SEO and PPC Glossary

Imagine you own a coffee shop and want to see what other coffee shops in your neighborhood are doing to attract customers. Competitive Analysis in SEO is similar: it’s about looking at what your competitors are doing online — like what keywords they’re targeting and what kind of content they’re publishing. This helps you figure out what’s working for them and find ways to do it even better.

Conversion Rate shows how well your website or ad is turning visitors into customers. It’s like if you had a lemonade stand: if 10 people come by and 3 of them buy a drink, your conversion rate is 30%. In digital marketing, this might mean making a purchase, signing up for a newsletter, or filling out a contact form. The higher the conversion rate, the better your ad is working.

Cost Per Click is the amount you pay each time someone clicks on your ad. Imagine you’re paying a small fee every time a person walks into your store because of a special sign you put up outside. In digital ads, CPC helps you know how much each click costs and whether your ad budget is being used wisely.

Customer Journey Mapping is the process of visualizing the steps a person takes from first learning about your product to becoming a customer. It’s like drawing a map of the customer’s experience, from the moment they see your ad to when they make a purchase. This helps you understand what your customers need at each step so you can improve their experience.

A Digital Sales Funnel is a step-by-step process that guides potential customers from learning about your product to making a purchase. It’s like a funnel that starts wide at the top (when people first discover your business) and gets narrower as they get closer to buying. It helps you understand where customers might drop off so you can make improvements.

After we know which words people are searching for (from Keyword Research), Keyword Optimization is like sprinkling those words throughout your website in a smart way. It’s about making sure these words appear in the right places, like in the titles and headings, so search engines can see that your site has what people are looking for. This helps your site show up higher in search results.

Landing Page Optimization is about improving the page where people land after clicking on your ad. It’s like making sure your store’s entrance looks inviting and has clear signs pointing to the best products. By making your landing page easy to navigate and highlighting what the visitor wants, you increase the chances that they’ll take action, like making a purchase or signing up.

Local SEO is about making your website more visible to people searching for services or products in your specific area. Think of it like putting your business on a map that helps local customers find you, especially if they search for something like “pizza near me.” It involves optimizing your website for location-based searches and setting up a profile on Google so you show up when people are nearby.

PPC Management is the process of setting up and running your online ads to get the best results. It’s like having a coach for your ad campaign, helping you choose the right keywords, create eye-catching ads, and decide how much to spend. The goal is to make sure your ads reach the right people and get you the most clicks for your money.

A PPC Strategy is your plan for running Pay-Per-Click (PPC) ads effectively. Effectively is key! It incorporates research, analysis, and insight. It’s like creating a game plan for a sports team, where you decide which keywords to target, what kind of ads to create, and how much budget to use. But you’re able to do so because you’ve studied the other team, the field condition, and any other relevant variable. The goal is to get the most clicks and conversions while spending your money wisely.

Return on Ad Spend (ROAS) is a way to measure how much money you make for every dollar you spend on ads. If you spend $100 on ads and earn $500 in sales, your ROAS is 5:1. It’s like putting $1 into a vending machine and getting $5 back. A higher ROAS means your ads are making a good profit.

Schema markup is like adding labels to items in a store so that they’re easier to find. It’s a special code added to your website that helps search engines understand your content better. For example, if your page has information about a recipe, schema can tell Google the recipe’s ingredients, cooking time, and reviews. This extra information helps search engines display rich results, like star ratings or event details, making your website stand out more in search results and giving users useful information at a glance.

A Site Audit is like a health checkup for your website. Just like a doctor checks your heart, lungs, and overall health, an SEO audit examines different parts of your website to make sure everything is working properly. It looks at things like page speed, broken links, and missing keywords. The goal is to find any problems and fix them so your site can perform better in search results.