GBC Digital Marketing Glossary
Digital marketing terms get thrown around a lot, and if you are a contractor who does not live in this world every day, it can feel like people are speaking a different language. Acronyms like SEO, AEO, RAG, and LLM can sound confusing or even intimidating if no one slows down and explains what they actually mean.
This glossary was created to break those terms down in plain English, so you can understand what we are talking about, ask better questions, and make smarter decisions about your marketing without needing to become a digital marketing expert yourself.
Core Search and Visibility Terms
SEO (Search Engine Optimization)
Getting your website to show up higher in Google without paying for ads.
Local SEO
SEO focused on ranking your business in your service area instead of nationwide.
SERP (Search Engine Results Page)
The page you see after you search something in Google.
Organic Traffic
People who find your website through search, not ads.
Map Pack (3 Pack)
The top three local businesses shown in Google Maps results.
GBP (Google Business Profile)
Your business listing on Google Maps and local search.
NAP (Name Address Phone)
Your business contact info. It must match everywhere online.
Citations
Online mentions of your business name and phone number.
SAB (Service Area Business)
A business that goes to the customer instead of having a storefront.
AI and Modern Search Terms
AI (Artificial Intelligence)
Computer systems that answer questions, summarize info, and make decisions automatically.
AIO (AI Overview)
Google’s AI-written answer shown at the top of some search results.
AEO (Answer Engine Optimization)
Optimizing your website so AI tools choose your business as the answer.
GEO (Generative Engine Optimization)
Optimizing content so AI can summarize, rewrite, and recommend your business.
Entity SEO
Helping Google and AI clearly understand who you are, what you do, and where you work.
Semantic Search
Search based on meaning, not just exact keywords.
AI Data and Retrieval Terms (New + Important)
RAG (Retrieval Augmented Generation)
A way AI gives better answers by first pulling real information from trusted sources before responding. Instead of guessing, the AI looks up content from websites, reviews, service pages, and databases, then uses that info to answer questions.
Plain English:
RAG lets AI “look it up first” before it talks.
RAO (Retrieval Augmented Optimization)
Optimizing your website and online presence so AI systems can easily find and trust your business information when using RAG.
LLM (Large Language Model)
The AI brain behind tools like ChatGPT. It understands language but needs RAG to pull real business data.
KB (Knowledge Base)
A collection of trusted content like service pages, FAQs, blogs, reviews, and case studies that AI pulls from.
Vector DB (Vector Database)
A special database AI uses to store and quickly search information by meaning, not keywords.
Embeddings
How your website content is translated into a format AI understands and compares.
Grounded AI
AI answers backed by real sources instead of made-up information. RAG makes AI grounded.
Website and Content Terms
Landing Page
A page built to get calls or form fills.
Service Page
A page focused on one specific service you offer.
Location Page
A page focused on one city or service area.
Content Marketing
Using helpful content to attract customers.
Blog Content
Articles that answer common questions and help with rankings.
Internal Linking
Links between pages on your own website.
UX (User Experience)
How easy your site is to use.
Mobile Optimization
Making sure your site works well on phones.
Paid Advertising Terms
PPC (Pay Per Click)
Ads where you pay when someone clicks.
CPC (Cost Per Click)
What each click costs you.
CPL (Cost Per Lead)
What it costs to get one lead.
CPA (Cost Per Action)
What it costs to get a specific action like a form fill.
CTR (Click Through Rate)
How often people click after seeing an ad.
CPM (Cost Per Thousand Impressions)
Cost for 1,000 ad views.
LSA (Local Services Ads)
Google ads with the “Google Guaranteed” badge.
ROAS (Return On Ad Spend)
How much revenue you make for every dollar spent on ads.
ROI (Return On Investment)
What you make compared to what you spend on marketing.
Tracking and Reporting Terms
Call Tracking
Tracking which calls come from ads, SEO, or Maps.
Form Tracking
Tracking contact form submissions.
Lead Attribution
Knowing where a lead came from.
GA4 (Google Analytics 4)
Tracks website visitors and behavior.
GSC (Google Search Console)
Shows how your site performs in Google search.
Bounce Rate
The percent of visitors who leave after one page.
Conversion and Sales Terms
Conversion
When someone calls, fills out a form, or books a job.
CTA (Call To Action)
A prompt like “Call Now” or “Get a Free Quote.”
CR (Conversion Rate)
The percent of visitors who turn into leads.
Lead Quality
How serious the leads are.
Booked Jobs
Leads that turn into real work.
Reputation and Trust Terms
ORM (Online Reputation Management)
Managing how your business looks online.
Review Velocity
How often you get new reviews.
Trust Signals
Reviews, photos, certifications, and proof that builds trust.
