Glossary

Marketing terms, in plain English.

A short reference for the terms that matter when you’re deciding what to fix.

Search & visibility

Technical SEO

The behind-the-scenes setup that helps search engines reach your pages, understand which URLs matter, and index the right versions.

Why it matters

When that setup is wrong, important pages can stay out of search or Google can choose the wrong URL.

Care when

Care when important pages disappear after a redesign or migration, are not being indexed, or Google is choosing the wrong version of a URL.

Related resources

Google Indexing Review · CrawlCue tool · Why Your Site Isn't Indexing and How to Fix It

Local SEO

How visible your business is when nearby people search for services you offer.

Why it matters

Most local buyers compare a few options quickly. Strong local visibility puts you in that short list before a call ever happens.

Care when

Care if you serve a city or region and want more calls from local intent searches.

Related resources

Local Presence · Local SEO topic

NAP consistency

Keeping your business name, address, and phone number the same everywhere people and platforms find you.

Why it matters

Conflicting details can send customers to the wrong phone number, address, or listing. Consistency keeps the basic business facts aligned where people look.

Care when

Care when you move locations, change phone systems, or notice conflicting listings online.

Related resources

Local Presence · Google Business Profile and Your Website Should Agree on the Basics

Pages & conversion

Landing pages

Focused pages built for one offer and one action, usually from ads or campaigns.

Why it matters

A focused page keeps the offer, message, and next action aligned, especially when someone arrives from an ad or campaign.

Care when

Care when you run Google Ads, seasonal promos, or any campaign that needs clean tracking and clear intent match.

Related resources

Landing Pages service · Do You Need a New Landing Page or Just a Better One?

Service pages

Core pages that explain one service, who it helps, what to expect, and how to start.

Why it matters

They help buyers understand what the service is, whether it fits, and what happens next. They also make the page’s purpose clearer to search engines.

Care when

Care if people ask the same basic questions before booking, or if your site has traffic but weak lead quality.

Related resources

Services overview · Turning Service Pages Into Decision Pages · Service pages topic

Conversion rate

The percentage of visitors who take the action you care about, like calling, booking, or submitting a form.

Why it matters

Improving this number means more leads from the same traffic, which is often cheaper than buying more clicks.

Care when

Care when traffic looks fine but lead volume is soft.

Related resources

Website Improvements · Landing Pages service · Homepage Hero tool

Lead quality

How well incoming leads match your ideal jobs, budget range, and service area.

Why it matters

More leads is not automatically better. Low-fit leads burn team time and make marketing look busy but unprofitable.

Care when

Care when your inbox is active but close rates stay low.

Related resources

Google Ads service · Targeting topic · Google Ads topic

Measurement

Attribution

Your best estimate of which channel or page influenced a lead before they contacted you.

Why it matters

Without this, budget decisions become guesswork. With even rough attribution, you can protect what is working and cut waste sooner.

Care when

Care when deciding where to invest next month across SEO, ads, and referrals.

Related resources

Track website leads · Google Ads service · Tracking topic

Call tracking

A way to connect phone calls back to the campaign, source, or page that generated them.

Why it matters

For many service businesses, calls are the main conversion. If calls are untracked, channel performance is easy to misread.

Care when

Care if phone calls drive revenue and you currently rely on gut feel for source data.

Related resources

Google Ads service

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