Conversion is what successful Internet marketing is all about. Conversion takes place when someone visiting your website, blog, or one of your social media touch points (i.e. Facebook, Instagram, Pinterest) does what you want them to do – whatever that may be. It might be making a purchase at your website or clicking to your website from a Facebook post. It might be signing up for your email newsletter or making an inquiry through your website’s inquiry form.

CMS (Content Management System)

Websites or blogs can be created using a content management system, software that makes them easier to initially design and then manage going-forward. The most popular CMS is WordPress, which currently is used at more than 25% of all websites on the Internet. There are many different CMS platforms.

Analytics (or Google Analytics)

Analytics is the practice of compiling, reporting, and analyzing data. Google Analytics is a free website traffic tracking and reporting tool, from the folks at Google, that will help you analyze and manage your website traffic, as well as other online (marketing) activity. Installing Google Analytics at your website or blog is considered a best practice by almost all Internet marketing professionals.

Search Engine Optimization (SEO)

Search engine optimization, commonly referred to as SEO, is the process of optimizing your online assets to achieve the maximum “organic” (unpaid) top rankings at search engines – for your targeted keywords/phrases.

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Search Engine Results Page (SERP)

A search engine results page, also referred to as a SERP, is the page that comes up in a web browser after a keyword/phrase search is submitted at a search engine. Different search engines have different SERP layouts, but they generally include (a) paid listings at the top, followed by (b) maps and reviews (organic), and then “organically ranked” website page titles and descriptions.

Organic Search Engine Rankings

Generally speaking, pages show up in search engines on a search engine results page (SERP) either “organically” or as a paid or “sponsored” listing. Organically ranked pages are a result of using search engine optimization (SEO) best practices, such as keyword/phrase targeting, meta-tags, inbound link building, good website design, and optimization for other algorithm ranking variables that are unique to each search engine.

Paid Search Engine Rankings

Make no mistake, search engines are all about generating revenue and the web pages that show up at the top of a search engine results page (SERP) are almost always paid for and labeled as “Sponsored.” These paid advertisements, in most cases based on a pay-per-click model (PPC), are placed on a SERP based on very sophisticated ad buying/serving technology. Properly and effectively buying online advertising at a search engine is not for the faint hearted or uneducated. Many have quickly spent thousands of PPC advertising dollars with little, if anything, to show for it. Google’s paid advertising program is called Adwords.

Ranking Algorithm

Each search engine has its own ranking formula, or “ranking algorithm,” that determines what web pages show up, and in what order, on a search engine results page. There are hundreds of variables in ranking algorithms and the details are very closely guarded secrets. Understanding the different ranking algorithms at each of the search engines is an important part of a successful organic search engine optimization effort.

Hit (vs. Unique Visitor)

A “hit” is a technical term that measures each file or image that is downloaded to a visitor’s web browser from your website’s hosting server. A single page at a web site, viewed once by one person, could easily generate 30 or more “hits.” The term “hits” is very misleading as it does not accurately reflect real people, nor is it an accurate measure of web site traffic. In other words, 30 “hits” does not mean 30 people!

Unique Visitor (vs. Hit)

Any one real person coming to your website, any number of times in a given time period, is considered a unique visitor. If someone comes to your web site 10 times in the course of one week they only count as one unique visitor for that given timeframe. Unique visitors is a good measure of website traffic. It should not be confused with the term “hit.”







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