Marketing & Advertising Glossary

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.

The date a print publication becomes available for public purchase at newsagents, supermarkets and other retail outlets.

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

Open-source AI refers to artificial intelligence models and tools with publicly available code that anyone can use, modify, and distribute freely.

The number of times an individual has a chance to see an out-of-home advertisement during a specific campaign period or timeframe.

Optimised CPT (Cost Per Thousand) is a TV pricing model where advertisers pay based on actual viewership data rather than standard rate cards, enabling more eff

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.

Impressions measure the number of times an out-of-home advertisement is seen by an audience member.

When a TV campaign delivers more or fewer ad impressions than contracted, affecting campaign performance and billing reconciliation.

Overfitting occurs when an AI model learns training data too well, including noise, reducing its ability to perform on new, unseen data.