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Glossary Updated: February 2026

Digital Marketing Glossary

252+ terms explained in plain language

A

Web Design

A/B Testing

Comparing two versions of a webpage to see which performs better. You show version A to half your visitors and version B...

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Abandoned Cart Email

Automated emails sent when someone adds products to their shopping cart but doesn't complete the purchase, recovering po...

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Above the Fold

The portion of a webpage visible without scrolling. Critical content, headlines, and Call To Actions should appear above...

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Accessibility

Making your website usable by people with disabilities, visual, auditory, motor, and cognitive. This includes proper Alt...

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Ad Rank

The calculation determining where your ad appears in Google Ads results. Ad Rank = Bid × Quality Score × Expected Impact...

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ADA Compliance

Making your website accessible to people with disabilities, as covered by the Americans with Disabilities Act and interp...

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AI Answer Engine

AI-powered tools designed to directly answer questions rather than provide links, Perplexity, You.com, and Bing Chat. An...

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AI Citation

When an AI system references or attributes information to your website or content. In Perplexity, citations appear as fo...

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AI Hallucination

When AI generates confident but factually incorrect information, making up business details, fake citations, or wrong cl...

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AI Optimization

The practice of optimizing your digital presence to be discovered, understood, and recommended by AI systems like Chatgp...

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AI Recommendation

When an AI assistant suggests your business in response to a user query, "Based on your needs, I'd recommend [Your Busin...

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AI Search

Search experiences powered by AI that provide direct answers rather than just links, Perplexity, Chatgpt's browsing mode...

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AI Source Verification

How AI systems validate information accuracy before including it in responses. Advanced AI tools cross-reference multipl...

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AI Visibility

How visible your brand is across AI-powered experiences, Chatgpt, Claude Ai, Perplexity, Gemini, and AI features in trad...

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Algorithm

The complex set of rules Google uses to rank websites. Google updates its algorithm thousands of times per year, with ma...

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Alt Text

Descriptive text added to images that tells search engines (and screen readers) what an image shows. Good alt text is sp...

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Anchor Text

The clickable text in a hyperlink. When someone links to your site with anchor text like "Denver plumber," it signals to...

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Attorney Advertising

Specific regulations governing how lawyers can advertise, set by state bar associations. Rules vary widely, some states...

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Attribution Model

The rule determining which marketing touchpoints receive credit for a conversion. A customer might see a Facebook ad, se...

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Average Position

In Google Search Console, the average ranking position for a query or page in Google search results. Position 1 is the t...

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B

SEO

Backlink

A link from one website to another, also called an "inbound link" or "incoming link." Backlinks are a crucial ranking fa...

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Benchmark

Performance standards used for comparison, either industry averages or your own historical data. Benchmarks answer "is t...

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Black Hat SEO

SEO tactics that violate search engine guidelines, Keyword Stuffing, Link Farms, Cloaking, hidden text, and Pbns. Black...

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Bounce Rate

The percentage of visitors who leave your site after viewing only one page without any interaction. A high bounce rate (...

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Brand Awareness

How familiar your target audience is with your brand. Brand awareness ranges from zero recognition to "top of mind" when...

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Brand Guidelines

A document specifying how to correctly use brand elements, Logo Design sizes and spacing, color codes, typography rules,...

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Brand Identity

The visible elements of a brand that identify and distinguish it in consumers' minds. Brand identity includes the Logo D...

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Brand Mention

Any reference to your business name in AI responses, articles, or online discussions, even without a link. Brand mention...

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Brand Messaging

The core messages your brand communicates, what you do, who you serve, why it matters, and what makes you different. Bra...

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Brand Positioning

How you want your brand to be perceived relative to competitors in customers' minds. Positioning is strategic: are you t...

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Brand Voice

The personality and emotion conveyed through your brand's written and spoken communication. Brand voice is consistent ac...

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C

Web Design

Call to Action

An element prompting visitors to take a specific action, "Call Now," "Get a Free Quote," "Schedule Appointment." Effecti...

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Campaign Tracking

The practice of tagging and organizing marketing efforts for accurate performance measurement. Campaign tracking ensures...

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CAN-SPAM

The Controlling the Assault of Non-Solicited Pornography And Marketing Act, a US law regulating commercial email since 2...

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Canonical Tag

An HTML element that tells search engines which version of a page is the "main" one. If you have similar content accessi...

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CCPA

The California Consumer Privacy Act, a state law giving California residents rights over their personal data, including...

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CDN

Content Delivery Network, servers distributed globally that deliver your website from locations closer to your visitors....

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ChatGPT

OpenAI's conversational AI, one of the most popular Large Language Models. ChatGPT (and its browsing feature) can answer...

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Citation Cleanup

The process of finding and fixing incorrect business information across the web. Old addresses, wrong phone numbers, and...

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Claude AI

Anthropic's conversational AI assistant, known for nuanced reasoning and safety features. Like Chatgpt, Claude can recom...

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Click-to-Open Rate

The percentage of email openers who clicked a link, Clicks ÷ Opens × 100. This measures how compelling your email conten...

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Clicks (Search)

In Google Search Console, the number of times users clicked through to your website from search results. Clicks represen...

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Cloaking

Showing different content to search engines than to users, a serious Black Hat Seo violation. For example, showing keywo...

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Cohort Analysis

Grouping users by shared characteristics (usually acquisition date) and analyzing their behavior over time. A cohort mig...

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Content Audit

A comprehensive review of all content on your website to assess performance and quality. Content audits identify what to...

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Content Calendar

A schedule planning what content to publish and when. Content calendars maintain consistency, align with marketing campa...

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Content Cannibalization

Content cannibalization occurs when multiple pages on your website target the same keyword or topic, forcing them to com...

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Content Distribution

How you get your content in front of people beyond organic search, email newsletters, social media, partnerships, paid p...

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Content Gap

A content gap is a topic, keyword, or question that your target audience searches for but your website doesn't address,...

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Content Pillar

A comprehensive piece of content covering a broad topic, supported by related "cluster" content linking back to it. The...

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Content Refresh

Updating existing content to keep it accurate, relevant, and competitive. Content refresh is often more valuable than cr...

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Content Strategy

The planning, creation, and management of content to achieve business goals. A content strategy defines what content to...

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Contractor Marketing

Marketing specifically for construction contractors, remodelers, and home improvement businesses. Focuses on Local Seo,...

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Conversational Intent

The user's goal when asking AI a natural language question, similar to Search Intent but for conversational queries. "Fi...

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Conversational Search

Search behavior using natural language questions rather than keyword strings, "Where's a good family dentist in Denver t...

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Conversion Rate

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

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Conversions (GA4)

In Google Analytics 4, any event you designate as particularly valuable to your business. Mark events as conversions to...

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Cookie Consent

Permission from website visitors before setting non-essential cookies on their devices, typically obtained through a con...

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Copywriting

Writing specifically designed to persuade readers to take action, buy, call, subscribe, or click. Copywriting differs fr...

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Core Web Vitals

A set of specific metrics that Google uses to measure user experience on web pages. The three Core Web Vitals are LCP (L...

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Cost Per Acquisition

The total cost to acquire one customer or lead through advertising. CPA = Total Ad Spend ÷ Number of Conversions. CPA is...

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Cost Per Click

The actual amount you pay when someone clicks your ad. CPC varies dramatically by industry, legal keywords can cost $50+...

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Crawl Budget

The number of pages Google will crawl on your site within a given timeframe. For most small business sites, this isn't a...

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Crawling

How search engines discover your website's pages. Google sends automated programs called "crawlers" or "spiders" to foll...

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Cross-Domain Tracking

Configuring analytics to track users across multiple domains as a single session. If your main site is example.com but c...

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CTR (Click-Through Rate)

The percentage of Impressions that result in Clicks Search, calculated as Clicks ÷ Impressions × 100. In Google Search C...

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Custom Dimensions

User-defined attributes in Google Analytics 4 that extend default tracking with business-specific data. While GA4 tracks...

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Customer Acquisition Cost

The total cost to acquire one new customer, all marketing and sales expenses divided by number of new customers. CAC = T...

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D

Analytics

Dashboard

A visual display consolidating key metrics for quick understanding of performance. Good dashboards show Kpis at a glance...

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Data Aggregators

Companies that collect and distribute business data to hundreds of directories. The major aggregators (Data Axle, Locale...

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Data Sampling

When analytics tools analyze a subset of data rather than 100% of records, trading accuracy for speed on large datasets....

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Data-Driven Attribution

An Attribution Model using machine learning to determine how much credit each touchpoint deserves based on actual conver...

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Digital PR

Using public relations tactics to earn Backlinks and brand mentions from journalists, bloggers, and publishers. Unlike t...

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Direct Traffic

Visitors whose source Google Analytics 4 cannot identify, often arriving by typing your URL directly, using bookmarks, o...

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DNS

Domain Name System, the internet's phone book that translates Domain Names into IP addresses. When someone types your UR...

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Domain Authority

A third-party metric (created by Moz) that predicts how likely a domain is to rank in search results. Scored 1-100, it's...

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Domain Name

Your website's address (like "yourbusiness.com") that people type to visit your site. Choose a domain that's memorable,...

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Doorway Pages

Low-quality pages created solely to rank for specific search queries and funnel users to other pages. Often used for Loc...

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Double Opt-In

A subscription process requiring email confirmation before adding someone to your Email List, they sign up, then must cl...

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Drip Campaign

A series of pre-written emails sent automatically over time, "dripping" messages at scheduled intervals. Unlike one-off...

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Duplicate Content

Identical or very similar content appearing at multiple URLs. This confuses search engines about which version to rank....

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Dynamic Content

Email content that changes based on subscriber attributes or behavior, showing different content to different people wit...

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E

SEO

E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is Google's framework for evaluatin...

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Email Authentication

Technical protocols proving you're authorized to send email from your domain, essential for Email Deliverability. Withou...

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Email Automation

Emails that send automatically based on triggers, timing, or subscriber behavior, not manually written and sent each tim...

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Email Bounce Rate

The percentage of emails that couldn't be delivered, returned by the recipient's email server. Bounces are either Hard B...

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Email CTA

The call-to-action in your email, the button or link you want recipients to click. Every email should have one primary C...

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Email Deliverability

The ability to reach subscribers' inboxes rather than spam folders or getting blocked entirely. You can write perfect em...

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Email List

Your collection of email addresses from customers and prospects who've given permission to receive your communications....

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Email Marketing

Marketing directly to customers and prospects through email, newsletters, promotions, follow-ups, and automated sequence...

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Email Personalization

Customizing email content based on subscriber data, beyond just inserting their name. True personalization uses behavior...

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Email Segmentation

Dividing your Email List into groups based on shared characteristics, location, purchase history, interests, engagement...

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Engagement Rate (GA4)

A Google Analytics 4 metric measuring the percentage of "engaged sessions", sessions lasting longer than 10 seconds, hav...

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Entity Recognition

How AI systems identify and understand distinct entities, people, places, organizations, concepts. When AI recognizes yo...

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Events (GA4)

The fundamental unit of measurement in Google Analytics 4, every user interaction is tracked as an event. Unlike Univers...

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Evergreen Content

Content that remains relevant and valuable long after publication, as opposed to news or trending topics. "How to Fix a...

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Exit Rate

The percentage of visitors who leave your site from a specific page, distinct from Bounce Rate, which measures single-pa...

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External Linking

Links from your website to other websites. Linking to authoritative sources (like government sites, research papers, or...

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G

Content

Gated Content

Content hidden behind a form requiring contact information to access, opposite of freely available content. Gate your be...

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GBP Attributes

Details about your business shown in Google Business Profile, "Women-owned," "Wheelchair accessible," "Free Wi-Fi," "LGB...

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GBP Categories

Business categories you select in Google Business Profile that tell Google what type of business you are. Your primary c...

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GBP Q&A

The questions and answers section on your Google Business Profile where anyone can ask questions and anyone can answer....

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GDPR

The General Data Protection Regulation, a European Union law governing how businesses collect, store, and use personal d...

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Gemini

Google's advanced AI assistant (formerly Bard), integrated into Google Search and other products. Gemini powers AI Overv...

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Geo-Targeting

Optimizing content and marketing for specific geographic areas. In Local Seo, this means targeting city names, neighborh...

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Google Ads

Google's advertising platform (formerly AdWords) for Pay Per Click ads in search results, display networks, YouTube, and...

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Google Analytics 4

Google's current analytics platform (GA4), which replaced Universal Analytics in July 2023. Unlike its predecessor that...

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Google Business Profile

The free Google listing that displays your business in Maps and local search results (formerly Google My Business). Your...

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Google Maps Ranking

Where your business appears when someone searches directly in Google Maps. Rankings depend on Proximity Factor, Relevanc...

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Google Penalty

A punishment Google applies to websites violating its guidelines, either through manual review or Algorithm updates. Pen...

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Google Posts

Mini-updates you can publish to your Google Business Profile, offers, events, news, or products. Posts appear in your GB...

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Google Search Console

Google's free tool showing how your website performs in Google search, what queries bring visitors, which pages rank, an...

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Gray Hat SEO

SEO tactics in the murky area between White Hat Seo and Black Hat Seo, not explicitly forbidden but potentially risky. E...

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Guaranteed Rankings

A major red flag when SEO agencies promise specific ranking positions. Nobody can guarantee rankings, not even Google em...

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Guest Posting

Writing articles for other websites in exchange for a Backlink to your site. Quality guest posting means contributing ge...

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H

Email Marketing

Hard Bounce

An email returned because the address is permanently undeliverable, the address doesn't exist, the domain is invalid, or...

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Header Tags

HTML elements (H1, H2, H3, etc.) that structure your content hierarchically. Your H1 is the main title, use only one per...

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Headless CMS

A content management system that separates content storage from website display. Unlike Wordpress where content and pres...

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Headline

The title or main heading of content, often the most important element for engagement. Headlines determine whether peopl...

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Heat Mapping

Visual representation of where users click, scroll, and focus attention on your pages. Heat maps show what's working and...

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HIPAA Compliance

Legal requirements for protecting patient health information that affect websites, forms, and digital marketing for heal...

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Home Services SEO

Local-seo strategies for contractors, plumbers, HVAC technicians, electricians, and similar service providers. Character...

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Hosting

The service that stores your website files and makes them accessible on the internet. Hosting quality directly impacts P...

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Hreflang

An HTML attribute that tells search engines which language and region a page is for. Essential for international Seo whe...

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Hyperlocal Targeting

Focusing Local Seo efforts on very specific geographic areas, neighborhoods, ZIP codes, or even individual streets. Usef...

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L

Web Design

Landing Page

A standalone web page designed for a specific campaign or goal, with minimal distractions and a focused Call To Action....

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Landing Page Report

Analytics report showing which pages serve as entry points to your website, where visitors' sessions begin. Different fr...

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Large Language Model

The AI technology (LLM) behind tools like Chatgpt, Claude Ai, and Gemini. LLMs are trained on massive amounts of text an...

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Last-Click Attribution

An Attribution Model giving 100% conversion credit to the final touchpoint before conversion. If someone clicks a Google...

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Lead

A potential customer who has expressed interest in your services, submitted a form, called, emailed, or engaged meaningf...

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Lead Magnet

Free valuable content offered in exchange for contact information, guides, checklists, templates, or videos. Lead magnet...

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Lead Nurturing

The process of building relationships with prospects over time until they're ready to buy, typically through Email Autom...

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Legal Marketing

Marketing for law firms and attorneys, including Seo, ads, and content. Legal marketing must comply with bar association...

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Lifetime Value

The total revenue a customer generates over their entire relationship with your business. LTV = Average Purchase Value ×...

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Linear Attribution

An Attribution Model distributing conversion credit equally across all touchpoints. If a customer interacted with your b...

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Link Building

The process of getting other websites to link back to yours. Quality matters more than quantity, one link from a respect...

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Link Farm

Networks of websites created solely to link to each other and manipulate rankings, a Black Hat Seo violation. Link farms...

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LLM Visibility

The degree to which your brand, content, or business appears in responses from Large Language Models like Chatgpt, Claud...

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Local Citations

Any online mention of your business's name, address, and phone number. Citations appear on business directories, review...

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Local Directories

Websites that list local businesses, Yelp, Yellow Pages, BBB, industry-specific directories. Listings on relevant direct...

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Local Keywords

Search terms that include geographic qualifiers, "plumber Denver," "best pizza near me," "24-hour locksmith downtown." K...

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Local Landing Pages

Web pages specifically optimized for local searches in each area you serve. If you're a plumber serving Denver, Aurora,...

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Local Link Building

Earning Backlinks from locally relevant sources, local news sites, community organizations, chambers of commerce, local...

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Local Pack

The box showing three local businesses with a map that appears for location-based searches (also called the "Map Pack" o...

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Local Schema

Schema-markup specifically for local businesses, LocalBusiness, its subtypes (Restaurant, Dentist, etc.), and related sc...

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Local SEO

A specialized branch of Seo focused on optimizing a business's online presence for location-based searches. Local SEO st...

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Logo Design

The creation of a visual symbol or mark that represents a brand. A well-designed logo is memorable, scalable, timeless,...

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Long-Form Content

In-depth content typically 1,500+ words that comprehensively covers a topic. Long-form content tends to rank better for...

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P

SEO

Page Authority

A third-party metric predicting how well a specific page will rank, versus Domain Authority which measures the whole web...

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Page Speed

How fast your website loads. Page speed is a ranking factor and hugely impacts User Experience, 53% of mobile users aban...

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Pages Per Session

The average number of pages visitors view during a single session. Higher pages-per-session indicates engaging content a...

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Pay Per Click

An advertising model where you pay each time someone clicks your ad, Google Ads, Facebook Ads, Microsoft Ads. PPC provid...

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PBN

Private Blog Network, a collection of websites owned by one entity used to artificially create Backlinks. Unlike Link Fa...

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Perplexity

An AI-powered search engine that provides cited answers by searching the web in real-time. Unlike Chatgpt, Perplexity al...

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Preview Text

The secondary text snippet shown after the Subject Line in inbox previews, your second chance to convince someone to ope...

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Privacy Policy

A legal document explaining what personal data your business collects, how you use it, who you share it with, and what r...

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Prominence

How well-known your business is, one of three main Local Seo ranking factors. Google measures prominence through links,...

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Proximity Factor

How close your business is to the searcher, one of three main Local Seo ranking factors. You can't change your location,...

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R

AIO

RAG

Retrieval-Augmented Generation, how AI tools like Perplexity combine real-time web search with AI response generation. R...

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Ranking Factors

The signals Google uses to determine where pages appear in search results. There are hundreds of factors, but the most i...

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Re-Engagement Campaign

Email sequence targeting subscribers who've stopped opening and clicking, an attempt to revive the relationship before r...

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Real-Time Analytics

Analytics data showing what's happening on your website right now, current active users, pages being viewed, and events...

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Rebranding

Significantly changing your Brand Identity, name, Logo Design, Visual Identity, Brand Messaging, or positioning. Rebrand...

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Referral Traffic

Visitors who arrive at your website by clicking a link on another website, not from search engines, ads, or direct visit...

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Relevance (Local)

How well your business matches what someone is searching for, one of three main Local Seo ranking factors. Improve relev...

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Reporting

The process of compiling analytics data into understandable summaries for stakeholders. Good reporting translates number...

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Reputation Management

The practice of monitoring and influencing how your business is perceived online. This includes Review Management, respo...

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Responsive Design

A web design approach that creates sites adapting seamlessly to different screen sizes and devices. Responsive design us...

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Retargeting

Showing ads to people who previously visited your website but didn't convert. Retargeting works because most visitors do...

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Return on Ad Spend

Revenue generated for every dollar spent on advertising. ROAS = Revenue ÷ Ad Spend. If you spend $1,000 on ads and gener...

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Review Management

The practice of monitoring, generating, and responding to online reviews. Reviews are a major Local Seo ranking factor a...

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Review Response

Replying to customer reviews on Google Business Profile and other platforms. Respond to every review, positive ones with...

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Review Velocity

The rate at which your business accumulates new reviews. Google values fresh, consistent reviews over a sudden burst fol...

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Rich Snippet

Enhanced search results that display extra information like star ratings, prices, cook times, or event dates. Rich snipp...

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Robots.txt

A text file that tells search engine crawlers which pages they can and can't access. It's a suggestion, not a rule, craw...

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ROI

Return on Investment, a measure of how much profit you make relative to what you spend. ROI = (Revenue - Cost) ÷ Cost ×...

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S

SEO

Schema Markup

Code you add to your website that helps search engines understand your content. Schema markup enables Rich Snippets in s...

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Scroll Depth

Measurement of how far down the page visitors scroll, typically tracked at 25%, 50%, 75%, and 90% thresholds. Google-ana...

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Search Engine Optimization

The practice of optimizing a website to improve its visibility and ranking in organic (non-paid) search engine results....

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Search Intent

The purpose or goal behind a user's search query. Understanding search intent is critical for Keyword Research and On Pa...

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Segment

A subset of analytics data based on specific criteria, mobile users, visitors from a particular city, converters, or any...

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Sender Reputation

A score email providers assign to your sending domain and IP address, determining whether your emails reach inboxes or s...

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SERP

Search Engine Results Page, what you see after typing something into Google. A SERP includes organic listings, paid ads,...

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SERP Features

Any result on a Serp that isn't a traditional organic listing. This includes Featured Snippets, Local Pack, Rich Snippet...

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Server-Side Tracking

Sending analytics data from your server rather than from the user's browser, more reliable and privacy-compliant than tr...

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Service Area Business

A business that serves customers at their location rather than a storefront, plumbers, landscapers, cleaning services. O...

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Session Duration

The average time visitors spend on your website during a single session. Longer sessions generally indicate engaging con...

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Shopify

A hosted e-commerce platform for building online stores without technical expertise. Shopify handles Hosting, security,...

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Sitemap

An XML file that lists all the pages on your website you want search engines to find. Think of it as a roadmap for Googl...

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Soft Bounce

A temporary email delivery failure, the address exists but the message couldn't be delivered right now. Common causes: r...

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Source Attribution

When AI systems identify where their information came from. Perplexity shows citations for every claim; Google's AI Over...

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Spam Complaint Rate

The percentage of recipients who mark your email as spam, the most damaging action for Sender Reputation. Even 0.1% comp...

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SPF, DKIM, and DMARC

The three pillars of Email Authentication. SPF (Sender Policy Framework) publishes a DNS record listing servers authoriz...

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SSL

Secure Sockets Layer (now actually TLS), security technology creating encrypted connections between servers and browsers...

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SSL Certificate

Security technology that encrypts data between your website and visitors (the "s" in "https"). SSL is a ranking factor,...

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Star Rating

Your average review score displayed in Google Business Profile and search results. Higher ratings improve click-through...

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Structured Content (AI)

Content organized for easy AI parsing, clear headings, bullet points, tables, FAQs, and Schema Markup. AI systems extrac...

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Structured Data

A standardized format for providing information about your pages. Schema Markup is the most common type, using JSON-LD c...

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Subject Line

The text recipients see before deciding whether to open your email, arguably the most important element of any email cam...

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