Digital marketing glossary

AEO: shaping your content so AI assistants and search answer boxes cite you directly.

The method of crediting which marketing channels and touchpoints led to a sale or lead.

A link from another website to yours, which search engines treat as a vote of confidence.

The share of visitors who leave after viewing only one page without taking any action.

Using special phone numbers to see which ads, pages, or campaigns drive your incoming calls.

The percentage of people who click your ad or listing after seeing it, a core measure of appeal.

Attracting and building trust with customers by publishing helpful articles, guides, and videos.

The ongoing practice of testing and improving a page so more of your visitors take action.

The percentage of visitors who take the action you want, such as calling, booking, or filling out a form.

Google's metrics for page speed, responsiveness, and visual stability that factor into rankings.

The price you pay each time someone clicks your ad, set by an auction and your quality signals.

The average amount you spend on marketing to generate one new lead or inquiry.

A third-party score that estimates how likely a website is to rank, based mostly on its backlink profile.

GEO: optimizing your brand's presence so generative AI tools recommend and reference you in their answers.

Google's advertising platform for showing paid search, shopping, and display ads across its network.

Your free Google listing that shows your hours, reviews, photos, and location on Search and Maps.

Finding the exact words and phrases your customers type into Google so your content can target them.

A focused web page built for a single campaign or offer, designed to turn visitors into leads.

The practice of getting your business found by nearby customers searching on Google Maps and local search.

Google's pay-per-lead ads for local pros that show at the very top with a Google Guaranteed badge.

The block of three local business listings with a map that Google shows at the top of local searches.

The path a prospect follows from first hearing about you to becoming a paying customer.

Optimizing the content and structure of individual pages, like titles and headings, so they rank for target terms.

Visitors who reach your website through unpaid search results rather than through ads.

Pay-per-click advertising, where you bid for placement and pay only when someone clicks your ad.

Google's 1 to 10 rating of how relevant your keywords, ads, and landing pages are, affecting cost and rank.

Showing ads to people who already visited your site, keeping your business in front of warm prospects.

ROAS: the revenue you earn for every dollar spent on advertising, a key profitability measure.

Structured data code that helps search engines and AI understand your content and show rich results.

Search engine optimization: improving your site so it ranks higher in unpaid Google results and earns steady traffic.

The search engine results page: the full mix of links, ads, and features Google returns for a query.

The behind-the-scenes health of your site: speed, crawlability, mobile friendliness, and clean structure.