Marketing Glossary

Marketing is full of jargon that can make even simple conversations feel confusing. This glossary cuts through it — 50 plain-English definitions covering SEO, paid ads, branding, and analytics. Every term here is one we use daily with clients. Whether you're a first-time business owner reviewing a proposal or a marketer brushing up on the basics, these definitions are written for humans, not textbooks. Updated for 2026.

Analytics

Bounce RateBounce rate is the percentage of visitors who leave a page without taking any further action; in GA4 it is the share of sessions that were not engaged.Google Analytics 4 (GA4)Google Analytics 4 (GA4) is Google's analytics platform that tracks website and app activity as events; it replaced Universal Analytics in July 2023.GA4 Analytics Conversion TrackingAnalytics conversion tracking records when users complete goals such as purchases, sign-ups or calls and attributes them to the marketing source.

Branding

Brand IdentityBrand identity is the visual and verbal system, including logo, colours, fonts and tone of voice, that makes a business recognisable.Brand EquityBrand equity is the extra value a brand name adds to a product, shown in customers choosing it over similar alternatives because they trust it.TaglineA tagline is a short, memorable phrase that sums up a brand's promise or personality, used beside the logo in ads, packaging and websites.Logo SystemA logo system is a set of logo versions, such as primary, stacked, icon-only and monochrome, designed to work at every size and on every surface.Visual IdentityVisual identity is the set of graphic elements, including logo, colours, typography, photography and layout, that makes a brand recognisable at a glance.Brand VoiceBrand voice is the consistent personality and style a brand uses in its writing and speech, for example formal or casual, expert or friendly.RebrandA rebrand is a change to a company's name, visual identity or positioning to better reflect what it offers and who it serves.Brand StrategyBrand strategy is the long-term plan for what a brand stands for, who it serves and how it is positioned against competitors.

Content

Pillar PageA pillar page is a long, comprehensive page on a broad topic that links to more detailed cluster pages on related subtopics.Topic ClusterA topic cluster is a group of interlinked pages on one subject: a broad pillar page plus detailed pages on its subtopics.Long-Tail KeywordA long-tail keyword is a specific, multi-word search phrase with lower search volume but clearer intent and less competition.Content AuditA content audit is a systematic review of all the content on a website to decide what to keep, update, merge or remove so the site stays useful.Editorial CalendarAn editorial calendar is a schedule of what content will be published, on which channels and when, so teams plan topics and deadlines ahead.

Google Ads

Cost Per Click (CPC)Cost per click (CPC) is the amount an advertiser pays each time someone clicks their ad, set by the auction and the quality of the ad.CPC Cost Per Thousand Impressions (CPM)Cost per mille (CPM) is the price an advertiser pays for every 1,000 times an ad is shown, whether or not anyone clicks.CPM Click-Through Rate (CTR)Click-through rate (CTR) is the percentage of people who see an ad or search listing and click on it, a sign of how relevant it looks.CTR Quality ScoreQuality Score is Google Ads' 1–10 rating of how relevant your keyword, ad and landing page are to each other, and it affects ad cost and position.Conversion RateConversion rate is the percentage of visitors who complete a desired action, such as filling in a form, calling or buying.Return on Ad Spend (ROAS)Return on ad spend (ROAS) is the revenue earned for every unit of currency spent on advertising; a ROAS of 4 means ₹4 of revenue for every ₹1 spent.ROAS Campaign TypeA campaign type in Google Ads, such as Search, Display, Video, Shopping or Performance Max, determines where ads appear and how they are triggered.Ad GroupAn ad group is a set of closely related keywords and ads inside a Google Ads campaign, so each search term shows an ad that matches it.Negative KeywordsNegative keywords are terms you add to a Google Ads campaign to stop your ads showing for searches you don't want to pay for.Smart BiddingSmart Bidding is Google Ads' automated bidding that uses machine learning to set bids in each auction towards a goal such as conversions or ROAS.

SEO

Search Engine Optimisation (SEO)Search engine optimisation (SEO) is the practice of improving a website so it ranks higher in unpaid search results on Google and other search engines.SEO BacklinkA backlink is a link from another website to yours, which search engines treat as a signal that your page is trusted and worth ranking.Domain AuthorityDomain Authority is a 1–100 score from Moz that estimates how likely a website is to rank compared with others; it is not a metric Google uses.DA Keyword ResearchKeyword research is the process of finding the words and phrases people type into search engines when looking for what you sell.On-Page SEOOn-page SEO is the optimisation of elements on your own web pages, such as titles, headings, content and images, so search engines understand each page.Off-Page SEOOff-page SEO is the work done outside your website to build its credibility, mainly earning backlinks, brand mentions and reviews.Technical SEOTechnical SEO is the work of making a website fast, secure, mobile-friendly and easy for search engines to crawl, understand and index.Schema MarkupSchema markup is structured code added to a web page that tells search engines exactly what the content is, enabling rich results such as FAQs and reviews.Core Web VitalsCore Web Vitals are Google's three page experience metrics, LCP, INP and CLS, which measure how fast, responsive and visually stable a page is.Experience, Expertise, Authoritativeness, Trustworthiness (E-E-A-T)E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, the qualities Google's raters use to judge whether content is reliable.E-E-A-T Search IntentSearch intent is the reason behind a search query: whether the person wants information, wants to compare options or is ready to buy.Featured SnippetA featured snippet is a highlighted answer box Google shows above the regular results, quoting a short passage from one web page.Search Engine Results Page (SERP)A SERP (search engine results page) is the page a search engine shows after a query, including ads, organic results, local packs and other features.SERP Anchor TextAnchor text is the visible, clickable text of a hyperlink, which search engines use as a clue to what the linked page is about.Canonical URLA canonical URL is the version of a page you tell search engines to treat as the original when the same content appears at several URLs.

Web Dev

Largest Contentful Paint (LCP)Largest Contentful Paint (LCP) is a Core Web Vital measuring how long the largest visible element on a page takes to load; Google's target is 2.5s or less.LCP Cumulative Layout Shift (CLS)Cumulative Layout Shift (CLS) is a Core Web Vital that measures how much visible content unexpectedly moves while a page loads.CLS Interaction to Next Paint (INP)Interaction to Next Paint (INP) is a Core Web Vital that measures how quickly a page responds after a user clicks, taps or types.INP Conversion TrackingConversion tracking is the setup that records when a visitor completes a valuable action, such as a purchase, form fill or call, and which source sent it.

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