If you or your company are new to the Internet and have decided to take the first step in establishing an online presence, you are likely to come across terms and concepts that are not familiar to you.  The purpose of this article is to introduce you to the basics of digital marketing.  What follows are terms and definitions that you will encounter.

Web Analytics

There are data tools such as Google Analytics that allow you to process, to understand and to evaluate the behavior of visitors within a website.  With web analytics tools you can also determine the origin of each visit and reactions to different elements found on the site.

Organic Search

Another one of the basics of digital marketing is organic search.  When a visitor arrives at a website from a search engine by clicking on a result, except for clicks on paid ads, it is considered an organic search.

In Google, Bing, Yahoo and other search engines, “organic” is the word given to the positioning of a site in a search engine as a result of its relevance to certain searches, without intervening sponsorships or paid advertising.  This organic positioning of results in search engines is influenced by SEO (explained below).

Paid Search

Unlike in organic searches, when a user arrives at a site by click on an ad (Pay Per Click or PPC), this event is considered a paid search.


With respect to the basics of digital marketing, a conversion is when a visitor to a website responds to a call-to-action.  This could include purchasing a product, downloading an eBook, or registering to receive a newsletter. In other words, a conversion is when a user takes an action that is prompted and desired by you.


A cookie is a piece of information stored in the user’s web browser.  These are used to record user activity on a website and track, for example, the number of times that a user has visited.


Also known as a conversion funnel or a marketing funnel, this element of the basics of digital marketing is the set of steps that a user takes from the moment that they are a visitor for the first time on a website until the time that they become a customer of the company.  This is also sometimes referred to as the customer’s journey.


A link is any text or image element with reference to another document, page, or site.  When it is clicked upon it will lead the user to the linked element.  With respect to the basics of digital marketing, and especially related to SEO, links are an element capable of providing benefits related to positioning in search engine results.

Call to Action

A call to action is a line of text, button, or image that attracts the attention of the visitor, prospect, or customer that offers to perform a certain action.  Although this may appear to be a new concept, we commonly encounter calls to action such as “Enter Now” and “Register Here.”

Landing Page

A landing page is the designated space at which a user arrives, or “lands,” after clicking on an offer, an ad, or a proposal from a company.

This space is dedicated to stimulating the visitor by supporting him and providing him with all the necessary elements to be guided to the conversion offer.  Among these are the purchase of a product, the acquisition of service, or any other proposal that may be included on a website.  Landing pages have a direct impact on a business’s conversion rate on the Internet.


Keywords are phrases for which you want to appear as a result of searching on Google or another engine.  These describe the topic of your content and by matching words that a user uses to search for something, they can find a particular webpage or a website.

A pizzeria, for example, could optimize its site to position itself prominently on Google by using keywords such as “home pizzas” and “traditional Italian pizza.” Optimizing the website for these keywords would be achieved by using them in the site’s URL, meta tags, and within web content, titles, and image tags.

Long-Tail Keywords

In the basics of digital marketing, these are more specific keyword phrases used by potential customers on Google to search for products or services, and for which a business can be positioned.  Long-tail key attract users that are looking for something specific.  Such individuals are more likely to become a conversion.

Pay Per Click (PPC)

PPC is the name for any type of internet advertisement where the advertiser only pays for the ad upon which users click.  The biggest advantage here is that advertisers do not waste money on ineffective advertising that can’t attract potential customers to a website.

Common Pay Per Click ads include those found in Google search results that have been created using Google AdWords and ads on social media such as those that appear on LinkedIn.

ROI (Return on Investment)

To measure ROI in relationship to the basics of digital marketing, it is necessary to determine the balance between the objectives proposed for a campaign and the analytics and the results that are achieved.  These can be measured by using Google Analytics and social tools such as Social Mention, Hootsuite, and others.

SEO (Search Engine Optimization)

Search engine optimization (SEO) is a set of techniques that are used to make a website gain more visibility in organic search results at the time a user searches for a business, products, or services through Google, Bing, or another search engine.

Through these optimization techniques, the content of a website increases its relevance and the search engine places it among its results above others.  This results in more user traffic to a website.


This is a very common variable with which to evaluate digital marketing strategies.  It is especially visible when using Google Analytics.  Sessions is another word for “visits.”  This means that every session that a website receives is simply a visit from a user.

It should be noted, however, that if a single user browses 3 or 4 pages of a website, this is counted as one session.

Conversion Rate

In the basics of digital marketing, conversion rate is the statistic that measures the effectiveness of each conversion type that is found on a website.

Conversion rate is calculated by dividing the number of users that converted on a certain page (by filling out a registration form or completing any other desired action) by the total number of visitors that came to the same.

Bounce Rate

This is the percentage of visitors that come to one of the pages of a website and leave without interactive with any other element of the site.  In other words, as it relates to the basics of digital marketing, bounce rate specifies the number of visits to a single page of a website.  This variable can be measured by Google Analytics and other tools that record website statistics.

Web Traffic

The term web traffic pertains to the total number of visits that a site receives.  This is another easy way to track different variables using Google Analytics and other statistic recording tools.  When analyzing web traffic, it is possible to determine what sources users are coming from and what their flow through a website’s pages looks like.

Direct Web Traffic (Direct Traffic)

Direct traffic to a website is the number of visits that come from users that directly enter the site name (i.e. URL) in their browsers.

Let us know if you have any questions about any of this. We would be happy to speak with you about your digital marketing needs. Just contact us using the Contact Us page.