Digital Marketing Jargon Buster

It’s hard to deny that marketing jargon can become somewhat confusing with some marketing terms sounding like a foreign language. That’s why Digithrive For Schools has created this digital marketing jargon buster glossary to help you get to grips with some of the language you will no doubt come across throughout your role as a school marketer.

Analytics or Web Analytics Tools­ 

The analysis of data generated by the activity on websites or mobile apps, for the purpose of discovering ways to improve websites and marketing campaigns. 

App (Application)­ 

A program designed to run on smartphones, tablets, and other mobile devices. 

Banner Ad­ 

A form of advert that appears on web pages and mobile applications, usually in image format.


A piece of writing or another item of content published on a website or sent out via social media. A blog is typically in a conversational style and focused on a specific subject. 


­A computer program used to navigate the Internet on computers and devices. For example, Chrome, Firefox, Internet Explorer and Safari.  

Call To Action (CTA)

An instruction to the audience designed to provoke an immediate response or to encourage immediate signup for example.

Click­through Rate (CTR)­ 

The number of times people click on an item of interest such as an advert.


­The digital information and experiences that are available to end-users or audiences, via text, video, audio, images, blogs etc.


A conversion occurs when a visitor to your website completes a desired goal, such as filling out a form or applying to your school. 

Conversion Rate Optimization (CRO)

The practice of increasing the percentage of users who perform a desired action on a website, such as filling in an open day form. 

Cost per Click­ 

The amount of money required to produce a single click on a digital advertisement. 

Crawler or Spider­ 

An internet bot designed to systematically browse content on the Internet and collect information about it to help searchers find what they’re looking for, typically operated by a search engine.


­A non­mobile device like a personal computer or laptop computer designed for regular use in a single location. 


The activity of the buying or selling of products and services online.

Email Marketing 

­The process of using email messages to share information and promote your school and services to your relevant audience.  

Home Page­ 

The introductory or main page of a website, typically serving as a table of content for your site. 


A process by which search engines organise web pages and digital content used by a search engine to provide relevant results. 

Keyword ­ 

A word or a phrase typed into a search engine, which businesses can target as part of their advertising campaigns. 

Landing Page

­A standalone page created for a marketing or advertising campaign where the visitor will land after they click a link. 


­A text or image that provides a link from one platform or website to another. 

Mobile Device­

A portable device, such as a smartphone or tablet, which is capable of connecting to the Internet and running applications. 

Organic Listings­

A ‘search engine organic listing’ refers to the natural or unpaid listing of a website on a search result page.

Paid Listings­ 

Advertisements that appear on search engine results pages.

Pay­Per­Click (PPC)­

An internet advertising system is used to drive traffic to websites in which advertisers pay for users to click on their advertisements. 

Query or Search Term­

The keyword or phrase a person types into a search engine in order to find what they’re looking for.


Refers to the listing position a URL takes on the results page of a search engine.

Search Engine

A program that searches for and identifies relevant digital content and sites in response to users’ keywords. Popular Internet search engines include Google, Bing, Yahoo, DuckDuckGo etc. 

Search Engine Optimization (SEO)

­The process of taking steps and making changes to web pages, content, and the promotion of that content to improve visibility in the organic, or unpaid, search engine results leading to ranking higher in Google. 

Search Engine Marketing (SEM)

­A form of using paid strategies to increase search visibility, allowing you to bid for your advertisement to show along with search results for keywords that people are typing in the search engine.

Search Engine Results Page (SERP)­ 

A list of results appearing in a search engine in response to a user’s search query.  

Session or Visit ­

A group of interactions that take place on your website within a given time frame. 

Social Network

A community of like-minded individuals creating and sharing content and ideas. 

Traffic Acquisition

­The process of attracting visitors ­ often referred to as traffic­ to websites, mobile apps and other digital assets. 

Unique Visitor­ 

A single visitor who has visited a website at least once during a specific period of time. 


­The unique address of a page or piece of digital content on the Internet

If you would like more professional tips on marketing your schools do get in touch with the Digithrive For School’s team who are always happy to help. contact us here

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