20 Online Marketing Terms you Must Know

Every business has their lingo. Before getting into an industry, you must first know the lingo of the business that you are going to put up—including the jargon used.

Same with other businesses, there are also tons of terminologies used in online marketing. Some of these are as follows:

Affiliate Marketing

Affiliate Marketing is a type of Internet marketing wherein the marketer partners with other online marketing solutions firm. With this, the affiliate marketer will look for clients for his/her partner and, upon gaining sales, will then receive a fixed commission or compensation that they agreed beforehand.


Algorithm is the term search engines (i.e. Google, Yahoo, Bing) use for the formulae to determine the rankings of websites. There are programs that analyze or grade your site. With this data, it will then come up with the value of your site and fix sequences of pages regarding the result of the algorithm.


Analytics, also known as web metrics, is the collection of data on websites and its users where programs used for these would give performance information based on clicks, time, pages viewed, website paths and other information.

Content Management System (CMS)

Content Management Systems or CMS allow website owners to include text and pictures as well as changes to the site without specialized programming knowledge in software such as Adobe Dreamweaver or Microsoft FrontPage. Furthermore, CMS can be edited by anyone with basic word knowledge via Internet connection. Examples of common CMS are WordPress, Drupal and Joomla.


E-commerce is simply the ability to purchase products and sell them online. Website features that allow this are commonly called shopping carts. An example of an e-commerce site is Amazon.com.


Geo-targeting is targeting potential clients at their specific location. It allows advertisers to specify which markets they do and do not want to reach.


Impressions are the number of times an ad is displayed regardless if it is clicked or not. One display would equal to one impression.


Keywords are like search terms which people use (words or a group of words) in search engines. They are also the terms online marketers bid for to attract visitors to their website or landing page.

Link Building

Link building is the process of obtaining hyperlinks from websites and leads it back to yours. It is the process of increasing the number of inbound links to a website in a way that will increase search engine rankings.

Online Branding

Online branding is simply getting your brand “out there.” It is the process wherein online marketing methods will be used in order for your brand to be seen on the Internet.

Online Reputation Management (ORM)

Online Reputation Management is the process wherein businessmen want to achieve a positive image or reputation in the online world. This also includes countering negative feedback against themselves or their companies that would possibly make them lose sales.

Page Rank

A page rank is a term to describe how well a particular website is listed in Search Engine Results Pages (SERPs). It is determined through the traffic algorithm and other data that are listed by search engines. It can also be called the “position” of a specific website in search engine results.

Pay-Per-Click (PPC)

As per its name, PPC means you pay a pre-determined amount each time someone clicks your advertisement –may it be in other websites or search engines itself. It is one of the most common types used in search engine advertising as it would mean gaining the topmost rank in SERPs and being featured in certain websites.


Sandboxed is the term used when your website is “put into prison” by Google and other search engines. This often happens if you are caught spamming or doing “illegal” online marketing tactics.

Search Engine Marketing (SEM)

SEM is basically all forms of marketing which involves search engines.

Search Engine Optimization

Search engine optimization or SEO is the process used to affect the visibility of a website through natural or un-paid (organic) ways. This is primarily done by link building and content development.

White Hat SEO

White hat SEO means using optimization techniques that are “legal” and accepted by search engines (i.e. proper link building).

Black Hat SEO

Black Hat SEO includes spamming of links and other tactics that are illegal in an attempt to have higher rank in SERPs. Doing such might lead to being sandboxed or low site rank.

On-Page Optimization

On-page SEO is building traffic solely in your website by including specific and relevant keywords or phrases in the site.

Off-Page Optimization

Off-page SEO includes submission of articles with proper link-building tactics in other sites in order to attract potential clients and to get “clean” links. Basically it is SEO done outside your site.

Social Media Marketing (SMM)

Social media marketing refers to the process of gaining website traffic or attention through social media sites such as Facebook, Twitter and Google+. It usually centers on creating content that attracts attention and encourages readers to repost or share it on their social networks.


Spamming refers to unwanted data via email or on a website that is “illegal” to search engines. Example is a web content that search engine deems to be “harmful” such as nonsensical doorway pages or too many keywords. Spamming is often used in Black Hat SEO.


Spider or robot are “crawlers” that gather listings by automatically crawling throughout the Web. It follows links to web pages and makes copies of those pages and stores them in search engine’s index.


Retargeting is the process of attracting an audience which has already been previously exposed to a message, offer or advertisement in your website.


Traffic is the amount of data sent and received by visitors to a website. It is determined by the number of visitors and the number of pages that they visit. Traffic is used by to see which parts or pages of a site are popular to visitors; hence leading them to have a high rank in search engine results.