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Glossary

Glossary

Plain-English definitions of the SEO, Google Ads, analytics and web terms that come up in real projects — and why each one actually matters.

Analytics

Conversion Any action you've defined as valuable — a purchase, a form submission, a call, a signup — that a visitor completes.

Google Ads

CTR Click-Through Rate — the percentage of people who click a link, result or ad out of everyone who saw it.
ROAS Return on Ad Spend — the revenue earned for every unit of currency spent on advertising; the core profitability metric for paid campaigns.

SEO

Technical SEO

Schema Structured data (schema, usually JSON-LD) is machine-readable markup that tells search engines what a page is — an article, a product, an FAQ or a business.