Important Digital Marketing Terms Defined for Business Owners

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Important Digital Marketing Terms Defined for Business Owners

Digital marketing uses a multitude of marketing efforts involving an electronic device or the web. Businesses leverage digital channels (such as search engines, social media, email, and other websites) to connect with current and prospective customers.

Within digital marketing itself, there are so many different terms that businesses need to know that it can get very confusing. To help you better make sense of this world, here are a few terms that you should know more about. 

Backlinks: This refers to a link from a different site that takes users to your website. Search engines see links from another site to your own as confidence votes, and the more links you have from reputable websites, the better you will generally rank in the search results.

Conversion: When someone who comes to your website takes a desired step, such as filling out a form or making a purchase, a conversion is achieved. Your conversion rate refers to the percentage of your total visitors who convert. Depending on your website or business objectives, a conversion might look like one of the following:

  • An online sale
  • An email or contact form sign up
  • An appointment booked

CPC – Cost Per Click: The price you pay for each click you get from a digital advertisement.

CTR – Click Through Rate: This shows the percentage of people clicking on a link. Usually, these links are placed in an email, an ad, or a website. The higher the CTR, the more people have clicked on your advertisement compared to the number of people who saw it. Usually, that number is a sign of how effective your ad has been. You can use the CTR to measure which ads and keywords are successful and which need to be changed. 

Keywords: Keywords are the words used by users on search engines when they are looking for something.

For example, if consumer types “dentist appointment” in the Google search box, then “dentist appointment” is the keyword or key sentence. Understanding the best keywords for your business is an essential early task in any business digital marketing campaign. 

They are the essential elements for your digital marketing and a necessary factor for on-page SEO.

Landing page: This is a page designed specifically for digital ad campaigning. This is where users go after having clicked on one of your ads. The landing page provides more information and gives the user a way to learn more about how you are offering exactly what they are searching for and how to contact your company. Technically, while your site visitor may land on your homepage, this does not necessarily qualify it as a landing page. The most crucial difference between a landing page and homepage is that you design the two with entirely different goals or purposes. Your site homepage sets the stage, and a landing page lets visitors achieve a specific objective.

Meta Description: The meta description gives the user a web page summary. Search engines often display this meta description in their results (below the title of the page), and they can influence click-through rates if they are enticing enough.

PPC – Pay Per Click:  This is the term used to describe a few associated with the purchase of ad space on a website or search engine. You pay a small amount each time the ad is clicked. The price you pay depends on a couple of factors, including the value of your link, relevance, and keywords that you target.

SEM – Search Engine Marketing: SEM has traditionally been an umbrella term for both SEO and PPC. Over time, that definition has shifted and SEM now usually refers to paid marketing strategies to make your search results more visible (not including organic/unpaid SEO)

SEO – Search Engine Optimization: SEO works by demonstrating to search engines that your content is the best outcome for the keyword specified. 

Title tag: A title tag specifies a web page ‘s title. Title tags are shown as the clickable headline for a given result on the Search Engine Results Pages ( SERPs) and are essential for usability, SEO, and social sharing. A web page ‘s title tag is intended to be a concise description of a page’s content.

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If you are looking for your digital campaign help, we can help every step of the way. Our strategies are designed to bring you new patients, fast. Let us help you kick off your campaign today!