Glossary
Digital Marketing Explained, for Sharp Decisions, Not Lingering Doubts.
All the terms you encounter on our site and in the digital marketing world, explained in plain English without jargon.
Digital Marketing
SEO
Techniques to make your website appear in Google results without paying for advertising.
Example: When someone searches for "hairdresser Luxembourg", SEO helps your salon appear at the top of results.
PPC/SEA
Paid advertisements that appear at the top of Google results (marked "Ad").
Example: You pay for your advert to display when someone searches for your services.
ROI
What you earn compared to what you invest. If you spend 100 and earn 300, your ROI is positive.
Example: A campaign with good ROI brings in more than it costs.
KPI
Indicators that measure whether your marketing actions are working.
Example: Number of visitors, number of quote requests, revenue generated.
Conversion rate
Percentage of visitors who complete the desired action (purchase, quote request, sign-up).
Example: If 100 people visit your site and 5 contact you, your conversion rate is 5%.
Lead
A person potentially interested in your services who has left their contact details.
Example: Someone who fills in your contact form is a lead.
CTA (Call-to-Action)
Button or text that invites the visitor to take a specific action.
Example: "Request a Free Quote", "Book now", "Contact us".
Website
Responsive
A site that automatically adapts to all screens: mobile, tablet and desktop.
Example: Your site displays with the same quality on an iPhone as on a desktop computer.
CMS
Tool that allows you to modify your site yourself, without technical knowledge.
Example: WordPress is a popular CMS. You can change your text and images easily.
Hosting
The service that keeps your site online 24/7. It's the equivalent of rent for your site.
Example: Without hosting, your site isn't accessible on the internet.
Domain name
Your site's address on the internet (example: your-company.lu).
Example: It's what people type in their browser to find you.
SSL / HTTPS
Security certificate that protects your visitors' data. Recognisable by the padlock in the address bar.
Example: Essential to reassure your visitors and improve your Google ranking.
Landing page
Web page designed for a specific action: sign-up, purchase, quote request.
Example: A page dedicated to a special offer with a booking form.
Email Marketing
Open rate
Percentage of people who open your email.
Example: A good open rate is between 20% and 30%.
Deliverability
Ability of your emails to arrive in the inbox (not in spam).
Example: Poor technical configuration can send your emails straight to spam.
Automation
Emails sent automatically according to rules you define.
Example: An automatic welcome email when someone signs up to your newsletter.
Segmentation
Dividing your contact list into groups to send tailored messages.
Example: Sending a different offer to new customers and loyal customers.
Email Technical
SPF
Protocol that allows mail servers to verify that the email comes from an authorised sender.
Example: Without properly configured SPF, your emails risk being considered suspicious.
DKIM
Digital signature added to your emails that proves they haven't been modified in transit.
Example: DKIM is like a wax seal on a letter: it guarantees the message's authenticity.
DMARC
Rule that tells mail servers how to handle emails that fail SPF and DKIM checks.
Example: DMARC can instruct to reject, quarantine or accept suspicious emails.
Social Media
Engagement
Interactions on your posts: likes, comments, shares.
Example: A post with high engagement is seen by more people.
Reach
Number of unique people who have seen your post.
Example: A reach of 1000 means 1000 different people have seen your post.
Impression
Total number of times your content has been displayed (the same person can see it multiple times).
Example: 1000 impressions doesn't mean 1000 different people.
Targeting
Choosing precisely who to show your adverts to based on criteria (age, location, interests).
Example: Showing your restaurant ad only to people living within 10km.
Pixel
Invisible code on your site that tracks what visitors from your ads do.
Example: Knowing how many people purchased after seeing your Facebook advert.
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