Do you know your CTR from PPC and how it impacts your SEO? When it comes to digital marketing, one of the biggest hurdles is understanding the jargon.

Andy Kalwick, Head of Marketing First 4 Lawyers

These days, digital marketing goes far beyond having a decent website and LinkedIn page. The tools and services available today are extremely helpful in helping companies understand their clients better, drive new business, and are essential to keeping up with their competitors.

We have created a comprehensive glossary of digital marketing terms for our clients. Here are the top 10 most used words and phrases.

analysis: This refers to technologies used to collect and analyze data about the behavior of visitors to our website.

2020 White Paper Research “Choosing a Lawyer: What Drives Consumers?” We found that less than a quarter of law firms are using data to understand their potential clients, but they are less likely to understand what people want and areas where they can improve. may be useful for

There are many tools and services available, from free Google Analytics to paid options.

Click through rate (CTR): The number of times you clicked on an item of interest, such as an ad or blog.

It’s important to note that while CTR for display ads can appear low at less than 0.5% because many people see them, more targeted activity is often much higher. CTR should also not be displayed alone, but alongside other information such as audience size, spend and final conversion rate.

conversion: Usually new business inquiries received via a form submitted by a website, but this can refer to any action you want your visitors to take. You might even describe this as a goal.

Conversion rate (CVR) is the number of times the above goals are met. For example, if 100 people visit her website and 10 people contact her via contact form, live chat or phone, her CVR will be 10%.

impression: This indicates the number of times the ad is displayed while it is running. Impression share is in contrast to how often your ad appears if you run it all the time. However, not appearing high in search results can result in lower impression share.

keyword: A word or phrase that people type into a search engine when looking for a product or service. Companies target keyword searches as part of their advertising campaigns.

These can be long-tailed, such as “no win, no fee”, which is especially prevalent in the legal field, and short-tailed, such as “lawyer”.

Keyword bidding is how your ad appears at the top of the page when someone searches for that word or phrase. Advertisers can indicate the maximum cost-per-click (CPC) they are willing to pay for each keyword or group of keywords.

Where an ad appears is calculated by the search engine based on its maximum and ad quality. This is addressed by looking at various criteria, including the CTR primary.

Landing page: This is usually the first page people see on your website, not necessarily the home page.

For example, if you are a law firm that promotes transfer work, you can direct them to the transfer page on your website. You can even go one step further and create a specific landing page with a less informative but more robust message about why you should choose the company, such as a special offer or a call to action to get a quote.

Natural/Organic List: The latter appear just below paid advertisements on search engine result pages (SERPs), and these days come in a variety of forms, such as knowledge boxes, and you don’t even have to leave the SERP to find the answer to your question. . .

It takes a lot of effort and investment, but the higher your website ranks in search engine natural lists, the more website traffic you will get.

Pay Per Click (PPC): It’s a widely recognized term for advertising in paid search browsers such as Google and Bing, where companies pay each time a user clicks on an ad.

CPC is the amount you pay per click on your ad. A high number of clicks and a low CPC means your ad is popular with your customers. However, a higher CPC does not necessarily mean that your money is wasted.

Monitoring CPC along with other metrics can also help highlight the best times to push activity.

Search engine optimization (SEO): The practice of modifying web pages, content, and promotion of that content to improve its visibility in organic (or free) search engine results.

Link building, where other people post links from their website to yours, is also an important part of SEO, showing that what you have to say is worth reading and providing a natural/organic Boost your ranking.

Spider (or crawler): A program designed to systematically browse the Internet and collect information to help searchers find what they are looking for (Google uses it to rank sites when users search for keywords). It always crawls the website as part of the process of doing so).

You can block pages such as old or duplicate content from being searched, but don’t block entire websites. Otherwise, it will be removed from our organic rankings.

Read all digital marketing jargon here. Did you miss it? e-mail Marketing@first4lawyers.com.

image: Kamba and First4Lawyers