Marketing glossary
Search and filter marketing terms across social media, websites, SEO, AEO, and monthly reporting.
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A/B Testing
Comparing two variants to see which performs better on a defined metric.
- Websites
Above the Fold
Content visible without scrolling—the first impression on load.
Ad Rank
The formula determining whether your ad shows and in what position.
- AEO
AI Overviews
Google’s AI-generated summaries that can appear above organic results for some queries.
- SEO
Anchor Text
The clickable words of a hyperlink—used as a relevance signal when natural.
- AEO
Answer Engine Optimization (AEO)
Optimizing content so answers are clear, quotable, and trusted by AI and answer surfaces.
- Monthly reporting
Attribution Modeling
Rules that assign credit to touchpoints along the path to conversion.
Audience Segmentation
Dividing people into groups by behavior, interests, or value for tailored messaging.
- SEO
Backlink Profile
The full set of inbound links pointing to your domain—their quantity, quality, and diversity.
- Monthly reporting
Bounce Rate
Share of sessions with only one page hit—often misread; context matters.
- SEO
Broken Link Building
Finding dead outbound links on other sites and suggesting your content as a replacement.
- Websites
Call to Action (CTA)
The explicit next step you want users to take—button text, links, or prompts.
- SEO
Canonical Tag
An HTML hint that tells search engines which URL is the preferred version of a page.
Carousel Post
Multiple swipeable cards in one post—ideal for steps, storytelling, and catalog browsing.
- SEO
Citation Building
Getting your business listed accurately on relevant directories and data aggregators.
- Monthly reporting
Click-Through Rate (CTR)
Clicks divided by impressions—a measure of how often people choose your listing.
- SEO
Content Cluster
A pillar page plus related articles that collectively cover one topic from many angles.
- AEO
Conversational Query
Natural-language searches phrased as questions or dialogue rather than keyword stubs.
- Websites
Conversion Funnel
The staged path from awareness to purchase—measured step by step.
- Monthly reporting
Conversion Rate Optimization (CRO)
Improving the percentage of visitors who complete a desired action.
- SEO
Core Web Vitals
Google’s user-centric metrics for loading, interactivity, and layout stability.
Cost Per Acquisition (CPA)
Average ad spend to earn one conversion—your core efficiency metric.
- SEO
Crawl Budget
The rough limit of URLs a search engine will crawl on your site in a period.
- SEO
Crawlability
Whether search engine crawlers can discover and fetch your site’s URLs reliably.
Customer Lifetime Value (CLV)
Predicted revenue a customer generates over the relationship—guides acquisition spend.
- SEO
Digital PR
Earning media coverage and links online through newsworthy stories and data.
- AEO
Direct Answer Box
A SERP element that states a fact or short answer pulled from a source page.
- SEO
Domain Authority
A third-party score estimating how likely a site is to rank—not a Google metric.
- Monthly reporting
Dwell Time
Approximate time users spend on a result before returning to the SERP.
- SEO
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google’s quality concept: show real experience and trust, especially on YMYL topics.
- AEO
Entity-Based SEO
Optimizing for named things (brands, topics, people) and their relationships—not only keywords.
Facebook Marketing
Using Facebook Pages, Groups, Reels, and ads to reach audiences and drive business goals.
- SEO
Featured Snippet
A highlighted answer box at the top of some SERPs, extracted from a ranking page.
- Monthly reporting
First-Party Data
Information collected directly from your audience—with consent—as cookies fade.
- AEO
Generative Engine Optimization (GEO)
Tuning content for visibility inside generative AI answers—not only classic blue links.
- SEO
Geo-Targeted Keywords
Queries that include a location or imply one (“near me,” city names).
- SEO
Google Business Profile
Google’s free listing for local businesses—maps, hours, reviews, and posts.
- SEO
Guest Posting
Publishing articles on third-party sites—valuable for reach when editorial, spammy when scaled for links only.
- SEO
Header Hierarchy
Using H1–H6 headings to structure content for users and clarify sections for search engines.
- SEO
Hreflang Tag
Annotations that indicate language/region variants of a page for international SEO.
- SEO
Hyperlocal SEO
Targeting neighborhoods or micro-areas within a city—not only the metro name.
Image Post
A static photo (or graphic) update—still core to Instagram, Facebook, and LinkedIn.
- Monthly reporting
Impressions
How often your content or ad was shown—each appearance counts as an impression.
- SEO
Indexability
Whether a URL is allowed and suitable to be stored in a search engine’s index.
Instagram Marketing
Growing and converting audiences with Instagram Feed, Stories, Reels, and paid promotion.
- SEO
Keyword Intent
The goal behind a search query—whether someone wants to learn, find a site, or buy.
- AEO
Knowledge Graph
Google’s structured entity database connecting people, places, brands, and facts.
- Websites
Landing Page
A focused page built for one campaign goal—usually conversion—with minimal distraction.
Landing Page Optimization
Improving dedicated pages so paid traffic converts—message match and clarity.
- SEO
Link Equity
The ranking influence passed through links from one page to another.
- SEO
Link Velocity
The rate at which a site gains or loses backlinks over time.
LinkedIn Marketing
B2B-focused content, thought leadership, and ads aimed at professionals and decision-makers.
- SEO
Local Pack
The map-backed group of nearby businesses shown for many local-intent searches.
- SEO
Local Schema Markup
Structured data describing a local business’s address, hours, and service area.
- SEO
Log File Analysis
Studying server logs to see how search bots actually crawl your site.
- SEO
Map Pack Ranking
Visibility in the Google Maps/local pack results for relevant queries.
- SEO
Meta Description
The HTML summary snippet search engines may show under your page title in results.
- SEO
Mobile-First Indexing
Google predominantly uses the mobile version of a page for indexing and ranking.
- SEO
NAP Consistency
Name, Address, Phone identical everywhere your business is listed online.
- SEO
Near Me Searches
Queries with “near me” or equivalent—strong local and mobile intent.
- SEO
Nofollow vs. Dofollow
Whether a link passes ranking signals (dofollow) or is qualified not to (nofollow).
Omnichannel Marketing
Coordinated experience across channels—ads, email, site, and store—not siloed blasts.
Organic Marketing
Non-paid reach and engagement—content, SEO, email, and community without ad spend.
- SEO
Organic Search
Traffic from unpaid search results—clicks to your site that are not paid ads.
- SEO
Page Experience Signal
Google ranking inputs tied to how usable and pleasant a page feels on devices.
- SEO
Page Speed Optimization
Improving how fast pages load and become interactive for real users and crawlers.
Paid Media
Advertising spend to buy reach, clicks, or conversions across channels.
- AEO
Passage Indexing
Ranking relevant sections of a long page for specific queries—not only the page title.
Pay-Per-Click (PPC)
Paid ads where you pay when someone clicks—common in search and social auctions.
- SEO
Pillar Page
A comprehensive hub page that anchors a topic and links to specialized cluster content.
Pinterest Marketing
Visual discovery and planning—pins that drive traffic to products and blog content.
- AEO
Prompt-Friendly Content
Writing that models can quote accurately: clear steps, definitions, and boundaries.
Quality Score
Google Ads diagnostic for expected CTR, ad relevance, and landing page experience.
- Monthly reporting
Rank Tracking
Monitoring keyword positions over time—preferably with location and device context.
Reddit Marketing
Community-first participation—value before promotion—in subreddits relevant to your niche.
- SEO
Redirect Chain
Multiple sequential HTTP redirects (A→B→C) before the final page loads.
- SEO
Referring Domain
A unique website (hostname) that links to yours—distinct from total backlink count.
Remarketing
Showing ads to people who already visited your site or engaged with your brand.
- Websites
Responsive Design
Layouts that adapt fluidly across screen sizes—mobile-first best practice.
- SEO
Review Signals
Ratings, volume, recency, and sentiment influencing local trust and CTR.
- SEO
Robots.txt
A crawl rules file at your domain root—directives for compliant bots, not a security tool.
- SEO
Schema Markup
Structured data vocabulary (often JSON-LD) that helps search engines understand entities.
- Monthly reporting
Search Console Insights
Reports in Google Search Console showing queries, pages, and technical issues.
- SEO
Search Engine Results Page (SERP)
The page of links and rich results a search engine shows after you submit a query.
- SEO
Search Intent
The underlying reason for a search—what result format and depth will satisfy the user.
- SEO
Semantic SEO
Optimizing for topics and entities, not single keywords stuffed on a page.
- Monthly reporting
Share of Voice
Your visibility vs. competitors for a topic set—ads, organic, or social.
Short-Form Video
Vertical, sub–60s (often) video optimized for quick hooks and algorithmic feeds.
- Websites
Site Navigation
Menus, footers, and internal links that help people and crawlers find pages.
- Websites
Small Business
An independently owned business with a lean team, limited resources, and local or niche growth focus.
Snapchat Marketing
AR Lenses, Stories ads, and younger-skewing full-screen creative.
- SEO
Structured Data
Machine-readable labels (often JSON-LD) describing entities and properties on a page.
Target Audience
The specific group of people most likely to need, want, and buy what your business offers.
- SEO
Thin Content
Pages with little unique value—often short, duplicated, or auto-generated text.
Threads Marketing
Text-first conversation tied to Instagram—brand voice and timely cultural commentary.
TikTok Marketing
Short video and sound-driven discovery—organic virality plus in-feed and Spark Ads.
- SEO
Title Tag
The HTML title element—often the clickable headline for your page in search results.
- SEO
Toxic Links
Spammy or manipulative backlinks that can harm trust or trigger penalties.
- Websites
User Experience (UX)
How easy and pleasant your product or site is to use—research-backed design outcomes.
- Websites
User Interface (UI)
Visual and interactive surfaces—buttons, typography, color, and layout.
- Websites
Value Proposition
A clear statement of why customers should choose your business over alternatives.
- AEO
Voice Search Optimization
Formatting content for spoken answers and assistant-style results.
- Websites
Website Accessibility
Design and code so people with disabilities can perceive, navigate, and complete tasks.
- Websites
Website Maintenance
Ongoing updates, security patches, backups, and fixes that keep a site reliable.
X (Twitter) Marketing
Real-time updates, conversation, and promoted posts on the X platform.
- SEO
XML Sitemap
A machine-readable list of important URLs to help search engines discover your site.
YouTube Marketing
Video SEO, channels, Shorts, and ads on the world’s second-largest search engine.
- SEO
Zero-Click Search
Searches where the user gets an answer on the SERP without clicking any website.