Glossary
Digital Marketing Explained, for Sharp Decisions, Not Lingering Doubts.
All the terms you encounter on our site and in the digital marketing world, explained in plain English without jargon.
Digital Marketing
SEO
Techniques to make your website appear in Google results without paying for advertising.
Example: When someone searches for "hairdresser Luxembourg", SEO helps your salon appear at the top of results.
PPC/SEA
Paid advertisements that appear at the top of Google results (marked "Ad").
Example: You pay for your advert to display when someone searches for your services.
ROI
What you earn compared to what you invest. If you spend 100 and earn 300, your ROI is positive.
Example: A campaign with good ROI brings in more than it costs.
KPI
Indicators that measure whether your marketing actions are working.
Example: Number of visitors, number of quote requests, revenue generated.
Conversion rate
Percentage of visitors who complete the desired action (purchase, quote request, sign-up).
Example: If 100 people visit your site and 5 contact you, your conversion rate is 5%.
Lead
A person potentially interested in your services who has left their contact details.
Example: Someone who fills in your contact form is a lead.
CTA (Call-to-Action)
Button or text that invites the visitor to take a specific action.
Example: "Request a Free Quote", "Book now", "Contact us".
GA4 (Google Analytics 4)
The latest version of Google's free tool that measures your website traffic: where your visitors come from, which pages they view and what they do.
Example: A restaurant in Luxembourg City sees in GA4 that half of its bookings come from visitors on mobile.
Conversion tracking
Measuring the important actions taken on your site (quote request, call, purchase) to know which campaigns or pages actually generate them.
Example: A driving school in Esch enables conversion tracking to count every online sign-up coming from its Google ads.
Google Ads & Online Advertising
CPC (cost per click)
The amount you pay each time someone clicks on your ad. With Google Ads, you only pay for clicks, not for impressions.
Example: A plumber in Luxembourg City pays around €2 per click when someone searches for "emergency plumber".
CPA (cost per acquisition)
The average amount it costs you to gain one customer or lead through your advertising.
Example: If a hair salon in Esch spends €100 on advertising and gets 10 new bookings, its CPA is €10 per customer.
Quality Score
A score from 1 to 10 given by Google to your ads based on their relevance, the wording and the quality of the landing page. A good score lowers your cost per click.
Example: A dentist in Differdange improves their Quality Score by sending clicks to a clear page dedicated to teeth whitening.
Bidding
The system that decides which ads appear and in what order. You set the maximum amount you're willing to pay per click and Google compares your bid with competitors'.
Example: A real estate agency in Luxembourg City raises its bid to appear above competitors on "apartment for rent".
Negative keywords
Words you exclude so your ad doesn't show on irrelevant searches. This avoids wasting your budget.
Example: A high-end caterer in Luxembourg adds "free" and "cheap" as negative keywords to avoid attracting the wrong customers.
Remarketing (retargeting)
Showing your ads again to people who already visited your site without taking action, to encourage them to come back.
Example: A bike shop in Esch shows a reminder ad to visitors who looked at a model without buying it.
CTR (click-through rate)
The percentage of people who click on your ad out of those who see it. A good CTR means your message is relevant.
Example: If a garage's ad in Dudelange is seen 1000 times and gets 50 clicks, its CTR is 5%.
Google Business Profile
Your free business listing that appears on Google and Google Maps, with your opening hours, address, photos and customer reviews.
Example: A restaurant in Luxembourg City appears in Google Maps with its hours and reviews thanks to its Google Business Profile.
Website
Responsive
A site that automatically adapts to all screens: mobile, tablet and desktop.
Example: Your site displays with the same quality on an iPhone as on a desktop computer.
CMS
Tool that allows you to modify your site yourself, without technical knowledge.
Example: WordPress is a popular CMS. You can change your text and images easily.
Hosting
The service that keeps your site online 24/7. It's the equivalent of rent for your site.
Example: Without hosting, your site isn't accessible on the internet.
Domain name
Your site's address on the internet (example: your-company.lu).
Example: It's what people type in their browser to find you.
SSL / HTTPS
Security certificate that protects your visitors' data. Recognisable by the padlock in the address bar.
Example: Essential to reassure your visitors and improve your Google ranking.
Landing page
Web page designed for a specific action: sign-up, purchase, quote request.
Example: A page dedicated to a special offer with a booking form.
Email Marketing
Open rate
Percentage of people who open your email.
Example: A good open rate is between 20% and 30%.
Deliverability
Ability of your emails to arrive in the inbox (not in spam).
Example: Poor technical configuration can send your emails straight to spam.
Automation
Emails sent automatically according to rules you define.
Example: An automatic welcome email when someone signs up to your newsletter.
Segmentation
Dividing your contact list into groups to send tailored messages.
Example: Sending a different offer to new customers and loyal customers.
Email Technical
SPF
Protocol that allows mail servers to verify that the email comes from an authorised sender.
Example: Without properly configured SPF, your emails risk being considered suspicious.
DKIM
Digital signature added to your emails that proves they haven't been modified in transit.
Example: DKIM is like a wax seal on a letter: it guarantees the message's authenticity.
DMARC
Rule that tells mail servers how to handle emails that fail SPF and DKIM checks.
Example: DMARC can instruct to reject, quarantine or accept suspicious emails.
Social Media
Engagement
Interactions on your posts: likes, comments, shares.
Example: A post with high engagement is seen by more people.
Reach
Number of unique people who have seen your post.
Example: A reach of 1000 means 1000 different people have seen your post.
Impression
Total number of times your content has been displayed (the same person can see it multiple times).
Example: 1000 impressions doesn't mean 1000 different people.
Targeting
Choosing precisely who to show your adverts to based on criteria (age, location, interests).
Example: Showing your restaurant ad only to people living within 10km.
Pixel
Invisible code on your site that tracks what visitors from your ads do.
Example: Knowing how many people purchased after seeing your Facebook advert.
Artificial Intelligence
Generative AI
Tools that can create text, images or video from a simple written instruction. They draw on huge amounts of data to produce a result in seconds.
Example: A real estate agency in Luxembourg City uses generative AI to draft a first version of its listings, which it then reviews and adjusts.
AI Overview
The summary generated by artificial intelligence that appears at the very top of certain Google searches, before the usual results. It answers the question directly by drawing on several websites.
Example: When someone searches "how to choose an accountant in Luxembourg", Google may show an AI summary pulling information from several sources.
AI assistant (ChatGPT, Gemini…)
A program you chat with in everyday language to get answers, ideas or text. ChatGPT and Gemini are the best-known examples.
Example: A tradesperson in Esch asks an AI assistant to draft a reply to a client email, which they then personalise.
GEO (Generative Engine Optimisation)
The practice of optimising your content so it gets picked up and cited by AI tools like ChatGPT or Google's summaries, not just by classic search results.
Example: A law firm in Luxembourg structures its pages with clear questions and answers to improve its chances of being cited by an AI assistant.
Prompt
The instruction you write to ask an AI tool for something. The more precise and detailed it is, the more useful the result.
Example: Instead of writing "some text for my restaurant", a precise prompt states the tone, target audience and desired length, for a much better result.