Knowledge Base

Glossary

Plain-English definitions for the terminology used across UCreative.

Ad Rank: The position your Google ad occupies in the auction, calculated from your bid, Quality Score, expected impact of ad assets, and auction-time context signals.
Alt Text: A short text description added to an image tag that allows search engines to understand image content and helps screen readers convey it to visually impaired users.
Backlink: A hyperlink from an external website pointing to yours; search engines treat quality backlinks as votes of trust that improve your ranking potential.
Bounce Rate: The share of sessions where a visitor lands on a page and leaves without any further interaction; a high rate may signal poor relevance or slow load time.
Canonical Tag: An HTML tag that tells search engines which version of a duplicate or near-duplicate URL is the preferred one to index, preventing split ranking signals.
Conversion Rate: The percentage of website visitors who complete a desired action (purchase, form submission, call); calculated as conversions divided by total visitors × 100.
Core Web Vitals: Google's set of three page-experience metrics — loading speed, interactivity, and visual stability — that directly influence search rankings.
CPC: Cost Per Click — the amount an advertiser pays each time a user clicks their ad; actual CPC is determined by the second-price auction mechanism in Google Ads.
Crawlability: How easily search engine bots can discover and read all pages on a website; blocked or broken pages cannot be indexed and will not appear in results.
CTR: Click-Through Rate — the percentage of people who see your ad or search listing and actually click it; calculated as clicks divided by impressions × 100.
Domain Authority: A third-party score (0–100) estimating how likely a website is to rank well; influenced by the quantity and quality of sites linking to it.
E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness — Google's quality framework used by human raters to evaluate whether content deserves high rankings.
Google Search Console: A free Google tool that shows which search queries bring users to your site, flags crawl errors, and lets you submit sitemaps to speed up indexing.
Keyword Intent: The underlying goal behind a search query — informational, navigational, or transactional — which determines which content type Google rewards on that keyword.
Landing Page: A standalone web page designed for a specific campaign goal, such as capturing leads or selling one product, with a single clear call to action.
Long-Tail Keyword: A search phrase of three or more words with lower search volume but higher specificity, typically attracting users closer to making a purchase decision.
Meta Description: The short summary text shown beneath a page title in search results; it does not directly affect ranking but influences whether a user clicks the link.
On-Page SEO: Optimisation work done within individual web pages — title tags, headings, content, internal links — to make them more relevant for target keywords.
Organic Traffic: Visitors who arrive at your website by clicking an unpaid search result, as opposed to paid ads, social media, or direct navigation.
Quality Score: Google Ads' 1–10 rating of how relevant your ad, keyword, and landing page are to a user's search; a higher score lowers your cost per click.
Remarketing: A strategy that serves ads specifically to users who have already visited your website or app, keeping your brand visible and encouraging them to return and convert.
ROAS: Return on Ad Spend — revenue generated divided by ad spend; a ROAS of 4 means every RM1 spent on ads returned RM4 in revenue.
Schema Markup: Structured data code added to a page that helps search engines understand its content and display rich results like star ratings, FAQs, or event details in SERPs.
SERP: Search Engine Results Page — the list of results Google or Bing displays after a user types a query; ranking higher on a SERP drives more organic clicks to your site.
Technical SEO: Optimisations made to a website's infrastructure (crawlability, site speed, HTTPS, structured data) that help search engines index and rank pages correctly.