Digital Marketing Glossary
This glossary gives short, sourced definitions of the twelve core concepts that come up across Digitruva's pages. Each definition links to the service page where the concept is covered in detail.
GEO (Generative Engine Optimization)
GEO is the work of getting a brand mentioned with accurate information and cited as a source on generative answer surfaces such as ChatGPT, Gemini, Perplexity and Google's AI features. It rests on a crawlable site, content that answers questions clearly and consistent brand information. Success is measured by brand mentions and citations, not rankings.
Explained in depth: GEO agency
AEO (Answer Engine Optimization)
AEO is optimization aimed at making a page the source for surfaces that give a single, direct answer to a question. Featured snippets and assistants that read answers aloud fall into this group. In practice, it means a page structure that puts the question in the heading and gives the answer in the first sentence. Google's systems choose the snippet, and according to Google's featured snippets documentation, markup cannot guarantee it.
Explained in depth: GEO agency
AI Overviews and AI Mode
AI Overviews is the AI-generated summary answer shown above Google search results. AI Mode applies the same approach to a conversational search experience with follow-up questions. Both show supporting links next to the answer. In its documentation on AI features, Google states that the same SEO best practices apply to appearing on these surfaces and that no special markup is needed.
Explained in depth: GEO agency
Citation and brand mention
A brand mention is when the brand's name appears in an AI answer. A citation is when the answer shows your page as a source. The two are not the same thing. A brand can be mentioned without being cited, and a page can be quoted without the brand standing out. That is why AI visibility measurement counts them separately and reads them by question group.
Explained in depth: AI visibility audit
Core Web Vitals
Core Web Vitals are the three metrics Google uses to measure page experience: LCP for loading, INP for responsiveness and CLS for visual stability. In its Core Web Vitals documentation, Google recommends an LCP within 2.5 seconds, an INP under 200 milliseconds and a CLS under 0.1 for a good experience. Results are reviewed at the template level.
Explained in depth: Corporate web design
Structured data
Structured data is markup that tells search engines, in a standard format, what the information on a page is. It is usually written with the schema.org vocabulary in JSON-LD, for example for organization, service or breadcrumb information. The markup should reflect only the content visible on the page. Google's introduction to structured data summarizes the rules.
Explained in depth: Corporate web design
E-E-A-T
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. In its guide to creating helpful content, Google states that it is not a ranking factor on its own and that trust is the most important element. In practice, it means making clear who wrote the content, which sources it relies on and why it was created.
Explained in depth: Content marketing agency
CPA and ROAS
CPA (cost per acquisition) is the average ad spend for one conversion. ROAS (return on ad spend) is the ratio of revenue generated by ads to ad spend. Because ROAS measures revenue, it does not show profitability on its own. Even a high ROAS can mean a loss on a low-margin product. Targets come from the business's own economics, not from industry averages.
Explained in depth: Digital advertising agency
Performance Max
Performance Max is a Google Ads campaign type that reaches Google's Search, YouTube, Display Network, Discover, Gmail and Maps inventory from a single campaign. Most targeting and placement decisions are left to automation, and advertisers steer it with asset groups and audience signals. The details are covered on the Google Ads Performance Max help page.
Explained in depth: Google Ads agency
Meta Pixel and Conversions API
Meta Pixel is code that sends actions on a website to Meta from the visitor's browser. Meta's Conversions API sends the same events from the server. Because the browser side can be affected by ad blockers and cookie restrictions, the two are set up together. Events from both channels are then matched with a shared ID so the same event is not counted twice.
Explained in depth: Social media advertising agency
Consent Mode v2
Consent Mode is a setup that passes the visitor's cookie consent choice to Google tags and adjusts how the tags behave accordingly. Version 2 adds the ad_user_data and ad_personalization parameters alongside ad_storage and analytics_storage. It does not store the choice. The consent tool does that. The difference between basic and advanced implementation is explained in Google's Consent Mode overview.
Explained in depth: Google Analytics consulting
SPF, DKIM and DMARC
SPF, DKIM and DMARC are three DNS records that let receiving servers verify the sending domain. SPF lists the authorized servers, DKIM adds a verifiable signature to the message and DMARC defines what to do when these checks fail. The Gmail sender guidelines require at least SPF or DKIM from all senders.
Explained in depth: Email marketing