Glossary
Behavioral Health Marketing Glossary
Plain-language definitions of the marketing terms practice owners run into most. No jargon for its own sake.
Back to all resources- SEO (Search Engine Optimization)
- The practice of improving a website so it ranks higher in unpaid search results, bringing in steady organic traffic over time.
- AIO (AI Optimization)
- Structuring a website so AI-powered search tools can understand, trust, and cite its content, extending traditional SEO into AI-generated results.
- AEO (Answer Engine Optimization)
- Formatting content so search engines and AI tools can extract a clear, direct answer, helping it appear in featured snippets and AI summaries.
- SEM (Search Engine Marketing)
- Marketing through search engines using paid advertising, often used to describe paid search campaigns alongside organic SEO.
- PPC (Pay Per Click)
- An advertising model where you pay each time someone clicks your ad, common in search and social campaigns.
- ROAS (Return on Ad Spend)
- The revenue earned for every dollar spent on advertising. A ROAS of 4x means four dollars returned for each dollar spent.
- CPC (Cost Per Click)
- The average amount you pay for each click on a paid ad. Competitive markets tend to have higher costs per click.
- CTR (Click Through Rate)
- The percentage of people who click a link or ad after seeing it, a key measure of how compelling a listing or ad is.
- CPL (Cost Per Lead)
- The average cost to generate one inquiry or lead, useful for judging whether a marketing channel is efficient.
- Conversion Rate
- The percentage of visitors who take a desired action, such as booking a call or submitting a contact form.
- CRO (Conversion Rate Optimization)
- The practice of improving the share of visitors who convert, through clearer messaging, stronger trust, and less friction.
- Landing Page
- A focused page built to turn visitors from a specific source, often an ad, into inquiries by matching the message that brought them there.
- Schema Markup
- Structured data added to a page that helps search engines and AI tools understand what the content is and who it represents.
- Backlink
- A link from another website to yours, treated by search engines as a signal of credibility and authority.
- Local Pack
- The cluster of map-based business results that appears near the top of local searches, powered by Google Business Profiles.
- Google Business Profile
- A free listing that lets a practice appear in Google Maps and local results, central to local search visibility.
- SERP (Search Engine Results Page)
- The page of results returned for a search query, including organic listings, ads, map results, and featured snippets.
- Organic Traffic
- Visitors who reach your site through unpaid search results rather than through advertising.
- Featured Snippet
- A boxed answer shown at the top of some search results, pulled directly from a page that answers the query clearly.
- Canonical URL
- The preferred version of a page that you tell search engines to index, preventing duplicate-content confusion.
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