Marketing & Advertising Glossary

A web design approach that automatically adjusts layout and content to fit any screen size, from mobile phones to desktop monitors.

A web design approach that adapts content and layout automatically to different screen sizes, from mobiles to desktops, ensuring optimal user experience across

A text file that tells search engine crawlers which pages to index and which to avoid, controlling how bots access your website.

Content optimised for both search engines and human readers, combining SEO best practices with persuasive copywriting to drive organic traffic and conversions.

SERP volatility measures fluctuations in search rankings over time. High volatility indicates unstable positions, affecting SEO strategy and content performance

HTML code that helps search engines understand page content by labelling information like products, events, and organisations. Improves search visibility and ri

Search intent is the underlying goal or reason behind a user's search query. Understanding what searchers actually want – whether information, products, or soluti

Grouping related keywords by meaning and intent to create more targeted, coherent content clusters that improve SEO performance and user experience.

Server-side rendering generates complete HTML pages on the server before sending them to users' browsers, improving performance and SEO for landing pages.

Shadow banning is when social platforms secretly limit your content's visibility without notification, reducing reach to followers and new audiences.

The percentage of total social media engagement a brand receives compared to its competitors within a specific category or industry.

Smart Bidding uses Google's machine learning to automatically optimise your ad bids in real-time, targeting your chosen goal like conversions or ROAS.

Social commerce integrates shopping directly into social media platforms, allowing customers to discover and purchase products without leaving apps like Instagr

The social graph maps connections between users and content on social platforms, enabling targeted advertising and relationship-based marketing strategies.

Monitoring online conversations about your brand, competitors, and industry to extract actionable insights and identify engagement opportunities.

The measure of how actively your audience interacts with your social media content through likes, comments, shares, and other meaningful interactions.

Social proof is the psychological principle that people trust and copy the actions of others, especially in social media marketing where reviews, testimonials,

A soft 404 occurs when a page returns a successful HTTP status code (like 200) despite containing little or no useful content, confusing search engines about pa

TikTok's native advertising format that allows brands to promote existing organic content or create sponsored videos within the user feed, optimised for perform

Storytelling in marketing uses narrative techniques to create emotional connections with audiences, making brand messages more memorable and engaging than tradi

A comprehensive document defining how a brand's visual and verbal identity should be applied across all communications, ensuring consistency and recognition.

The process of testing and refining email subject lines to improve open rates, engagement, and campaign performance across subscriber segments.

TF-IDF is a mathematical formula that measures word importance in content, helping optimise copy for search relevance and readability across UK digital campaign

An automated Google Ads bidding strategy that optimises for conversions by automatically adjusting bids to reach a target cost per acquisition you specify.

An automated Google Ads bidding strategy that adjusts bids to maximise return on ad spend (ROAS) based on conversion value.

Technical SEO optimises website infrastructure and backend elements to help search engines crawl, index, and rank your content effectively.

Strategic content that establishes a brand or individual as an authoritative expert in their industry, building trust and credibility with target audiences.

A comprehensive plan for using TikTok's advertising platform to reach and engage target audiences, combining creative content, audience targeting, and performan

The consistent personality and style of language used across all brand communications. It shapes how your audience perceives your company's character and values

Establishing your website as a trusted expert across interconnected topics within a specific niche, signalling authority to search engines and users alike.