INTRODUCTION TO DIGITAL MARKETING.pptx

These slides have been put together by Edem Kwame Adzroe, an expert in the field of digital marketing. This slide contains everything you need to know about digital marketing and free tools you can use. Basic tools to help you create wonderful and engaging content as well as some digital marketing glossary for your knowledge.

1. The Need for Digital Marketing The ability to interact with your prospects and learn exactly what they are looking for. The ability to reach a global marketplace . You can save money and reach more customers for less money than traditional marketing methods. Get to know your audience and allow them to know you personally which can help to create brand loyalty . You can track responses to your marketing efforts immediately. Your competitors are online.

2. Who is Digital Marketer? In general terms, a digital marketer is responsible for using digital channels to generate leads and build brand awareness. Digital channels include: Company websites Social media Search engine rankings Email marketing Online display ads Corporate blogs and many more…

3. Power of the Body Parts

4. TYPES OF DIGITAL MARKETING Inbound Marketing. Content Marketing. Search Engine Marketing. Social Media Marketing. Email Marketing. Pay Per Click Advertising . (Google Ads) Video Marketing. Chatbot and live chat marketing. Earned Media. Marketing Analytics.

5. KNOWING YOUR AUDIENCES Create a buyer persona: Buyer personas help you understand the needs and wants of your audience and customers. They will guide your product or service development and allow you to market more effectively to your specific audience. www.ideogram.ai Conduct Surveys: Surveys are effective for getting very specific answers to questions you have for your audience about your products or services, marketing efforts, customer support, and more. www.sovopoll.com Keep an eye on your competitors: Keeping an eye on your competitors is a key factor in improving your business success. You will know how they're targeting your audience, what they're responding to, and what they are not responding to.

6. KNOWING YOUR AUDIENCES

7. PEOPLE POWER The people power is a key element necessary for marketing decision making. The acceptance of Change lies between the business owner and the customers. You and I own the internet, and the evolution of the internet is our story. Feedbacks from customers publicly share their experiences: the good, the bad and the ugly!

8. MARKET RESEARCH Market Research gives marketer the chance to obtain vital information that can help them in planning the right strategy to ensure their brands’ digital marketing success.

9. ADVANTAGES OF MARKET RESEARCH Identify your target Audience: Demographic info, their preferences, expectations, needs, wants, purchase behavior. Know the digital areas you should be active in. 42% of people worldwide use social media. Streamline your marketing and advertising efforts more effectively to target people you want via the digital channel.

10. ADVANTAGES OF MARKET RESEARCH Promotes Competitive Analysis: Offer information about your competitors. Analyze your competitor’s behavior and approach. Identify the marketing gaps your competitors are not able to see and take advantage.

11. ADVANTAGES OF MARKET RESEARCH Helps to identify key influencers: Helps you identify key influencers ( eg . Celebrities, bloggers, social media stars). Those who you think are the most relevant to your brand. Who share your business vision and goals.

12. MARKET REALITY

13. MARKET REALITY Constraints of market research are that it is hypothetical and not real . In Digital space all the data and information on what customers are actually doing online is captured. Keyword Research tools, listening tools for social media channels and analytical tools enables you gather enormous data and information about prospective consumers.

14. KEYWORD RESEARCH TOOLS They are Keywords that drive traffic to your site, it throws invaluable information audience interest. Gives you insight into marketing behavior and trends. Keywords tell you what is on the mind of your current and potential customers. Examples of Keyword research tools: Google search console, Google Keyword planner etc.

15. SOCIAL: LISTENING TOOLS Lets you track the performance on each social network (Facebook, twitter, Pinterest, LinkedIn) all in a single dashboard. Measure the impact of your social engagement. Find out which social networking site is giving you good results and which are not. Getting better insights about your target market an possible new markets.

16. DIGITIAL: ANALYTICAL TOOLS Google Analytics: Types of application software That retrieves data from one or more business systems Combine it in a repository Such as a data warehouse or dashboard To be reviewed and analyzed.

17. MARKET RESEARCH VRS MARKET REALITY

18. 3i Principles Initiate , Iterate and Integrate form the foundation for all DMI methodologies and key to any successful marketing strategy.

19. Principle 1: Initiate The initiate principle of digital marketing states that the customer is the starting and finishing point for all digital activities. In the new era of digital marketing, the customer is considered as the king. His opinions are what that matters, “let the customer decide.” So to become a good marketer start listening to what the customer says, “ Be a good listener”.

20. Principle 2: Iterate This principle emphasizes the importance of tweaking a digital marketing campaign in response to user interaction. More importantly the content or design of an ad can be changed a limitless number of times in response to user actions. Remain open to what your customers are doing in their interactions with your campaign an be prepared to change it.

21. Principle 3: Integrate The third and final of the 3i principle is integration and it works at 3 levels. Integrate your efforts across digital channels : First by integrating your work across digital channels that is information learned through one channel can be use for another. Integrate your digital and traditional marketing efforts: Second is by integrating your digital and traditional efforts. For example When writing a script for a television ad, use the exact keywords from search engines. Integrate your reporting sources: The third is by integrating your reporting sources. For example the data form different channels like Google Analytics or Email can be used to make good business decisions.

22. Digital Marketing Tools

23. Canva is a tool loaded with enough easy-to-use features and functionality that anyone can create a variety of engaging content that gets shared. These tools are helping small businesses get past  two of the greatest obstacles  to implementing an effective content marketing campaign : “Producing Engaging Content” and “Producing Content Consistently”. Canva really offers a variety of content types. From pre-sized social media image and header templates to marketing materials, documents, presentations, invitations and ads, you’ll find almost everything you need.

24. Adobe Spark is an online Adobe tool for quick graphic design. It’s definitely not Adobe Photoshop or Illustrator, but as one of the best alternatives to graphic design, it does the job quite well. The interface is clean and simple and the onboarding to new projects is streamlined. You can create social media graphics in most of the common sizes. Adobe Spark also helps you create simple, responsive websites and short animated videos.  The design tools inside the editor look simple at first, but are actually quite good under the surface.

25. Design Wizard is an easy-to-use design tool alternative for creating static graphics or short videos. The tool offers templates for most social media assets plus some documents and presentation-style projects. Inside the editor, you have a choice between a static graphic editor and a video editor. They are two completely different editing spaces. The design features in Design Wizard are reminiscent of Adobe tools with terminology like “layers” and “artboards”.

26. Easil is a design tool alternative with fresh and vibrant templates. The most popular are the Instagram stories and other common social media sizes. The editor has a considerable amount of design elements to work with. The most notable is the long list of shape masks. There are also icons, illustrations, patterns and images. Easil also has a granular locking feature to create templates for teams. You also have the ability to create animated GIFs in this design tool.

27. Snappa’s graphic design templates only cover sizes for social media channels and blog graphics. Apart from those, there are no templates for business-related graphics like business cards or documents. Nevertheless, Snappa is still a good alternative design tool. The editor is simple and clean. The design elements include icons, vectors, photos and a simple set of shapes. The vectors are displayed all black and can be color customized.

28. Stencil is a very simple graphic design tool with limited features. The main idea with Stencil is to use a background image and put text over it. There are some simple icons and shapes to add to a design. The editing features for what they offer are easy to use. Unfortunately, there’s no animation, interaction capabilities or video backgrounds. The editor offers a section with quotes which is a nice addition. All you have to do is choose a quote and it’s instantly added to the image you chose for the background.

29. PicMonkey is one of the most robust design tools.  There are plenty of templates to choose from, but PicMonkey is one of the best tools for creating from scratch. The editor has a large selection of design tools to work with. The most notable of all the editing features is the photo retoucher . It does a lot of what Photoshop can do, but is easier to use. Another interesting feature is the pattern and effects tools, which can be applied not only to the background but also to shapes in the design.

30. MIXKIT You can download high-quality: Stock Video Clips Stock Music Sound Effects Video Templates All are available for free

31. NAMELIX Maybe you need a name for your business? Namelix will generate a short, brandable business name for you using artificial intelligence.

32. TEMP-MAIL With Temp-mail, you get a temporary email and inbox to help you sign up for websites and avoid all the spam down line.

33. Quillbot Quillbot is a paraphrasing tool that rewrites and enhances any sentence, paragraph, or article using AI.

34. Other Digital Marketing Tools: Piktochart - Animaker - Unsplash Pablo by buffer - Renderforest - Pixabay Drawtify - Biteable -Free Images Desyner - Pixcap (3D Mocks) - Pexels Venngage -Stocksnap.io Postermywall - Kaboompics Crello (Now rebranded as Vistacreate ) Adobe Spark (Now Adobe Express)

35. Digital Marketing Glossary 301 redirect (permanent) : An HTTP status code which signifies that the web page a user is trying to reach has been permanently changed to another page . 302 redirect (temporary) : An HTTP status code which indicates that the web page a user is trying to reach has been temporarily moved.  404 broken page : An HTTP status code which signifies that the web page a user is looking for could not be found on the website’s server.

36. Digital Marketing Glossary Adaptive Web Design : A style of website design that creates web pages of different sizes in order to appear appropriately on devices with different screen sizes. It differs from Responsive Web Design in that it is actually multiple websites of different sizes rather than a single website which is coded to adapt to different screen sizes. Today, Responsive Web Design is now the recommended style, and Adaptive Web Design is no longer the recommended style for creating responsive websites . Ad Auction : The method used to decide the cost and placement of digital advertising on certain ad networks. A new ad auction occurs each time an ad is placed on an ad network.

37. Digital Marketing Glossary Ad Extensions : Additional information that can be included in paid search ads. Often used to provide more detail and improve a user’s interaction with an advertisement. Ad Group : A collection of ads and keywords that share a similar theme. Ad groups live within a Campaign. Ad Network : A group of websites that have ad inventory for advertisers to purchase. In the digital space, popular ad networks include Google Display Network, Google Search Partners, and Facebook Audience Network. 

38. Digital Marketing Glossary Ad Platform : A place for advertisers to create advertising campaigns and select where to show their ads from the available inventory. Google & Facebook are two of the largest ad platforms. Ad Rank : The rank of an ad in a given auction compared to other ads in that auction used to determine the ad’s position. Ad rank may be different in each auction. Alt Text  [images]: A textual description of an image on a web page. This helps search engines understand what is in the image and can be read aloud by a screen reader for blind users.

39. Digital Marketing Glossary Anchor Text : The clickable words of a hyperlink. Example: easySpeak is a digital marketing agency in Accra, Ghana. In this example “digital marketing agency” is the anchor text. App Store Optimization (ASO) : A branch of digital marketing focused on strategies and techniques designed to improve visibility of apps in the app store. This can include optimizing the apps meta data with targeted keywords, enhancing app creatives , and more . Attribution : A method of assigning full or partial value of an action to various touchpoints along the customer journey. There are several different types of attribution models that marketers use such as first-touch, last-touch, and multi-touch attribution models. Average Cost Per Click  ( CPC ): The average price an advertiser pays when a user clicks on their ad. 

40. Digital Marketing Glossary Average Cost per Conversion  (also known as  Cost per Acquisition  or  CPA ): The average amount of money spent to generate each conversion. This is calculated by dividing the total cost of advertising during a period of time by the total number of conversions over the same period of time. Average Cost Per Thousand Impressions or Cost Per Mille  ( CPM ): The average cost for every 1000 impressions that are received. This is measured by dividing the total cost of advertising by the number of impressions then multiplying by 1000.  Average Position : A metric used to define the order of appearance of listings and ads on search engines. 

41. Digital Marketing Glossary Backlink : An incoming line from an external website to another website. For example: A link from a local Chamber of Commerce to one of the member businesses would be a backlink to the member business. Banner Ad : A type of display advertising which appears alongside regular content on a website or app. Most often this ad type includes an image or graphic. Although the dimensions of banner ads range in size, common dimensions include 720×90, 300×250, and 160×600. Bing Webmaster Tools : A free tool with reports used to monitor how a website is being crawled, indexed, appearing, and performing in search results on Bing.

42. Digital Marketing Glossary Black Hat SEO : Using malicious or mischievous SEO techniques that are against search engine best practices and use policies. It is often used to try to exploit or take advantage of loopholes in search engine algorithms in order to improve search rankings quickly.  Body  (also known as  HTML Body Element ): The area of HTML code containing all of the page information, such as images, tables, text, and hyperlinks.  Bot  (or  robot ): See definition for Crawler. Bounce Rate : The percent of sessions where a user only visited one page or did not complete any predefined events before leaving the website. 

43. Digital Marketing Glossary Breadcrumb : An element on a page or SERP result that shows the navigational trail a user took or could take to reach the page they are on. On a webpage, the trail is a series of links to other pages and is most often located at the top of the page. Example: Home / Shop / Backpacks  Business Listing : Information about a business (see NAP+W) that is listed on websites and platforms such as Yelp, Google My Business, Facebook, LinkedIn, and other similar sites.  Brand Awareness : A term which refers to how familiar or recognizable a brand is to a particular audience.

44. Digital Marketing Glossary Call Ads  (formerly call-only ads): A type of advertisement used on mobile devices that allows the user to click on the advertisement to directly call the business rather than have to first visit the business website or dial the business phone number themselves. Call To Action : A phrase used to prompt a certain action or immediate response such as “Learn More” or “Sign Up Today”. Campaign   [Digital Advertising]: A collection of ad groups or ad sets centered around a common goal . Canonical  (also known as a  canonical link element  or  canonical tag ): An HTML element that is used to avoid duplicate content problems by telling search engines which page of content is the preferred version. 

45. Digital Marketing Glossary Channel : In Google Analytics, the Channel refers to the general group of sources that directed a user to a website. There are both default channels built into Google Analytics, such as social, organic, and direct, as well as the option to create custom channels.  Chatbot : A computer program used to simulate a chat or conversation via either text or voice. Chatbots are often used to help users find frequently requested information and enhance the user experience by providing 24/7 connectivity and support. Chatbots can be used on a variety of platforms including SMS, webchat , smart home devices, and smart speakers . Citation : Any mention of a business online.

46. Digital Marketing Glossary Click Share : A Google Ads metric which notes the percentage of clicks your ads received out of the estimated total number of clicks your ads were eligible to receive. Clicks : The number of times a user clicked on an ad or listing.  Click Through Rate  ( CTR ): The number of clicks received divided by the number of impressions received expressed as a percentage. This can also be thought of as the average likelihood that a user will click on your ad or listing after seeing it. It can be helpful in determining the quality of a listing or ad.  Cloaking : A type of Black Hat SEO in which a website delivers different content to the search engine than it delivers to users. 

47. Digital Marketing Glossary Content Management System  ( CMS ): A software or system used to organize the creation and management of digital content. Common examples include WordPress , Squarespace , and Wix . Content Marketing : A branch of marketing focused on creating content to capture the attention of potential customers. In the digital marketing space, content marketing can include blog articles, email campaigns, social media posts or videos, and much more. Conversion : A defined action of importance (e.g. making a phone call or reaching a thank you page on a website) deemed valuable to a business. Conversions are used to help measure the effectiveness and return on investment of digital marketing campaigns and strategies.

48. Digital Marketing Glossary Conversion Rate  ( CVR ): A measurement of how often a click turns into a conversion calculated by dividing the number of conversions by the number of clicks on an advertisement or listing. Conversion Rate Optimization  ( CRO ): A strategy used to increase the number of users who take a certain action (which has been deemed a conversion) on a web page.  Cookie : A piece of code that is stored on a user’s browser to track how a user interacts with a website or advertisement for a website, and to store user information such as username, or language preference, etc.  

49. Digital Marketing Glossary 1st Party Cookie : A cookie set by the owner of the domain a user is currently viewing. This cookie is used to collect first-party data. 3rd Party Cookie : A cookie set by a third party used to submit information to a company other than the owner of the domain a user is viewing. 3rd party cookie use is being deprecated from most internet browsers in 2023. Cookieless Browsing : A term used to describe web browsers that do not support the use of third-party cookies . Cost Per Click (CPC) : The amount an advertiser pays for a click on a digital ad .

50. Digital Marketing Glossary Cost Per Conversion : The price an advertiser pays for a conversion action. Most often abbreviated as CPA, meaning cost per (conversation) action. Cost Per Thousand Impressions (CPM) : The amount an advertiser pays for one thousand digital ad impressions. Crawler : A program designed to browse and read the web by following hyperlinks. Search engines use the information a crawler finds to build an index.  Crawling : The act of moving through website pages to read the content in order to appropriately index it. Search engines use programs called crawlers or bots to crawl the web.

51. Digital Marketing Glossary CRM (Customer Relationship Management) : A software or technology used to collect and store information about a business’s customers and potential customers that is designed to help improve customer relationships and communication. Common CRM examples include SalesForce , Hubspot , Zoho & Pipedrive . CSS (Cascading Style Sheets) : Code used to style a web document.  Customer Acquisition Cost  ( CAC ): The total cost it takes to acquire one new customer, which often includes marketing expenses and employee wages.

52. Digital Marketing Glossary Customer Data Platform (CDP) : A technology used to combine data from multiple sources and tools for better organization and analysis of customer interactions and information. Customer Journey : The phases a customer goes through while interacting with your business. There are several schools of thought on what the Customer Journey looks like, such as the AIDA marketing funnel or McKinsey Loyalty Loop.

53. Digital Marketing Glossary Digital Advertising : Advertising (paid placements) on any digital platform. This can include social platforms like Instagram , Pinterest & Facebook as well as on search engines like Google or Bing and individual websites. Digital Advertising Audit : An inspection or examination of a business’s current digital advertising performance and tactics.  Digital Marketing : The segment of marketing which refers to any marketing initiatives performed in the digital landscape. Common types of digital marketing include email marketing, SEO, SEM, digital advertising, social media marketing, and content marketing among others. 

54. Digital Marketing Glossary Display Ads : Advertising that is shown on a web page that a consumer is using. Most often in the form of images, banners, video, or rich formats (animations or slideshows).  Display Network : A group of websites where display ads may be shown. For example, the Google Display Network (GDN) is a display network comprised of over 2M websites that can show ads to users when the advertiser uses the Google platform to advertise. Domain Authority : A search ranking score from 1 to 100, created by Moz , used to measure the SEO weight a website domain carries in the eyes of a search engine. A higher score indicates a more authoritative domain.

55. Digital Marketing Glossary Domain Name : The portion of a URL which indicates the host or web server. Example:  intigress.com  is a domain name.  Dwell Time : The amount of time between when a user clicks on a result on the search engine results page and when the user returns to the search engine results page. Dynamic Ads : A specific ad type in which the content of the ad is dynamically generated. Dependent on the ad platform and type of ad, content may be generated based on website content, previous user behavior, or search behavior.

56. Digital Marketing Glossary Earned Media : Any media exposure that does not come directly from your business. This includes things like shared posts, reviews of your business, or mentions from another site.  E-A-T : Stands for Expertise, Authoritativeness, & Trustworthiness and is used in SEO to describe the quality of a website or content. The term comes from Google’s Search Quality Rater Guidelines. Engagement Metrics : Metrics used to measure how engaging a website is. These often include bounce rate, time on site, pages per visit, and social shares.

57. Digital Marketing Glossary Event : A specific action or occurrence on a website. Events may be automatically tracked or a business may choose to define its own events. These business defined events are typically tracking information important to the business such as how many people clicked to download, submitted a form, or visited a particular page. Events may also be time-based, such as sessions that lasted at least two minutes.  Exit Page : The page from which a visitor leaves a website.

58. Digital Marketing Glossary Featured Snippet : A reverse listing appearing on the search engine results page with the information above the link to the website. A featured snippet is a type of rich result.

59. Digital Marketing Glossary Facebook Business Manager : A platform created by Facebook designed to help marketers manage the Facebook ads and pages of multiple businesses from one central account . Frequency : A display advertising metric which counts the average number of times a user has seen an ad. Video, display, and social media advertising often measure the frequency; however, search ads do not include the frequency measurement in their reporting.

60. Digital Marketing Glossary Geofencing : Using a person’s location to trigger a response when a person enters or leaves a virtually fenced area. For example, a person with GPS enabled on their cell phone enters a one-mile radius of a smoothie shop and they are sent a text message with a 10% off coupon for that smoothie shop.   Geo-targeting : Showing ads to people based on their physical location. Locations are usually determined by IP address or mobile GPS signals . Google Analytics : A free tool that collects data and organizes the data into reports used to show how users interact with websites. 

61. Digital Marketing Glossary Google Business Profile  (formerly known as Google My Business): Google’s knowledge panel for local businesses. It contains business information provided by the business and the business’ customers along with additional automatically generated information pulled from other sources on the web . Google Search Console : A free tool with reports used to monitor how a website is being crawled, indexed, appearing, and performing in search results on Google. Google Tag Manager : A free tool used to organize website tagging and tracking codes all in one place.

62. Digital Marketing Glossary Headers  (also known as  HTML Headers ): An HTML element that defines the introductory content. This information is displayed on the actual web page often in a larger font to tell users what the next section of text will be about. Heat Map : A data visualization tool often used in digital marketing to show how users have interacted with a website. Hits : An interaction that results in data being sent to a tracking solution (i.e. Google Analytics). One session can include multiple hits such as page views, events, or social interactions .

63. Digital Marketing Glossary Hreflang : Code which tells the search engines the written language of the web page being indexed.  HTML  ( Hypertext Markup Language ): The coding language used to build almost all websites. HTML is the foundation of a website. It is often paired with CSS and Javascript for style and functionality.   HTTPS : A web resource protocol indicating that information is transferred over a secure connection.  Hyperlink : A connection from one page, element, or document on the internet to another.  Hypertext Transfer Protocol (HTTP) : A method of transferring data over the internet. 

64. Digital Marketing Glossary Impressions : The number of times an ad or listing appeared. This does not always mean that a user actually viewed the ad or listing. Multiple impressions can come from the same person if that person saw the ad or listing more than once.   Impression Share : A measurement of the number of times an ad was shown out of the total number of times it was eligible to show. This can help measure how much of the available audience an ad is reaching.  Impression to Conversion Rate  ( Imp CVR ): A measurement of how often an impression turns into a conversion, calculated by dividing the number of conversions by the number of impressions. 

65. Digital Marketing Glossary Indexing : A method of collecting, arranging and categorizing the information that crawlers, bots, or spiders find on websites.  Internal Link : A link from one page to another page on the same website.  Javascript : A programming language used to create interactive or dynamic elements on a web page. 

66. Digital Marketing Glossary Key Performance Indicator  ( KPI ): Any important metric used to measure success as it relates to a marketing goal. Keyword : A word or phrase used to match website content to a user inquiry. In paid search advertising, this word or phrase is used to match a search query to an ad. For search engine optimization, this word or phrase is used to create content that will be relevant to users when found in a search query.  Keyword Bid : The maximum amount an advertiser is willing to pay for a click in an ad auction.  Keyword Stuffing : Using a keyword an unnecessary amount of times in an attempt to attract attention from search engines for that keyword in order to rank for that keyword. This is not a recommended tactic, and is, therefore, a form of Black Hat SEO. 

67. Digital Marketing Glossary Knowledge Graph : A collection of information about real-world objects and entities that search engines use to create knowledge panels. Introduced by Google in 2012. Knowledge Panel : A box of information that appears on the search engine results page and is meant to give the searcher a brief look at the information available on the web about the topic. The knowledge panel is automatically generated by the search engines and is shown for entities that are included in the knowledge graph.

68. Digital Marketing Glossary Landing Page : The web page a visitor first encounters when visiting a website.  Latent Semantic Indexing  ( LSI ) (also known as  Latent Semantic Analysis  or  LSA ): A technique that uses statistical formulas to determine the meaning of a body of text based on the context.  Lead Generation : The process of creating and capturing consumer interest in a product, service, or business. This is usually measured by counting conversions, collecting contact information, or newsletter sign-ups.   Lifetime Value  ( LTV ): The average amount of revenue one customer will bring to a business over their lifetime. Lifetime may be defined as the average time someone remains a customer.

69. Digital Marketing Glossary Link Juice : A slang term used in SEO to describe the value of links pointing to another site.  Local Service Ads :   A Google Ad format that uses a pay-per-lead pricing model and is only available to businesses that are verified by Google. This ad type is only available in certain areas and only to specific types of businesses. Local Service Ads are managed on a separate platform outside of Google Ads. Local SEO : Search engine optimization focused primarily on a business which only serves customers at a certain location. 

70. Digital Marketing Glossary Match Type : A keyword setting for search engine ads that refines when an advertisement is eligible to show based on how keywords are used in a user’s search query.  Medium : In Google Analytics, the Medium refers to the way a user came to a website. Examples include “organic” meaning they found a website via an organic listing in the search results, “none” meaning they came directly to a website by typing it into the browser, or “referral” meaning they came to a website via a link on another website . Meta Description : A summary of a page’s content that appears on search engine results pages but does not appear anywhere on the actual page. This is critical for search engines to understand page contents as well as giving users an idea of the information they will find after clicking the link. 

71. Digital Marketing Glossary Mobile First Indexing : Indicates that the mobile version of a website is the version that is crawled and indexed by search engines. Any information that does not exist on the mobile version of a website is not indexed. Mobile Friendliness : A measure of how easy a website is to use and access on mobile devices. 

72. Digital Marketing Glossary NAP+W : An acronym for N ame , Address , Phone , and Website that is often used in relation to citations or business listings as a part of Local SEO.  Natural Search : See Organic Listing Noindex : An HTML tag intended for web crawlers, which requests that the crawler does not index the page.

73. Digital Marketing Glossary Optimization Score [Google Ads] : Google’s attempt to quantify the health of a Google Ads account based on automated findings which includes a set of recommendations and a projection of the impact of implementing those recommendations in the given ad account. Organic Listing : A listing on the SERP that is achieved without directly paying the search engine. The entire field of search engine optimization is dedicated to improving the performance of organic listings on the SERP. Owned Media : Any digital platform or medium that a business fully controls, such as the business website, social media profiles, and Google My Business.

74. Digital Marketing Glossary Page Authority : Similar to domain authority, page authority is a search ranking score from 1 to 100, created by Moz , used to measure the SEO weight a specific web page carries in the eyes of a search engine.  Page Experience Signals : A selection of measurements used to better understand the user experience of a website. Page experience signals include Core Web Vitals, mobile-friendliness, safe browsing, HTTPS, and intrusive interstitials. Page Head  (also known as  HTML Head Element ): The information contained in a web page prior to the body, which defines information about the contents of the page. This is commonly where tags, such as Google Analytics tags, and metadata are placed in a web page’s code.

75. Digital Marketing Glossary Page Speed : A metric from 1 to 100 that measures how quickly a website page loads. According to Google, Page Speed is a ranking factor as it has a direct impact on user experience. Pages per Visit : The number of web pages an average user views during a session on a website. Paid Ad : Any advertising placement earned via a payment. Paid Media : Any type of paid marketing or advertising including pay per click advertising or social media advertising.  Penalty  ( search engine ): A negative action against a website brought by a search engine for ignoring or intentionally violating policies or best practices. 

76. Digital Marketing Glossary Phone-through Rate (PTR) : An advertising metric measuring the number of phone calls received from an ad divided by the total number of times the phone number was shown in an ad. Pixel : An invisible image file placed on a website that is used to pass information, such as a cookie, to a server. Pixels can be used to determine touchpoints with a brand across different platforms.  PPC  ( Pay per Click ): A type of digital advertising in which advertisers pay each time a user clicks on one of their advertisements.  Quality Score : A score out of 10 given by Google Ads to indicate how closely related an ad & landing page are to the keywords. Since Quality Score is one of the factors in Ad Rank, it can have an impact on the number of times an ad is shown and the price an advertiser pays for ads. 

77. Digital Marketing Glossary Ranking Factors :   These are items that are used in search algorithms and impact how and where a webpage appears on search engine result pages. Reach : A display advertising metric which counts the number of users who have seen your ad. Video, display, and social media advertising often measure reach; however, search ads do not include reach in their reporting. Referral : In Google Analytics, this is the website a user visited prior to visiting another website. Typically the user clicked on a link to the website they are visiting from the referring website.

78. Digital Marketing Glossary Remarketing / Retargeting : Showing advertising to an audience who has already interacted with a business in some way. For example, showing an ad to people who have visited a business’ website, but not yet purchased anything.  Responsive Web Design : A style of website design which ensures that the website appears appropriately on devices with different screen sizes. 

79. Digital Marketing Glossary Return On Investment (ROI) : The amount of revenue returned to a business in regards to the amount spent to create that revenue. As a simplified example, if a business spends $2,000 on a digital advertising campaign that generates $10,000, the business’s ROI is 500% or 5:1. Five dollars earned for every one dollar spent. Rich Results : A listing on the search engine results page which includes more than the standard title, web address, & description. For example, a result that also includes ratings or images is a rich result. Robots.txt : A file used by webmasters that give search engine robots [like Googlebot ] directives on how to crawl a website.

80. Digital Marketing Glossary Schema Markup : A website markup language created in cooperation by Google, Microsoft, Yahoo, and Yandex to help search engines better understand specific parts of a website. Learn more at Schema.org. Search Engine : An online tool, like Google or Bing, that provides results to answer a given search query. Search engines have more recently been referred to as answer engines as they are providing answers to user queries instead of just a list of results.  Search Query : The word or phrase that is typed into a search engine to signal the information the user would like to find.

81. Digital Marketing Glossary Search Engine Marketing : The act of promoting or selling products or services via search engines. This would include search engine optimization and any digital advertising through search engines, such as Google search ads and Microsoft advertising. This does not include other digital marketing types such as social media management or social media advertising. Search Engine Results Page  ( SERP ): The web page displaying the results of a search query to the user of a search engine.  Search Intent : The goal or meaning of a user’s search query.  Search Engine Optimization (SEO) : A methodology used to improve a website’s performance in organic search results. At its core, this means helping search engines better understand a website’s contents and providing users a better experience.

82. Digital Marketing Glossary Search Engine Optimizer (SEO) : A person who practices SEO . SEO Audit : An inspection or examination of a website and its digital performance as it relates to search engine optimization tactics. Session Duration  (also known as  Time on Site ): The amount of time an average user spends on a website calculated per session. Shopping Ads  (also known as  Product Ads ): A digital ad format designed specifically for products that are sold online.  Sitelink  (or  Sitelink Extension ): A type of rich result that shows links to various pages on a website, resulting in a larger listing for the website on the SERP. Sitelinks are sometimes automatically generated by search engines if deemed relevant to the user’s search query. 

83. Digital Marketing Glossary Sessions : A group of interactions or hits with your website. A session may include several web page visits and interactions or it may contain just one. A new session begins if a user visited a website via one campaign, leaves and comes back via a different campaign. A new session will also start after midnight or after 30 minutes of inactivity. This means a single user might have multiple sessions in a single day or over several weeks . Sitemap : A file in a specific format used to provide information to search engines about the content on a website and the relationship between the content. Sitemaps make it easier for search engines to crawl websites and find pages to index.

84. Digital Marketing Glossary Sitemap : A file in a specific format used to provide information to search engines about the content on a website and the relationship between the content. Sitemaps make it easier for search engines to crawl websites and find pages to index . Slug : The portion of a URL which defines a specific webpage. For example, in  “easyspeak.com /digital-advertising ” the “digital-advertising” portion is the slug . Social Media Marketing (SMM) : A branch of digital marketing focused on marketing businesses on social media platforms using both paid and unpaid tactics.

85. Digital Marketing Glossary Social Media Optimization (SMO) : A branch of digital marketing focused on strategies and techniques used to effectively market a business on social media platforms. Social Media Optimization can include enhancing profile information, planning and posting organic content, engagement, and more. Source : In Google Analytics, the Source is the origin of the user prior to visiting a website for any type of traffic, whether it is organic, paid, social, referral, or direct. Examples include “ google ”, a visit originating from the search engine, “yelp.com”, a visit originating from a certain web page, or “direct” a user typing in the URL of the visited website directly into the browser.

86. Digital Marketing Glossary Spider : See definition for Crawler. SSL Certificate : A small data file that enables encrypted connections between a web server and a browser to ensure site security. Structured Data : Code written in a specific way that allows search engines to understand the content more clearly. It is used to display information in search results in a particular way with the goal of enhancing the search engine user’s experience. TruView : A measurement used by Google to indicate the number of times users choose to watch a video ad .

87. Digital Marketing Glossary Target Audience : A group of people that a business is trying to reach with it’s message, products, and/or services. This group is defined by a common set of characteristics such as demographic information, interests, or past purchasing behavior. Title Tags : An HTML element that defines the title of a web page. This is displayed in search engine results, but not on the actual page.  Touchpoint : An instance of interaction between a customer and a brand . Tracking Code  (or  Tracking Snippet ): A piece of code that monitors how a user is interacting with a website. The code is stored on each page of a website and sends data to an analytics tool to be used by businesses for marketing purposes and other business purposes. 

88. Digital Marketing Glossary Universal Resource Locator  ( URL ): The online address of a resource, website, or page.  URL Parameter : A code appended to a URL that can change the functionality of a website or be used as a tracking dimension. A parameter often starts with a question mark and is followed by the items that define the parameter after an equals sign. An example of a URL with 3 URL parameters appended: https ://easyspeak.com /? utm_source=easyspeak&utm_medium=referral&utm_campaign=glossary User Experience  ( UX ): A phrase used to describe how a visitor interacts with a website. User Interface  ( UI ): The conduit on a display that allows a human to interact with a computer more easily. Users : People using a website. The same person may be counted as multiple users if that person uses multiple unlinked devices to access a website.  

89. Digital Marketing Glossary View-through Conversion : A type of conversion in which a user views an ad, but does not click on the ad and later completes a conversion action. View-through Conversion Window : A conversion setting in Google Ads which defines the maximum length of time that a view-through action will still be attributed as a view-through conversion. As an example, if the view-through conversion window is set to 30 days, any conversion action completed by a user who saw an ad but did not click on the ad within 30 days of seeing that ad will be counted as a view-through conversion. Voice Search : Refers to any search query conducted using voice technology. This can be a search on a mobile device or on a smart speaker such as Amazon Alexa or Google Home.  White Hat SEO : Using approved SEO techniques and best practices to improve search rankings over time.

90. Digital Marketing Glossary Yoast : A highly valuable SEO plugin for WordPress websites that helps website owners to optimize their sites for search engines . YMYL : An acronym used in SEO to describe topics that could have an impact on a person’s future health, finances, safety, or happiness. YMYL stands for “Your Money or Your Life”. These topics include news and current events, government, finance, e-commerce/shopping, and others. The acronym comes from Google’s Search Quality Rater Guidelines . Zero Moment of Truth  (ZMOT): The moment at which a buyer decides he or she is going to make a purchase and researches that purchase.