TOP 10 DIGITAL MARKETING TERMS YOU NEED TO KNOW
No doubt about it, internet marketing is HOT in 2019! But with so many marketing terms floating around, it’s easy to get confused and overwhelmed. No worries, we’re here to help! Below are the Top 10 Popular Digital Marketing Terms YOU NEED TO KNOW if you want your website and business to have serious leverage.
1. Conversion / Conversion Rates
Let’s look at the normal definition of “conversion” to understand this digital marketing term better. Conversion is “the act or process of converting; state of being converted; change in character, form, or function“. With that said, Conversion is when visitors (traffic) to your website take any sort of action besides only viewing the site. This may or may not include purchasing a product/service. For instance, signing up for your newsletter or email updates, downloading free info content (PDF’s), or filling out a quote/contact form.
The conversion rate is calculated and determined by the following:
- Determine the Conversion Point (number of sales, emails/phone calls, leads ect)
- Collect Data from an analytics program (Google Analytics)
- Calculate Formula: LEADS/TRAFFIC x 100 = CONVERSION RATE. You can also use this online conversion rate calculator to calculate your rate.
This digital marketing term is actually a general term in the sales industry, and not necessarily just a “digital term”. With that said, when it comes to websites, people often get confused between visitors (traffic) and leads. Leads are the visitors that have the potential of becoming a future customer/client. For instance, a visitor to your site discovers that your service/products/content has value to them. This visitor is now considered a LEAD because the odds of them taking any sort of action (sign-up for more info, request a quote, purchase an item/service ect), is good. If they DO take any sort of action, they are now a client/customer and will belong to the “Conversion“ category (see #1).
Furthermore, it is important to understand what kind of traffic you are getting to your site. Visits from Robots (not humans) will not be a lead. Traffic coming from an outside country based on another language, will be a poor lead. Lastly, as a business owner, you must make it a priority to convert a maximum amount of leads to maintain good conversion/conversion rates.
This digital marketing term is getting a lot of hype right now. SEO stands for Search Engine Optimization. SEO is an effective practice used on a website or a mobile app to ensure it ranks high on any search result page. For example, if you search for the keyword “how to play piano”, the first 10 results you find on the search results page are ranking the top 10 websites. In turn, the top 10 sites will automatically receive more traffic/visitors than the rest of the pages that rank further down.
So what are some effective SEO practices, you might ask? Because let’s face it, every website wants to be tops on the list. Truth be told, SEO is a complex process that (when done correctly) includes many strategic steps and layers to ensure maximum effectiveness. Because SEO is very dense, we will touch lightly on it so you can get a basic overview.
One critical SEO step is creating decent quality CONTENT on your website. Generally speaking, you’re looking to create:
- Easy to read content
- Grammatically correct content (and no plagiarism!)
- A good amount of key words,
- Interesting and relevant pictures/vids/graphs/charts, ect
- Decent ratio of inbound (internal) and outbound (external) links.
Another important step is TECHNICAL PROCEDURES. Web development companies like Kings of the Web, will sometimes offer a service called Onsite SEO. This includes:
- Website Speed Optimization
- a responsive website related to the Mobile-first Index concept
- HTML Markup Optimization for SEO
- SEO Optimized Content Creation
QUALITY CONTROL is another key step to great SEO. In one simple word, the content on your website should have integrity. This means no “sneaky stuff” like filling your page with random terms (Kim Kardashian, anyone?) hoping to boost your rank. Also, be sure to include informative and valuable resources/materials. Furthermore, hiding texts or links is also a big no-no. Lastly, make sure your outbound links give the visitor/reader the right information they are looking for when they click on it.
4- CMS (Content Management System)
CMS is the dashboard or control panel that controls your whole website. You mostly use CMS to edit content on your site, add new content, or remove current one. Only the administrators/editors of the site have access to the CMS for any site.
5- Bounce / Bounce Rate
Have you ever visited a website, and then left the site (for whatever reason) after viewing only 1 page? That visit is called a bounce (yes, you bounced outta there!). Therefore, every website will have a bounce rate %. As a rule of thumb, you optimally want a bounce rate of under 40%. A rate of 40-55% is considered “okay”, while anything over 55%+ means you have some work to do!
To calculate a website’s bounce rate you:
Take the number of bounces and divide the total number of site visits and multiply by 100. For example, let’s say your site gets 2,000 visits. Out of those visits, 500 are bounces. Your site’s bounce rate will be calculated as: 500 ÷ 2,000 × 100 = 25%. The bounce rate for your site is 25%.
The term blog was created from merging two words into one: web log. It all started from online “logging”; people would regularly post (log) online, sharing their daily personal experiences. Needless to say, Blogging has come a long way since then, with entrepreneurs quickly discovering HUGE marketing potential in the blogging sphere.
Essentially, a blog has 2 elements: the BLOGGER and the BLOG POSTS. The Blogger (usually one person) is the one who creates the content for the Blog posts. The content created almost always includes written content, along with related images, videos, graphs, ect. The content is then uploaded on their website, sharing it publicly on the internet for the world to see. The blogger will choose to write about topics or experiences they are passionate about or have some knowledge or skill with. Usually, blogs are updated on a frequent basis (daily, weekly). Also, blog posts are usually engaging and interactive, containing a comment section where readers can leave comments/feedback.
Blogs have the potential to become very popular and receive a lot of visitors and loyal subscribers. Also, traffic from other websites, social networks, and search engines.
7- Domain Name
A domain name is a unique set of characters (numbers, letters, symbols like .# !) that identifies a website. Each website will have their own “identification”.
When you enter a domain name into a web browser, the browser accesses something called a domain name server (DNS). The DNS will then find and identify the location of the corresponding website on the internet, retrieving the website and displaying it to you. Each domain name includes a top level domain (TLD) like .com, .ca, .net, and a subdomain. For example, our domain name is kingsoftheweb.ca. The TLD is .ca and kingsoftheweb is the subdomain.
8- Hosting (aka Web Hosting)
Hosting is a service that allows individuals and organizations to post a website onto the Internet. This service is provided by web hosting service businesses. Their job is to provide the technology needed for the website to be viewed on the internet. Think of the internet as land, and you want to build a house on that land. This land is not free. In order to build, you must buy or rent the land first.
Websites are hosted on “servers”. When people want to view your website, all they need to do is type your website address or domain into their search engine or browser. Their computer will then connect to your server, and voila! Your website can be viewed.
Most hosting companies require that you own your domain name before you host with them. If you do not have a domain name, the hosting companies / domain registrars can help you purchase one.
9- PPC (Pay per Click)
Pay-per-click (PPC) is an internet marketing tool used to drive traffic/visitors to websites. The advertiser pays a publisher when the ad is clicked. Publishers include big search engines like Google Ads (AdWords) and Bing Ads. With these search engines, advertisers have to bid on “keywords” associated with their market. For example a restaurant that serves Italian food in Toronto. The keywords would include the type of food being sold/served (Italian), the type of industry (restaurant), and the location of the industry (Toronto). Other publishers like content sites may charge a fixed price per click instead of bidding on keywords/terms.
10- Responsive Design
Responsive design means a website is compatible to different screens of devices. This includes desktops, tablets, mobile phones and TV Screens. According to StatCounter , in 2019 the percentage of tablet and mobile users are about 55% of all internet users. The last thing you want is for someone to access your website via their phone, only to find out that some of your web pages cannot be viewed properly. That’s a surefire way to increase your bounce rate! With that said, it’s a pretty good idea for your website to be mobile friendly – you want ALL your basis covered!