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Digitalmarketingjargonbuster

AnalyticsorWebAnalyticsTools­Theanalysisofdatageneratedbypeople’sactivityon

websitesormobileapps,forthepurposeofdiscoveringwaystoimprovewebsitesand

marketingcampaigns.

E.g.“I’musingwebanalyticstoolstocomeupwithideastoredesignmywebsite.”

App(Application)­Aprogramdesignedtorunonsmartphones,tabletsandothermobile

devices.

E.g.“Myhouseneedspainting,soIusedalocalapptofindareputableservicenearme.”

BannerAd­Aformofadvertfoundonwebpagesandmobileapplications,usuallyinimage

format.

E.g.“I’musingbanneradstobringnewcustomerstomywebsite.”

Blog­Aregularlyupdatedwebsitewrittenbyanindividual,typicallyinaconversationalstyle,

andfocusedonaspecificsubject.

Browser­ AcomputerprogramusedtonavigatetheInternetoncomputers,tabletsand smartphones.ExamplesincludeChrome,Firefox,InternetExplorerandSafari.

E.g.“I’mnotsurewhymywebsitelooksdifferentdependingonthebrowserapersonisusing.”

Click­throughRate(CTR)­Thenumberoftimespeopleclickonanitemofinterest,likean

advert,incomparisontothenumberoftimesusersareexposedtothatitem.

E.g.:“Myclick­throughrateonadsaboutexternalpaintingis2%,butmyCTRonadsabout

indoormuralsislessthan1%.”

Content­Thedigitalmaterialavailabletousers,viatext,video,audio,images,etc.

E.g.“I’maddingmoreimageandvideocontenttomysite,soit’llbemoreengaging.”

ConversionorGoal­Theactionyouwantvisitorstoperform. Examplesincludee­commerce purchases,formsubmissions,phonecalls,andvideoviews.

E.g.“Mymaingoalisforpeopletobookaconsultationonmywebsite,butsigningupformy

emailnewsletterwouldalsobeaconversion.”

ConversionOptimization­Theprocessofincreasingthepercentageofvisitorswhocomplete

yourgoals.

E.g.“OnceIaddanewlineoffauxfinishestomywebsite,I’mgoingtostartfocusingon

conversionoptimization.”

ConversionRate­Theratioofconversionstovisits,oftenusedtomeasuredigital

performance.

E.g.“I’mnotsurewhy,butmyconversionrateonexternalpaintingisverylowformalevisitors.”

CostperClick­Theamountofmoneyrequiredtoproduceasingleclickonadigital

advertisement.

E.g.“Costperclickpricesseemtobehigherduringweekends,soI’monlyrunningmy

campaignsduringtheweek.”

CrawlerorSpider­AprogramdesignedtosystematicallybrowsecontentontheInternetand

collectinformationaboutittohelpsearchersfindwhatthey’relookingfor.

E.g.“I’mscaredofspiders,butnottheonesthathelpmywebsiteappearinsearchengines.”

Desktop­Anon­mobiledevicelikeapersonalcomputerorlaptopcomputer.

E.g.“Iprefertouseadesktopcomputerathome,butwhenItravelIusemytablet.”

E­commerce­Thesaleofproductsandservicesonline.

EmailMarketing­Theprocessofusingemailmessagestoshareinformationandpromote

productsandservices.

HomePage­Theintroductoryor“main”pageofawebsite.

E.g.“Onmyhomepage,visitorscanseeexamplesofmymostbeautifullypaintedhouses.”

HTML­HypertextMarkupLanguage.Alanguageusedbywebdeveloperstocreatewebsites.

E.g.“MywebsitewaswrittenusingHTML.”

Impressions­Thenumberoftimesanadvertisdisplayed.

E.g.“Mynewmarketingcampaignforkitchenpaintinghasreceivedthousandsofimpressions,

butI’mnotsureifI’vebookedanysalesyet.”

Index­Asearchablecatalogueofwebpagesanddigitalcontentusedbyasearchengineto

providerelevantresults.

E.g.“Beforemysiteappearedinthesearchengine’sindex,peoplecouldn’tfindmywebsite

whentheysearchedforfoyermurals.”

Keyword­Awordoraphrasetypedintoasearchengine,whichbusinessescantargetaspart

oftheiradvertisingcampaigns.

LandingPage­Thefirstpageonawebsitethatapersonusuallysees—notnecessarilythe

homepageofthatwebsite.

E.g.“I’maddingacoupontomylandingpagesothatmywebsitevisitorswillbeencouragedto

buy.”

Link­Atextorimagethatprovidesalinkfromonewebpageorwebsitetoanother.

E.g.“Whenamajorhomedecorbloglinkedtomywebsite,Igotalotmorevisitors.”

MobileDevice­Aportabledevice,suchasasmartphoneortablet,capableofconnectingto

theInternetandrunningapplications.

E.g.“Grandmagotatabletandasmartphoneforherbirthday,sonowshe’susingmobile

devicesjustlikehergrandkids.”

NaturalListingsorOrganicListings­Resultsfromasearchenginethatarenotpaidadverts.

E.g.“Thehighermywebsiteranksinasearchengine’snaturallistings,themorewebsitetraffic

I’llget.”

PaidListings­Advertisementsthatappearonsearchenginesresultspages.

E.g.“I’mthinkingaboutpayingtohavemywebsiteappearinthepaidlistings,sothatIcanbring

morecustomerstomywebsite.”

Pay­Per­Click(PPC)­Anadvertisingsysteminwhichadvertiserspayforuserstoclickontheir

advertisements.

E.g.“I’mgoingtousepay­per­clickadvertstopromotemynewfauxfinishes.”

QueryorSearchTerm­Thekeywordorphraseausertypesintoasearchengineinorderto

findwhatthey’relookingfor.

E.g.“Whenpeopleusethesearchterm‘hairdresser’theymightbelookingfortipsonhowtodo

itthemselvesoraservicetodoitforthem.”

Ranking­Alisting’spositiononasearchengineresultspage.

E.g.“Withalotofwork,I’mhopingtogetmywebsitetothe#1rankingonsearchengines.”

SearchEngine­Atoolthatindexesandreturnsrelevantdigitalcontentinresponsetousers’ keywords. PopularInternetsearchenginesincludeGoogle,Bing,Yahoo,DuckDuckGo,Baidu, Yandexandmore.

E.g.“Iusesearchenginestolookfortrendsinhomedecor.”

SearchEngineOptimization(SEO)­Thepracticeofmakingchangestowebpages,content,

andthepromotionofthatcontenttoimprovevisibilityintheorganic—orunpaid—searchengine

results.

E.g.“InvestinginSEOhelpedmywebsitegetahigherrankinginsearchengineresults.”

SearchEngineMarketing(SEM)­Aformofadvertisingthatallowsyoutobidforyour advertisementtoshowalongwithsearchresultsforkeywordsthatpeoplearetypingin. This letsbusinessesbeseenbypeopleattheverymomentthey’researchingforthethingsa businessoffers.

Example:“SEOisalongprocess,butusingSEMhelpedmegetalotmorewebsitetrafficreally

quickly.”

SearchEngineResultsPage(SERP)­Alistofresultsappearinginasearchenginein

responsetoauser’ssearchquery.

E.g.“AfterIsearchedfor‘buyhigh­glosspaintinbulk’InoticedthattheSERPhadbothnatural

listingsandpaidlistings.”

SessionorVisit­Agroupofinteractionsthattakeplaceonyourwebsitewithinagiventime

frame.Forexampleasinglesessioncancontainmultiplepageviewsande­commerce

transactions.

E.g.“Mywebsitegot2,000visitslastmonth,butwhatIreallycareaboutiswhetherthosevisits

resultedinsales.”

SocialMedia­Contentsuchastext,images,orvideos,createdbyindividualsandshared

acrosstheInternet.

E.g.“Socialmediachangesallthetime,soIhiredmyniecetohelpmecreateasocialmedia

strategy.”

SocialNetwork­Acommunityofindividualscreatingandsharingcontent.

E.g.“Socialnetworkscouldbeagoodplaceformetoshowcasemybeautifulfoyermuralsand

maybegetnewcustomers.”

TrafficAcquisition­Theprocessofattractingvisitors­oftenreferredtoastraffic­to

websites,mobileappsandotherdigitalassets.

E.g.“Myacquisitionstrategyfocusesontargetingpeoplewhohaverecentlyboughtoldhouses.”

UniqueVisitor­Asinglevisitortoawebsiteduringaspecificperiodoftime.

E.g.“NomatterhowmanytimesUncleBobvisitsmywebsite,he’sstilljustoneuniquevisitor.”

URLorUniformResourceLocator­Theuniqueaddressofapageorpieceofdigitalcontent

ontheInternet.

E.g.“AuntSue,youcanaccessmywebsitebytypingtheURLintoyourbrowser.”