Life moves quickly these days, which is probably why people are finding good reason to remove as many syllables from the English language as possible. But what do all the abbreviations mean? We are here to help you decode some of the most common buzzwords that float around abundantly in the world of online marketing.
SEO – Search engine optimisation
This is probably the most commonly used online marketing acronym. SEO is the process of improving a website’s performance across the major search engines. There are countless efforts a company can make to improve their listings but it can be a tricky area. Get it right (sometimes referred to as ‘white hat SEO’) and you will see an improvement but get it wrong (‘black hat’) and you could end up getting in trouble with the search engines. And you don’t want that!
CTR – Click through rate
Certain adverts displayed on Google are referred to as ‘pay per click’ ads (or PPC – there is another one). The CTR is the number of users who click on the advert through to the landing page. CTR is extremely handy for measuring the success of a marketing campaign and can offer tremendous insight into what works and what doesn’t.
PPC – Pay per click
No, this does not have anything to do with your credit card bill. Pay per click advertisements are online advertisements for which you pay whenever someone clicks on them and goes to your website. It is used by many marketing agencies.
PPI – Pay per impression
This is closely related to PPC, but instead of paying per click, you will have to pay for whenever your advertisement is viewed. This can for instance be useful when you want to increase brand awareness.
ROI – Return on investment
The term ROI refers to how much return a company gets from the investment they have made in any kind of marketing material. This could include having a website built, revamping the company catalogue or having a professional advert designed.
BTF – Below the fold
“We don’t want to appear BTF!”. Quite! Wait… what? BTF refers to anything that appears below the bottom of a web page once it loads on the screen. Important information should ideally appear above this line so it does not get missed.
RSS – Really simple syndication
A really simple acronym, you see the term ‘RSS feed’ spread across the internet freely. It refers to the distribution of news headlines around the web using a markup language called XML.
[author ]Maddie Kortenaar works for an agency doing SEO in Edinburgh. She hopes this article will make it easier for people to understand some of the termininology that digital marketeers use.[/author]