Marketing Glossary
SEO, PPC, social media, content marketing, and digital advertising terminology
A
A/B Testing
A method comparing two versions of a webpage or element to determine which performs better statistically.
Ad Extensions
Additional information that expands your search ads with extra business details like phone numbers, links, or location.
Ad Fatigue
The decline in ad performance when audiences become overexposed to the same creative, resulting in decreased engagement and higher costs.
Ad Rank
The score that determines your ad position and whether your ad will show.
Algorithm
The automated system determining what content users see in their feeds based on predicted relevance and engagement.
Attribution Model
A rule that determines how credit for conversions is assigned to marketing touchpoints.
B
Backlink
A hyperlink from one website to another, used by search engines as a ranking signal.
Bid Strategy
The approach used to set and adjust bids for ad placements in paid campaigns.
Bounce Rate
The percentage of visitors who leave a website after viewing only one page without taking any action.
Brand Consistency
Maintaining uniform visual identity, messaging, and customer experience across all marketing channels and customer touchpoints.
Brand Equity Measurement
Quantifying the financial and perceived value that a brand name adds to products or services beyond their functional benefits.
Brand Identity
The visible elements of a brand that identify and distinguish it in consumers' minds.
Brand Positioning
The strategic process of establishing a unique impression in customers' minds.
C
Canonical URL
An HTML element specifying the preferred version of a webpage when duplicate or similar content exists at multiple URLs.
Click-Through Rate (CTR)
The percentage of people who click on a specific link out of the total number who view it.
Cohort Analysis
Analyzing user behavior by grouping them based on shared characteristics or timeframes.
Community Building Strategy
Creating engaged customer communities around shared interests or brand values to foster loyalty and drive word-of-mouth marketing.
Community Management
The practice of building, growing, and managing online communities around a brand or interest.
Content Calendar
A schedule that organizes when and where you plan to publish upcoming content.
Content Marketing
A strategic approach focused on creating valuable content to attract and retain a defined audience.
Content Repurposing
Adapting existing content into different formats to reach new audiences.
Content Velocity
The speed at which content is created, published, and distributed across marketing channels to maintain audience engagement.
Conversion Path Analysis
Examining the complete sequence of interactions that lead users from initial touchpoint to desired conversion actions.
Conversion Rate
The percentage of visitors who complete a desired action on your website or campaign.
Core Web Vitals
Google's metrics measuring real-world user experience: loading performance, interactivity, and visual stability.
Cost Per Acquisition (CPA)
The average cost to acquire one customer through a specific marketing campaign or channel.
Crawl Budget
The number of pages a search engine will crawl on your site within a given timeframe.
Creator Economy
The economic ecosystem of independent content creators monetizing their audiences.
Customer Journey Analytics
Tracking and analyzing all customer interactions across touchpoints to understand the complete path from awareness to purchase and beyond.
Customer Lifetime Value (CLV)
The total revenue a business can expect from a single customer over their relationship.
D
Dark Social
Social sharing that occurs through private channels and cannot be tracked by analytics.
Dayparting Strategy
Scheduling ads to run during specific hours or days when target audiences are most active and likely to convert.
Deliverability Reputation
Email service provider ratings that determine whether messages reach inboxes or spam folders based on sender behavior and engagement.
Display Network
A network of millions of websites, apps, and videos where visual ads can appear, reaching users across the internet.
Domain Authority
A search engine ranking score that predicts how well a website will rank on search engines.
Drip Campaign
An automated series of emails sent on a schedule or triggered by specific actions.
E
E-E-A-T
Experience, Expertise, Authoritativeness, and Trustworthiness - Google's content quality guidelines.
Email Automation Workflows
Triggered email sequences that respond to specific user behaviors or characteristics to deliver personalized messaging at scale.
Email Deliverability
The ability to successfully deliver emails to subscribers' inboxes rather than spam folders.
Email Open Rate
The percentage of email recipients who open a given email.
Email Segmentation
The practice of dividing email subscribers into smaller groups based on set criteria.
Engagement Rate
A metric measuring the level of interaction that content receives relative to reach or followers.
Evergreen Content
Content that remains relevant and valuable long after its publication date.
F
G
GEO (Generative Engine Optimization)
Optimizing content to appear in AI-powered search engines and chatbots like ChatGPT and Perplexity.
Gated Content Strategy
Requiring user information exchange for access to premium content like whitepapers, ebooks, or webinars to generate qualified leads.
H
I
Impression Share
The percentage of impressions your ads received compared to total available impressions.
Influencer Marketing
A marketing strategy that partners with influential people to promote products or services.
Internal Linking
Links between pages on the same website that help search engines understand site structure.
K
L
List Decay Rate
The percentage of email subscribers who become inactive or unsubscribe over time, affecting email deliverability and engagement.
List Hygiene
The practice of maintaining a clean, engaged email subscriber list.
Local Pack Optimization
Optimizing business listings to appear in Google's local search results map pack for location-based queries.
Long-tail Keywords
Specific, multi-word search phrases with lower volume but higher intent and less competition than broad keywords.
Lookalike Audience
A targeting option that finds new users who share characteristics with your existing customers or high-value audiences.
M
N
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P
Q
Quality Score
A Google Ads metric that rates the quality and relevance of your keywords and PPC ads.
Quality Score Optimization
Improving Google Ads quality metrics through better keyword relevance, ad copy alignment, and landing page experience to reduce costs.
R
ROAS (Return on Ad Spend)
A metric measuring revenue generated for every dollar spent on advertising, calculated as revenue divided by ad spend.
Reach vs Impressions
Reach counts unique users who saw content; impressions count total views, including multiple views by the same user.
Remarketing
Advertising strategy that shows ads to people who previously visited your website or engaged with your content.
S
SERP (Search Engine Results Page)
The page displayed by search engines in response to a query, containing organic results, ads, and featured snippets.
Schema Markup
Structured data code added to webpages that helps search engines understand content and display rich results.
Search Engine Optimization (SEO)
The practice of optimizing websites and content to rank higher in search engine results pages (SERPs).
Search Intent Optimization
Aligning website content with the specific purpose behind user searches, whether informational, navigational, commercial, or transactional.
Session Duration
The total amount of time a user spends on a website during a single visit or session.
Social Commerce
Buying and selling products directly through social media platforms.
Social Listening
Monitoring social media channels for mentions of your brand, competitors, products, and industry topics.
Social Proof
The psychological phenomenon where people copy the actions of others to make decisions.
Social Proof Marketing
Using customer testimonials, reviews, and endorsements to build trust and influence purchasing decisions through peer validation.
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