The marketing glossary: every term, in plain English.
Marketing has a jargon problem, and agencies profit from it. Confused clients don't ask hard questions.
This glossary is the antidote. Every term we use in a report, a proposal, or a call, defined the way we'd explain it across a table: what it means, why you'd care, and — where honesty requires it — why you shouldn't. It includes the new AI-search vocabulary (GEO, AIO, AI Overviews, citations) that most glossaries haven't caught up to yet.
Bookmark it. Send it to whoever reads your marketing reports.
The terms
The working set, grouped by discipline. Every term here is one we actually use with clients — plain-English definitions, no padding.
- AI Search / GEO (the citation wedge — write these first): GEO (Generative Engine Optimization) · AIO (AI Optimization) · AI Overviews · AI Citations · LLM (Large Language Model) · Answer Engine · Zero-Click Search · Entity / Entity SEO
- SEO core: SERP · Local Pack / Map Pack · Backlink · Domain Authority · Schema Markup / Structured Data · Core Web Vitals · Crawlability / Indexing · Keyword Intent (informational / commercial / transactional) · Technical SEO · E-E-A-T
- PPC core: PPC (Pay-Per-Click) · Quality Score · CPC / CPA / CPL · ROAS · Negative Keywords · Remarketing / Retargeting · Conversion Tracking
- Web / CRO: CRO (Conversion Rate Optimization) · Landing Page · Headless CMS
Fluent now? Put it to work. The next report you read shouldn't confuse you.
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