Growth Glossary
A shared language for growth teams.
Plain-English definitions of the terms SEO, content, and growth teams use every day. Every entry also shows how the term plays into real decisions.
Growth Glossary
20 terms
C
- SEOCanonical tagA canonical tag tells search engines which URL is the preferred version when several URLs show the same or very similar content.Read more
- SEOClick-through rate (CTR)Click-through rate (CTR) is the percentage of impressions that turn into clicks: the clicks a page gets in search results divided by the number of times it was shown.Read more
- ContentContent auditA content audit is a systematic review of the content already on your site, checking each page for performance, freshness, and fit with your strategy.Read more
- ContentContent briefA content brief is a short document that defines a piece’s purpose, target intent, scope, and success metric before anyone starts writing.Read more
- ContentContent decayContent decay is the gradual decline in a page’s search visibility and traffic over time.Read more
- ContentContent gapA content gap is a topic your audience searches for that your site doesn’t cover yet, or covers only partially.Read more
- ContentContent refreshA content refresh updates an existing page’s information, structure, and links so it matches current search intent and up-to-date facts.Read more
- ContentContent strategyA content strategy is the plan for what content you’ll create, who it’s for, what it should achieve, and how you’ll manage it.Read more
D
- Decisions and processDecision layerA decision layer is the layer of your stack that pulls scattered data together, shows your team what to focus on first, and keeps a record of every decision.Read more
- Decisions and processDecision logA decision log is a record of the decisions a team has made, each with its rationale, owner, date, and measurement window.Read more
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- ContentPillar pageA pillar page is the comprehensive page at the center of a topic cluster: it covers the topic broadly and links out to the supporting pages that go into detail.Read more
- Decisions and processPrioritization matrixA prioritization matrix (also called an impact–effort matrix) is a simple decision tool that sorts work into four quadrants by expected impact and required effort.Read more
S
- SEOSearch intentSearch intent is the reason behind a search: what the searcher actually wants to get done, whether that’s learning something, comparing options, buying, or getting to a specific site.Read more
- SEOSERPA SERP (search engine results page) is the page a search engine shows in response to a query, including organic results, ads, and SERP features.Read more
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