Glossary

Discover search marketing terms

A

Anchor Text

Anchor text is the text that appears highlighted in a hyperlink. When clicked, it opens up another web page on any domain.

B

Below the Fold

Below the fold is the content that is not immediately visible when they first land on the page so they must scroll down the webpage to view it.

Black Hat SEO

Black hat SEO is the practice of increasing a site’s authority or ability to rank on Google through techniques that violate their terms of service.

Broad Match Modifier

The broad match modifier is responsible for showing ads if the keywords show up in the search query in the exact or a similar variant form.

C

Call to Action (CTA)

A call to action (CTA) is a statement included above the fold on a landing page or at the end of a piece of content designed to get an immediate response from the reader.

Click Through Rate (CTR)

Click through rate (CTR) is a marketing term that refers to the percentage of people visiting a web page from an advertisement or organic search result.

Content Management System

A content management system, or CMS, is a software application used to manage web content for a website (or multiple sites).

Content Syndication

Content syndication refers to when any web-based content is re-published by a third-party website. Learn more about the SEO impact of syndicated content!

Conversion Rate

A conversion rate for a website or specific webpage is the number of conversions the page has generated divided by the number of visitors.

Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the practice of increasing the conversion rate in any business practice, whether it be marketing or sales.

Cost Per Acquisition (CPA)

Cost Per Acquisition (CPA) is a marketing metric that measures the total cost to acquire a single paying customer for a campaign or marketing channel.

L

Landing Page

A landing page is a single webpage that has been created specifically for an advertising campaign. It's the first webpage where a user "lands" after they have clicked on a Google Ad.

Lifetime Value (LTV)

Lifetime value (LTV) is an estimate of the average revenue a single customer will produce throughout their lifespan as a customer.

Long Tail Keywords

Long tail keywords are keywords that are on the long tail of the demand curve, meaning that they have a low monthly search volume.

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.

Multivariate Testing

Multivariate testing is a useful technique for testing a marketing hypothesis where multiple variables are modified to gather insights on website changes.

S

Split Testing

Split testing is a method of conducting a randomized experiment with two variants in order to statistically test a hypothesis.

T

Target Audience

A target audience is the demographic of people determined internally to be interested in your products or services.

W

Website Analytics

Website analytics is the collection, measurement, analysis, and reporting of data in order to understand user interaction with your website.

White Hat SEO

White hat SEO refers to any SEO (search engine optimization) strategy or tactic that has been approved by major search engines, such as Google and Bing.