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Brito MarketingES
Glossary

Digital marketing glossary, in plain language

The terms you hear in every marketing meeting, explained clearly. From SEO and AEO to ROAS, CRM and reviews — so you know exactly what they mean.

Search & AI

AEO (Answer Engine Optimization)
AEO means preparing your content so tools like ChatGPT, Perplexity, or Google deliver your business as a direct answer to a question. The goal is to write clear, complete answers a machine can cite as-is.
AI Overview
An AI Overview is the summary Google shows at the top of some results, written by artificial intelligence from several sources. Being included in it gives your business visibility before the person even sees the regular links.
Alt Text
Alt text is a short description added to each image to explain what it shows. It helps Google understand your photos and also lets people using screen readers know what's in the image, which improves how you show up in search.
Backlink
A backlink is a link from another website to yours. Search engines treat it as a vote of confidence, so links from reputable sites related to your field help your business rank higher.
E-E-A-T (Experience, Expertise, Authoritativeness, Trust)
E-E-A-T is a set of signals Google uses to decide whether your content is trustworthy, based on who wrote it and how solid it is. For your business it means showing real experience, reviews, and clear company details helps Google take you more seriously.
Featured Snippet
A featured snippet is the box Google shows above the results with a short answer pulled from a web page. Getting your content there puts you at the very top of the search and gives your business strong visibility without paying for ads.
GEO (Generative Engine Optimization)
GEO is the work of getting your business mentioned and recommended inside the answers that AI tools generate. It focuses on becoming a trusted source the AI chooses to cite when someone asks about products or services like yours.
Keyword
A keyword is the word or phrase a person types into a search engine to find something, like "plumber in Miami." Knowing your customers' keywords tells you what content to create so they can find you.
llms.txt
An llms.txt is a text file placed on a website to guide artificial intelligence tools on which content matters most and how to read it. It is a recent proposal, and not every AI system uses it yet.
Schema (Structured Data)
Schema is code added to a web page that tells search engines what each piece of information is, for example that a number is a price, an address, or your business hours. It helps Google understand your information better and display it more fully.
SEO (Search Engine Optimization)
SEO is the work of improving a website so it appears in Google's unpaid results when someone searches for something related to your business, without paying for ads. It covers the content on your pages, the site's technical structure, and the links your business earns from other sites.
SERP (Search Results Page)
The SERP is the page Google shows you after you search for something, with the list of links, ads, and maps that answer your query. Understanding what that page looks like helps you see what your business is competing against and how high you need to appear to get noticed.

Advertising

A/B Testing
A/B testing means showing two versions of an ad or a page to different people to see which one performs better. Instead of guessing which message works, you let the numbers tell you which one to keep.
Ad Budget
An ad budget is the amount of money you decide to spend on advertising over a period, whether per day or per campaign. Setting a clear budget helps you control how much you invest and compare that spending against the sales it brings in.
CPL (Cost Per Lead)
CPL is how much it costs you, on average, to get one potential customer through your advertising. It is calculated by dividing the money spent by the number of contacts or inquiries you received.
CPM (Cost Per Mille)
CPM is what you pay for every thousand times your ad is shown on screen, whether or not people click. It is used mostly in campaigns meant to make more people aware of your brand.
CTR (Click-Through Rate)
CTR is the percentage of people who clicked your ad or link out of everyone who saw it. A higher CTR usually means your message and offer appeal to the people seeing it.
Geotargeting
Geotargeting is the option to show your ads only to people located in the area you serve, like a city or a radius of miles. That way you don't spend money showing yourself to people who are too far away to reach your business.
Lookalike Audience
A lookalike audience is a group of new people an ad platform builds because they resemble your current customers. It helps you reach people who don't know you yet but fit the profile of someone likely to buy what you sell.
Meta Pixel
The Meta Pixel is a small piece of code installed on your website so Facebook and Instagram can see what people do after seeing your ads, like buying or leaving their information. With that data the platforms can show your ads to people more like the ones already buying from you.
PPC (Pay-Per-Click)
PPC is an advertising model where you pay each time someone clicks your ad, rather than paying just to show it. It is the basis of platforms like Google Ads and search ads.
Retargeting
Retargeting is advertising shown to people who already visited your site or interacted with your business, to remind them to come back. It is a way to stay in front of someone who already showed interest.
ROAS (Return on Ad Spend)
ROAS measures how many dollars in sales you generate for every dollar you spend on advertising. For example, a ROAS of 4 means you earned four dollars in sales for every dollar invested in ads.

Social & Content

Boosted Post
A boosted post is a regular post from your page that you pay the social network to show to more people. It's the simplest way to start advertising, though it gives you less control than a campaign built from scratch.
Community Management
Community management is the work of running a business's presence on social media: posting, replying to messages and comments, and caring for the relationship with followers. Its goal is to keep a lively, close conversation going with people.
Engagement
Engagement is the number of interactions your content receives on social media, such as likes, comments, shares, and saves. It measures how much people care about your content, beyond just how many saw it.
Organic Reach
Organic reach is the number of people who see your social media post without you paying to promote it. It's a free way to reach people, though the platforms usually show your content to only a portion of your followers.
Reel
A reel is a short, vertical video posted on Instagram or Facebook, made to be watched quickly on a phone. It is one of the formats that can give a business the most reach on social media today.
UGC (User-Generated Content)
UGC is content your own customers create about your business, such as photos, videos, or reviews. It works well because people trust another customer's experience more than the brand's own advertising.

Web & Data

Bounce Rate
Bounce rate is the percentage of people who land on a page of your site and leave without doing anything else or visiting another page. A very high rate can mean the page loads poorly or doesn't answer what the person was looking for.
Conversion Rate
Conversion rate is the percentage of your site's visitors who take the action you want, such as buying, calling, or filling out a form. Raising this rate means getting more results from the same traffic you already have.
Core Web Vitals
Core Web Vitals are a set of Google measurements about your site's real experience: how long it takes to load, how quickly it responds, and whether elements shift around while loading. A site that meets them feels faster and steadier to the visitor.
CTA (Call to Action)
A CTA is the instruction you give a visitor to take the next step, such as "Call now" or "Get a quote." A clear, visible CTA removes the person's doubt about what to do.
GA4 (Google Analytics 4)
GA4 is Google's free tool that shows you how many people visit your site, where they come from, and what they do there. With that data you can see which pages and channels actually bring customers to your business.
Landing Page
A landing page is a web page built around a single goal, such as getting the person to call, buy, or leave their information. Unlike a full site, it has no distractions: everything points to that one action.
Responsive Design
Responsive design makes your website adjust on its own so it looks good on any screen, whether a phone, a tablet, or a computer. Since most people visit from their phone, a responsive site keeps you from losing customers over a page that's hard to use.

CRM & Conversion

Attribution
Attribution is the way of knowing which ad, post, or channel brought in each customer, so you can understand which part of your spending actually works. Without attribution it's hard to know where to put more money and where to stop spending.
Automation
Automation means using tools so that repetitive tasks happen on their own, like sending a welcome email or an appointment reminder without anyone doing it by hand. It helps you respond fast and never let a contact slip through.
Churn
Churn is the percentage of customers who stop buying from you or cancel their service within a period. Watching this rate matters because keeping the customers you already have usually costs less than going out to find new ones.
Lead
A lead is a person who showed interest in your business and left some way to reach them, like a phone number or email. They are not a customer yet, but they are someone you can talk to in order to try to close a sale.
Lead Nurturing
Lead nurturing is the process of staying in touch with a potential customer who hasn't bought yet, giving them useful information over time until they're ready. The idea is to stay present so that, when they decide, they think of you.
LTV (Customer Lifetime Value)
LTV is the total money a customer leaves in your business over the whole relationship, not just their first purchase. Knowing that value helps you decide how much you can spend to win a customer and still come out ahead.
Sales Funnel
A sales funnel is the path a person travels from first hearing about your business to buying, passing through stages like interest and decision. It's called a funnel because many people enter at the top and only some reach the bottom and buy.

Local

Citations (Local Listings)
Citations are mentions of your business on directories and websites that show your name, address, and phone number, like Yelp or online yellow pages. Having these details listed and written correctly in several places helps Google trust your business and show it to nearby customers.
Google Business Profile (GBP)
Google Business Profile is the free listing that shows your business on Google and Maps with your address, hours, photos, and reviews. It is one of the most important tools for nearby customers to find you and call you.
Local Pack
The local pack is the group of businesses with a map that Google shows above the results when someone searches for a service near their location. Appearing there gives strong visibility because it's the first thing the person sees.
NAP (Name, Address, Phone)
NAP refers to your business's name, address, and phone number. Keeping these three details identical everywhere your business appears builds trust with Google and keeps customers from seeing the wrong information.

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