Glossary Term: Marketing Terms

Sharing or spreading the word about your brand; often used in the context of social media, paid advertisements, and influencer marketing.

The different vehicles by which you can get attention and acquire traffic, such as organic search and social media.

Also known as CTR, it is the ratio of impressions to clicks on your URLs.

The ratio of visits to conversions. Conversion rate answers how many of my website visitors are filling out my forms, calling, signing up for my newsletter, etc.?

Data that represents how searchers interact with your site from search results.

A “key performance indicator” is a measurable value that indicates how well an activity is achieving a goal.

Earned natural placement in search results like Google, Bing, Baidu, or Yandex. As opposed to paid advertisements.

Also referred to as “page depth,” pages per session describes the average number of pages people view of your website in a single session.

If you use your website to encourage potential customers to contact you via phone call or form, a “lead” is every contact you receive. Not all of those leads will become customers, but “qualified” leads are relevant prospects that have a high likelihood of becoming paying customers.

When traffic is “qualified,” it usually means that the visit is relevant to the intended topic of the page, and therefore the visitor is more likely to find the content useful and convert.