You shouldn’t need a dictionary to market your business. But marketing is packed with acronyms and buzzwords that get in the way of understanding what actually matters.
This glossary translates the most important terms into plain language, with a focus on what they mean for a local Lancaster business.
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SEO (Search Engine Optimization): making your business easier to find in Google when Lancaster customers search. Local SEO: the same, focused on nearby “near me” searches.
Map pack: the three local businesses shown with a map at the top of search results — prime real estate for any Lancaster business. Google Business Profile: your free listing that powers your presence in local search and the map pack.
PPC (Pay-Per-Click): ads where you pay only when someone clicks. Impressions: how many times your content or ad was seen. Reach: how many distinct people saw it.
CTR (Click-Through Rate): the share of viewers who clicked — a measure of how compelling your message is.
CTA (Call to Action): the prompt telling a customer what to do next (“Call now,” “Book today”). Conversion: when a visitor takes that desired action — a call, form, or purchase.
Lead: a potential customer who has shown interest. Funnel: the journey from first discovering you to becoming a customer.
Omni-channel / coordinated marketing: marketing that works together across many channels rather than in isolation — which consistently outperforms scattered efforts.
That’s exactly what the Lancaster Chamber provides: AI-powered marketing coordinated across twelve channels, part of a network of 700+ chambers and 165,000+ members. Now you know the terms — membership puts them to work.
It’s the group of three local businesses shown with a map at the top of Google’s local results — highly visible and valuable for Lancaster businesses.
Impressions count total views; reach counts distinct people. The same person seen twice is two impressions but one reach.
When a visitor takes the action you want — calls, books, buys or fills out a form. It’s the real measure of marketing success.
Join the Lancaster, PA City Chamber of Commerce — part of a network of 700+ chambers and 165,000+ members — and put AI-powered marketing to work for your business today.
Join the Lancaster Chamber