Glossary
165- A
A/B test
Showing two versions of a page, email or ad to similar audiences at the same time to see which one performs better on one chosen metric.
A/B Test Hypothesis Writer Abandoned cart
A shopping cart a visitor started but did not check out.
Abandoned Cart Email Flow WriterAbove the fold
The part of a page visible before a visitor scrolls.
Landing Page CRO TeardownAd group
A container inside a search campaign that holds related keywords and the ads shown for them.
Responsive Search Ad Copy BuilderPPC Landing Page Message Match ReviewAd rank
The value Google Ads uses to decide whether and where an ad shows, based on bid, ad quality and other factors.
Advantage+
Meta's set of automated campaign options that let its system choose audiences, placements or creative combinations.
Meta Advantage+ features - Meta Business Help CenterAEO (answer engine optimization)
Work that helps a brand be found, cited and described correctly in answers from AI assistants and answer features in search.
AI Answer Visibility AuditFAQ Schema and llms.txt BuilderAI Mode
A Google Search mode that answers complex questions with an AI response and supporting links, using a query fan-out across related searches.
AI Answer Visibility AuditAI features and your website - Google Search CentralAI Overviews
AI generated summaries Google shows at the top of some search results, often with links to sources.
AI Answer Visibility AuditAI features and your website - Google Search CentralAlt text
A short written description of an image, read by screen readers and used by search engines.
Anchor text
The clickable words of a link.
Internal Link Opportunity FinderAnomaly
A data point that differs from the expected range enough to investigate.
GA4 Weekly Anomaly ReportAOV (average order value)
Total revenue divided by number of orders over a period.
Attribution model
A rule for splitting credit for a conversion across the touchpoints that came before it.
Marketing Attribution NotesAudience signal
A hint such as a customer list or interest that guides an automated campaign toward likely buyers without strictly limiting it.
- B
Backlink
A link from another website to yours.
Battlecard
A short sales document that explains how to compete against one rival.
Competitor Battlecard BuilderBIMI
A standard that can show a brand's logo next to authenticated emails in supporting inboxes. It requires a DMARC policy at enforcement (quarantine or reject).
Email Deliverability Health CheckImplementation Guide - BIMI GroupBounce rate (email)
The share of sent emails that could not be delivered.
Email Deliverability Health CheckBrand voice
The consistent personality and wording a brand uses.
Social Content Calendar PlannerBranded query
A search that includes your brand or product name.
Broad match
A keyword match type that lets ads show for searches related to the keyword's meaning, not only its words.
Google Ads Wasted Spend AuditAbout keyword matching options - Google Ads HelpBusiness portfolio
Meta's container for a business's Pages, ad accounts, pixels and people, managed in Meta Business Suite. It replaced the Business Manager name.
About business portfolios - Meta Business Help CenterBuyer persona
A written profile of a type of buyer, ideally built from interviews and data.
Positioning Memo Builder- C
CAC (customer acquisition cost)
What it costs on average to win one new customer, usually marketing and sales spend divided by new customers.
Cannibalization
When several of your own pages compete for the same search query and split ranking signals.
Keyword Cluster MapperCanonical tag
A tag telling search engines which URL is the main version when several pages have similar content.
Technical SEO Crawl TriageCase study
A story of how a real customer used a product and what changed, with evidence.
Customer Case Study DrafterChurn
Customers who cancel or stop buying over a period.
Win-Back Email Sequence WriterCitation (local SEO)
A listing of a business's name, address and phone number on another site, such as a directory.
Click-through rate (CTR)
Clicks divided by impressions.
Client report
A periodic summary an agency sends a client on results and next steps.
Agency Monthly Client Report WriterAgency Cross Channel KPI RollupCohort
A group of users who share a start point, such as signup month, tracked over time.
Consent mode
A Google setting that adjusts how tags behave based on a visitor's cookie consent choices.
GA4 Event Tracking PlanSet up consent mode on websites - Google Tag PlatformContent brief
Instructions for a writer covering the target query, audience, angle, outline and facts to include.
SEO Content Brief BuilderContent Brief QA CheckerContent calendar
A dated schedule of planned content.
Social Content Calendar PlannerContent decay
A gradual loss of traffic or rankings on a piece of content over time.
Content Decay Refresh PlannerContent pillar
A core theme a brand posts or publishes about repeatedly.
Social Content Calendar PlannerConversion
A valuable action you count, such as a purchase, signup or lead.
Conversion rate
Conversions divided by visitors, sessions or clicks, depending on the definition used.
Landing Page CRO TeardownConversions API
Meta's server-to-server way of sending conversion events. When it runs alongside the browser pixel, send the same event name and event ID from both so Meta can deduplicate.
Handling duplicate Pixel and Conversions API events - Meta for DevelopersCore Web Vitals
Google's user experience metrics for loading (Largest Contentful Paint), responsiveness (Interaction to Next Paint) and visual stability (Cumulative Layout Shift).
Technical SEO Crawl TriageUnderstanding Core Web Vitals and Google search results - Google Search CentralCPA (cost per acquisition)
Ad spend divided by conversions.
Google Ads Wasted Spend AuditCPC (cost per click)
Ad spend divided by clicks.
Google Ads Wasted Spend AuditCPM
Cost per thousand impressions.
Crawl budget
How many URLs a search engine is willing and able to crawl on a site in a given time.
Technical SEO Crawl TriageCrawl export
A file of URLs and their technical attributes produced by a crawler tool.
Technical SEO Crawl TriageCrawler
A program that fetches web pages, such as Googlebot.
Technical SEO Crawl TriageCreative fatigue
Declining ad results as the same audience sees the same creative too often.
Paid Social Creative Test PlanCRO (conversion rate optimization)
Improving the share of visitors who take a desired action through research and testing.
Landing Page CRO TeardownA/B Test Hypothesis WriterCustomer Match
Google Ads feature for targeting or excluding people from your own customer list.
Data layer
A JavaScript object on a site that passes structured information to a tag manager.
GA4 Event Tracking PlanDeliverability
Whether emails reach the inbox rather than spam or nowhere.
Email Deliverability Health CheckDemand generation
Marketing that creates interest and pipeline, not only captures existing demand.
Disavow
Telling Google to ignore specific links pointing to your site. Google says most sites do not need it.
Disavow links to your site - Search Console HelpDKIM
An email authentication method that signs messages so receivers can check they were not altered.
Email Deliverability Health CheckDMARC
An email policy that tells receivers what to do with mail failing SPF or DKIM checks and sends reports.
Email Deliverability Health Check- E
E-E-A-T
Experience, expertise, authoritativeness and trust: ideas from Google's quality rater guidelines.
Engagement rate
Interactions divided by reach or impressions, depending on the platform's definition.
Enhanced conversions
A Google Ads feature that sends hashed first-party data such as email from conversion pages to improve conversion measurement.
About enhanced conversions - Google Ads HelpEntity
A distinct, identifiable thing such as a company, person or product that search engines and assistants track.
Brand Entity Consistency CheckerEvent (analytics)
A recorded user action such as a click, form submit or purchase.
GA4 Event Tracking PlanExact match
A keyword match type that shows ads for searches with the same meaning or intent as the keyword.
About keyword matching options - Google Ads HelpExperiment (Google Ads)
A controlled test that splits traffic between an original and a changed campaign.
Featured snippet
A highlighted answer box at the top of some Google results.
First-party data
Data you collect directly from your own customers and visitors.
Frequency
The average number of times one person saw your ad.
Paid Social Creative Test PlanFunnel
The stages people move through from first awareness to purchase.
- G
GA4
Google Analytics 4, Google's current web and app analytics product.
GA4 Event Tracking PlanGA4 Weekly Anomaly Report Gated content
Content that requires a form fill to access.
Geo-grid
A rank tracking view that checks local rankings from many points on a map.
Google Business Profile
Google's free business listing that appears in Maps and local results.
Local Review Response DrafterGoogle Tag Manager
A Google tool for managing tracking tags on a site without editing code each time.
GA4 Event Tracking PlanGoogle-Extended
A robots.txt product token that controls whether Google may use a site's content to train and ground Gemini models. It does not affect Google Search inclusion or ranking.
Google's common crawlers - Google for Developers- H
Headless commerce
An ecommerce setup where the storefront is built separately from the commerce backend.
Holdout test
An experiment that withholds marketing from a group to measure its true effect.
Hook
The opening line or seconds of content meant to earn attention.
Short-Form Video Script WriterBlog Post to X ThreadHreflang
An annotation telling search engines which language or regional version of a page to show.
- I
ICP (ideal customer profile)
A description of the company or customer type that gets the most value and is best to target.
Positioning Memo Builder Incrementality
The result that would not have happened without a given marketing activity.
Marketing Attribution NotesIndexing
A search engine storing a page so it can appear in results.
Technical SEO Crawl TriageIntent (search)
What a searcher is trying to do, such as learn, compare or buy.
Keyword Cluster MapperSEO Content Brief BuilderInternal link
A link from one page on your site to another page on the same site.
Internal Link Opportunity Finder- J
JSON-LD
A format for adding structured data to a page in a script block.
Schema Markup Gap CheckerFAQ Schema and llms.txt Builder - K
Key event
A GA4 event marked as important to the business, formerly called a conversion in GA4. In GA4, conversion now means a Google Ads conversion.
GA4 Event Tracking PlanConversions vs. key events in Google Analytics - Analytics Help Keyword cluster
A group of keywords with the same intent that one page can target.
Keyword Cluster Mapper- L
Landing page
The page a visitor lands on after clicking an ad, email or link.
Landing Page CRO TeardownPPC Landing Page Message Match Review Last click
An attribution rule that gives all credit to the final touchpoint before a conversion.
Marketing Attribution NotesLaunch plan
A dated list of tasks and owners for releasing a product.
Product Launch Plan BuilderLaunch tier
A label that sets how much marketing effort a release gets.
Product Launch Plan BuilderLead magnet
A free resource offered in exchange for contact details.
Lead scoring
Points assigned to leads based on fit and behavior to prioritize follow-up.
Lifecycle marketing
Messages tied to where a customer is in their relationship with a brand, from signup to loyalty.
Welcome Email Sequence WriterWin-Back Email Sequence WriterLinear attribution
An attribution rule that splits credit equally across all touchpoints.
Marketing Attribution Notesllms.txt
A proposed Markdown file at /llms.txt that summarizes a site and links its key pages for language models. Google says no such file is needed to appear in AI Overviews or AI Mode.
FAQ Schema and llms.txt BuilderThe /llms.txt file - llmstxt.orgAI features and your website - Google Search CentralLocal pack
The map and business listings block in local search results.
Local Review Response DrafterService Area Page PlannerLookalike audience
An ad audience built from people similar to a source list.
LTV (lifetime value)
The total revenue or margin expected from a customer over their relationship with you.
- M
Marketing mix model (MMM)
A statistical model that estimates each channel's contribution to sales from historical spend and results.
Match type
The setting that controls how closely a search must match a keyword for an ad to show.
Google Ads Wasted Spend AuditAbout keyword matching options - Google Ads HelpMessage match
How closely a landing page repeats the promise of the ad or link that sent the visitor.
PPC Landing Page Message Match ReviewMeta description
A page summary in the HTML head that search engines may show under the title.
MQL
Marketing qualified lead: a lead marketing judges ready for sales follow-up by agreed rules.
- N
NAP
Name, address and phone number, kept consistent across local listings.
Brand Entity Consistency Checker Negative keyword
A term that stops your ads from showing for searches that contain it.
Google Ads Wasted Spend AuditNet revenue retention
Revenue kept from existing customers after expansion, downgrades and churn, as a share of the starting revenue.
Noindex
A directive telling search engines not to include a page in results.
Technical SEO Crawl TriageNPS
Net Promoter Score: a survey measure based on how likely customers are to recommend you.
- O
Open rate
Opens divided by delivered emails. Less reliable since Apple Mail Privacy Protection.
Newsletter Performance Review Organic traffic
Visits from unpaid search results.
Content Decay Refresh PlannerOrphan page
A page with no internal links pointing to it.
Internal Link Opportunity FinderPerformance Max
A Google Ads campaign type that runs across Google's channels from one set of assets and goals.
About Performance Max campaigns - Google Ads HelpPillar page
A broad page on a topic that links to detailed pages on subtopics.
Keyword Cluster MapperPipeline
Open sales opportunities and their value.
Pitch (PR)
A short email offering a journalist a story.
PR Pitch Email DrafterPixel
A snippet of code that reports site actions to an ad platform.
Positioning
How a product is defined against alternatives for a specific customer.
Positioning Memo BuilderPQL
Product qualified lead: a user whose product usage shows buying intent.
Press release
A formal announcement written for media.
PR Pitch Email DrafterPreview text
The snippet shown after the subject line in many inboxes.
Welcome Email Sequence WriterProgrammatic SEO
Creating many pages from a template and dataset to target a query pattern.
- Q
Quality Score
Google Ads' keyword-level 1 to 10 diagnostic built from expected CTR, ad relevance and landing page experience. It is not an input to the ad auction.
PPC Landing Page Message Match ReviewAbout Quality Score for Search campaigns - Google Ads Help - R
Redirect (301)
A permanent forward from one URL to another.
Technical SEO Crawl Triage Remarketing
Showing ads to people who already visited or interacted with you.
Repurposing
Turning one piece of content into new formats for other channels.
Webinar to LinkedIn PostsBlog Post to X ThreadReview response
A public reply from a business to a customer review.
Local Review Response DrafterRich result
A search result with extra visual details, often enabled by structured data.
Schema Markup Gap CheckerROAS
Return on ad spend: revenue from ads divided by ad spend.
Robots.txt
A file telling crawlers which paths they may fetch.
Technical SEO Crawl TriageRSA (responsive search ad)
A Google search ad built from up to 15 headlines (30 characters each) and up to 4 descriptions (90 characters each) that Google combines.
Responsive Search Ad Copy BuilderAbout responsive search ads - Google Ads Help- S
Sample size
The number of visitors or users needed per variant for a test to detect a chosen effect.
A/B Test Hypothesis Writer Schema markup
Structured data using Schema.org vocabulary that describes page content to machines.
Schema Markup Gap CheckerFAQ Schema and llms.txt BuilderSearch terms report
The list of actual searches that triggered your ads.
Google Ads Wasted Spend AuditSegment
A subset of an audience defined by shared traits or behavior.
Sender reputation
How mailbox providers judge a sender, based on complaints, bounces and engagement.
Email Deliverability Health CheckSentiment
Whether feedback is positive, negative or neutral.
Review Theme DigestService area page
A page targeting a service in a specific city or area.
Service Area Page PlannerShort-form video
Short vertical videos such as YouTube Shorts, Instagram Reels and TikToks. YouTube Shorts can now run up to three minutes.
Short-Form Video Script WriterUnderstand three-minute YouTube Shorts - YouTube HelpSitemap (XML)
A file listing URLs you want search engines to find.
Technical SEO Crawl TriageSKU
Stock keeping unit: an identifier for one product variant.
Spark Ads
A TikTok ad format that promotes existing organic posts.
Get started on TikTok Ads Manager (Spark Ads) - TikTokSPF
An email authentication record listing servers allowed to send for a domain.
Email Deliverability Health CheckSQL
Sales qualified lead: a lead sales has accepted as worth pursuing.
Statistical significance
A measure of how unlikely a test result would be if there were no real difference.
A/B Test Hypothesis WriterStructured data
Machine readable information added to a page, usually JSON-LD.
Schema Markup Gap CheckerSubject line
The headline of an email shown in the inbox.
Welcome Email Sequence WriterAbandoned Cart Email Flow WriterSunset policy
A rule for removing subscribers who have not engaged for a set time.
- T
Thread (X)
A connected series of posts on X.
Blog Post to X Thread Title tag
The HTML title of a page, often shown as the link in search results.
Touchpoint
Any interaction a person has with a brand before converting.
Marketing Attribution Notes- U
UGC
User generated content: posts, reviews or videos made by customers or creators.
UTM parameters
Tags added to URLs that tell analytics the source, medium and campaign of a visit.
UTM Taxonomy Audit- V
Value proposition
A clear statement of the benefit a product delivers and to whom.
Positioning Memo BuilderLanding Page CRO Teardown View-through conversion
A conversion credited to an ad that was seen but not clicked.
- W
Welcome series
Emails sent to new subscribers in the days after they join.
Welcome Email Sequence Writer Win-back
A campaign aimed at lapsed customers.
Win-Back Email Sequence WriterWin/loss analysis
Research into why deals were won or lost.
Competitor Battlecard Builder- Z
Zero-click search
A search where the user gets an answer on the results page and does not click through.
AI Answer Visibility Audit
Nothing matches