Digital Marketing Glossary
SEO, AI search, ads, social media and website terms, explained in plain words.
A
- AI citation building (Citations) AI search
- Getting your business mentioned on the review sites, directories, communities and publications that AI tools read and trust. How we help →
- AI Overviews AI search
- The AI-written summaries Google shows above some search results, with links to the pages it drew from. Pages that rank well and answer clearly are the ones cited. How we help →
- AI Overviews & AI Mode optimization (AIO) AI search
- Earning a supporting link in Google's AI Overviews and AI Mode. Google uses its normal search index for these, so it starts with solid SEO. How we help →
- Answer Engine Optimization (AEO) AI search
- Structuring your pages so search features and voice assistants can lift a direct answer from them: question-style headings, a short answer first, then the detail. How we help →
B
- Backlink SEO
- A link from another website to yours. Links from relevant, trusted sites are one of the strongest signals that your site deserves to rank. Bought or spammy links can get a site penalised. How we help →
- Bounce rate Websites & analytics
- In older analytics, the share of visits that left after one page. GA4 uses "engagement rate" instead: the share of visits that lasted over 10 seconds, viewed two pages or converted. How we help →
C
- Canonical tag SEO
- A line of code that tells search engines which address is the main version of a page when the same content is reachable at several addresses. It prevents duplicate-content problems. How we help →
- Consent Mode Websites & analytics
- A Google setting that adjusts how Analytics and Ads tags behave based on whether a visitor accepted cookies. Required for advertisers who reach visitors in Europe and the UK. How we help →
- Content calendar Social & content
- A plan showing what will be published, where and when. It keeps posting consistent and ties content to launches, seasons and campaigns. How we help →
- Content marketing Social & content
- Publishing genuinely useful articles, guides, videos and pages that answer your customers' questions, so they find and trust you before they are ready to buy. How we help →
- Conversion Ads
- An action you want visitors to take, such as sending an enquiry, calling, booking or buying. Tracking conversions is how you know which campaigns pay for themselves. How we help →
- Conversion rate Websites & analytics
- The percentage of visitors who take the action you want. Doubling a conversion rate can double leads without any extra traffic. How we help →
- Core Web Vitals SEO
- Google's three page-experience measures: how fast the main content loads (LCP), how quickly the page responds to a tap or click (INP) and how much the layout jumps around (CLS). How we help →
- Cost per click (CPC) Ads
- The average amount you pay for one click on an ad. It depends on competition for the keyword or audience and on how relevant your ad is. How we help →
- Cost per lead (CPL) Ads
- Total ad spend divided by the number of enquiries it produced. The most useful single number for judging lead-generation campaigns. How we help →
D
- Domain authority SEO
- A score from SEO tools (not from Google) that estimates how strong a website's backlink profile is. Useful for comparing sites, but not a ranking factor in itself. How we help →
E
- E-E-A-T SEO
- Experience, Expertise, Authoritativeness and Trust: the qualities Google's quality guidelines look for in content, such as real author names, first-hand experience, accurate facts and a good reputation. How we help →
- Engagement rate Social & content
- Likes, comments, shares and saves divided by reach or followers. It shows whether content actually interests people, not just how many saw it. How we help →
- Entity SEO (Entities) AI search
- Helping search engines and AI understand your business as a clear "thing" with a name, services, location, people and profiles, using structured data and consistent mentions. How we help →
F
- Featured snippet SEO
- The answer box Google sometimes shows above the normal results, quoting a short passage from one page. Clear question-and-answer formatting makes a page more likely to be chosen. How we help →
G
- Generative Engine Optimization (GEO) AI search
- Improving how often AI models such as ChatGPT, Gemini, Claude and Perplexity mention and cite your brand when they write an answer. How we help →
- Google Analytics 4 (GA4) Websites & analytics
- Google's free analytics tool. It shows how people find and use your website and, when set up properly, which channels produce enquiries and sales. How we help →
- Google Business Profile SEO
- The free Google listing that shows your business on Maps and in the local results, with your address, hours, photos and reviews. It is the core of local SEO. How we help →
- Google Search Console SEO
- Google's free tool that shows which searches bring people to your site, which pages are indexed and any problems Google has found. Every website should have it set up. How we help →
K
- Keyword research SEO
- Finding the exact words and questions people type into search engines, how often they search them and how hard they are to rank for, so you write pages people actually look for. How we help →
L
- Landing page Ads
- The page someone lands on after clicking an ad or link. Good landing pages match the ad's promise and have one clear next step. How we help →
- Large Language Model Optimization (LLMO) AI search
- Making sure language models describe your business correctly: consistent facts about who you are, what you do and where you work, everywhere online. How we help →
- llms.txt AI search
- A proposed plain-text file at /llms.txt that gives AI assistants a clean summary of a website and links to its key pages. Low effort to add and becoming common. How we help →
- Local SEO SEO
- Helping a business show up for nearby searches and in the Google map results, mainly through a complete Google Business Profile, consistent listings, reviews and location pages. How we help →
O
- On-page SEO SEO
- Work on the page itself: the title, headings, text, internal links, images and structured data, so search engines understand what the page is about and people want to click it. How we help →
P
- Pay per click (PPC) Ads
- Advertising where you pay each time someone clicks your ad, such as Google Ads search campaigns or Meta (Facebook and Instagram) ads. How we help →
Q
- Quality Score Ads
- Google Ads' 1–10 rating of how relevant your keyword, ad and landing page are to each other. Higher scores lower your cost per click. How we help →
R
- Responsive design Websites & analytics
- A website layout that adapts to any screen size, from phones to large monitors. Essential because Google ranks the mobile version of your site. How we help →
- Retargeting (remarketing) Ads
- Showing ads to people who already visited your website or engaged with your page, reminding them to come back and finish an enquiry or purchase. How we help →
- ROAS Ads
- Return on ad spend: revenue from ads divided by what the ads cost. A ROAS of 4 means every 1 spent brought back 4 in sales. How we help →
- robots.txt SEO
- A text file at the root of your site that tells crawlers which parts they may visit. It is also where you allow or block AI crawlers such as GPTBot or PerplexityBot. How we help →
S
- Search engine optimization (SEO) SEO
- Improving a website so it appears higher in unpaid Google and Bing results for the searches your customers make. It covers technical health, page content, links from other sites and local listings. How we help →
- SEO audit SEO
- A structured review of a website's technical health, content, links and competitors that ends with a prioritised list of fixes. How we help →
- SERP SEO
- Search engine results page: everything Google shows for a search, including ads, the map pack, AI Overviews, videos and the ten blue links. How we help →
- Social media marketing (SMM) Social & content
- Planning, creating and running social media content and paid campaigns to reach customers and drive enquiries or sales. How we help →
- Social media optimization (SMO) Social & content
- Improving your social media profiles and organic posts so more of the right people find, follow and engage with your business. How we help →
- Structured data (schema) SEO
- Code (usually JSON-LD) that labels the facts on a page, such as your business name, address, prices, FAQs or reviews, so search engines and AI tools can read them reliably. It powers rich results. How we help →
T
- Technical SEO SEO
- Making sure search engines can crawl, render and index your site: speed, mobile layout, redirects, canonical tags, sitemaps, robots.txt and structured data. How we help →
U
- UTM parameters Ads
- Tags added to the end of a link (utm_source, utm_medium, utm_campaign) so Google Analytics can show which campaign, email or post sent each visitor. How we help →
W
- White label SEO SEO
- SEO work an agency does under another agency's brand, so that agency can offer SEO to its clients without building its own team. How we help →
X
- XML sitemap SEO
- A file listing the pages you want search engines to find, usually at /sitemap.xml. Submit it in Google Search Console. How we help →
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