A self storage operator’s go-to glossary for digital marketing

Updated: Nov 4, 2021

Digital marketing can be a scary and confusing space if you’re not up to speed with the lingo. From understanding the intricacies of SEO and how to execute a PPC campaign, to A/B testing and geo-targeting, it can become overwhelming quite quickly.


Although the digital marketing space is filled with foreign terms and alien abbreviations, understanding this jargon is now essential to succeeding in the self storage industry. To help you improve your fluency, we’ve created a glossary of digital marketing terms all self storage operators should know.



A/B testing: Also known as split testing, A/B testing is a marketing experiment whereby two versions of a website or advert are tested and compared against one another to find out which performs better.


ALT text: ALT text or alternative text is a short description of an image that is inserted in the HTML code (see HTML) to give meaning and context to an image. If an image fails to load on a webpage, this text will appear.


Blog: You will probably already know this one, but do you know how important it is? A blog is a website or webpage used to share informational or personal content usually written from a writer’s own perspective. This form of writing is widely used in marketing to share and promote products or services and increase website traffic (see traffic). It’s very closely aligned to SEO (see SEO).


Bounce rate: This is the percentage of people who visit a website and leave after only viewing one page rather than staying to view others. A high bounce rate could indicate that the webpage is not very engaging or relevant to the audience, however, it could also mean that the visitor has found exactly what they are looking for and don't need to investigate further.


Call to action (CTA): A call to action is a short and active prompt commonly used in marketing to drive the customer to purchase a product from a store or make an enquiry. An example of common CTAs used is ‘Reserve now’ or ‘Click here’.


Click-through rate (CTR): Click-through rate or CTR is a metric in marketing that measures the total number of clicks in relation to the number of impressions or views (see Impressions) an advert has received.


Conversion: A conversion is when a visitor or targeted audience member completes a desired action such as requesting a quote.


Conversion rate: This metric measures the percentage of website visitors who completed a desired action.


Copy: Copy is written content used primarily to market a specific product or service to an audience in the hopes that they are persuaded to take action.


CPA: Cost per acquisition sometimes also referred to as cost per action or CPA is an online advertising model used to understand the total cost per conversion (see Conversion).


CPC: Cost per click or CPC is a bidding model in marketing where advertisers pay each time someone clicks on their advert.


Geo-targeting: A method whereby advertisers deliver content or adverts to visitors that are based on their specific geographic location. This is critical to being in front of your target audience when they need you the most.


HTML: Hypertext Markup Language, abbreviated as HTML, is the standard code that is used to define the structure of a webpage such as how to display the text, images and other elements. You can view or edit a page’s HTML by right-clicking on it and selecting ‘View page source code’.


Impression: A metric used to measure the total number of times a piece of content or an advert is displayed online.


Keywords: Keywords are words or short phrases used to search for something in a search engine. For example, if someone is looking for self storage in Camden, they will use the keywords, ‘Self storage in Camden”. If you are an operator in Camden, you’ll want to feature high up on those search results!


Keyword density: Keyword density or keyword frequency refers to the number of times a specific keyword appears in a piece of content or on a webpage. This helps search engines determine which pages are relevant to a particular search.


META tag: Meta tag is a type of HTML (see HTML) tag that provides information about the content on a webpage such as a title and other description elements.


Organic search: This is traffic to your website that was generated from search engines at no cost and appears after the paid advertising results in SERPs (See SERP).


Pay per click (PPC): PPC or pay-per-click marketing is an online advertising model in which advertisers pay a set fee each time a web user clicks on their ad.


Reach: Reach refers to the total number of people who view your content or advert online. Reach is different from impressions in that it measures the number of unique viewers as opposed to the frequency your content is displayed on a screen.


Search engine optimisation (SEO): Search engine optimisation or SEO is a process whereby a website or page is optimised to rank higher for organic searches. If your website ranks at the top of the search engine results page (see SERP), it will be seen as a more credible and reliable source thereby receiving more traffic and enquiries as a result.


Search engine results page (SERP): Search engine results pages are all the web pages that appear after searching for a keyword in Google or another search engine.


Traffic: In digital marketing, traffic refers to the number of visitors a webpage receives.


Unique visitors: Unique visitors is a metric used to measure the number of people who visit a website or set of web pages in a certain period. If one person visits a website three times in a defined session (webmaster can set the definition of a session, i.e. 1 hour or 1 day), it will count as 1 unique visitor.


User experience (UX): User experience or UX refers to the set of practices and strategies used to improve a customer’s overall experience when using a product, service, application or system online. If your user experience is relevant, flexible, convenient and meaningful, it will attract more customers and generate more enquiries.


User interface (UI): User interface or UI refers to the visual elements of a digital product or service that a user interacts with. These design elements include buttons, icons, drop-down boxes and so on.


Link building: Link building is an SEO strategy whereby websites get other websites to link back to theirs.

Crawlers: Also known as web crawlers or spider bots, crawlers are internet bots typically operated by search engines to browse web pages for data that is then used to index the pages on the internet.


Stay tuned for more posts where we unpack the various aspects of digital marketing and showcase how you can use it to increase enquiries for your property.


If these terms are still overwhelming, don’t stress! Our team of digital marketing experts are the very best at what they do, so you can rest assured that they’ll drive your online marketing strategy effectively while you focus on the operations of your facility. Contact us today to find out more or get a free online audit today. You can also follow Digital First on Facebook to stay up to date on the latest industry tips and trends.