This post is for the beginners who want to update the Digital Marketing Vocabulary and explore the endless opportunities that digital may bring for their their business. I’m going to write them in several posts with explanations.
Search Engine : A search engine is a platform that is designed to carry out web searches. For example, Google, Bing, Yahoo, etc. Some search engines are popular in some countries but not really used in the other part of the world. For example, in France, Google is on the top with 94% market share. But, if you are planning to traget customers from the US, you should focus on Google and Bing. Because the US customers use both of them. If you are plnning to hit the Chinese Market, you should take into consideration Baidu. So, it’s highly imporant to know which search engine is the most popular among the customers that you are planning to reach.
Keyword : A word or a phrase typed into a search engine, which businesses can target as part of their advertising campaigns.
Search Term or Query : The keyword or phrase a user types into a search engine in order to find what they’re looking for. You can read our article on Long-tail Keywords in order to know more about the different types of Keyword. For example, when people use the search term “the most beautiful cities to visit in Europe”, they might be looking for the informations on different European cities, rankings by tourists, tips on how and when to travel/visit, etc. You may use Google Trends (which is a free online tool) to get more insights on a search term.
Search Engine Results Page (SERP) : A list of results appearing in a search engine in response to a user’s search query. For example, after I searched for “the most beautiful cities to visit in Europe”, I noticed that the SERP had listings of different cities, travel bolgs, review and rating websites, hotels, etc. One of the objectives of Digital Marketing is to optimize the visibility of your brand (product or service) and it’s highly important that your brand/website appears on the 1st page of the SERP. Multiple studies confirm that 85% of the internet users only consult the results from the 1st page (vs. only 10% from the 2nd page).
Ranking : A listing’s position on a search engine results page. For example, when you use the search term “Upnotion Digital Marketing” on Google, our website has the #1 ranking on search engine. Ranking is highly important for your website because it can increase the average time spent (by the visitors on your website) and reduce the bounce rate (Bounce rate is the percentage of users who visit a page and then immediately leave).
Search Engine Optimization (SEO) : The practice of making changes to web pages, content, and the promotion of that content to improve visibility in the organic—or unpaid—search engine results. Investing in SEO will help your website to get a higher ranking in search engine results.
Search Engine Marketing (SEM) or Search Engine Advertising (SEA) : A form of advertising that allows you to bid for your advertisement to show along with search results for keywords that people are typing in. This lets businesses be seen by people at the very moment they’re searching for the things a business offers. The SEO takes time and it’s a long process, but using SEM will help companies to get a lot more website traffic really quickly.