marketing terms and glossary

Landing page a page on your website that a visitor can go to that has more information about what you are advertising or writing about. A good example of a landing page is a blog story that you have posted on social media so people can read more.

Bounce Rate (Google Analytics) – a single page session on your site. That means a visitor goes to one page and then leaves the site.

Call to Action – Asking someone to do something in your communications for example “call now for a special offer” or “click here for more information”

Cost per impression (1000) – Your advert will show up on pages 1000 times before you are charged regardless of someone clicking on it. Use this method when you want your ad to go on as many sites as possible to get the most exposure for your company or brand.

Cost per Click – every time someone clicks on your advert you pay for it. Use this method when you want someone to go to your site and do something (e.g. sign up or buy something).

Google Ads – is paying for your advertising via the various sites predominantly Google. There are 2 major campaigns “Cost per click” and “Cost per impression”

Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic.

Content Marketing a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Keywords are phrases that describe what you do.

Meta description is a description of what the web page is.

SEO – Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. In other words, it is the process of making your website more attractive to search engines (such as Google) and therefore visitors to your website.

SEO Title This is the HTML tag or main heading. It is the first thing that you see in a google search.

Paid SEO – Paying for Google advertising

Organic SEO – Increasing Google ranking by generating interest to your website.

Black Hat SEO – Black hat SEO techniques, encapsulated by spamdexing, entail manipulating how search engines perceive the relevance of a Web page in a way that is often inconsistent with the search engines’ guidelines. Hidden text, cloaking, and blog comment spam are examples of black hat SEO.

Marketing Mix the total activity on marketing that a company conducts. That is all activities not just one thing like spending on advertising.