Digital marketing terms A–Z

A full-screen ad shown at natural break points in an app or website.

Ad impressions or clicks that do not come from genuine human interest.

How much mailbox providers trust the IP address that sends your email.

Gradually increasing send volume on a new IP to build trust with mailbox providers.

Making JavaScript-heavy sites crawlable, renderable, and indexable by search engines.

A framework that views products as things people hire to make progress on a goal.

A visual of a person's full experience with a brand across stages and touchpoints.

JSON-LD is a script-based format for adding structured data to a page.

A word or phrase that represents a searcher's query or a marketer's target.

When several pages on one site compete for the same keyword and weaken each other.

The percentage of a page's words that are made up of a specific keyword or phrase.

An estimate of how hard it would be to rank on page one for a given keyword.

Keyword mapping assigns target search terms to specific pages on a site.

The process of finding and analyzing the search terms your audience uses to plan content.

Overloading a page with keywords in an attempt to manipulate search rankings.

Using chosen keywords to decide which searches or content your ads can match.

Content planned around the search terms an audience uses, to match real search demand.

A self-service help article that answers one common question or explains one task.

Google's database of real-world entities and the connections between them.

An information box on Google results that summarizes facts about a person, place, or thing.