Marketing and web terms
in plain words.
40 terms we work with every week, explained for founders and marketing managers.
SEO and AEO
Being found on Google, on maps and in AI answers.
- AEOAnswer engine optimisation: shaping your pages so AI tools can read and cite them.
- SEOSearch engine optimisation: earning a place on Google for what your buyers search.
- Local SEOSEO for people searching near you, on Google Search and Google Maps.
- Google Business ProfileYour free listing on Google Search and Maps, with hours, photos and reviews.
- Core Web VitalsGoogle's three measures of how fast, stable and responsive a page feels.
- 301 redirectA permanent redirect that sends visitors and search engines from an old address to a new one.
- Schema markupCode that tells search engines and AI tools what a page is about, in a shared format.
- llms.txtA plain text file at the root of a site that points AI tools to the pages that matter most.
- Canonical URLThe one address you tell search engines to treat as the main version of a page.
- HreflangA tag that tells search engines which language or region each version of a page is for.
Paid ads and analytics
What you spend, what it returns and how you measure it.
- Cost per leadWhat you spend to get one enquiry: your ad spend divided by the leads it brought.
- ROASReturn on ad spend: the revenue an ad earns for each unit of money spent on it.
- Conversion rateThe share of visitors who do what you want, such as booking a call or buying.
- Landing pageA page built for one audience and one action, where a campaign sends its visitors.
- RetargetingAds shown to people who already visited your site or engaged with your brand.
- Google Ads Quality ScoreGoogle's 1 to 10 estimate of how useful your ad and page are for a keyword.
- Meta Pixel and Conversions APITwo ways to tell Meta what visitors did after an ad: from the browser and from your server.
- GA4Google Analytics 4: Google's free tool that records what people do on your site.
- Search ConsoleGoogle's free tool that shows how your site appears in search and what is wrong.
- UTM parametersShort tags added to a link so analytics shows which campaign sent each visitor.
- CRMCustomer relationship management: software that keeps every lead and customer in one place.
Web and CMS
How a website is built, edited, moved and translated.
- WebflowA visual website builder with hosting and a CMS, used by designers and marketing teams.
- Headless CMSA content system that stores your content and sends it to any site or app through an API.
- Website migrationMoving a site to a new platform, host or address without losing content or search ranking.
- Multilingual websiteOne site that works in several languages, each version able to rank in its own market.
- Right-to-left layoutA page layout that runs from right to left, as Arabic, Hebrew and Farsi are read.
- MVPMinimum viable product: the smallest real version of a product that people can use.
Brand and design
The look and rules that make a business recognisable.
- Brand identityThe look, voice and message that make a business recognisable wherever it appears.
- Brand guidelinesA guide to your logo, colour, type and voice, so everyone applies the brand the same way.
- Logo systemA set of logo versions and rules, so the mark works on every size, colour and surface.
- Design systemReusable parts and rules for a product or site, so every screen looks and works alike.
Content and links
The writing and the links that earn trust online.
- Content marketingUseful articles, pages and guides that answer what buyers search for and earn their trust.
- Link buildingEarning links from other relevant sites to yours, a main signal of trust for search engines.
- Niche editsAdding a link to your site inside an existing article that is already published and ranking.
- Guest postingWriting an article for another respected site in your field, with a natural link back to you.
- Digital PREarning press coverage and links from news sites and publications that cover your industry.
AI and automation
Software that answers, acts and builds on its own.
- Vibe codingBuilding software by telling an AI what you want, then letting it write the code.
- AI chatbotA chat assistant that answers questions in natural language, trained on your own content.
- AI agentAI that works toward a goal by using tools and taking steps, not just answering a question.
- Marketing automationSoftware that runs repeat marketing tasks by itself, such as emails, follow ups and lead routing.
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