Digital Glossary

Your go-to glossary of digital terminology

Every now and then, we wonder what digital terminology means.
(What does that acronym stand for, again?)
Here is a comprehensive list of digital terms at your disposal.
Search for the keyword that you’ve been meaning to look up, and voilà!
Or perhaps you’re new to digital and looking for a quick overview to get you up to speed?
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🌍What is - 💸Performance Marketing

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A natural language processing (NLP) technique used by search engines to group together different variations of a keyword. Stemming allows search engines to understand that words with similar roots or stems have similar meanings, and to return search results that are relevant to the user's search intent, even if the search query doesn't exactly match the wording on a webpage.

For example, if a user searches for "running shoes", a search engine that uses stemming might also return results for "runners' shoes", "running footwear", and "jogging shoes", as these variations share the same root word.


A situation that occurs when multiple pages on a website target the same keyword or set of keywords, resulting in competition among those pages for rankings in search engine results pages (SERPs). This can lead to a dilution of authority and relevance for those pages, as search engines may have difficulty determining which page is the most relevant for the target keyword.

Keyword cannibalization can occur when website owners inadvertently create multiple pages targeting the same keyword, such as when creating similar content on different pages or using similar keywords across multiple pages. It can also occur when a website's information architecture is poorly designed, resulting in multiple pages targeting the same or similar keywords.

Keyword cannibalization can negatively impact a website's search engine rankings and traffic, as search engines may not know which page to rank for a given keyword, and may end up ranking a less relevant page.

💸Performance Marketing
⚡Google Ads

A word or phrase used to match website content to a user inquiry they are words that topics get searched by on search engines.
The search engines when searching for a topic, will look for web pages that contain these keywords Advertisers can bid on these terms or phrases to show ads within the results pages.
In paid search advertising, this word or phrase is used to match a search query to an ad. For search engine optimization, this word or phrase is used to create content that will be relevant to users when found in a search query.
It also known as a word that a user enters in search.
Each web page should be optimized with the goal of drawing in visitors who have searched specific keywords it's an indicative of the major theme in a piece of content. When you search for something in a search engine, you type in a keyword and the search engine gives you results based on that keyword.
One major Goal of SEO is to have your website show in searches for as many relevant keywords as possible.


Keyword density refers to the percentage of how often a keyword appears on a webpage in relation to the total words on that webpage. It is A measurement of the occurrence of a keyword on a page or website in relation to the total number of words on the same page or website.


Using a keyword an unnecessary amount of times in an attempt to attract attention from search engines for that keyword in order to rank for that keyword. This is not a recommended tactic, and is, therefore, a form of Black Hat SEO. When a web page uses a keyword too often or superfluously, with the intent of manipulating search engines. This type of behavior is frowned upon and can lead to either algorithmic devaluation in search, or a manual penalty from Google.

🌍What is

Similarly to the Knowledge Panel, this tool shows up at the top of the screen, but generally in research related search results.
The panels summarize quick information points that are often pulled from sources like Wikipedia. These are commonly found when researching things like people, places, events and other topics.
It's A collection of information about real-world objects and entities that search engines use to create knowledge panels. Introduced by Google in 2012.

🌍What is

Like the Knowledge Graph, this box appears at the top of search results on the search results page and is meant to give the searcher a brief look at the information available on the web about the topic. The knowledge panel is automatically generated by the search engines and is shown for entities that are included in the knowledge graph.
This tool is designed to display when users search for a business on Google; it can help users get quick information about a business like phone numbers, reviews and location. Much of the information is pulled from sources like Google My Business and Google Maps.

🌍What is
💸Performance Marketing

Key Performance Indicator. KPIs are the main goals of a campaign it is a metric you use to measure your progress toward business goals. In social media marketing, KPIs are the most important stats to track in order to see if you’re meeting the objectives of your social strategy. For example, if your primary objective on social was to raise brand awareness, post reach or ad recall lift might be your KPIs.
It also known as a type of performance measurement used to demonstrate how effectively a marketing project, company, or employee is achieving key business objectives. Common KPIs are cost reduction, revenue improvement, or increased customer satisfaction.
KPI is any important metric used to measure success as it relates to a marketing goal.
KPI is a marketing term referring to the measurement used to determine and evaluate an employee’s or an activity’s success. Marketers use KPIs to determine what marketing strategies are successful and if they are progressing towards their marketing goals. KPIs are a good way to evaluate one company against what the industry standard is. What qualifies as a KPI is determined by your company — it may be a CAC (See Customer Acquisition Cost) or the projected CLV (See Customer Lifetime Value). Your KPIs are determined by what your company is looking to improve upon or gauge.