Marketing Glossary

Plain-English definitions of the terms you’ll hear from us — no jargon for jargon’s sake.

Search engine optimization — improving your site and content so it ranks higher in organic (unpaid) search results.

Answer/Generative Engine Optimization — getting your brand surfaced and cited inside AI-generated answers like Google AI Overviews and ChatGPT.

Pay-per-click — advertising where you pay only when someone clicks your ad, common on Google and social platforms.

Conversion rate optimization — increasing the share of visitors who take a desired action, like booking or buying.

The practice of assigning credit to the marketing touchpoints that contributed to a sale, so you know what actually drives revenue.

Customer acquisition cost — the total cost to acquire one new customer.

Lifetime value — the total revenue you expect from a customer over the whole relationship.

Software-driven workflows that execute marketing tasks — like nurture emails or lead scoring — automatically.

More terms added over time. Want one defined? Ask us.

Prefer to skip the jargon entirely?

We’ll explain exactly what we’d do, in plain English.