Digital Marketing Glossary

All #0-9 A B C D E F G H I J K L M N O P Q R S T U X


When an ad is displayed to a user, this is called an impression – as the ad has been seen. Whether or not the ad is clicked isn’t taken into account.

Impression share

The actual number of impressions your ads receive vs the number of impressions they could have potentially received. Impression share is influenced by many factors such as budget, quality score and keyword bids.

Inbound link

A link that directs to your website from another website.

Inbound marketing

Where you create valuable content that is tailored for your audience in order to attract customers.

Incentivised traffic

Traffic, which is generated by means of a reward system, for example if a visitor clicks on a certain page or site, they receive a discount on their order.


Google’s list of websites. If a site has been ‘indexed,’ it is included in Google’s list of the web.

Interactive content

Interactive content is a fun way for your audience to get involved in some way with your content as opposed to simply scanning/reading it. Things like quizzes, games, interactive landing pages and infographics are classed as interactive content and usually receive more engagement from your audience.


An advertisement that loads between two content pages.

Invisible web

Also known as the ‘deep web’ or ‘hidden web’, this is online content that’s not indexed by Google and therefore not as accessible to users. Password-protected websites and non-linked sites come under this definition.

IP address

ID unique to a computer or network


An internet service provider or ISP is a company that provides internet access for its customers for example Sky, BT, Virgin Media etc.

Local search

The process of utilising a search engine’s database of local business listings in order to target audiences based on their specific geographic locations.

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