Resource Center
Free marketing resources, checklists & playbooks
The same guides, checklists, and glossary our team uses to grow real client pipelines. Free to read, no email required.
Resource library
Guides, checklists & templates by topic
Glossary
Marketing terms, defined plainly
Core Web Vitals
Google's set of user-experience metrics (LCP, INP, CLS) that influence search rankings and conversions.
EEAT
Experience, Expertise, Authoritativeness, Trust — Google's rubric for how credible a page is, especially in YMYL topics.
ROAS
Return on Ad Spend — revenue divided by ad spend. The key profitability metric for paid campaigns.
tROAS
Target ROAS — a Google Ads bid strategy that optimizes bids to hit a specified return target.
Performance Max
Google's automated campaign type that spans Search, Shopping, YouTube, Display, and Gmail.
SERP
Search Engine Results Page — the page Google returns for a query, including ads, organic, Map Pack, and features.
Local Pack
The 3-result map cluster Google shows for local intent queries — the most valuable local SEO real estate.
Schema markup
Structured data (JSON-LD) that helps Google understand a page's content and enables rich results.
LSA
Local Services Ads — Google's pay-per-lead product for eligible service businesses (legal, HVAC, plumbing, etc).
Attribution
The rules and models used to credit conversions to marketing touchpoints across the buyer journey.
CAC
Customer Acquisition Cost — total marketing spend divided by new customers acquired.
GA4
Google Analytics 4 — the current event-based analytics platform that replaced Universal Analytics.
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