Digital Marketing Terms Made Simple 

10 Digital Marketing Terms Made Simple (Part 1)

Do you have a marketing department that you need to work in synergy with, only to find yourself drowning in jargon whenever you get an email from them?

At TMM, we don’t do jargon but admittedly, there are certain terms specific to digital marketing that can make you feel like you’ve just discovered a new language. To help cut through the gibberish, we’ve simplified 10 digital marketing terms, so you can walk into your next marketing meeting with an arsenal of confidence.

Search Engine Results Page (SERP) –

Search engine results pages are the web pages that are served to users when they search for something online. The user will search for a topic or a term, known as a search query, and then they will be presented with a SERP. SERPs tend to include organic search results, paid Google ads results, featured snippets, knowledge graphs and video results. The two most common types of content that would appear on your SERP are ‘Organic’ results and ‘Paid’ results.

SERPs determine how your site appears on Google’s first page. If your site ranks number one for paid results, then you would see your site’s link at the top of the SERP. Ranking number one for organic results would mean that your sites link would be somewhere in the middle of the SERP, just underneath the paid results. By making sure you’re using relevant SEO, PPC and SEM tactics you can achieve a high rank on a SERP and ensure your content is visible to your audience, thus receiving more traffic to your site.

Backlinks –

A backlink is a hyperlink that appears on one website page and points to another. Backlinks are one of the many metrics that Google uses to measure how valuable a page is and the usefulness of the page’s information. Google will look at how many backlinks your site has, how relevant the backlinks are to the site and the domain authority (domain authority is a domain that is rated from 0 to 100, with the higher end of the scale being Google, YouTube, etc) of a backlink, to determine where your SERP will rank.

Lots of high-quality backlinks means that Google will rank your SERP higher than others. A higher SERP ranking will mean that you will receive more traffic, as people tend to click on the first few search results on Google.

Top of the Funnel (TOFU) –

TOFU relates to the top of the marketing funnel, with the top being the ‘awareness’ stage, the middle being ‘consideration’ and the bottom being ‘conversion’. The awareness stage is where you make people aware of your brand, products and services. At this stage of the marketing funnel, you will want as many leads as you can get, and then gradually narrow them down as they go through the stages of the funnel until you get a sale and a loyal customer.

Marketing at the top of the funnel generally means that leads are unaware of your brand and as a marketer you must prove to the leads your value, until the leads reach the consideration stage. TOFU marketing is brilliant for reaching out to new customers but not great for targeting repeat customers.

A/B Split Testing –

A/B Split Testing simply means to run two different versions of the same ‘asset’ to two audiences. One audience will only see the ‘A’ version of the asset, which is the control version, and the second audience will only see the ‘B’ version of the asset, which is the variation.

Conducting an A/B split test is a great way to cut out the guesswork when optimising your content’s copy, layout, navigation, call to action, etc. It can help you determine which variation of your content is the ‘winner’ and will resonate with your audience the most.

Keywords –

Keywords are the ideas and topics that define your content. By including keywords into your content, it will help you rank for your targeted audience in search engines. For example, if you’re a marketing agency in Leeds you will need to include the words “digital marketing agency in Leeds” (or something similar) in your content, to appear for those search results.

By conducting keyword research, you can determine which keywords are best suited for your business and which keywords will rank your business the highest in a SERP. There are many types of keywords to remember when conducting your research, here are a few of the most important:

Branded keywords – Using brand names like ‘Nike’ or your competitors brand names, means that when a customer is searching for a branded name your content will appear too.

Long-Tail Keywords – Long-tail keywords are very specific to what your business sells/ does, for example a long tail keyword would be “running shoes for a marathon”. They are a great way to rank higher with lower costs, as there is usually less search volume but less competition.

Short-Tail Keywords – These are similar to long-tail keywords but are usually only made up of two to three words, for example “running shoes”. They generally have a high search volume, but they are a great seed for finding long-tail keywords when conducting keyword research.

Geo-Targeted Keywords – These are keywords that are specific to the location of your business and would usually target people who are searching for things like “near me” or “shoe store in Leeds”.

Using the wrong keywords and phrases will mean your content will end up with the wrong audience, or none at all. This makes keyword research incredibly important, so you can make your content aimed at your audience’s search intent.

Conversion Tracking –

Conversion tracking allows advertisers to understand which of their ads are being engaged with by customers, and furthermore, which ads are generating conversions. Advertisers can choose which conversion they want to monitor from a list of objectives – for example, whether the customer has purchased a product, signed up for a newsletter, called your business or downloaded an app.

Conversions can be tracked in Google Analytics using something that is called a UTM link. UTM links are essentially URLs that have code attached to them, which can help you track where your traffic is coming from, which traffic you’re getting, and which campaign the traffic is related to.

Conversion tracking can help you make data driven decisions, identify top-performing keywords and optimise your marketing formula for better performances.

Conversion Rate –

Conversion rate records the percentage of users who have completed a desired action. To calculate a conversion rate, you take the total number of users who ‘convert’ (A conversion example is mentioned above) and divide it by the overall size of the audience, then turning the resulting figure into a percentage.

Conversion rates are great for comparing the performance of multiple advertising channels. Understanding conversion rates can help you understand which campaigns are working and which aren’t, allowing you to adjust and improve for further growth.

Pay Per Click (PPC) –

Pay Per Click is an online marketing method (generally associated with Google), that allows you to place ads in strategic places online and pay for it only when the ad is clicked. You place these ads by using certain keywords that are related to your target audience’s search habits.

PPC is a quick way to boost your content to a targeted audience, whilst generally being cost effective. Because you only pay when a user reaches your website, it can be a great way to boost your content quickly compared to organic search optimisation, which can take months to make a difference.

Search Engine Optimisation (SEO) –

Search engine optimisation is a set of rules for optimising your website, so that you can achieve higher rankings in a search engine’s organic results. You do this by including keywords (as mentioned above) that are relevant to your content/ user’s search intent, creating high quality content that is useful for your target audience and creating/ gathering useful internal links and backlinks (as mentioned above) to gather content that your audience will find useful. Following these SEO processes will allow you to increase the visibility of your website in search engines and receive more traffic.

SEO’s two main goals are to first help you understand what users are searching for online, so that you can create content which will satisfy their intent. The second is to help you create a website that search engines can find, index and understand its content. By following good SEO practices, you can also increase the quality of your website by making it user-friendly, faster, and easier to navigate.

Search Engine Marketing (SEM) –

SEM is a marketing strategy that involves managing a brand or website’s total presence in search engines. It’s an umbrella term which includes organic strategies such as SEO and paid strategies such as PPC. Effective SEM aims to take advantage of all the marketing tools available in search engines in order to achieve a higher ranking. Whereas SEO only involves organic optimisation strategies to improve a site’s performance.

SEM is essential to marketing your website, as it increases your online presence, your brand awareness and overall visibility. This, in turn, can generate leads and ultimately sales.

Business owners often wonder which form of marketing to invest in SEO or PPC, but SEM isn’t really a matter of which is better, but rather which is more applicable to your circumstances and budget at the time that can deliver the best results.

How can we help?

At Tailor-Made Media, we cut out the stress of digital marketing and deliver innovative and creative campaigns that will improve your brand, increase sales, and help your company make an impact.

So, if you need a safe pair of hands to guide you through uncertainty, a lightning quick response to get people talking or a brave new marketing strategy, contact us today.