Digital marketing terms A–Z

The goal behind a search that suggests the person wants a nearby product, service, or place.

Optimizing a business to appear in local search results and map listings for nearby customers.

A Google Ads asset that shows your business address, map pin, and distance alongside an ad.

Reviewing server logs to see exactly how bots and users request your pages.

In-depth content, often 1,500 words or more, that covers a topic thoroughly.

A specific lower-volume search phrase that often signals precise intent.

An ad audience a platform builds to resemble an existing customer or source list.

Google's free tool for building shareable dashboards from many data sources.

People feel the pain of a loss more strongly than the pleasure of an equal gain.

A structured scheme that rewards customers for repeat purchases and continued engagement.

A popular but technically inaccurate label for terms related in meaning to a main keyword.

A comparison of a customer's lifetime value to the cost of acquiring them.

The primary goal action that defines success for a page or campaign.

A creator with a large following, often roughly 100,000 to one million followers.

A low-quality website built mainly to load ads rather than serve real readers.

A penalty a human Google reviewer applies when a site breaks Google's guidelines.

A bidding approach where the advertiser sets and adjusts bids directly instead of letting the platform decide.

Another name for the Local Pack, the map plus list of local businesses in Google results.

Dividing a broad market into smaller groups with shared needs or traits.

The practice of measuring and analyzing marketing data to understand and improve performance.