DIGITAL MARKETING TERMINOLOGY Start With D
Dashboard – A web page that contains and displays aggregate data about the performance of a website or digital marketing campaign. A dashboard pulls information from various data sources and displays the info in an easy-to-read format.
Digital Marketing – A catchall term for online work that includes specialized marketing practices like SEO, PPC, CRO, web design, blogging, content, and any other form of advertising on a internet-connected device with a screen. Traditionally, television was not considered digital marketing, however the shift from cable television to internet streaming means that digital advertising can now be served to online TV viewers.
Directory – 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.
Display Ads – 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.
Display Network – 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.
DNS – Stands for Domain Name System, it is a protocol that translates website URLs (which use alphabetic characters) into IP addresses (that use numeric characters). DNS exists because it is more useful for internet users to remember letters and words in website URLs, but the world wide web communicates in numbers with IP addresses. Without DNS, every website would just be a string of numbers rather than a traditional URL.
Dofollow – A phrase that denotes a hyperlink absent of a “nofollow” tag. By default, a hyperlink is a dofollow link until a “nofollow” piece of code is added to it. Dofollow links pass SEO equity to the destination URL, while “nofollow” links do not.
Duplicate Content – Refers to instances where portions of text are found in 2 different places on the web. When the same content is found on multiple websites, it can cause ranking issues for one or all of the websites, as Google does not want to show multiple websites in search results that have the exact same information. This type of duplicate content can occur because of can result from plagiarism, automated content scrapers, or lazy web design. Duplicate content can also be a problem within one website — if multiple versions of a page exists, Google may not understand which version to show in search results, and the pages are competing against each other. This can occur when new versions of pages are added without deleting or forwarding the old version, or through poor URL structures.
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