Attribution
A method for connecting observed marketing interactions with later outcomes. Attribution is an estimate based on available touchpoints, not proof of every influence.
Explore the related guide →STANDBY Knowledge Center · Plain Language
Business Growth Glossary
Clear definitions for the terms used across websites, local search, authority, lead systems, automation and measurement—each connected to deeper guidance.
Authority building
The process of strengthening trust through useful expertise, accurate profiles, reputable mentions, clear sourcing and consistent business information.
Explore the related guide →Backlink
A link from another website to yours. Quality depends on editorial relevance, source credibility and usefulness—not simply the number of links.
Explore the related guide →Business automation
Rules and integrations that move information or trigger repeatable actions across a documented workflow.
Explore the related guide →Business management platform
A connected system for records, tasks, scheduling, communication, documents and reporting around an operating process.
Explore the related guide →Call tracking
Measurement that connects a phone interaction to a known source or campaign while preserving reliable routing and customer access.
Explore the related guide →Canonical URL
The preferred public URL for a page when multiple versions may exist. A canonical signal helps consolidate duplicates but is not a redirect.
Explore the related guide →Citation
An online mention of a business name, contact information or profile. Local citation work emphasizes accuracy and legitimate directories.
Explore the related guide →Conversion
A defined action that matters to the business, such as an accepted lead, booked appointment or customer—not automatically every click.
Explore the related guide →Conversion rate
The share of a defined starting group that completes a defined outcome. A useful report states both the numerator and denominator.
Explore the related guide →CRM
Customer relationship management software used to organize contacts, stages, ownership, communication and follow-up.
Explore the related guide →Digital PR
The creation and outreach of genuinely useful, newsworthy or referenceable assets to earn editorial attention and mentions.
Explore the related guide →Doorway page
A substantially similar page created mainly to capture a query and funnel visitors elsewhere instead of satisfying a distinct need.
Explore the related guide →GA4 event
A recorded interaction in Google Analytics 4. Events should use consistent names and fire when the intended action actually occurs.
Explore the related guide →Google Business Profile
A Google-managed business listing that can appear in Search and Maps for eligible businesses.
Explore the related guide →Internal link
A crawlable link between two pages on the same website. It should help people navigate a meaningful relationship.
Explore the related guide →Key performance indicator
A deliberately selected measure tied to a decision or outcome. Not every available metric is a KPI.
Explore the related guide →Lead
An inquiry with enough contact information and intent for the business to take a next step. A lead is not necessarily qualified.
Explore the related guide →Lead qualification
The process of determining whether an inquiry fits defined service, location, timing and operational criteria.
Explore the related guide →Local SEO
Work that improves the accuracy, relevance, usability and discoverability of a business across local search surfaces.
Explore the related guide →Meta description
A short page summary that search engines may use as a result snippet. It should describe the page accurately without unsupported promises.
Explore the related guide →NAP
The business name, address or service-area representation, and phone details used consistently across appropriate profiles and pages.
Explore the related guide →Orphan page
A page with no meaningful crawlable inbound link from another site page. A sitemap entry alone does not create a human navigation path.
Explore the related guide →Qualified lead
An inquiry that meets the business’s documented criteria for service fit and a legitimate next step.
Explore the related guide →Schema markup
Machine-readable structured data that describes visible page entities and relationships. It should match the page rather than inventing facts.
Explore the related guide →Service-area business
A business that travels to or serves customers across defined areas and may not receive customers at a public storefront.
Explore the related guide →Technical SEO
Work involving crawlability, indexation, canonicals, rendering, performance, structured data and other technical search foundations.
Explore the related guide →UTM parameters
Campaign labels added to a URL so analytics can group known marketing traffic. Naming conventions must be documented to remain useful.
Explore the related guide →Workflow
The people, information, rules and handoffs required to move work from one state to another.
Explore the related guide →Zero-click interaction
An action completed on a search surface—such as viewing information or initiating a call—without a traditional website visit.
Explore the related guide →Need the terms in context?
The growth-system map shows how discovery, trust, lead capture, response and operations depend on one another.