Technology Marketing by Tatum MarketingJust another WordPress weblog

Search engine optimization (SEO) – the process of developing a website or web page to rank higher in search engine queries. This includes developing both on-page factors such as keyword usage and off-page factors such as back links. 

Conversion optimization – Fine tuning a marketing program and its various tactics to increase the percentage of visitors, prospects or customer who take a desired action and ultimately make a purchase.

Relevance – How closely content is aligned with the viewer’s interests. Relevance is considered to be a key factor in engaging and maintaining an on-going relationship with prospects and customers.

Ranking – The order in which a web page or advertisement is listed on a search engine results page. In organic search, ranking is the result of oft-changing algorithms that seek to find the pages that contain content most relevant to the keywords used for the search. Major search engines use different algorithms making it likely that a web page will have a different ranking on different search engines. Most search engines rank pay per click ads based solely on the amount the advertiser is willing to pay for the click. Google uses page relevance as well as bid amount to determine ranking.

Paid search marketing – An online advertising tactic where the advertising pays to have its products or services included on search marketing engines and content sites. 

Cost-per-click (CPC) – In pay-per-click advertising, this is the amount an advertiser pays every time a user clicks on the ad.

Click-through rate (CTR) – a way of evaluating how well an online advertisement is working. Click-through-rate equals the number of clicks divided by the number of impressions. (Each time the ad is shown counts as one impression). 

Keywords – a word or a phrase that is used to locate related or useful web pages.

SERP – Search Engine Results Page. This is what searchers see when they type a keyword phrase into a search engine.

SEM is a category of marketing that uses search engines, such as Google, Yahoo and MSN, to drive potential customers to your website. The term “search engine marketing” includes both paid advertising (pay-per-click advertising (PPC) or cost-per-thousand) and search engine optimization (SEO).