Internet Marketing Glossary: A List Of Digital Terms You Need To Know – 2020 Ready (Part 10: SEM and SEO)

This Internet Marketing Glossary is a comprehensive digital marketing jargon glossary.



Google’s online advertising program is known as Google Adwords. With the aid of AdWords, online ads can be created to reach out to people who are interested in the services or products you offer.

Google AdWords is a useful product that assists in promoting your business, creating awareness of the products and services you offer and consequently increasing the traffic on your website.

As AdWords accounts are managed online, it is easy for you to change your ad campaign at any time.

Simply decide the locations where you want your ads to appear, set a budget and then observe the impact of your ad. It is important to note that there is no minimum spending commitment and your budget is controlled by you alone.

Some major factors which are used to determine the order of ads are:

  • The amount advertisers are willing to pay Google for every user who clicks their ad, how relevant the ad is to the search and the click-through rate of the ad.
  • In recent times, Google has begun to consider the load time of the landing page.
  • The overall quality score of an ad impacts its position on the Google network, and also affects the calculation of a keyword’s minimum bid.
  • Businesses within a particular region can narrow down their targets to a specific radius of prospective customers.


Bing is a Microsoft-built search engine, which is the improved version of Live Search, Windows Live Search, and MSN Search. It is currently the second largest in the US, placing it second to only Google.

Bing has an extensive range of features, which are as follows:

  • Advanced filters which provide users enhanced search results
  • Image and Video search
  • Instant answer (sports, finance, flight tracking, dictionary, calculations, etc.)
  • Translation and conversion of units

Pay Per Click (PPC)

PPC, an acronym for Pay Per Click, is an online marketing strategy that allows a business owner to advertise their business on the internet. Internet advertising such as this increases their visibility and web traffic.

However, unlike other marketing models available that allow you to increase your online presence organically, PPC requires you to pay for ads each time a potential customer clicks on it.
Ad spots are obtained in an auction, where advertisers bid against each other for spots which can either be search engine keywords or websites. And whoever bids the most gets the chance to appear in most search results, or on most websites as the case may be.

Search engine advertising has become quite popular over the past few years. Its form of PPC allows the advertisers with the highest bid on a particular search keyword to appear in the search result when someone searches that keyword. It is a great way to showcase your business directly to customers who are interested in the services you render.

Notwithstanding, any form of earned advertising increases visibility. But it also requires proper goals, setup, and management. A poor set up will only cost you a lot of money, and no positive result in the end.

Cost Per Thousand (CPM)

Cost Per Thousand is a marketing metric advertiser use to calculate the cost of reaching 1000 people using a particular outlet. It is a common costing model for the various advertising media including the print media, television and also the internet.

Cost Per Thousand otherwise abbreviated as CPM (where M represents the Roman symbol for 1000), is used by marketers to analyze the efficiency of their campaign since it only considers the impression it makes on potential customers. Using this metric enables media planners are able to budget accurately for their business.

Unlike other models (such as Pay-Per-Click) that require advertisers to pay for an agreed activity on their website, CPM considers just the views their advert gets and the impression it makes on potential customers.

The charge for a CPM marketing gets calculated by multiplying the agreed cost per 1000 by the number of impressions. Say the agreed cost is $100, a million impression would then be $100,000, which I got by dividing the number of impressions (1 million) by the standard unit (1000), and finally multiplying the quotient (1000) by the agreed cost ($100).

Cost Per Impression (CPI)

Cost Per Impression (CPI) is one of the online marketing strategies that advertisers utilize to boost the visibility of their business.

However, there is a huge difference between this model and others available to business owners, and this varies in its costing metric. Other advertising models require an advertiser to pay a certain price for every performance on their website that has been agreed upon. For some this payment could be for every click, or even for every registration. But in the case of CPI, advertisers are charged for every view. This simply means that for everyone who views such ad regardless of any other activity, a price is paid.

CPI uses the Cost Per 1000 metric where by a fixed rate is set for every 1000 impression an ad gets. This gets calculated by multiplying the agreed cost per 1000 by the number of impressions. Say the agreed cost is $20, a million impression would then be $20,000, which is gotten by dividing the number of impressions (1 million) by the standard unit (1000), and finally multiplying the quotient (1000) by the agreed cost ($20).

CPI advertising is similar to the traditional television and print media advertising, since these too consider views alone.

Cost Per Click (CPC)

Cost Per Click, or widely known as CPC, is the price an advertiser pays for a Pay-Per-Click advert. After bidding for ad spots and finally earning a spot on the search result of a search engine, you are required to pay for every click on your website.

For example, you own a sports shoe company and wish to make your business more visible online. You can do that in different ways, but for “earned” options you may choose pay-per-click search engine advertising on Google. In this case, you will have to bid for keywords on Google AdWords.

For a shoe company, related keywords could be “running shoes” or “running shoe,” so that when people search these keywords, your company appears at the top of the search results.

Now, a click on your ad that appears on people’s search result would mean that your business was checked out, or even that a transaction took place. For getting the attention you were looking for, you have to pay the agreed cost per click.

Therefore, every advertiser must plan ahead of time the kind of attention they want, and the price to pay for such attention to benefit immensely from this marketing model.

Search Engine Optimisation (SEO)

Search Engine Optimization (SEO) is an organic way to make a website visible, as opposed to paid marketing.

Many people hoping to increase their customer base have gone digital with their business by listing on web directories, and building their own website.

Agreed, this makes the first step towards going digital, but it does not end there. The problem is that there are many other businesses on the world wide web. As all are vying for an online presence, thus comes the struggles for visibility and web traffic.

SEO helps improve a website’s traffic by ensuring it appears at the top of search results of search engines when related keywords get used.

When people search for things on search engines, results that are considered most relevant to the user are gathered by the search engine’s crawlers and get displayed in order of relevance. Therefore, SEO helps make a website relevant enough to be displayed without having to pay.

Search Engine Optimization for a website can therefore get achieved by putting up web contents with the necessary keywords that truly represent the services you offer so that when people search those keywords, your website will also be displayed.

Other ways are by increasing backlinks to your site and also making your website search engine friendly.

Search Engine

Search engines are used in searching documents for particular words and publish a list of results that relate to the searched keywords

A search engine can be categorized as a program, but a search engine is most times used in reference to internet giants like Google, Bing, and Yahoo! that allows users to look for documents on the World Wide Web.

All search engine uses a patented computation to form its indices in such a way that only useful results are published after queries. As several websites owners depend on search engines to send traffic to their website, this has created a massive industry as the number of people using the search engine to look for information has grown exponentially over the past few years. To gain the advantage, web site owners need to ensure they have good content to increase their search engine ranking.

Popular reasoning defines a search engine as an arranged set of programs such as: A spider (also known as a ”crawler” or a “bot”) that wanders around every page or representative pages on all Web site that wishes to be searchable and reads it, with the use of hypertext links that is located on every page to find and read the sites of other pages. It is basically a program that receiving your search queries, analyses it with the inputs in the index, and brings back relevant results.

Meta Description

A meta description tag is a bit of HTML code in a web page header that states the content that is on the site. The meta description is always placed next to the title tag and ahead of the meta keywords.

When improving the Web page for search engines (SEO), it is seen as a proper method to make use of meta description tag. Before Google and some other search engines changed the amount of importance they put on meta description tags, those keywords could enhance grading on a search engine results page (SERP).

In 2009, Google announced that both meta description and meta keywords would not appear in Google’s ranking algorithms for Web search; but, the meta description may be included on the search engine results page if Google is unable to find a bit on the page that has the keyword the user is looking for.

Meta description are features of HTML that provide accurate briefings of Web pages. Meta descriptions can be of any length. However, search engines often reduce bits to more than 160 characters. It is advisable to allow meta descriptions to be lengthy enough so that they can be adequately descriptive, but below the 160-character limit.

Title Tag

A title tag is an HTML element that defines the text in the browser’s top line, which briefly describes the topic of an online document. A title tag can be found in three key places:

  • Internet browsers – title tags in the top bar of the browsers
  • Search Engine Result Pages (SERPs) – title tags in the results along with a meta description tag
  • Social networks

Title tags are vital for SEO (Search Engine Optimization) and UX (User Experience). Here are some ways you could maximize its potential:

  1. Title Length – You have to be aware of how some characters take up more space (e.g. ‘W’ takes up more space than ‘i’ or ‘l’). Therefore, an ALL-CAPS title is not recommended. We also recommend that you try to keep the title as short as possible to avoid adding an ellipsis (…) to the title tag, without losing its context and precision.
  2. Don’t overplay SEO keywords – Having a title that is just full of keywords (e.g. Best Burgers, Cheap Burgers, Burgers for Sale) will be bad for your business as search engines can penalize you for being too “spammy.”
  3. Make every page title unique – Unique titles mean valuable content and driver better CTRs (click-through rates)


An H1 tag, header tag (<h1>), or ‘Heading 1’, is normally the main heading of a page, or other emphasized text on it. This tag is normally the largest text on the site.

All websites have a hidden “hierarchy” that search engines read to get the correct data and connect it accordingly. When you make an H1, you are basically telling the search engine that it is the most important part of that specific page. Headings can go up to H6 and H1 is the top priority for search engines.

An example would be:

<H1>10 dies in Paris fatal car crash</H1>

This means that whenever people search for “Paris car crash” on that same day, then this would be one of the top results in a search engine. Of course, there are other factors to consider to get a higher rank, but having an H1 makes it easier for the site to find you.


On-page optimization refers to the practice of enhancing web pages so that they can rank higher and get more relevant traffic in search engines.

It refers to both content and HTML (Hypertext Markup Language) source code of a page that can get optimized, rather than off-page SEO (Search Engine Optimization) which refers to links. On-page SEO includes technical setup (quality of code), textual/visual content, and user-friendliness of a site.

On-page factors (affecting search engine rankings) include:

  • Awesome page content – must supply a demand and be linkable
  • Technical excellence – your code quality should be high
  • Flawless UX – navigation should be easy and not cluttered

On-page SEO is important because it contains all the SEO elements you can control test.


Off-page SEO (Search Engine Optimization) refers to methods than are used to enhance or optimize a website’s ranking in the SERP, or search engine results page. Off-page SEO is more than just link building, you can also do Social Media marketing and Social bookmarking.

Off-page SEO gives a good indication on how users and websites perceive a particular site. Simply put, a high-quality and useful website is more likely to have references from other sites. It is also more likely to be mentioned on Social Media (Facebook likes, Pins, tweets, +1, etc.) and be bookmarked and shared to likeminded communities.

Here are some of the benefits of an off-page SEO:

  • Rankings increase – Your website will rank higher in SERPs which means more traffic to it
  • PageRank increase – Google’s ranking system for a site
  • More exposure – Higher rankings lead to greater exposure because it gets more links, visits, and social media mentions.

Guest Post

Guest posting or guest blogging, is a term used when brands, or just a single writer write and publish an article on someone else’s site or blog.

Guest posting helps build brand “awareness” with a different audience (different site’s target) and drive more fresh traffic to your site.

However, Google penalizes guest posting whenever its main reason is to just re-route or link to the guest’s site away from the author’s own site.

Here are 3 reasons why guest posting is important to build online influence:

  • It builds relationships – You will be able to promote your brand and build the original author’s site as well, which can develop into a good working relationship and wider influence in social media.
  • It is great for search engines – Just as long as you just don’t use guest spot to link bank to your site, having a guest posting will raise your blog’s value to social engines, making your contents easier to find.
  • It introduces you to new people – Guest posting allows you to come and be a part of an establish community, all while sharing your message (and your brand’s). That means if you have great content, their visitors will be your visitors as well.

Blog Commenting

Blog commenting is a method where visitors, readers, or authors leave a comment to an article or blog post and reply to other comments.

With regards to SEO (Search Engine Optimization), blog commenting is not just a good channel to exchange information, it also increases backlinks and add more traffic to your site. WordPress, Blogger, TypePad, and other CMS (content management system) platforms all have this blog commenting feature.

An effective blog commenting plan will make your backlink graphs remain constant or increase with time.

To have a good blog commenting strategy, you should keep in mind the following:

  1. Do it on the right blog – You don’t want to waste your time on low-ranking blogs. You should invest your strategy on blogs that are active, have “authority”, contains good Page Rank, Keyboard Luv and Comment Luv enabled, and does follow or follow back.
  2. Do it on useful web services – use a site like DropMyLink and enhance it with SEO Quake


A backlink is a link put on another website that redirects or points back to your website or a page.

They can be in form of inbound links, incoming links, inward, or inlinks links. In other words, the links on your website that are pointing to another website are referred to as outlinks, outbound links, outgoing links, or outward links. Webopedia refers to it as a hyperlink that is coming from another website to your website.

Backlinks are vital to websites because of the value search engines places on them. Websites that have more backlinks tend to rank higher in page rank. Google, Yahoo, Bing, etc., see a website with good backlinks as an authoritative website.

Backlinks are part of Search Engine Optimization (SEO) techniques that website owners employ to boost their websites.

Search engines used to rely solely on keywords to rank a website, but with the emergence of keyword stuffing by website owners, search engines especially Google changed its focus from keyword density to backlinks to determine if a website should rank higher or not.

In searching for a website to backlink with, it is important to note that backlinking with a website that writes or sells in the same niche as yours is preferred.

Domain Authority

Domain Authority (DA) is what is used to judge how well a website ranks on search engines. It is usually done by combining many link metrics of a website. The higher the rank of a website, the better its domain authority.

Older and authoritative websites tend to rank higher than new websites. A website is ranked between 1-100. A website that ranks 70 will have a better domain authority than a new website that ranks 1. Basically, domain authority is based on three issues – size, age, and popularity of a website.

How is a website’s domain authority calculated?

A website’s domain authority is calculated using Moz’ metric which is data gotten from Mozscape web index. Some of the things that are used to do the calculations include – MozTrust and MozRank scores among others. It makes use of a machine learning model with the help of algorithm in correlation with other websites to be able to predict a website’s domain authority.

Although domain authority is part of Search Engine Optimization technique that website owners employ to rank higher on Google, it can be quite challenging to influence a website’s domain authority directly. The best way to influence a website’s domain authority is to link to other websites with good ranks.

Page Authority

A Page Authority refers to the score that is developed by Moz in an effort to predict the success of a page rank on search engines result pages (SERP). Just like domain authority, page authority also ranks from 1 to 100 with websites with higher scores ranking higher on search engines.

Page authority shares a lot of similarity with domain authority. In trying to differentiate one from the other, we can say that a single page is used in predicting a website page authority. Domain authority, on the other hand, measures the strength of the whole website domains or subdomains. However, the same metrics are used to calculate page authority and domain authority.

Checking a website’s page authority is a great way of learning the page’s success rate. It is simply checking the probability that such page would rank on search engines.

How to make a page achieve higher authority:

The days when search engines were tricked into making a page gain high authority are far gone. The only assured way to positively influence how a page ranks on search engines is to keep updating such page with interesting, new, relevant, fun and easy-to-read content frequently. That is one sure way to make a page gain more authority.


A website’s ranking in Search Engine Optimization (SEO) refers to the position a website holds in Search Engine Result Page (SERP).

Websites with good ranks usually appear on the first page of SERP. It is, however, not an easy task to rank on the first page of a search engine such as Google. There are many aspects that come into play to determine whether a website will rank on SERP or not.

Although every search engine has its own criteria for determining how a website will rank on its pages, the major factors that help a website’s ranking are basically how relevant the website contents are as well as how many quality backlinks it has.

The easiest way to check a website’s ranking is by making use of Alexa’s statistics. Websites that have more content and are frequently updated with a good traffic rank higher on SERP.

A website’s rank plays an important role in digital marketing strategy and SEO of that particular website. Obviously, a website that ranks as number 1 on Google’s search engine means that such websites do their homework on SEO techniques. Needless to say, the websites that have little content with small traffic may not rank on Alexa and more so on Google’s first page.

First Page

When a discussion is raised on how to rank on search engines first page, almost every website owner that knows its importance will develop interest.

The reason is not far fetched from the fact that ranking on search engines first page is what most people need to succeed in the online business. This explains why companies spend thousands of dollars in the battle for the first page.

Ranking on first page means that a website has all the visibility it needs to be online and to attract as many website visitors as possible. Studies have shown that many people find it hard to move to the second page of a search engine result with many settling for the websites displayed on the first page.

Now, the quest to figure out how to make it, for instance, to Google’s first page can be a confusing and daunting task. Although a lot of people try to study how Google’s algorithms and tools work, many have not been successful in that quest.

Some of the things that help to rank on a search engine’s first page are – good content, proper headlines with the right keywords, niche/domain name, proper images, quality backlinks in your niche, etc.


Keywords can be defined as Search Engine Optimization (SEO) phrases and words that users type in when searching on search engines.

It is technically referred to as search queries. Keywords are what search engines use to find your website as long as it is related to the search query (keyword) a visitor used for the search.

Keywords tell search engines what your website is all about and the visitors that should be sent to your website. Businesses construct their content using relevant keywords so that they stand a better chance of ranking on search engines first page

Why keywords are important:

Keywords are the backbone of every website. Keywords tell your visitors what your website is all about. They also play an important role when creating emails and offers.

Types of keywords:

  • They are two major types of keywords namely – long-tail keywords and broad keywords.
  • Long-tail keywords as the name implies have longer phrases or words and are usually specific to an industry or a company. These types of keywords have lower competition.
  • Broad keywords are surprisingly not broad but short phrases or words that are not limited to your company or industry but to every other industry. Broad keywords have lots of competition.


A longtail in SEO (Search Engine Optimization) is a specific, niche search phrase, normally around more than 2 words in length, that provides a low competition, low search volume, and high searcher intent.

They are longer and more specific keywords that users are most likely to type into the search bar when they are at the point of purchase.

To give you an idea, consider this example:

Let’s say you specialize in making bags. Chances are, you won’t find yourself in the top organic searches for “bags” because everyone sells them (this gets magnified if your brand isn’t established yet aka startup, or you’re a small company).

But let’s say you have high-tech bags. Then keyword phrases like “high-tech leather bags with GPRS tracker,” “high-tech bullet-proof bags with auto-destruct,” etc. are going to attract the people who are specifically looking for those things.

With shorter keywords, the ranking competitions are brutal, which means visits are spread relatively, and ROI can be low.

With longtail keywords, there’s less traffic, but ROI will be relatively higher. You’re attracting the kind of audience you’re looking for, and they are closer to the point of purchase than they were when they typed the short keywords.

Believe it or not, longtail makes up for 70% of all search engines. The longtail SEO is where the real action is, and that is where you should be as well.


Originally posted 2019-03-14 22:08:13.

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