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Digital Marketing Glossary
One page per term: a one-sentence definition, why it matters, how it is measured, and frequently asked questions.
Search
What is SEO?SEO (Search Engine Optimization) is the combined technical, content and off-site work that helps a website appear high in search engines such as Google and Yandex for the queries people actually type.What is local SEO?Local SEO is the work of making a business appear in searches tied to a particular city or district — above all in Google Maps, Yandex Maps and queries of the “near me” type.
AI search
What is GEO (Generative Engine Optimization)?GEO (Generative Engine Optimization) is the work of preparing a website so that AI search systems such as ChatGPT, Gemini and Perplexity select it as a source and name it when composing an answer.What is AEO (Answer Engine Optimization)?AEO (Answer Engine Optimization) is the practice of structuring pages so they give a short, precise and verifiable answer to a user’s question, allowing Google answer boxes, voice assistants and AI search to surface that answer directly.What is llms.txt?llms.txt is a plain text file placed at the root of a website that tells AI systems, in a structured form, who owns the site, what it covers and which pages are the important ones.
Advertising
Analytics
What is ROAS?ROAS (Return on Ad Spend) is revenue attributed to advertising divided by the amount spent on that advertising, usually expressed as a multiple.What is a conversion?A conversion is when a visitor from your site or advertising completes the action the business is asking for — submitting a form, calling, messaging, or placing an order; the conversion rate is the share of visitors who do so.What is a lead?A lead is a potential customer who has shown interest in a company's product or service and left a way to be contacted — a phone number, an email address or a messaging handle. It is not a sale, but an enquiry that can become one.