Marketing Glossary

From AI search terms like AEO and GEO to ad metrics like ROAS and CTR,
Naver Place, medical advertising rules and global marketing:
61 marketing terms, explained by MAKE Marketing.

AI Search · AEO · GEO

AEOAnswer Engine Optimization: AEO (answer engine optimization) is optimization that gets AI and search engines to use your content as the basis of their answers when they respond to a question.
GEOGenerative Engine Optimization: GEO (generative engine optimization) is optimization that gets generative AI such as ChatGPT, Gemini and Claude to understand your brand correctly and mention it in its answers.
AI visibilityAI Visibility: AI visibility is how often, and how accurately, a brand appears in AI answers.
LLMLarge Language Model: An LLM (large language model) is an AI model trained on vast amounts of text to understand and generate sentences. It is the technology behind ChatGPT, Gemini and Claude.
Naver AI BriefingNaver AI Briefing: Naver AI Briefing is a feature that shows an AI-written summary answer and its sources at the top of Naver's integrated search results.
Zero-click searchZero-click Search: A zero-click search is a search that ends with the answer on the results page, without clicking any link.
llms.txtLLMs.txt: llms.txt is a text file placed at the root of a website that summarizes the site's key information and main pages in a form AI can read easily.
EntityEntity: An entity is a person, company, place or product that search engines and AI recognize as a single thing.

Search Engine Optimization (SEO)

SEOSearch Engine Optimization: SEO (search engine optimization) is refining a site and its content so search engines can find and understand its pages and show them high in search results.
SERPSearch Engine Results Page: A SERP (search engine results page) is the whole results screen that appears when you enter a search.
KeywordKeyword: Keywords are the words and sentences customers type into a search box or AI, and the starting point for marketing content and ads.
Long-tail keywordLong-tail Keyword: A long-tail keyword is a longer search with low volume but a specific meaning.
Search intentSearch Intent: Search intent is what a person actually wants when they search, usually split into informational, navigational, transactional and comparison intent.
Structured dataStructured Data, Schema.org: Structured data is code that marks up a page's content in a defined format (usually Schema.org vocabulary in JSON-LD) so search engines and AI can read it accurately.
E-E-A-TExperience, Expertise, Authoritativeness, Trustworthiness: E-E-A-T stands for experience, expertise, authoritativeness and trust, which Google looks at when it evaluates content quality.
BacklinkBacklink: A backlink is a link from another website to your site.
robots.txtRobots Exclusion Protocol: robots.txt is a text file placed at the root of a site that tells search engine and AI crawlers which parts they may collect.
SitemapSitemap, sitemap.xml: A sitemap is a file (usually sitemap.xml) that lists the page URLs on a site and tells search engines about them.
CrawlerCrawler, Bot: A crawler is a program that automatically visits web pages and collects their content. It is also called a bot or spider.
hreflanghreflang attribute: hreflang is markup that tells search engines which language or region each page is for when the same content exists in several language or regional versions.
Local SEOLocal SEO: Local SEO is the work of making a business show up first in searches that include a location, such as "near me" or "neighborhood + business type."
NAP consistencyName, Address, Phone: NAP consistency means writing a business's name, address and phone number exactly the same way on every channel.
Google Business ProfileGoogle Business Profile: Google Business Profile is a free service that lets business owners manage the business information shown in Google Search and Google Maps.

Naver Marketing

Naver PlaceSmart Place: Naver Place is the business information area shown in Naver Map and Naver search. Owners manage it in Smart Place.
Blog indexBlog Index: "Blog index" is an industry term for an estimate of how well a Naver blog can show up in search results.
C-Rank and D.I.A.Naver blog search algorithms: C-Rank and D.I.A. are the main algorithms Naver uses to decide blog search results. C-Rank looks at the trustworthiness of the source (the blog), and D.I.A. at the quality of the document itself.
Power LinkNaver Search Ads: Power Link is Naver's main search ad product, shown in Naver search results. You pay only when someone clicks.
Reviewer campaignsReview Campaign: A reviewer campaign is a marketing method where bloggers and influencers try a product or service and write reviews.

Ad Performance Metrics

ROASReturn On Ad Spend: ROAS (return on ad spend) is the ratio of revenue generated by ads to ad spend. It shows how much revenue each unit of ad spend produced.
ROIReturn On Investment: ROI (return on investment) is the ratio of profit gained to the cost invested.
CTRClick Through Rate: CTR (click-through rate) is the share of times an ad or search result was clicked out of the times it was shown.
CPCCost Per Click: CPC (cost per click) is the average cost of one ad click, or an ad billing model where you pay only when someone clicks.
CPACost Per Action: CPA (cost per action) is the ad spend it took to get one desired action, such as a purchase, booking or consultation request.
CPMCost Per Mille (cost per 1,000 impressions): CPM is the cost of showing an ad 1,000 times. It is also a billing model based on impressions.
Conversion rateConversion Rate, CVR: Conversion rate is the share of visitors or clicks that took a target action such as a purchase, booking or inquiry.
LTVLifetime Value: LTV (customer lifetime value) is the revenue or profit one customer brings in over the whole time they do business with you.
CACCustomer Acquisition Cost: CAC (customer acquisition cost) is the marketing and sales cost of winning one new customer.
Reach and frequencyReach & Frequency: Reach is the number of people who saw an ad at least once, and frequency is the average number of times one person saw the same ad.

Marketing Strategy · Channels

Performance marketingPerformance Marketing: Performance marketing is running ads with an eye on data, aiming for measurable results such as clicks, purchases and bookings.
Brand MarketingBrand Marketing: Brand marketing creates reasons for customers to remember and trust a brand and choose it again.
Content marketingContent Marketing: Content marketing is consistently creating useful articles, videos and images for customers to earn trust and turn it into inquiries and purchases.
Influencer marketingInfluencer Marketing: Influencer marketing is promoting a product or service by working with people who have influence over their followers.
UGCUser Generated Content: UGC (user-generated content) is content such as reviews, photos and videos created by customers rather than the brand.
Viral marketingViral Marketing: Viral marketing is getting people to share and talk about something on their own so it spreads like word of mouth.
Short-form videoShort-form Video: Short-form video is short vertical video of around one minute; Instagram Reels, YouTube Shorts and TikTok are typical examples.
Card newsCard News, Carousel: Card news is content that splits short text across several images for people to swipe through.
Instagram comicsInstagram Webtoon: Instagram comics (Instatoon) are short comics posted on Instagram.
Marketing funnelMarketing Funnel: A marketing funnel shows, in the shape of a funnel, the stages a customer goes through from first hearing of a brand, to taking an interest and comparing, to buying and coming back.
RetargetingRetargeting: Retargeting is showing ads again to people who have visited your site or app.
Landing pageLanding Page: A landing page is the first page people arrive at after clicking an ad or search result, and it focuses on getting them to take one action.
A/B testA/B Test: An A/B test is an experiment that shows two versions to separate groups and compares which performs better.
CRMCustomer Relationship Management: CRM (customer relationship management) is the activities and tools for managing customer information and transaction history so that customers return and buy again.
RetentionRetention: Retention is the rate at which customers who came once come back, or the activities that keep customers.
LeadLead: A lead is a potential customer who may buy, or the contact details and inquiry that customer left.

Measurement · Analytics Tools

UTM parametersUrchin Tracking Module: UTM parameters are tags added to the end of a link URL to tell which channel and campaign a visitor came from.
GA4Google Analytics 4: GA4 is Google's free website and app analytics tool, which records visits and behavior as events.
Meta PixelMeta Pixel: The Meta Pixel is code installed on a website that connects actions such as visits and purchases to Meta (Facebook and Instagram) ads.

Industry Advertising Rules

Banned medical advertising expressionsMedical Service Act, Article 56: Banned medical advertising expressions are the advertising content prohibited by Article 56 of Korea's Medical Service Act, typically patient treatment stories, guaranteed results, comparisons with other clinics and unfounded exaggeration.
Medical advertising pre-reviewMedical Service Act, Article 57: Medical advertising pre-review is a system in which medical ads must be reviewed by a medical advertising review committee before they run in certain media (Article 57 of the Medical Service Act).

Global Marketing

LocalizationLocalization: Localization goes beyond translating content into another language: it adapts the content to the words, notation, culture and contact habits of people in that country.
Multilingual SEOMultilingual SEO: Multilingual SEO is optimization that makes a site in several languages show up in its own language in each country's search engines and AI answers.

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