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Digital Marketing Glossary: 40 Essential Terms Explained
Agency reports are full of shorthand. This glossary explains the 40 terms Indian business owners run into most often, in one or two plain sentences each, grouped by channel.
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SEO — Search Engine Optimization: improving a website so it ranks higher in unpaid Google results
SERP — the Search Engine Results Page, the list Google shows for a query
Keyword — the word or phrase a person types into a search engine
Search intent — the goal behind a search: to learn, compare, buy or find a place
Backlink — a link from another website to yours; a major trust signal
Domain authority — a third-party score estimating how strongly a site can rank; Google does not use it directly
Canonical URL — the preferred version of a page when several URLs show the same content
Crawl budget — how many pages Google is willing to fetch from your site in a given period
Indexing — Google storing a page so it can appear in results
Featured snippet — the highlighted answer box shown above normal results
Paid advertising
PPC — Pay-Per-Click: an ad model where you pay only when someone clicks
CPC — Cost Per Click: the average price paid for each click
CPM — Cost per Mille: the price of 1,000 ad impressions
CPL — Cost Per Lead: ad spend divided by the number of leads generated
CTR — Click-Through Rate: clicks divided by impressions, as a percentage
Quality Score — Google's rating of your ad, keyword and landing page relevance
ROAS — Return On Ad Spend: revenue generated per rupee of ad spend
Retargeting — showing ads to people who already visited your site
Negative keyword — a term you exclude so your ad does not show for irrelevant searches
Smart Bidding — Google Ads bid strategies that use machine learning to hit a conversion goal
Analytics & conversion
Conversion — a valuable action a visitor takes, such as a call, form fill or purchase
Conversion rate — conversions divided by visitors, as a percentage
Bounce rate — in GA4, the share of sessions that were not engaged
Attribution — deciding which channel gets credit for a conversion
UTM parameters — tags added to a URL so analytics can identify the campaign that sent the visit
GA4 — Google Analytics 4, Google's current event-based analytics platform
Funnel — the steps a customer moves through from first visit to purchase
A/B test — showing two versions of a page to compare which converts better
CAC — Customer Acquisition Cost: total marketing spend divided by new customers won
LTV — Lifetime Value: the total revenue a customer generates over the relationship
Social, content & email
Organic reach — how many people see a post without paid promotion
Engagement rate — interactions divided by reach or followers, as a percentage
Content calendar — a schedule of what will be published, where and when
Evergreen content — content that stays relevant and keeps attracting traffic for years
Lead magnet — a free resource offered in exchange for contact details
Drip campaign — a series of automated emails or messages sent over time
Open rate — the share of delivered emails that were opened
WhatsApp Business API — the official interface that lets larger businesses send approved templates at scale
Influencer marketing — paying creators to promote your product to their audience
Zero-click search — a search where the answer is shown in Google itself so nobody clicks through
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