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Glossary

Marketing & SEO,
in plain English.

125 clear definitions of the marketing, SEO, local SEO and AI-visibility terms we use , search or filter to find any one fast.

Search engine optimization301 RedirectA 301 redirect permanently sends one URL to another, passing most ranking value. It’s ess…Paid ads / media buyingA/B TestingA/B testing runs two versions of an ad or page against each other to see which performs better …Paid ads / media buyingAd CopywritingAd copywriting is writing the words in ads that earn clicks and conversions , a clear hook, a b…Answer engine optimizationAEO / AI VisibilityAEO (answer engine optimization), also called AI visibility or GEO, is the practice of structur…Search engine optimizationAnchor TextAnchor text is the visible, clickable words of a link. Descriptive, keyword-relevant anchor tex…Paid ads / media buyingAudience SegmentationAudience segmentation divides your market into groups by traits or behaviour , so messaging and…Web design & developmentBack-End DevelopmentBack-end development is the server-side code and databases that power a site behind the scenes …BacklinkBacklinkA backlink is a link from another website to yours. Search engines treat relevant, trustworthy …Branding & creativeBrand ConsistencyBrand consistency is keeping your look, voice, and message the same across every touchpoint , w…Branding & creativeBrand EquityBrand equity is the value your brand adds beyond the product , the trust and recognition that l…Brand identityBrand IdentityBrand identity is the complete system of visual and verbal elements , logo, colours, typography…Branding & creativeBrand PersonaA brand persona is the human personality of your brand , the traits and tone that make it relat…Branding & creativeBrand TouchpointA brand touchpoint is any moment a customer encounters your brand , your site, sign, post, or p…Branding & creativeBrand VoiceBrand voice is how your business sounds in words , confident, warm, expert , kept consistent so…Social media managementBrand Voice on SocialBrand voice on social is the consistent personality and tone of your posts , what makes your co…Branding & creativeBranding & Creative DesignBranding and creative design is the full system , logo, colours, type, imagery, and voice , tha…Social media managementCarousel PostA carousel post is a multi-image or multi-slide social post users swipe through , great for sto…Online store & managementCart AbandonmentCart abandonment is when a shopper adds items but leaves before buying. Reducing it , via bette…Online store & managementCheckout FlowThe checkout flow is the sequence a customer follows to complete a purchase. A short, trusted f…Online store & managementCheckout Flow OptimizationCheckout flow optimisation streamlines the steps to buy , fewer fields, trusted payment, clear …Click-through rate (CTR)Click-Through RateClick-through rate (CTR) is the percentage of people who click your listing after seeing it in …Branding & creativeColor PaletteA colour palette is the defined set of colours that represent your brand , chosen for recogniti…Social media managementCommunity ManagerA community manager engages your audience , replying to comments and messages, and nurturing re…Web design & developmentContent Management SystemA CMS (like WordPress or Shopify) lets you manage a website’s content without coding , ad…Social media managementContent PillarA content pillar is a core theme your content revolves around , giving your social and blog a f…Paid ads / media buyingConversion PixelA conversion pixel is a snippet of code that tracks when an ad leads to an action (a sale or le…Conversion rateConversion RateConversion rate is the percentage of visitors who take a desired action , call, book, buy, or s…Web design & developmentConversion Rate OptimizationCRO is the practice of increasing the percentage of visitors who take action , through testing,…Core Web VitalsCore Web VitalsCore Web Vitals are Google’s metrics for page experience , how fast a page loads, how qui…Paid ads / media buyingCost Per Click (CPC)Cost per click is what you pay each time someone clicks your ad. Managing CPC against conversio…Paid ads / media buyingCost-Cap BiddingCost-cap bidding tells the ad platform to get results at or below a target cost , balancing vol…Branding & creativeCreative BriefA creative brief is the document that aligns a project , goals, audience, message, and delivera…CRMCRMA CRM (customer relationship management) system is the software that stores your leads and cust…Social media managementCross-PostingCross-posting shares content across multiple platforms , efficient, but best when each post is …Web design & developmentCSSCSS (Cascading Style Sheets) controls how a website looks , colours, fonts, spacing, and layout…Web design & developmentDomain & HostingA domain is your web address (yoursite.com); hosting is the server that stores your site. Fast,…Search engine optimizationDomain AuthorityDomain authority is a third-party score (1–100) estimating how likely a site is to rank, …Paid ads / media buyingDynamic Ad InsertionDynamic ad insertion automatically tailors ad content (like location or product) to each viewer…Paid ads / media buyingDynamic Product RemarketingDynamic remarketing shows shoppers ads for the exact products they viewed , a high-converting w…Online store & managementeCommerce CMSAn eCommerce CMS (like Shopify or WooCommerce) is the platform that runs an online store , prod…Online store & managementeCommerce SEOeCommerce SEO is search engine optimization for online stores , optimising product and category…Online store & managementeCommerce Store DesigneCommerce store design is building an online shop that’s easy to browse and buy from , cl…Branding & creativeEmotional BrandingEmotional branding connects with customers through feeling , values, story, and identity , so t…Social media managementEngagement RateEngagement rate is the percentage of your audience that interacts with a post (likes, comments,…Web design & developmentFront-End DevelopmentFront-end development builds what visitors see and interact with , the layout, buttons, and ani…Google Maps & local SEOGeo-Grid TrackingGeo-grid tracking maps how your business ranks across a grid of points around your area, showin…Google Business ProfileGoogle Business ProfileA Google Business Profile (GBP, formerly Google My Business) is the free listing that shows you…Google Maps & local SEOGoogle Business Profile CategoryYour GBP category tells Google what your business is. The primary category is the single bigges…Google Map PackGoogle Map PackThe Google Map pack (or local 3-pack) is the block of three business listings with a map that a…Social media managementHashtag StrategyA hashtag strategy uses the right mix of relevant tags to extend a post’s reach to people…Web design & developmentHTMLHTML is the markup language that structures a web page , headings, paragraphs, links, and image…Paid ads / media buyingImpression ShareImpression share is the percentage of available ad impressions your ads actually received , a l…Search engine optimizationIndexing in SEOIndexing is when Google stores a page in its database so it can appear in search results , if a…Social media managementInfluencer CollaborationInfluencer collaboration partners with creators your audience trusts to promote your brand , bo…Online store & managementInventory SyncInventory sync keeps stock levels accurate across your store and sales channels in real time , …KeywordKeywordA keyword is the word or phrase a person types into a search engine, like “web design Win…Search engine optimizationKeyword CannibalizationKeyword cannibalisation is when two pages target the same keyword and compete with each other, …Landing pageLanding PageA landing page is a focused web page designed to turn a visitor into a lead or sale , usually w…Google Maps & local SEOLocal CitationA local citation is any online mention of your business name, address, and phone. Consistent ci…Google Maps & local SEOLocal IntentLocal intent is when a search implies a nearby result , “near me,” a city name, or …Google Maps & local SEOLocal Link BuildingLocal link building earns links from local sources , chambers, directories, news, partners , th…Google Maps & local SEOLocal Ranking FactorsLocal ranking factors are what Google weighs for local results , relevance, distance (proximity…Local SEOLocal SEOLocal SEO is the work of getting a business to appear in Google’s Map pack and ‘nea…Google Maps & local SEOLocal SEO AuditA local SEO audit reviews your Google Business Profile, citations, reviews, and local content t…Google Maps & local SEOLocation AuthorityLocation authority is how established and trusted your business looks for a specific area , bui…Branding & creativeLogo & Style GuideA logo and style guide define your mark and the rules for using your brand , colours, fonts, sp…Branding & creativeLogo MarkA logo mark is the symbol or icon part of a logo (versus the wordmark). A strong mark makes a b…Paid ads / media buyingLookalike AudienceA lookalike audience is built by a platform to resemble your best customers , an effective way …Paid ads / media buyingMedia Buying FunnelThe media buying funnel structures ad spend across stages , awareness, consideration, conversio…Meta descriptionMeta DescriptionA meta description is the short summary (under ~155 characters) that can appear beneath a page&…Search engine optimizationMeta TitleA meta title (title tag) is the clickable headline shown in search results , a key on-page rank…Online store & managementMobile CommerceMobile commerce (m-commerce) is buying via phones , now the majority of online shopping. A fast…Web design & developmentMobile-First DesignMobile-first design means building a site for phones first, then scaling up. Since Google ranks…Branding & creativeMood BoardA mood board collects visuals , colours, type, imagery, references , to set the direction and f…NAP consistencyNAPNAP stands for Name, Address, and Phone number , the core business details that must match exac…Google Maps & local SEONAP ConsistencyNAP consistency means your Name, Address, and Phone match exactly everywhere online. Inconsiste…Search engine optimizationOff-Page SEOOff-page SEO is building a site’s authority through external signals , mainly quality bac…Search engine optimizationOn-Page SEOOn-page SEO is optimising the elements on a page itself , titles, headings, content, internal l…Search engine optimizationOrganic CTROrganic click-through rate is the percentage of searchers who click your unpaid listing. A high…Social media managementOrganic Social MediaOrganic social media is the unpaid content you post to build community and trust over time , th…Web design & developmentPage ExperiencePage experience is Google’s measure of how a page feels to use , speed, stability, mobile…Web design & developmentPage Speed OptimizationPage speed optimisation is the work of making pages load faster , compressing images, cleaning …Paid ads / media buyingPaid Ads & Media BuyingPaid ads and media buying is planning, buying, and managing advertising across Google and Meta …Social media managementPaid Social vs. OrganicPaid social is advertising on platforms; organic is unpaid content. Paid delivers fast reach; o…Online store & managementPayment GatewayA payment gateway securely processes online payments between your store, the customer, and the …Pay-per-click (PPC)PPCPPC (pay-per-click) is online advertising where you pay each time someone clicks your ad , on G…Paid ads / media buyingPPC Landing PageA PPC landing page is the focused page an ad sends visitors to , built around one offer and one…Online store & managementProduct FeedA product feed is a structured file of your products used to list them on Google Shopping, Meta…Online store & managementProduct Filtering UXProduct filtering UX is how shoppers narrow results by size, price, or category. Good filtering…Online store & managementProduct SchemaProduct schema is structured data that tells Google a page is a product , unlocking rich result…Paid ads / media buyingProgrammatic AdvertisingProgrammatic advertising uses automated, real-time bidding to buy ad placements across the web …Google Maps & local SEOProximity SignalProximity is how close your business is to the searcher. It’s a top local ranking factor …Branding & creativeRebranding StrategyA rebranding strategy plans how to evolve a brand , refreshing what’s dated while keeping…Web design & developmentResponsive Web DesignResponsive design makes a site adapt to any screen , phone, tablet, or desktop , so it looks an…Paid ads / media buyingRetargetingRetargeting shows ads to people who already visited your site , a cost-effective way to bring b…Paid ads / media buyingReturn on Ad Spend (ROAS)ROAS measures revenue earned per dollar of ad spend. A 4x ROAS means $4 back for every $1 spent…Google Maps & local SEOReview SignalsReview signals , your rating, review count, recency, and even the words customers use , are a m…Online store & managementSales FunnelA sales funnel is the path from first visit to purchase , awareness, consideration, decision. O…Schema markupSchema MarkupSchema markup (structured data) is code added to a page that tells search engines and AI exactl…Search engine optimizationSearch IntentSearch intent is the goal behind a query , informational, navigational, or transactional. Match…Search engine optimizationSEOSEO (search engine optimization) is the practice of improving a website so it ranks higher in G…Search engine optimizationSEO ServicesSEO services are the ongoing work of improving organic rankings , keyword strategy, content, on…Search engine optimizationSERP FeaturesSERP features are the extras on a results page beyond blue links , the Map pack, featured snipp…Google Maps & local SEOService-Area BusinessA service-area business (SAB) serves customers at their location rather than a storefront. On G…Online store & managementShopifyShopify is a leading hosted eCommerce platform , reliable, scalable, and quick to launch , idea…Online store & managementShopify vs. WooCommerceShopify is an all-in-one hosted store platform; WooCommerce is a flexible WordPress plugin. Sho…Web design & developmentSitemapA sitemap is a file listing a site’s pages so search engines can find and crawl them effi…Social media managementSocial ListeningSocial listening monitors what people say about your brand and industry online , surfacing feed…Social media managementSocial Media AuditA social media audit reviews your profiles, content, and performance to find what’s worki…Social media managementSocial Media CalendarA social media calendar plans what to post and when , keeping your presence consistent instead …Social media managementSocial Media CampaignA social media campaign is a coordinated set of posts and ads around one goal or theme , planne…Social media managementSocial Media ManagementSocial media management is the ongoing planning, creation, posting, and engagement that keeps a…Search engine optimizationTechnical SEOTechnical SEO is the behind-the-scenes work , speed, crawlability, mobile, structured data , th…Search engine optimizationTechnical SEO AuditA technical SEO audit is a systematic check of the issues blocking your rankings , crawl errors…Branding & creativeTypographyTypography is the fonts and how they’re used in a brand. The right type pairing signals p…Web design & developmentUser Experience (UX)User experience is how easy and satisfying a site is to use , from finding information to compl…Web design & developmentUser Interface (UI)The user interface is everything a visitor sees and clicks , buttons, menus, forms, and visuals…Social media managementUser-Generated ContentUser-generated content (UGC) is content created by your customers , reviews, photos, posts , po…Web design & developmentUX vs. UIUX (user experience) is how a site feels to use; UI (user interface) is how it looks , the butt…Web design & developmentVisual HierarchyVisual hierarchy arranges elements so the eye sees the most important things first , guiding at…Branding & creativeVisual Style GuideA visual style guide documents how a brand looks , logo use, colours, type, imagery , so every …Web design & developmentWeb AccessibilityWeb accessibility means building sites everyone can use, including people with disabilities. It…Web design & developmentWeb Design and DevelopmentWeb design is the look and user experience; development is the code that builds it. Together th…Web design & developmentWireframeA wireframe is a simple blueprint of a page’s layout , where content and buttons go , cre…Online store & managementWooCommerceWooCommerce is a free, flexible eCommerce plugin for WordPress , great for businesses that want…
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