Digital marketing terms A–Z

A rendering of how an email will look across different inboxes before sending.

Incrementality is the extra results a marketing activity causes that would not have happened otherwise.

Incrementality testing runs controlled experiments to measure the true added impact of marketing.

When too many low-value or duplicate pages of a site get indexed.

The status of which of your pages are indexed, excluded, or have errors.

The process of storing and organizing content for possible search results.

A protocol that instantly tells search engines when site URLs change.

The process of finding and vetting creators who fit a brand's campaign.

Working with creators or public figures to communicate with their audiences.

The process of contacting and pitching creators to build brand partnerships.

When a creator grants a brand permission to run ads through the creator's social account.

A visual asset that presents data or concepts using graphics, charts, and short text.

How content is organized, labeled, and connected so people can find what they need.

Informational intent means the searcher wants to learn or find an answer.

A written agreement that confirms the terms of a media buy between advertiser and publisher.

Aligning all marketing efforts so message and brand stay consistent everywhere.

INP measures how quickly a page responds to user interactions across a visit.

Content that responds to user input, like quizzes, calculators, or polls, instead of being read passively.

Linking from one page on your site to another page on the same site.

Optimizing a site so search engines serve the right content to users in different countries or languages.