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411.ca’s Digital Marketing Glossary

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Finding the right digital marketing solutions for your business can be tough, so before you make decisions, it’s essential to understand what all the terms and acronyms mean. We’ve gathered a list to help you de-code the world of online marketing.

Search Engine Optimization (SEO)

SEO is a marketing discipline used to increase your visibility in unpaid or organic search engine results. Visit this beginner’s guide to SEO for more information.


One of the ways to improve your organic ranking is using specific keywords in your content, to make it easier for people to find your site. There are free tools that allow you to research the best keywords for your industry. Once you have a list of keywords that people use to search for your product, service or business, include them in the content of your website.

Search Engine Friendly (SEF)

Ensuring your website is SEF means using images, video, and rich, new content so that Google better indexes your website and loads it faster. Read these tips for creating a Google-friendly site for more information.


Blogging is a way of creating fresh and unique content for your site. This is another way of improving your organic ranking in search engine results. Blogging is also a form of content marketing.

Search Engine Marketing (SEM)

SEM, sometimes referred to as paid search, is buying traffic to your site through paid search listings. This is done through PPC listings (see below).

Pay per Click (PPC) or Cost per Click (CPC)  

PPC, sometimes referred to as CPC, is a form of Internet marketing in which advertisers bid on keywords and then pay a fee each time their ad is clicked. Google Ads, formerly known as AdWords, is the most popular PPC advertising system available.

See how we can help you with online advertising

Geo-location marketing

Geo-location marketing is a type of mobile marketing, which means targeting customers based on their location. Here are 10 tips for using geo-locating.

Local search

Local search is a tool that uses a specialized search engine, such as 411.ca, in which the user is able to submit a geographically specific for local business listings.

Add your business to 411.ca for FREE

Responsive Web Design

Responsive web design is about making your site responsive to your visitor’s screen size, platform and orientation. This encompasses adjustable screen resolutions and automatically re-sizable images, so that your site looks and functions properly regardless of the device your visitors use to access it.

Get a mobile-responsive website for as little as $1/day

Call To Action (CTA)

CTAs tell your visitor exactly what you want them to do. Some examples include Sign Up, Apply Now, Learn More, and Get Started. These phrases are generally bolded or highlighted so they stand out from the rest of the text.

Google Analytics

Google Analytics is a platform used to track and report website traffic. Google Analytics is free, and can be installed on any website.

Affiliate marketing

Affiliate marketing is a marketing technique in which companies use affiliates to promote their products, who are then rewarded for each customer they bring in.

Customer Relationship Management (CRM)

CRM refers to the practices, strategies and technologies a company uses to manage their relationships with their customers, specifically in relation to retaining customers and driving sales growth.

Lead generation

Lead generation is the process of capturing a customer’s interest in a business’s product or service, usually for the purpose of sales.

Social Media Marketing

Social media marketing is the process of gaining traffic to your site through your social media sites, such as Facebook, Twitter, LinkedIn, Instagram and so on.

Check out our social media marketing service

This list of terms should help you get a better understanding of digital marketing. If you have any questions or would like to learn more about digital marketing solutions for your business, give us a call at 1-866-411-4411 and one of our Online Presence Consultants will help you determine what’s right for your business.

*This post was updated in 2019.


Laura has a B.A. in Honours Communications Studies from McMaster University and is currently enrolled in Humber’s Public Relations Postgraduate program. She is passionate about writing and local business, so this blog is the perfect combination of the two.