Marketing, minus the jargon

The growth marketing glossary.

Plain-English definitions for the terms behind SEO, paid campaigns, AI, conversion, branding and content.

28 terms

A/B Testing: Comparing two versions of a page, message or creative to learn which produces a better result.
Attribution: The method used to assign credit for a conversion across the marketing touchpoints that influenced it.
Brand Positioning: The distinct place a brand aims to own in a customer's mind relative to its alternatives.
Call to Action (CTA): A prompt that tells a visitor what to do next, such as book a call, download or buy.
Click-Through Rate (CTR): The percentage of impressions that result in a click, calculated as clicks divided by impressions.
Content Pillar: A core topic a brand repeatedly explores to build authority and make content planning consistent.
Conversion Rate: The percentage of visitors who complete a desired action, such as submitting a form or purchasing.
Cost per Acquisition (CPA): The average advertising cost required to generate one customer or another defined conversion.
Customer Acquisition Cost (CAC): The total sales and marketing cost required to acquire one new customer.
Engagement Rate: The share of people who interact with content through reactions, comments, shares, saves or clicks.
Generative AI: Artificial intelligence that creates new text, images, audio, video or code from instructions and examples.
Keyword Intent: The underlying goal behind a search, commonly informational, navigational, commercial or transactional.
Landing Page: A focused page designed to move a specific audience toward one primary conversion action.
Large Language Model (LLM): An AI model trained on large text collections to understand prompts and generate language-based responses.
Lead Magnet: A useful free resource offered in exchange for a prospect's contact information.
Lifetime Value (LTV): The estimated revenue or profit a customer contributes throughout their relationship with a business.
Marketing Qualified Lead (MQL): A lead whose actions or profile suggest they are more likely than average to become a customer.
Meta Description: A short page summary that can appear beneath its title in search results and influence clicks.
Organic Traffic: Website visits earned from unpaid search results rather than advertising or direct promotion.
Prompt: The instruction, context and constraints given to an AI system to shape its response.
Return on Ad Spend (ROAS): Revenue attributed to advertising divided by the amount spent on that advertising.
Search Engine Optimisation (SEO): Improving a site's content and technical quality so it earns more relevant visibility in search.
Share of Voice: A brand's share of conversation or visibility compared with competitors in the same market.
Structured Data: Machine-readable page information that helps search engines understand content and show richer results.
Thought Leadership: Original expertise and perspective published consistently to shape how an audience understands a topic.
Topical Authority: The perceived depth and credibility a site develops by covering a subject comprehensively and usefully.
Unique Value Proposition (UVP): A concise statement of the specific value a business offers and why customers should choose it.
User-Generated Content (UGC): Content created by customers or community members rather than by the brand itself.