Digital marketing has evolved into a key component of every successful company’s marketing strategy. Obviously, incorporating it into your own strategy is essential. And being new to digital marketing, you have to learn as much basic knowledge as possible, starting with the jargon.
Below are the most important terms you may come across, and their significance:
Search Engine Results Page (SERP) and Page Rank
Whenever a user hits a search on a search engine, he receives a list of results contained in a Search Engine Results Page (SERP). The position of your website on this list is known as Page Rank. If your website is comes in fourth on a search result’s first page, for example, that means its page rank is #4.
Search Engine Optimization
Search Engine Optimization is a method of designing webpage content such that it becomes more relevant in the eyes of search engines, and gets a higher page rank as a result. A higher website ranking leads to more generated traffic.
Keywords are the words or phrases you type into a search engine’s query box when you’re looking for something online. If you use the right keywords in your content, your website becomes more likely to appear in the SERPs each time somebody runs a search on those keywords. The use of too many keywords will make your content illogical or unreasonable however. This practice, which is called keyword stuffing, can get get your site banned by the search engines, so don’t even try it.
Organic traffic refers to visits to your website that were facilitated by search engines. Truth is, organic traffic is the best type of traffic you can get because it is targeted, meaning, someone actually looked for you or something you have.
Click-Through Rate (CTR)
A click-through rate is a measurement of the percentage of the audience that clicked a link in an email, web ad or webpage. A higher CTR means you did get more visits to your website.
Cost-per-Click is a pricing model in which a company places ads on a certain publisher’s website or blog, and pays that publisher for every click made on those ads, which are typically linked to the advertiser’s website.
Lastly, remember that simply getting people to visit your website is by no means enough. You have to capture their interest! They should be pleased with your content, come back for more, and eventually be convinced to buy your product or service. Better yet, convince them right on their first visit.! Conversion is when the visitor responds in the desired manner – for instance, download a form, purchase a product, etc.