15 Digital Marketing Terms Everyone Should Know
1. Organic Traffic
This is the number of visitors who entered your site via a search engine like Google, Bing or Yahoo. Although this is also called “free traffic,” we all know that there’s no such thing a free lunch– which segues beautifully into the next definition.
Search Engine Optimization (SEO) is the process of making your site easier for search engines to crawl, and thus easier for users to find with search engines. When we previously mentioned that there’s no such thing as a free lunch, we meant that even if you’re not paying for SEO, it still takes a lot of time and energy to optimize your site to rank. We don’t discredit that effort, which is why we don’t think free traffic is ever really “free.”
Search Engine Results Page (SERP) is the list of results that a search engine provides after each search query. Generally, no one looks past page three of search results, so you want to strive to rank within the first two pages– optimally, page one.
4. Paid Traffic
Paid search refers to any type of paid ad that directly sends traffic to your website.
Search Engine Marketing (SEM) is a common form of paid search. Using SEM, companies bid on search terms they want to rank for in order to quickly grab higher placements in the SERP.
This metric is used to measure how many times your target audience was exposed to your ad.
Click-through Rate (CTR) is the percentage of people who actually click on a link. This is a common metric for SEM, but it can also be used to measure the performance of email marketing and social media campaigns.
Cost-Per-Click (CPC) is how much every click to your website or landing page costs you.
When someone goes to your website and does what you want them to do, it’s considered a conversion. Conversions can be set up as almost anything: purchases, form fills, downloads or member registrations. Just make sure you know what you’re counting as a conversion within Google Analytics and that it’s something that supports the goals of your business.
10. Content Marketing
Content marketing is the process of creating relevant and valuable content with intent to influence consumer behavior. A good content marketing strategy is critical to any SEO, SEM or social campaign.
A content management system (CMS) is the publishing platform of a website. Since most of us can’t code a website from scratch, the CMS allows for the easy creation of a killer website. Here at Red Lab Technologies, we’re big fans of WordPress.
12. Landing Page
Technically, a landing page is any page that a visitor could arrive at or “land on.” But in digital marketing, landing pages refer to standalone pages that are unique from your main website and optimized for a singular purpose: capturing conversions.
13. Bounce Rate
This is a metric that measures how visitors engage with your site content. If you have a high bounce rate, it means visitors navigate away from the site quickly after looking at only one page.
Reach refers to the total number of users exposed to your post. It is a metric most commonly used to measure the effectiveness of social media posts.
This metric measures how users are engaging with your content. For example, Facebook measures engagement in terms of likes, comments, shares or clicks on the post.