Digital Marketing Terms (Terminology) D


All of the information collected is used to assist the marketing department both online and offline.

Dead End Page

A website page that links to no other page.

Deep Link

A link on a website that points to internal pages instead of the home page or a link that points to the content inside of a mobile app.

Deep Link Ratio

The ratio of links pointing to and not pointing to the homepage of your website.

Delisting or Deindexing

When a website is removed from the search engine results pages because of manual actions or violating the webmaster guidelines.

Digital Marketing

Digital Marketing is a phrase coined to describe all marketing that is done for a business online which includes but is not limited to search engine marketing, social media marketing, search engine optimization, Google AdWords, sponsored links, website ads, and more.

Direct Traffic

Traffic to the website by typing in the URL directly into the browser or following a bookmark on the browser.


A website that has a list of websites within it according to its categories. This used to be a solid way of ranking a website until it has been abused.

Disavow Links

You can manually disavow links with the Google Disavow Tool which tells Google to ignore spammy links that are pointing to your website so that it can improve your ranking performance.


This used to be a sought-after directory to list your website in when directory listings were popular in digital marketing. It closed in March of 2017.


DNS stands for Domain Name Server. DNS translates the URL of a website like (which is easier to remember and use) into the IP address of the website like so that browsers can load up the resources for that URL.

DoFollow Links

A link that points to a website without using the nofollow attribute. This type of link is more valuable to have than one that has a nofollow attribute.

Document Object Model (DOM)

DOM is a programming structure for web pages that allow the web page to change how it is structured, looks, and changes the content of a web page itself through the use of JavaScript and other means.


The URL of a website is used to represent an IP address. An example would be

Domain Age

A smaller ranking factor that takes into account how long your domain name has been active.

Domain Authority (DA)

A measurement used by some digital marketing software shows ‘how important a domain name is to help estimate the value of a website for digital marketing purposes.

Domain History

The backlink and website history of a domain name. How often it changed hands and the progress of backlinks pointing to it determines its value of it for marketing purposes.

Domain Registrar

A domain registrar is where you purchase a domain name to point to your website.

Doorway Page

A black hat technique of deceitfully directing a website visitor to another page other than the one that they thought they were going to.


A search engine that focuses primarily on the user’s privacy came into being in 2008 and has been growing in popularity ever since.

Duplicate Content

Online content that is a duplicate or near-duplicate to another piece of content online. That is why it is important to publish original content on your website first and wait for it to get indexed by search engines before sharing it elsewhere online so that your website will get original credit. Original content has more authority in the search engine’s eyes than duplicate content.

Dwell Time

The measured amount of time when a search engine user clicks on a result from the search engine results page to your website and then returns back to the search results to find their answer elsewhere. If this time frame is too low then it triggers the search engines to state that your content is not very valuable.