A
- A/B test
- An A/B test shows two versions of a page or message to similar visitors at random to find out which performs better.
- AEO
- Answer engine optimisation is the practice of structuring content and brand signals so AI assistants and search answer features can understand, trust and cite your business.
- Attribution
- Attribution is the method of assigning credit for a conversion to the marketing touchpoints that led to it.
B
- Backlink
- A backlink is a link from another website to yours, which search engines treat as a signal of trust and relevance.
C
- Channel marketing
- Channel marketing is the practice of reaching customers through chosen routes such as partners, media, email, communities and paid placements.
- ChatGPT Ads
- ChatGPT Ads are paid advertisements displayed within the ChatGPT experience, giving businesses a new way to reach relevant audiences as they explore ideas, compare options and consider products or services. Verge Digital helps businesses plan, manage and optimise ChatGPT advertising campaigns.
- Churn rate
- Churn rate is the percentage of customers who stop buying or cancel over a given period.
- Click-through rate
- Click-through rate is the share of people who see a result and click it, calculated as clicks divided by impressions.
- Cohort analysis
- Cohort analysis groups customers by a shared trait, such as sign-up month, and tracks their behaviour over time.
- Conversion rate
- Conversion rate is the percentage of visitors who complete a specific goal, calculated as conversions divided by visitors.
- Core Web Vitals
- Core Web Vitals are Google's measures of real-world page experience, covering loading speed, responsiveness and visual stability.
- Crawl budget
- Crawl budget is the number of pages a search engine will crawl on your site in a given period.
- CRO
- Conversion rate optimisation is the process of increasing the share of visitors who take a desired action, such as buying, signing up or booking a call.
- Customer lifetime value
- Customer lifetime value is the total revenue a business can expect from a customer over the whole relationship.
- Customer retention rate
- Customer retention rate is the percentage of customers who continue buying or subscribing over a given period.
E
- E-E-A-T
- E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the qualities Google's quality guidelines ask raters to look for in content.
F
- Featured snippet
- A featured snippet is a highlighted answer shown at the top of Google results, pulled from a web page.
G
- GEO
- Generative engine optimisation focuses on being included and accurately described in answers produced by generative AI systems.
I
- Internal linking
- Internal linking is the practice of linking from one page of your site to another.
K
- Keyword cannibalisation
- Keyword cannibalisation happens when several pages on one site compete for the same query, so none of them ranks as well as one strong page would.
O
- Organic traffic
- Organic traffic is the visitors who arrive from unpaid search results rather than ads or campaigns.
S
- Schema markup
- Schema markup is structured code added to a page that tells search engines and AI systems exactly what the content represents, such as an article, product or FAQ.
- Search Console
- Google Search Console is a free tool that shows how your site performs in Google Search, including queries, clicks, impressions and indexing issues.
- Search intent
- Search intent is the underlying goal behind a query, usually informational, navigational, commercial or transactional.
- SEO
- Search engine optimisation is the practice of improving a website so it appears higher in unpaid search results for the queries your customers use.
- SERP
- SERP stands for search engine results page, the page of results shown after a search.
T
- Topical authority
- Topical authority is the depth and consistency of a site's coverage of a subject, which signals that it is a reliable source on that topic.
Z
- Zero-click search
- A zero-click search is one where the searcher gets the answer on the results page without visiting any website.