Mikä ihmeen SEO? Digimarkkinoinnin termit ymmärrettäviksi - osa 1 

Digital marketing terms can be difficult to understand for newbies and non-experts. Often the importance of the issue is hidden behind the acronyms. Also, interest in digital marketing can wane at this stage when the SEO, SEM, CPC wall appears and require at least a four-hour crash course in marketing terminology. 

In this series of three blogs, we’ll unpack the basic concepts and acronyms of digital marketing in a way that’s easy for everyone to understand and master. So you know what to expect from your marketing.

1. SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of optimizing a website so that it appears as high as possible in Search Engine Result Page (SERP). 

In practice, SEO consists of three parts: 1. The technical implementation of the site so that search engines understand it as well as possible. 2. Content that satisfies the search engine user’s needs for which he has searched on the search engine for a solution. 3. Site valuation. This consists of backlinks, for example, links that point to your site from elsewhere on the web. 

Well-optimized pages will appear first in search results for desirable keywords, effectively reaching potential customers.

2. Conversion Rate

Conversion rate refers to the percentage of visitors to your page who, after visiting your page, end up taking the desired action, i.e., conversion, such as subscribing to a newsletter, requesting a quote, or even buying a product.

A reasonable conversion rate for online shops, for example, is around 1-2%. For leads, the conversion rate can go up to 10-15%, but to achieve this, the marketing team needs to take the right actions at the right time. 

A reasonable conversion rate is often the result of well-targeted and relevant marketing and makes it easier for the visitors to convert, such as subscribing to a newsletter.

3. CPC or PPC 

CPC (cost-per-click) and PPC (pay-per-click) mean practically the same thing, and the two terms are often used interchangeably. 

In both cases, you pay when a user clicks on your ad and then visits your website. 

Generally, these terms relate to Search Engine Marketing (SEM), but they also apply to other marketing. The lower the CPC/PPC, the more successful you are in planning and optimizing your marketing.

4. Landing Page

A landing page is a page your customer goes to after clicking on your ad. The primary function of the landing page is to match the subject of the ad that leads there. 

Let’s say you’re advertising a specific page of your website on Facebook, but your landing page is the homepage of your website. At this point, you lose potential customers when a visitor clicks away from your page because most of us don’t bother looking for the example page on your site but assume the link will take us straight to it. 

5. ROI (Return Of Investment)

ROI stands for return on investment; in marketing, we use the term return on marketing capital. ROI is a simple formula often used in marketing reports, as it gives a simplified measure of how well your marketing efforts have worked. 

In general, digital marketing provides a high return on investment compared to its cost when carried out correctly. The ROI formula is (net return/investment) x 100 =? %

In the next part of this blog series, we will take a deeper look at Google AdWords, search engine marketing, and related terms.

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