In online marketing, a lot of industry-specific words get thrown around on a regular basis, and if you aren’t up-to-date with everything that’s going on, you might get a bit lost in translation. Here are a few online marketing terms you’ve likely come across, and I’ll explain what they mean in terms of your company’s overall marketing strategy.
This one you’ll hear a lot and it sounds complex but it’s actually quite simple to understand. With all of your online properties out there working to churn out potential customer interactions, how are you supposed to make sense of and interpret all of that data? This is where analytics come in. Analytics tools gather all of the data of people coming and going from your site, as well as what they do while they’re there, and present them in a comprehensive format. Most social media sites have some form of analytics built in, and for your websites, Google Analytics is a great way to keep track of this type of information.
- Below the Fold
This term actually comes from print newspapers – what you see when you’re handed a fresh newspaper is called “above the fold” (the fold in the newspaper), whereas “below the fold” would then be anything that’s below where the paper is folded but still on the front page. In website design and SEO terminology, “above the fold” is what you immediately see on an online without scrolling down.
- Bounce Rate
In online marketing, bounce rate is something you want to pay close attention to; it refers to and shows you what percent of visitors to your site leave before they click through on anything else within your page. Optimal bounce rates are very low, with most visitors clicking around before leaving your site, and the higher the number, the more quickly these users are exiting your site altogether after the initial click. This excellent metric (measurement) is one that you can keep track of using Google Analytics.
- Conversion Rate
The conversion rate measures the amount of people who came to your site and then completed a certain action, typically clicking through to a page or filling out a form of sorts. Typically, a high bounce rate indicates a low conversion rate, as people are leaving your page too quickly for there to be time for them to click around.
- Direct Traffic
Direct traffic is the best kind of traffic that you can get. Rather than being redirected to your site from another place, direct traffic is measured by the people who actually physically typed in your address. If you were to pull up Google and type in StuartRoss.org for example, and let the site load, that counts as a direct hit and means that people are searching for you directly.
Engagement is when another user performs some sort of action with your ad or site. If a visitor to your homepage immediately leaves your website altogether, no engagement would be earned there. However, if a visitor clicks around and looks at other things, these actions count as engagements.
- Evergreen Content
It’s important to keep your marketed content current if you want to attract a lot of attention for timely posts. However, it’s also good to mix in a steady amount of “evergreen content”, which is content that will still be relevant regardless of when people stumble upon it. This type of content includes things like How-To blogs and industry-specific advice.
Hashtags are a remarkable social media linking and curating tool because they allow you to tie posts together. If you wanted to see everything being tweeted about the 2016 Summer Olympics in Rio, for example, you might search the hashtags #Rio2016 #Olympics2016 or #RioOlympics. They’re formatted as keyword-packed phrases with no spaces in between words, and can be used on almost any social media platform, including Twitter, Facebook, Pinterest, LinkedIn and Instagram.
Impressions are measured every time your ad appears before someone. Think of the ads that pop up on the side when you’re on different websites. The fact that they’re there and you’re seeing them is what is measured as an impression. It’s important to note that the ad must be seen in order to count, so if the ad is placed “below the fold” on the page, the user must scroll down to see the result for it to count as an impression.
- Long-tail Keywords
Say people were searching for me. They might search “Stuart Ross,”, which will give them all of the results for my name. Now say they wanted to find more information about “the Six Figure Mentors”. What they might then do is search “Stuart Ross Six Figure Mentors,” making it a long-tail keyword. These allow for a more well-defined search to give you more specific results.
- Organic Searches
Organic searches occur when a visitor to your site finds you via a search engine by actively typing a keyword into Google or Yahoo or Bing that brings them to you.
- Unique Visitors
If you have loyal fans who check back with your site regularly, they’ll be generating a lot of hits and page views. What if you wanted to know how many of the hits you’re getting are from new people who aren’t regular visitors? That’s where unique visitors comes in. This data shows you, out of all the hits your website has gotten, which users have been on the site before, and which ones are first time visitors.
- Visit / Sessions
Referred to as Sessions by Google Analytics, this metric shows how many people have gotten to your website through other sites. These are tracked by seeing how long each visitor stays on your page.