Knowledge base
Online marketing knowledge base
All the terms you come across when you take online growth seriously, explained briefly and clearly. With examples from construction and technical trades.
72 terms
A
- A/B testingA/B testing, also called split testing, means running two versions of a page, email or ad side by side to…
- Above the foldAbove the fold is the part of a web page a visitor sees without scrolling.
- Account-based marketing (ABM)Account-based marketing (ABM) is a B2B approach where you focus your marketing on a short list of specifically chosen…
- AcquisitionAcquisition is winning new customers, jobs or resources to help your business grow.
- ad budgetAn ad budget is the amount you spend on ads in a given period.
- Affiliate marketingAffiliate marketing is a form of marketing where you pay partners per result: they refer customers to your…
- AI OverviewsAI Overviews are the AI-written answers Google shows above the regular search results.
- AIDA modelThe AIDA model describes the four steps someone goes through before a purchase: Attention, Interest, Desire and…
- AnalyticsAnalytics is collecting, measuring and interpreting data to understand what visitors do and what your marketing…
B
- BacklinksA backlink is a link on another website that points to your website.
- Banner blindnessBanner blindness is the phenomenon of website visitors ignoring ads and banners, consciously or unconsciously.
- Below the line (BTL)Below the line (BTL) marketing is marketing that targets a specific audience directly and in a focused way instead of…
- BenchmarkA benchmark is a yardstick you use to compare the performance of your business, product or process with a standard…
- Bid strategyA bid strategy is the way you decide in Google Ads how much to bid per auction.
- Brand advocacyBrand advocacy is when customers, employees or fans recommend your brand of their own accord…
- Brand awarenessBrand awareness is consumers’ ability to recognise and remember your brand.
- Brand equityBrand equity is the value a brand has through what consumers think, feel and experience about it.
- Brand identityBrand identity is the whole set of elements through which a brand presents itself: name, logo, colours, typography, tone and…
- Brand loyaltyBrand loyalty is the degree to which customers choose the same brand again and again, even when there…
C
- Call-to-actionA call-to-action (CTA) is a prompt that tells the visitor what the next step is, usually a button or link such as…
- Canonical URLA canonical URL is the address you designate as the main version of a page when the same or almost the same…
- Consent ModeConsent Mode is a Google feature that lets tags, such as those for GA4 and Google Ads, know whether a visitor…
- ConversionA conversion is the moment a visitor takes an action you have set as a goal, such as a quote…
- Conversion rateThe conversion rate is the percentage of visitors who take a desired action, such as requesting a quote or calling.
- Core Web VitalsCore Web Vitals are three Google metrics that show how fast, responsive and stable a web page feels…
- CPA (cost per acquisition)CPA stands for cost per acquisition: what you spend on average on ads for one…
- CPC (cost per click)CPC stands for cost per click: the amount you pay when someone clicks on your ad.
- Crawling and indexingCrawling is search engines visiting and reading your web pages.
- CRMA CRM (Customer Relationship Management) is a system in which you keep all enquiries, customers, contact moments and…
- CTR (click-through rate)CTR stands for click-through rate: the percentage of people who click on your ad or search result after they have…
G
- GA4 (Google Analytics 4)GA4, in full Google Analytics 4, is Google’s free analytics tool that measures how visitors reach your website and what…
- GCLIDA GCLID (Google Click Identifier) is a code Google Ads automatically adds to a link when someone clicks on your…
- GEO (Generative Engine Optimisation)GEO, in full Generative Engine Optimisation, is making your website suitable for being mentioned and cited in…
- Google Business ProfileA Google Business Profile is the free business listing in Google Search and Google Maps, with your address…
- Google Tag ManagerGoogle Tag Manager is a free Google tool that lets you place measurement and marketing codes, known as tags, on your website…
K
- Customer valueCustomer value, also known as customer lifetime value, is what a customer brings you in total over the whole relationship.
- cost per leadCost per lead (CPL) is what you spend on average on marketing to bring in one lead, such as a…
- Quality ScoreQuality Score is a score from 1 to 10 with which Google Ads estimates how relevant your ad and landing page…
L
- Landing pageA landing page is the page where a visitor ends up after clicking on an ad, search result or link.
- Lead qualificationLead qualification is assessing incoming enquiries on whether they fit your business and have a chance…
- Lead follow-upLead follow-up is the whole set of steps between an incoming enquiry and a signed quote: calling, a…
- Lead platformA lead platform is a website that collects quote requests from customers and resells them to trade businesses…
- llms.txtllms.txt is a text file in the root of your website that gives AI models an organised overview of your…
- Local landing pageA local landing page is a page about one service in one town or region, such as roof renovation in Arnhem.
- Local SEOLocal SEO is optimising your website and Google Business Profile so that you come out on top when people in your…
M
- Marketing automationMarketing automation is automatically sending messages and carrying out tasks based on what a customer does…
- Brand keywordsBrand keywords are searches that contain your company name, such as your company’s name with “reviews” or…
- Meta descriptionA meta description is a short description of a web page in the code, which Google often shows under the title in the…
N
O
R
- RemarketingRemarketing is advertising to people who have already been in contact with your business, for example via your…
- Review managementReview management is the structural collecting, following up and using of customer reviews on platforms such as your…
- ROASROAS stands for return on ad spend: the revenue you get back per euro you spend on ads.
S
- Server-side trackingServer-side tracking is a way of measuring where data about visitors and conversions is sent via your own server to…
- Social proofSocial proof is the principle that people are more likely to choose something others have already found good.
- Speed to leadSpeed to lead is the time between the moment an enquiry comes in and the moment you contact the customer for the…
- Structured dataStructured data is structured code on your website, usually following Schema.org, that search engines and AI systems…
Z
- Zero-click searchA zero-click search is a search where the user gets their answer in the search results and therefore…
- Search intentSearch intent is what someone actually wants to achieve with a search.
- Search volumeSearch volume is the average number of times per month a particular keyword is searched for in a search engine…
- KeywordA keyword is the term someone types into a search engine, such as “dakkapel plaatsen Arnhem”.
- Keyword match typesKeyword match types are settings in Google Ads that determine how closely a search must match your…
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