Marketing & Advertising Glossary

A baseline metric comparing your social media engagement performance against industry standards, competitors, or historical data to assess campaign effectivenes

Entity salience measures how prominently a brand or topic appears in audience minds. Higher salience means stronger brand recall and relevance.

Entity-based SEO optimises content around real-world entities (people, brands, places) rather than just keywords, helping search engines understand context and

Content designed to remain relevant and valuable long-term, rather than tied to current trends or dates. A cornerstone of sustainable content marketing strategi

Faceted navigation SEO optimises filtered product pages to improve search visibility whilst maintaining user experience across e-commerce sites.

A featured snippet is a highlighted search result that appears above organic listings, displaying concise answers to user queries in a formatted box.

A readability metric (0-100) measuring how easy text is to understand. Higher scores indicate simpler, more accessible content suitable for broader audiences.

Frame rate measures how many individual images (frames) display per second in video, measured in fps. It directly affects motion smoothness and is crucial for b

Generative Engine Optimisation is the practice of optimizing content for AI-powered search engines and chatbots that generate answers rather than listing links.

Periodic updates to Google's ranking algorithm that affect how websites are indexed and ranked in search results, impacting SEO strategies across all industries

HTTP/2 and HTTP/3 are protocols that govern how browsers load web pages. HTTP/3 is faster and more reliable, especially on mobile and unstable connections.

A planned approach to selecting and deploying hashtags across social media campaigns to improve discoverability, reach, and audience engagement.

A CMS architecture that separates content management from presentation, allowing content to be delivered across multiple channels and devices independently.

Google's framework for evaluating content quality based on helpfulness, experience, and relevance. Critical for AEO success and search visibility.

A large, visually dominant image used as the primary focal point in digital and print campaigns to immediately capture audience attention.

The percentage of viewers who watch the first 3 seconds of a video before scrolling past. A critical metric for social media performance.

HTML tags that tell search engines which language version of a page to display to users in different regions or speaking different languages.

A content distribution strategy where a central hub of pillar content branches into multiple spoke pieces targeting specific audiences or channels across your m

The percentage of emails successfully delivered to subscribers' inboxes rather than spam or promotions folders. A critical metric for campaign effectiveness.

Index bloat occurs when search engines crawl and index excessive low-value pages, wasting crawl budget and diluting site authority.

Indexation is the process of search engines discovering and adding your web pages to their index. Without indexation, your content won't appear in search result

The practice of linking from one page to another page within the same website to improve navigation, user experience, and search engine crawlability.

JavaScript SEO optimises how search engines crawl and index JavaScript-heavy websites, ensuring content visibility in organic search results.

Three distinct typographic adjustments that control spacing between letters and lines. Kerning fine-tunes pairs, tracking adjusts overall density, and leading c

A keyframe is a crucial frame in video animation or editing that marks a specific point where values change, allowing smooth transitions between different state

When multiple pages on your website target the same keyword, they compete with each other in search results, diluting your ranking potential and traffic.

A structured database of entities and their relationships that search engines use to understand context and deliver more accurate answers to user queries.

Lazy loading defers the loading of images and content until they're needed, improving page speed and user experience on landing pages.

A valuable piece of content or resource offered free to prospects in exchange for contact details, typically used to build email lists and nurture leads.

Link velocity measures the speed at which a website acquires new backlinks. It's a factor Google considers when evaluating site authority and ranking potential.