Digital marketing jargon buster - Part 2

Conversion Optimization​ ­ - The process of increasing the percentage of visitors who complete  your goals.
 E.g. “Once I add a new line of faux finishes to my website, I’m going to start focusing on  conversion optimization.”  

Conversion Rate​ ­ - The ratio of conversions to visits, often used to measure digital  performance.
 E.g. “I’m not sure why, but my conversion rate on external painting is very low for male visitors.”

Cost per Click​ ­ - The amount of money required to produce a single click on a digital  advertisement.  
E.g. “Cost per click prices seem to be higher during weekends, so I’m only running my  campaigns during the week.”  

Crawler ​ or ​Spider​ ­ -  A program designed to systematically browse content on the Internet and collect information about it to help searchers find what they’re looking for.  
E.g. “I’m scared of spiders, but not the ones that help my website appear in search engines.”  

Desktop​ ­ - A non­-mobile device like a personal computer or laptop computer.
 E.g. “I prefer to use a desktop computer at home, but when I travel I use my tablet.”  

E­-commerce​ ­ - The sale of products and services online.

Email Marketing ​­ - The process of using email messages to share information and promote  products and services.  

Home Page​ ­ - The introductory or “main” page of a website.
 E.g. “On my home page, visitors can see examples of my most beautifully painted houses.”  

HTML​ ­ - Hypertext Markup Language. A language used by web developers to create websites.  
 E.g. “My website was written using HTML.”  

Impressions​ ­ - The number of times an advert is displayed.
 E.g. “My new marketing campaign for kitchen painting has received thousands of impressions,  but I’m not sure if I’ve booked any sales yet.”

Index​ ­ - A searchable catalogue of web pages and digital content used by a search engine to  provide relevant results.  
 E.g. “Before my site appeared in the search engine’s index, people couldn’t find my website  when they searched for foyer murals.”  

Keyword ​­ - A word or a phrase typed into a search engine, which businesses can target as part  of their advertising campaigns.  

Landing Page​ ­ - The first page on a website that a person usually sees—not necessarily the  home page of that website.  
 E.g. “I’m adding a coupon to my landing page so that my website visitors will be encouraged to  buy.”  

Link​ ­ - A text or image that provides a link from one web page or website to another.  
 E.g. “When a major home decor blog linked to my website, I got a lot more visitors.”  

Mobile Device​ ­ - A portable device, such as a smartphone or tablet, capable of connecting to  the Internet and running applications.  
 E.g. “Grandma got a tablet and a smartphone for her birthday, so now she’s using mobile  devices just like her grandkids.”  

Natural Listings ​ or ​Organic Listings​ ­ - Results from a search engine that are ​ not​ paid adverts.    E.g. “The higher my website ranks in a search engine’s natural listings, the more website traffic  I’ll get.”  

Paid Listings​ ­ - Advertisements that appear on search engines results pages.  
 E.g. “I’m thinking about paying to have my website appear in the paid listings, so that I can bring  more customers to my website.”  

Pay-­Per-­Click (PPC)​ ­ - An advertising system in which advertisers pay for users to click on their  advertisements.  
 E.g. “I’m going to use pay­-per-­click adverts to promote my new faux finishes.”  

Query​  or ​Search Term​ ­ - The keyword or phrase a user types into a search engine in order to  find what they’re looking for.
 E.g. “When people use the search term ‘hairdresser’ they might be looking for tips on how to do  it themselves or a service to do it for them.”