Digital Marketing Terms (Terminology) U

UGC (User-Generated Content)

This is content on a website that is created by website visitors instead of yourself. This can be done by having a forum on your website, allowing visitors to leave comments on your website, allowing people to submit blog posts on your website, etc. This, if it is quality content, can help boost the SEO (search engine optimization) of your website by letting them do the work which saves you time and money in your marketing campaign.

Universal Search

This is the act of having the search engines pull their data from several different databases to give you a blended search of results in the SERPs (search engine results pages) that can include news sources, images, videos, shopping results, etc. along with the organic listings. This can take up valuable real estate for your organic listings so it is a good idea to have a strategy to get your website listed in these areas as well.

Unnatural Link

Natural links are backlinks of websites that want to link to your website naturally because it finds your information relevant to theirs. Unnatural links are links pointing to your website for other means. For example, if the link to your website was purchased or linking to you from an advertisement, etc. Unnatural links hold lower value than natural links and you can even get penalized for them if it has malicious intent like if as manipulative or deceptive.

URL (Uniform Resource Locator)

The URL is the website address that you type in to get to that particular website. Here it is broken down.

  • https:// is the protocol
  • is the domain
  • / is the path
  • digital-marketing-course is the folder
  • / is the path
  • digital-marketing-terms-terminology is the folder
  • / is the path
  • digital-marketing-terms-terminology-u is the web page

URL Parameter

The part of the URL starts with a question mark and has details after this. This is used to track visitors to a website for specific campaigns. The text in bold is an example of a URL Parameter.


As a part of UX Design (user experience design), the usability of a website shows how easy it is for the website visitor to use your website. This is also a ranking factor in the search engines and if a website has good usability it makes it easier for the search engines to crawl and index deeper pages of your website.

User Agent

User Agent is a term that describes the software that is used to crawl your website. This can be from search engines or other sources.

UTM Codes

These are codes that you can add to the end of the link to help you keep track of the effectiveness of a marketing campaign. These are the codes that are followed by a question mark (?) that you see on links sometimes. Here is an example.

UX (User Experience)

UX is often referred with UX design which describes how the user (website visitor) experiences visiting your website. Is it easy to read? Can they find the page they are looking for easily? Etc. This plays an important factor in your marketing campaign.

UX Design (User Experience Design)

This is the design of a website with the website visitor in mind to make it so that the website visitor has the best experience with finding what they need to find quickly, offering quality content that would be helpful to them, and generally give them a good user experience while visiting your website.