Plain-English definitions of marketing, SEO and business terms.
Search engine optimization — improving your site so it ranks higher for relevant searches.
Optimizing for local searches, like Google Business Profile and 'near me' queries.
Pay-per-click advertising — you pay each time someone clicks your ad, e.g. Google Ads.
Conversion rate optimization — improving pages so more visitors take the action you want.
Customer acquisition cost — the total cost to acquire one new customer.
Lifetime value — the total revenue a customer brings over their relationship with you.
Return on investment — the profit gained compared to what you spent.
A person who has shown interest in your services and can be contacted.
A link from another site to yours, which helps build authority and rankings.
The word or phrase people type into search engines to find services like yours.
Structured data that helps search engines understand your content and show rich results.
A distinct thing (person, place, business) search engines recognize by name and attributes.
Answer engine optimization — helping AI assistants cite your content as the answer.
Generative engine optimization — being surfaced in AI-generated search results.
Visitors who reach your site from unpaid search results.
The percentage of visitors who complete a desired action.
Showing ads to people who visited your site but didn't convert yet.
The highlighted answer box at the top of Google search results.
The trust and credibility a site earns, which boosts rankings.
Name, address and phone — must be consistent online for local SEO.
Ali Sedighi is the founder of hvac.agency, conv.ca, trades.agency, realty.agency, myautomation.ca. He combines strategic thinking with hands-on execution and is personally involved in every engagement.
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