SEO
Search engine optimisation. Improving a website so useful pages can be found through organic search.
MARKETING GLOSSARY
Marketing words, explained like a human.
No wall of jargon. Find the meaning, understand why it matters and get back to work.
A TO Z
Definitions worth keeping close.
PPC
Pay per click. An advertising model in which a click is a common billing action.
CPC
Cost per click. Spend divided by the number of clicks measured.
CPM
Cost per thousand impressions. A way to compare the cost of advertising exposure.
CTR
Click-through rate. Clicks divided by impressions, shown as a percentage.
CPA
Cost per acquisition or action. Spend divided by tracked conversions.
CPL
Cost per lead. Advertising spend divided by leads recorded.
ROAS
Return on ad spend. Tracked revenue attributed to ads divided by ad spend.
ROI
Return on investment. A return measure that needs a clearly defined benefit and cost.
Conversion
A user action that matters to the business, such as a purchase or completed enquiry.
GA4
Google Analytics 4. A tool for understanding website and app events.
GTM
Google Tag Manager. A system used to manage approved website tags and tracking.
Search Console
A Google tool showing how a website appears and performs in Google Search.
Landing page
The page someone visits after clicking an ad or link.
Retargeting
Advertising to people who previously interacted with your business where permitted.
UTM
URL parameters used to help label traffic sources and campaigns.
Search intent
The reason behind a search, such as learning, comparing or buying.
Keyword
A word or phrase used to describe the topic of a search or a page.
Negative keyword
A Google Ads exclusion used to avoid showing ads for unwanted searches.
Performance Max
A Google Ads campaign type that uses assets and automation across eligible Google inventory.
Organic traffic
Visits from unpaid search results or other non-paid sources, depending on the reporting definition.
Local SEO
Search optimisation focused on customers in a real geographic service area.
LCP
Largest Contentful Paint. A web performance metric for main content loading.
INP
Interaction to Next Paint. A responsiveness metric for user interactions.
CLS
Cumulative Layout Shift. A metric for unexpected visual page movement.
A/B test
A structured comparison between two versions of something, ideally with a clear hypothesis.
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