If you’re new to digital marketing, it can feel like everyone’s speaking in code. From SEO to GEO and CPC to CRO, acronyms fly around every meeting. This glossary breaks them down by department so you can understand exactly what they mean and how they impact your marketing.
SEO Department
SEO is evolving fast. In 2025, optimising for both traditional search and AI-powered search is critical. Here’s what you’ll hear our SEO team talking about:
- SEO – Search Engine Optimisation
Improving your website’s visibility on Google and other search engines to increase organic traffic. Still a core driver of leads and sales. - SERP – Search Engine Results Page
The page of results shown after you search on Google or another search engine. Includes paid ads, organic listings and now AI-generated answers. - DA – Domain Authority
A score (0–100) predicting how well your website will rank in search results, based on backlinks and overall authority. - DR – Domain Rating
A similar score to DA, used by Ahrefs, that measures the strength of your website’s backlink profile. - H1 / H2 – Level 1 / Level 2 Heading
HTML headings that structure your content for SEO and AI readability. - FAQ – Frequently Asked Questions
Great for both SEO and AI Search. Clear Q&As improve your chances of appearing in AI snippets and voice search results. - CRO – Conversion Rate Optimisation
Improving how many visitors take action on your site, whether that’s filling out a form or making a purchase. - UX – User Experience
How easy and enjoyable your website is to use. A big ranking factor in both Google and AI-driven search. - KPI – Key Performance Indicator
The metrics that define success, such as rankings, traffic, leads, and AI visibility.
AI Search Department
- GEO – Generative Engine Optimisation
Optimising your content so AI platforms like Google’s AI Overviews, AI Mode, ChatGPT and Perplexity cite your brand in their answers. - AIO – AI Overview Optimisation
Specific strategies to appear in Google’s AI Overviews by using structured data, concise answers and strong E-E-A-T signals. - LLM – Large Language Model
AI systems, such as ChatGPT or Gemini, that read, understand and generate human-like responses from huge datasets. - AIA – AI Agent
AI-powered assistants, such as ChatGPT Agents, that scan your site to complete a task or answer a question. A clean, well-structured site helps them read your content correctly. - LLM-T – Large Language Model Tracking
Monitoring where your brand is mentioned in AI-generated content and tracking AI visibility. - AIV – AI Visibility
How often your brand is referenced in AI-generated answers.
PPC Department
When you’re paying for every click, acronyms can mean the difference between profit and waste.
- PPC – Pay Per Click
A model where advertisers pay for each click on their ad. - CPC – Cost Per Click
The average amount you pay when someone clicks your ad. - CPA – Cost Per Acquisition
The average cost of getting a new customer or lead. - CPL – Cost Per Lead
The cost of generating a qualified lead through paid ads. - ROAS – Return on Ad Spend
Revenue generated for every £1 spent on ads. - ROI – Return on Investment
The profitability of a marketing investment. - ROMI – Return on Marketing Investment
Like ROI, but measuring the return from your entire marketing budget. - CTR – Click-Through Rate
The percentage of people who see your ad and click on it. - GA – Google Analytics / Google Ads
GA can mean either Google Analytics (for performance tracking) or Google Ads (for managing paid campaigns).
Content Department
Content is where your brand’s story meets your audience’s needs and where AI Search is increasingly pulling its answers from.
- CTA – Call To Action
Words or buttons that guide users towards the next step, such as “Book a Call” or “Shop Now.” - CMS – Content Management System
Platforms like WordPress or Shopify that let you edit your site’s content without coding. - FAQ – Frequently Asked Questions
Not just for SEO: also boosts your chances of being featured in AI answers. - SEO – Search Engine Optimisation
Yes, content creators need to know SEO too. - UX – User Experience
If content is hard to read or navigate, both humans and AI agents will bounce.
Web Development Department
The web design team builds the foundation that makes everything else possible.
- CMS – Content Management System
(See above) Where your site’s content lives and gets edited. - DNS – Domain Name System
Translates your web address into a machine-readable IP address. - FTP – File Transfer Protocol
A method of transferring files between your computer and your website’s server. - CAPTCHA – Completely Automated Public Turing Test To Tell Computers And Humans Apart
Protects forms from spam bots. - UX – User Experience
Built into the design to make websites easy to use. - CRO – Conversion Rate Optimisation
Built into the code to help your site convert better.
Sales / Client Services
The team that connects strategy with results.
- B2B – Business To Business
Selling products or services to other businesses. - B2C – Business To Consumer
Selling directly to end customers. - KPI – Key Performance Indicator
(See above) The key numbers we track for success. - ROI – Return on Investment
(See above) How profitable your marketing is. - ROMI – Return on Marketing Investment
(See above) The return from your overall marketing spend.
Find Out More
In 2025, knowing acronyms isn’t just jargon; it’s essential. The rise of AI Search means you’ll hear GEO, AIO, LLM and AIA more often than ever. These terms aren’t just buzzwords; they’re the future of how people find and interact with your brand.
If you want us to translate these acronyms into results, our SEO, PPC, Content and Development teams work together. We make sure your brand is visible everywhere it matters, human or AI.
Book your free consultation today, and let’s turn these acronyms into ROI.
