A/B Testing
An experimentation method that compares two versions of a web page, email, or ad to determine which one performs better.
Website design in Montreal built to convert visitors into customers
Digital marketing glossary
Digital marketing glossary: clear definitions of the terms that matter for your business, from Social Influence.
Digital marketing glossary explained
This digital marketing glossary defines the search, advertising and measurement terms used when planning a business campaign.
A
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.
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B
Backlink (Inbound Link)
A hyperlink from an external website pointing to your site.
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.
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Bounce Rate
The percentage of visitors who leave a website after viewing only one page, with no interaction.
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C
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.
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CMS (Content Management System)
Software that allows you to create, edit, and manage website content without programming knowledge.
Conversion
A desired action a visitor takes on a website: purchase, newsletter sign-up, quote request, document download, phone call, etc.
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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).
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CPC (Cost Per Click)
An advertising pricing model where the advertiser pays only when a user clicks on their ad.
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.
Lead management and CRM that helps Montreal SMBs close more customers
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).
Conversion Funnel
A model representing the successive stages a prospect moves through before becoming a customer: awareness, interest, consideration, decision, and action.
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Content Marketing
A strategy that involves creating and distributing valuable content (blog articles, videos, infographics, guides) to attract and retain a target audience.
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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.
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Conversion Rate
The percentage of visitors who complete a desired action (purchase, sign-up, quote request) relative to the total number of visitors.
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D
Duplicate Content
Content that is identical or very similar appearing on multiple URLs, whether on the same site or on different sites.
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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.
E
E-Commerce (Electronic Commerce)
The buying and selling of products or services online.
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F
Facebook Ads
Meta's advertising platform that allows targeted ads to be delivered on Facebook and Instagram.
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Facebook Pixel (Meta Pixel)
A JavaScript code snippet installed on a website that tracks the actions of visitors coming from Facebook and Instagram.
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G
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 Business Profile
A free Google tool that allows businesses to manage their online presence in Google Search and Google Maps.
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I
Inbound Marketing
A marketing strategy that attracts potential customers to your business through valuable content, rather than reaching out to them directly.
Indexing
The process by which search engines find, analyze, and store web pages in their database.
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K
KPI (Key Performance Indicator)
A measurable metric used to evaluate the success of a marketing action against a defined objective.
Keyword
A term or phrase that internet users type into a search engine to find information, products, or services.
L
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.
Lead (Prospect)
A person or company that has expressed interest in your products or services by providing their contact information.
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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.
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Long-Tail Keywords
An SEO strategy that targets longer, more specific keywords (3 or more words) rather than highly competitive generic terms.
Lead Nurturing
The process of guiding prospects toward a purchase through personalized, automated communications.
Marketing automation that nurtures leads while you focus on your business
Local SEO
Search engine optimization for queries with local intent.
M
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.
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Meta Description
An HTML tag that provides a 150 to 160 character summary of a web page's content.
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P
Persona (Buyer Persona)
A semi-fictional portrait of your ideal customer based on real data and informed assumptions.
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Q
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.
R
Remarketing (Retargeting)
An advertising strategy that targets people who have already visited your website or interacted with your content.
Responsive Design
A web design approach that ensures optimal display of a site across all devices and screen sizes: desktops, tablets, and mobile phones.
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ROAS (Return on Ad Spend)
A metric that measures the revenue generated for every dollar spent on advertising.
ROI (Return on Investment)
A measure of the profitability of a marketing investment.
S
SEO Audit
A comprehensive analysis of a website to identify technical issues, content gaps, and optimization opportunities that affect its ranking in search engines.
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Segmentation
The division of an audience or customer database into homogeneous groups based on specific criteria: demographic, geographic, behavioral, or psychographic.
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SEO (Search Engine Optimization)
A set of techniques aimed at improving a website's visibility in the organic (unpaid) results of search engines.
SERP (Search Engine Results Page)
The page displayed by a search engine in response to a query.
T
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.
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U
UX (User Experience)
The quality of the experience a user has when interacting with a website or application.
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W
Workflow
An automated sequence of actions triggered by a specific event.
Marketing automation that nurtures leads while you focus on your business
WordPress
The world's most popular open-source content management system (CMS), used by a large share of websites.
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