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Terms all CEO's need to know about Digital Marketing 

In today's fast-paced business landscape, CEOs must adapt to the ever-changing world of digital marketing to drive business growth and stay ahead of the competition. Digital marketing has revolutionised the way businesses connect with their target audience, making it an essential tool in a CEO's toolkit. 

However, the dynamic nature of digital marketing, coupled with its vast array of jargon and evolving strategies, can be overwhelming. To equip CEOs with the knowledge they need, this article provides a comprehensive guide to essential terms and concepts in digital marketing. 

SEO Phrases: 

  • Search engine optimisation (SEO) is the process of improving the ranking of a website in search engine results pages (SERPs). 

  • Search engine marketing (SEM) is a broader term that encompasses all of the activities that are used to promote a website in search engines, including SEO and pay-per-click (PPC) advertising. 

  • Pay-per-click (PPC) advertising is a type of online advertising where sellers pay each time someone clicks on their ad. 

  • Search engine results page (SERP) is the page that displays the results of a search query in a search engine.

  • Organic search is the process of finding a website through unpaid search results.

  • Local SEO is the process of optimising a website for local search results.

  • Technical SEO is the process of optimising a website for search engines from a technical standpoint.

  • On-page SEO is the process of optimising the content and code of a website for search engines.

  • Off-page SEO is the process of improving the ranking of a website in search engines by building links to it from other websites.

  • Keyword research is the process of identifying the keywords that people are using to search for information on the internet.

  • Content marketing is the process of creating and distributing valuable content to attract and retain a target audience.

  • Link building is the process of acquiring links from other websites to your website.

  • Social media marketing is the process of using social media platforms to promote a website or business.

  • The buyer's journey refers to the process potential customers go through, from problem awareness to purchase decision, and understanding it helps businesses tailor their marketing and sales efforts effectively. 


  • CPC: Cost per click 

  • CTR: Click-through rate 

  • CPL: Cost per Lead 

  • DA: Domain authority

  • DR: Domain rating

  • KD: Keyword difficulty

  • NAP: Name, address, and phone number

  • SERP: Search engine results page

  • URL: Uniform resource locator

  • UX: User experience

  • UI: User interface

  • CMS: Content Management System

  • CRM: Customer Relationship Management

  • CRO: Conversion Rate Optimisation

  • CTA: Call-to-Action

  • A/B Testing: Split Testing or Two-Group Testing 


  • Algorithm: A set of rules that a computer program follows to solve a problem. 

  • Backlink: A link from one website to another.

  • Bounce rate: The percentage of visitors who leave a website after viewing only one page.

  • Conversion rate: The percentage of visitors who take a desired action, such as making a purchase or signing up for a newsletter.

  • Conversion: The desired action taken by a user on a website or digital platform, such as making a purchase, filling out a form, or subscribing to a newsletter.

  • Crawler: A computer program that automatically visits websites and indexes their content.

  • Domain name: The address of a website on the internet.

  • Engagement: The level of interaction between a visitor and a website.

  • Keyword: A word or phrase that people use to search for information on the internet.

  • Page speed: The time it takes for a website to load.

  • Rank: The position of a website in the search engine results pages (SERPs).

  • Search engine: A website that allows users to search for information on the internet.

  • Traffic: The number of visitors to a website.

  • Trust score: A measure of how trustworthy a website is.

  • User interface (UI): The way that a website looks and feels.

  • User experience (UX): The way that a website is used.

  • Persona: A fictional representation of a target customer based on market research and data, used to understand and tailor marketing efforts to specific audience segments.

  • Retargeting: Displaying targeted advertisements to users who have previously visited a website or shown interest in a product or service.

  • Call-to-Action (CTA): A prompt or instruction that encourages users to take a specific action, such as "Buy Now," "Sign Up," or "Learn More." 

Being a CEO in this ever-changing digital era presents challenges in keeping up with the vast array of digital marketing terms to ensure you fully comprehend and maximise your digital marketing efforts. We hope this comprehensive guide has equipped you with a solid understanding of these terms, empowering you to make informed decisions and leverage digital marketing effectively to drive your business forward. 

Stay ahead of the digital marketing curve and drive your business to new heights with SpiderDigital. Our team of experts are here to provide you with the advice and support you need to navigate the ever-changing digital landscape. Contact us today and let us help unlock the full potential of your business.


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