Internet Marketing Terms Business Owners Should Know

As a business owner you have probably considered either hiring someone or an agency to handle your digital marketing/ internet marketing.  Internet marketing can be very confusing and as a business owner it is important to know the terms of the industry so you’re not lost when marketers are providing reporting, strategy, and setting goals.  After reviewing these terms you’ll have a better understanding of what they are saying.

22 Digital Marketing terms that you should know; broken down into different sections.  

Search Engine Optimization

1 – Search Engine Optimization – this is the practice (strategy) of getting web content ranking high when search queries related to the content are searched. Getting your website to appear in the search results organically.

2 – Organic Traffic – the website traffic that a website receives from search engines (Google, Yahoo, Bing, Aol, etc…)

3 – Meta Tags – These are tags that are in the coding of your website and seen by the search engines to provide them with information about the webpage.  Important Meta Tags – Meta Title, Meta Description – these appear as in the search results.

4 – Keywords – The words (or phrases) that a potential customer would search online in order to find your products or services.

5 – Backlinks – A link from one website to your website.

6 – Google Analytics – This is website tracking software that is used to track visitors on your website.  You get information like – geo location of visitor, time spent on site, how they got to your site and a TON of other very useful information.

Paid Search Advertising

7 – Paid Traffic – This is when you’re paying to run ads to drive traffic to your website.  Different types of paid traffic are:

    1. Search
    2. Display
    3. Retargeting

8 – PPC (Pay-Per-Click) – you pay every time that your ad is clicked on

9 – CPM (Cost-Per-Thousand) – you pay for every 1000 impressions

10 – Split Testing – When you run different variations of an ad to see which one performs the best.

11 – Landing Pages – The page on your website where the web traffic is being driven to

12 – Google Adwords – Google paid advertising platform where you can pay to have your ads shown at the top of search results to drive business. (Bing/Yahoo also has a similar platform)

13 – Ad Extensions – These are additional relevant information in Google Text Ads – these include Location Extension, Call Extension, Sitelink Extension, App Extension, Review Extension, and Callout Extension.

14 – Retargeting – After a user leaves your website they begin to get served up your ads on other websites with the goal to drive them back to your website to convert.

15 – Conversion – A conversion can be a few different things when a contact form is filled out, a phone call is generated, or a sale is completed. Goal is achieved.


16 – Content Management System (CMS) – This is a backend system for a website that makes it easy to manage the website and the content on it.  Examples of CMS: WordPress, Joomla, Drupal, Magento, Presta Shop

17 – Plugins – These are software add-ons to the CMS that add certain features and/or functionality.

18 – Contact Form – A form on your website where a potential custom could submit their information to get more information or have a representative to call them back.

Social Media

19 – Social Media Properties – These include (and always adding more) Facebook, Twitter, Google , Instagram, Pinterest, LinkedIn, SnapChat, Vine, Periscope, Musicly the list goes on and on and on.

20 – Facebook Boosted Post – This is paying to get what is posted on the page to be seen by more people that can be selected via targeting.

21 – Social Media Advertising – An advertising platform on a Social Media network. Some platforms you can pay for advertising on: Facebook, Twitter, Linkedin, Pinterest, Instagram.

22 – Reach – The number of people that saw the ad.


  1. Buyer Persona – This is your ideal client/ customer. What do they like? Where do they shop? How old are they? Are they mostly females or males? When you know who your customers are it will be easier to market to them.  You tailor your messages to your buyer.

About Jose Victor Castellanos

Jose has a passion for helping businesses understand and utilize internet marketing strategies to grow their businesses. Providing marketing consulting for over 5 years.