Digital marketing terms translated into practical decisions.

A rule or model used to assign credit for a conversion across marketing interactions.

In practice: Attribution is an interpretation of available signals, not a perfect reconstruction of every influence.

A behaviour metric whose definition depends on the analytics product and configuration.

In practice: Do not diagnose a page from bounce rate alone; examine intent, engagement, events and the job of the page.

A prompt that tells a visitor what useful step to take next.

In practice: A strong CTA is specific, visible and appropriate to the visitor's decision stage.

The preferred URL represented by a canonical link signal when similar or duplicate versions exist.

In practice: Canonicals help consolidate signals but are hints, so internal links, redirects and sitemaps should remain consistent.

Clicks divided by impressions, normally expressed as a percentage.

In practice: CTR helps diagnose message and placement response but does not establish lead quality or profitability.

Planning and distributing useful content to support audience understanding, trust and action.

In practice: Content should answer a real question or decision rather than exist only to repeat keywords.

A defined action that represents meaningful progress in a customer journey.

In practice: State whether the conversion is a sale, qualified lead, booking, call or supporting event.

The number of defined conversions divided by eligible opportunities, usually sessions, users or clicks.

In practice: Use consistent denominators and evaluate conversion quality before celebrating an increase.

A structured process for improving how qualified visitors complete meaningful actions.

In practice: CRO combines research, messaging, UX, analytics, implementation and experiments where appropriate.

Advertising cost divided by the number of defined acquisitions or conversions.

In practice: The definition of acquisition must be visible; a platform lead is not automatically a new customer.

Advertising spend divided by recorded clicks.

In practice: A cheaper click is only useful when the traffic remains relevant and contributes to qualified outcomes.

Advertising cost per one thousand impressions.

In practice: CPM explains delivery economics, not whether the audience understood or acted.

Google's business listing system used to manage eligible local business information across Search and Maps.

In practice: Keep categories, services, hours, address or service area, images and website connections accurate.

Google's service for monitoring search performance, indexing information and website issues.

In practice: Search Console reports query and page signals, not complete analytics, leads or revenue.

A recorded opportunity for content, a search result or an advertisement to be displayed under the platform's rules.

In practice: Impressions indicate visibility or delivery scale; they do not prove attention or business impact.

The processing and storage of eligible page information by a search engine for possible retrieval.

In practice: A crawled or indexed page is not guaranteed to rank for a particular query.

A situation where multiple URLs compete or confuse targeting for substantially similar intent.

In practice: Resolve it through intent mapping, consolidation, differentiation and consistent internal signals—not simply removing repeated words.

The destination a visitor reaches from a campaign, search result or specific link.

In practice: It should continue the promise, provide necessary proof and make the next action clear.

Search optimisation focused on relevant visibility for location-influenced queries and local business results.

In practice: Local SEO connects real business information, Google Business Profile, local pages, reputation and conversion routes.

A lead classified as meeting agreed marketing-stage criteria.

In practice: The criteria must be documented and reconciled with sales feedback; the label alone does not prove value.

Paid advertising managed through Meta systems for eligible Facebook, Instagram and other placements.

In practice: Performance depends on audience context, creative, offer, destination, signals and business follow-up.

A Google Ads targeting control used to prevent ads from matching specified search terms or meanings according to match rules.

In practice: Negative keywords protect relevance and budget but require search-term context and careful maintenance.

An advertising pricing model in which clicks are a primary billable interaction.

In practice: PPC is broader than Google Search Ads and a click is an input, not the final commercial outcome.

Attributed revenue divided by advertising spend.

In practice: ROAS should be interpreted with margin, attribution, refunds, repeat value and operating costs.

Improving technical, content and authority systems so relevant pages can be discovered, understood and selected in organic search.

In practice: SEO should connect visibility to useful pages and measurable customer journeys.

The task, question or decision a person is trying to complete with a query.

In practice: Map closely related intent to the strongest useful canonical page instead of creating one URL per wording.

The actual query associated with an advertising interaction or search-performance record.

In practice: Search terms reveal demand language and qualification patterns; they are not identical to advertiser keywords.

Machine-readable markup that describes visible page entities and relationships using an accepted vocabulary such as Schema.org.

In practice: Markup must match visible content and must not invent reviews, prices, services or credentials.

Work on crawling, rendering, indexation, site architecture, templates and related technical signals.

In practice: Technical health supports visibility but does not replace useful content, relevance or authority.

Standard query parameters used to label campaign traffic for analytics reporting.

In practice: Use a consistent naming convention and never place personal or secret information in a campaign URL.