Marketing Glossary

// term: definition

// SEO TERMS
Backlink: A hyperlink from another website pointing to yours — a signal of trust and authority.
Canonical Tag: HTML tag telling search engines which URL is the "master" version to index.
Core Web Vitals: Google's 3 UX metrics: LCP (load speed), INP (interactivity), CLS (visual stability).
Crawling: Process by which Googlebot discovers your pages by following links.
Domain Authority (DA/DR): 0-100 score predicting ranking potential based on backlink profile.
E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness — Google's quality signals.
Featured Snippet: A boxed answer shown at position #0 in Google search results.
Indexing: Process of Google storing and understanding your page content for ranking.
JSON-LD: JavaScript Object Notation for Linked Data — the recommended way to add schema markup.
Keyword Intent: The goal behind a search query: informational, navigational, commercial, transactional.
Long-Tail Keyword: Specific, lower-volume keyword phrase with higher intent and easier ranking.
Meta Description: 150-160 char page summary shown in SERPs — affects CTR, not rankings directly.
Robots.txt: File instructing crawlers which pages not to access.
Schema Markup: Structured data that helps search engines understand your content.
Search Intent: What the user actually wants to find or do with their query.
Sitemap: XML file listing your pages to help search engines discover and index them.
Technical SEO: Optimizing a website's infrastructure for search engine crawling and indexing.
Title Tag: 50-60 char HTML element defining the page title shown in SERPs — most important on-page factor.
Topic Cluster: Group of interlinked content around a central pillar page signaling topical authority.

// ADS TERMS
Ad Fatigue: Performance decline when an audience has seen the same ad too many times.
Advantage+: Meta's AI-driven targeting that automatically expands beyond your defined audience.
Attribution: Process of assigning credit to marketing touchpoints that led to a conversion.
CPA: Cost Per Acquisition — total ad spend divided by number of conversions.
CPM: Cost Per Mille — cost per 1,000 ad impressions.
Conversions API: Server-side tracking that bypasses browser privacy restrictions (Meta/Google).
Demand Gen: Google campaign type serving visual ads in YouTube, Gmail, and Discover feeds.
Lookalike Audience: Meta audience of people similar to your existing customers or list.
Meta Pixel: JavaScript snippet tracking user behavior on your site for Meta ad optimization.
Negative Keywords: Keywords that prevent your Google ad from showing for irrelevant searches.
Performance Max (PMax): AI-driven Google campaign type running across all Google channels.
Quality Score: Google's 1-10 rating of your keyword + ad + landing page relevance.
Retargeting: Showing ads to people who previously visited your site or engaged with your content.
ROAS: Return on Ad Spend — revenue generated divided by ad spend.
Responsive Search Ad (RSA): Google ad with up to 15 headlines/4 descriptions tested in combinations.
Smart Bidding: Google's automated bidding strategies: Target CPA, Target ROAS, Maximize Conversions.

// AI VIDEO TERMS
AI Avatar: AI-generated or AI-animated human presenter used in video content.
Atlabs AI: Text-to-video platform using 50+ AI models for fast marketing video creation.
HeyGen: AI avatar platform with industry-leading lip-sync and video translation in 40+ languages.
Synthesia: Enterprise-grade AI avatar platform with 240+ avatars and SCORM/LMS support.
Runway: Generative AI video tool for creating cinematic footage from text or image prompts.
Talking-Head Video: Video format featuring a person (real or AI) speaking directly to camera.
UGC (User-Generated Content): Authentic, consumer-style content that outperforms polished brand ads.

// EMAIL & DISTRIBUTION TERMS
CAC: Customer Acquisition Cost — total marketing and sales spend divided by new customers acquired.
Content Cluster: Set of related content pages linked to a central pillar page.
Lead Magnet: Free resource (tool, template, guide) offered in exchange for an email address.
LTV: Lifetime Value — total revenue expected from a customer over their entire relationship.
NAP: Name, Address, Phone — must be consistent across all local business listings.
UTM Parameter: Tags appended to URLs to track campaign source, medium, and name in analytics.