Your Handy Digital Marketing Glossary
If you’re running a business, and I mean any business, you need to know something about digital marketing. These days, the quality of a company’s web presence can make or break the whole operation. A huge proportion of consumers head to a search engine first to find any kind of business, and this isn’t expected to change. When you get started reading about digital marketing, it might feel like a completely different language! If that sounds familiar, then here’s a post especially for you. Here are some important digital marketing definitions you should know.
This is the first of many, many acronyms you’re going to have to learn CTR stands for “Click Through Rate”. Basically, this is a measure of how many people viewed and clicked on a link. Whenever your business gets a link in a blog post, an email, or anywhere else, the proportion of people who click on it is converted into a percentage. The higher the percentage, the more successful your link placement has been.
This one stands for “Cost Per Acquisition”. Unlike CTR, this is a pricing model used by digital marketing companies. When you hire a Cost Per Acquisition service, you’ll only be charged by a number of conversions the service generates. Although this is as old as digital marketing itself, it’s only really become popular over the last decade. PPC (Pay-per-click) advertising is one example of a CPA pricing model.
This one, confusingly, stands for “Cost Per Thousand”. This is a unique pricing model, being the only one to be named by the ancient Romans! In this model, you pay for advertising impressions. Then, you’re charged according to the amount your link appears every 1,000 impressions. This is pretty popular among publishers because they get paid regardless of how the ad actually performs. However, business owners are beginning to turn away from this model, in favour of more guaranteed results.
A conversion is when any customer does what you want them to do. Simple traffic just means that your target market is reaching your website. After this, you want them to convert. What that means exactly is all down to your personal business goals. Obviously, you’re going to want purchases. However, some businesses measure conversions through membership signups, app downloads, and other actions.
Understanding the importance of keywords is one of the fundamentals of any digital marketing strategy. If you looked at this phrase and scratched your head, then you’ve got a lot of catching up to do! A keyword is a word or phrase which people use to search for businesses like yours. Let’s say you were selling skateboards and accessories. A short-tail keyword might be “skate shop” and a long-tail one might be “buy skate accessories online”. Keyword density, another phrase you’ll hear pop up, is the rate at which your keywords occur in a page of content. This has a direct effect on how high your website appears on a list of search results.
Though you can probably figure a large part of this out, some people get confused as to what lead generation actually means. In digital marketing, a “lead” is someone who’s shown interest in purchasing a product, or hiring a service from your business. Lead generation ism, well, generating these people! This is where the marketing process all starts when you’re acquiring new customers. Any time you’re able to turn a complete stranger or prospect into a buying customer, you’re doing online lead generation.
Here we have another easy one to grasp. “Traffic” in general means anyone viewing your website, through any means. Organic traffic is any traffic which is generated by a search engine. Whether it’s Google, Yahoo, Bing or some other underdog, if people are finding you through a search engine, it’s organic traffic. As a business owner, the main thing you need to know about this is that it’s the best kind of traffic, unlike my next definition.
This is a costlier, and often less effective kind of traffic. Paid traffic involves companies bidding for certain keywords which they know to be popular searches. Then, they publish ads tied to those keywords. Search for anything vaguely business related in Google. You’ll see ads at the top of the page and in the borders, surrounded by a slight yellow tint. These have been paid for. The organic results at the top of the page could have got there completely free of charge. Odds are, they’re probably more relevant to your search as well.
This is an umbrella term, which covers a lot of what we’ve been looking at previously. If you weren’t already aware, SEO stands for “Search Engine Optimisation”. This refers to a range of different techniques, all aimed at making a company website more visible on a page of relevant search results. By “more visible”, I mean higher. Typically, the higher a website is ranked on a results page dictates how much traffic and conversions it gets. Take care of SEO, and many other areas of your marketing will take care of themselves!
This stands for “Search Engine Results Page”. The acronym says it all, really. This is a page of results for any given search. When you request SERP reports, you type in some search terms you hope your target market are using and are given a rank. If the report says #5, then your site is fifth from the top. Lucky you!
This is another big factor in your SERP rankings. However, it’s a lot harder to understand and control compared to the other ones. Domain authority is a score anywhere from one to a hundred, based on how authoritative the website is. This is judged on a wide range of variables, which we don’t have time to get into here. The important thing to know is that it will have a big impact on how visible your website is. The higher your domain authority score, the more Google trusts you.
Quite literally, this refers to a black hat SEO tactic where you stuff content with keywords. Sometimes this is done through invisible text, and other times it’s far less tactful. The important thing to know is that you should never let your marketers resort to it! Keyword stuffing used to be a great tactic, but Google is catching on. If you’re found to be keyword stuffing, your website will be penalised. Keep up a good keyword density, but not so much that you end up stuffing.
I promise this is the last one! RSS stands for “Really Simple Syndication”. This is syndication of your target market, made simple! RSS can be used to refer to a kind of tech which makes it easy for your web users to subscribe to your content, and get automatic updates. If you’ve ever seen that little orange logo with what looks like a Wi-Fi icon in the corner of blogs, this means RSS. There are many different platforms which are called RSS readers, such as Feedly. These allow users to see news feeds of everything they’re subscribed to. Incorporating your content with RSS can really help with engaging with your customer base.