Digital marketing Definitions

Ad Campaign
A coordinated series of advertisements and promotional materials designed to achieve specific marketing objectives for a product, service, brand, or organization. The purpose of an ad campaign is to raise awareness, generate interest, increase sales, or achieve other marketing goals.
Broken Links
Hyperlinks on a website or any digital content that no longer lead to the intended destination or target page. Broken links can negatively impact user experience and SEO (search engine optimization) efforts. When search engines encounter broken links on a website, they may interpret it as a sign of poor website maintenance and potentially lower the site's ranking in search results.
Conversion Rate
A key metric used in marketing and business analytics to measure the percentage of website visitors or potential customers who take a specific desired action, known as a "conversion." The conversion rate is calculated by dividing the number of conversions by the total number of visitors or users and then multiplying the result by 100 to express it as a percentage.
White Hat SEO
Refers to ethical and legitimate search engine optimization practices that adhere to the guidelines and policies set forth by search engines, such as Google, Bing, and others. White hat SEO techniques are designed to improve a website's search engine rankings through methods that prioritize providing value to users, following best practices, and maintaining the integrity of the website and the overall online ecosystem.
Black Hat SEO
Refers to unethical and manipulative practices that aim to improve a website's search engine rankings through means that violate search engine guidelines. These tactics prioritize search engine rankings over providing value to users and can lead to severe penalties from search engines if discovered.
Backlinks
Also known as "inbound links" or "incoming links," are hyperlinks that direct from one website to another. In the context of search engine optimization (SEO), backlinks are crucial because they are considered one of the essential factors that influence a website's authority, credibility, and search engine rankings.
Meta Element
An HTML tag used to provide metadata or information about a web page. Metadata is data about data and helps search engines, browsers, and other applications to understand and process information about the webpage.
Crawlers
Also known as "spiders," "bots," or "web crawlers," are automated software programs used by search engines to navigate and index the vast amount of content available on the internet. These crawlers systematically browse through web pages, following hyperlinks from one page to another, and collect information about the content and structure of each page they encounter.
Branding
The process of creating a unique and distinct identity for a product, service, company, organization, or individual in the minds of consumers or the target audience. It involves the strategic use of various elements, such as a name, logo, design, colors, messaging, and overall brand positioning, to establish a recognizable and memorable image.
Content Marketing
A strategic marketing approach that involves creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined target audience. The primary goal of content marketing is to provide information, entertainment, or value to the audience, rather than directly promoting a product or service.
Bounce Rate
A metric used in website analytics to measure the percentage of visitors who land on a particular webpage and then leave the site without interacting with any other pages or taking any further actions. In other words, it indicates the percentage of single-page visits in which the visitor exits the website from the landing page without clicking through to view additional content.
Local SEO
The process of optimizing a website or online presence to improve its visibility and search engine rankings for local searches. It is a digital marketing strategy aimed at increasing the online visibility of businesses, organizations, or services for customers in specific geographic locations.
On Page Optimization
The process of optimizing individual web pages to improve their search engine rankings and overall visibility in search results. It involves making specific changes and adjustments directly within the content, HTML code, and structure of a web page to make it more relevant, accessible, and appealing to both search engines and website visitors.
Off Page Optimization
The activities and strategies undertaken outside of a website to improve its search engine rankings and overall online presence. Unlike on-page optimization, which focuses on making changes directly within the website's content and structure, off-page optimization involves actions taken on other websites and platforms to enhance the website's authority, relevance, and credibility in the eyes of search engines.
Organic Traffic
The visitors who come to a website through unpaid, natural, and non-promotional search engine results. These are users who find the website by entering a query into a search engine like Google, Bing, or Yahoo, and then clicking on one of the non-advertising search results, also known as "organic search results."
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