Marketing terminology can feel like a different language. One minute you’re talking about growing your business, the next you’re hearing conversations about CTRs, ROAS and SERPs. It’s no surprise that many business owners find themselves wondering what it all actually means.
Marketing should be clear and useful, not confusing. We don’t hide behind marketing jargon. Instead, we explain things in a way that helps you make confident decisions. So, here’s our plain English guide to some of the most common marketing terms, translated into something you would actually say in a normal conversation.
The acronyms, translated
Let’s start with a few popular marketing acronyms you may hear regularly.
CPC, or cost per click
This is how much you pay each time someone clicks on your advert. Think of it as the price of getting someone interested enough to take action. Lower is generally better, but only if the right people are clicking.
CRO, or conversion rate optimisation
This is about turning more visitors into customers. Small tweaks, such as clearer calls to action, can make a big difference.
CTR, or click-through rate
This is the percentage of people who click on your link after seeing it. In simple terms, it tells you how tempting your advert or headline is. A high CTR means your ad is compelling; a low one means something needs tweaking.
PPC, or pay-per-click
A type of online advertising where you pay each time someone clicks. It’s quick to set up and useful for driving immediate traffic. Google Ads is the most common example.
ROAS, or return on ad spend
This shows how much revenue you make for every pound you spend on advertising. It answers the big question, “Is this worth it?” If you spend £100 and make £400, your ROAS is 4. It’s one of the most important numbers in paid media.
SEO, or search engine optimisation
SEO is about helping your website appear higher on Google. In plain English, it means making it easier for customers to find you when they search. This includes everything from the words on your pages to how fast your site loads.
SERP, or search engine results page
This is the page you see after typing something into Google. Where you appear on that page matters more than most people realise. Ranking on the first page of the SERP is the goal of most SEO activity.
UX, or user experience
This is how easy and enjoyable your website is to use. If your site is slow or confusing, your UX needs work. Good UX means visitors can find what they need quickly; poor UX means they leave in frustration and go elsewhere.
A few more marketing terms worth knowing
Some marketing terms and digital marketing terms sound more complex than they really are. Here are a few more broken down.
Backlinks
Links from other websites to yours. Search engines see these as a sign of trust, which can boost your rankings.
Brand positioning
This is how your business is perceived in the market. Are you premium, affordable, innovative or reliable? It’s the space you occupy in a customer’s mind.
Domain authority
A score (usually out of 100) that predicts how well your website will rank on search engines. The higher the score, the more trustworthy and established the site appears to search engines.
Engagement
This measures how people interact with your content, for example likes, comments or shares. It shows whether your message resonates.
Impressions
The number of times your advert or content is shown. It doesn’t mean people engaged with it, only that they had the chance to see it. You can read more about impressions in Ben’s blog about social media marketing metrics.
Media buying
Simply put, this is paying for advertising space. It could be digital ads, radio spots or billboards. The goal is to reach the right audience at the right time.
The newer additions
Marketing evolves quickly, and so do the marketing terms that come with it.
AEO, or answer engine optimisation
AEO is about structuring content so search engines can easily provide direct answers to users’ questions.
AI search
Search engines are changing. AI search focuses on delivering direct answers rather than just links, such as features like Google’s AI Overviews, which now summarise answers at the top of results pages. Optimising for AI search is becoming an increasingly important part of SEO strategy, meaning your content needs to be clear, helpful and well structured.
E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, qualities search engines look for when assessing digital content.
GEO, generative engine optimisation
GEO focuses on helping your content appear in AI-generated answers from tools such as ChatGPT and Google AI Overviews.
Retargeting
Ever looked at a product online and then seen adverts for it everywhere? That’s retargeting. It reminds people to come back and complete their purchase.
Schema
This is a bit of code that helps search engines understand your content. It’s what makes those star ratings, event dates and FAQs appear directly in search results.
Zero-click search
A zero-click search happens when someone finds the information they need directly in the search results without visiting a website.
Key takeaways
- Don’t be intimidated by marketing terminology.
- Most marketing terms describe straightforward concepts.
- Understanding key digital marketing terms helps you make better business decisions.
- Good marketing agencies explain things clearly, without hiding behind marketing jargon.
- Focus on outcomes, not acronyms.
Marketing jargon exists, and sometimes it’s genuinely useful shorthand between us. But there’s a difference between using it efficiently and hiding behind it. If you’d like to talk through any of these marketing terms in the context of your business, or if you want a team that keeps things clear and focused on results, we’d be happy to help.
