Marketing in the digital space

Marketing in the digital space

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Marketing is about giving consumers what they want not what you think they want. So when you build a website every touch point should be about ease of use. Every page or tab should have a purpose and maximise product/service opportunity.

The purpose of building a site to attract consumers but the site has its own vernacular that small business owners need to embrace. The following terms are an essential part of digital marketing and you need to understand so people can find you.

Landing Page

  • Are the pages of the web site used to optimise the number of visitors who take action after clicking an ad or a call-to-action on a website;
  • landing pages are typically stripped of all navigation to maximise the number of users who “convert” (buy, fill out a form, etc).

Domain name

  • A domain name is a unique name (e.g. used to identify the location of a website on a web server. When you access a website through a web browser like Google Chrome, the domain name is translated to an Internet Protocol (IP) address that represents the server on which the website is hosted. This translation is dynamically performed by a domain name server (DNS).
  • The domain name should resonate with consumers. You may like the name you choose but would a consumer connect it to your product or service and is it easy to remember? Good domains use the service in the name bringing more consumers to you through SEO. Include the profession or trade words ‘Photographer’, ‘Plumber’ etc,

Domain Name Servers (DNS)

  • Domain Name Servers are the Internet’s equivalent of a phone book or directory. They keep an updated list of domain names and translate them back into IP addresses. Domain names are for humans, DNS is for computers (which include all devices that can connect to the internet).

Uniform Resource Locator (URL)

  • An (URL) is the file address of a resource on the Internet. A URL can represent a web page, an image, a video, a style sheet, and much more. A URL typically consists of several components, including but not limited to:

URL - Uniform Resource Locator

  • Every tab, blog or any new piece added to your site has an URL.


A slug is the part of an URL which identifies a particular page on a website in an easy to read form. In other words, it’s the part of the URL that explains the page’s content.

Meta tags

A meta tags is a snippet of text that describes a page’s content; the meta tags don’t appear on the page itself, but only in the page’s source code. Meta tags are essentially little content descriptors that help tell search engines what a web page is about.

Meta Tags

Alternative texts (Alt Tags)

Alt tags are used within an HTML code to describe the appearance and function of an image on a page. If you hover the mouse over the image the alt tag will appear. They are used for:

  • adding alternative text to photos. Visually impaired users using screen readers will be read an alt attribute to better understand an on-page image;
  • alt tags will be displayed in place of an image if an image file cannot be loaded;
  • alt tags provide better image context/descriptions to search engine crawlers, helping them to index an image properly.


In order to get a website online, you need to host (or save) your website files on a Web server connected to the internet. Hosting service providers are a type of business that enables individuals to save and access their website quickly without having to purchase and connect their own web server. Most website builders include hosting within their subscriptions.

Search engine optimisation (SEO)

SEO is the process of improving the rankings of a web page (or website) in a search engine such as Google. Proper SEO allows a website to maximise its visibility in a search engine result page (SERP), resulting in “free” or “organic” traffic.

Marketing is about knowing what your consumers want. In the digital space it is also about placing your massages on platforms that maximise reach. Knowing the basics helps you converse with a web designer to create impact far deeper than just the images.

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