Learn the language of digital marketing

Andy Cullwick, Head of Marketing, First4Lawyers

Andy Kulwick, Head of Marketing at statutory futures Associate First4Lawyers

Do you know your CTR from PPC and how it impacts your SEO?

When it comes to digital marketing, one of the biggest hurdles is understanding the jargon.

These days it goes far beyond having a semi-decent website and a LinkedIn page. The tools and services available today are invaluable for companies to better understand their clients, drive new business, and are essential to keeping up with their competitors.

We have created a comprehensive glossary of digital marketing terms for our clients. Here are the top 10 most used words and phrases.


This refers to technologies used to collect and analyze data about the behavior of visitors to our website.

2020 White Paper “Choosing Lawyers: What Drives Consumers?” Survey Finds Less Than a Quarter of Law Firms Use Data to Understand Potential Clients but it helps us understand what people want and where we can improve.

There are many tools and services available, from free Google Analytics to paid options.

Click through rate (CTR)

The number of times you clicked on an item of interest, such as an ad or blog.

It’s important to note that CTR for display ads can be low (easily below 0.5%) due to the large number of people viewing them. CTR should also not be displayed in isolation, but alongside other information such as audience size, spend and final conversion rate.


Usually new business inquiries received via a form submitted by a website, but this can refer to any action you want your visitors to take. You might even describe this as a goal.

Conversion rate (CVR) is the number of times the above goal is achieved. For example, if 100 people visit her website and 10 people contact her via contact form, live chat or phone, her CVR will be 10%.


This indicates the number of times the ad is displayed while it is running. Impression share is in contrast to how often your ad appears if you run it all the time. However, not appearing high in search results can result in lower impression share.


A word or phrase that people type into a search engine when looking for a product or service. Companies target keyword searches as part of their advertising campaigns.

These can be long tails such as “no win no fee” which is especially prevalent in the legal field, and short tails such as “lawyer”.

Keyword bidding is how your ad appears at the top of the page when someone searches for that word or phrase. Advertisers can indicate the maximum cost-per-click (CPC) they are willing to pay for each keyword or group of keywords.

Where an ad appears is calculated by the search engine based on its maximum and ad quality. This is addressed by looking at various criteria, including the CTR primary.

landing page

This is usually the first page people see on your website, not necessarily the home page.

For example, if you are a law firm that promotes transfer work, you can direct them to the transfer page on your website. You can even go one step further and create a specific landing page with a less informative but more robust message about why you should choose the company, such as a special offer or a call to action to get a quote.

Natural / Organic Listing

The latter appear just below paid advertisements on search engine results pages (SERPs), and these days come in a variety of forms, such as knowledge boxes, and you don’t even have to leave the SERP to find the answer to your question. . .

It takes a lot of effort and investment, but the higher your website ranks in the natural listings of search engines, the more website traffic you will get.

Pay Per Click (PPC)

It’s a widely recognized term for advertising in paid search browsers such as Google and Bing, where companies pay each time a user clicks on an ad.

Your cost-per-click (CPC) is the amount you pay for each click on your ad. A high number of clicks and a low CPC means your ad is popular with your customers. However, a high CPC does not necessarily mean that your money is wasted.

Monitoring CPC along with other metrics can also help highlight the best times to push activity.

Search engine optimization (SEO)

The practice of modifying web pages, content, and promotion of that content to improve its visibility in organic (or free) search engine results.

Link building, where other people post links from their websites to yours, is also an important part of SEO, showing that what you have to say is worth reading and providing a natural/organic Boost your ranking.

spider (or crawler)

A program designed to systematically browse the Internet and gather information to help searchers find what they are looking for (Google uses it to rank sites when users search for keywords) It always crawls the website as part of the process of doing so).

You can set blocks on pages such as old or duplicate content to keep them from being searched, but don’t block the entire website.

Read the full text of digital marketing jargon here. Have you missed it? Leave us a message in the comments or send an email to [email protected].

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