The dictionary

Do we talk nonsense?

Like doctors, people who work with marketing can also have a tendency to use fine terms which makes perfect sense in our world but does not make any sense for outsiders. Sometimes we forget that it is not common sense what CTA buttons are or what bounce rate means. Therefore, we have created a little dictionary which is hopefully a little help when we start talking marketing language. Enjoy!

  • Algorithm: The search engines mechanics which decides what is shown when people search

  • Alt-tag (alternativ tag): HTML-attribute which has the task of describing the content of an image on a website. Emerges if a picture cannot be shown. 


  • Backlink: Links that leads the reader from an external website to your website

  • Black Hat SEO: The opposite of White Hat SEO. SEO that does not follow the search engines guidelines and exclusively is adjusted to the search engine – not the reader. Search engines like Google punishes black hat SEO-strategies in the long run by giving lower placements or by removing pages from the search results.

  • Duplicate content: When two pages have the exact same content. The search engines consider this as cheating, but can occur as mistakes.

  • Keyword: Your search term that is being used by the search engines to find relevant pages for you.

  • Keyword density: How often a keyword appears in a text measured in percentages of the total amount of words.

  • Keyword stuffing: Black Hat SEO-strategy. Excessive use of the chosen keyword in a given text. The search engines assess that the content is not serious when the keyword appears too many times in the same text.

  • Conversion rate: Percentages of visitors who make an important action as a purchase on the website.

  • Link Building: The exchange of links between websites. The search engines considers a website with many relevant backlinks (read backlinks) as trustworthy and awards the website with higher placements.

  • Meta description: Description of a website and its content. Contributes to the search engines understanding of the content on a website.

  • Meta title: The title on a given website. This helps the search engines to understand the website’s content. 

  • Organic traffic: Traffic on your website that has come by itself through searches on the search engines.

  • Quality backlink: Links from another website that is seen as trustworthy.

  • Ranking: Your website’s placement in the search results. Is often used in the connection “better rankings” which means that your website gets a higher placement on the search engines.

  • SEM (search engine marketing): Umbrella term which embraces all marketing that is going on in connection with the search engines – including SEO and Google Ads etc.

  • SEO (search engine optimization): The marketing discipline name. This is also known as search engine optimization. It is about customization of digital content so your website can be at the top of the search results on the search engines like Google, Bing, Baidu and Yandex.

  • SERP (search engine results page): The search result that appears at a search. Contains of meta title and meta description.

  • Invisible text: Black Hat SEO-strategy. The text appears in the same colour as the background and is therefore invisible to the reader but not for the search engine. Is often used for keyword stuffing.

  • White hat SEO: The opposite of Black Hat SEO. SEO that follows the search engines guidelines and is adapted to the reader.

E-mail Marketing-dictionary
  • Automation: A setup that sends out mails based on an event (for example click on a link).

  • Bounce rate: The number of email addresses which do not get your newsletters.

  • Contact card: Here you can see specific information about a specific contact – among other things consent.

  • Opt-in: When a contact himself can give consent to receive newsletters – often via a form.

  • Opt-out: When a contact himself unsubscribes from the newsletters – often via a link.

  • Opening rate: Percentage display of how many of your receivers who have opened your newsletter.

Website and design-dictionary
  • Bitmap: When a picture is in bitmap then it is based on pixels. Therefore it is not possible to make the picture bigger as it thus will be blurred.
  • Vector graphic: Can freely be scaled up and down without it going beyond the quality. Vector pictures will be shown in the best possible resolution no matter what media you use.
  • JPEG: JPEG or JPG is a bitmap format which contains a very efficient compression algorithm, that can compress as much as 20 times without significantly degrading the quality.
  • PNG: This is the format that is being used when the background has to be transparent. For example when using icons.
  • RGB colors (red, green and blue): RGB is used in online graphics.
  • CMYK colors (cyan, magenta, yellow and black): CMYK colors are used in offline graphics, which is print material.
  • CTA: A call to action, abbreviated as CTA, is about calling to action, when you for example tries getting your target audience to do something specific. A link with a text like “click here” or “but now” is a CTA button.
  • CMS (content management systems): This is a system where you easily have the opportunity for making content on the internet, among other things blogs and webshops.
  • Domain: A domain, or domain name, is the website address (also known as URL) you have to write to land on a specific page.
  • E-commerce: Is used for online shopping. A webshop will therefore be an e-commerce website.
  • Landing page: A landing page correspondent very well to the name itself – a page you land on by some form of interaction. 
  • Ad groups: A campaign contains one or more ad groups with the same goal. The ad groups are used to differentiate products, services and keyword strategies.
  • Ads: Ad groups contain ads that can be shown on Google and Google networks.
  • Broad match type: Keywords are automatically broad match type if nothing else is indicated. Your ads automatically appear with keywords that are relevant for the user, even though some terms are not on your keyword list.
  • Bid strategy types: Bid strategy types can vary depending on which goal a campaign has. There exists both manual and automatic bid strategy types. The difference between these two are how much control you want on your ads and how they compete on the market.
  • CPA (cost per action): The average amount you have been charged for a conversion from your ad.
  • CPC (cost per click): The amount you pay for each click on your ad.
  • CPM (cost per mile): The amount you pay per thousand exposures.
  • CPV (cost per view): The amount you pay for your Youtube ads per view.
  • CTR (click through rate): Also known as the click rate on your ads.
  • Display campaigns: Ads that are shown on Google searches as well as on Google’s networks in image form.
  • Exact match type: Keywords with exact match type finds ads with keywords that are the exact same as the ones on your keyword list.
  • Exposures: The number of times your ad is displayed to a user.
  • Target audience: In Google Ads you can create specific target audiences for each campaign or ad. Furthermore you can use Google’s target audience lists.
  • Negative keywords: Keywords that you do not wish to be found via. The keywords can use broad, exact and phrase match types.
  • Optimization result: Your optimization result is an estimate for how efficient your account settings are.
  • Quality score: The quality score is an estimate of the quality of your ads, keywords and landing pages. Ads with high quality can lead to lower prices and better ads positions.
  • Responsive search ads (RSA): Responsive search ads can make your Google Ads campaigns more efficient given that the ads content adapts so that it better matches the potential customers keywords.
  • Shopping campaigns: Shows our products that the user searches for.
  • Phrase match type: Keywords with the phrase match type shows your ads to the users who search for your exact keyword or relevant variants with extra words before and after the exact keyword.
  • Search campaign: Ads that are shown on Google searches.
  • Extensions: Extensions expand your ad with more information that gives people more good reasons to choose your business.
  • Video campaigns: Videos that are shown as an ad form on Youtube and Google’s networks.
  • Artificial Intelligence (AI): refers to the ability of machines to perform tasks that typically require human intelligence. It includes machine learning, natural language processing, computer vision, and more.
  • Machine Learning: is a branch of AI where computers can learn and improve themselves without being explicitly programmed. They use algorithms to discover patterns in data and make decisions based on these discoveries.
  • Deep Learning: is a subfield of machine learning that uses neural networks to analyze and understand complex data. It is inspired by the human brain and can handle tasks such as image recognition, speech recognition, and natural language processing.
  • Neural Network: is a mathematical model inspired by the biological brain, used in machine learning and deep learning. It consists of artificial neurons connected in layers and can learn to solve tasks through training.
  • Natural Language Processing (NLP): is a branch of AI that focuses on the interaction between computers and human language. It enables computers to understand, interpret, and generate natural language.
  • Computer Vision: is a branch of AI that enables computers to see and understand the visual world. It includes tasks like image recognition, object detection, and image processing.
  • Artificial General Intelligence (AGI): refers to a form of artificial intelligence that has the ability to understand, learn, and perform a wide range of tasks similar to humans.
  • Robotics: combines AI with mechanical systems to create intelligent machines known as robots, capable of performing tasks autonomously or with limited human intervention.
  • Data Mining: is a process where large amounts of data are analyzed to discover patterns, relationships, and valuable information using AI algorithms.

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