Digital marketing terms A–Z

A text, image, or poll update a YouTube channel shares outside of video.

A strategy that grows a business through an engaged community of users or fans.

A page that compares two or more products, services, or options side by side.

The study of rivals to understand their strengths, weaknesses, and market position.

A range of values that likely contains the true effect of a change.

The chosen probability that a test result is not due to random chance.

A subscription confirmed by the recipient, often used as another name for double opt-in.

Running video ads on televisions that stream content over an internet connection.

Software that collects, stores, and shares visitors' consent choices for tracking.

Google's feature that adjusts how its tags behave based on a user's consent choices.

The unit in a tag management tool that holds all tags, triggers, and variables for a site.

Breaking one large piece of content into many smaller, standalone pieces for different channels.

A systematic review of existing content to assess its quality, performance, and what to do next.

A document that defines the purpose audience and requirements for a piece of content.

A reusable outline that captures the goals, audience, and specs for a piece of content.

A schedule that maps what content will be published, where, and when, across channels.

The gradual loss of traffic or rankings a page suffers over time.

The channels and methods used to get content in front of an audience after it is created.

How current and up to date a page's information is, which can affect some rankings.

Finding topics or questions your audience wants that your existing content does not yet cover.