Lead generation, content marketing, search engine optimization, CPC, ROI. The world of digital marketing is certainly full of formulas and terminologies, subjected to constant change. To better orient yourself we offer below a small glossary with the most common terminology in the sector and its definition.

Backlink: hyperlink pointing to a specific external web page. Backlinks are important as they can add SEO value to the page they point to.

Content marketing: form of marketing that involves the creation of editorial content in order to acquire customers or visitors on the website.

Conversion: action you want your website’s visitors or those who view an ad to undertake.

CPA: Cost-Per-Action or Cost-Per-Acquisition is a way of buying and paying for online advertising based on conversions. The advertiser pays for each conversion (for example, the purchase of a specific product or the subscription to the newsletter).

CPC: Cost-Per-Click is a way of buying and paying for online advertising. The advertiser pays for every click the ad receives.

CPC Max: Maximum Cost-Per-Click, i.e. the highest amount you are willing to pay for a click on your advert.

Digital advertising: advertising conveyed through digital marketing channels.

Digital marketing: the activities carried out through the use of digital technologies on the internet. Often, these activities are integrated with other offline marketing activities to create a coordinated and unique communication.

Display advertising: form of digital advertising that involves the use of banners to be placed in spaces made available by publishers or website owners.

Lead generation: marketing action aimed at generating a list of potential customers interested in the products and services offered by the company. Generally, lead generation campaigns involve the use of a Lead Magnet, or a resource made available free of charge that can generate interest in the chosen target.

Native advertising: form of contextual digital advertising which entails the integration of an advert which content and style perfectly match the ones of the website that hosts it.

Organic results: also called natural results, i.e. the results that appear in the SERPs of search engines that are not paid advertising.

Ranking: score assigned by search engines to a website. The higher the ranking, the more likely a site is to appear among the first results of search queries.

ROI: Return On Investment, i.e. the index that calculates the return on an investment made. When it refers to digital marketing, it can indicate the return obtained from online advertising campaigns.

Search Engine Advertising (SEA) or keyword advertising: form of digital advertising linked to search engines, which allows you to make your own ad appear in the SERPs linked to certain keywords or in affiliated websites where the content is consistent with the selected keywords.

Search query: word or phrase that the user enters on a search engine to find what they are looking for.

SEM: Search Engine Marketing, it is a branch of digital marketing which includes all the activities carried out to obtain greater visibility in search engines. A complete SEM strategy involves the implementation of both paid advertising and the optimization of the site according to SEO techniques.

SEO: Search Engine Optimization, it indicates the set of strategies and activities aimed at increasing the visibility of your website and its ranking in SERPs within the organic results.

SERP: Search Engine Results Page, that is, the result pages shown by search engines whenever a user makes a search query.