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11 ESSENTIAL DIGITAL MARKETING TERMS YOU NEED TO KNOW AS A SMALL BUSINESS OWNER

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 including Google’s. 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 and much more.

  • Off-page SEO

    – includes link building, acquiring backlinks, social media signals.

Years ago, Search Engine Optimization was more of an area that intended to exploit an algorithm to get more clicks, and people have found hundreds of ways to do this such as acquiring an unreasonable amount of backlinks that were illegitimate. Back then, these “black-hat” SEO techniques were successful for a while, until Google’s algorithm updates have resulted in these sites being penalized.

Over the last couple of years, Google’s updates have disincentivized these deceptive techniques, and have improved the algorithms drastically in order to give the users what exactly they are looking to find on Google. Since the algorithm will keep getting better every day, the best thing you can do is produce great content, and avoid strategies that seem unnatural or sketchy.

A rule of thumb is, avoid any strategy or expert that promises a huge spike in a short amount of time. SEO is a long-term project, and if you are doing it right, you will see your organic traffic increase over time!

2. SERP (Search Engine Results Page)

It is a page that shows all the available results after entering specific keywords or searches 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 may also reflect the performance of SEO techniques and the quality of your content.

When you first launch a website for your existing business, organic traffic might not be the best metric you should be looking at. Your SEO efforts have most likely not paid off yet, and your organic traffic depends on “branded” keywords, where users are specifically searching for your business. In this case, your organic traffic will be strongly correlated with the popularity of your business at that time. Instead, you should be tracking your placements on the search engine results page.

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)

Traditionally, when you place ads, you used to pay for impressions, or the space. Think about billboards, newspapers etc. Pay-per-Click, however, means that you will only pay when your ad is clicked on. PPC 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 confuse pay-per-click and cost-per-click, 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 based on the bids from other advertisers.

PPC ads typically run on web pages, smartphone apps, video-hosting websites such as YouTube, and social media platforms like Facebook, Twitter, or Instagram. The most common PPC platform is Google Ads, with many businesses placing display and search ads that occupy the top 3-4 spaces in your typical Google search engine results page.

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. In addition, you can even target a competitor’s location to change their mind!

8. CTR (Click-Through-Rate)

It refers to the percentage of how many times a link was clicked on as opposed to the number of times it has been displayed (impressions). 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.

This is a great metric especially for paid search ads on Google. A higher click-through-rate might result in a higher quality score, saving you a lot of money while making your ads perform so much better. This metric is also used to compare multiple ad creatives, along with a couple of other metrics you choose.

9. Engagement Rate

It tells what percentage of users engage with your online content (likes, comments, shares, post clicks etc. on your post). Sharing highly relevant content that your audience will enjoy is the first step, then you need to find ways to interact with your fans more often. Most brands fail to get any sort of engagement, and these brands are the ones that mostly share posts that try to sell rather than sharing valuable content.

One thing you need to know is the fact that different digital platforms may have different ways to calculate engagement rates. When comparing one platform to another, focusing on more specific engagement activities such as “comments” could be a better metric to measure your performance.

10. Lead Generation

It is the ability of a business to grab the attention of potential customers and making them take some action. 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, leaving you with information that you can use to contact the potential customers and obtain commitment.

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.

In order to get conversions, you must have either CTAs (Call-to-action), contact forms or products that are available for purchase. These are the most common methods of getting conversions.

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