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 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 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.
Cohort Analysis
Analyzing user behavior by grouping them based on shared characteristics or timeframes.
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.
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 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.
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 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
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 Hygiene
The practice of maintaining a clean, engaged email subscriber list.
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
P
Q
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).
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.
U
Z
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