Digital Glossary

Dwell time refers to the amount of time a user spends on a website or a particular page before returning to the search results page or navigating to another site. In other words, it measures the length of time a user engages with a website or page after clicking on a search result.
A longer dwell time indicates that users are finding the content on a website valuable and are engaging with it, while a shorter dwell time suggests that the content may not be meeting user expectations or providing a positive user experience.
Search engines like Google use dwell time as a ranking factor because it is an indicator of the quality and relevance of a website's content.

The less you know, the more confident you are. The more you know, the less confident you are.

Advertising (paid placements) on any digital platform. This can include social platforms like Instagram, Pinterest & Facebook as well as on search engines like Google or Bing and individual websites.

In SEO, "demoting" means that a search engine like Google has lowered a website's position in its search results. This can happen because of changes in the search engine's ranking algorithms or because other pages have become more relevant.

A metric used to measure the quality and trustworthiness of a domain. It is based on numerous factors, such as the number of domains linking to a website, the DR of these referring domains, the number of websites the referring domain links to. The more websites are linked to from the referring domain, the less DR each linked website gets. Developed by ahrefs

An inspection or examination of a business’s current digital advertising performance and tactics.

A direct message on social media is a private message sent directly to a user’s inbox. DMs exist in contrast to public forms of interaction on social media like commenting on an image or posting on a user’s timeline.

Display ads are one of the oldest forms of online advertising and come in the form of banners in different sizes that are served to online audiences via display ad networks.They are Ads on a display network which include many different formats such as: images, flash, video, and audio. Also commonly known as banner ads, these are the advertisements that are seen around the web on news sites, blogs, and social media or on a web page that a consumer is using.

DSA’s use Google’s organic web crawling technology to automatically target relevant search queries based on a retailer’s website content. DSA’s are used when trying to expand campaigns outside of the keywords already in the account to drive incremental traffic and results.

We tent to romanticize the past and view the future negatively, believing that societies/institutions are by and large in decline.

The buyer aspect of media buying that allows advertisers broad access and management of digital inventory through multiple ad exchanges, with the options to serve and track ads, perform real-time bidding on ads, utilize wide targeting, and optimize.

DMPs gather data, organize it and share it with other marketing technology systems.
It;s a software that houses audience and campaign data from various information sources like publishers websites and apps on which advertisers buy advertising.

A dark post is a social media ad that doesn’t appear on the advertiser’s timeline. Unlike organic posts or boosted posts, dark posts only show up in the feeds of users they’re targeting. “Dark post” is an informal term—on Facebook, they’re officially called “unpublished page posts”, on Twitter they’re called “promoted-only tweets”, on LinkedIn they’re called “direct sponsored content”, and on Instagram, all ads are dark posts by default.

Direct search traffic is made up of visits from people entering your website URL directly into their browser.

A part of the internet that is not indexed by search engines and is generally found only on secret or encrypted servers and requires special software or configurations to access. The Dark Web is thought to be used for illicit activities like black markets, illegal information sharing and underground political discourse.

a network of websites and apps that show display ads on their web pages. Google’s display network spans over 2 million websites that reach over 90% of people on the internet. Businesses can target consumers on the display network based on keywords/topics, placement on specific webpages, and through remarketing.

Sometimes known as a virtual assistant or intelligent personal assistant, this software or application can perform tasks or services via verbal commands from a user. These assistants are generally used to answer questions, set events and to-do lists, and can be set up to control utilities like lights and other automated devices in homes or businesses. Most smart devices also have built in digital assistants like Siri or Alexa.

Sometimes you can hire a real person (virtual assistant) that do some of those tasks.

Shows the website address (domain from the final URL) within the Search ad and does not display additional tracking parameters within the URL. This gives the user an idea of where they will go after they click on the ad.

The amount a marketer wants to spend per day on a specific audience or campaign initiative. This can fluctuate up to 20% each day.

The main web address of your site (i.e. www.yoursite.com). It’s good to renew ownership of your domain for several years. Search engine rankings favor websites with longer registrations because it shows commitment.

a search engine ranking factor used to measure the power of a domain name based on Age, Popularity, Size and other Search Engine Optimisation (SEO) factors. This measurement (scored between 1 – 100) represents how much authority a domain has, to help decide where it should appear in search results and indicating how good your entire domain is. It is calculated by the quantity of links to your site, the quality of those links, and the quantity and quality of those links.

The destination of your ad is where people will land if they click on it. “also known as” Landing Page.

In SEO "Devaluing" is when specific elements of a webpage, like certain types of backlinks, are deemed less important by a search engine. These elements don't boost a page's ranking as much as they used to, but they're not necessarily harmful.

As a witness who secretly fears being vulnerable to a serious mishap, we will blame the victim less if we relate to the victim.

A website that categorically lists websites with similar themes. Some directories like chambers of commerce (a list of businesses in one geographic area) can be helpful for SEO, however widespread abuse of spam directories led Google to discount links from directories whose sole purpose was selling links.

Just like directories for people and phone numbers, there are directories for websites. Submitting your site to a directory gives you more than just an inbound link; it helps people find you.