Glossary
Marketing terms get confusing fast. This glossary explains common SEO, website, local marketing, reputation, and lead generation terms in plain English — so you can understand what matters and ask better questions.
How to use this page
100 terms · 21 letters
Use it when you come across a term you don’t know. Each definition is written in simple language, and many terms link to the Page One Insights page that goes deeper.
A
5 terms
- A/B Testing
- Comparing two versions of a page element, such as a headline, form, or button, to see which version gets better results.RelatedSEO Content & Growth Strategy Blog
- Alt Text
- A short written description added to an image so search engines and screen readers can understand what the image shows.
- Analytics
- Data that shows how people find your website, what they do once they arrive, and whether they take action.
- Anchor Text
- The clickable wording inside a link. It helps users and search engines understand what the linked page is about.
- Attribution
- The process of figuring out which marketing source or action helped create a lead, call, or sale.RelatedCRM & Call Tracking Systems High-Converting Website Design
B
4 terms
- Backlink
- A link from another website pointing to your site. Strong backlinks can help improve trust and search visibility.
- Bounce Rate
- The percentage of visitors who land on a page and leave without taking another action.
- Brand Search
- A search where someone looks up your business by name instead of by a general service term.RelatedOnline Reputation Management Google Business Profile Optimization
- Breadcrumb
- A small navigation trail on a website that shows where a page sits within the site structure.RelatedHigh-Converting Website Design Contact Us
C
16 terms
- Call Tracking
- Tracking that shows which marketing sources are driving phone calls so you can see what is actually producing leads.
- Canonical Tag
- A tag that tells search engines which version of a page should be treated as the main version when similar pages exist.
- Citation
- An online mention of your business name, address, and phone number on a directory or local listing site.RelatedGoogle Business Profile Optimization Local SEO & Citation Building
- Citation Audit
- A review of your business listings to find wrong details, duplicates, or missing listings that can hurt local trust.
- Citation Building
- The process of creating, correcting, and managing business listings across trusted directories.
- Click-Through Rate (CTR)
- The percentage of people who see your listing, ad, or link and then click on it.
- Content Refresh
- Updating an older page or post so it stays accurate, useful, and competitive.
- Content Strategy
- The plan for what pages, posts, and topics your business should publish to attract the right audience.
- Conversion
- The action you want a visitor to take, such as calling, filling out a form, booking, or requesting a quote.
- Conversion Funnel
- The path a person takes from first discovering your business to becoming a lead or customer.
- Conversion Rate
- The percentage of visitors who take the action you want them to take.
- Core Web Vitals
- Page experience signals tied to speed, stability, and responsiveness on a website.
- CRM
- A customer relationship management system used to organize leads, track communication, and manage follow-up.
- CTA
- A call to action. It is the prompt that tells a visitor what to do next, such as call now or request a quote.
- Crawl Budget
- The amount of attention search engines are likely to spend crawling the pages on your website.
- Customer Journey
- The full path a prospect takes from first awareness to inquiry, sale, and repeat business.
D
5 terms
- Directory Listing
- A business profile on a third-party site that displays your contact details and business information.
- Domain
- Your website address on the internet, such as yourbusiness.com.
- Domain Authority
- 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.
- Duplicate Content
- Very similar or repeated content appearing on multiple pages, which can confuse search engines and weaken page focus.
- Duplicate Listing
- The same business location appearing more than once across local platforms or directories.
E
3 terms
- E-E-A-T
- Experience, expertise, authoritativeness, and trust. It is a common way to describe the qualities strong content should show.
- Engagement Rate
- A measure of how actively people interact with your content, listing, page, or post.
- External Link
- A link from your website to another website.
F
3 terms
- FAQ Schema
- Structured data used to identify common questions and answers on a page so search engines can better understand the content.
- Featured Snippet
- A highlighted answer that may appear near the top of search results for certain questions.
- Form Tracking
- Tracking that measures when someone submits a contact form, quote form, or lead form on your website.
G
4 terms
- Google Analytics 4 (GA4)
- Google’s analytics platform used to measure website traffic and user behavior.
- Google Business Profile
- The local business listing that appears in Google Search and Google Maps.
- Google Map Pack
- The group of local listings that often appears near the top of search results for location-based searches.
- Google Posts
- Updates published through a Google Business Profile to share offers, service information, and business updates.
H
3 terms
- Heading Tags
- The page headings like H1, H2, and H3 that help organize content for readers and search engines.
- Heatmap
- A visual tool that shows where people click, scroll, or spend attention on a webpage.
- Homepage
- The main front page of your website and often the first impression people get of your business online.
I
3 terms
- Impressions
- How many times your page, post, or profile appeared in front of users, even if they did not click.
- Indexing
- When a search engine has found your page and stored it so the page can appear in search results.
- Internal Link
- A link from one page on your website to another page on the same website.
K
5 terms
- Keyword
- A word or phrase people type into Google when they are searching for information, services, or businesses.
- Keyword Difficulty
- A rough estimate of how competitive it may be to rank for a specific search term.
- Keyword Intent
- Why a person is searching, such as learning, comparing, or looking to contact a business right away.
- Keyword Research
- The process of finding the words and phrases your ideal customers actually use when searching.
- Keyword Stuffing
- Repeating a keyword too often in a way that sounds unnatural and lowers content quality.
L
7 terms
- Landing Page
- A page designed to guide a visitor toward one main action, such as filling out a form or calling your business.
- Lead
- A potential customer who has shown interest by calling, filling out a form, booking, or reaching out for more information.
- Lead Form
- The contact form on a website that collects visitor information so the business can follow up.
- Lead Quality
- How likely a lead is to be a good fit for your business and turn into a real customer.
- Local SEO
- The work that helps your business show up better in searches tied to a city, neighborhood, or service area.RelatedLocal SEO & Citation Building Google Business Profile Optimization
- Location Page
- A page built around one city, neighborhood, or service area that your business serves.RelatedLocal SEO & Citation Building Areas Served
- Long-Tail Keyword
- A longer, more specific search phrase that usually has clearer intent and lower competition.
M
3 terms
- Map Ranking
- Where your business appears in Google Maps results compared to local competitors.
- Meta Description
- The short summary text that may appear below a page title in search results.
- Mobile-Friendly
- A website that works well on phones and tablets and is easy to read, tap, and navigate on smaller screens.
O
3 terms
- On-Page SEO
- The work done directly on a webpage, such as improving headings, content, titles, and internal links.
- Online Reputation Management
- The process of improving how your business appears online through reviews, responses, and trust-building systems.
- Organic Traffic
- Website traffic that comes from unpaid search results rather than ads.
P
4 terms
- Page Speed
- How quickly a webpage loads and becomes usable for visitors.
- Page Title
- The title shown in browser tabs and often in search results. It helps explain what the page is about.
- Pillar Page
- A main page built to cover a broad topic and connect to more detailed pages about related subtopics.
- Primary Category
- The main business category selected in a Google Business Profile and a strong local relevance signal.
R
7 terms
- Rank Tracking
- The process of monitoring where your website or profile appears in search results for target keywords.
- Redirect
- A setup that sends users and search engines from one URL to another URL when a page moves or changes.
- Referral Traffic
- Traffic that comes to your site by clicking a link from another website.
- Review Generation
- The process of asking happy customers to leave reviews on platforms like Google.
- Review Response
- A public reply to a customer review. Good responses can improve trust and show professionalism.
- Review Velocity
- The pace at which your business receives new reviews over time.
- Robots.txt
- A file that gives search engine crawlers instructions about which parts of a website they should or should not access.
S
10 terms
- Schema Markup
- Structured data added to a page so search engines can better understand the page content.
- Search Console
- Google’s tool for monitoring website search performance, indexing issues, and search visibility.
- Search Intent
- The reason someone performs a search, such as wanting information, comparing options, or trying to contact a business.
- SEO
- Search engine optimization. It is the work done to help a website rank better in unpaid search results.
- SEO Audit
- A review of your website, content, and search visibility to find problems and opportunities for improvement.
- Service Area
- The city, region, or group of locations where your business provides services.
- Service Page
- A page focused on one specific service your business offers.
- Session Duration
- The amount of time a visitor spends on your site during one visit.
- Sitemap
- A file or page that helps search engines and users understand the structure of your website.
- SSL Certificate
- A certificate that secures data on your website and helps your site load over HTTPS instead of HTTP.
T
5 terms
- Technical SEO
- The behind-the-scenes work that helps search engines crawl, index, and understand your website more effectively.
- Thin Content
- Page content that provides very little value, detail, or originality for the user.
- Title Tag
- The HTML title of a page and one of the strongest signals that tells search engines what the page is about.
- Tracking
- Measuring actions like calls, clicks, form submissions, and traffic sources so performance can be evaluated.
- Traffic Source
- The place a website visitor came from, such as Google search, social media, another website, or direct traffic.
U
2 terms
- URL Slug
- The readable end part of a webpage address, such as /contact-us/ or /services/seo-content-growth-strategy/.
- User Experience (UX)
- How easy, clear, and useful a website feels to visitors.
V
1 term
- Video Script
- The written outline or spoken wording used for a marketing or explainer video.
W
5 terms
- Website Conversion
- When a visitor completes the action your site is meant to generate, such as a call, form, booking, or quote request.
- Website Hosting
- The server space and technical setup that makes your website available on the internet.
- Website Maintenance
- The ongoing work needed to keep a site updated, secure, functioning properly, and free of avoidable issues.
- Website Migration
- The process of moving a site to a new platform, domain, structure, or hosting setup without losing important traffic or functionality.
- WordPress
- A popular content management system used to build and manage websites.
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