Marketing & Advertising Glossary

A LinkedIn strategy where industry professionals establish credibility by sharing valuable insights, expertise and original content to build authority and influ

The process of cleaning and validating email subscriber lists by removing inactive, invalid, or unengaged contacts to improve deliverability and campaign perfor

Examining server log files to understand how search engine crawlers interact with your website, revealing indexation issues and crawl efficiency problems.

Long-form content is in-depth written material, typically 1,500+ words, designed to thoroughly explore a topic and establish authority with audiences.

Specific, multi-word search phrases with lower search volume that target niche audiences. Long-tail keywords typically convert better than broad terms.

An HTML element that summarises page content in 150-160 characters, displayed under the page title in search results to improve click-through rates.

Content creators with 10,000–100,000 followers who build engaged communities. They offer authentic brand partnerships at lower costs than macro-influencers.

Techniques that reduce website file sizes by removing unnecessary code and combining files, improving load speeds and user experience.

A design approach that prioritises mobile devices as the primary platform, building websites and landing pages from mobile upwards rather than adapting desktop

Words or phrases you exclude from your Google Ads campaigns to prevent ads showing for irrelevant searches, improving ROI and reducing wasted spend.

Off-page SEO encompasses strategies outside your website that improve search rankings, primarily through backlinks, brand mentions, and social signals.

On-page SEO optimises individual web pages to rank higher in search results through content, HTML elements, and technical improvements.

Open rate measures emails delivered and read; click rate measures links actually clicked. Both gauge campaign engagement differently.

The number of people who see your social media content without paid promotion. Organic reach depends on algorithm engagement, follower count, and content qualit

Orphan pages are web pages with no internal links pointing to them, making them difficult for search engines to discover and users to navigate to.

A Moz metric predicting how well a webpage will rank in search results, based on link authority and quality signals from 0-100.

Paid social refers to advertising campaigns run on social media platforms where you pay for visibility. It's essential for reaching target audiences across Face

Pantone Matching System (PMS) ensures consistent colour reproduction across print, digital, and physical media by using standardised colour codes.

Passage Ranking is Google's AI system that identifies and ranks specific passages within web pages to answer user queries, rather than ranking entire pages.

A digital advertising model where you pay only when someone clicks your ad. Commonly used across Google Search, Display, and Shopping campaigns.

People Also Ask boxes are Google search features displaying related questions users commonly ask about a topic, appearing below organic results.

An automated Google Ads campaign type that uses machine learning to optimise across all Google channels simultaneously, requiring only creative assets and a con

Strategic direction of photographic imagery for campaigns, ensuring visual consistency and brand alignment across all media channels and touchpoints.

A cornerstone content page that comprehensively covers a broad topic, serving as the hub for related cluster content and improving SEO performance.

The set of rules and machine learning systems that determine which content appears in users' feeds. Understanding algorithms is essential for effective social m

Two methods of crediting conversions: post-click attributes sales to the last ad clicked, while post-view credits impressions even without interaction.

Post-production is the phase after filming where video content is edited, colour-graded, and enhanced with effects, sound, and graphics before final delivery.

A web application that combines the best of websites and native apps, delivering fast, reliable performance and offline functionality across all devices.

A Google algorithm score (1-10) rating ad relevance, landing page quality, and expected click-through rate. Higher scores improve ad placement and reduce costs.

Reach is the total number of unique people seeing your content; impressions are the total number of times content is displayed, regardless of uniqueness.