With all of the acronyms flying around, it’s a wonder anyone knows how this stuff works at all!

Here are some Digital Marketing Vocabulary words and phrases, broken down to simple and digestible terminology.


DNS (Domain Name Server): The Phone book of the internet. Turning URL’s into IP addresses. New websites are assigned an IP address which is then hosted on a DNS.

IP Address (Internet Protocol): Designed to allow one computer (or other digital device) to communicate with another via the Internet. IP addresses allow the location of digital devices that are connected to the Internet to be found and differentiated from other devices.

Local ISP (Internet Service Provider): Logical first step in figuring out where the IP is hosted. This is a company that provides individuals and other companies access to the Internet and other related services such as Web site building and virtual hosting.

Root Name Server: If local DNS doesn’t recognize, it goes to server that knows all “top level domains” (.com). There are certain servers specific to .com URLs.

DNS caching: Default DNS caches within 24 hours. Whoever registers the sites DNS is legally the owner. Migrate sites over the weekend due to the 24 hour caching on DNS.

Protocols: Simple language allowing computers to share info.

IPS (Internet Protocol Suite): Internet Protocol Suite (TCP/IP). Four layers (depending on what you are doing). Application layer is the most important for developers.

HTTP (Hypertext transfer protocol): defines how messages are formatted and transmitted, and what actions Web servers and browsers should take in response to various commands.

FTP (File Transfer Protocol): Enables transfer of large files (file server, not web).

SMTP (Simple mail transfer): Enables the sending of mail.

RTP (Real Time Transfer Protocol): Enables the sending of audio/video.

POP (Post Office Protocol): Used for receiving mail. A simple set of instructions that let your computer retrieve messages from the BOL mail server.

Stateless: (Positives) quick & temporary,no memory needed. (Negatives) requires other means for logins/e-commerce/etc. This is handled through cookies/javascript/etc.

HTTPS (Hypertext Transfer Protocol Secure): Layering of security protocol.

URL (Uniform Resource Locator): Example:  [protocol]://[subdomain].[domain].[top level domain]

Website Process: URL Request goes to the  DNS Server which then sends a message to the Web Server which then sends another URL request. This process continues through the interaction on the website.

WordPress Platform Updates: The wordpress platform is updated regularly. This can range from minor security updates to major language updates. It is important to keep updated to avoid security risks as well as miscommunication between plugins and themes.

Plug In Updates: Plug in updates are at the discretion of the designer of the plugin itself. It is important to stay updated on these to avoid holes that hackers could use to enter your site code and cause harm.

Dead-Link Check-Ins & Mitigation: Interior links that take users from one area of your site to another should always be working properly. Similarly, if you link to content outside of your site, it is important to check for broken links to ensure your audience are getting to the intended information.

Spam Comment Management: If commenting is a functionality on your site, it is important to have measures in place to ensure that only valid commenting is displaying. Often times scammers, spammers and hackers will use this area to build backlinks to their products and websites. Regular clean up is recommended.

Weekly Backup of Full Site: Full weekly backups of both file structure and database are highly recommended. Similar to backing up your computer – it is a good habit to be in and can save a lot of heart ache, wasted time and money.

Minor Web Changes (2 hours per month): With our Active Management programs, clients are allotted up to 2 hours of minor web changes on their sites. This includes, but is not limited to small page additions, minor aesthetic changes, content additions and updates.