Digital Marketing Resources - Glossary

Search Engine Rank

The position within a search engine results page (SERP) in which a website listing is displayed.


A conversion is a desired action taken by a website visitor, such as clicking on a link, making a purchase, submitting a form, downloading an app, etc.

Cost-Per-Click (CPC)

Cost-Per-Click or CCP is a method of paying for targeted traffic. You can set an specific amount you are willing to pay for every click and sites like Google and Facebook will direct specific traffic to your website.


An impression refers to the point when an ad or listing is viewed by a site visitor. The number of impressions an ad gets is determined by the number of times that particular page is located and loaded.


Keywords are the terms that a website is targeting to rank highly as part of an SEO campaign.

Landing Page

This is the web page that a user “lands on” after clicking on a link. This page is often designed with a specific purpose or call-to-action in mind.

Pay-Per-Click (PPC)

This is an online marketing model that allows your business to display ads to internet users who are searching for similiar services/products your business offers. Google and other major search engines use an automated process to determine relevance and validity of advertisements, so to show your ads in front of the right people it is wise to use experienced digital strategists who understand these factors.

Search Engine Optimization (SEO)

A combination of strategies, techniques, and tactics used to achieve high-ranking positions on search engine result pages. The higher your organic position on a search engine result page, the higher the traffic will be for your website.

Meta Description

This is the 160-character description you read underneath a Google search result. It helps users and search engines understand the purpose of your page and plays a significant role in on-page SEO.

Quality Score

A quality score takes ads, landing pages, and keywords into consideration in order to pinpoint how relevant your business’s ad will be for a user (someone searching the web). A high quality score can help push your business in front of your competitors by increasing your business’s ad position on search engines.

Search Engine Results Pages (SERP)

These are the pages you see every day when you search online with a search engine. A SERP has a list of results relevant to your search, some in paid ad positions and some in organic results. The goal of SEO is to reach a high organic positions on a results page.

Frequently Asked Questions

What’s the difference between organic and paid search engine results?

Organic results appear on search engines for free. Where the results appear on the search results page is based on an algorithm that determines how relevant the results are to the terms being searched. You can increase your organic search ranking through a number of on and off-page SEO efforts.

Paid results are results that a company or advertiser has paid to appear on the search engine results page. Paid results use a keyword bidding method to appear on the page and then pay for each click their ad receives. Paid results appear before organic results on the search engine results page.

What is PPC?

Pay-per-click (PPC) is a form of digital marketing in which advertisers pay a fee each time one of their ads is clicked. It is a way to buy visits to your website, rather than attempting to “earn” them organically.

What are the benefits of PPC?

1. You set your budget & control costs

2. You only pay when an interested pers clicks on your ad

3. You can reach your target consumer at the right time with an ad

4. PPC can show results quickly

5. Results are measurable and provide a wealth of useful data

How can digital marketing help my small business?

Small businesses often overlook all the great benefits of digital marketing because they don’t have the staff or the time to do so. However, digital marketing is extremely important for all businesses, including small and local ones. Digital marketing allows you to reach customers that are actually searching for the services you offer, rather than hoping that a local TV ad reaches potential customers. SEO and PPC efforts often provide much better leads, and at a lesser price. At EMSC, we can take care of all of your digital marketing needs, from building a new website to running your social media accounts, so that you can focus on your business. We are able to provide you with a customizable digital strategy, meaning that the budget that you have for your digital marketing is optimized to the fullest extent. Call today for a free SEO consultation!

How to Get Started

Fortunately, getting started with EMSC is easy! Our team of consultants is ready to help make the transition to a successful marketing strategy seamless. We don’t have the endless bureaucratic challenges of larger firms, or their cookie-cutter offerings. We truly offer marketing solutions that are designed to maximize your budget and optimize your return. Contact us today and we will begin consulting you right off the bat:

  • We will begin by learning about your business–how it started, where it is today, and most importantly: your goals for the future.
  • We will then perform an audit of your business’s current online presence using completely unbiased software.
  • We will put together a proposal detailing the optimal mix of marketing solutions to meet your business’s goals.
  • We will implement a comprehensive digital marketing strategy.
  • We will track our efforts and compile transparent monthly reports to show exactly what value your business is getting.

As a small agency, we can provide our clients with flexible, customized solutions that match their goals exactly. Get the ROI your business deserves by choosing a team of consultants who understand that successful digital marketing requires equal parts analytics, creativity, and passion. Begin your journey toward success by getting a free consultation today!

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