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Online Marketing 101 Glossary

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Do you know your marketing ABCs? Here's a glossary full of online marketing terms.

A/B testing:
comparing two different versions of the same web page, or display or search engine ad to see which performs better.
Analytics: gives you insights on your marketing performance with measurements and analysis.
Audience Engagement: it has to do with how you and your audience are engaging with each other. It can be how you capture your audience's their attention with a piece of content or the number of Facebook of shares, comments, and likes you have on your page.

frequently updated short pieces of written content, perfect for improving website traffic and reaching your audience.
Bounce rate: the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
Buyer Persona: a semi-fictional representation of your ideal customer based on market research and information about your existing customers.

Call to action (CTA): is a button, image or line of text that prompts your visitors, leads, and customers to take action (ex. buy now, download, learn more).
Content marketing: a marketing technique that involves distributing relevant and valuable content to attract a certain audience, with the goal of driving more profit.
Conversion: when someone performs a desired action to meet your marketing goal; for instance, a conversion can a prospect opening your email, signing up for a newsletter, or buying a product.
Cost per action (CPA): it is the amount an advertiser pays for each specified action within an online pricing model, for instance, it can be the amount for each click or impression.
Click through rate (CTR): it is the ratio of people who click on a specific link to the number of total users who view a page, email, or an ad. It helps determine the success of each online marketing campaign.

a specific category for a population, it can be based on factors such as age and gender. It can help you understand your audience and create ads targeted to the.
Display ads: these are online advertisements that rely heavily on non-texted based elements such as images, audio, and video.

Email list:
a list of people's emails for your online mailing list.
Engagement rate: It is a way to measure brand success. It can be determined by the number of likes, comments, and shares on your social media or how many people your content has reached.

the most popular social media website that is also a great place for you to promote your business.
Frequency: the number of times you touch each person with your marketing message.

Google Adwords:
Google's advertising system where advertisers bid on certain keywords in order for their ads to appear in Google's search results.
Gated Content: content that is behind a form, that requires a person to provide some information in order to view it.

also known as Hypertext Markup Language, it is a standardized system for tagging text files to achieve font, color, graphic, search engine optimization, and hyperlink effects on a website.

these are word or phrases that are used in search engines such as Google. For example, "best places to eat crepes in Montreal" can be a keyword phrase, where each word in the sentence is a keyword.

Landing Page:
the section of a website accessed by clicking a hyperlink on another web page, typically the website's home page.

Mobile Website:
a website that is optimized for mobile viewing.

in online marketing, it is a regularly distributed email publication for your subscribers.

Online Presence:
is your business' online existence that can be found through an online search.

Pay per click (PPC)
: the amount an advertiser pays to get an advertisement click.
Podcast: a digital audio file that is used as a form of broadcasting on the internet.
Print advertising: a form of advertising that uses physically printed media.

Reach: the number of people you touch with your marketing message.
Retargeting: an advertising technique that targets people who have visited your website, but have not yet signed up or make any purchase.
Return on investment (ROI): it is a measure of the profit earned from each marketing investment.

Search engine results page:
the listing of results returned by a search engine in response to a person's keyword query., is a search engine where people can enter keywords and look for local business.
Search engine optimization (SEO): the process of improving a website's visibility in a search engine's unpaid results.
Segmentation: the process of dividing your target audience into different categories according to their specific needs and/or interest.
Social media marketing: the process of promoting your business using social media websites such as Facebook, LinkedIn, and twitter.

Target audience:
a group of people a business decides to aim its marketing efforts.

Unique visitors:
number of new people who visit a website.

Video ads:
an online ad that uses a video format.

an online video seminar, which can be a presentation, discussion, demonstration, or instructional session.

XML sitemap:
is a document that helps Google and other major search engines better understand your website while crawling it.

Yellow Pages:
your go to place to advertise your local listing or find a nearby business.

Read the original article on the Yellow Pages Learning Centre.

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