Marketing Jargon Decoded

Aug 21, 2019

There are a lot of terms that are just tossed around without any clarification in marketing circles. This blog post will cover marketing jargon: decoded. This is a comprehensive guide into those marketing terms that sometimes gets confusing. Each term has a simple, foundational definition after it. Read on to learn more, and keep this as a resource for later days when you need a refresher on these 32 common marketing terms.

Marketing Jargon Decoded

A/B Testing

A/B is sending two versions of an email to your subscribers to see which version performs better.


Looking at analytics deals with examining the data gathered from a website, post, or content’s performance.


A company that sells to another company.


A company that sells to the consumer.

Black Hat SEO

Black hat SEO techniques are techniques that are against guidelines. These practices go against the regulations set in place by search engines.

Call-to-action (CTA)

This is a link (text, button, or image) that is provided so that someone takes an action. This is usually a link that leads to a landing page on your website—be that a resource page, home page, or special offer page.

Click-through Rate (CTR)

The percentage of visitors that transfer from one step of the marketing process to the next. For example, the number of people who click on an email link divided by the number of opportunities given for people to click on the link (number of email recipients).

Content Management System (CMS)

Web application that manages content and web pages.

Content Marketing

A type of marketing that focuses on creating content (videos, blogs, posts) to inform and interest an audience, rather than directly promote a product.

Conversion Rate

Often, conversion rate is the percentage of visitors that turn into paying customers. However, conversion rate can also refer to the percentage of people who perform another action, like subscribing to an email list or visiting a page on your website.

Editorial Calendar

This is a calendar that schedules out your content, defines your audience, and specifies what content you’ll post. An editorial calendar keeps your posts organized.

Engagement Rate

How many likes, comments, and shares a social media post acquires.

Evergreen Content

This is content that doesn’t go out of style. Evergreen content covers information that is useful and applicable for years to come, for both the audience and your company.

Inbound Marketing

Inbound marketing focuses on solving problems and giving opportunities to the customer. This type of marketing’s goal is to delight, attract, and engage potential customers.


Keywords (used in SEO) are the words that describe the content on your page/site. These keywords help searchers and search engines know what your page/site is about.

Landing Page

These pages are specific pages that can only be accessed through a link. For example, an email call-to-action link would lead to a landing page relating to the call-to-action. These pages are meant to generate leads or produce sales.


A lead is a person or company that has shown actionable interest in a product or service.

Lead Nurturing

Lead nurturing is a marketing focus that focuses on guiding a lead from interest to sales.

Long-Tail Keyword

Long-tail keywords are phrases that are a few words long that are very specific to what your site/page is about. These keywords will narrow the searches that your page will show up for, which in turn makes the visitors who land on your page more specifically interested in it.

Mobile Optimization

Mobile optimization is making your website easy to use on a mobile device (phone or tablet).

Off-Site SEO

Off-site SEO is the SEO efforts that are not done on your website—this could include things that build the trustworthiness of the website like reputable websites linking to it.

On-Site SEO

On-site SEO is the SEO efforts done on your own website. For example, working on keywords, meta descriptions, and content that build your search engine ranking.

Organic Traffic

Organic traffic is traffic driven from search engines.

Outbound Marketing

Outbound marketing is generally what people think of when they think of marketing. That is, messages that are sent out to potential customers from a company.

PPC Advertising

Pay per click advertising is advertising (usually through Google Ads) where you pay only when the ad link is clicked.

Responsive Design

If a website has responsive design, it adapts automatically to each screen size and configuration it is viewed on.


ROI stands for “return on investment”, so in marketing that means how much profit/money/sales a marketing venture produces.


Search Engine Optimization (SEO) deals with the rankings of your website in website search results. SEO improves the quality and amount of visitors on your site.

Unique Visitor

A visitor that comes back to your website more than once. A unique visitor is different from overall site visits. For example, you could have 15 site visits but only one unique visitor (if the visitor had visited the site 15 times).

User Experience (UX)

The user experience is all the experiences that someone has with your company, from first sight to final relationship.

User Interface (UI)

The user interface includes where the user interacts with your company—interfaces like websites and apps.

White Hat SEO

White hat SEO are SEO practices that don’t break any regulations. These are ways to improve your SEO in an approved manner.

As always, don’t hesitate to reach out to RedMoxy to further discuss any of these marketing topics. We’d love to talk with you!