SaaS Marketing Glossary

Learn about the terms used in SaaS marketing, SEO, and PPC and see relevant content we've produced surrounding each term to ground them with real-world content and experience in our constantly refreshing SaaS Marketing Glossary!

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SaaS Basics

Application Programming Interface (API)

A set of rules allowing separate software applications to communicate with one another.

B2B2C SaaS

Business-to-business-to-customer SaaS. This is a blend of B2B and B2C, where a business provides its software services to another business, but ultimately, the end users are customers. An example could be a payment gateway service that integrates with online stores to facilitate transactions, serving both businesses and their customers.

B2B SaaS

Short for business-to-business SaaS, this refers to software services provided to other businesses to streamline their processes. For instance, a cloud-based project management tool that businesses use to coordinate teams, track tasks, and manage projects.

B2C SaaS

Short for business-to-customer SaaS, this refers to software services delivered directly to customers. For example, an online streaming service that customers use to watch their favorite movies and shows.

Horizontal SaaS

SaaS solutions that provide services across various industries, such as accounting or customer relationship management.


The process of enabling separate software applications to share data and functions, enhancing productivity and user experience.


Software as a Service, or SaaS, is a cloud-based software distribution model. Users access the software over the internet on a subscription basis rather than buying and installing it on individual computers.


Short for "Software Development Kit," this is a collection of tools and programs developers use to build applications.

User Experience (UX)

The overall experience a person has using your software, particularly in terms of how easy or pleasing it is to use.

User Interface (UI)

The graphical layout of your SaaS, including buttons, icons, and all other visual elements a user interacts with.

Vertical SaaS

SaaS solutions designed specifically for niche industries or specific job functions, such as healthcare or real estate.

general marketing

General Marketing

Attribution Modeling

The process of determining the most effective marketing channels for investment.


A unique business image that differentiates itself from the competition. Several key factors affect your brand and brand image, including design, symbolism, and wording.

Brand Identity

A brand's visible elements, like design, logo, and color scheme, that identify and distinguish the brand in consumers' minds.


The process of establishing a unique brand for your business. Thorough competitor research, a clearly-defined target audience, and an understanding of your product's unique benefits are essential to creating an effective brand.

Brand Name

The name given to a brand to identify and differentiate it from others.

Call-to-Action (CTA)

A prompt that encourages users to take some specified action, typically in the form of a button or link.

Conversational Marketing

A method of engaging with website visitors and customers in a real-time conversation through chatbots, live chat, or voice assistants.


Content designed to garner attention and encourage users to click on a link to a particular web page.

Closed Loop Marketing

Marketing that relies on data and insights from closed-loop reporting--information that comes directly from lead actions.

Customer Segmentation

Bucketing your customer base into segments that are relevant to marketing, like age, gender, interests, and spending habits.

Demand Generation

A data-driven marketing strategy that creates awareness and interest in a business's products.

Digital Marketing

Promoting your brand or product using digital channels to reach consumers.

Digital Marketing Strategy

A plan of action for achieving your digital marketing goals.

Direct Marketing

A type of advertising where companies talk directly to people through a number of different channels.


Providing a user with different content or ads based on where they are in the world.

Google Analytics

Google's web analytics platform that tracks your website and app data and produces reports that offer insight into business performance.

Inbound Marketing

A marketing methodology that attracts customers through the creation of content and experiences that are valuable and tailored to them.

Influencer Marketing

Promoting your product through endorsements from influencers–individuals who are viewed as experts in their niche and have an established loyal following.

Internal Marketing

Efforts to sell your company's vision, goals, and values to its employees.

Lower Funnel Marketing

Also known as bottom of funnel marketing, this strategy focuses on converting leads who are close to making a purchase decision.

Marketing Automation

Using software to automate repetitive marketing tasks.

Marketing Channel

A means of promoting your business to potential customers, like websites, social media, and email.

Mobile Marketing

Any kind of advertising that promotes a business' products through mobile devices like smartphones and tablets.

Multichannel Marketing

The practice of engaging customers through various direct and indirect communication channels.

Omnichannel Marketing

Omnichannel marketing provides a seamless, integrated customer experience across all channels. This strategy interconnects every platform, creating a unified message and experience for users.

Outbound Marketing

Any type of marketing where a business reaches out to potential customers to generate interest in its products.


The practice of creating personalized customer experiences by presenting content based on data collected from the user.

Product Marketing

The strategy behind bringing a product to market and overseeing its overall success.

Referral Marketing

A marketing method where current customers of a business are incentivized to recommend it to their friends, family, and contacts.

Social Proof

The influence that the actions and attitudes of others have on your own behavior and decisions. In businesses, social proof (often in the form of reviews and statistics) is a powerful mechanism for earning credibility with potential customers.

Target Audience

A specific group of individuals determined to be the intended recipient of an advertisement or message–e.g., companies in a particular industry or professionals in a certain job role who can benefit from using your software.

Top of Funnel Marketing

Marketing efforts aimed at raising awareness and attracting as many potential customers as possible. In SaaS businesses, this often involves offering useful content or free trials.

UTM Codes

Tags added to a URL to track the performance of campaigns and content. They provide details about where the traffic comes from.

Video Marketing

Promoting your product or service through video content. It's an effective medium for driving engagement and educating your audience.

Viral Marketing

A business strategy that uses existing social networks to promote a product.

seo basics

SEO Basics

Black Hat SEO

Techniques that exploit weaknesses in search engine algorithms to gain higher rankings. They're usually against search engine guidelines and risk penalties.

Domain Authority (DA)

A metric that predicts the probability an entire web domain will rank in search results. Created by Moz, this score ranges from 1 to 100, with higher scores suggesting a better ability to rank. DA is calculated by assessing several factors, like linking root domains and the number of links.

Domain Rating (DR)

A metric created by Ahrefs that rates a website's backlink profile strength on a 1-100 scale, with higher scores indicating stronger backlink profiles.

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)

Google uses these factors to assess the quality of a web page's content and assign an appropriate ranking.


A specific term or phrase that describes the content of a web page.

Keyword Density

A measure in SEO, keyword density refers to how often a keyword or phrase appears on a web page relative to the total word count. It's expressed as a percentage. High keyword density indicates a page is highly relevant to that keyword.

Keyword Difficulty

An estimation of how difficult it would be to rank toward the top of search results for a specific keyword.

Keyword Optimization

The act of researching, analyzing, and selecting the best keywords to drive traffic from search engines.

Keyword Prominence

How prominently keywords appear on a web page, including placement in titles, headings, or the beginning of sentences.

Keyword Proximity

How close two or more keywords are to each other within a block of text.

Keyword Research

The process of finding and analyzing terms users enter into search engines to target with SEO.

Keyword Stuffing

Overusing keywords on a web page in an attempt to boost rankings, a black hat SEO tactic subject to penalties from search engines.

Local SEO

SEO strategies focused on improving visibility in localized search results.

Long-Tail Keyword

A highly specific search phrase with three or more words. They typically have less competition and target a more specific audience.

Meta Description

An HTML element providing a brief summary of a web page's content. It appears under the page title in search results and is crucial for helping the user understand how relevant a page is for their query.

Meta Tags

Code snippets that describe the content of a web page to search engines. They can include title tags, meta descriptions, and keyword tags.

Off-Page SEO

Techniques used to improve a site's position in the SERPs through external factors like backlinks from other sites.

On-Page SEO

The optimization of elements directly on a website, like content and HTML source code.

Organic Traffic

Visitors who reach your website through unpaid search results rather than paid advertisements.


When users rapidly bounce back and forth between search results and result pages due to dissatisfaction with the found content.


The term a user types into a search engine when looking for specific information.

Search Demand Curve

A graph that shows the demand for a particular search query, typically skewed with a high number of searches for a small number of popular terms.

Search Engine

A digital tool that retrieves and organizes content from the internet based on user search queries. It sifts through a vast amount of information to provide the most relevant results, typically displayed as a list of links called search engine results pages (SERPs). Examples include platforms like Google, Bing, and Yahoo.

Search Engine Optimization (SEO)

The process of enhancing a website's visibility in search engine results, driving more organic (unpaid) traffic to the site.

Search Engine Results Page (SERP)

The page a search engine displays in response to a user's query. It contains both paid and organic listings.

Search Intent

The purpose behind a user's search query, such as to find information, make a purchase, or visit a specific website.

Search Volume

The number of times a specific keyword is searched for within a specific timeframe.

Semantic Search

Search engines' attempt to generate more accurate results by understanding searcher intent and the contextual meaning of terms.

SERP Features

Elements of a search engine results page (SERP) other than traditional organic results, like rich snippets, paid ads, or knowledge panels.

Short-Tail Keyword

Broad, one or two-word keywords with high search volume and competition.

Title Tag

An HTML element specifying a web page's title, often visible in search results and browser tabs. Title tags are a ranking factor, so it's vital to ensure yours are accurate and keyword-targeted.

Voice Search SEO

Optimization strategies for improving a website's visibility for voice-activated searches.

Web Crawler or Bot

A bot that methodically browses the internet, typically used by search engines to index and rank web pages.

Web Indexing

The process of a search engine adding web content to its index, which includes "crawling" web pages and looking at keywords, metadata, and other signals to decide where to rank content, if at all.

White Hat SEO

Ethical and transparent SEO strategies that comply with search engine guidelines. These techniques prioritize providing genuine value to users and improving their online experience, unlike manipulative tactics.

Your Money or Your Life (YMYL)

A term used by Google to categorize page types that could potentially affect users' future happiness, health, financial stability, or safety.

technical seo

Technical SEO

301 vs. 302 Redirects

301 is a permanent redirect from one URL to another, while 302 is a temporary redirect. Both pass link equity but are used in different situations.

404 Not Found

An HTTP status code that means the page a user is trying to reach cannot be found on the server.

AMP (Accelerated Mobile Pages)

AMP is an open-source HTML framework developed by Google. It's designed to create web pages that load quickly and smoothly on mobile devices, optimizing the user experience and ensuring mobile-friendly design.

Canonical Tag (rel=canonical)

This is an HTML element used to prevent duplicate content issues. It does this by specifying a web page's "canonical" or "preferred" version to search engines.

Canonical URL

The official URL for a page to be indexed by search engines when there are multiple URLs with similar content.


Showing different versions of content to search engine crawlers and users in an effort to deceive search engines and gain a better ranking. This is a black hat SEO practice.

Crawl Budget

The number of pages Googlebot will crawl on your site within a given timeframe. It can impact your site's visibility in search.

Duplicate Content

Content that exists on the internet in several places. It can hurt the site's SEO as search engines might not know which version to include/exclude from their indices.

Google Search Console

A tool provided by Google that allows website owners to check their site's indexing status and optimize visibility.

Hidden Text

Text that search engines can read but humans can't. It's generally considered a black-hat SEO practice and can lead to penalties.

Hreflang Tag

An HTML meta tag used to indicate the language and geographical targeting of a web page, helping search engines to serve the correct version to users based on location and language.

HyperText Markup Language (HTML)

HTML is the standard markup language used to design web documents for display in a browser. It forms the structural backbone of web pages, defining elements like headings, paragraphs, and links.

JavaScript Rendering

The process by which browsers convert JavaScript into a viewable website, which is necessary for pages built with JavaScript.

Mobile-First Indexing

Google's practice of using a web page's mobile version for indexing and ranking. It emphasizes the importance of mobile-friendly design in improving the search experience for mobile users.

Programmatic SEO

The use of technology, automation, and data to make SEO-related decisions and create web pages at scale.


A file on your website's server that lets search engine crawlers know which pages they should or shouldn't visit.

Server Logs

Files that record server activity and status information, useful for troubleshooting and understanding user behavior.

SSL Certificate (HTTPS)

A type of digital certificate that provides authentication for a website and enables an encrypted connection to protect user data.

Structured Data (Schema Markup)

A standardized format for providing extra information about a web page. It helps classify the page content for search engines, enhancing SEO.

Technical SEO

Improving a website's technical aspects, like site speed and crawlability, to help it rank higher in search.

URL Canonicalization

The SEO process of determining the best URL for a web page when there are multiple options. It's used to resolve issues related to duplicate content and help search engines understand which page to index.

XML Sitemap

A document that helps search engines understand the structure of your website while they are crawling it.

content marketing

Content Marketing and Management

Blog Categories

These are broad topics under which blog posts are grouped. Categories help to organize your content and allow users to find related posts easily. They give an indication of what the main topics of your blog are and enhance the user experience by structuring your content in a meaningful way.

Blog Layout

This is the structure and design of your blog page. A blog layout can include elements like the header, footer, sidebar, and main content area. It might also include the positioning of the blog post title, author name, publication date, categories, tags, social sharing buttons, comments, and navigation elements. An optimized blog layout helps users easily read and navigate your content, enhancing user experience and engagement.

Blog Tags

These are specific terms assigned to blog posts to describe the content more precisely than categories. Tags can include things like the names of people in the post, specific topics covered, or other specific and relevant details. They help search engines better understand your content and users find the information they're looking for.

Brand Journalism

A content marketing strategy with a focus on telling interesting, journalism-style stories about your brand to engage readers.

Case Study

A detailed analysis or story that demonstrates the value of your business and products, an effective form of social proof helping to persuade potential customers to convert.

Content Analytics

The analysis of relevant content metrics like views, interactions, and shares to gain insights into a piece of content’s performance.

Content Audit

Analyzing all content on a website to help evaluate and steer changes in content strategy and production.

Content Calendar

A schedule for the content a business plans to create and publish. It’s used to plan your content marketing strategy and may specify crucial details like content format, content title and description, publishing date, and target keyword.

Content Curation

The process of discovering and sharing valuable and relevant content from other brands with your own followers.

Content Engagement

The actions users take on a piece of content, like comments, shares, likes, and subscriptions.

Content Gap Analysis

Analyzing your existing content to find content “gaps” that you can fill to more comprehensively serve your target customer and guide them to conversion.

Content Localization

The process of making your content relevant to a specific audience in a specific locale.

Content Management System (CMS)

A software that enables users to create, edit, organize, and publish digital content on the web without needing extensive technical knowledge.

Content Marketing

This strategic marketing tactic focuses on crafting, disseminating, and distributing purposeful, relevant, and consistent content to captivate and keep a specific audience, ultimately leading to profitable consumer behavior.

Content Optimization

This entails enhancing content to improve SEO rankings, engagement, and readability. It includes refining elements like keywords, meta tags, titles, internal and external links, and image alt text.

Content Outline

This is a guide or structure for content creation. It offers a comprehensive framework outlining the main ideas and supportive details for content, aiding in its logical organization.

Content Pillar

This is an extensive and instructive piece of content on a distinct topic that can be segmented into several smaller related pieces. It is a fundamental part of a topic cluster content strategy, supporting SEO and thought leadership.

Content Promotion

The act of spreading content to gain a larger audience reach. It could involve multiple channels like email newsletters, social media, influencer marketing, or paid advertising to increase the visibility and engagement of the content.

Content Pruning

An audit process where a website's underperforming content is either removed or enhanced. This can improve the website's SEO performance by redirecting resources to content that is of higher quality and more relevant.

Content Refreshing

The act of updating or revising content to maintain its relevance, accuracy, and usefulness. It may include adding new data, optimizing for SEO, updating images, or making readability improvements to boost content performance.

Content Repurposing

The method of adjusting and adapting existing content into different formats or for different mediums. For instance, repurposing a blog post into an infographic, video, or podcast allows for a wider audience reach.

SEO Content

The process of optimizing content with SEO practices to increase its search engine visibility. Techniques like keyword and meta data optimization, backlinking, and readability enhancements are used to boost search engine rankings.

Content Strategy

A strategic plan directing the creation, management, and delivery of valuable and usable content. It entails understanding the audience's needs, setting content goals, and selecting the most suitable channels and formats for distribution.

Content Syndication

A practice where content is republished on different websites to gain a larger audience. While the content remains the same, a link back to the original source is included to improve SEO and extend reach.


These are digital versions of books used frequently in content marketing to offer valuable insights, establish expertise, and gather leads. Typically more comprehensive than blog posts, they delve into a specific topic in great detail.


A model representing the user's journey from the first interaction with your brand to conversion.


Visual presentations of information with the aim of making complex data more easily understandable and digestible.

Landing Page

A standalone web page where a user "lands" after clicking a link. This could be an email link or an ad on a search engine or social medial platform.

SEO Copywriting

The art of writing content that ranks well in search engines. It includes the use of keywords and keyword phrases to help improve a website's visibility.

Thought Leadership

Tapping into the talent, expertise, and passion within your business to create content that answers the most prominent questions your target audience faces.

Topic Cluster

A group of interlinked web pages. They're built around one piece of pillar content targeting a broad topic, linking to several related but more narrowly-focused pages.


A live, virtual educational seminar that allows the presenter to engage with the audience in real time. They're an excellent way to build credibility and establish your business as a leader in its industry.

White Paper

An authoritative report or guide that educates readers about a complex issue, often used in B2B marketing to generate leads, build authority, or inform decision-making.