Glossary
Digital marketing terms, defined by practitioners
Clear definitions for the terms that come up in media planning, paid media, programmatic, and search. Written by the people who run the accounts.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Results 1
Showing items 1 to3 of 6
Above the Fold
abv
Above the fold is the upper portion of a webpage that is visible when you land on that page. The term originated from early newspaper marketing tactics.AI SEO
A
AI Overview
(AIO)
Google's synthesized summary block that blends sources, snippets, and follow-up prompts. AIOs appear above organic results and can absorb clicks that would otherwise go to your site, making it important to show up as a cited source.A
Attribution Modeling
A marketing attribution model is a system of quantifying the value created in each step of the customer journey.A
Audience Intelligence
Audience intelligence is the practice of collecting and analyzing data about specific groups of people to understand their motivations, behaviors, and interests. It powers smarter marketing decisions.A
Audience Segmentation
Audience segmentation is the process of dividing a broad target audience into smaller groups based on shared characteristics to deliver more targeted, relevant marketing messages.A
Audience targeting
Audience targeting is the practice of segmenting potential customers by shared characteristics and delivering tailored marketing messages to each group. It improves relevance, engagement, and return on ad spend.A
Customer Acquisition Cost
CAC
Customer acquisition cost, or CAC, is the average sales and marketing spend to win one new customer. It is calculated by dividing total acquisition costs by the new customers gained in the same period. Paid Search Services
C
Experience, Expertise, Authoritativeness, Trustworthiness
(E-E-A-T)
Google's quality framework for evaluating whether content comes from credible, knowledgeable sources with genuine authority on a topic. In AI search, E-E-A-T works less as a ranking factor and more as a trust filter: AI systems use these signals to decide which sources are credible enough to cite at all. That makes author credentials, original experience, and third-party validation even more important than in traditional SEO.E
Generative Engine Optimization
(GEO)
Generative engine optimization (GEO) is the practice of structuring content so AI search tools can find, understand, and cite it in generated answers. It is an extension of SEO, not a replacement, and the work runs through the same technical, content, and structured data foundations.AI SEO
G
Key Performance Indicator
(KPI)
A key performance indicator (KPI) is a measurable value that shows whether a business, campaign, or team is making progress toward a specific goal.Paid Search Services
K
Landing Page
A landing page is a standalone web page built to drive one specific action from visitors who arrive from a marketing campaign. It removes the choices a normal page offers, leaving one meaningful next step.SEO
L
Marketing Analytics
Marketing analytics consists of all the processes and technologies that allow marketers to measure and evaluate the success of their marketing strategies.M
Marketing Funnel
A marketing funnel is a break down of the path customers take starting from the awareness of your business to the purchase or conversion on your website.M
Marketing Funnel
A marketing funnel is a model of the stages buyers move through from awareness to purchase. Marketers use it to spot where potential customers drop off before buying, so they know which stage needs more attention.AI SEO
M
Meta Data
Metadata is the HTML information that describes a page's content to search engines and browsers, including the title tag, meta description, and robots directives.SEO
M
Negative Keywords
Negative keywords are search terms you exclude from a campaign so your ads are not eligible to show on them. They apply at the account, campaign, ad group, or shared list level. Each one is set to broad, phrase, or exact match. Paid Search Services
N
People Also Ask
(PAA)
A search result feature listing related user questions. PAA serves as a valuable source of high-probability follow-ups to seed FAQs and hub sub-sections.P
Performance Max
(PMax)
Performance Max is a Google Ads campaign type that runs a single campaign across all Google inventory, including Search, YouTube, Display, Discover, Gmail, and Maps. Google's automation handles bidding, targeting, and placement using the conversion goals and creative assets you supply.Paid Search Services
P
PPC
PPC (pay-per-click) is an advertising model that allows marketers to place ads on a platform and pay for each time their ad receives a click.P
Qualified Lead
(QL)
A qualified lead (QL) is a prospective customer that has met pre-determined criteria indicating they are sales-ready.Q
Quality Score
A quality score is a metric used by advertising platforms to rate the relevance and quality of your PPC advertisements and keyword targeting.Q
Return on Ad Spend
(ROAS)
Return on Ad Spend (ROAS) is a marketing metric that measures the total amount of revenue generated for every dollar spent on digital advertising as part of a paid media or PPC campaign.R
Return on Investment
(ROI)
Return on Investment (ROI) is a metric used by marketers to evaluate the performance of a campaign in terms of its overall profitability and impact on business success.R
Schema Markup
JSON-LD
Schema markup is structured data code added to a page's HTML that describes its content to search engines using the shared Schema.org vocabulary. It labels what a page is about rather than changing what visitors see.AI SEO
S
Search Engine Marketing
(SEM)
Search engine marketing (SEM) is a digital marketing strategy that is used to increase the visibility of a website or page in search engine results pages.S
Search Engine Optimization
(SEO)
SEO (search engine optimization) is a highly involved and focused process of getting webpages to rank higher in search engines such a Google.S
Search Engine Results Page
(SERP)
SERP (search engine results page) is a list of webpages that appears after someone searches on Google and other search engines.S
Search Intent
Search intent is the goal a person is trying to accomplish when they enter a query into a search engine. Search engines use it to decide which results to show, and marketers use it to decide what kind of page to build. AI SEO
S
Semantic Search
Query matching based on meaning and intent rather than exact keyword overlap. For example, searching for "how to reduce customer churn" can surface content titled "retention strategies that work" even without shared keywords. Understanding semantic search helps explain why topic coverage and conceptual depth matter more for AI retrieval than keyword density.S
Share of Voice
SOV
Share of voice is the percentage of total market activity in a category that belongs to one brand, measured across paid media, organic search, or online conversation. It shows a brand's visibility relative to its competitors, not its performance in isolation.AI SEO
S
Target Audience
A target audience is the demographic of people determined internally to be interested in your products or services.T
Topical Authority
Topical authority is the depth and completeness of a site's coverage of one subject. It is built by publishing related pages that answer the full range of questions a reader has about that subject, rather than one page that tries to cover everything. Search engines and AI systems use it as a signal of whether a site is a credible source on that subject.
SEO
T
Triple
A three-part fact in Subject-Predicate-Object format that knowledge graphs use to store relationships (e.g., "Animalz → provides → content marketing services"). Writing in clear, factual statements that follow this pattern reduces guesswork for AI systems and makes your content easier to index and retrieve.T
There are no available items matching the current filters.
Reset All
.png)
