Marketing Glossary
No-Nonsense Definitions of the most commonly used marketing term.
Marketing jargon can feel like another language, so we’ve put together this handy marketing glossary to break down the key terms without the fluff.
A/B Testing
Comparing two versions of something (like an ad, email, or webpage) to see which performs better. Think of it as a head-to-head battle for better conversions.
Algorithm
The secret sauce behind search engines and social media platforms. It decides what content people see based on factors like relevance, engagement, and quality.
Audience Targeting
A marketing strategy that focuses on reaching specific groups of people based on demographics, interests, or online behaviour. The better the targeting, the higher the conversion rate.
Backlinks
Links from other websites pointing to yours. The more high-quality backlinks you have, the better your website looks to Google.
Bounce Rate
The percentage of visitors who land on your website and leave without clicking anything else. A high bounce rate can mean your content isn’t engaging or relevant enough.
Brand Awareness
How familiar people are with your brand. The goal? To make sure your name sticks in their minds when they need what you offer.
Buyer Persona
A detailed profile of your ideal customer based on real data and research, helping you target the right audience with the right message.
Call to Action (CTA)
A direct instruction telling people what to do next—like “Buy Now,” “Subscribe,” or “Get in Touch.” If your marketing doesn’t have a CTA, you’re missing out.
Click-Through Rate (CTR)
The percentage of people who click on your ad, email, or social media post compared to how many saw it. Higher CTR = better engagement.
Content Marketing
Creating valuable, relevant content (like blogs, videos, or social posts) to attract and retain customers rather than just selling to them outright.
Conversion Rate
The percentage of visitors who take action—whether that’s making a purchase, signing up for a newsletter, or filling out a contact form.
Cost Per Click (CPC)
The amount you pay every time someone clicks on your ad. The lower, the better (as long as those clicks convert!).
Customer Journey
The full experience a customer has with your brand, from first hearing about you to making a purchase and beyond.
Domain Authority (DA)
A score (out of 100) that predicts how well your website will rank in search engines. Higher scores = better rankings.
Engagement Rate
A measure of how much people interact with your content—likes, comments, shares, clicks—you name it.
Evergreen Content
Content that stays relevant over time, like “How to Start a Blog” or “SEO Best Practices.” Unlike trending topics, this content keeps working for you long-term.
Google My Business (GMB) / Google Business Profile
A free tool that lets businesses appear on Google Search and Maps, helping local customers find you easily.
Hashtag
A way to categorise content on social media so people can find it easily. #MarketingMadeEasy
Impressions
The number of times your content is shown, whether someone clicks on it or not. Think of it as brand visibility.
Influencer Marketing
Partnering with influencers (people with large social media followings) to promote your brand to their audience.
Keyword
The words or phrases people type into Google when searching. Use them strategically to help your content rank higher in search results.
Landing Page
A standalone webpage designed for a specific marketing campaign, usually with a single goal—like collecting leads or selling a product.
Lead
A potential customer who has shown interest in your business, often by signing up for a newsletter or downloading a free resource.
Lead Generation
The process of attracting and capturing leads, typically through content marketing, social media, or paid ads.
Marketing Funnel
The journey customers take from discovering your brand to making a purchase, usually broken down into Awareness, Consideration, and Conversion stages.
Meta Description
A short snippet that appears under your page title in Google search results, summarising your content and encouraging clicks.
Organic Traffic
Visitors who find your website naturally, without paid ads—usually through search engines or social media.
Pay-Per-Click (PPC)
A type of online advertising where you pay each time someone clicks on your ad (Google Ads, Facebook Ads, etc.).
Remarketing/Retargeting
Showing ads to people who’ve already visited your site but didn’t convert. Ever feel like an ad is following you around? That’s remarketing at work.
Return on Investment (ROI)
A measure of how much profit or value you get from a marketing campaign compared to what you spent. If your ROI is positive, your strategy is working!
Search Engine Optimisation (SEO)
The process of improving your website to rank higher on Google and get more organic traffic. A must for long-term online success.
Search Engine Marketing (SEM)
Using paid ads (like Google Ads) to appear in search engine results. SEO is free, SEM is paid.
SERP (Search Engine Results Page)
The page you see after searching something on Google. The goal? To rank as high as possible.
Social Proof
Evidence that others trust your brand—reviews, testimonials, case studies, or influencer endorsements.
User-Generated Content (UGC)
Content created by customers, like reviews, photos, or social media posts featuring your brand. Great for authenticity and trust-building.
Viral Marketing
Marketing so good that people share it like crazy, spreading brand awareness like wildfire.
Website Bounce Rate
The percentage of people who visit a webpage and leave without exploring further. A high bounce rate can signal issues with content, design, or user experience.
