Nowadays, where almost every business has its online presence, it is important that every business owner should know the terms used in the digital marketing industry.
Otherwise, the absence of familiarization in the phrases utilized in the industry could result in an unsuccessful marketing campaign.
To avoid such failure, here are the basic terms commonly used in digital marketing.
1. SEO (Search Engine Optimization)
Search Engine Optimization is the procedure of improving a website's visibility in order to rank higher on Search Engine Results Page.
It has two types:
•On-page SEO- includes writing blogs, selecting target keywords, placing those keywords on correct places, giving an appropriate title to every unique page
•Off-page SEO- includes link building, acquiring backlinks
2. SERP (Search Engine Results Page)
It is a page that shows all the available results after entering specific keywords or search queries on a search engine like Google, Yahoo, or Bing.
The first result to appear on the SERP is the website that ranks 1st, although others are paid results.
Paid results on SERP are usually paid by advertisers who bid on keywords, while organic results are those websites that are optimized and which do not bid for keywords.
3. Landing Page
It is the website where the visitor was redirected after clicking on a link (either in an ad or in search results).
It is usually created to generate leads, while some landing pages are used to direct the traffic flow throughout a website.
4. Organic Traffic
The traffic generated to a website after a visitor clicked a non-paid search engine result is called organic traffic.
It also tells the effectiveness of SEO performance.
5. Paid Traffic
Unlike organic traffic, paid traffic is generated when a visitor clicked a paid search engine result– an ad created by the company from bidding on keywords to be displayed on search engines.
Paid results appear either on the top, bottom or on the right side of the search engine results page.
6. PPC (Pay-Per-Click Advertising)
It is an advertising system in which the advertisers only pay if their ads are actually clicked on by visitors.
It is almost similar to SEO but pay-per-click advertising is an internet advertising model in which the company research for and bids on keywords, create relevant ads on those keywords, and then communicate with publishers (search engines, website owners, networks of websites) to display their ads.
People often find pay-per-click and cost-per-click as just the same things but cost-per-click (CPC) refers to the amount to be paid for each clicked ad.
Each click has its fixed price, but it changes in real-time as there are more entrepreneurs who bid on keywords.
PPC ads typically run on web pages, smartphone apps, video-hosting websites such as YouTube, and social media platforms like Facebook, Twitter, or Instagram.
7. Geo-Fencing
Also regarded as mobile marketing optimization strategy, it is the technique of targeting smartphone users who are in the geographic area by showing them mobile-optimized ads or messages.
It uses location-based service such as GPS to target potential customers who are in the vicinity of a specified location and even those who just entered the boundary of a predefined place.
For example, Mike is a restaurant owner who plans to attract more customers to come to his diner by using Facebook.
By setting up a Facebook ads campaign, that is set to be viewed on a specific location, Facebook users who are around the vicinity of his restaurant would be able to see the ads and might even be interested to come to his diner.
8. CTR (Click-Through-Rate)
It refers to the percentage of how many times a link was clicked on.
It normally applies in emails, website pages, ads, or search results. The higher click-through-rate means more engagement which generally leads to more quality conversions.
9. Engagement Rate
It tells how often users engage with the content of your online presence (likes, comments, or shares on your post).
The more you make relevant contents and post it on a regular basis, the higher you will have engagement rates.
10. Lead Generation
It is the ability of a business to grab the attention of potential customers and converting them into paying customers.
It involves showing them relevant ads via email marketing or social media marketing and convincing them to check out your products/services relevant to their interests.
11. Conversion
It is the act of a visitor that completes the desired action while visiting your site.
It could be product/service purchase, content downloads, membership sign-up, or newsletter registration/subscription.
Learning digital marketing terms is your first step towards success when pursuing a business career.
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