Digital Marketing Glossary

SEO is the practice of optimising a website to rank higher in search engine results pages (SERPs), increasing organic (non-paid) traffic.

Local SEO is the process of optimising your online presence to attract more business from relevant local searches on Google and other search engines.

PPC is an online advertising model where advertisers pay a fee each time one of their ads is clicked, buying visits to their site rather than earning them organically.

CRO is the process of increasing the percentage of website visitors who complete a desired action such as filling in a form, making a purchase, or calling your business.

Content marketing is a strategic approach focused on creating and distributing valuable, relevant content to attract and retain a clearly defined audience and to drive profitable customer action.

Backlinks (also called inbound links) are links from one website to another. Search engines treat backlinks as votes of confidence.

Keyword research is the process of finding and analysing search terms that people enter into search engines, used to guide content creation and SEO strategy.

Brand identity is the collection of visual and verbal elements that a company creates to portray the right image to its customers including logo, colour palette, typography, and tone of voice.

Social media marketing is the use of social media platforms to connect with your audience, build your brand, increase sales, and drive website traffic.

Technical SEO refers to optimising the infrastructure of a website so search engines can crawl, index, and render it efficiently, improving rankings without changing content.