Web Marketing Vocabulary for Newbs​

If you're just beginning to become acquainted with web marketing, you'll be coming across a lot of jargon. Web marketing vocabulary is constantly evolving and sometimes the same words and acronyms have different meanings in different organizations. Getting to know the following basic terms will help you communicate with your marketing team, whether its internal or external.


PPC is a means of advertising using search engines, web pages and other media. It stands for
"pay per click" because each time an ad is clicked, the advertiser is billed an amount that is usually determined by an auction system. If nobody clicks the ad, the advertiser doesn't have to pay. PPC is usually quite effective because it uses search queries and website content to determine when ads are displayed. With PPC, there are many features that give the advertiser a large degree of control over costs, ROI, segmentation, etc.

Lead Generation

Lead generation, or "lead gen," is a general term that refers to the process of engaging consumers and gathering their information. When enough information is received from one consumer, he is declared a qualified lead.

The value of leads vary greatly. Leads who have submitted enough information to allow a businesses to perform a credit check on them, for example, are valuable because they wouldn't have done so if they were not interested in the product or service. Leads that only submit an email address are probably much less valuable. Lead gen is a common aspect of web marketing. Although, the term can be used to refer to offline activities as well.

Social Media

Social media refers to any technology that facilitates the sharing of knowledge and information between people online. When marketers use this term, they're usually referring to Facebook, Twitter, Instagram, Snapchat and similar services. Social media is so important because it hosts an ocean of data about its users. All of that data makes it easier to target the right consumers.

For example, let's assume you only want to show ads to people who are interested in Madonna and are between 18 and 24 years old. It's possible to target with such precision using Facebook because Facebook monitors every user's comments, likes, hashtags, etc. and also stores information they enter into their profiles. Linkedin is an example of a social media platform that is tremendously useful for targeting people with certain job titles and those who work in certain industries.

Content Management System (CMS)

Content management systems are used to create, modify and publish content. Content is anything you see online, from articles to photos to video games. Businesses commonly use their CMS to create blog articles, edit web pages and rearrange their website's menus. CMSs make the process easier and more intuitive. Examples of CMS systems are WordPress, Squarespace, Blogger and Drupal.


A conversion is a completion of a desired action by a visitor to your site. Any action that is beneficial to you in some way can be called a conversion and tracked with a platform such as Google Analytics. Most businesses who sell products on their websites track purchases as conversions. Purchases are an example of a type of conversion that directly affects profit.


Organic refers to anything that was not paid for. For example, when a consumer clicks on a linkthat is not part of a paid ad and ends up on website, he becomes an organic visitor. If he happens to purchase something while he's there, that's an organic sale. Visitors (or "traffic") to your website that clicked an ad to get there are called "paid" traffic. Obviously, organic traffic is great. The problem is that it's getting harder to generate.


SEO is an acronym that stands for "search engine optimization." SEO's goal is to improve a website's standing with search engines such as Google, Bing and Yahoo. These search engines take numerous factors into account when they determine when to display links to a website's pages. These factors range from the time the website has been registered to the number of followers the organization has on Facebook, to technical factors like meta tags. SEO is a complex and labor-intensive initiative but it can pay off in the long run.

At isoTree, we specialize in target lead generation. We use our own OptimalAd technology to maximize conversions and limit costs. Click here to get in touch with us.

David Kalla