SEO & Marketing Glossary

Experience, Expertise, Authoritativeness, and Trustworthiness. Google's quality guidelines for evaluating content and websites, especially important for YMYL (Your Money or Your Life) topics.

Search Generative Experience. Google's AI-powered search feature that provides conversational, generative responses directly in search results using large language models.

A set of specific factors that Google considers important in a webpage's overall user experience: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).

Search Engine Results Page. The page displayed by search engines in response to a query, containing organic results, ads, and various features like snippets and knowledge panels.

Longer, more specific keyword phrases that visitors are more likely to use when they're closer to making a purchase or finding specific information. Usually have lower search volume but higher conversion rates.

Structured data vocabulary that helps search engines understand the content on your webpage and provide rich snippets in search results.

Click-Through Rate. The percentage of people who click on a specific link out of the total number of people who view the page, email, or advertisement.

Links from other websites that point to your website. Also called inbound links, they're crucial for SEO as they signal authority and trustworthiness to search engines.

A search engine ranking score developed by Moz that predicts how likely a website is to rank on search engine result pages. Scored from 1-100.

Selected search results that appear at the top of Google's organic search results, providing direct answers to user queries in a box format.

The percentage of visitors who complete a desired action on your website, such as making a purchase, filling out a form, or subscribing to a newsletter.

A method of comparing two versions of a webpage, email, or other marketing asset to determine which one performs better in terms of conversions or other metrics.

Cost Per Click. The amount you pay each time someone clicks on your paid advertisement. Common pricing model for Google Ads and other PPC platforms.

Return on Ad Spend. A marketing metric that measures the revenue generated for every dollar spent on advertising. Calculated as revenue divided by ad spend.

The practice of optimizing your online presence to attract more business from relevant local searches on Google and other search engines.

The preferred version of a set of pages with highly similar content. Used to prevent duplicate content issues and consolidate link equity.

An HTML attribute that provides a brief summary of a web page's content. Often displayed in search engine results as the snippet below the page title.

The process of optimizing content for voice search queries, typically involving natural language patterns and question-based keywords.

The complete sum of experiences that customers go through when interacting with your company and brand, from initial awareness to post-purchase advocacy.

The reason behind a user's search query. Typically categorized as informational, navigational, transactional, or commercial investigation intent.