Digital Marketing Terms (Terminology) P

Page Authority (PA)

Page Authority (PA) is a measurement used by some digital marketing software shows ‘how important a web page is to help estimate the value of a website for digital marketing purposes.


PageRank was used by Google to show how well a website is on a scale of 1 to 10 that John Mueller of Google says they still use as of June 2021.

Page Load Speed

This is a ranking factor of Google’s algorithm. It is a measurement of how fast a web page loads up. Google started MFI (mobile-first indexing) to stress the importance of page load speed when mobile searches first beat computer searches in Google.

Page View

Page View is a metric that is used to show you how many times a particular web page has been viewed during an allotted amount of time. This way you can quickly view which pages are popular on your website and which are not to help you improve your website by fixing or getting rid of the pages with low page views or expanding on the content of the pages with high page views.

Pages Per Session

Pages Per Session is a metric that shows you how many pages were visited by a website visitor during a visit to your website. The more pages they visit on your website the more engaging it is and Google takes that into a factor in its ranking algorithm.


These digital marketing terms are an example of pagination. When a web page is split into many other pages because it would be too large to put on a single page and cause a long time for that page to load. These marketing terms have been split up alphabetically.

Examples used in HTML tags would be rel=”prev” and rel=”next” to help the search engines know the order that which the pages go. I used a table of contents format for this example.

Paid Search

Paid Search is used to describe an online campaign where you pay for links to your website and leads to your business. They can use private ads on websites, pay-per-click campaigns, and more.

Pay-Per-Click (PPC)

Pay-Per-Click campaigns are used in Google Adwords and other pay campaigns that when someone clicks on a link in your ad you pay for it to Google or another service. What you pay depends upon the popularity of the keyword phrase that is used to display the ad.

Pay-Per-Impression (PPI)

Another method of paying for ads you create is the use of Pay Per Impression. With Pay Per Impression you pay a set amount on how many times your ad is displayed in front of the user whether they click on a link or not.


PBN stands for Private Blog Network or more commonly known as Linking Farm which was a black-hat deceitful way of building links to your website that has long since been discovered and does not work in the search engines anymore.


PDF stands for Portable Document Format file that was developed by John Warnock of Adobe. It is a universal condensed way to display and share content.


The penalty is a common phrase used to describe when a website gets penalized for using deceitful black-hat techniques to get rankings for the website. When discovered your website can get penalized and have its ranking dropped.

People Also Ask Listings

With the help of AI (artificial intelligence), Google displays questions that people ask that are related to your search. This is a good resource to discover what the searcher’s intent is in keyword research.


The categorization of a website visitor is a description of what the person is, what they like, dislike, behaviors, needs, goals, etc. to help marketers bring the appropriate content and better sell their products or services too.


Personalization is a term used that Google uses to bring the correct SERPs (search engine results pages) to a person that is doing a search in their search engine. The results of the SERPs depend upon the person’s location, browser history, search history, what ads they clicked on before, etc. This is all taken into determination to show the proper websites when they do a search online.

For example, if a person frequently visits railroad websites and visits railroad forums when they do a search for “images of tracks” they will more than likely get images of railroad tracks instead of car racing tracks.


PHP stands for Hypertext Preprocessor and is one of the programming languages used to create websites. Especially websites that can provide dynamically created content.


Pop-Unders are websites that pop up when you leave the website showing displayed there after you close the website you are visiting. Often to display advertising and which can be annoying to a website visitor. Especially if there are dozens of Pop-Unders. Some browsers can block pop-ups and pop-unders.


Pop-Ups are websites that pop up over your existing website. They are often used to promote themselves asking you to sign up for a newsletter or give you other information. Since Pop-Ups are generally hated I would not recommend using them unless it is done tastefully and it is relevant to what the web page is about. Some browsers can block pop-ups and pop-unders.


A position is often referred to as the ranking position of a website. On the first page of Google, they used to have 10 positions that your website can rank but the inclusion of ads, snippets, info boxes, etc. can change that.


The importance of a website/business determines how it is to be listed in the SERPs (search engine results pages).


Pruning is the act of getting rid of low-quality pages of a website so that the rest of the website can grow better in the rankings and increase the overall quality of the site much like pruning a tree.