Resources · Glossary

Marketing terms, explained in plain English.

The vocabulary of growth in 2026 — SEO, GEO, AI search, paid ads and analytics — defined the way we'd explain them to a founder, with real examples and honest context.

SEO & AI Search

GEO

Generative Engine Optimization

Generative Engine Optimization (GEO) is the practice of structuring and writing your content so AI answer engines — ChatGPT, Gemini, Perplexity,…

AI Overviews

AI Overviews are the AI-generated answer boxes Google shows above traditional results for many searches. They summarise the answer from several…

llms.txt

llms.txt is a plain-text file at yourdomain.com/llms.txt that gives AI systems a curated, machine-readable summary of your site — who you are, what…

Local Pack

Google Local Pack / Map Pack

The Local Pack (or Map Pack) is the block of three Google Business Profile listings with a map that Google shows for searches with local intent — like…

Google Business Profile

GBP (formerly Google My Business)

Google Business Profile (GBP) is the free listing that represents your business on Google Search and Maps — your hours, photos, reviews, posts,…

Schema Markup

Structured Data (schema.org)

Schema markup is machine-readable code (usually JSON-LD) added to a page that tells search engines and AI exactly what the content is — a business, an…

E-E-A-T

Experience, Expertise, Authoritativeness, Trustworthiness

E-E-A-T — Experience, Expertise, Authoritativeness, Trustworthiness — is the framework Google's quality guidelines use to judge whether content…

Paid Ads

Quality Score

Quality Score is Google Ads' 1–10 rating of how relevant your keyword, ad copy and landing page are to what the user searched. Higher scores lower…

Performance Max

PMax

Performance Max (PMax) is Google's automated campaign type that runs your ads across Search, YouTube, Display, Gmail, Maps and Discover from a single…

Retargeting

Retargeting / Remarketing

Retargeting (or remarketing) shows ads specifically to people who already visited your website, engaged with your profile or watched your video but…

Metrics & Analytics

ROAS

Return on Ad Spend

ROAS (Return on Ad Spend) measures revenue earned per rupee of ad spend: revenue ÷ ad cost. A ROAS of 4 (often written 4:1 or 400%) means every ₹1 of…

CPL

Cost Per Lead

Cost Per Lead (CPL) is your total marketing spend divided by the number of leads it produced. If ₹50,000 of ads generate 125 enquiries, CPL is ₹400.…

CAC

Customer Acquisition Cost

Customer Acquisition Cost (CAC) is everything you spend to win one paying customer — ads, agency fees, sales time and tools — divided by customers…

Conversion & Web

Core Web Vitals

Core Web Vitals are Google's three user-experience metrics — LCP (loading speed), INP (responsiveness) and CLS (visual stability) — measured on real…

CRO

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is the systematic practice of increasing the percentage of visitors who take action — enquire, book, buy — by…

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