Business Marketing Glossary for Business Owners
Marketing terms can get confusing fast. This glossary explains common SEO, website, local marketing, reputation, and lead generation terms in plain English so business owners can understand what matters and ask better questions.
How to Use This Page
Use this glossary when you come across a marketing term you do not know. Each definition is written in simple language, and each term includes related Page One Insights pages for deeper reading.
Comparing two versions of a page element, such as a headline, form, or button, to see which version gets better results.
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A short written description added to an image so search engines and screen readers can understand what the image shows.
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Data that shows how people find your website, what they do once they arrive, and whether they take action.
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The clickable wording inside a link. It helps users and search engines understand what the linked page is about.
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The process of figuring out which marketing source or action helped create a lead, call, or sale.
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A link from another website pointing to your site. Strong backlinks can help improve trust and search visibility.
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The percentage of visitors who land on a page and leave without taking another action.
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A search where someone looks up your business by name instead of by a general service term.
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A small navigation trail on a website that shows where a page sits within the site structure.
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Tracking that shows which marketing sources are driving phone calls so you can see what is actually producing leads.
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A tag that tells search engines which version of a page should be treated as the main version when similar pages exist.
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An online mention of your business name, address, and phone number on a directory or local listing site.
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A review of your business listings to find wrong details, duplicates, or missing listings that can hurt local trust.
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The process of creating, correcting, and managing business listings across trusted directories.
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The percentage of people who see your listing, ad, or link and then click on it.
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Updating an older page or post so it stays accurate, useful, and competitive.
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The plan for what pages, posts, and topics your business should publish to attract the right audience.
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The action you want a visitor to take, such as calling, filling out a form, booking, or requesting a quote.
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The path a person takes from first discovering your business to becoming a lead or customer.
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The percentage of visitors who take the action you want them to take.
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Page experience signals tied to speed, stability, and responsiveness on a website.
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A customer relationship management system used to organize leads, track communication, and manage follow-up.
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A call to action. It is the prompt that tells a visitor what to do next, such as call now or request a quote.
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The amount of attention search engines are likely to spend crawling the pages on your website.
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The full path a prospect takes from first awareness to inquiry, sale, and repeat business.
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A business profile on a third-party site that displays your contact details and business information.
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Your website address on the internet, such as yourbusiness.com.
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A third-party score meant to estimate how strong a site may be compared to others. It is a reference metric, not a Google ranking factor by itself.
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Very similar or repeated content appearing on multiple pages, which can confuse search engines and weaken page focus.
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The same business location appearing more than once across local platforms or directories.
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Experience, expertise, authoritativeness, and trust. It is a common way to describe the qualities strong content should show.
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A measure of how actively people interact with your content, listing, page, or post.
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A link from your website to another website.
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Structured data used to identify common questions and answers on a page so search engines can better understand the content.
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A highlighted answer that may appear near the top of search results for certain questions.
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Tracking that measures when someone submits a contact form, quote form, or lead form on your website.
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Google’s analytics platform used to measure website traffic and user behavior.
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The local business listing that appears in Google Search and Google Maps.
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The group of local listings that often appears near the top of search results for location-based searches.
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Updates published through a Google Business Profile to share offers, service information, and business updates.
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The page headings like H1, H2, and H3 that help organize content for readers and search engines.
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A visual tool that shows where people click, scroll, or spend attention on a webpage.
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The main front page of your website and often the first impression people get of your business online.
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How many times your page, post, or profile appeared in front of users, even if they did not click.
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When a search engine has found your page and stored it so the page can appear in search results.
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A link from one page on your website to another page on the same website.
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A word or phrase people type into Google when they are searching for information, services, or businesses.
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A rough estimate of how competitive it may be to rank for a specific search term.
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Why a person is searching, such as learning, comparing, or looking to contact a business right away.
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The process of finding the words and phrases your ideal customers actually use when searching.
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Repeating a keyword too often in a way that sounds unnatural and lowers content quality.
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A page designed to guide a visitor toward one main action, such as filling out a form or calling your business.
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A potential customer who has shown interest by calling, filling out a form, booking, or reaching out for more information.
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The contact form on a website that collects visitor information so the business can follow up.
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How likely a lead is to be a good fit for your business and turn into a real customer.
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The work that helps your business show up better in searches tied to a city, neighborhood, or service area.
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A page built around one city, neighborhood, or service area that your business serves.
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A longer, more specific search phrase that usually has clearer intent and lower competition.
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Where your business appears in Google Maps results compared to local competitors.
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The short summary text that may appear below a page title in search results.
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A website that works well on phones and tablets and is easy to read, tap, and navigate on smaller screens.
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Name, address, and phone number. This information should stay consistent anywhere your business appears online.
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A setting that tells search engines not to include a page in search results.
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The work done directly on a webpage, such as improving headings, content, titles, and internal links.
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The process of improving how your business appears online through reviews, responses, and trust-building systems.
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Website traffic that comes from unpaid search results rather than ads.
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How quickly a webpage loads and becomes usable for visitors.
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The title shown in browser tabs and often in search results. It helps explain what the page is about.
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A main page built to cover a broad topic and connect to more detailed pages about related subtopics.
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The main business category selected in a Google Business Profile and a strong local relevance signal.
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The process of monitoring where your website or profile appears in search results for target keywords.
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A setup that sends users and search engines from one URL to another URL when a page moves or changes.
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Traffic that comes to your site by clicking a link from another website.
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The process of asking happy customers to leave reviews on platforms like Google.
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A public reply to a customer review. Good responses can improve trust and show professionalism.
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The pace at which your business receives new reviews over time.
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A file that gives search engine crawlers instructions about which parts of a website they should or should not access.
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Structured data added to a page so search engines can better understand the page content.
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Google’s tool for monitoring website search performance, indexing issues, and search visibility.
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The reason someone performs a search, such as wanting information, comparing options, or trying to contact a business.
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Search engine optimization. It is the work done to help a website rank better in unpaid search results.
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A review of your website, content, and search visibility to find problems and opportunities for improvement.
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The city, region, or group of locations where your business provides services.
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A page focused on one specific service your business offers.
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The amount of time a visitor spends on your site during one visit.
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A file or page that helps search engines and users understand the structure of your website.
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A certificate that secures data on your website and helps your site load over HTTPS instead of HTTP.
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The behind-the-scenes work that helps search engines crawl, index, and understand your website more effectively.
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Page content that provides very little value, detail, or originality for the user.
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The HTML title of a page and one of the strongest signals that tells search engines what the page is about.
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Measuring actions like calls, clicks, form submissions, and traffic sources so performance can be evaluated.
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The place a website visitor came from, such as Google search, social media, another website, or direct traffic.
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The readable end part of a webpage address, such as /contact-us/ or /services/seo-content-growth-strategy/.
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How easy, clear, and useful a website feels to visitors.
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The written outline or spoken wording used for a marketing or explainer video.
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When a visitor completes the action your site is meant to generate, such as a call, form, booking, or quote request.
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The server space and technical setup that makes your website available on the internet.
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The ongoing work needed to keep a site updated, secure, functioning properly, and free of avoidable issues.
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The process of moving a site to a new platform, domain, structure, or hosting setup without losing important traffic or functionality.
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A popular content management system used to build and manage websites.
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