Dec 23, 2018

SEO, PPC, CPC, SERP, UX.. Digital Marketing Language Explained

written by Abby Avery

SEO, PPC, CPC, SERP, UX.. Digital Marketing Language Explained

Today’s world of digital marketing seems to bring with it a whole new language, which continues to evolve and can become overwhelming.

Acronym after acronym is thrown into conversation at meetings and a simple question about how to grow your online business retrieves a long list of unfamiliar words and phrases to add to your to-do list.

The fact is, that this new digital world is here to stay, and it is becoming increasingly important to adapt to the language. Whether you are outsourcing your marketing or tackling it in-house, you want to know what work is being carried out, and how to measure the results.

As opposed to traditional marketing methods, digital marketing is the overall term used to describe any marketing activities that are carried out through digital channels. These channels can be split into two categories; online or offline. One of the many advantages of digital marketing is that it provides marketers with more controls, tools and data to optimise campaigns over traditional methods.


Online Digital Marketing Channels:


Offline Digital Marketing Channels:
  • Digital Billboards
  • Radio Marketing
  • SMS Marketing
  • TV Marketing


Online Marketing:

Here, we will look at some of the key terms that you will hear relating to your website, SEO and paid advertising, although some of these will overlap into other channels. Your website is the fundamental basis for your brand, and once you have a beautifully designed, responsive platform that is easy to use and mobile friendly, you’ll next want to start marketing your website to drive traffic, and ultimately, sales. Aspurian Digital can help with this at every step of the way.


SEO – Search Engine Optimisation:

SEO is the acronym for Search Engine Optimisation, which can easily be translated to ‘optimising your website for search engines’. SEO is what is used to help your website  appear higher on the results page when you search online. This may also be referred to as your ‘rank’. Some essential, organic SEO practises include blog writing, keyword optimisation and backlinks.

SERP is a further acronym, meaning ‘Search Engine Results Page’.


Keywords and Blog Writing:

Keywords relate to the terms that your potential customers will use to search for your business. You need to think about what they would type into Google to find your product or service. Keyword research is really important in determining the most effective terms to use. Blog writing is the perfect opportunity to use these keywords to write about topics that will be relevant and interesting to your target market without ‘keyword dumping’ or cramming as many of them into your website as possible until it sounds spammy. Your website will be penalised for this. Blogging also benefits your website by updating its content regularly, which makes your website more current and favourable.



A backlink is the incoming hyperlink from one webpage to another. In general terms, the more backlinks you have directing to your website, the better it is. Backlinks can greatly improve the ranking of your website if they are from quality sources e.g. high authority (or high ranking) websites, or even more trusted sites, such as government websites as an example.


UX and UI – User Experience and User Interface:

UX refers to user experience design and UI refers to user interface design. Both are crucial elements that need to be balanced perfectly to create a quality website. The below image is the easiest way to demonstrate the common UX vs UI battle. UX is used to map out the useability of the website, ensure that the customer has the best user experience on the website, including easy navigation and well thought-out data capture. UI looks at the overall design of the site, the branding and overall look. Sometimes, compromises need to be made to balance the two.



CTA – Call to Action:

A call to action, or CTA is usually found in the form of a button on your email, ad or website, which aims to direct the customer into taking the action you want them to. For example, you could send an email to your customers highlighting a new product that has just been launched. At the end of that email, you may want to add a button which says ‘Shop Now’ linking to the product on your website. Think of the purpose of your content, then add a CTA to achieve that purpose.


CTR – Click-Through Rate:

The click-through rate is the percentage of people who have clicked on a link and is usually used to measure the success of an email, ad or web page. Data is usually available to show how large the audience was to compare how high the click-through rate actually was. For example, you could see how many people you sent an email to, how many people opened the email, and then how many people clicked a link to visit your website.


Pay-per-Click Advertising:

PPC is the term used when talking about Pay-per-Click advertising, which is one of the most popular methods of Search Engine Marketing (SEM). The advertiser pays every time their link is clicked on. This usually appears in the form of an advertisement (ad) found at the top of a Search Engine Results page (SERP) after a potential consumer has typed in a relevant search term or keyword.


CPC – Cost per Click:

Cost per Click, or CPC, is an important metric to measure, especially when carrying out paid advertising, such as the above. This will help to determine how much you have spent on paid clicks, which can then be used to compare with how many sales were made from those clicks, which will reveal you return on investment (ROI).


Digital Marketing Help

The above is just a small insight into some of the key digital marketing terms that are currently being used. Have you learnt anything new? Or are there any others that you are unsure of? Leave us a comment below.

Keeping up with changing trends can be time-consuming or difficult to comprehend initialy, but just learning the above key terms is the right step towards improving your future marketing campaigns, measuring your results, and comfortably discussing this side of your business with others.

Aspurian Digital is an award winning digital marketing agency who are on-hand to help with all of your digital marketing needs including innovative campaigns, engaging social content, responsive websites and measured results.

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Milton Keynes, MK14 6GD
Tel: +44 (0)1908 698742