Years after years I have been asked simple but obvious questions by travel professionals who receive mostly online marketing proposals from vendors.
In this article I’ll try to explain some key metrics we use in Online Marketing to help you understand our world. Let’s begin:
- Unique visitors
Unique visitor means a single ip or better said a single person. Some of the exceptions are – Same person visiting from different computers - same person viewing the same content after obtaining a new ip etc. But unique visitor is far more used to determine how many real persons are seeing “your ad” “your website” “your page” etc.
- Impressions
Impression means how many times an ad, a website or a page is being displayed. Impressions used in especially banner marketing to measure how many times that banner has been displayed regardless who sees it.
- Conversion
Well this is self explanatory but let me briefly explain it. Conversion means any action you have desired to be taken by your visitors. It can be a sale, a form to be filled with name and email address etc.
- Search Engine Optimisation or Search Engine Optimization – SEO
Search Engine Optimisation means doing special activities to improve your Search Engine Position for selected keywords. Mainly Search Engine Optimization has two working principles:
- On site
On site search engine optimisation means working at your web site. Changing your site structure, working on your titles, meta tags, silo or thematic structure etc. we will get deep into this. - Off site
Off site search engine optimisation means working on getting external links to your site. Trying to get “preferably” one way links pointing to your content etc. but we will get into this later too.
- Search Engine Marketing or SEM
Search Engine Marketing is basically publishing your ads on one Search Engine or different Search Engines. Well of course SEO – SEM requires very deep knowledge to do it right, which I’ll explain in my other posts as well.
Is that all? not really 
We even didn’t scratch the surface yet.
What would you like to see here? Please leave your comments below.