Marketing Glossary

Learn the language of digital marketing. Simple definitions for the terms that matter to your business.

Search Engine Optimization. The practice of optimizing your website to rank higher in organic (non-paid) search engine results.

Pay-Per-Click. A digital advertising model where advertisers pay each time a user clicks on one of their ads.

A word or phrase that users type into search engines. Keywords are the foundation of SEO and PPC strategies.

The percentage of website visitors who complete a desired action, such as filling out a form, making a call, or making a purchase.

A standalone web page designed specifically for a marketing or advertising campaign. It is where a visitor "lands" after clicking a link.

A prompt on a website that tells the user to take some specified action, such as "Call Now" or "Get a Free Quote."

A free business listing from Google that appears in Google Maps and local search results. Formerly called Google My Business.

The practice of optimizing your online presence to attract more business from relevant local searches.

A link from one website to another. Quality backlinks are a major ranking factor in SEO.

A brief summary of a web page that appears in search engine results below the page title.

Visitors who come to your website through unpaid search engine results, as opposed to paid advertising.

The percentage of visitors who leave a website after viewing only one page, without taking any action.

The process of attracting and converting strangers into prospects who have indicated interest in your company's product or service.

A form of online advertising that targets users who have previously visited your website but did not convert.

A method of comparing two versions of a webpage or ad against each other to determine which one performs better.

Code that you put on your website to help search engines return more informative results for users.

Search Engine Results Page. The page displayed by a search engine in response to a user's query.

A search engine ranking score that predicts how likely a website is to rank on search engine result pages.

Cost Per Click. The amount you pay for each click on your PPC ad.

Click-Through Rate. The ratio of users who click on a specific link to the number of total users who view a page, email, or ad.

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