Digital Marketing Terms Decoded - August Edition

By: Mira Rawady

Welcome to the August edition of our Digital Marketing Terms Decoded series, here to help you build a successful online marketing strategy. Whether you've encountered any of the upcoming terminology before or just started dipping a toe into the pool, we’re here to make sure everything's crystal clear! Before diving into this edition, make sure to check out previously explained terms here. Happy Marketing!

August's Digital Marketing Terms Decoded is here with new additions to your marketing glossary. From online advertising to website development, search engine optimization, and user experience, we're breaking it all down.

Google Ads

Before we get started on this topic, Google has officially changed its famous advertising system's name. The change from Google AdWords to Google Ads is part of a broad rebranding of Google's ad products and lineup. If you didn't know, now you do. Change is the only constant in our digital marketing and advertising universe.

Google Ads is a digital advertising system largely focused on keywords, which businesses can use to promote their brand and online presence via Search Ads, Display Ads, Video Ads, or App Ads. The program works both on a pay-per-click and/or cost-per-impression basis. Businesses and marketers use the platform to create ads based around keywords that people are likely to input in their Google searches. When one of these keywords is searched, the ad is triggered and displayed under 'sponsored links' which show up above/below and separately from organic search results.

Related Article: How To Improve Your Google Ads Campaign


When a web page links to any other page, it's referred to as a backlink or inbound link. Backlinks are incoming links to a webpage that can be used to strengthen SEO and determine the popularity of your website. Search engines including Google take backlinks into consideration when determining relevant search results. Including backlinks in your website can also help improve organic ranking and increase referral traffic.


Responsiveness or Responsive Web Design is an approach to website development that focuses on webpages displaying suitably according to user behaviour, device choice, screen size, platform, orientation, and other visual factors that websites should acknowledge and display themselves according to. The purpose of responsive design is having one website that renders for different devices and screen sizes so as to provide better use experience with the freedom to explore a website on any chosen device. Responsive web design is an essential tool for digital marketing and mobile currently accounts for half of all global web pages served. So far in 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones. Website visitors will likely abandon your website if it doesn’t conveniently adjust to the interface or device they are browsing on.

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Long-Tail Keywords

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Much like normal keywords, long tail keywords are used to define what is on a webpage and where it shows up in search engine results. However, long-tail keywords are more specific and are thus less competitive than generic keyword terms. For example, the long-tail version of the term ‘t-shirt’ could be ‘graphic t-shirt slim fit’ which would narrow down the search for users with specific requirements. Using long-tail keywords may pull in less traffic numerically, but you’ll be targeting the audience that you’re looking for and is looking for you right back! That audience is the user group closest to their point of purchase and the most interested in engaging with your brand and services.

Related Article: Most Valuable Keywords

Conversion Rate

The conversion rate is a web analytics term used to measure the percentage of users who take a desired call-to-action on your website. High conversion rates are indicative of successful online marketing and web design that have resulted in visitors wanting what you’re offering and easily being able to get it. In order to improve conversion rate, some businesses test different headlines, buttons, CTAs, or landing page images to see which elements lead to more conversions.

Related Article: How to Craft an Effective CTA

We hope you’ve enjoyed this edition of Digital Marketing Terms Decoded. What marketing concepts or terminology do you want to know more about? Contact UpOnline for more information on online marketing tactics and make sure to follow our blog so you don’t miss out on the upcoming tips, tricks, and trends of digital marketing. Keep an eye out for our next edition!

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