Marketing Glossary: SEO, AI Search & Growth

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Account-Based Marketing (ABM): What It Is and How to Start
Account-based marketing (ABM) is a B2B strategy where marketing and sales choose a list of high-value target companies…
Affiliate Marketing: How It Works, Costs and Rules
Affiliate marketing is a performance-based model where a business pays partners, called affiliates, a commission for each sale…
AI Marketing: What It Is and Where It Actually Helps
AI marketing is the use of artificial intelligence, including machine learning and generative AI, to help plan, create,…
AI Writing Tools: What They Are and How to Use Them Well
AI writing tools are software that uses large language models to draft, edit, summarize or rewrite text from…
Average Deal Size

B

Bootstrapping
Brand Awareness: What It Is and How to Measure It
Brand awareness is the share of potential buyers who recognize your brand and remember it when they need…
Branding and Public Relations
Branding: What It Is and Why It Matters for Growth
Branding is the work of defining and expressing who your business is, through positioning, name, visual identity, voice…
Business Growth
Business Model
Business Opportunity
Business-to-Business (B2B)
Business-to-Consumer (B2C)

C

Content Intelligence: What It Is and How to Use It
Content intelligence is the use of data, analytics and AI to judge how content performs and decide what…
Content Marketing: Definition, Examples and How to Start
Content marketing is creating and sharing useful material, such as guides, articles, videos, tools and newsletters, that answers…
Copywriting: What It Is and How to Write Copy That Converts
Copywriting is writing text whose job is to get a specific reader to take a specific action, such…
Customer Churn
Customer Loyalty
Customer Relationship Management
Customer Retention
Customer Satisfaction

D

Digital Advertising: Formats, Channels and Measurement
Digital advertising is paid promotion delivered through online channels, including search engines, social media, video platforms, websites, apps,…
Digital Marketing Jargon: 26 Key Terms Explained Plainly
Digital marketing jargon is the shorthand, acronyms and buzzwords marketers use to describe online channels, metrics and methods,…
Digital Marketing: Definition, Channels and How It Works
Digital marketing is promoting a business through online channels, including search engines, AI assistants, social media, email, websites…
Digital Product

E

E-Commerce Fraud
Email Marketing Campaign: Types and How to Build One
An email marketing campaign is a planned email, or sequence of emails, sent to a defined audience to…
Email Marketing: What It Is and How to Do It Well
Email marketing is sending planned, permission-based emails, such as welcome series, newsletters, nurture sequences and offers, to people…
Entrepreneurial Mindset

F

Fintech Marketing: How to Market a Financial Product
Fintech marketing is promoting financial technology products, such as payments, lending, banking, investing, insurance and finance software, in…
Fractional CMO
Freemium Model

G

Growth Hacking: What It Means and How to Run Experiments
Growth hacking is a fast, experiment-led approach to growing a business: forming hypotheses, running small low-cost tests across…

I

Innovation

K

Key Performance Indicators

M

Market Analysis
Market Expansion
Market Segmentation: Types, Examples and How to Do It
Market segmentation is dividing a market into distinct groups of buyers who share needs, traits or behaviors, so…
Marketing Automation: What It Is and What to Automate First
Marketing automation is software that runs repeatable marketing tasks on rules and triggers, such as sending follow-up emails,…
Minimum Viable Product
Mobile App
Mobile App Development
MQL vs SQL: What’s the Difference?
MQL vs SQL: a marketing-qualified lead (MQL) meets marketing's criteria for fit and interest; a sales-qualified lead (SQL)…

N

O

Omnichannel Marketing: Definition, Examples and How to Start
Omnichannel marketing is connecting every channel a customer uses, including website, email, ads, social, sales calls and support,…
Organic Social Media: What It Is and How to Grow It
Organic social media is the free, unpaid activity a brand or person does on social platforms: posts, replies,…

P

Paid Advertising: Models, Costs and How to Get Started
Paid advertising is buying placements, on search engines, social platforms, video sites, websites and apps, to show your…
Pay-Per-Click (PPC) Advertising: How It Works in 2026
Pay-per-click (PPC) advertising is a model where you pay each time someone clicks your ad, most often on…
Pitch Deck
Podcast Marketing: How to Grow a Podcast and Use It for B2B
Podcast marketing is using podcasts to grow a business, either by producing and promoting your own show or…
Pre-Seed Funding
Product Diversification
Product-Market Fit

R

Referral Marketing: How It Works and How to Start a Program
Referral marketing is a structured way to get existing customers, partners or fans to recommend your business to…
Remarketing: How It Works and How to Use It Well
Remarketing is showing tailored ads or messages to people who have already interacted with your business, for example…
Return on Investment (ROI)
Revenue
Revenue Stream

S

SaaS Business
SAFE Agreement
Sales Cycle
Sales Metrics
Sales Quota
Scalability
Social Listening: What It Is and How to Do It
Social listening is tracking online conversations about your brand, competitors, products and industry, then analyzing the themes and…
Social Media Marketing Strategy: A Plan You Can Use
A social media marketing strategy is a written plan that sets your business goals for social, the audience…
Social Media Marketing: What It Is and How It Works
Social media marketing is using social platforms, such as LinkedIn, Instagram, TikTok, YouTube, Facebook and X, to reach…
Software as a Service (SaaS)
SPF, DKIM, DMARC Explained (With Example Records)
SPF, DKIM and DMARC are email authentication standards. SPF lists servers allowed to send for your domain, DKIM…
Startup Funding
Subscription Model
SWOT Analysis

T

Target Audience: Definition, Types and How to Find Yours
A target audience is the specific group of people a campaign, page or product message is designed to…
Target Market

U

User-Generated Content (UGC): Definition and How to Use It
User-generated content (UGC) is any content created by customers or users rather than the brand, such as reviews,…

V

W

What are AI Agents for Marketing? Uses, Limits and Examples
AI agents for marketing are AI systems that take a goal, plan the steps, and use connected tools…
What Are Backlinks? How to Judge Link Quality
Backlinks are links on other websites that point to your site. Search engines treat relevant, editorially given backlinks…
What are Google AI Overviews?
Google AI Overviews are AI-generated summaries shown at the top of some Google search results. They answer the…
What are LinkedIn Thought Leader Ads?
LinkedIn Thought Leader Ads are sponsored posts that promote content published by individual LinkedIn members, such as founders,…
What are TikTok Spark Ads? How They Work and When to Use
TikTok Spark Ads are a native ad format that promotes organic TikTok posts, from your own account or…
What Are Topic Clusters? Pillar Pages Explained
Topic clusters are groups of related pages organized around one broad pillar page, with each supporting page covering…
What Is a Call to Action (CTA)? Examples That Convert
A call to action (CTA) is a prompt, usually a button or link, that tells a reader exactly…
What Is a Content Gap? How to Run a Gap Analysis
A content gap is a topic, question or keyword your audience searches for that your website doesn't cover,…
What Is a Digital Marketing Funnel? TOFU, MOFU, BOFU
A digital marketing funnel is a model of the online stages people move through, from first hearing about…
What Is a Landing Page? Types, Examples and Best Practices
A landing page is a standalone web page built for one specific campaign goal, such as a sign-up,…
What Is a Sales Funnel? B2B Stages and the Math Behind Them
A sales funnel is the series of stages a potential customer moves through, from becoming a lead to…
What Is A/B Testing? How to Run a Valid Test
A/B testing is a controlled experiment that shows two versions of a page, ad, email or feature to…
What is AEO (Answer Engine Optimization)?
AEO (answer engine optimization) is the practice of structuring content so answer engines such as Google AI Overviews,…
What Is Alt Text? How to Write It, With Examples
Alt text (alternative text) is a short written description of an image, added in the HTML alt attribute,…
What Is Attribution Modeling? Models Compared With Examples
Attribution modeling (also spelled attribution modelling) is the set of rules or algorithms that decide how credit for…
What is BIMI? Brand Logos in the Inbox, Explained
BIMI (Brand Indicators for Message Identification) is an email standard that lets mailbox providers show a brand's verified…
What Is Black Hat SEO? Tactics, Risks and Safer Options
Black hat SEO is the use of tactics that break search engine spam policies, such as cloaking, link…
What Is Click-Through Rate (CTR)? Formula and Benchmarks
Click-through rate (CTR) is the percentage of people who click a link after seeing it. It is calculated…
What Is Content Decay? How to Spot and Fix It
Content decay is the gradual decline in a page's search traffic, rankings or conversions over time, usually because…
What Is Conversion Rate Optimization (CRO)? A Clear Process
Conversion rate optimization (CRO) is the systematic process of increasing the share of website visitors who complete a…
What Is Customer Acquisition Cost (CAC)? Formula, Examples
Customer acquisition cost (CAC) is the total amount a business spends on sales and marketing to win one…
What Is Customer Lifetime Value (CLV)? Formulas and Uses
Customer lifetime value (CLV or LTV) is an estimate of the total gross profit a business can expect…
What Is Domain Authority? What the Score Really Means
Domain authority (DA) is a 1 to 100 score created by Moz that predicts how likely a website…
What is Email Warm-Up? A Safe Schedule for New Domains
Email warm-up is the process of gradually increasing sending volume from a new or dormant domain or IP…
What is Entity SEO? A Practical Guide for B2B
Entity SEO is the practice of making a brand, person, product or topic clearly identifiable to search engines…
What Is Evergreen Content? Examples and How to Write It
Evergreen content is content that stays relevant and useful long after publication, because it answers questions people keep…
What is GEO (Generative Engine Optimization)?
GEO (generative engine optimization) is the practice of increasing how often and how accurately generative AI tools like…
What is Google Consent Mode v2? Basic vs Advanced
Consent Mode v2 is Google's method for passing visitors' consent choices to Google tags through four parameters, ad_storage,…
What Is Guest Posting? How to Do It Without Link Spam
Guest posting is writing and publishing an article on another website, usually with an author byline, to reach…
What is Intent Data? First, Second and Third-Party Explained
Intent data is information about the research behavior of people and companies, such as pages viewed, content consumed…
What Is Keyword Cannibalization? How to Find and Fix It
Keyword cannibalization is when two or more pages on the same website target the same search intent, so…
What Is Keyword Research? A Practical B2B Method
Keyword research is the process of finding the words and questions your potential customers type into search engines…
What Is Lead Generation? B2B Strategies That Work in 2026
Lead generation is the process of attracting people who might buy from you and capturing their contact details,…
What is Lead Scoring? Models, Examples and Thresholds
Lead scoring is a method of ranking leads by assigning points for how well they fit your ideal…
What Is Link Building? Safe Tactics That Work
Link building is the practice of earning links from other websites to your own, through content, outreach, partnerships…
What is LLM Visibility?
LLM visibility is how often and how accurately large language model tools such as ChatGPT, Gemini, Claude and…
What is llms.txt? Format, Example and Google’s View
llms.txt is a proposed Markdown file at a website's root that gives large language models a short summary…
What Is Local SEO? How Local Rankings Work
Local SEO is the practice of improving a business's visibility in location-based searches, such as Google Maps and…
What Is Marketing Attribution? Methods That Hold Up in 2026
Marketing attribution is the practice of identifying which marketing activities and channels contributed to a lead, sale or…
What is Meta Advantage+? Campaigns and Settings Explained
Meta Advantage+ is Meta's portfolio of AI-automated ad products for Facebook and Instagram, including Advantage+ sales, app and…
What Is Mobile Optimization? A 2026 Checklist
Mobile optimization is the practice of building a website so it loads fast, reads clearly and is easy…
What is Performance Max? Google Ads PMax Explained
Performance Max is a goal-based Google Ads campaign type that uses Google AI to serve ads across all…
What Is Schema Markup? Structured Data for SEO
Schema markup is structured data, usually written in JSON-LD using the schema.org vocabulary, that labels the facts on…
What Is Search Engine Marketing (SEM)? How It Works
Search engine marketing (SEM) is promoting a business in search engine results, most often through paid search ads…
What Is SEO Analytics? Metrics, Tools and a Simple Report
SEO analytics is the collection and analysis of search performance data, such as impressions, clicks, rankings, organic traffic…
What is Server-Side Tracking? How It Works, When to Use It
Server-side tracking is a measurement setup where the browser sends event data to a server you control, which…
What Is Technical SEO? Definition and Checklist
Technical SEO is the work of making a website easy for search engines to crawl, render, index and…
What is the Meta Conversions API (CAPI)?
The Meta Conversions API (CAPI) is a server-to-server connection that sends website, app, CRM and offline conversion events…
White Label Email Marketing: How It Works for Agencies
White label email marketing is when an agency sells email marketing under its own brand while a third-party…

The growth marketing glossary

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Turn the jargon into a plan