Simple, and incomplete, glossary of digital marketing terms. Drop me a line on if you want a term explained.


Attention Ratio

The ratio between [undesired]:[desired] possible actions on a landing page. Lower ratios support better page CTR and CVR



Stands for Expertise – Authoritativeness – Trustworthiness, which are the main factors for evaluation whether a site is high or low quality as per Google’s Quality Rating Guidelines. In effect, a site with content that lacks expertise, authority, and/or is not trustworthy will be rated as low quality. Sites in the YMYL space are judged more stringently.

Search Entity

An “entity” is a person, place, or thing. For example, entities often generate Knowledge Graph boxes in Google when they are searched for. RDFa, microdata, or markup can (usually) be applied to an entity to provide semantic information in a computer readable format.


Message Match

Mainly used in PPC. The ad headline and strapline should be replicated on the landing page for a good message match, which supports page performance. Related to Information Scent in overall marketing communications theory. See more here



The ratio of the quantity of goods sold by a retail outlet to the quantity distributed to it wholesale.


Web Light Results

Web Light is a faster and lighter web page technology that is shown to people searching on slow mobile connections. These transformed web pages load 4x faster and use 80% less data, which has made these popular with search engine users. View this site as a Web Light page.



Your Money or Your Life, i.e. websites that cover any facet of money, investments, health, or other factors for a reader’s financial, emotional, or physical well being. Note that any site which asks for credit card numbers, donations, and so on will be included in this group. E-A-T criteria are applied more stringently to these sites.


ZXTM – Zeus Extensible Traffic Manager

Load balancer software from Zeus Technology, first released in 1995 and last updated in 2008. See wikipedia.