Marketing glossary, in plain words

• SEO and search
• Web and performance
• Conversion and acquisition
• Advertising and measurement
• Brand and content

SEO and search

SEO

The work of getting a website to appear in Google results without paying for it. It is not a trick or a setting: it is dozens of decisions about content, structure and speed that accumulate over months. Anyone promising you a specific position is lying, because Google decides the order and it changes daily. See how we work on this

Local SEO

The part of SEO that gets you found when someone searches for what you do plus where you are: "car repair Getafe". It depends less on your website and more on your Google profile, your reviews, and your contact details being identical everywhere. See how we work on this

Technical SEO

Everything affecting whether Google can read and understand your site: speed, code structure, sitemap, structured data, duplicate versions. Invisible to the visitor and decisive for the search engine. It is usually fixed first because it takes effect fastest. See how we work on this

Keyword

What a person types into Google. The trap is choosing the ones that sound good to the company rather than the ones people actually type: almost nobody searches for "integrated communication solutions"; plenty search for "how much does a website cost".

SERP

The Google results page. It matters because it has fewer and fewer blue links and more things taking up space: ads, maps, FAQs and AI-generated summaries. Ranking first no longer means what it used to. See how we work on this

Meta description

The text under the title in Google results. It does not affect ranking, but it does affect whether people click. Google often rewrites it if another snippet answers better, though it is still worth writing: when it is used, it decides the click. See how we work on this

Structured data

Invisible code telling Google what each thing on your page is: that this number is a phone, that this address is yours, that this is a frequently asked question. Without it Google guesses; with it, it knows. It is what lets your opening hours or ratings appear directly in results. See how we work on this

Hreflang

The tag telling Google that two pages are the same content in different languages. Without it, a multilingual site looks like duplicate content and the versions compete with each other. It is the most common and most expensive fault on translated websites. See how we work on this

Sitemap

A file listing every page on your site so Google does not have to discover them on its own. It does not guarantee indexing, but it speeds up discovery considerably, especially on new sites or pages with few links.

Backlink

A link from another website to yours. Google reads them as recommendations, so they are among the heaviest ranking factors. They are also why a new site with good content can fail to rank for months: nobody is recommending it yet.

Indexing

Google having stored your page in its database. If it is not indexed, it does not exist for searches, however well built it is. Check by searching "site:yourdomain.com" or in Search Console.

GEO

Optimising so AI systems — ChatGPT, Perplexity, Gemini, Google summaries — cite your brand inside their answer rather than listing you among ten links. It is the evolution of SEO as people ask instead of search, and it depends more on having specific, attributable facts than on accumulated authority. See how we work on this

Conversion and acquisition

Conversion

A visitor doing what you wanted: writing, calling, buying, subscribing. Defining what your site's conversion is comes before everything else; without it you cannot know whether anything works. See how we work on this

Conversion rate

The percentage of visitors who do what you wanted. A services site typically sits between 1% and 3%. Double that and you double your clients with the same traffic, which is almost always cheaper than doubling traffic. See how we work on this

CRO

The work of raising the conversion rate: changing copy, forms, page order, and measuring whether it improves. Done with data, not opinions. It is the most profitable work when you already have visitors and few convert. See how we work on this

CTA

The button or link telling the visitor what to do. The usual mistake is three competing on the same screen: when everything is important, nothing is, and the visitor leaves without doing any of them.

Landing page

A page built for one thing: getting someone to take one specific action. No distracting menu, no telling everything. Used mostly with paid advertising, where every visit costs money and losing one is expensive. See how we work on this

Lead

Someone who has shown interest and left a way to contact them. Not a client yet. Confusing leads with sales is why many campaigns look successful and bring no revenue.

Funnel

The path from someone discovering you to buying, and the losses at each step. It shows where people are leaving: if a thousand arrive and two buy, the problem is at one specific point, and it is worth finding before spending more on attracting.

CAC

What it costs you to acquire a client, including advertising and time. Compared with what that client leaves you, it tells you whether the business works. The most ignored number, and the only one that decides whether you can scale.

Brand and content

Brand positioning

The decision about who you are for and what you stand against. It is not a slogan: it is what lets you say no to the wrong client. Without that decision written down, whatever design follows has nothing real to express. See how we work on this

Visual identity

The set of logo, colours, typefaces and usage rules. It is the consequence of positioning, not a substitute for it. A beautiful identity over a non-existent strategy shows within six months, when it stops holding anything up. See how we work on this

Tone of voice

How your brand sounds when it writes. It is what separates two companies offering exactly the same thing. Defined with examples of what is and is not said, not with adjectives like "approachable" or "professional", which mean nothing operationally. See how we work on this

Content pillar

A broad topic you publish about consistently until Google associates you with it. Publishing a bit of everything spreads the signal and consolidates nothing; sticking to three topics builds authority in those three. See how we work on this