The Digionary: a glossary of terms N-Z

Here at Digital Cherry we are keen to ensure that you get the absolute best in terms of digital marketing advice and strategy. We would hate for you to feel that some of the terminology used is impenetrable. As such, we have put together the digionary: a dictionary of digital terms to help you understand any of the words or phrases you might not have previously come across.

Natural reach/search

Also called ‘organic reach’ – this is the reach that your advert or webpage gets without payment.


How users move from page to page within your site: the more user friendly, the better.

Online reputation

How you, your company, and/or your brand are perceived by the online community.


Online reputation management: the promoting of content that accentuates the client’s desired image. This can be attempted in-house, but often people hire an outside ‘OR manager’ to perform ‘online makeovers.’


Subscribe/unsubscribe. Usually to a mailing list or newsletter.

Page rank

A score of 1 to 10 based on the number and quality of a page’s backlinks. Anything of 5 or over should be considered good!


An extension to a software package, e.g. a WordPress plug-in to identify spam comments, or to enable ecommerce functions; or a Google Chrome extension that synchs your bookmarked pages across all your devices.

Purity point

A measurement of how successful your email mailing list is: a score of 0 would mean that all sent mails reached their destination, and a 1 would mean that none did.

Qualitative vs. quantitative data

Qualitative data is observable, and descriptive. Quantitative data is measureable and definitive.


The number of unique users who have viewed your content.

Reciprocal link

Where sites A and B each have a link to the other.


The URL from which a user clicked over to your site. Analytics can track this data and use it to inform your marketing strategy.


Return on advertising spend.

Robots exclusion protocol

Embedded in your site to tell search engine robots which pages to not index.


Really simple syndication: a way of receiving and reviewing information in only one browser window, using an RSS reader.

Search engine algorithm

The mathematical criteria search engines use to rank web pages.


Search engine optimisation: the practice of ensuring the content and structure of a website is best placed to increase the traffic to it from search engines.


Search engine results page.

Social media optimisation

A cross between SEO and social networking. The practice of optimising both brand presence and lead conversion using social media.


aka bots/crawlers/robots/trawlers: the automated programs used by search engines to gather information.

Touch point

Every point at which a consumer comes into contact with a brand – not uniquely.


User generated content, aka consumer generated media.


Uniform/universal resource identifier. The site/page address.


Unique selling proposition/point: what makes your brand, product, or service stand out.

Viral marketing

So-called because the person-to-person spread of a meme or message mimics the speed of a virus.

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