If you are a new company in the online field and you have decided to take that first step to achieve growth on the Internet through digital marketing techniques, it is likely that you will come across terms and concepts that are not familiar to you. There may even be words that in the context of web marketing do not mean what you think they mean.
But don't be discouraged. It may seem that there are many terms to memorize and that is why here we will explain one by one, learning their definitions and knowing in which areas they are usually used.
1. Web analytics
These are data tools such as Google Analytics that allow us to understand and evaluate the behavior of visitors within a website, as well as the origins of each visit and reactions to the different elements on the site.
Being aware of the analytics of your website will allow you to have a precise idea about the performance of your pages and content, learning parameters such as the amount of time users remain on a page, the number of pages viewed before leaving , etc.
2. Organic search
When a visitor comes to the site from a search engine by clicking on a result - except clicks on paid ads - it is considered an organic search. In all Google, Bing, Yahoo and other search engines, "organic" is the word that is given to the positioning of a site in a search engine as a result of its relevance to certain searches, without involving sponsorships or paid advertising. This organic positioning in search engines is influenced by SEO (explained below).
3. Paid search
Unlike in organic search, when a user reaches the site from the interaction with an advertisement (PPC), this event is considered a paid search.
4. Conversion
In digital marketing and all its branches, a conversion is simply making a visitor respond effectively to your call-to-action (CTA). Whether it is a purchase of products on your site, the download of an eBook, the registration to your email newsletter or a "like" on Facebook, at the point where the user receiving your marketing message performs the desired action by you, you are getting a conversion then.
5. Cookies
A cookie is a piece of information stored in the user's browser. These are used to record user activity on a site and track, for example, the number of times the user has visited the website.
6. Conversion funnel
It is known as a conversion funnel, marketing funnel or funnel, these are the set of steps that a user performs from the moment he is a visitor for the first time on a website until he becomes a customer of the company.
7. Link
A link is any element of text or image with reference to another document, page or site, so when you click it, it will lead us to the linked element. In Digital Marketing and especially in SEO, links are an element capable of providing web positioning benefits.
8. Call to action (CTA)
It is a line of text, button or image that attracts the attention of the visitor, prospect or client and offers to perform a certain action. Although it may sound like a new concept, we all know the typical calls to action that suggest: “Enter now”, “Call now” or “Sign up”.
9. Landing page
A landing page is the designated space where a user arrives - or "lands" - after clicking on an offer, advertisement or proposition of your company. This space is dedicated to stimulating the visitor, supporting him and providing him with all the necessary elements to guide him to the conversion of the offer, whether it is the purchase of your products, acquisition of your services or any other proposal that you include on your website and other means.
Landing pages have a direct impact on the conversion rate of your Internet business, since many times, they depend on them for a potential customer to take advantage of what you are offering or change their mind.
10. Keywords
Keywords are the phrases for which you want to appear as a search result on Google or another engine. These describe the topic of your content and by matching words that a user uses to search for something, they can find your pages and website.
11. PPC
PPC or "pay-per-click", is the name for any type of advertising on the Internet where you only pay for the ad that a user decides to click to go to your pages. The biggest advantage here is that you don't waste money on ineffective advertising that fails to attract potential customers to your business.
Among the most common PPC ads are ads in Google search results implemented using Google AdWords and ads on social networks such as LinkedIn by selecting the type of campaign to pay for each click you receive and not for the number of impressions.
12. ROI
ROI, "Return of Investment" is used to measure the return on investment. In Digital Marketing it is necessary to have a balance between the objectives proposed for our campaigns and the analytics and results obtained, which can be measured with Google Analytics and other social tools depending on the nature of your objectives.
Perhaps the return on investment of your campaign is a certain number of “likes” on Facebook, a certain number of new followers on Twitter or a higher volume of visits to your site.
13. SEO (Search Engine Optimization)
SEO or Search Engine Optimization is a set of techniques to make your website get more visibility in organic search results when a user searches for your company, your products or services through from Google, Bing or another search engine.
Through these optimization techniques, the content of a website increases its relevance and the search engine positions it among its results above others, which generates more user traffic to the site.
14. Conversion rate
The conversion rate is a statistic capable of determining the effectiveness of each type of conversion on your site. This is calculated by dividing the number of users who converted to a certain page (when filling out your registration form or completing any other desired action) by the total number of visitors that it obtained.
It is represented as a percentage by multiplying the result of the previous division by one hundred, so if you have a landing page that received 1000 visits of which 50 took advantage of your offer, then: 50 between 1000 = 0.05. By multiplying by 100, the result is 5, so we determine a conversion rate of 5%.
15. Web traffic
The total perception of the visits your site receives is called web traffic. This is another easy variable to evaluate in Google Analytics, where you can analyze the web traffic of your site to determine from which sources users are coming and what is their flow through your pages.
As you can see, digital marketing is full of concepts that turn out to be very simple but that when knowing or taking into account can represent competitive advantages.There are many more concepts that were not included in this list, but we tried to touch each area of digital marketing for you to have a basic understanding of its most used concepts. All these elements complement each other and some of them depend on others. To keep learning more about digital marketing subscribe to our newsletter, and if you are interested in having a meeting with our team to discuss how we can help your business let us know! We will be happy to help you!