A plain language digital marketing glossary covering SEO, AEO, GEO, paid media, social, analytics, ecommerce and B2B. 215 terms explained for business owners, not students.
14 categories · 215 terms · plain-language definitions
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Search visibility decides who your customer finds first. These are the SEO terms that come up most often in client conversations, explained in plain language, with what each one actually means for your business. If you want any of this handled rather than explained, our SEO services cover the full stack.
The clickable words in a link. Search engines read anchor text as a clue about what the linked page covers, so a link that says "industrial SEO services" carries more meaning than one that says "click here". Sloppy anchor text weakens your internal linking and wastes the signal. Good anchor text helps both your reader and your rankings.
A link from another website to yours. Search engines treat backlinks as votes of confidence, so links from credible, relevant sites lift your authority while spammy ones can drag it down. Quality beats quantity every time. One link from a respected industry publication outperforms fifty from low grade directories.
Tactics that break search engine guidelines to force rankings, such as buying links, hiding keywords or spinning content. They sometimes work briefly, then collapse with the next algorithm update and take your traffic with them. Recovery costs far more than doing it properly. We do not use these methods and we advise clients to leave any agency that does.
The number of pages a search engine will crawl on your site within a given period. Large sites with thousands of product or location pages can waste that budget on duplicate URLs, filtered pages and broken links, leaving important pages uncrawled. Fixing it is a technical job, and it often unlocks rankings that content alone never could. It matters most for ecommerce and enterprise sites.
Crawling is when a search engine discovers your pages. Indexing is when it stores them so they can appear in results. A page that is never crawled or never indexed cannot rank, no matter how well written it is. Plenty of sites lose traffic to this quietly, which is why every SEO audit starts here.
A third party score that predicts how likely a website is to rank, usually on a 1 to 100 scale. It is not a Google metric, so treat it as a rough comparison tool rather than a target. It is useful for judging whether a backlink is worth pursuing, and for benchmarking yourself against competitors in your category.
The answer box that appears above the normal results, pulled directly from a webpage. Winning one puts your brand at the top of the page without paying for the position, and it often gets read aloud by voice assistants. Getting there takes clear structure and direct answers, which is the core of answer engine optimisation.
A change to how Google ranks pages. Major core updates roll out a few times a year and can shift traffic sharply in either direction overnight. Sites built on genuine quality usually recover or gain, while sites built on shortcuts lose. If your traffic dropped without warning, an update is the first thing to check.
A drop in visibility caused by breaking search guidelines, either applied manually by a Google reviewer or triggered algorithmically. Common causes include bought links, thin content and cloaking. Recovery means finding the cause, fixing it properly and waiting, which can take months. Prevention is far cheaper than the cure.
When several pages on your site target the same keyword and compete against each other. Instead of one strong page ranking well, you get three weak ones splitting the signal. It is common on sites that have published for years without a content plan. Fixing it usually means merging or repointing pages, and results often show up fast.
A score estimating how hard it will be to rank for a given keyword, based on who already ranks there. High difficulty terms need more content, more authority and more time. Smart strategy mixes a few ambitious targets with achievable ones that bring revenue sooner, rather than chasing only the biggest term in your category.
The process of finding what your customers actually type when they look for what you sell. Done well, it shapes your entire site structure and content plan. Done badly, you rank for terms nobody searches or that bring visitors who never buy. We build every SEO programme on commercial intent rather than raw volume.
Earning links from other websites to strengthen your authority and rankings. Legitimate approaches include digital PR, original research, industry partnerships and genuinely useful content. Buying links looks faster and creates a liability. For competitive categories, link building is usually what separates page one from page three.
The map result box shows three nearby businesses for location based searches. For clinics, dealerships, showrooms and service businesses, this box often gets more clicks than the organic results below it. Ranking there depends on your profile, reviews and citations rather than your website alone, which is what local SEO and GMB management handles.
A longer, more specific search phrase, such as "industrial water treatment plant supplier in Noida" rather than just "water treatment". These get fewer searches but far higher intent, because the person already knows what they want. They also cost less to rank for, which makes them the fastest route to leads for most businesses.
A link marked so search engines do not pass ranking value through it. Most paid placements, sponsored posts and user submitted links carry this attribute. No-follow links still bring referral traffic and brand exposure, so they have value, just not the ranking kind. Knowing the difference stops you overpaying for links that will not move rankings.
Visitors who arrive from unpaid search results. Unlike ads, this traffic does not stop when you pause spending, which is what makes SEO compound over time. It usually carries stronger intent too, because the person searched rather than being interrupted. For most businesses, it becomes the cheapest reliable acquisition channel within a year.
The expandable list of related questions Google shows inside search results. Each one is a real query your customers are typing, which makes it free research into what your buyers actually want to know. Appearing there puts your brand in front of people mid decision, and it takes clear, direct answers on the page.
A search result enhanced with extra detail such as star ratings, prices, FAQs or images. Rich snippets take up more space and attract more clicks than plain results, often lifting click through rate noticeably. They come from schema markup on your site, which means it is a technical fix rather than a content one.
The practice of improving your website so it appears higher in unpaid search results for the terms your customers use. It covers technical health, content, on page structure and authority building, and it works over months rather than days. Done right, it becomes the acquisition channel that keeps producing after the spending stops. See our SEO services for how we approach it.
The reason behind a search. Someone typing "what is CRM software" wants information, while someone typing "CRM software pricing" is close to buying. Matching your page to the right intent decides whether traffic converts. Most underperforming SEO fails here, ranking for terms that bring readers rather than buyers.
The Search Engine Results Page, meaning everything Google shows for a query. Modern SERPs include ads, maps, answer boxes, videos, questions and AI generated summaries, so the first organic result is often well down the page. Understanding what fills the SERP for your keywords tells you where the real opportunity sits.
Improving rankings by following search engine guidelines, through technical quality, useful content and legitimately earned links. It takes longer than shortcuts and it holds up through algorithm updates instead of collapsing. Every ranking we build for clients uses these methods, which is why our results survive core updates.
A search that ends without anyone clicking a result, because the answer appeared directly on the page in a snippet, map pack or AI summary. This is now a large share of all searches, which changes what SEO success looks like. Visibility in those boxes matters as much as ranking, which is why we pair SEO with AEO and GEO.
Most sites lose traffic to two or three of the issues above without ever knowing. We will tell you which ones, in plain language, with a prioritised fix list.
Most sites do not lose rankings because of weak content. They lose them because search engines struggle to crawl, read or load the site properly. These are the technical terms behind those problems, explained in business language. Our SEO services include a full technical audit that finds them before they cost you traffic.
A permanent instruction telling search engines a page has moved to a new address. Used correctly during a redesign or URL change, it carries your existing rankings across to the new page. Skipped or done wrong, years of accumulated search value vanish overnight. This is the single most common way businesses destroy their traffic during a website relaunch.
The message shown when a page no longer exists. A handful is normal on any site. Hundreds, especially where old product or campaign URLs used to sit, waste crawl budget, frustrate visitors and leak the value of any links pointing at those pages. Fixing them is quick work with a measurable payoff.
A line of code telling search engines which version of a page is the original when several near identical URLs exist. Ecommerce sites create these constantly through filters, sort options and tracking parameters. Without canonicals, search engines split ranking signals across duplicates and none of them performs. It is a common hidden cause of flat ecommerce SEO.
A network of servers that stores copies of your site in different locations and serves visitors from the nearest one. It cuts loading time significantly for anyone far from your main server. If you sell across regions or internationally, a CDN is one of the cheapest speed improvements available.
A measure of how much your page jumps around while loading. If a button moves just as someone goes to tap it, that is layout shift, and it usually comes from images or ads without reserved space. Google counts it as a ranking factor, and visitors count it as a reason to leave.
Google's three metrics for page experience, covering loading speed, responsiveness to interaction and visual stability. They are confirmed ranking factors, and they map closely to whether people stay or bounce. Sites that pass tend to convert better too, which makes this rare among SEO fixes in paying back twice.
The same or near identical content appearing on multiple URLs, whether on your site or copied across others. Search engines then have to choose which version to rank, and often pick the wrong one or none at all. Location pages, product variants and printer friendly versions are the usual culprits.
Code that tells search engines which language and region a page targets, so a German visitor sees your German page rather than the Indian one. Get it wrong and search engines serve the wrong version or treat your pages as duplicates. Essential for any brand running multilingual SEO across markets.
The links between pages on your own site. They guide visitors, help search engines discover pages, and pass ranking value from strong pages to ones that need it. Most sites underuse this entirely. Good internal linking is one of the few SEO improvements that costs nothing but attention and often works fast.
Making sure search engines can read content that loads through JavaScript rather than sitting in the page code. Modern sites built on React, Angular or Vue frequently hide their content from crawlers without anyone noticing. If your site looks fine to visitors but ranks for nothing, this is worth checking first.
The code format Google prefers for adding structured data to a page. It sits separately from your visible content, which makes it easier to add and less likely to break your design. If your developer asks how to implement a schema, this is the answer.
How long your page's main content takes to appear. Google wants this under 2.5 seconds. Oversized hero images, slow servers and heavy scripts are the usual causes. Every extra second here costs you both rankings and conversions, particularly on mobile connections.
Delaying the load of images and videos until a visitor scrolls near them. It speeds up initial page load considerably on image heavy pages. Implemented carelessly, it can hide content from search engines, so it needs checking rather than just switching on.
Google ranks your site based on its mobile version, not the desktop one. If content, links or structured data are missing or cut down on mobile, that is what Google sees and judges. Plenty of businesses still build for desktop first and quietly lose rankings because of it.
How quickly your pages load and become usable. It affects rankings directly and conversions even more, since visitors abandon slow pages long before search engines penalise them. Improving speed is usually the highest return technical work available, particularly on ecommerce and lead generation sites.
A file telling search engines which parts of your site they may crawl. Useful for keeping crawlers away from admin areas and filtered pages. One misplaced line here can block your entire site from search, and it happens more often than you would expect, usually when a staging site goes live.
Code that explains your content to search engines in a structured way, identifying a product, a price, a review, a location or an FAQ. It powers rich results such as star ratings and answer boxes, and it is increasingly how AI tools decide what your business does. This is central to how we deliver AEO and GEO.
How your pages are organised and linked together. Good architecture means any important page sits within a few clicks of the homepage, related content groups logically, and search engines understand what your site is about. Poor architecture buries your best pages where nobody, human or crawler, finds them.
Moving your site to a new domain, platform, design or URL structure. It is the highest risk moment in any site's SEO life, and traffic losses of 40 percent or more are common when it is handled without a plan. Done properly, with redirect mapping and pre launch testing, rankings hold or improve. Our website development team plans migrations with SEO involved from day one.
Information added to your pages in a format search engines and AI tools can read reliably, covering things like your business details, products, events and reviews. It does not change what visitors see. It changes how machines understand you, which increasingly decides whether you get cited in AI answers.
The work of making your site easy for search engines to crawl, render, index and trust. It covers speed, structure, code, indexation and mobile performance. Content and links cannot compensate for a broken technical foundation, which is why every serious SEO programme starts here rather than with blog posts.
A file listing the pages you want search engines to find, submitted through Search Console. It speeds up discovery on large sites and sites with weak internal linking. It does not guarantee indexing, but it makes sure nothing important gets missed, particularly after a launch or migration.
Broken redirects, blocked pages and failing Core Web Vitals rarely announce themselves. They just quietly cap what your site can earn. We will run the checks and tell you what is actually holding your rankings back.
Technical health gets search engines onto your site. Content decides whether anyone stays, trusts you and enquires. These are the terms behind the pages that actually earn business, explained without the jargon. Our content marketing and SEO copywriting teams work on exactly this.
A short written description of an image, read by search engines and by screen readers for visually impaired users. It helps your images appear in image search and makes your site accessible. Most sites leave it blank entirely, which wastes easy visibility and creates an accessibility problem at the same time.
Comparing your content against competitors to find the topics they rank for and you do not. It turns content planning from guesswork into a prioritised list. For most businesses, the gaps sit in mid funnel content, meaning the comparison and buying guide pages that catch people right before they choose a supplier.
Creating content that attracts, educates and converts your target buyers rather than just advertising to them. Done properly it builds search visibility, authority and trust at the same time, and the assets keep working for years. Done as filler blog posts nobody reads, it produces nothing. The difference is whether it maps to real buyer questions.
Not every page should sell. Some answer questions, some compare options, some close the deal. Sites that only publish sales pages miss buyers early in their research, while sites that only publish blogs attract readers who never enquire. A working content plan covers the full journey. See our approach to lead generation with SEO.
Google's framework for judging content quality, standing for Experience, Expertise, Authoritativeness and Trustworthiness. It matters most in industries where bad advice causes real harm, such as health, finance and legal. Named authors, credentials, real case studies and genuine expertise all feed it. It is why generic AI written content struggles to rank in serious categories.
Content that stays relevant for years rather than dating within weeks. Guides, explainers and reference pages qualify. News, trend pieces and annual roundups do not. Evergreen pages compound in value because they keep earning traffic and links long after publication, which makes them the best return in any content budget.
The main heading on a page, and one of the clearest signals to search engines about what that page covers. Each page should have one, containing the term you want to rank for, written for humans rather than stuffed with keywords. Sounds basic, yet plenty of sites have several H1s or none at all.
The summary text shown under your title in search results. It does not directly affect rankings, but it heavily influences whether anyone clicks. A well written one acts like ad copy, giving the reason to choose your result over the five around it. Leave it blank and Google writes its own, usually badly.
Everything that builds your site's authority from outside it, including backlinks, brand mentions, digital PR, reviews and social signals. It is essentially your reputation across the wider web. In competitive categories, off page work is usually what separates the businesses on page one from everyone else.
Optimising elements on your own pages, covering headings, content, titles, internal links, images and structure. It is the part of SEO you fully control, and it usually produces the fastest measurable gains. Most sites have significant on page opportunities sitting untouched on pages that already rank on page two.
A comprehensive page covering a broad topic in depth, linking out to related detail pages. It signals to search engines that you cover the subject thoroughly rather than superficially. For businesses selling complex or technical products, pillar pages often become the strongest lead generating asset on the site.
Creating large numbers of pages from a structured template and dataset, such as location pages, product category pages or comparison pages. It scales fast, and it fails badly when the pages carry no genuine value. Used well, it captures long tail demand no manual content plan could ever cover.
Search engines understand meaning and context rather than just matching keywords. It means you no longer need to repeat a phrase to rank for it, and covering a topic properly matters more than hitting a keyword count. It also explains why thin, keyword stuffed pages stopped working years ago.
The clickable headline shown in search results and browser tabs. It is one of the strongest on page ranking signals and the first thing a searcher reads about you. Getting the keyword in early and the value proposition in fast is what earns the click. Roughly 55 to 60 characters display before truncation.
A group of related pages covering one subject from every angle, linked to a central pillar page. This structure builds topical authority, helping every page in the cluster rank better than it would alone. It is how smaller sites outrank bigger competitors in a specific niche.
The degree to which search engines see your site as a genuine expert on a subject. It comes from covering a topic comprehensively rather than publishing scattered posts across unrelated themes. Building it takes focus, and once earned, new content on that topic ranks noticeably faster.
Short for Your Money or Your Life, covering content that could affect someone's health, finances, safety or legal position. Google applies a much higher quality bar to these pages, demanding real credentials and accuracy. If you operate in healthcare, finance, legal or education, this shapes what your content needs to prove.
Most businesses have content that ranks but does not convert, or converts but never gets found. We will show you which pages are close to working, and what they need.
If customers search for you by city, area or "near me", the map results often matter more than your website. These are the terms behind that visibility, explained in business language. Our local SEO and Google Business Profile management covers everything below, including multi location networks.
Showing content or ads only to people in a defined location, whether a city, a radius or a postcode. It stops you paying to reach people who could never buy from you, and it lets you change the message by area. For businesses with a service radius, this alone often cuts wasted spend sharply.
Your free business listing on Google Search and Maps, formerly called Google My Business. It controls your address, hours, photos, services, reviews and posts. For many local businesses it generates more enquiries than the website does, and an incomplete or unclaimed profile hands those enquiries to a competitor.
Where your business appears when someone searches for your category in a location. It depends on relevance, distance and prominence, meaning your profile detail, review activity and citations matter as much as your website. Ranking here is a separate discipline from ordinary SEO, with its own signals and its own fixes.
The former name for Google Business Profile. Google retired the name in 2021, though most businesses and agencies still use it, and search volume for GMB remains high. If someone offers you GMB management, they mean Google Business Profile work.
A mention of your business name, address and phone number on another website, such as a directory, industry listing or local portal. Citations confirm to search engines that your business is real and consistently described. They are unglamorous work, and they still move map rankings more than most owners expect.
Managing search visibility across many branches, dealerships, clinics or channel partners at once. The challenge is staying consistent as a brand while staying relevant in each area. Handled centrally, a network performs far better than when each location manages its own listing, which is how we run programmes like Metso's national channel partner network. See our case studies.
Making sure your Name, Address and Phone number appear identically everywhere online. Mismatched details across directories confuse search engines about which information is correct, and that uncertainty suppresses your map rankings. It is one of the most common problems on businesses that have moved offices or rebranded.
Queries where someone looks for a nearby option, such as "car service near me". These carry unusually strong intent, since the person needs it now and locally. Ranking for them depends on your Google Business Profile and location signals rather than traditional SEO, which is why so many good websites still miss this traffic.
Actively generating, monitoring and responding to customer reviews. Reviews influence your map rankings, and they influence buyers even more, since most people read them before contacting anyone. Responding to negative reviews well often does more for trust than the positive ones do. It also connects directly to your wider online reputation.
A business that serves customers at their location rather than at a shop or office, such as plumbers, pest control, home services and equipment engineers. Google treats these differently, letting you hide your address and define a service area instead. Setting the profile up wrong here is a common reason these businesses never appear on the map.
Most local visibility problems come from three or four fixable issues in the profile and citations, not the website. We will check yours and tell you what is holding the map rankings back.
Your customers now ask questions instead of typing keywords, and they often get an answer without visiting a single website. That changes what search visibility means. These are the terms behind that shift, and the ones your competitors are only starting to hear about. We already run AEO and generative engine optimisation programmes for brands facing exactly this.
Tools that estimate whether text was written by a machine. They are unreliable, and Google has confirmed it judges content by quality rather than origin. The real risk is not detection. It is publishing generic content at volume that says nothing your competitors have not already said, and then wondering why nothing ranks.
Bots that collect web content to train or inform AI models, including GPTBot, ClaudeBot and PerplexityBot. They are separate from Googlebot, and you can allow or block them individually. Blocking them protects your content. It also removes you from the answers your buyers are now reading, so the decision deserves real thought.
The AI generated summary Google places above traditional results for many queries. It answers the question directly, which means fewer people scroll to the links below. Getting your brand cited inside that summary is now as valuable as ranking first, and it depends on clear structure and credible content rather than backlinks alone.
Optimising your content so search engines and AI assistants can lift a clean, direct answer from it. That means question led headings, concise answers near the top and proper structured data. It is what wins featured snippets, voice results and AI citations. See our AEO services for how we build it.
Searching in full questions and follow ups rather than short keyword phrases, the way people talk to ChatGPT or a voice assistant. Queries are longer, more specific and more revealing about intent. Content written to answer real questions performs here. Content written to hit keyword density does not.
Helping search engines understand your business as a defined thing, connected to specific products, services, locations and people, rather than as a string of words. Strong entity signals are how AI tools decide whether to name you as a supplier. Consistent naming across your site, listings and third party mentions builds it.
Optimising your brand's presence so AI tools such as ChatGPT, Gemini and Perplexity mention and cite you when someone asks for options in your category. It combines content depth, entity clarity, structured data and citations across the sources these tools read. For B2B brands especially, being named in an AI shortlist now shapes who gets the enquiry. Explore our GEO services.
When an AI tool states something false with complete confidence, including wrong facts about your business, your pricing or your services. It happens most when accurate information about you is thin or inconsistent online. The practical fix is making the correct version of your information easy for these systems to find and verify.
The type of AI behind tools like ChatGPT, Gemini and Claude, trained on huge volumes of text to generate answers. These models now sit between your customer and your website, deciding which brands get mentioned. Understanding roughly how they select sources is the foundation of everything else in this section.
A file you can add to your site telling AI systems which content matters most and how to interpret it, similar in spirit to robots.txt. Adoption is still early and support varies. It costs almost nothing to implement, and for brands competing to be cited in AI answers, it is worth having in place now.
Writing instructions that get useful, accurate results from an AI tool. Inside a business it matters for productivity. For marketing, it matters because knowing how buyers phrase their prompts tells you exactly what content will get surfaced when they ask about your category.
A method where an AI tool searches for current information before answering, instead of relying only on training data. This is why ChatGPT and Perplexity can now cite live web pages. It also means your content can influence AI answers today, without waiting for the next model to be trained.
Google's original name for its AI powered search results, now largely folded into AI Overviews. You will still see the term used in older articles and agency decks. If someone refers to SGE, they mean AI generated answers appearing directly in Google.
Making your content easy for voice assistants to read aloud as an answer. Voice queries are longer, more conversational and often local, such as asking for the nearest supplier that opens early. Since assistants usually read one answer rather than a list, second place effectively does not exist.
Most businesses have never checked, and many discover their competitors are being named while they are not. We will run the prompts your buyers actually use and show you where you stand.
These are the metrics and mechanics that decide whether your ad spend produces customers or just impressions. Understanding them changes the questions you ask your agency, and usually the results you get. Our performance marketing team reports against every number below.
Google's calculation of where your ad appears, based on your bid, your Quality Score and the expected impact of your extensions. It explains why a lower bid sometimes beats a higher one. If a competitor consistently outranks you while spending less, they have earned it through relevance rather than budget.
The total cost of winning one paying customer, including media spend, agency fees and creative production. It is the number that decides whether growth is profitable. Businesses often track cost per lead carefully and never calculate CAC, which hides whether the leads actually turn into revenue.
Fake or invalid clicks on your ads, generated by bots or competitors, drain the budget without any chance of a sale. Google filters much of it automatically and refunds detected invalid traffic. In high value categories such as legal, insurance and industrial equipment, it is worth monitoring rather than assuming.
What you pay for one completed action, whether that is a sale, a signup or a qualified enquiry. It is the cleanest measure of paid media efficiency, because it ties spend directly to outcome. Setting a realistic target CPA before launch keeps campaigns honest and prevents budget drifting toward vanity metrics.
The amount you pay each time someone clicks your ad. It varies enormously by category, from a few rupees in low competition niches to several hundred in legal, insurance and B2B industry. A rising CPC is not automatically bad, provided the traffic converts better than before.
What you pay for one enquiry. It is the headline metric in real estate, education, healthcare and most B2B, and also the easiest to game, since loosening targeting always produces cheaper and worse leads. The number only means something when you track lead quality alongside it.
The cost of a thousand ad impressions, used mainly for awareness and reach campaigns. It tells you how expensive it is to be seen by your audience, not whether anyone acted. Rising CPMs in your category usually signal more competitors bidding for the same attention.
Google's advertising platform, covering Search, Display, Shopping, YouTube and Performance Max. It captures people actively looking for what you sell, which makes it the highest intent channel available to most businesses. It also punishes poor setup quickly, since irrelevant campaigns pay more per click for worse placement. See our search advertising services.
Planning and purchasing advertising space across platforms and publishers to reach a defined audience efficiently. At scale it involves negotiating rates, managing pacing across channels and shifting budget toward what performs. It is the difference between spending a budget and investing one. Explore our media buying capability.
The percentage of available ad impressions you actually received in your category. If it sits at 30 percent, competitors are taking the other 70. The platform also tells you whether you lost the rest to budget limits or to poor ad rank, which points to two very different fixes.
Search terms you block so your ads never show for them. Without them, an industrial equipment advertiser pays for clicks from students, job seekers and people looking for free downloads. Negative keyword work is unglamorous, ongoing, and one of the fastest ways to cut wasted spend in any account.
Advertising held accountable to measurable business outcomes rather than reach or impressions. Every campaign ties to leads, sales or revenue, and optimisation runs continuously toward that number. It suits businesses that want spend justified in a spreadsheet rather than a presentation. See our performance marketing agency page.
An advertising model where you pay only when someone clicks, rather than for the impression. It covers search ads, shopping ads and much of paid social. The appeal is control and measurability, since you can start, pause, scale or kill a campaign based on real numbers within days.
Buying ad placements automatically through real time auctions rather than negotiating directly with publishers. It allows precise audience targeting across thousands of sites at once. It also needs careful brand safety controls, since automated buying can place your ad somewhere you would never have chosen manually.
Google's rating of how relevant your keywords, ads and landing pages are to each other, scored from one to ten. A higher score means lower costs and better positions for the same bid. It is effectively a discount for being genuinely useful, and it is why landing page quality is an advertising issue, not just a web one.
Showing ads to people who already visited your site or engaged with your content. These audiences convert far better than cold traffic, since they already know you. In categories with long decision cycles, such as B2B equipment or property, remarketing is often what keeps you present until the buyer is finally ready.
Revenue generated for every unit of currency spent on advertising. A 4x ROAS means four rupees back for every rupee in. It is the primary metric for ecommerce and D2C, though it needs pairing with margin, since high ROAS on low margin products can still lose money.
Marketing through search engines using paid placements, and often used as an umbrella for paid search alongside SEO. In practice, most people mean Google Ads and Microsoft Ads when they say SEM. Explore our search engine marketing services.
Most underperforming ad accounts have the same three or four problems, usually wasted spend on the wrong search terms and landing pages that undo the click. We will audit yours and show you where the money is going.
Two businesses can spend the same budget on the same platform and get completely different results. The difference usually sits in campaign structure and audience choice. These are the terms behind those decisions, explained for the person approving the budget rather than the person building the campaign.
Extra details attached to your search ads, such as phone numbers, additional links, locations and service lists. They make your ad occupy more space and give people more reasons to click. They also feed your Ad Rank, so ads with strong extensions can outrank higher bids paying for less.
The three ways Google matches your keywords to real searches. Exact match keeps you tightly on target, phrase allows close variations, and broad casts widest and spends fastest. Most wasted budget in a search account comes from broad match running without disciplined negative keywords behind it.
An audience you build from your own data, such as customer lists, website visitors or people who engage with your content. Because these people already know you, they convert far better than cold traffic. It is also the foundation for building lookalikes, which makes your customer list a genuine media asset.
Banner and visual ads shown across websites, apps and YouTube rather than in search results. Display rarely captures active demand, so judging it on direct conversions is a mistake. Its real job is staying visible to people who are researching, which matters most in categories with long decision cycles. Explore our display marketing.
Showing people the exact products or pages they viewed, rather than a generic brand ad. For ecommerce it recovers a meaningful share of abandoned carts. It needs a clean product feed to work, which is why feed quality often decides whether an online store's paid media performs.
Limiting how many times one person sees your ad within a period. Without a cap, a small audience gets shown the same creative repeatedly until it irritates rather than persuades. Capping protects both your budget and the way people feel about your brand.
The platform where you upload product data so it can appear in Shopping ads and free product listings. Product titles, images, pricing and availability all live here. Feed errors are the most common reason ecommerce Shopping campaigns underperform, and they are usually invisible until someone checks.
Product ads showing an image, price and store name directly in search results. Because the shopper sees what they are getting before clicking, these bring stronger purchase intent than text ads. Performance depends far more on feed quality and pricing competitiveness than on bidding cleverness. See our product listing ads service.
An audience the platform builds by finding people who resemble your existing customers or site visitors. It is the most reliable way to scale beyond the people who already know you. The quality of the source list decides everything, since a lookalike built from weak data simply finds more weak prospects.
Google's automated campaign type that runs across Search, Display, YouTube, Gmail, Maps and Discover from one setup. It can deliver strong results with good creative and clean data, and it gives you less visibility and control than traditional campaigns. It works best alongside structured search campaigns rather than replacing them.
Ads where you supply multiple headlines and descriptions, and Google assembles the combinations that perform best. Feeding it varied, genuinely different messages matters more than writing one perfect line. Weak inputs produce weak combinations, no matter how good the automation is.
Automated bidding that uses machine learning to adjust bids for each auction based on the likelihood of conversion. It needs accurate conversion tracking and enough data to learn from, so accounts with broken tracking or very low volume often do worse on it, not better.
A bidding strategy where you tell Google the cost per acquisition you want and it bids to hit it. Set it too low and the campaign starves for volume. Set it realistically, based on what the account already achieves, and it becomes one of the more dependable ways to scale lead generation.
A bidding strategy aimed at a specific return on ad spend, used mainly in ecommerce. It works well once the account has enough conversion history to learn from. Applied to a new campaign with thin data, it typically throttles spend and delivers very little.
Automation only performs as well as the setup underneath it. We will review your account structure, targeting and feeds, and show you what is capping your results.
Customers rarely buy on their first visit. They see a social ad, read a blog, search your brand later, then convert. Attribution decides which of those touchpoints gets credited, and that decision directly shapes where your next budget goes. Get it wrong and you cut the channel that was actually working.
The set of rules deciding which marketing touchpoints receive credit for a conversion. Different models can make the same campaign look excellent or worthless. Before comparing channels or judging an agency's results, check which model produced the numbers, because that single setting changes the whole story.
Total marketing and sales cost divided by all new customers, regardless of channel. It gives you the honest company level number, since it includes the customers who would have found you anyway. Comparing blended CAC against channel level CAC quickly reveals whether paid media is genuinely creating growth or just claiming it.
An attribution model that uses your own conversion data to work out how much each touchpoint actually contributed, rather than applying a fixed rule. It is generally the most accurate option available in Google Ads and GA4, though it needs enough conversion volume before the model becomes reliable.
Giving all credit to the first interaction a customer had with your brand. It highlights the channels that create awareness and bring new people in, which last click reporting tends to make invisible. Useful as a comparison view, misleading if used as your only measure.
Measuring what your advertising genuinely added, by comparing results against a group that saw no ads. It answers the question every attribution model dodges, which is how many of those conversions would have happened anyway. Brand campaigns and remarketing often look far less impressive under this test, and that is worth knowing.
Giving all credit to the final touchpoint before conversion. It is simple and still widely used, and it systematically overvalues branded search and remarketing while undervaluing everything that created the demand in the first place. Businesses that budget purely on last click usually end up underinvesting in awareness.
Customer lifetime value divided by acquisition cost. It tells you whether each customer is worth what you paid to win them. A ratio around three to one is a common healthy benchmark, though it varies by business model. This is the number that determines how aggressively you can afford to scale.
A statistical approach that measures channel contribution using aggregate data rather than individual tracking, including offline activity such as print, events and TV. It has returned to relevance as cookie tracking has weakened. It suits larger budgets, since the model needs substantial historical data to produce anything trustworthy.
Distributing credit across several touchpoints in the customer journey instead of crediting only one. It reflects how people actually buy, particularly in B2B where a decision can involve months and many interactions. It also requires solid tracking across channels, which is where most implementations struggle.
A conversion by someone who saw your ad without clicking it, then converted later. It captures real influence, especially for display and video. It also inflates easily, since an ad appearing on screen is not the same as an ad being noticed. Treat it as a directional signal rather than a hard number.
Most businesses budget on numbers their attribution setup quietly distorts. We will review how your conversions are tracked and credited, and show you what the data is really saying.
Every decision you make about marketing budget rests on tracking that was set up once and rarely checked since. These are the terms behind those numbers, and the places where reports quietly go wrong. If your data and your revenue tell different stories, the answer is usually somewhere below.
Running two versions of a page, ad or email against each other to see which performs better. It replaces opinion with evidence, provided you test one meaningful change at a time and wait for enough data. Most tests fail because they are stopped early, when an early lead means nothing.
The share of visitors who leave without taking any further action. A high rate can mean the page failed, or it can mean the page answered the question completely. Context decides. Judging a blog post and a product page by the same bounce rate benchmark tells you nothing useful.
The percentage of people who click after seeing your listing, ad or email. It measures how compelling your message is at the moment of choice. A low CTR on a well ranked page usually points at a weak title and description rather than a content problem.
Google's framework for adjusting tracking based on what users consent to, required for advertisers targeting the EU and UK. Without it, campaigns lose conversion data and optimisation degrades. Any brand running ads into Europe needs this configured properly rather than assumed.
A way of sending conversion data to platforms like Meta directly from your server instead of relying on the browser. It recovers a large share of the data lost to ad blockers and browser restrictions, which improves both reporting accuracy and campaign optimisation.
The percentage of visitors who complete the action you want, whether an enquiry, a purchase or a signup. Improving it grows revenue without increasing spend, which makes it the cheapest growth lever available. Explore our conversion rate optimisation services.
Information you collect directly from your own customers and visitors, through your website, CRM, purchases and enquiries. As third party tracking disappears, this becomes your most valuable marketing asset. Brands that have been building a clean customer database quietly gain an advantage that competitors cannot buy.
Google's current analytics platform, built around events rather than pageviews and sessions. It handles cross device journeys better than the old version and confuses most users who learned on Universal Analytics. Misconfigured GA4 setups are extremely common, and they quietly distort every report built on top of them.
Google's free tool showing how your site performs in search, including the queries you appear for, your click through rates, indexing status and technical issues. It reports on actual Google data rather than estimates, which makes it the first place any SEO problem should be diagnosed.
A tool for adding and managing tracking codes on your site without editing the code each time. It lets marketers deploy tracking quickly and keeps the site cleaner. It also becomes a mess without governance, since old and duplicate tags accumulate and start double counting conversions.
A visual showing where visitors click, move and scroll on a page. It reveals what people actually do rather than what you assumed, such as ignoring your main call to action or abandoning the page above the section you thought mattered most. It pairs naturally with conversion work.
A Key Performance Indicator, meaning the specific number a campaign is accountable to. Agreeing it before work starts prevents the common argument where an agency reports on reach while the client wanted leads. One or two clear KPIs beat a dashboard of twenty.
The path from first awareness through consideration to purchase. Different content and channels serve different stages, and expecting a top of funnel campaign to produce immediate sales is the most common reason budgets get cut too early. Mapping content to stage is what makes the funnel work.
Tracking code on your site that reports visitor actions back to Meta, powering conversion tracking, remarketing and audience building. Browser restrictions have weakened it, which is why pairing it with the Conversions API is now standard rather than optional.
Sending tracking data through your own server instead of directly from the user's browser. It survives ad blockers and browser privacy restrictions far better, giving you more complete data and better campaign optimisation. It costs more to set up and increasingly pays for itself in recovered signal.
The ongoing removal of cookies that tracked users across different websites, driven by browser privacy changes. It weakens cross site retargeting and attribution. The practical response is building first party data, server side tracking and consent infrastructure rather than waiting to see what happens.
Tags added to your links so analytics can identify exactly which campaign, source and medium brought each visitor. Without consistent UTM discipline, traffic from newsletters, social posts and partner links collapses into direct traffic and becomes impossible to credit properly.
Broken tracking, duplicate tags and missing conversion data distort more dashboards than most businesses realise. We will audit your setup and tell you what your data is actually measuring.
Every rupee you spend on search, social or ads lands on your website. What happens next decides whether that spend pays back. These are the terms behind that moment, explained for the person approving the budget. Our website development and conversion rate optimisation teams work on both sides of it.
The specific instruction telling a visitor what to do next, whether that is requesting a quote, booking a demo or downloading a guide. Vague CTAs like "learn more" convert poorly because they promise nothing. Being specific about what happens after the click almost always lifts the response.
When a shopper adds products then leaves without buying. Rates above two thirds are normal, and the usual causes are unexpected shipping costs, forced account creation and a checkout with too many steps. Recovering even a small share of it is often the fastest revenue gain available to an online store.
Systematically improving the percentage of visitors who take action, through testing, research and design changes. It grows revenue from traffic you already pay for, which makes it cheaper than buying more visitors. Most sites have obvious wins sitting in their forms, page speed and messaging. Explore our CRO services.
A message triggered when someone looks likely to leave the page. Used sparingly with a genuinely worthwhile offer, it recovers visitors who were about to go. Used aggressively on every page, it annoys people and damages trust, particularly on mobile where the trigger is unreliable.
A content system that manages your content separately from how it gets displayed, letting the same content feed a website, an app and other channels. It offers speed and flexibility, and it needs more development capability than a standard build. It suits larger brands and complex product catalogues.
A page built for one specific campaign and one specific action, with distractions removed. Sending paid traffic to your homepage instead is one of the most common and expensive mistakes in digital advertising, since the visitor arrives with a clear intent and has to hunt for what they came for.
Something of genuine value offered in exchange for contact details, such as a guide, calculator, checklist or audit. It works when the offer solves a real problem for the buyer. Generic downloads nobody wants to produce email addresses that never convert into anything.
A smaller action showing progress toward the main goal, such as viewing pricing, watching a demo video or downloading a spec sheet. Tracking these matters in long sales cycles, where waiting only for the final enquiry leaves you blind to whether anything is working.
A website that behaves like an app, with fast loading, offline capability and the option to install on a phone home screen. It gives much of the app experience without app store distribution or separate builds. A practical middle ground for brands that need app functionality without app development costs.
A site that adapts its layout to any screen size, from desktop to mobile. It is now the baseline rather than a feature. What still separates sites is whether the mobile version was genuinely designed or simply squeezed, since most of your traffic and most of your lost conversions happen there.
What your visitor sees and interacts with, covering layout, buttons, typography, colour and spacing. Good UI makes the next step obvious without anyone having to think about it. It is the visible layer of a site, and it is often mistaken for the whole of design.
How easily someone can achieve what they came to do. It covers structure, flow, clarity and speed, not just appearance. A beautiful site with confusing navigation has good UI and poor UX, and it will lose enquiries to a plainer competitor that is easier to use.
The clear statement of what you offer, who it is for and why it beats the alternatives. It belongs at the top of your homepage and every landing page. Most B2B sites fail this test, describing what the company does without ever explaining why a buyer should choose them.
Designing your site so people with visual, motor or cognitive impairments can use it, following the Web Content Accessibility Guidelines. It widens your audience, improves usability for everyone and increasingly matters for enterprise and public sector buyers who require it during procurement.
A basic structural layout of a page, showing where content and elements sit before any visual design happens. It gets the thinking about hierarchy and flow settled early, when changes cost nothing. Skipping this stage is how projects end up beautiful and unclear.
Most sites lose enquiries in the same few places, usually the form, the load time and the first screen. We will review yours and show you what to fix first.
Online stores rarely fail on traffic. They fail on margin, repeat purchase and returns, which is where the real economics sit. These are the terms behind that, explained for the person watching the P&L. Our ecommerce marketing and ecommerce SEO teams work across all of it.
Optimising your product listings to rank in Amazon's own search results, which run on a different algorithm to Google. Titles, backend keywords, images, pricing, reviews and sales velocity all feed it. Since a large share of Indian product searches now start on Amazon rather than Google, ignoring it leaves demand on the table.
The average amount a customer spends per order. Raising it through bundles, thresholds or upsells improves profitability without needing a single extra visitor. In categories with expensive traffic, lifting AOV is often more achievable than lowering acquisition cost.
Paying at delivery rather than at checkout. It remains widespread in India because it removes the trust barrier for first time buyers, and it also drives higher return rates and ties up working capital. Most Indian stores need to offer it while actively encouraging prepaid through incentives.
The percentage of customers who stop buying from you over a given period. It matters most for subscription and repeat purchase businesses, where a small reduction compounds into significant revenue. Acquiring a new customer almost always costs more than keeping an existing one.
Selling directly to customers through your own channels instead of through retailers or distributors. You keep the margin, the customer data and the relationship, and you also carry the full cost of acquisition, fulfilment and service. It works when brand and repeat purchase are strong enough to offset that.
The full set of activities that drives online sales, spanning SEO, paid media, marketplaces, email, social and conversion work. The channels matter less than the economics behind them, since profitable growth depends on acquisition cost, order value and repeat rate moving together. See our ecommerce marketing services.
Search optimisation built for online stores, covering category page structure, product schema, faceted navigation, duplicate content and internal linking at scale. Category pages usually carry more commercial search volume than product pages, and most stores underinvest in them badly. Explore our ecommerce SEO approach.
The individual page for a single product, carrying images, description, specifications, pricing and reviews. It is where the purchase decision actually happens, so weak imagery, thin descriptions or missing specifications cost sales directly. It is also the page that ranks for specific product searches.
An order that comes back undelivered, common in Indian ecommerce and particularly with cash on delivery. Every RTO costs shipping both ways with no revenue against it, which quietly destroys margin. Reducing it through address verification, order confirmation and prepaid incentives often improves profitability more than raising sales.
Upselling offers a better or larger version of what the customer is buying. Cross selling offers something complementary alongside it. Both raise order value from a customer who has already decided to buy, which makes them the cheapest revenue available in any store.
That gap usually sits in acquisition cost, order value or returns rather than traffic. We will review your store's numbers and show you which lever moves fastest.
B2B buying looks nothing like consumer buying. Several people decide, the cycle runs for months, and the marketing that works is rarely the marketing that looks impressive in a monthly report. These are the terms behind it. Our B2B digital marketing practice is built around exactly this problem.
Targeting a defined list of high value companies with tailored campaigns, rather than casting wide and filtering later. It suits businesses where a handful of accounts represent most of the revenue. Sales and marketing have to work from the same target list, which is usually the hardest part to implement.
Marketing to other businesses rather than consumers. Decisions involve multiple people, longer timelines and formal approval, so credibility, technical depth and proof matter more than emotional appeal. Campaigns judged only on monthly lead counts usually miss what is actually driving the pipeline. See our B2B SEO services.
A profile of the person you are selling to, covering their role, priorities, pressures and the questions they need answered. In B2B you usually need several, since the engineer, the finance head and the managing director each judge the same purchase differently. Content that speaks to only one of them stalls in the middle.
A sequence of automated emails sent over time to move a prospect toward a decision. It works when each message earns the next one by being useful. It fails when it becomes a set of reminders that the prospect has not bought yet, which is what most sequences quietly become.
Communicating with prospects and customers through their inbox. Despite constant predictions of its decline, it remains among the highest returning channels available, because you own the list rather than renting attention from a platform. Deliverability and relevance decide whether it works at all.
A description of the type of company you serve best, defined by size, industry, geography, budget and need. It is about the organisation, while a buyer persona is about the individual inside it. A sharp ICP saves more wasted spend than almost any other exercise in B2B marketing.
Attracting buyers through content, search visibility and useful resources so they approach you when ready, rather than being interrupted. It builds slowly and compounds, and it suits considered purchases where buyers research extensively before contacting anyone.
Signals suggesting a company is actively researching what you sell, such as repeated visits to comparison content or activity on industry platforms. It helps sales prioritise who to approach and when. Its accuracy varies by provider, so treat it as a prompt to investigate rather than proof of readiness.
Attracting and capturing contact details from potential buyers. The count means very little on its own, since a hundred unqualified enquiries can be worth less than five right ones. Volume and quality have to be reported together. Explore our lead based campaigns and lead generation with SEO.
Assigning points to leads based on who they are and how they behave, so sales focuses on the ones most likely to buy. It works when marketing and sales agree the criteria together. Built by marketing alone, it produces scores sales quietly ignores.
Software that runs repetitive marketing tasks automatically, including email sequences, lead scoring and CRM updates. It scales your follow up without scaling your team. It also multiplies whatever quality your messaging already has, so automating weak content simply sends more of it faster.
A Marketing Qualified Lead has shown enough interest to be worth pursuing. A Sales Qualified Lead has been checked by sales and confirmed as a real opportunity. The gap between the two numbers is the single most useful diagnostic in B2B marketing, since a wide gap means the leads look right and are not.
The point at which a product genuinely solves a problem a defined market will pay for. Marketing accelerates demand that exists, and it cannot manufacture demand that does not. Scaling spend before this point is one of the most expensive mistakes a business can make.
The stages a buyer moves through from first awareness to purchase. In B2B these stages take months and involve several people, so measuring only the final stage hides what is working earlier. Mapping content to each stage is what keeps a long cycle moving.
That gap almost always sits in targeting, qualification or the content between first click and enquiry. We will review your funnel and show you where it breaks.
Channels change constantly. The thinking behind them changes far less. These are the strategic terms that decide where the budget goes, plus the regulations that decide what you are allowed to say once it gets there. Our digital marketing services start with this layer rather than with tactics.
Paying partners a commission for each sale or lead they send you. Because you pay on results rather than exposure, the risk sits mostly with the partner. It needs proper tracking and clear rules, since poorly managed programmes attract partners who bid on your brand name and claim credit for sales you already had.
A classic framework describing how buyers move through Attention, Interest, Desire and Action. It is simple and it remains useful as a check on whether your messaging is doing all four jobs. Plenty of campaigns capture attention and never build enough desire to earn the action.
Rules from the Advertising Standards Council of India covering honesty and decency in advertising, including specific requirements for influencer disclosure. Paid partnerships must be clearly labelled. Non compliance risks both regulatory action and the credibility of the campaign itself, which is usually the more expensive loss.
How readily your target audience recognises and recalls your brand. It rarely converts on its own, and it makes everything else cheaper, since people click, trust and convert more readily on names they already know. Cutting awareness spend usually raises acquisition costs a few months later, which makes the cause hard to spot.
The commercial value of your brand's reputation, seen in the premium you can charge, the loyalty you retain and the ease of entering new categories. It builds slowly through consistency and can be damaged quickly through neglect. It is the asset most often ignored in performance led marketing plans.
Studying who you compete against, what they rank for, where they advertise and how they position themselves. Done properly it reveals gaps you can take rather than battles you should avoid. Done as a slide of logos, it changes nothing about your plan.
The full set of activities used to reach, persuade and convert customers through digital channels, spanning search, paid media, social, content, email and web. The channel mix matters less than whether all of it works toward one commercial objective. Explore our digital marketing services.
Earning coverage, mentions and links from publications and industry media through genuinely newsworthy work. It builds authority, backlinks and credibility at the same time, which makes it one of the few activities that serves SEO and brand equally. It also increasingly feeds what AI tools say about you.
India's Digital Personal Data Protection Act, governing how organisations collect, store and use personal data. It requires clear consent, defined purposes and proper security. Any business collecting customer data through forms, apps or CRM systems in India needs its practices checked against it rather than assumed compliant.
The European Union's data protection regulation, applying to any business handling data from people in the EU regardless of where the business sits. It demands explicit consent, lawful basis and the right to deletion, with substantial penalties for breaches. It affects any Indian brand marketing into Europe or the UK.
An approach focused on testing, measurement and iteration across the full customer lifecycle rather than just acquisition. It treats retention and referral as growth levers alongside new customers, which usually reveals cheaper wins than buying more traffic.
Monitoring and shaping what appears about your brand across search results, review platforms, social media and forums. For most businesses the first page of a branded search decides more deals than any campaign does. Explore our ORM services.
Your brand's share of total search volume within your category, compared against competitors. It works as an early indicator of market share, since search interest tends to move before revenue does. It is also one of the few brand metrics you can track for free.
The specific group of people your marketing is built to reach, defined by need, behaviour and context rather than broad demographics alone. Vague audience definitions produce vague messaging that speaks to nobody in particular, which is where most wasted budget begins.
Most marketing underperforms because the channels were chosen before the audience, the positioning and the objective were settled. We will help you get that order right.
You do not need to understand every term above to grow your business. You need a partner who does. DigiStreet Media has spent 13+ years turning these concepts into visibility, leads and revenue for brands across India and 10+ international markets.
Tell us what you are trying to achieve, and we will tell you plainly which of the above actually matters for your business and which does not.
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Social and Influencer Terms Worth Knowing Before You Spend
Social budgets get approved on metrics that often mean very little, and rejected on ones that matter. These are the terms behind what actually works, explained for the person signing off the spend. Our social media marketing and influencer marketing teams work with all of it daily.
Ad Fatigue
What happens when your audience has seen the same creative too many times and stops responding. Costs rise, engagement falls, and the campaign looks broken when the targeting is fine. In small or tightly defined audiences it sets in within days, which is why creative refresh cycles matter more than most brands expect.
Dark Social
Sharing that happens privately through WhatsApp, direct messages and email, where analytics cannot see it. In India especially, a large share of real word of mouth travels this way and shows up in your reports as direct traffic. If your traffic looks unexplained, this is usually part of the answer.
Earned Media Value (EMV)
An estimate of what influencer or organic coverage would have cost as paid media. It is useful for scale comparison and easy to inflate, since the formula behind it varies by whoever is presenting it. Ask how it was calculated before accepting it as proof of campaign success.
Engagement Rate
The share of people who interact with your content through likes, comments, shares or saves. It matters as a quality signal, since platforms show more of what people engage with. It also gets chased for its own sake, and high engagement with no enquiries is a content problem, not a win.
Hook Rate
The percentage of viewers still watching after the first few seconds of a video. It is the single most predictive metric in paid social, because nothing else in the ad matters if people scroll past the opening. Improving the first three seconds usually beats reworking everything that follows.
Macro Influencer
A creator with a large following, typically several hundred thousand to a million. They deliver reach quickly and cost considerably more, with lower engagement rates than smaller creators. They suit launches and awareness pushes rather than steady lead generation.
Micro Influencer
A creator with roughly ten thousand to a hundred thousand followers. They usually produce stronger engagement and more genuine trust than larger accounts, at a fraction of the cost. For most brands, several micro influencers outperform one big name on the same budget.
Nano Influencer
A creator with under ten thousand followers, often with a highly specific community. Their audiences treat them like a knowledgeable friend rather than an advertiser, which makes conversion rates unusually strong. They work best in local, niche and specialist categories.
Reach vs Impressions
Reach counts unique people who saw your content. Impressions count total views, including repeats. A large gap between the two means the same people are seeing your content repeatedly, which signals either good frequency or the beginning of fatigue depending on the numbers behind it.
Shadowban
When a platform quietly limits your content's visibility without telling you or removing anything. Reach drops sharply with no obvious cause. Platforms rarely confirm it, and causes usually trace back to policy edge cases, banned hashtags or engagement patterns that look artificial.
Social Commerce
Buying that happens inside social platforms rather than on your website, through shoppable posts, in app checkout and live selling. It removes steps from the purchase journey, which lifts conversion. It also means the platform owns the customer relationship, so it works best alongside your own store rather than instead of it.
Social Listening
Monitoring what people say about your brand, competitors and category across social platforms and forums. It surfaces complaints before they escalate, product feedback before you commission research, and content ideas straight from your customers' own words. It also feeds directly into reputation management.
Spark Ads (Whitelisting)
Running paid ads through a creator's own account rather than your brand page. The ad keeps the creator's name, voice and social proof, which typically outperforms the same content posted by the brand. It requires the creator to grant permission, so agree this at the briefing stage rather than after the content performs.
Social Media Marketing
Building brand presence, audience and demand across platforms through content, community and paid campaigns. Effective work connects to business outcomes rather than follower counts. See our social media marketing services, or the social and performance combo if you want reach and leads on one plan.
User Generated Content (UGC)
Content created by real customers or creators rather than produced by the brand, usually filmed casually rather than polished. It performs strongly in paid social because it looks like a recommendation instead of an advertisement. Explore our UGC video work.
Influencer Marketing
Partnering with creators to reach their audience with your message. It works when the creator genuinely fits your category and their audience is real, and it fails when selection is based on follower count alone. Vetting engagement quality before signing matters more than any other decision in the process. See our influencer marketing agency page.
Getting engagement but not enquiries?
That gap usually comes from content built for the platform rather than the buyer. We will review your social presence and creator activity, and show you what to change.