Acronyms
There are many different acronyms and terms used in the digital marketing industry, that you may or may not have come across. I've highlighted the mains ones below and given a brief description as to what they mean.
PPC (Pay-Per-Click)
This is the model used for where an advertiser pays a fee to a publisher when an ad is clicked. Essentially its a way of buying visits to a website rather than getting those visits organically. Some agencies and freelancers help with organic visits through the practice of SEO.
SEO (Search Engine Optimisation)
This is the process of increasing the quantity and quality of website traffic by improving the visibility of a website or web page on search engines.
SEA (Search Engine Advertising)
SEA is the counter part acronym to search engine optimisation (SEO). It's just another term for paid search in that it is the process of bidding for paid ads to appear on search engines.
SEM (Search Engine Marketing)
Search engine marketing is the umbrella term for the two techniques (SEO and SEA) that are used to drive more traffic towards a particular website. These techniques can be done separately or in combination.
SMM (Social Media Marketing)
SMM is the counter part acronym to SEA (search engine advertising), and is the use of social media platforms and websites to promote a product or service.
SERP (Search Engine Results Page)
A SERP is the web page that is displayed by a search engines in response to a query by a user.
Paid Search
To put it simply, it's using the power of search engines like Google & Bing, to drive users to a website. The paid search network can be split into Search, Shopping and Display/YouTube. Each network has thier own benefits and unique selling points.
Paid Social
Paid social media is a method of using the social platforms like Facebook, Instagram or LinkedIn to sponsor content or promote products. Each platforms performance depends on a number of factors such as the type of business, the quality of the content and the type of product/service being offered.
Keyword research
Keyword research is that practice that professionals use to find, analyse and gather data on the search terms that people enter into search engines. Typically this is done in order to help a business gather insights into how and what people search for within their respective industries. This data can then be used is many different ways, such as helping with content, SEO or a paid search strategy.
GDS (Google Data Studio)
This is a powerful reporting tool that is commonly used to create an interactive dashboard to display data for a website.