Digital Marketing Terms Decoded - June Edition

By: Mira Rawady

In this edition of Digital Marketing Terms Decoded, we will focus on the Google Analytics terms and metrics that are important for your digital marketing knowledge. The glossary of Google Analytics terms continues to expand but we're here to introduce you to the basic ones you need to know to start building your marketing strategy. You may have heard of these terms before, but their purpose and definition might not be completely clear to you just yet. Don't sweat it, here are 5 new digital marketing terms decoded.

A monthly series of explanations to lingo and fads in the digital marketing space.

Paid Traffic

Paid traffic is a way of sending visitors to your website using search engine marketing and refers to paid search results that are advertised based on keywords. Common features of this marketing strategy are PPC (pay per click) and CPM (pay per thousand impressions). Paid ads are generally placed separately from the organic search results, whether it's on the top, side or bottom of the search results page and marked clearly but simply as an ad. Some of the most popular paid traffic advertising systems are Google Ads (Google Adwords), Facebook Ads, Ad Space, and Ad Network.

Related article: How Can Google AdWords Benefit Your Dental Practice?

Keyword Stuffing

Keyword stuffing refers to the tactic of loading a webpage with keywords in an attempt to manipulate a site's ranking in Google search results. Often these keywords appear out of context and filling web pages with them can harm your site's SEO ranking. Google dislikes black hat tactics like SEO keyword stuffing because those methods focus on beating the search engine algorithm rather than achieving a good user experience.

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How do people find your site? Incoming traffic on a website could be produced as a result of clicking on a URL on some other site, known as the referrer or referring site, which redirects users to a target website or webpage. A referrer is any traffic-driving online source including but not limited to: social media, online ads, email marketing campaigns, and affiliate links.

Unique Visitors

Unique visitor, also known as a unique user, is a term used in web analytics to refer to an individual who visits a site at least once during the reporting period. Even if the same visitor accesses the site more than once, the unique visitor count would still be one. For example, a statistic of 10 page loads could be a result of two unique visitors loading a page 5 times each, or one unique visitor loading a page 10 times, and so on. Page views and Unique Visitors are related but not interchangeable.

Bounce Rate

Bounce rate is yet another important Google Analytics metric that quantifies when a website user opens a web page and then "bounces off". When a user leaves without viewing any other pages on the website and "bounces", it means that they didn't click on any links or explore the site further - a simple enter and exit. Here's Google's technical definition for bounce rate: the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page). Bounce rate is one of the most effective tools for measuring traffic.

So there you go, 5 more digital marketing terms to use for your digital marketing strategy. These terms are all related to Google Analytics, and its reports that can be generated to evaluate your website. Start thinking about the stats that assess your relationship with your users and with Google. For more information on digital marketing, contact UpOnline and follow our blog to keep up with all the marketing trends and terms you need.

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