--- title: "Digital Marketing Glossary - SEO, Ads & Automation | Social Influence" description: "Plain-language digital marketing glossary: SEO, Google Ads, Facebook Ads, automation, CRM and more. Clear definitions with practical examples." canonical: "https://socialinfluencebuilder.com/en/glossary/" lastmod: "2026-09-19T04:40:27+00:00" lang: "en-CA" format: "markdown" --- [Web version of this page](https://socialinfluencebuilder.com/en/glossary/) HTML version: [French Markdown version](https://socialinfluencebuilder.com/glossaire.md) [English Markdown version](https://socialinfluencebuilder.com/en/glossary.md) # Digital marketing glossary Digital marketing glossary: clear definitions of the terms that matter for your business, from Social Influence. ## A/B Testing An experimentation method that compares two versions of a web page, email, or ad to determine which one performs better. Visitors are randomly split between the two variants and results are measured statistically. [page](https://socialinfluencebuilder.com/en/glossary/#a-b-testing) ## Call to Action (CTA) A visual or text element that prompts a visitor to take a specific action: sign up, buy, request a quote, call, etc. An effective CTA uses an action verb and creates a sense of urgency or value. [page](https://socialinfluencebuilder.com/en/glossary/#appel-a-laction) ## SEO Audit A comprehensive analysis of a website to identify technical issues, content gaps, and optimization opportunities that affect its ranking in search engines. An SEO audit covers site structure, page speed, meta tags, internal links, and the backlink profile. [page](https://socialinfluencebuilder.com/en/glossary/#audit-seo) ## Marketing Automation The use of software and intelligent workflows to automatically execute repetitive marketing tasks: sending emails, qualifying leads, posting on social media, tracking leads, and personalizing content. Automation saves time while improving campaign efficiency and consistency. [page](https://socialinfluencebuilder.com/en/glossary/#automatisation-marketing) ## Backlink (Inbound Link) A hyperlink from an external website pointing to your site. Quality backlinks are a major ranking factor for Google, as they signal the credibility and authority of your content. The quantity and quality of backlinks directly influence your position in search results. [page](https://socialinfluencebuilder.com/en/glossary/#backlink) ## Title Tag An HTML "title" element that defines the title of a web page as it appears in Google search results and in the browser tab. An optimized title tag contains the primary keyword, is between 50 and 60 characters, and encourages clicks. [page](https://socialinfluencebuilder.com/en/glossary/#balise-title) ## Branding (Brand Identity) The set of visual, textual, and emotional elements that define a company's identity: logo, colors, typography, tone of voice, values, and positioning. Strong branding helps differentiate from competitors and build a lasting connection with customers. [page](https://socialinfluencebuilder.com/en/glossary/#branding) ## CMS (Content Management System) Software that allows you to create, edit, and manage website content without programming knowledge. WordPress is the world's most popular CMS, used by a large share of websites. A CMS makes it easy to update content, manage pages, and add features via plugins. [page](https://socialinfluencebuilder.com/en/glossary/#cms) ## Duplicate Content Content that is identical or very similar appearing on multiple URLs, whether on the same site or on different sites. Duplicate content can harm SEO by diluting page authority and creating confusion for search engines about which version to index. [page](https://socialinfluencebuilder.com/en/glossary/#contenu-duplique) ## Conversion A desired action a visitor takes on a website: purchase, newsletter sign-up, quote request, document download, phone call, etc. The conversion rate measures the percentage of visitors who complete this action relative to the total number of visitors. [page](https://socialinfluencebuilder.com/en/glossary/#conversion) ## Core Web Vitals A set of three key metrics defined by Google to measure the user experience of a web page: LCP (loading time of the largest visible element), INP (responsiveness to interactions), and CLS (visual stability). These metrics are an official Google ranking factor. [page](https://socialinfluencebuilder.com/en/glossary/#core-web-vitals) ## CPC (Cost Per Click) An advertising pricing model where the advertiser pays only when a user clicks on their ad. CPC varies depending on keyword competitiveness, ad quality, and industry. It is the model used by Google Ads and often by Facebook Ads. [page](https://socialinfluencebuilder.com/en/glossary/#cout-par-clic) ## CRM (Customer Relationship Management) A software system that centralizes all interactions with customers and prospects: contact details, communication history, purchase stage, notes, and upcoming actions. A well-used CRM improves sales follow-up, customer retention, and communication personalization. [page](https://socialinfluencebuilder.com/en/glossary/#crm) ## CTR (Click-Through Rate) The ratio between the number of clicks on a link or ad and the number of times it was displayed (impressions). A high CTR indicates that your headline, description, or ad is relevant and appealing to your target audience. In SEO, an above-average CTR can improve your ranking. [page](https://socialinfluencebuilder.com/en/glossary/#ctr) ## E-Commerce (Electronic Commerce) The buying and selling of products or services online. E-commerce encompasses online stores, marketplaces, digital subscriptions, and paid services. An effective e-commerce strategy combines an optimized website, targeted digital marketing, and a seamless shopping experience. [page](https://socialinfluencebuilder.com/en/glossary/#e-commerce) ## Conversion Funnel A model representing the successive stages a prospect moves through before becoming a customer: awareness, interest, consideration, decision, and action. Each stage requires tailored content and marketing strategy to guide the prospect toward conversion. [page](https://socialinfluencebuilder.com/en/glossary/#entonnoir-de-conversion) ## Facebook Ads Meta's advertising platform that allows targeted ads to be delivered on Facebook and Instagram. Facebook Ads offers advanced targeting options based on demographics, interests, behaviors, and lookalike audiences. Ideal for brand awareness, engagement, and lead generation. [page](https://socialinfluencebuilder.com/en/glossary/#facebook-ads) ## Workflow An automated sequence of actions triggered by a specific event. For example: a new prospect fills out a form, a welcome email is sent, after 3 days with no reply a follow-up email is triggered, then a notification goes to the sales team. Workflows eliminate manual tasks and ensure consistent follow-up. [page](https://socialinfluencebuilder.com/en/glossary/#flux-de-travail) ## Google Ads Google's advertising platform that allows ads to be displayed in search results, on YouTube, in Gmail, and across the Display Network. Google Ads operates primarily on a cost-per-click (CPC) model and allows targeting users by their searches, geographic location, and online behavior. [page](https://socialinfluencebuilder.com/en/glossary/#google-ads) ## Google Business Profile A free Google tool that allows businesses to manage their online presence in Google Search and Google Maps. An optimized profile displays contact details, hours, photos, customer reviews, and lets you post updates. Essential for local SEO and visibility in Google's "local pack." [page](https://socialinfluencebuilder.com/en/glossary/#google-business-profile) ## AI Marketing (Artificial Intelligence) The application of artificial intelligence to marketing strategies: predictive analytics, content personalization, intelligent chatbots, automatic optimization of ad campaigns, and advanced audience segmentation. AI makes it possible to process large volumes of data to make faster, more informed marketing decisions. [page](https://socialinfluencebuilder.com/en/glossary/#ia-marketing) ## Inbound Marketing A marketing strategy that attracts potential customers to your business through valuable content, rather than reaching out to them directly. Inbound marketing rests on four pillars: attract (SEO, blog), convert (forms, CTA), close (CRM, automation), and delight (emails, customer service). [page](https://socialinfluencebuilder.com/en/glossary/#inbound-marketing) ## Indexing The process by which search engines find, analyze, and store web pages in their database. An indexed page can appear in search results. Indexing issues (blocked pages, 404 errors, duplicate content) prevent organic search ranking. [page](https://socialinfluencebuilder.com/en/glossary/#indexation) ## KPI (Key Performance Indicator) A measurable metric used to evaluate the success of a marketing action against a defined objective. Examples of KPIs: conversion rate, cost per acquisition, return on ad spend (ROAS), organic traffic, number of qualified leads. KPIs guide strategic decisions. [page](https://socialinfluencebuilder.com/en/glossary/#kpi) ## Landing Page A web page specifically designed to receive traffic from a marketing campaign (ads, email, social media) and convert visitors into leads or customers. An effective landing page has a single objective, a clear message, a short form, and a compelling call to action. [page](https://socialinfluencebuilder.com/en/glossary/#landing-page) ## Lead (Prospect) A person or company that has expressed interest in your products or services by providing their contact information. A lead can come from a web form, a phone call, a social media message, or an in-person interaction. The quality and quantity of leads are key indicators of marketing success. [page](https://socialinfluencebuilder.com/en/glossary/#lead) ## Lead Scoring A scoring system that assigns a score to each prospect based on predefined criteria: online behavior (pages visited, emails opened), demographics (industry, company size), and level of engagement. Lead scoring helps prioritize the prospects most likely to convert. [page](https://socialinfluencebuilder.com/en/glossary/#lead-scoring) ## Long-Tail Keywords An SEO strategy that targets longer, more specific keywords (3 or more words) rather than highly competitive generic terms. Long-tail keywords generally have lower search volume but a higher conversion rate. Example: "digital marketing agency SMB Montreal" vs. "marketing." [page](https://socialinfluencebuilder.com/en/glossary/#longue-traine) ## Content Marketing A strategy that involves creating and distributing valuable content (blog articles, videos, infographics, guides) to attract and retain a target audience. Content marketing aims to educate, inform, or entertain rather than sell directly, which builds brand trust and authority. [page](https://socialinfluencebuilder.com/en/glossary/#marketing-de-contenu) ## Digital Marketing The full set of marketing strategies and tactics that use digital channels: search engines, social media, email, websites, mobile apps, and online advertising. Digital marketing differs from traditional marketing in its ability to precisely measure results and target audiences with accuracy. [page](https://socialinfluencebuilder.com/en/glossary/#marketing-numerique) ## Meta Description An HTML tag that provides a 150 to 160 character summary of a web page's content. The meta description appears below the title in Google search results and influences the click-through rate (CTR). While not a direct ranking factor, a compelling meta description increases organic traffic. [page](https://socialinfluencebuilder.com/en/glossary/#meta-description) ## Keyword A term or phrase that internet users type into a search engine to find information, products, or services. Identifying and strategically using the right keywords is at the core of SEO and paid search marketing (Google Ads). [page](https://socialinfluencebuilder.com/en/glossary/#mot-cle) ## Lead Nurturing The process of guiding prospects toward a purchase through personalized, automated communications. Nurturing uses emails, targeted content, and social media interactions to maintain prospect interest until they are ready to buy. [page](https://socialinfluencebuilder.com/en/glossary/#nurturing) ## Customer Journey The full set of steps and touchpoints a customer goes through from becoming aware of a need to making a purchase and beyond. Understanding the customer journey allows you to optimize every interaction and deliver the right message at the right time on the right channel. [page](https://socialinfluencebuilder.com/en/glossary/#parcours-client) ## Persona (Buyer Persona) A semi-fictional portrait of your ideal customer based on real data and informed assumptions. A persona includes demographic information, motivations, challenges, media consumption habits, and decision criteria. Personas guide content creation and ad targeting. [page](https://socialinfluencebuilder.com/en/glossary/#persona) ## Facebook Pixel (Meta Pixel) A JavaScript code snippet installed on a website that tracks the actions of visitors coming from Facebook and Instagram. The pixel collects conversion data, optimizes ad campaigns, creates retargeting audiences, and measures the return on investment of Meta ads. [page](https://socialinfluencebuilder.com/en/glossary/#pixel-facebook) ## Quality Score A score from 1 to 10 assigned by Google Ads to each keyword, based on three factors: expected click-through rate, ad relevance, and landing page quality. A high Quality Score reduces cost per click and improves ad position. [page](https://socialinfluencebuilder.com/en/glossary/#quality-score) ## Remarketing (Retargeting) An advertising strategy that targets people who have already visited your website or interacted with your content. Remarketing shows personalized ads to these visitors on other websites, on social media, or in search results, increasing the chances of conversion. [page](https://socialinfluencebuilder.com/en/glossary/#remarketing) ## Responsive Design A web design approach that ensures optimal display of a site across all devices and screen sizes: desktops, tablets, and mobile phones. Responsive design has been a Google ranking factor since the mobile-first index and is essential for user experience. [page](https://socialinfluencebuilder.com/en/glossary/#responsive-design) ## ROAS (Return on Ad Spend) A metric that measures the revenue generated for every dollar spent on advertising. Formula: ROAS = Ad Revenue divided by Ad Spend. A higher ROAS means the campaign generates more attributed revenue for each dollar invested. ROAS is the primary indicator for evaluating the profitability of paid campaigns. [page](https://socialinfluencebuilder.com/en/glossary/#roas) ## ROI (Return on Investment) A measure of the profitability of a marketing investment. Formula: ROI = (Revenue minus Costs) divided by Costs, multiplied by 100. A positive ROI indicates that the marketing strategy is profitable. ROI accounts for all costs (advertising, tools, human resources), unlike ROAS which only measures ad spend. [page](https://socialinfluencebuilder.com/en/glossary/#roi) ## Segmentation The division of an audience or customer database into homogeneous groups based on specific criteria: demographic, geographic, behavioral, or psychographic. Segmentation allows marketing messages to be personalized and improves the relevance of campaigns for each target group. [page](https://socialinfluencebuilder.com/en/glossary/#segmentation) ## SEO (Search Engine Optimization) A set of techniques aimed at improving a website's visibility in the organic (unpaid) results of search engines. SEO has three pillars: technical optimization (speed, structure), content optimization (keywords, quality), and authority (backlinks, domain authority). [page](https://socialinfluencebuilder.com/en/glossary/#seo) ## Local SEO Search engine optimization for queries with local intent. Local SEO aims to position a business in Google's "local pack" (the 3 results with a map) and in Google Maps. It relies on optimizing the Google Business Profile, customer reviews, local citations, and geo-targeted content. [page](https://socialinfluencebuilder.com/en/glossary/#seo-local) ## SERP (Search Engine Results Page) The page displayed by a search engine in response to a query. The SERP includes organic results, paid ads, featured snippets, local results (local pack), images, videos, and other elements. The goal of SEO is to appear in the top organic results of the SERP. [page](https://socialinfluencebuilder.com/en/glossary/#serp) ## Conversion Rate The percentage of visitors who complete a desired action (purchase, sign-up, quote request) relative to the total number of visitors. Formula: Conversion Rate = (Number of Conversions divided by Number of Visitors) multiplied by 100. It is a key indicator for measuring the effectiveness of a website or marketing campaign. [page](https://socialinfluencebuilder.com/en/glossary/#taux-de-conversion) ## Bounce Rate The percentage of visitors who leave a website after viewing only one page, with no interaction. A high bounce rate may indicate that the content does not match the visitor's expectations, that the page loads too slowly, or that the design is not engaging. [page](https://socialinfluencebuilder.com/en/glossary/#taux-de-rebond) ## UX (User Experience) The quality of the experience a user has when interacting with a website or application. UX encompasses ease of navigation, content clarity, page load speed, accessibility, and overall satisfaction. Good UX increases conversions and reduces bounce rate. [page](https://socialinfluencebuilder.com/en/glossary/#ux) ## WordPress The world's most popular open-source content management system (CMS), used by a large share of websites. WordPress offers great flexibility through its themes and plugins, an active community, and an intuitive interface. It is suited for brochure sites, blogs, e-commerce stores, and web applications. [page](https://socialinfluencebuilder.com/en/glossary/#wordpress)