Many smaller businesses, as well as growing businesses that are just getting into the digital marketing world, have trouble getting a handle on all of the terminology. This is especially the case when they are first meeting with marketing professionals already versed in the subject. The following are some of the most common terms and definitions you will want to keep in your repertoire. They are relevant to all businesses, which makes communicating specifically about marketing much easier in many cases.

Click Through Rate, or CTR

The CTR refers to the number of people who clicked on a link. The link could be on a website, a web store, a social networking site, or an email for example. The higher the number the better, as it means people found the information enticing enough to hit the link to learn more.

Content Marketing

This type of marketing utilizes some type of content as the marketing hook. It could be blog posts, video, photos, or podcasts, for example. Content is extremely important in digital marketing, and it is vital that companies have fresh and unique content on their pages. It helps with their rankings in the search engines.


This should be familiar to most people, as it means the same thing in the digital world as it did in the pre-digital world. It refers to a visitor who takes an action on your site or store and goes from becoming a visitor to an actual customer. Your site “converted” the buyer.


A keyword is a word, or sometimes a phrase, that your typical customer might use to search for products or services that you sell. Keywords are important when creating content, as the search engines will guide potential customers to sites that are most relevant to their search. This is also why it is so important to know your customer. You need to know what they are searching for after all.

Organic Traffic

Organic traffic refers to the visitors who come to your website through the use of a search engine, such as Yahoo. This is important for digital marketers, as the amount of traffic they are getting can give them an idea of whether they need to change their onsite content strategy.

Paid Traffic

As the name suggests, this is traffic paid for by bidding on keywords and creating advertisements. When someone clicks on an ad of yours or of an affiliate to visit your landing page, they consider this paid traffic.

Social Media Marketing

This refers to the work you do on social media sites such as Twitter and Facebook for marketing purposes. When marketing in this manner, it is important that companies do not oversell. It’s about being social rather than always trying to sell.

These are some of the most important and relevant terms in the field of digital marketing today. Understanding these and how they relate to your business is essential for success.

Kind regards

Anna Ingram

Social Manager

Chris Bruno
Chris Bruno

Chris, founder and CEO of Social INK, has devised and consulted on more digital marketing and social media marketing campaigns than you can shake a stick at. He’s also got a bit of a thing for online advertising and social media advertising.