Marketing Glossary — Jesper Astrom

A/B testing A/B testing is a controlled experiment comparing two versions of a webpage or asset to determine which performs better against a defined metric.
Affiliate marketing Affiliate marketing is a performance-based model where businesses reward external partners for driving traffic or sales through their promotional efforts.
Anchor text Anchor text is the visible, clickable text of a hyperlink that gives search engines and users context about the linked page's content.
Bounce rate Bounce rate is the percentage of visitors who leave a website after viewing only one page, often used as a signal of content relevance or user experience quality.
Call to action A call to action (CTA) is a prompt on a web page, email, or ad that tells the user exactly what step to take next.
Click-through rate Click-through rate (CTR) is the percentage of people who click on a link, ad, or search result after seeing it, measuring how compelling your listing is.
Content marketing Content marketing is a strategic approach focused on creating and distributing valuable content to attract, engage, and retain a clearly defined audience.
Conversion rate optimization Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action.
Customer lifetime value Customer lifetime value is the predicted total revenue a business can expect from a single customer account throughout their entire relationship.
Customer relationship management Customer relationship management (CRM) is a strategy and toolset for managing all interactions with current and potential customers throughout their lifecycle.
Data-driven marketing Data-driven marketing is the practice of using customer data and analytics to guide marketing strategy, targeting, and optimization decisions.
E-commerce E-commerce is the buying and selling of goods or services over the internet, encompassing everything from online storefronts to digital marketplaces.
Google Ads Google Ads is Google's pay-per-click advertising platform that lets businesses bid on keywords to show ads in search results, YouTube, and across the display network.
Google Tag Manager Google Tag Manager is a free tag management system that lets you deploy and manage marketing and analytics tags on your website without editing code.
Growth hacking Growth hacking is a marketing approach focused on rapid experimentation across channels and product development to find the most efficient ways to grow a business.
Key performance indicator A key performance indicator (KPI) is a measurable value that shows how effectively a team or campaign is achieving its core business objectives.
Keyword research Keyword research is the process of discovering and analyzing the search terms people use, in order to inform content strategy and SEO priorities.
Landing page A landing page is a standalone web page designed with a single focused objective, typically to convert visitors from a specific campaign or traffic source.
Link building Link building is the SEO practice of acquiring hyperlinks from other websites to your own, signaling authority and trust to search engines.
Long tail The long tail describes the strategy of targeting a large number of niche, low-volume search terms that collectively drive more traffic than a few popular keywords.
PageRank PageRank is the algorithm developed by Google's founders that ranks web pages based on the quantity and quality of links pointing to them.
Pay-per-click Pay-per-click is an online advertising model where advertisers pay a fee each time their ad is clicked, commonly used in search engine and social media advertising.
Retargeting Retargeting is an online advertising technique that serves ads to people who have previously visited your website or interacted with your brand.
Return on investment Return on investment (ROI) is a ratio that measures the profit or loss generated by a marketing effort relative to the amount spent on it.
Sales funnel A sales funnel is a model that maps the stages a prospect moves through from first awareness to final purchase, helping marketers optimize each step.
Search engine optimization Search engine optimization (SEO) is the practice of improving a website's visibility in organic search results through technical, content, and authority-building efforts.
Search engine results page A search engine results page (SERP) is the page displayed by a search engine in response to a query, containing organic listings, ads, and rich features.
User experience User experience (UX) encompasses every aspect of a person's interaction with a product, website, or service, shaping their perception and satisfaction.
Viral marketing Viral marketing is a strategy that encourages people to share a message with others, creating exponential growth in brand awareness through organic word-of-mouth.
Web analytics Web analytics is the collection, measurement, and analysis of website data to understand user behavior and optimize digital performance.