Glossary
Glossary of marketing, SEO, AI and software
Every term in one sentence, with what it stands for, grouped by field: search, advertising, AI, software and the rules.
Marketing, SEO, AI and software are full of abbreviations and jargon. Here they are in plain words, the way we explain them to clients too.
Open a term for the full explanation: where it comes from, what it costs and where it goes wrong.
Terms by field
Search a term, jump to a field or pick a letter at the bottom.
93 terms
Getting found21 terms
- 301 redirectHTTP status code 301 Moved PermanentlyA 301 redirect is a server response saying a page has moved to a new address for good, so browsers and Google go straight to that new address.permanent redirect, 301 Moved Permanently
- Alt textAlt text is a short description of an image in a web page's code, read aloud by screen readers and used by search engines to understand what the image shows.alternative text, alt attribute, alt tag
- BacklinkA backlink is a link on another website that points to your website, read by search engines as a kind of recommendation.inbound link, incoming link
- Canonical tagA canonical tag is a line in a page's head telling search engines which address is the preferred version when the same content lives at several addresses.rel=canonical, canonical link
- Content marketingContent marketing is attracting and convincing customers with useful content, such as guides, calculators, videos and answers to their questions, instead of with advertising alone.content-led marketing
- Core Web VitalsCore Web Vitals are three Google measurements of page experience: how fast the main content loads (LCP), how fast the page responds (INP) and how stable it stays (CLS).page experience metrics, web vitals
- Domain authorityDADomain authority is a 1 to 100 score from the SEO tool Moz, calculated mostly from the links to a site, that predicts how well the site can rank against others.DA, Moz DA
- Duplicate contentDuplicate content is content that is wholly or largely the same on several addresses, within your own site or across sites.duplicate pages, near-duplicate content
- E-E-A-TExperience, Expertise, Authoritativeness, TrustworthinessE-E-A-T stands for experience, expertise, authoritativeness and trustworthiness: the four qualities Google's raters use to judge whether a page and its creator can be trusted.EEAT, E-A-T
- Featured snippetA featured snippet is a highlighted answer at the top of Google's results: a passage, list or table taken from one page, with a link to that page.answer box, position zero
- GEOGenerative Engine OptimizationGEO is the work of getting your business cited as a source in answers from AI assistants such as ChatGPT, Gemini, Perplexity and Google's AI Overviews.AEO, LLMO
- HreflangHreflang is markup in a page's code telling search engines which versions of the page exist in other languages or for other countries, so each visitor sees the right one.hreflang tag, rel=alternate hreflang
- Meta descriptionA meta description is a short summary of a page in the description meta tag, which Google may show as the text under the title in search results.description tag, meta description tag
- noindexNoindex is a rule in the robots meta tag or the X-Robots-Tag HTTP header that asks search engines to leave a page or file out of their results, even when other sites link to it.meta robots noindex, X-Robots-Tag: noindex
- Schema markupSchema markup is code in the shared schema.org vocabulary that tells search engines what a page holds: a business, a product, an article or an event.structured data, schema.org, JSON-LD
- Search intentSearch intent is what someone really wants to achieve with a search: learn something, reach a specific site, compare options or buy right away.user intent, query intent, keyword intent
- Search volumeSearch volume is the average number of times per month a search term is typed into Google in a given country or area, usually over the last twelve months.monthly search volume, average monthly searches, keyword volume
- SEOSearch Engine OptimizationSEO is the work of getting your website higher in Google's ordinary, unpaid results for the search terms your buyers really type.organic search, search engine optimisation
- SitemapA sitemap is a file on your website listing the addresses of every page you want in search engines, so Google and Bing find them without having to follow every link.XML sitemap, sitemap.xml, sitemap index
- Title tagA title tag is the title element in the head of a web page: the page's name, which Google usually shows as the clickable headline in search results and your browser puts on the tab.title element, page title, meta title, SEO title
- Zero click searchZero click search is a search that ends without a click to any website, because Google shows the answer itself: in an AI Overview, a featured snippet or a business profile.zero-click, no-click search, zero click results
Websites and webshops8 terms
- CROConversion Rate OptimizationCRO is the work of getting a larger share of your website visitors to do what you want, such as send an enquiry, call or buy.conversion rate optimisation, conversion optimisation
- Headless CMSA headless CMS is a content management system without its own front end: you manage content in it, and a separately built website or app fetches that content through an API.decoupled CMS, API-first CMS
- Landing pageA landing page is a web page with a single goal where visitors from an ad, email or search query arrive, such as sending an enquiry or signing up.campaign page, lander
- Next.jsNext.js is an open source framework on top of React for building websites and web applications, with pages that can be rendered in advance as complete HTML.NextJS, Next, React framework
- SPF, DKIM, DMARCSender Policy Framework, DomainKeys Identified Mail, Domain-based Message Authentication, Reporting and ConformanceSPF, DKIM and DMARC are three DNS records that prove an email comes from your domain: SPF lists the servers allowed to send, DKIM adds a signature, DMARC says what happens when they fail.email authentication, DMARC record, SPF record, DKIM key
- SSL certificateSecure Sockets Layer certificate, today really a TLS certificateAn SSL certificate is a digital proof on your server that your domain is yours, so browsers can talk to your site over encrypted https.TLS certificate, SSL/TLS certificate, HTTPS certificate, digital certificate
- UXUser ExperienceUX is the experience someone has with your website, app or service: whether they find what they came for, understand what to do and reach their goal without friction.user experience, UX design, usability
- WireframeA wireframe is a sketch of how a page or screen is laid out, in grey blocks without colour or images, showing what goes where before anything is designed or built.page schematic, screen blueprint, low-fidelity design
Advertising and marketing15 terms
- CPACost Per AcquisitionCPA is the average ad spend per conversion, such as a lead, a call or a sale: total cost divided by conversions.cost per acquisition, cost per action, cost per conversion
- CPCCost per clickCPC is the average price you pay each time someone clicks your ad: total ad spend divided by the number of clicks.cost per click, pay per click, PPC
- CPMCost Per MilleCPM is what you pay for a thousand impressions of your ad: ad spend divided by impressions, times one thousand.cost per thousand, cost per mille
- CTRClick-Through RateCTR is the percentage of people who click your search result, ad or link after seeing it: clicks divided by impressions, times one hundred.click-through rate, clickthrough rate
- Google Tag ManagerGTMGoogle Tag Manager is a free Google tool that manages your website's tracking codes (tags for Analytics, Google Ads or Meta) from one container, without editing your site's code each time.GTM, tag management system, tag manager
- Influencer marketingInfluencer marketing is working with social media creators who have their own audience, so they show your product or service to people who follow and trust them.creator marketing, creator partnerships
- Lead generationLead generation is the work of getting people who show interest in what you sell to leave their details or an enquiry, so you can follow up.lead gen
- Lookalike audienceA lookalike audience is an ad audience of people who resemble a seed list you provide, such as your customers or your website visitors.lookalike segment, similar audience
- Meta pixelThe Meta pixel is a piece of JavaScript on your website that reports visits and actions, such as a contact or a lead, to Meta, so you can measure and steer ads on Facebook and Instagram.Facebook pixel, pixel code, Meta pixel tracking
- Performance marketingPerformance marketing is marketing where every euro is judged on a measurable result, such as a click, a lead or a sale, and budget moves to whatever returns the most.performance-based marketing, results-based marketing, direct response marketing
- RetargetingRetargeting is showing ads to people who already visited your website, app or profile, so those who left without a request see you again later.remarketing, website custom audience, behavioural retargeting
- ROASReturn On Ad SpendROAS is the revenue your ads bring in divided by what those ads cost: a ROAS of 4 means four euros of revenue for every euro spent on advertising.return on advertising spend, target ROAS, purchase ROAS
- SEMSearch Engine MarketingSEM is paying a search engine such as Google or Bing per click to show your ad above or below the ordinary search results.SEA, search engine advertising, paid search, PPC
- Server side trackingServer side tracking means measuring through your own server: the browser sends one signal to a server you control, which decides what goes on to Google Analytics, Google Ads or Meta.server-side tagging, server-side GTM, server-side measurement
- UTMUrchin Tracking ModuleUTM parameters are tags added to a link, such as utm_source=newsletter, that tell Google Analytics which email, post or ad a visitor came from.UTM parameters, UTM code, UTM tags, campaign parameters
AI10 terms
- AI agentAn AI agent is software built around a language model that works towards a goal by itself: it plans steps, uses tools such as your email or CRM, checks the result and carries on.autonomous agent, agentic AI system
- AI hallucinationAn AI hallucination is an answer from a language model that sounds convincing but is wrong or invented: a price, a source, a rule or a name that does not exist.hallucination, confabulation
- Fine-tuningFine-tuning is further training an existing language model on your own examples, so it performs a fixed task, format or tone more reliably.model fine-tuning, supervised fine-tuning
- LLMLarge Language ModelAn LLM is a large language model: software trained on vast amounts of text that writes by repeatedly predicting the most likely next piece of text.large language model
- Machine learningMachine learning is the branch of AI where software learns a rule from examples instead of a programmer writing that rule out; the result is called a model.ML, statistical learning, self-learning software
- MCPModel Context ProtocolMCP is an open standard that lets an AI application connect to other software in one fixed way: to read data, take actions and use ready-made tasks.Model Context Protocol, MCP server, MCP connector
- PromptA prompt is the instruction you give an AI model: your question or task, plus the context, examples and format the model needs to answer well.prompt engineering, system prompt, instruction
- Prompt injectionPrompt injection is an attack where someone slips text into an AI application that the model reads as an instruction, so it does something other than its builder intended.prompt injection attack, indirect prompt injection, LLM01
- RAGRetrieval-Augmented GenerationRAG is a technique in which an AI language model first retrieves the relevant passages from your own documents and then answers from those passages, citing the source.retrieval-augmented generation, retrieval augmented generation, grounded generation
- TokenA token is the smallest piece of text a language model works with, such as a word, part of a word or a punctuation mark; models read, count and bill in tokens.AI tokens, tokenization, context window
Software18 terms
- 2FATwo-factor authenticationTwo-factor authentication is signing in with two different kinds of proof: something you know, such as a password, plus something you have, such as your phone, or something you are, such as a fingerprint.two-step verification, multi-factor authentication, MFA
- API integrationApplication Programming InterfaceAn API integration is a connection that lets two programs exchange data automatically through an agreed language, so nobody has to retype it.system integration, software integration
- Client portalA client portal is a secure web environment where clients log in to see their own data, documents, invoices and case status, and take action themselves.customer portal, self-service portal
- CRMCustomer Relationship ManagementA CRM system is software in which you keep everything about your customers: who they are, what you offered, what they bought and every contact you had with them.customer relationship management, client management system
- ERPEnterprise Resource PlanningAn ERP system is software that connects a company's core processes in one system, from purchasing and stock to sales, invoicing and accounting, on the same data.enterprise resource planning, ERP software
- Low-codeLow-code is building software in a visual environment of blocks, forms and templates with a little code here and there; with no-code, no code is involved at all.low-code development, low-code platform
- MVPMinimum Viable ProductAn MVP is the smallest version of a product that real users can already use, so you learn with as little work as possible whether your idea works.minimum viable product, first version, MVP software
- NearshoringNearshoring is outsourcing work, often software development, to a team in a nearby country, in your own time zone or close to it, instead of in your own country or far away.nearshore outsourcing, nearshore development, near-shore
- Proof of conceptA proof of concept is a small, bounded test that proves whether an idea works technically, against a bar you set in advance, before you invest in the full product.PoC, feasibility test, technical spike
- PWAProgressive Web AppA PWA is a website you install like an app, with its own icon and window, which can also work offline and send notifications when the developer builds it in.progressive web app, web app, installable website
- RPARobotic Process AutomationRPA is software that does repetitive computer work the way a person would: clicking, typing, copying and downloading in existing programs, following fixed rules.robotic process automation, software robot, digital worker, desktop flow
- SaaSSoftware as a ServiceSaaS is software a provider runs and maintains in the cloud, which you use in a browser or app for a subscription, usually priced per user per month.software as a service, cloud software, subscription software
- ScrumScrum is a lightweight framework in which a small team delivers a usable piece of product in sprints of a month or less, shows it and adjusts the plan.Scrum framework, agile Scrum, Scrum methodology, sprints
- Staff augmentationStaff augmentation is adding outside specialists, often developers, to your own team for as long as you need them, while you keep directing the daily work.IT staff augmentation, team extension
- Technical debtTechnical debt is the extra work you pay later because software was built faster or cheaper than it should have been: every next change takes longer until the debt is paid off.tech debt, code debt, design debt
- TMSTransport Management SystemA TMS is software that plans, runs and tracks a company's transport: orders, trips, drivers, vehicles and the invoicing that follows.transport management system, transportation management system, dispatch software
- Vibe codingVibe coding is building software by describing what you want in plain language and accepting the code an AI model writes, without reading it yourself.vibecoding, AI-generated code, prompt-to-app
- WebhookA webhook is a message an app sends automatically to a web address of another app the moment something happens, so that app does not have to keep asking for news.webhook URL, HTTP callback, web hook
Running a business16 terms
- B2B and B2CBusiness-to-Business, Business-to-ConsumerB2B means selling to other businesses; B2C means selling to consumers, private people buying for themselves.business-to-business, business-to-consumer
- BrandingBranding is deliberately shaping how people recognise your company and what they feel about it: your name, position, look, voice and behaviour together.brand building, brand identity
- CopywritingCopywriting is writing text that persuades the reader to do something, such as click, request a quote or buy: headlines, ads, web pages and buttons.sales copy, conversion copy
- Employer brandingEmployer branding is building your reputation as an employer, so that the people you want to hire know you, trust you and want to work for you.employer brand, employer reputation
- KPIKey Performance IndicatorA KPI is a measurable number that shows whether you are reaching an important goal, such as quote requests per month or cost per new customer.key performance indicator, performance metric
- Marketing automationMarketing automation is software that sends emails, messages and tasks on its own, triggered by what a customer does, such as signing up, opening a quote or receiving a finished job.email automation, drip campaigns
- NPSNet Promoter ScoreNet Promoter Score is the percentage of promoters (9 or 10 on a 0 to 10 scale) minus the percentage of detractors (0 to 6), a number from minus 100 to plus 100.net promoter score, NPS survey
- OKRObjectives and Key ResultsOKR is a way to set goals: an objective says in words where you want to go, three to five key results say in numbers when you are there.objectives and key results, OKR framework, OKR method
- Personal brandingPersonal branding is making your own name work as a brand: showing on purpose what you are good at and for whom, so clients, partners and recruits recognise and trust you.personal brand, founder-led marketing, thought leadership
- PositioningPositioning is the place your brand holds in a buyer's mind relative to the alternatives they compare you with, and the choices you make to win that place.brand positioning, market positioning, positioning strategy
- ROIReturn On InvestmentROI is what an investment returns against what it costs: profit divided by cost, usually as a percentage.return on investment, payback, rate of return
- Sales funnelA sales funnel is the road a buyer travels from first contact to purchase, in stages where some drop out each time, so you see where you lose customers.marketing funnel, conversion funnel, purchase funnel, customer journey
- StorytellingStorytelling is telling your message as a story: someone with a problem, a turn and a new situation, so buyers recognise themselves and remember it.brand storytelling, narrative marketing, corporate storytelling
- SWOTStrengths, Weaknesses, Opportunities, ThreatsA SWOT analysis sets your company's strengths and weaknesses against the opportunities and threats in your market, to choose where to focus.SWOT analysis, TOWS matrix, situational analysis
- Tone of voiceTone of voice is how your business sounds in everything it writes and says: the words, the sentence length, the form of address and the attitude towards the reader.brand voice, voice and tone, verbal identity
- USPUnique Selling PropositionA USP is the one benefit your offer gives that competitors do not, strong enough to make a buyer choose you.unique selling point, unique value proposition, point of difference
Rules and obligations5 terms
- Dark patternsDark patterns are interface designs that push you into a choice you would not otherwise make, such as a fake countdown timer or a hidden button to decline.deceptive design, deceptive patterns, manipulative design
- Data processing agreementA data processing agreement is the contract between you and a supplier that processes personal data on your behalf, as article 28 of the GDPR requires.DPA, data processing addendum, processor agreement
- NIS2Network and Information Security, second directiveNIS2 is EU Directive 2022/2555, which requires organisations in critical sectors to secure their networks and systems and to report serious incidents quickly.NIS2 Directive, Directive (EU) 2022/2555, NIS 2
- PeppolPan-European Public Procurement OnlinePeppol is an open network with shared rules over which companies and governments send electronic invoices and other trade documents into each other's software.Peppol network, Peppol BIS
- UBLUniversal Business LanguageA UBL invoice is an invoice as an XML file in the open Universal Business Language standard, with every detail in a fixed field that software reads without retyping.UBL file, XML invoice, structured e-invoice
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