Digital Marketing

CPA

Cost Per Aquisition is the measurement of the cost of acquiring a customer who clicks on a website link or completes any action—in other words, the return on marketing investment, in particular, total marketing spend over total front-end conversions.

Conversions

A conversion occurs whenever a visitor on your website takes the specific action you desire, which could be purchasing a product, opting-in to your email newsletter or viewing an embedded video on your site. Having a conversion rate optimization plan in place to increase your total number of conversions is an important part of maximizing your website's success. Back Links: A synonym for incoming links. These are links in websites other than your own, pointing at your website.

Meta Description

A description, about to 200 characters long that is not visible on the actual website but appears when your website shows up in a SERP.

Directory

An online categorization and listing compiled by humans.

anchor text

Anchor text refers to a word or phrase used as a link. This is used by search engines in the ranking process.

Natural / Organic

Are the search results that listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.

C.T.R.

Click through rate and indicates the percentage of visitors that click on a given link out of the total impressions the link receives. This metric is used in a number of different circumstances, including the total clicks a PPC ad receives compared to its total views and the number of times an in-article link on a website is clicked compared to the site's total number of visitors.

Lookalike Audiences

Facebook's lookalike audiences is an advanced targeting option in its ad services that goes beyond basic interest and demographic targeting. It provides the ability to find new people based on their resemblance to your customers using a percentage sample of people in your target country (from 1 to 10 percent)—effectively cloning your ideal audiences

Robots.txt

Is a TXT text file exists in the domain root directory of a website to tell web crawler the directory structure of this website and employ restrictions for it to visit some specific folder.

Google Panda

Is a major Google algorithm update which was initially rolled out in February 2011 (though several subsequent updates have occurred since then). The stated goal of Google Panda was to rid the SERPs of the low-value content provided by sites deemed to be "content farms."

Google Penguin

Is a more recent algorithm update (initially launched in April 2012) that was designed to penalized over-optimized sites. Specific factors that may have implicated over-optimized sites include low-quality backlinks, keyword stuffing and consistent evidence of on-page optimization schemes.

Outbound Links

Links directing to external URLs outside the website.

Internet promotion

Marketing done on the internet through emails, banners and other web based techniques.

Natural Listings / Organic Search Results

Non-paid listings in search engine result pages.

Google's Webmaster Tools

Offers website owners a number of helpful features, including the ability to monitor sites for indexing errors and site speed. These pages are also used to communicate penalty notifications to webmasters, when appropriate.

Web crawler

On behalf of the search engine, browses on the internet to discover new links and webpages, which is the first step of search engine index. This process is called web crawling. For Google, it is the Google robot.

Keyword density

The percentage of times a keyword or phrase appears on a webpage compared to the total number of words on this webpage. It is an important factor in search engine optimization that was valued by the search algorithm. However, in the context of search engine optimization keyword density still can be used as a factor in determining whether a webpage is relevant to a specified keyword or keyword phrase. The proper keyword density percentage shall be between 2% - 3%.

Link Building

The process of obtaining quality incoming links or back links in an effort to encourage the search engines to trust your website and increase its ranking and importance.

Optimization

The process of strategizing and tweaking your website so that the content and structure of the website is best suited for search engine crawlers with the objective of getting listed and ranked well by the search engines.

Spider

The search engine's 'crawler' or 'spider' which scans your website pages in order to index it.

Keyword stuffing

The technique of artificial accumulation of keywords used by webmaster to cheat and deceive search engines. It had been used in the past to obtain maximum search engine ranking and visibility for particular phrases, since keyword density was valued by the search algorithm. But it is completely outdated and adds no value to rankings nowadays. Instead, webpage employing this technique would be penalized by search engines.

Meta Tags

These are tags that are not visible to your website's visitors but provide important information to the search engine crawlers. Some of these meta tags are visible in SERP pages.

Meta Keywords

These are the keywords that appear in the meta tag. In the Wix website builder, this tag is accessed through the settings box at the top of the builder. Customarily you would enter around 7 keywords. These keywords will only be seen by search engines or by viewing the source of your website.

Google XML Sitemap

These are xml files that list the URLs on a specific website.

White Hat / Grey Hat / Black Hat

These three terms refer to the acceptability of various optimization techniques. "White hat" techniques are wholesome, search engine approved tactics, "black hat" techniques are those that intentionally mislead or subvert the search engines' indexation processes (and that could lead to future penalties if discovered), and "grey hat" techniques are those that fall into the grey area between acceptable and unacceptable.

Latent Semantic Indexing (LSI)

This is a mathematical method used to determine the relationship between keyword phrases within a piece of content. Search engines use it to form a better understanding of text's subject matter. Google rewards sites that include relevant LSI keywords with higher rankings and more traffic.

Page Rank (PR)

This is a scale named after Larry Page (one of Google's co-founders) which estimates the importance of a web page. This is estimated on a scale from 0-10.

Keyword

This is a word or a phrase (which could include even four words or more) that describes a product or service and is used recurrently.

Hyperlocal

To build a loyal local customer base, it's important to be accepted as part of the community. Hyperlocal advertising is an efficient way to accomplish this goal. Hyperlocal means an area close to home—the people within walking or driving distance to a particular destination or those united in one identifiable community.

Analytics

Website analytics refers to the process of tracking website usage data and analyzing relevant metrics to determine how well a website is performing. Google Analytics is the program used most frequently for this pursuit, though there are several other options for obtaining website data. The following are a few specific metrics that can be tracked through website analytics programs.

Keyword proximity

When it comes to keywords, a factor that's weighted by Google's search algorithms is keyword proximity. Keyword proximity refers to how close two or more keywords are to each other. You will achieve higher rankings if you place your keywords close together in a natural sounding way.

Wordpress

a CMS or content management system

Bounce Rate

"bounce" is recorded whenever a visitor lands on your website and leaves without clicking on a link to view another page. In general, a bounce rate under 50% is considered ideal (and may play a role in how well your site ranks in the SERPs).The rate of visitors to your website who choose to leave your website after viewing only one page, and 'bounce' away

Link farm

A group of highly interlinked sites with an agenda of inflating the popularity (PR) of the websites. This is considered an illegitimate technique, spamming of the search engine index process

Landing Page

A landing page refers to the first page a new visitor sees when he arrives on your website. Any page on your site can be a landing page for traffic from various sources, although the specific term "landing page" is often used to refer to specially-designed pages that are constructed to encourage new visitors to take a specific action right away.

Search Engine Ranking

A measure of the popularity of a specific website based on its placement in the results page for a specific keyword.

Meta Title

A short title - up to 70 characters long (when optimizing for Google) that can be viewed at the very top of your web page as well as any time your website shows up in a SERP.

Redirect

A user who attempts to enter a certain URL is automatically taken to another page without clicking on anything. There are different types of redirects. Redirects are generally not good for page rank.

AMP

Accelerated mobile pages

Opt-in form/Email Marketing

Email marketing is the process of capturing visitor email addresses for future solicitations, which is carried out through the use of opt-in forms. These forms enable specific pieces of information (for example, visitor name and email address) to be automatically added to list management software for future follow-up and can be optimized to increase sign-ups in a number of different ways.

PHP

PHP Hypertext Preprocessor (Personal Home Page) is an open source general-purpose server-side scripting language originally designed for Web development to produce dynamic Web pages. It is one of the first developed server-side scripting languages to be embedded into an HTML source document rather than calling an external file to process data.

Page Views / Impressions

Page views or impressions indicates the number of times each of your website pages is viewed, as well as the number of pages each of your visitors takes in while on your site. "Average views per visit" is a commonly-tracked website metric, with higher average views demonstrating a more engaged audience. The number of times a visitor views a certain page or a specific ad.

PPC / Paid Search

Pay Per Click - Online advertisement paid to a search engines every time you click an add.

S.E.M.

Search Engine Marketing. This includes SEO, PPC/Paid Search, Social Media, Content, everything.

S.E.O.

Search Engine Optimization is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.

S.E.R.P.

Search Engine Results Page. A list of the pages that come up when searching for a specific keyword.