and CRO discussions: put the key message above the fold. Because screen sizes vary, the fold is not a fixed line. The opposite is 'below the fold'.
Examples
On mobile, the 'Book now' button isn't above the fold, so many visitors never see it.
Keep the headline, the main benefit and the CTA above the fold.
Common phrases
below the fold · above-the-fold content · keep it above the fold
A person with a large or loyal following on social media whose opinions and recommendations can affect what their followers buy or think.
Where you use it
Brands work with, partner with or pay influencers to promote products. 'Influencer marketing' is the name of the whole channel. Influencers are often grouped by follower count, from nano and micro to mega.
Examples
We're working with three fitness influencers for the new protein bar launch.
The influencer's audience is mostly university students, which fits our brand.
Usage note
The stress is on the first syllable: IN-flu-en-cer.
Common phrases
work with influencers · influencer marketing · influencer campaign · fashion influencer
A model in which a company pays partners, such as bloggers or comparison sites, a commission for the sales or leads they send through their links.
Where you use it
Common in e-commerce, travel, finance and software. Brands run an affiliate program, often through an affiliate network, and partners are called affiliates or publishers. Payment is based on results, not on views.
Examples
Affiliate marketing brings us steady sales from coupon and review sites.
We're launching an affiliate marketing program for fitness bloggers.
Common phrases
affiliate program · affiliate network · affiliate marketing strategy · join an affiliate program
A payment, often a percentage of a sale or a fixed amount per result, given to the partner or salesperson who brought in that sale.
Where you use it
Used in affiliate and influencer deals. Partners earn or receive commission; brands set and pay a commission rate. It is often uncountable: 'earn commission on every sale', but 'a 10% commission'.
Examples
Affiliates earn an 8% commission on every order, paid monthly.
We raised the commission for partners who bring in new customers.
A person who regularly makes videos, posts, podcasts or other online content for an audience, often earning money from it.
Where you use it
Often used instead of 'influencer', especially when the focus is on the content rather than the follower count. Brands brief, hire and partner with creators; the 'creator economy' is the wider market around them.
Examples
We gave the content creators the key messages but let them film in their own style.
She's a content creator with a cooking channel and a weekly newsletter.
Common phrases
work with content creators · creator partnership · brief a creator · creator economy
A special tracked link that a partner shares, so the brand can see which sales came from that partner and pay the right commission.
Where you use it
Used by bloggers, review sites and creators. An affiliate link usually contains a partner ID and sets a cookie for a fixed period, such as 30 days. The advertising rules of many countries require creators to say clearly that a link is an affiliate link.
Examples
Every product in the review has an affiliate link, so we earn a small commission.
Sales from her affiliate link doubled after she posted the tutorial.
Common phrases
share an affiliate link · affiliate link disclosure · tracking link · cookie duration
An influencer with a smaller but often very engaged following, commonly defined as roughly 10,000 to 100,000 followers.
Where you use it
Brands often work with several micro-influencers instead of one celebrity, because they cost less and their audiences tend to trust them. The exact follower ranges differ from agency to agency.
Examples
We're sending samples to 30 micro-influencers who post about home baking.
The micro-influencers brought more sales than the celebrity post, at a fifth of the cost.
Common phrases
work with micro-influencers · nano-influencer · niche audience · micro-influencer campaign
Content that a brand pays a creator or publisher to make or share, presented in the creator's or publisher's own style.
Where you use it
Used for paid influencer posts, native articles on news sites and branded videos. Most platforms offer a paid partnership label, and the advertising rules of many countries require clear labels such as #ad or 'sponsored'.
Examples
All sponsored content has to carry the paid partnership label.
The sponsored content on the travel site sent more qualified traffic than our banner ads.
Ten questions from this glossary. Pick the right meaning for each term and see your score.
How to learn digital marketing & SEO vocabulary
Read real texts from the field every week: the help centers of search engines and ad platforms, marketing newsletters, case studies and the monthly reports your team sends to clients.
Learn metrics as full phrases with their verbs and numbers: not just 'CTR' but 'the CTR went up', 'improve the click-through rate' and 'a CTR of 3%'.
Switch the interface of your ad, analytics and social media tools to English for a while, so the menu names match the words colleagues use in meetings.
Practice saying abbreviations the way marketers do: SEO, KPI and ROI letter by letter, SERP as one word.
Write short campaign summaries in English: what you ran, what the numbers show and what you will test next. Reporting is the most common writing task in this job.
Frequently asked questions
How can I learn English vocabulary for digital marketing?
Read real texts from the field and notice how the words are used: platform help pages, SEO guides, industry newsletters and campaign reports. Learn each term with the verbs and numbers it usually goes with (run a campaign, lower the CPC, a 2% conversion rate) and use new words straight away in your own reports and emails.
Which digital marketing terms should I learn first?
Start with the words you see in every report: impression, click-through rate, conversion, conversion rate, KPI, ROI, bounce rate, keyword and landing page. Then learn the vocabulary of your own channel, such as SEO, paid ads, social media or email. This glossary lists the terms in that order, from the most essential to the more specialized.
Should I use the English terms or the Turkish ones at work?
Both are used in Turkish teams. Many people say SEO, CTR, ROAS, landing page or retargeting in English, while the Turkish versions of ad platforms show labels such as TBM for CPC or 'dönüşüm' for conversion. Learn both forms so you can follow a Turkish interface and an English report about the same campaign.
What is the difference between SEO, SEM and PPC?
SEO is the work of earning unpaid (organic) visibility in search results. PPC is a paid model in which advertisers pay each time someone clicks their ad. SEM, search engine marketing, is used in two ways: some people mean only paid search ads, others mean SEO and paid search together, so it is worth checking what a colleague means.
How do marketers pronounce abbreviations like SEO, ROI, SERP and CPC?
Most are said letter by letter: S-E-O, R-O-I, C-P-C, K-P-I. A few are said as words: SERP sounds like 'surp', and ROAS is often said as one word too. Turkish speakers often say 'seo' as one word, but in English SEO is always spelled out.
