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The Full Circle Design 

Marketing & Design 
Glossary

The Full Circle Design Marketing & Design Glossary makes it easy to understand the key terms, phrases, and acronyms used in design and marketing. Clear, simple definitions help you to understand our industries and make smarter decisions for your business.

SERP

Category

SEO

What it Means

SERP or Search Engine Results Page is the page you see after typing a query into Google, including organic results, ads, featured snippets, and AI overviews.

SEO

Category

SEO

What it Means

SEO or Search Engine Optimisation is the process of improving a website so it ranks higher on search engines like Google, driving more organic traffic.

GEO

Category

GEO

What it Means

GEO stands for Generative Engine Optimisation. This is the process of optimising content to ensure visibility and accurate representation in AI-powered search engines such as ChatGPT, Claude, Gemini, and Google’s AI Overviews.

CRO

Category

Marketing

What it Means

CRO, or Conversion Rate Optimisation, is the practice of improving a website’s ability to turn visitors into customers by testing and refining design, copy, and user journeys.

User Experience

Category

Design

What it Means

The overall feeling a person has when interacting with a website, app, or digital product. UX focuses on usability, accessibility, and customer satisfaction.

CTR

Category

Analytics

What it Means

Click-Through Rate (CTR) is the percentage of users who click on a specific link, ad, or call-to-action compared to the number of times it was shown.

ROI

Category

Business

What it Means

Return on Investment (ROI) measures the profitability of a marketing campaign or business decision by comparing the cost with the generated revenue.

Call to Action

Category

Marketing

What it Means

A prompt (like a button, link, or phrase) encouraging users to take the next step. As an example, “Buy Now”, “Sign Up”, or “Contact Us” would all be standard CTA's.

Wireframe

Category

Design

What it Means

A basic visual guide used in web and app design to outline structure, layout, and functionality before full design and development.

Local SEO

Category

SEO

What it Means

Optimisation focused on ensuring your business shows in local maps, “near me” searches and regional listings.

Keyword

Category

SEO

What it Means

A word or phrase people type into search engines; selecting the right keywords is central to SEO & content strategy.

Backlink

Category

SEO

What it Means

A link from another website pointing to yours. High-quality backlinks signal authority to search engines.

Bounce rate

Category

Analytics

What it Means

Bounce rate shows the percentage of visitors who leave your site after viewing only one page. This is often a sign of a mismatch or usability issues.

Schema Markup / Structured Data

Category

SEO

What it Means

Code added to web pages to help search engines better understand your content and display rich results (snippets, knowledge panels).

Anchor Text

Category

SEO

What it Means

Anchor text is the clickable text in a hyperlink. It tells users and search engines what the linked page is about.

Authority (Domain / Page Authority)

Category

SEO

What it Means

Authority is a metric of trust and strength in SEO; higher authority sites tend to rank more easily for competitive keywords.

Technical SEO

Category

SEO

What it Means

Technical SEO is the technical side of optimisation for websites. It includes site speed, mobile-friendliness, indexing, crawlability, site structure, etc.

Content Marketing

Category

Marketing

What it Means

Content marketing is creating and distributing valuable, relevant content (blogs, guides, videos) to attract and convert your target audience.

Organic Traffic

Category

SEO

What it Means

Organic traffic is where visitors who arrive at your site through unpaid search results, not via ads.

Ad Impressions

Category

Marketing

What it Means

The count of how many times an ad or listing is displayed (whether clicked or not).

Automation

Category

Automation

What it Means

Automation in marketing is where you use software or tools to perform repetitive marketing tasks (email follow-ups, lead nurturing, posting).

Funnel / Sales Funnel

Category

Marketing

What it Means

A funnel, in relation to sales, is the structured series of steps visitors pass through on the way to becoming customers (awareness → interest → action).

Conversion

Category

Marketing

What it Means

A conversion is when a visitor completes a desired action (e.g. filling out a form, buying, subscribing) on your website.

Duplicate Content

Category

SEO

What it Means

Duplicate Content is simply content that appears in more than one place on the web. This can damage SEO as search engines dislike redundancy.

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