SEO (Search Engine Optimization)
Example: If you're a plumber in Cape Coral, SEO helps you show up when someone searches 'plumber near me'.
Digital Marketing Glossary: Plain-English Definitions for Local Businesses
Confused by marketing jargon? Use this glossary to quickly understand essential terms and make smarter decisions about your website, SEO, and advertising.
Quick Jump to Terms
Click any term below to jump directly to its definition
SEO (Search Engine Optimization)GEO (Generative Engine Optimization)PPC (Pay-Per-Click)KeywordsLocal SEOOrganic TrafficConversionCTA (Call-to-Action)Landing PageBacklinksAnalyticsROI (Return on Investment)CTR (Click-Through Rate)Responsive DesignSocial Media MarketingEmail MarketingContent MarketingLeadLead GenerationGoogle My BusinessSchema Markup
Marketing Terms You Should Know
Understanding these terms will help you choose the right strategies and track real business results.
- The process of improving your website so it appears higher in Google search results when people search for your services.
GEO (Generative Engine Optimization)
- The process of optimizing your content so it appears in AI-powered search engines and chatbots like ChatGPT or Google Gemini. GEO helps your business stay visible as search shifts from traditional Google results to AI-generated answers.
PPC (Pay-Per-Click)
- Online advertising where you pay each time someone clicks on your ad. Google Ads and Facebook Ads are examples.
Keywords
- Words and phrases people type into search engines when looking for businesses like yours.
Local SEO
- SEO focused on helping your business appear in local search results and Google Maps.
Organic Traffic
- Visitors who find your website through unpaid search results (not ads).
Conversion
- When a website visitor takes the action you want them to take.
CTA (Call-to-Action)
- Text or buttons that tell visitors what you want them to do next.
Landing Page
- A specific webpage designed to convert visitors into leads or customers.
Backlinks
- Links from other websites that point to your website. Google sees these as votes of trust.
Analytics
- Data about how people use your website and interact with your marketing.
ROI (Return on Investment)
- How much money you make compared to how much you spend on marketing.
CTR (Click-Through Rate)
- The percentage of people who click on your ad or link after seeing it.
Responsive Design
- A website that automatically adjusts to look good on phones, tablets, and computers.
Email Marketing
- Sending emails to customers and potential customers to promote your business.
Content Marketing
- Creating valuable content (blogs, videos, guides) to attract and educate potential customers.
Lead
- A potential customer who has shown interest in your business.
Lead Generation
- Marketing activities designed to attract potential customers and get their contact information.
Google My Business
- Your free business profile on Google that appears in local searches and Google Maps.
Schema Markup
- Special code that helps search engines understand your website content better.
Example: If you run a local bakery in Fort Myers, GEO ensures your shop is recommended when someone asks an AI assistant 'Where’s the best bakery near me?'
Example: You pay $2 every time someone clicks your Google Ad for 'Fort Myers restaurant'.
Example: 'Naples dentist', 'best pizza Fort Myers', 'Cape Coral real estate agent'.
Example: Optimizing your Google Business Profile so you show up in the 'map pack' for local searches.
Example: Someone finds your website by searching Google, not by clicking a paid advertisement.
Example: A visitor fills out your contact form, calls your phone number, or makes a purchase.
Example: 'Call Now', 'Get Free Quote', 'Schedule Appointment', 'Learn More' buttons.
Example: A page specifically about your plumbing services with a form to request a quote.
Example: The Naples Chamber of Commerce website links to your business website.
Example: Google Analytics shows you how many people visited your site and which pages they viewed.
Example: You spend $1,000 on marketing and gain $5,000 in new business = 400% ROI.
Example: If 100 people see your ad and 5 click it, your CTR is 5%.
Example: Your website's text and buttons resize perfectly whether viewed on an iPhone or desktop.
Example: Monthly newsletters with tips, special offers sent to customers who signed up.
Example: A roofing company writing blog posts about 'How to Spot Roof Damage After a Storm'.
Example: Someone who filled out your contact form or called asking for a quote.
Example: Offering a free guide in exchange for someone's email address.
Example: The box that shows your business hours, photos, and reviews when people search for you.
Example: Code that tells Google your business hours, location, and services so they display correctly.
Still Have Questions?
Don't let confusing marketing terms hold your business back. We'll explain everything in plain English and help you pick strategies that work for your Southwest Florida business.
Social Media Marketing
Example: Posting photos of your work on Instagram and sharing customer testimonials on Facebook.