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A guide to web marketing terms for financial advisers

With so many acronyms in everyday life, it’s hard to keep track of them all, especially when it comes to web marketing. Digital marketing acronyms dominate forums, social networks and blogs across the Internet, so it’s important for financial advisers to have a grasp on the basics of these words. In this blog, we have compiled a list of some of the most popular web marketing terminology to help keep you up to date.

A/B split test
This term is used when you test two different variables and compare the results. For example, if you want to see which blog posts perform better, conduct an A/B split test. This is important when you want to see which content is working best.

AdWords
AdWords is Google’s online advertising service that places advertising copy at the top or bottom of (or beside) the list of results Google displays for a particular search query.

Analytics
Analytics refer to the measurements that gauge the success of a website. Google Analytics is a free tool that generates detailed information and statistics about a website’s traffic and its sources.

Backlinks
These are incoming links to your website that come from another site. The significance of backlinks is that it influences search engine optimisation (SEO) purposes.

Bounce rate
The percentage of visitors to a particular website who navigate away from the site after viewing only one page of content. For example, if ten visitors arrive on your website and six leave without navigating to another page, the bounce rate is 60%.

Call-to-action (CTA)
A call-to-action is a text link, button, image or some other type of web link that encourages a website visitor to take an action on that website, such as visiting a landing page to download a piece of content. These little buttons direct your audience towards taking the next logical step.

Click-through rate (CTR)
A click-through rate is essentially the number of times your ad shows up divided by the number of times it gets clicked. This is a great resource for measuring the effectiveness of your pay-per-click (PPC) campaigns. For example, if your ad showed up 500 times and got clicked on 10 times, then your CTR is 0.02%.

Conversion rate
Conversions turn simple web visitors into interested prospects. A conversion rate is the proportion of web visitors to a site who take action (from a call-to-action) to go beyond a casual content view or website visit.

Impressions
This is the number of web visitors who viewed a web advertisement online.

Keywords
These are the individual words that consumers use to define a search in a search engine like Google.

Keyword density
Keyword density is the number of times a keyword or key phrase shows up on your website.

Landing page
This is the section of a website that’s accessed by clicking a hyperlink on another web page. Often, people use landing pages as the destination for PPC advertisements.

Long-tail keywords
Long-tail keywords are targeted search phrases in a search engine that contain at least three words, for example, ‘How to market your financial advisory business’.

Organic search results
Organic search results are determined by the amount of natural traffic coming to your website, as opposed to PPC web traffic. One huge goal of SEO is to increase the amount of organic (free) traffic that a website receives.

Pay-per-click (PPC)
Unlike organic results, PPC links are paid advertisements that appear at the top of search engine results. PPC advertisements are used to generate traffic.

Search engine optimisation (SEO)
Optimising a website for search engines makes it easy for the search engines to scan and evaluate the content on the site. As a result, optimised websites receive an increase in traffic. Important factors are fresh content, relevant keywords and inbound links.

Traffic sources
Website visitors find your website in several different ways (search engines, via social media or by typing in the URL directly). Traffic sources is a term that refers to the channel in which visitors find your website, which is an important analytical measurement.

Paul Bearman, Senior Editor, Goldmine Media

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