Digital marketing has become a critical part of every online company’s success. Obviously, incorporating it into your own strategy is essential. And as you get started, it is important to gain as much basic knowledge of it as possible, especially the jargon.
Below are the most important terms you may come across, and their significance:
Search Engine Results Page (SERP) and Page Rank
After a user runs an online search using a search engine, he gets a list of results known as a Search Engine Results Page (SERP). Your website’s position on this list is called Page Rank. For example, if your website is listed fourth on the first page of a search result, 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 page rank means more web traffic.
Keywords are the words or phrases people search on when using search engines. With the right keywords, there’s a greater chance for your website to appear in the SERPs whenever somebody searches on those keywords. Be careful not to use too many keywords, however, as this can make your content unreasonable or illogical. 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 is traffic you receive in your website that comes purely from a search engine query. 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)
The percentage of the audience that clicked a specific link on a webpage, a web ad or in an email, is known as click-through rate. A higher CTR means you did get more visits to your website.
Cost-per-Click is the cost paid by a company to a certain publisher every time people click on that company’s ad (usually linked to the company’s website) on that publisher’s website or blog.
Finally, keep in mind that simply making people click on a link to your website is not enough. You need to spark 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, get them on their initial visit! Conversion is when the visitor responds in the desired manner – for instance, download a form, purchase a product, etc.