Do you know your CTR from your PPC and how it impacts on SEO? When it comes to digital marketing, one of the biggest hurdles is getting to grips with the jargon
Andy Cullwick, head of marketing at First4Lawyers
These days, digital marketing goes far beyond having a half-decent website and a LinkedIn page. The tools and services now available are invaluable in helping firms better understand their clients and drive new business—and essential in ensuring they keep up with their competitors.
We’ve created a comprehensive glossary of digital marketing terms for our clients, with our top 10 most-used words and phrases below.
Analytics: This refers to the technology used to collect and analyse data on the behaviour of visitors to your website.
Research for our 2020 whitepaper ‘Choosing a lawyer: What drives consumers?’ found that fewer than one in four law firms used data to understand potential clients, but it can be invaluable in helping you to understand what people are looking for and areas where you can improve.
There are a number of different tools and services available, from free-to-use Google Analytics to paid-for options.
Click-through rate (CTR): The number of times people click on an item of interest, such as an advert or blog.