Chapter 12: Digital Marketing & SEO

bounce

when someone visits a single page and then exits the site from that page without visiting other pages on the site

bounce rate

The rate of incidents of someone visiting a single page and then exiting the site from that page without visiting other pages on the site

call-to-action

(CTA)

usually a button on the landing page that very clearly indicates what you hope the visitor will do as a result of visiting the page

clicks

whenever a PPC (Pay Per Click) ad is clicked upon, a “click” occurs

click-through-rate

(CTR)

represents the percentage of clicks to impressions, and is a key metric of Pay Per Click advertising

cookie

tracking data that gets stored on an individual’s computer when he or she visits certain websites

conversion

occurs when your web visitors take the desired action on the landing page the ad takes them to, such as making a purchase, subscribing, registering for an event, etc.

cost-per-click

(CPC)

the amount of money an advertiser pays when someone clicks on its ad

crawling

the process of search engines using “crawlers—programs that visit every page of each site online to determine what content they hold

dwell time

how long a visitor spends on a site

impressions

occurs each time an ad is displayed

indexing

The process of search engines creating an index of all content stored online

landing page

the page on a website that visitors are directed to when they click on a PPC ad

manufactured backlinks

links you obtain through intentional link-building activities

natural backlinks

links from external sites that occur because someone who found web content on the linked-to page useful

quality score

a Google metric that considers keyword quality, ads, and landing page experience

self-created backlinks

links that a marketer creates and embeds in places like forum posts, blog comments, online directory listings, or even online press releases