AdWords - Google's pay-per-click advertising service for businesses wanting to display ads on the search engine's advertising network. Businesses can set budgets for advertising and only pay when people click the ads. The ad service focuses on search terms (keywords).
Algorithm - the set of mathematical codes by which Google interprets the objectives of a web search, and how it displays results accordingly. We use this understanding of algorithms to enable websites to rank higher for strategic keywords (see AdWords above).
Banner Ad - graphic-based advertising elements in a variety of sizes embedded on a webpage that link to a designated URL address.
Blog - An often self-published discussion-based web platform. Blogs typically categorise and report on content which is presented to web user in reverse-chronological order.
Bounce Rate - a term used in web traffic analysis when referring to the percentage of website visitors who enter a site and then leave without viewing other pages on the same site. Also sometimes called the ‘abandonment rate', it measures how effective a site is in retaining visitors.
Call Tracking - forms part of measuring online conversions. Phone calls associated with your digital marketing campaigns are tracked so that enquiries and new business resulting from your campaign, via a telephone call, are added to your conversions.
Content - a term that encompasses text (articles, captions, ‘all words'), visuals (photos, videos & animation), audio (all sound) that site visitors consume.
Click-Through Rate (CTR) - measures the number of site visitors (in percentage) who actually click on a specific link in search results, email and on an AdWords advert. It measures the effectiveness of keywords, AdWords and email campaigns.
Conversion - when website visitors take the required action (clicking on links or ads) and ultimately make an enquiry, or make contact, or complete a specific action (such as downloading an eBook). An online enquiry is usually a completed enquiry form located on the website or via email. However, telephonic enquiries stemming from online activities are also conversions. Telephonic enquiries can be measured by Call Tracking.
Conversion Rate - this refers to the number of site visitors (and those exposed to AdWords) that make a conversion. The conversion rate is usually calculated by dividing the number of conversions against the number of clicks over a specified time, giving you a percentage of conversions.
Cost-Per-Click - for any online advertising there is an associated cost. Cost-Per-Click is the price an advertiser pays each time its advert in a campaign is clicked. As each click is considered interaction with your campaign, this is what advertisers aim for. The price per click varies from campaign to campaign and is determined by Google's AdWord's auction.
Cost-Per-Impression (CPI) - the cost or expense incurred for each potential customer who views online adverts. This is also sometimes referred to as CPM - ‘Cost per thousand impressions', and refers to the expense incurred for every thousand potential customers who see the advert.
Hashtag - this is the symbol #, and is used in front of words used to tag a post on social networks. Hashtagging creates categories that make it easier for users to follow certain conversation topics or to begin a conversation.
HTML - this stands for Hypertext Markup Language, and refers to the text-based language which is used to create websites. The markup symbols (or codes) inform browsers the way a web page's words and images should be displayed.
Hyperlink - commonly referred to as ‘link'. It is a word or phrase displayed in a web page's body copy that, when clicked upon, takes the site visitor to another pre-determined web page. This page can be within the same site or a different one. Instead of a full URL string, a word or phrase is typically displayed in the body copy for the linked page, which can bring both reader and SEO benefits.
Impression - an impression is created when an organic search-engine listing or a sponsored advert (AdWords) is served on a particular web page. When measuring the effectiveness of impressions in a paid search campaign, ‘cost-per-impression' is a common metric.
Keywords - from a website user perspective this is either a single word or multiple words that users enter into a search engine when looking for specific information. For marketers, keywords are words or phrases that describe a product or service and are used to determine when and where an online advert will appear. Keywords are also used to match adverts to websites in the Google Network; and as a marketing tool when practicing SEO and SEM.
Keyword Density - the number of times a keyword or phrase appears on a web page compared to the number of words on the page. Calculated in percentages, keyword density is used in SEO as one of the determining factors of a web page's relevance to a search term entered.
Landing Page - A stand-alone web page separate from a main website designed to guide web users towards a marketers intended conversion goal. It appears in response to clicking on a PPC advert or a search term, and the user then ‘lands' on the page. It usually contains sales copy related to the advert or link which was clicked. The goal is, generally, to convert visitors to either sales or leads.
Markup - the sequence of characters or symbols inserted at certain places in a text file that shows how the file should look when displayed (and printed). It is also used to describe a document's logical structure.
Organic Listings - search results listed on a search engine because of their relevance to a search term, calculated by algorithm. They are not adverts and no payment is required - they are listed purely on merit and are, therefore, also called ‘natural listings'. These usually fall below the paid for adverts.
Pay-Per-Click - also known as PPC, is an internet marketing formula used to establish the price of online adverts (display adverts) displayed in search engine advertising - paid for search marketing. An agreed to PPC rate is payed to internet publishers when the PPC advert is clicked on. Typically, advertisers bid on a certain keyword to display on a search engines, which means a PPC ad rate varies from campaign to campaign. These ads appear above or beside organic listings.
PDF - stands for Portable Document Format and is a file format in which a printed document containing text or graphics or both is as viewable in an electronic format as it would be printed. In addition to viewing the document, readers can also zoom in and out, navigate, print or forward it. PDF files, which are created using Adobe Acrobat, are very useful for documents like magazine articles, product brochures, white papers, etc.
PPC - an abbreviation for Pay-per-Click
Ranking(s) - the terms ranking and rank refer to the position a website or web page achieves on a specific search engine when displaying results determined by a web user's query. A company's web rank is also sometimes referred to as its ‘position' and, depending on a company's SEO, SEM and other factors, positions/rankings could be as high up as #1 on the page or #300 several pages down.
ROI - Return on Investment. When used in digital marketing, ROI evaluates digital advertising by dividing the profit stemming from the advert against the cost of displaying the advert.
Search Engine - this is the term used to describe sites, or systems, like Google, Bing, Yahoo that enable web users to search for information on the web. It is a software system that trawls the Worldwide Web for information, ultimately providing the user with a number of options relevant to the keywords entered. These include paid and organic listings.
Search-Engine Marketing (SEM) - This is a form of online marketing using digital marketing tools such as SEO, PPC, blogs, content manipulation, etc. It involves keyword research, competitor analysis and various search engine services to grow visibility in search engine results pages and increase traffic to your site or landing page.
Search-Engine Optimisation (SEO) - SEO is used to achieve high organic rankings on the various search engines. Good SEO can be achieved by optimising keywords that are frequently searched for by incorporating them into copy, page titles, URLs, anchor/link text and other website elements. SEO works to ensure the best experience for a given site's users.
Search-Engine Referral - this statistic represents a visitor who arrives at a website after clicking through a search-engine results listing.
Search Term - the word(s) or phrase(s) entered into a search engine by a user (also called a ‘query').
SEM - abbreviation for ‘search-engine marketing'
SEO - abbreviation for ‘search-engine optimisation'
SERP - acronym for ‘search engine results page' these are the listed page results of a search engine query.
Spam - in email marketing, spam refers to messages containing unsolicited commercial offerings. Also called ‘junk mail'.
Unique Visitor - counting a visitor to a website only once within a given time period, even though that visitor may make multiple visits to the site. Identifying unique visitors (also known as absolute unique visitor') is achieved through cookies.
URL - Uniform Resource Locator. A string of letters and numbers separated by dashes, periods and slashes describing the address of a webpage. The virtual address of each webpage located on the World Wide Web is written in the form of a URL.