Plain-English definitions of the marketing, SEO and business terms that matter. A useful knowledge base for Furnace businesses.
Search engine optimization — improving your site so it ranks higher for relevant searches.
Optimizing for local searches, like Google Business Profile and 'near me' queries.
A free Google listing with your business info, photos and reviews that appears in local results.
Pay-per-click advertising — you pay each time someone clicks your ad, e.g. Google Ads.
Conversion rate optimization — improving pages so more visitors take the action you want.
The percentage of people who click your result after seeing it.
A link from another site to yours, which helps build authority and rankings.
Customer acquisition cost — the total cost to acquire one new customer.
Lifetime value — the total revenue a customer brings over their relationship with you.
Return on investment — the profit gained compared to what you spent.
A page designed for one goal, like a quote request or phone call.
A person who has shown interest in your services and can be contacted.
Tracking and attributing phone calls to the marketing that produced them.
Google's paid advertising platform where ads appear on search results.
Facebook and Instagram ad campaigns run through Meta's advertising platform.
Showing ads to people who visited your site but didn't convert yet.
The word or phrase people type into search engines to find services like yours.
The highlighted answer box at the top of Google search results.
Structured data that helps search engines understand your content and show rich results.
A distinct thing (person, place, business) search engines recognize by name and attributes.
Answer engine optimization — helping AI assistants cite your content as the answer.
Generative engine optimization — being surfaced in AI-generated search results.
The trust and credibility a site earns, which boosts rankings.
Name, address and phone — must be consistent online for local SEO.
Visitors who reach your site from unpaid search results.
The percentage of visitors who complete a desired action.
The influence of online reviews on your local ranking and trust.
A mention of your business (name, address, phone) on other websites.
A visual tool showing where visitors click and scroll on a page.
Showing two versions of a page to see which performs better.
Ali Sedighi, MBA is the founder of HVAC.Agency, Trades.Agency, Conv.ca and MyAutomation.ca. With 17+ years of experience, he has built 150+ live websites for businesses across Canada and the USA and led digital transformation for clients in the Middle East. He combines senior strategy with hands-on execution.
Get a free consultation and see how we help businesses generate more leads, increase revenue, and build a stronger brand. No forms — call, email or text.