SEO, PPC, Etc: Making Sense of Digital Marketing Terms

Nick Fitzgerald

Are you looking to level up your digital marketing game but feel overwhelmed by all the jargon? We want to make sure there are no barriers to understanding why online marketing is such a powerful tool for your hearing practice. 

This is a collection of the most relevant digital marketing words to help you understand how it all works. 

Search Engine Optimization (SEO): This refers to any method which helps a business list higher on the search engine results pages (SERPs). The higher you rank, the more traffic you usually get, and the more focused it is. SEO works simply by showing search engines that your content is the best result for that search term. In this way, it is seen as a way to get more ‘natural.’ Or ‘organic’ traffic to your site. That is because all search engines share the same objective: giving their customers the latest and most relevant information. You should tailor your site to appeal to search engine algorithms if you want more organic traffic to your website.

Pay-per-click (PPC): PPC is an online advertisement platform where marketers pay for one of their online advertisements whenever a user clicks on it. There are various forms of PPC advertising, but the paid search ad is one of the more popular styles. These advertisements occur as people search online for items using a search engine like Google – especially when commercial searches are done, and they are searching for something to purchase. 

Search Engine Marketing (SEM) – SEM has historically been used as an umbrella term to cover SEO and PPC, primarily “marketing practices to improve the search engine exposure.” Throughout time, that concept has evolved, and today SEM typically applies to paid advertising campaigns to improve your exposure in search results. 

Click-through Rate (CTR): This is when a user sees your link and clicks on it, compared to the number of people who see it. It is measured by having the number of clicks you got, split by the number of occasions the ad or organic search result has been viewed. 

Conversion: A desired action that a user makes on your site, including uploading a pdf or filling in a form that someone performs on your website. For your website, you’re likely to consider people signing up for a hearing test or consultation as a successful conversion. 

Landing page: A website designed especially for an ad campaign. Users go here after clicking on your ad. The landing page provides more details and a way to contact your business.

Title tag: A title tag is an HTML item that determines a web page title. Title tags are shown on the search engine results pages (SERPs) and are relevant to accessibility, SEO, and social networking as the clickable headline of every query. The title on a web page is meant to be a clear and brief summary of the topic of the page. Title tags are a significant influence in getting search engines to grasp what your website is about, and is also the first impression of your content that search engine users get. 

Meta Description: The meta description is an HTML element that gives users a summary of the page. Search engines like Google also show a meta description in search results, and it can affect a website’s CTR. This can, in turn, improve your website’s ability to rank.

Keywords: At the core of an effective advertising strategy is proper keyword research. Most users check online for goods and services, and the first thing they do is to type a keyword sentence on the search page. The main principle of digital marketing is to reach the audience with common keywords and phrases. The awareness and understanding of such keywords would allow you to bring your hearing practice in front of the right people. 

Backlink: If another website is linked to your site, a backlink is established. Essentially, it is a test of how trustworthy you are. If a good website links to yours, that means your website must be good too. Not all backlinks are equal – the quality of a backlink is assessed in two ways: Whether it has come from an authoritative website, and whether that website is relevant to yours. 

AuDSEO is here to help!

There’s a lot to learn with digital marketing, and it is changing every day. For this reason, there is no shame in calling in the experts. We’re on hand to bring your hearing practice to the local audience you deserve. Contact us to talk more about how we can make that happen.