The marketing wiki.
Keep every term from marketing and growth marketing in one place, in plain language, with the reason it matters.
A/B Testing
Testing two variants against each other to determine, with data, which performs better.
Read definitionAbove the fold
The part of a web page visible without scrolling, where the first impression and often the most important conversion decision are made.
Read definitionAccessibility
The degree to which a website is usable by everyone, including people with a disability, through clear structure and operation.
Read definitionAccount-Based Marketing (ABM)
B2B strategy that focuses marketing and sales on a select number of high-value accounts rather than the broad mass.
Read definitionAd copy
The headlines and descriptions of an ad that convince the searcher to click and that help determine your relevance and cost per click.
Read definitionAd group
The building block within a Google Ads campaign that bundles a set of keywords with the ads that belong to them.
Read definitionAd placement
The spot where your ad appears, whether that is at the top of the search results or in a feed, video or app.
Read definitionAd schedule
The setting that determines on which days and hours your ads are shown and how much you bid at those times.
Read definitionAI agent
An AI system that autonomously takes actions and uses tools to reach a goal, instead of merely giving an answer.
Read definitionAI content
Content created with the help of AI, where human expertise and verification determine whether it ranks and gets cited.
Read definitionAI Overview
The AI-generated answer Google shows at the top of the search results, composed from multiple sources instead of a list of links.
Read definitionAlt text
The short text description of an image that screen readers read aloud and Google uses to understand your visual.
Read definitionAnchor text
The clickable text of a link that tells both readers and Google where the link goes and what the destination page is about.
Read definitionAPI (application programming interface)
A set of agreements that lets two software systems talk to each other, so your website can retrieve data from or send it to another service.
Read definitionArtificial Intelligence (AI)
Technology that lets computers perform tasks requiring human intelligence, such as understanding language, recognising patterns and making decisions.
Read definitionAttribution (Attribution model)
The way you determine which channels and touchpoints get the credit for a conversion.
Read definitionBackend
The part of your website behind the scenes that processes, stores and delivers data: the engine the visitor never sees but does feel.
Read definitionBacklink
A link from another website to yours, and one of the strongest trust signals for Google.
Read definitionBehavioral targeting
Targeting ads based on people's past online behavior, such as pages visited, search behavior and interactions.
Read definitionBid adjustment
A percentage increase or decrease of your bid for specific audiences, devices, locations or times within a campaign.
Read definitionBid strategy
The method by which you determine how much you bid per click or conversion in an ad auction, aligned with your campaign objective.
Read definitionBounce Rate
The percentage of visitors who leave your page without further action, a signal of mismatch or friction.
Read definitionBrand mentions
Mentions of your brand across the web, with or without a link, increasingly an authority signal for SEO and AI engines.
Read definitionBroad match
The broadest keyword match type in Google Ads, where your ad also appears for related and loosely related searches.
Read definitionBuyer Persona
A semi-fictional profile of your ideal customer, based on real research into behaviour and needs.
Read definitionCall-to-Action (CTA)
The prompt that pushes the visitor to the next step, such as a button that says 'Request a demo'.
Read definitionCampaign objective
The main goal you choose when setting up an ad campaign and that determines how the platform optimizes your budget.
Read definitionCanonical tag
HTML element with which you tell Google which version of a page is the original, so duplicate content does not weaken your rankings.
Read definitionCanonical URL
The preferred URL you designate as the original version of a page when the same content exists at multiple addresses.
Read definitionCarousel ads
Ad format where you show multiple cards with image and text in one swipeable ad, each with its own link.
Read definitionChatbot
A software program that automatically holds conversations with visitors through a chat window, to answer questions or capture leads.
Read definitionChurn
The percentage of customers who drop off in a period, the silent leak in your growth.
Read definitionCitation rate
How often an AI engine cites your brand or content as a source in its answers, a core metric to measure success within GEO.
Read definitionClick-Through Rate (CTR)
The percentage of people who click after seeing your ad, search result or email.
Read definitionContent audit
Systematic analysis of all existing content on your website to determine what performs, what needs improvement and what can go.
Read definitionContent Delivery Network (CDN)
Network of servers worldwide that brings your website files closer to the visitor, so your pages load faster.
Read definitionContent gap
A topic or search query your audience is looking for, but for which your website does not yet have a good page, while competitors do offer one.
Read definitionContent Marketing
Creating valuable content that attracts your audience and builds trust, instead of selling directly.
Read definitionConversational AI
AI technology that holds natural, context-aware conversations with people through text or speech, understanding what is meant.
Read definitionConversion Rate (CRO)
The percentage of visitors who take a desired action, and the art of increasing that percentage.
Read definitionCopywriting
Writing that persuades and drives action, from ad headlines to landing pages and emails.
Read definitionCore Web Vitals
Set of Google metrics for load speed, interactivity and visual stability that measures how smoothly your page feels to visitors.
Read definitionCost Per Click (CPC)
What you pay on average per click on an ad, a core lever in every PPC budget.
Read definitionCost per result
What you pay on average for one desired result of your campaign, such as a lead, request or download.
Read definitionCPM (cost per mille)
The price you pay per thousand impressions of your ad, regardless of whether anyone clicks on it.
Read definitionCrawl budget
The number of pages a search engine wants and is able to crawl on your website within a given time.
Read definitionCrawl depth
The number of clicks a search engine needs from your homepage to reach a page.
Read definitionCrawlability
The extent to which search engines can reach, read and follow the pages of your website.
Read definitionCRM (Customer Relationship Management)
System that centralises all your customer and lead data so marketing and sales work on the same data.
Read definitionCSS
The language that determines how your website looks: colors, fonts, spacing and layout on every screen size.
Read definitionCumulative Layout Shift (CLS)
Core Web Vital that measures the visual stability of your page by tracking how many elements shift unexpectedly during loading.
Read definitionCustom audience
An audience in Meta that you build from your own data such as website visitors, customer lists or people who interacted with your content.
Read definitionCustomer Acquisition Cost (CAC)
What it costs you on average to win one new customer, including marketing and sales.
Read definitionCustomer Journey
The full path a customer travels, from first contact to purchase and beyond.
Read definitionDeep learning
A form of machine learning where neural networks with many layers learn complex patterns from large amounts of data on their own
Read definitionDemand Generation
Creating demand for your product by building awareness and trust, even before the active search.
Read definitionDisplay ads
Visual banner ads that you show on websites, apps and videos to bring your brand to the attention of your audience.
Read definitionDNS (Domain Name System)
The system that translates readable web addresses into the numeric addresses of servers, so visitors reach your site without memorizing a string of numbers.
Read definitionDomain authority
A score from external SEO tools that estimates the presumed strength of a complete website, not an official Google ranking factor.
Read definitionDuplicate content
Identical or nearly identical content that appears on multiple URLs, making it hard for search engines to choose the right page and diluting rankings.
Read definitionDynamic Creative Optimization (DCO)
Advertising technology that automatically assembles and tests the best-performing combination of ad elements per user or context.
Read definitionDynamic product ads (DPA)
Ads that automatically show products from your catalog, tailored to what a user previously viewed or searched for.
Read definitionDynamic search ads (DSA)
Search ads that Google generates automatically based on the content of your website instead of manually chosen keywords.
Read definitionE-E-A-T
Google's quality framework: Experience, Expertise, Authoritativeness and Trust, decisive for who comes out on top.
Read definitionExact match
The strictest keyword match type in Google Ads, where your ad only appears for your exact keyword or very close variants of it.
Read definitionExternal links
Links from your page to other websites that support your content and strengthen your trustworthiness for readers and Google.
Read definitionFacebook Ads Manager
Meta's management platform in which you set up, target, budget and analyze ads on Facebook and Instagram.
Read definitionFacebook pixel (Meta pixel)
A piece of tracking code on your website that passes visitor behavior to Meta for measuring, optimizing and retargeting.
Read definitionFeatured snippet
The highlighted answer block Google shows at the top of the results, with a direct answer and a link to the source.
Read definitionFoundation model
A large AI model pre-trained on broad data that serves as a base to build countless specific applications on
Read definitionFront-end framework
A ready-made structure of code that makes building the visible, interactive side of a website faster and more consistent.
Read definitionFrontend
Everything a visitor to your website sees and uses: the design, buttons, forms and interaction in the browser.
Read definitionGenerative AI
AI that creates new content such as text, images, audio or code from a prompt, instead of only recognising or classifying existing data.
Read definitionGEO (Generative Engine Optimization)
Making sure AI systems like ChatGPT and Google AI understand, remember and mention your brand in their answers.
Read definitionGeo-targeting (geographic targeting)
Showing ads based on people's physical location, such as country, region, city or a radius around an address.
Read definitionGoogle Analytics 4 (GA4)
The current version of Google Analytics, which measures website behavior based on events instead of sessions.
Read definitionGoogle Display Network (GDN)
The network of millions of websites, apps and videos where Google can show your display ads to your audience.
Read definitionGoogle Shopping ads
Visual product ads with photo, price and title that appear at the top of Google for purchase-oriented searches.
Read definitionGrowth Marketing
A data-driven, experimental approach that optimises the entire funnel instead of just the top.
Read definitionHeading tags (H1-H6)
The HTML headings H1 to H6 that structure your text and help both readers and Google understand how your page is built.
Read definitionHero image
The large visual area at the top of a page that instantly sets the tone and leads the visitor to the main message and action.
Read definitionHTML
The base language of every web page that defines the structure and content: headings, text, links and images.
Read definitionIdeal Customer Profile (ICP)
The profile of the type of company that best fits your offering, the compass for B2B targeting.
Read definitionImpression
A count of each time your ad or search result appears on a screen, regardless of whether anyone clicks on it.
Read definitionIndexability
The degree to which Google is allowed and able to include your pages in its index, determined by the technical signals on your site.
Read definitionIndexing
The process by which Google stores your pages in its index, so that they can appear in the search results.
Read definitionInteraction to Next Paint (INP)
Core Web Vital that measures your page's responsiveness and has replaced FID since March 2024 as the official metric for interaction speed.
Read definitionInternal links
Links between pages within your own website that help visitors and Google find your most important content and distribute authority properly.
Read definitionJavaScript
The programming language that makes your website interactive: forms, menus, animations and data that loads without reloading the page.
Read definitionJSON-LD
The recommended format for adding structured data to your page, so that Google understands your content better and shows it with rich snippets.
Read definitionKeyword clustering
Grouping keywords with the same search intent into clusters, so you build one strong page per cluster instead of ten weak ones.
Read definitionKeyword density
The percentage at which a keyword appears in your text; an outdated metric that you are better off swapping for natural, relevant content.
Read definitionKeyword mapping
The process by which you assign each keyword to one specific page, so your site does not let pages compete with each other in the search results.
Read definitionKeyword match types
The settings in Google Ads that determine how broadly or strictly your keywords match what people actually type into the search bar.
Read definitionKeyword Research
Mapping the terms your audience types in, as the foundation under every SEO and content strategy.
Read definitionKnowledge panel
The information block on the right in Google with facts about a brand, person or organization, built from what Google recognizes as an entity.
Read definitionKPI (Key Performance Indicator)
A measurable core figure that shows whether you are actually reaching your marketing goals.
Read definitionLanding Page
A focused page with one clear action, built to turn visitors into leads or customers.
Read definitionLarge Language Model (LLM)
An AI model trained on enormous amounts of text and therefore able to understand and generate human language.
Read definitionLargest Contentful Paint (LCP)
Core Web Vital that measures how fast the largest visible element of your page loads, and thereby determines how fast visitors experience your site.
Read definitionLazy loading
Technique that only loads images and content at the moment the visitor needs them, so your page becomes usable faster.
Read definitionLead ads
Ads with a built-in form that opens within the platform, so users leave their details without going to an external site.
Read definitionLead generation
Attracting and converting interested people into contact details that you can follow up.
Read definitionLead Magnet
Something valuable that you give away for free in exchange for contact details, the engine behind your lead generation.
Read definitionLead Nurturing
Warming up leads step by step with relevant content until they are ready to buy.
Read definitionLead Scoring
Giving leads a score based on profile and behavior, so sales focuses on the warmest contacts.
Read definitionLifetime Value (LTV)
The total revenue or profit one customer brings in on average over the entire relationship.
Read definitionLink building
Actively acquiring quality backlinks to strengthen the authority and rankings of your website.
Read definitionLink equity
The ranking value that flows through links from one page to another and helps determine how well your pages rank in Google.
Read definitionllms.txt
A proposed standard file that points AI crawlers to the most important content on your site, as an emerging but not yet recognized GEO signal.
Read definitionLocal pack
The block with three local businesses and a map that Google shows for searches with local intent.
Read definitionLong-tail keywords
Longer, more specific search queries with less volume but much clearer intent, which is why they often convert better than broad search terms.
Read definitionLookalike audience
An audience that platforms build from people who closely resemble your existing customers or website visitors.
Read definitionMachine Learning
A branch of AI where systems learn patterns from data and perform better without every rule being explicitly programmed.
Read definitionMarketing Automation
Software that automates repeatable marketing tasks and sends leads the right message at the right moment.
Read definitionMarketing Funnel
The model that describes the journey from stranger to customer, from awareness (top) to purchase (bottom).
Read definitionMeta description
The short summary under your search result that gives no ranking, but does help determine whether someone clicks on your page.
Read definitionMeta robots tag
An HTML tag that tells search engines, page by page, whether they may index it and follow the links.
Read definitionMeta title
The clickable title of your page in the search results, pulled from the title tag, which helps decide whether someone clicks.
Read definitionMicro-interactions
Small, functional animations and reactions in an interface that give the visitor feedback and make an action smoother and clearer.
Read definitionMicrocopy
The small texts in an interface, such as button labels, error messages and hints, that subtly guide the visitor through an action.
Read definitionMobile-first indexing
The way Google uses the mobile version of your website as the starting point for indexing and ranking.
Read definitionModel Context Protocol (MCP)
An open standard that lets AI models connect to external tools and data sources in a uniform way.
Read definitionMQL & SQL
Two lead stages: a marketing-qualified lead shows interest, a sales-qualified lead is ready for sales.
Read definitionMultimodal model
An AI model that combines multiple types of input and output, such as text, image, audio and video, instead of processing just one type of data.
Read definitionNatural Language Processing (NLP)
The subfield of AI that lets computers understand, interpret and generate human language, from a search query to a conversation with a chatbot.
Read definitionNegative keywords
Keywords you exclude in Google Ads so your ad does not appear for searches that have nothing to do with your offer.
Read definitionNeural network
A computational model built from layers of connected nodes that learns patterns from data, loosely inspired by the human brain
Read definitionNorth Star Metric
The single metric that captures the core value for your customer and that the whole team steers on.
Read definitionOnline reviews
Public customer ratings on platforms like Google that help determine how trustworthy you appear and how well you are found locally.
Read definitionPage authority
A tool score that estimates the likely ranking strength of one specific page, not an official Google ranking factor.
Read definitionPage speed
How fast a web page loads and becomes usable for the visitor, a factor that influences both your rankings and your conversion.
Read definitionPeople Also Ask (PAA)
The expandable block of related questions in Google, which shows what follow-up questions your audience asks around a topic.
Read definitionPhrase match
The middle keyword match type in Google Ads, where your ad appears as soon as the meaning of your keyword is present in the search query.
Read definitionPPC (Pay-Per-Click)
Advertising model where you only pay when someone actually clicks on your ad.
Read definitionPrompt
The instruction or question you give an AI model to steer its answer; the quality of your prompt largely determines the quality of the result.
Read definitionPrototype
A clickable model of a website with which you test the flow and interactions before a single line of code is written.
Read definitionQuality Score
Google's assessment of the relevance of your ad and landing page, which determines your cost per click and position.
Read definitionRecommendation engine
A system that predicts, based on data, which items or content are relevant to someone, and recommends them in a targeted way.
Read definitionReferring domain
A unique website that links to yours, and an important gauge of the breadth and quality of your backlink profile.
Read definitionResponsive design
A design approach where your website automatically adapts to every screen size, from smartphone to wide desktop screen.
Read definitionResponsive display ads
Display ads that Google automatically assembles from your images, headlines and text to adapt to every ad space.
Read definitionResponsive search ads (RSA)
Google's standard search ad format, where you supply multiple headlines and descriptions and the system shows the best combination.
Read definitionRetargeting & Remarketing
Showing ads to people who already know you, to win back visitors who did not yet convert.
Read definitionRetention
The percentage of customers who stay, the engine behind sustainable, profitable growth.
Read definitionRetrieval-Augmented Generation (RAG)
An approach in which an AI model first retrieves relevant facts from a knowledge source and uses them to formulate a current and accurate answer.
Read definitionRich snippets
Enriched search results with extra elements like stars, prices or FAQs, powered by structured data on your page.
Read definitionROAS (Return On Ad Spend)
How much revenue every euro of ad budget brings in, the core metric for advertising return.
Read definitionRobots.txt
A text file in the root of your site that tells crawlers which parts they may or may not visit.
Read definitionSchema markup
The concrete code with which you place structured data on your page, according to the Schema.org vocabulary, so search engines understand your content better.
Read definitionSEA (Search Engine Advertising)
Paid ads at the top of the search results, where you pay per click (including Google Ads).
Read definitionSearch Intent
The underlying goal behind a search query: does someone want to learn, compare or buy?
Read definitionSearch terms
The actual queries people typed before your ad appeared, visible in the search terms report in Google Ads.
Read definitionSearch volume
The average number of times a search term is entered per month in a search engine, used to estimate the potential value of a keyword.
Read definitionSemantic keywords
Words and concepts that are related in substance to your main keyword and help Google understand the context and meaning of your page.
Read definitionSEO (Search Engine Optimization)
Optimising your website so it appears higher in Google's organic search results.
Read definitionSERP (Search Engine Results Page)
The results page of a search engine, with organic results, ads and increasingly AI answers.
Read definitionSingle-page application (SPA)
A website that loads once and then refreshes content without fetching a new page each time, for a smooth app-like experience.
Read definitionSite navigation structure
The way menus, links and pages are organized so visitors quickly find what they are looking for and reach their goal.
Read definitionSitemap (XML)
A file that gives search engines an overview of the important URLs on your site, so they find them more easily.
Read definitionSmall Language Model (SLM)
A compact language model with relatively few parameters that runs faster and cheaper, often for one specific task
Read definitionSmart Bidding
Automated bid strategies from Google Ads that adjust your bid per auction to get more conversions or value from your budget.
Read definitionSocial Proof
The trust that arises because others already trust you: reviews, cases, logos and testimonials.
Read definitionSoftware Development Kit (SDK)
A collection of code, libraries and tools that makes it easier to build software on a particular platform or service.
Read definitionSSL certificate
Digital certificate that encrypts the traffic between your website and the visitor, responsible for the padlock and the https in the address bar.
Read definitionStorytelling
Wrapping your message in a story, so it sticks and evokes emotion and trust.
Read definitionStructured data
A standardised way to label information on your page, so that search engines and AI understand your content better and can display it more richly.
Read definitionTarget audience
The specific group of people you want to reach with your ads, defined by characteristics, behaviour or intent.
Read definitionThin content
Pages with little or hardly any valuable content that do not answer a real query, which makes them rank poorly and weaken your site.
Read definitionTitle tag
The HTML element that sets the title of your page and forms the basis for what Google shows in the search results.
Read definitionToken
The smallest piece of text into which an AI model splits language; a word, word fragment or punctuation mark that the model processes, and on which costs and limits are calculated.
Read definitionTopical Authority
The degree to which Google sees your site as THE authority on a topic, built with comprehensive, cohesive content.
Read definitionURL structure
The way your website addresses are built and organised, which affects both SEO and ease of use.
Read definitionUTM parameters
Labels you attach to a link so you can see in your analytics which campaign or channel brought a visitor.
Read definitionUX writing
Writing all the text in a digital interface so that visitors reach their goal effortlessly and with confidence.
Read definitionValue Proposition
The promise that explains in one sentence why a customer chooses you and not a competitor.
Read definitionVibe coding
Building software by describing your intent in natural language, after which an AI writes the code; you steer on the result instead of typing every line yourself.
Read definitionVideo ads
Ads in video format on platforms such as YouTube and social media, deployed to build brand awareness and demand.
Read definitionWCAG
The Web Content Accessibility Guidelines: the international standard with testable guidelines for accessible websites.
Read definitionWeb hosting
The service that keeps your website's files on an always-reachable server, so that visitors can open your site anywhere and at any time.
Read definitionWeb server
The computer that delivers your website: it receives the request from a browser and sends back the right page to every visitor.
Read definitionWireframe
A schematic blueprint of a page that sets the structure and placement of elements, without colours or images.
Read definitionZero-click searches
Searches where the user already gets their answer on the results page and therefore clicks on no result at all.
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