Learning the language of digital marketing

Andy Cullwick, head of marketing at First4Lawyers

By Andy Cullwick, head of marketing at Legal Futures Associate First4Lawyers

Do you recognize your CTR out of your PPC and the way it impacts web optimization?

When it involves digital marketing, one of the greatest hurdles is attending to grips with the jargon.

These days it goes far past having a half-decent web site and a LinkedIn web page. The instruments and providers now accessible are invaluable in serving to companies higher perceive their purchasers and drive new enterprise – and important in making certain they sustain with their opponents.

We’ve created a complete glossary of digital marketing phrases for our purchasers, with our high 10 most-used phrases and phrases under.


This refers to the expertise used to gather and analyse information on the behaviour of guests to your web site.

Research for our 2020 whitepaper ‘Choosing a lawyer: What drives consumers?’ discovered that fewer than one in 4 legislation companies used information to grasp potential purchasers, however it may be invaluable in serving to you to grasp what individuals are in search of and areas the place you may enhance.

There are a quantity of totally different instruments and providers accessible, from free-to-use Google Analytics to paid-for choices.


Click-through fee (CTR)

The quantity of instances individuals click on on an merchandise of curiosity, resembling an advert or weblog.

It is vital to notice that the CTR for show promoting can seem low – simply lower than 0.5% – as a result of of the quantity of individuals seeing it, whereas extra focused exercise is commonly a lot greater. The CTR must also not be seen in isolation however alongside different data resembling the viewers measurement, spend and finish conversion fee.



Typically, a brand new enterprise enquiry obtained by way of a kind submitted by way of your web site, though this could check with any motion you need guests to carry out.  You may additionally hear this described as a aim.

Conversion fee (CVR) is the quantity of instances the above aim is realised – for instance, if 100 individuals go to your web site and 10 then contact you by way of your enquiry kind, dwell chat or cellphone then the CVR could be 10%.



This signifies the quantity of instances an advert is displayed throughout the instances it’s run, versus your impression share which is how usually it may seem in case you ran all of it the time. Your impression share may fall, nevertheless, in case you aren’t excessive sufficient up the search outcomes.



A phrase or phrase typed right into a search engine when individuals are in search of a services or products. Companies goal key phrase searches as half of promoting campaigns.

These may be lengthy tail – resembling ‘no win no price’ which is especially dominant in the authorized sector, and quick tail resembling ‘lawyer.’

Keyword bidding is the way you get your commercial to look at the high of the web page when somebody searches for that phrase or phrase. For every key phrase or group of key phrases, advertisers can point out the most Cost Per Click (CPC) they’re prepared to pay.

Where your commercial seems is calculated by search engines like google and yahoo primarily based on that most and likewise the advert high quality, which is labored out by varied standards together with the foremost one of CTR.


Landing Page

This is the first web page on an internet site that an individual often sees and never at all times essentially the house web page.

If you’re a legislation agency selling your conveyancing work, for instance, chances are you’ll direct them straight to the conveyancing pages of your web site. You could even wish to go one step additional and construct a particular touchdown web page with much less data however tighter messaging about why to decide on your agency, together with any particular gives and a name to motion to get a quote.


Natural / Organic Listings

The latter seem slightly below the paid adverts on a search engine outcomes web page (SERP) and today are available a range of codecs resembling data packing containers, the place individuals don’t even have to maneuver off the SERP to seek out the reply to their query.

It takes rather a lot of work and funding, however the greater your web site ranks in a search engine’s pure listings, the extra web site visitors you’ll get.


Pay Per Click (PPC)

This is the broadly recognised time period for promoting on paid search browsers resembling Google and Bing, the place firms pay every time an individual clicks on their commercial.

Cost Per Click (CPC) is the quantity paid per click on on an advert, with a excessive quantity of clicks – and low CPC – that means the advert is well-liked with prospects.  A excessive CPC doesn’t at all times imply it’s a waste of cash, nevertheless, so long as that value isn’t greater than the revenue generated.

Monitoring CPC alongside different metrics can even provide help to spotlight the finest instances to push exercise.


Search Engine Optimisation (web optimization)

The observe of making modifications to net pages, content material, and the promotion of that content material to enhance visibility in the natural – or unpaid – search engine outcomes.

Link-building, the place others submit hyperlinks from their web site to yours, can also be a necessary half of web optimization, exhibiting that what it’s a must to say is value studying and boosting your pure / natural rankings.


Spider (or Crawler)

A programme designed to systematically browse the web and accumulate data to assist searchers discover what they’re in search of (Google always crawls web sites as half of the course of it makes use of to rank your web site when individuals seek for key phrases).

You can put blocks on pages – outdated or duplicate content material, for instance – to cease them being searched, however don’t block your complete web site or you will see your self excluded from natural rankings.


Read our full digital marketing jargon buster here. Have we missed any? Leave us a message in the feedback or e-mail [email protected]



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