Digital marketing terms A–Z

Designing the menus and links that help people move through a site or app.

Navigational intent means the searcher wants a specific site or page.

A term used to prevent ads from matching unwanted searches.

A loyalty measure based on how likely customers are to recommend a company.

Revenue kept from existing customers over time, including expansion and after losses.

When a product becomes more valuable as more people use it.

New users counts people interacting with your site for the first time in the tracked period.

A recurring email that shares updates, articles, or curated content with subscribers.

The written material prepared for a recurring email sent to subscribers.

Ten broad rules of thumb used to evaluate and improve interface usability.

A link attribute telling search engines not to pass ranking credit through a link.

A link marked so search engines know not to pass ranking credit through it by default.

A directive asking search engines not to include a page in search results.

A video ad that must be watched in full before the content continues.

The single metric that best captures the core value a product delivers to customers.

A small change to how choices are presented that steers behavior without forcing it.

A planned series of emails that builds a relationship and guides leads toward a decision.

Addressing a reader's likely doubts or hesitations directly within the copy so they feel resolved.

A goal-setting method that pairs an ambitious objective with a few measurable key results.

Marketing that gives customers one connected experience across every channel and device.