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20 Digital Marketing Terms and What They Mean

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Whether you work with a digital marketing agency, for an agency or are new to the world of digital marketing altogether, there may be some terms that are unclear to you. While it’s easy to get lost in the jargon of a specific industry, our experts at IMP Digital Marketing do their best to take the time to break down certain terms and other jargon that could be confusing to clients and other readers if they don’t understand what they mean.

In this article, we take a closer look at 20 digital marketing terms and break them down one by one to help you gain a better understanding of what they mean.

  1. CTR

CTR stands for Click Through Rate. This refers to the percentage of users who clicked on and viewed a link. These links are often placed in emails, website content, advertisements, and the like. The higher the CTR, the more users visited a page.

  1. Bounce Rate

The bounce rate refers to the percentage of visitors to a website who leave after viewing just one page. If your homepage has a high bounce rate, it’s likely that it didn’t cater to their needs or wasn’t what they were looking for. This could be a sign that your website is due for a refresh.

  1. SEO

SEO stands for Search Engine Optimization, which is the processes and procedures that are utilized to help improve the rankings of your website in search queries. The higher your website ranks on a search engine results page, such as Google, the more traffic your website will typically generate.

  1. SMM

SMM stands for Social Media Marketing. Social media platforms, such as Facebook, Instagram and YouTube, provide your brand with an opportunity to communicate with your audience naturally and regularly. By marketing your brand through social media platforms, you present the opportunity for your current and potential audience to connect with you. Promote products and services, engage your audience, host contests, and keep your audience up-to-date on the latest news and changes regarding your brand.

  1. Leads

A lead is a prospective customer who has shown an interest in your brand, products or services. A lead is often generated when they complete a form, connect via social media, respond to an email, or get in touch with your business or company through a digital platform, such as a landing page or webpage.

  1. Conversions

A conversion is a lead that has taken action after interacting with your digital marketing platforms. They can act by signing up for emails, visiting a store or purchasing your services or products. Once a lead has been generated, it’s up to your business or company to successfully turn them into a conversion.

  1. Impressions

Impressions refers to the number of times an advertisement is shown or a website is viewed by the target audience.

  1. Keywords

A keyword is a word or phrase that your target audience uses within a search engine to find your services. Using keywords within your digital marketing endeavours is a standard SEO practice that is widely used throughout digital marketing. By incorporating these words and phrases naturally and strategically, the chance of your website or certain webpages ranking higher within local search queries can be raised considerably, helping to effectively improve your rankings and reach.

  1. Organic Traffic

Organic traffic refers to those who find your website naturally through a search engine such as Google or Bing.

  1. Paid Traffic

Paid traffic refers to those who visit your website from an online advertisement. Companies will bid on certain keywords and make advertisements based on said keywords to be displayed at the top of a page on a search engine.

  1. Keyword Stuffing

Keyword stuffing is exactly how it sounds, the overuse of keywords on a certain webpage or throughout a website. While keywords are an important part of any SEO strategy, it is imperative that they are used naturally and in a way that will benefit the reader. The more engaging, helpful and understandable a piece of keyword-driven content is, the more likely it is to help improve the rankings of your website in relatable search engine queries.

  1. Metadata Titles & Descriptions

Commonly referred to as snippets, metadata titles and descriptions refer to the text that appears alongside your website in a google search. A metadata title should be between 50 and 60 characters, including spaces, while metadata descriptions should be between 150 and 160 characters, including spaces. This text can help the user to better understand what waits for them on your website, such as products, services, brands, locations, and more. This information is geared to help them better find the solution that they are looking for.

  1. Landing Page

A landing page is a single-page web property that hosts information regarding a certain topic, service, or promotion. The landing page is designed to help the user learn more about the brand, services and products offered, along with any deals or promotions that they may be able to take advantage of. Most landing pages will also have a section or form dedicated to helping the user get in touch with the brand by leaving their information to be contacted by.

  1. Social Networking

Social networking is the practice of strategically utilizing web-based platforms and social media marketing accounts to build online communities where users share common interests and activities. The most popular platforms for social networking include Facebook, Instagram, Pinterest, YouTube and Linkedin.

  1. Look-a-Like Audiences

Look-a-Like Audiences is an advanced targeting option that is available on Facebook. This ad service goes beyond the basic interests and demographics when targeting a certain audience, as it provides your brand with the opportunity to find new people to add to their target audience based on resemblance from your existing customers.

  1. A/B or Split Testing

A/B or split testing refers to the practice of creating two variants of a web property to see which one performs better. This can be done with web properties such as landing pages, emails, and advertisements.

  1. Analytics

The data retrieved from the performance of a website, social media platform, email, landing page, or other web property, is referred to as analytics. Many tools are available to track your analytics and even provide you with a condensed and consumable report to help review and digest the data. This data can help you to make adjustments that can help improve the engagement and effectiveness of web properties.

  1. B2B

B2B stands for Business-to-Business. This term identifies that business conducted will be between two businesses.

  1. B2C

B2C stands for Business-to-Customer. This term identifies that business will be conducted between a business and a consumer.

  1. On-Page Optimization

On-page optimization refers to the work and actions that are taken on a website to improve organic search engine rankings.

IMP Digital Marketing

Did you find the information in this article interesting or helpful? Take a look at the others in our online blog and resource centre for more! To learn more about the services and solutions that we offer, get in touch with our digital experts today. Our team is here to help you improve your online presence with a customized strategy to meet the unique needs of your brand, business or company.

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