Glossary
Marketing terms, in plain language
What your agency means when it says CPL, NAP or AEO.
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Terms
- 301 redirect
- A permanent redirect from an old URL to a new one, which passes on most of the old page’s ranking value.
- AEO (answer engine optimization)
- Making your business easy for AI assistants like ChatGPT and Google AI Overviews to understand and recommend.
- Citation
- A mention of your business NAP on another website, such as a directory.
- Conversion tracking
- Recording calls, forms and bookings so you know which ads and pages produce customers.
- Core Web Vitals
- Google’s measures of how fast and stable a page feels to visitors.
- Cost per booked job
- Total marketing cost divided by the jobs it produced. The number that matters most.
- CPC (cost per click)
- The average amount you pay Google for one click on your ad.
- CPL (cost per lead)
- What you pay, on average, for one call or form from a potential customer. Total spend divided by leads.
- Google Business Profile
- Your free business listing on Google Search and Maps, formerly Google My Business.
- Landing page
- The page someone arrives on after clicking an ad, ideally about exactly what they searched for.
- llms.txt
- A proposed standard file that summarises a website for AI tools, with links to its key pages.
- Local Services Ads (LSA)
- Google ads that appear above other results with a Google Verified badge. You pay per lead instead of per click.
- Map pack
- The box of three local businesses with a map shown for local searches such as "plumber near me".
- NAP
- Name, address and phone number. Keeping them identical everywhere online helps local rankings.
- Negative keyword
- A search term you tell Google never to show your ad for, such as "jobs" or "DIY".
- PPC (pay per click)
- Advertising where you pay each time someone clicks your ad. Google search ads are the most common PPC for trades.
- Schema markup
- Code that describes your business, services and FAQs in a format search engines and AI tools read reliably.
- SEO (search engine optimization)
- Improving your website so it ranks higher in Google’s regular, unpaid results.
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