Wellness marketing glossary
- Format
- Reference
- Cost
- Free, no sign-up
- Markets
- India and the United States
- Last reviewed
- October 2026
Plain-English definitions of the SEO, advertising and compliance terms wellness marketers run into, from E-E-A-T to TCPA.
A
- AI Overviews
- AI-generated summaries Google shows above search results for some queries. Pages that answer questions clearly and are trusted sources are more likely to be cited.
- ASCI
- The Advertising Standards Council of India, the self-regulatory body that sets the code Indian advertisers, including wellness brands and influencers, are expected to follow.
B
- Before-and-after content
- Images or stories comparing a client's condition before and after treatment. Restricted in paid ads on most platforms and subject to consent and accuracy rules.
- Booking rate
- The share of enquiries (calls, forms, chats) that turn into booked appointments. A key number for judging marketing quality, not just volume.
C
- CAC (customer acquisition cost)
- Total marketing and sales spend divided by the number of new clients won in the same period.
- CAN-SPAM
- The US law setting rules for commercial email, including an unsubscribe option and a physical postal address.
- Citation (local SEO)
- Any online mention of a business's name, address and phone number, such as a directory listing. Consistent citations support local rankings.
- Conversion tracking
- Measuring the actions that matter (calls, forms, bookings) so ad platforms and reports show what each channel produces.
- Core Web Vitals
- Google's measures of real-user page experience: loading speed (LCP), responsiveness (INP) and visual stability (CLS).
D
- DLT registration
- India's Distributed Ledger Technology system for registering SMS sender IDs and message templates, required by TRAI for commercial SMS.
- DPDP Act
- India's Digital Personal Data Protection Act, 2023. It requires a clear notice and consent before processing personal data, and gives people rights over their data.
E
- E-E-A-T
- Experience, Expertise, Authoritativeness and Trustworthiness: the qualities Google's quality guidelines look for, weighted heavily for health topics.
- Endorsement Guides
- The FTC's guidance on testimonials and influencer marketing in the US, including disclosure of material connections.
G
- GEO (generative engine optimization)
- Work that makes a brand more likely to be mentioned or cited in answers from AI assistants such as ChatGPT, Gemini and Perplexity.
- Google Business Profile
- The free listing that appears in Google Maps and the local results. The most important asset for local wellness businesses.
H
- HIPAA
- The US law protecting health information held by healthcare providers and their partners. Relevant to tracking pixels, forms and messaging.
L
- Lifetime value (LTV)
- The total revenue, or gross profit, a client brings in over the whole relationship. In wellness, rebooking makes this far larger than a single visit.
M
- Map pack
- The block of usually three local businesses shown with a map in Google results for searches such as “spa near me”.
N
- NAP consistency
- Keeping a business's Name, Address and Phone number identical everywhere it appears online.
P
- Personal attributes policy
- Meta's rule that ads must not assert or imply personal characteristics of the viewer, including health conditions.
R
- Rebooking rate
- The share of clients who book another appointment within a set period. A core retention metric for spas, clinics and studios.
- Review velocity
- How quickly new reviews arrive. Steady, recent reviews help local rankings and conversion.
S
- Schema markup
- Structured data added to a page so search engines understand what it describes, such as a business, service, FAQ or article.
- Speed to lead
- How quickly a business responds to a new enquiry. Faster follow-up generally converts better.
- Structure-function claim
- In the US, a supplement claim describing how a nutrient affects the body's structure or function (for example “supports restful sleep”), allowed with the required FDA disclaimer.
T
- TCPA
- The US Telephone Consumer Protection Act, which requires consent for marketing texts and automated calls.
Y
- YMYL
- “Your Money or Your Life”: Google's term for topics, including health, where poor information could harm people, so quality standards are higher.
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More free resources
Wellness ad compliance checklistAn interactive checklist of the advertising, privacy and messaging rules wellness businesses face in India and the US, with links to official sources.Health ad copy checkerPaste an ad, caption or landing page headline and see which phrases are likely to trip Google, Meta or regulators, with safer alternatives.Client lifetime value calculatorWork out what a wellness client is worth over time and how much you can afford to spend to win one, in rupees or dollars.Review request templatesCopy-ready WhatsApp, SMS, email and front-desk scripts for asking clients for genuine reviews, plus privacy-safe replies.
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