Plain-English definitions of every term your marketing agency uses — so you can tell whether they know what they are talking about.
Marketing jargon is often used to make simple ideas sound complicated. Everything below is defined in the way it actually matters to a roofing business.
Optimising so AI systems cite your business when someone asks them to recommend a roofer. Also called GEO.
Total marketing spend divided by qualified enquiries. The only paid-media number that matters more is cost per booked job.
Increasing the share of website visitors who call or submit a form, without increasing traffic.
Google’s page experience measurements — loading, interactivity and visual stability, measured on real users.
Your listing in Google Maps and the local pack. The single highest-leverage asset in local roofing SEO.
Google’s pay-per-lead format carrying the Google Guaranteed badge, displayed above all other results.
Your business details as they appear across directories. Inconsistency here directly damages local rankings.
The page Google returns. For roofing it usually contains ads, a map pack and organic results — three separate contests.
Machine-readable code describing your business, services and reviews so search engines and AI can parse them.
The three businesses shown with the map. Where the majority of roofing calls originate.
How completely your site covers a subject. Increasingly the main input to both rankings and AI citations.
Knowing which channel, page and suburb produced each enquiry. Without it you are optimising blind.
Send us your last three monthly reports. We will tell you plainly whether the work is real.