Marketing Glossary

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• SEO — Search Engine Optimization
• Local SEO — for businesses serving a specific geography
• Technical SEO — the engineering side of SEO
• PPC — Pay-Per-Click advertising
• CPC — Cost Per Click
• CPA — Cost Per Acquisition / Action
• ROAS — Return on Ad Spend
• CTR — Click-Through Rate
• CRO — Conversion Rate Optimization
• Landing Page — a standalone page built for a single campaign
• Retargeting — ads shown to people who already visited
• Lookalike Audience — Meta and Google audience expansion
• Marketing Funnel — awareness → consideration → conversion → retention
• Lead Magnet — a free resource that captures contact info
• UTM Tracking — parameters for attributing traffic sources
• Backlink — A link from another website to yours; a core signal of authority in search.
• Domain Authority — A third-party score predicting ranking strength (not a Google metric).
• SERP — The Search Engine Results Page — organic results, ads, the map pack, and AI overviews.
• Organic Traffic — Unpaid visitors who arrive from search results.
• Customer Lifetime Value (LTV) — The total revenue you expect from one customer over the whole relationship.
• Quality Score — Google Ads' 1-10 rating of ad and landing-page relevance that lowers your costs.
• Attribution Model — The rule that decides which touchpoints get credit for a conversion.
• Featured Snippet — The answer box at the top of Google — "position zero."
• Schema Markup — Structured data that helps search engines and AI understand your page.
• E-E-A-T — Experience, Expertise, Authoritativeness, Trust — Google's content-quality framework.

About this glossary

We add new entries as questions come up from clients. If a term should be here and isn't, email info@apexmarketings.com. Every definition is reviewed by a senior strategist on our team before publishing.

For an engineering glossary (DevOps, CI/CD, Kubernetes, headless CMS), see our sister company Apex IT Solutions' glossary.