Jargon Buster
AI, websites and marketing, in plain English.
Straight answers to the terms that come up when you build a website, run ads or bring AI into your business. Each one covers what it is, why it matters, our honest view and what to do next.
AA
A/B Testing
Showing two versions of a page, ad or email to similar groups to see which gets more people to act.
Ads, Data & DemandSee more AAEO (Answer Engine Optimisation)
Shaping your content so search engines and AI assistants choose it as the direct answer to a question.
Search & AI VisibilitySee more AAI Agent
Software that uses an AI model to work towards a goal, choosing its own steps and using tools to get there.
AI & AutomationSee more AAI Overviews
AI-written summaries Google shows at the top of some search results, with links to the pages it drew on.
Search & AI VisibilitySee more AAPI
A set of rules that lets one piece of software ask another for data or to carry out an action.
AI & AutomationSee more AAttribution
The rules that decide which ads, channels and touchpoints get credit when someone enquires or buys.
Ads, Data & DemandSee moreBB
Backlinks
Links from other websites to yours, which search engines read as a signal of trust and relevance.
Search & AI VisibilitySee more BBounce Rate
The share of website visits that ended without any meaningful engagement, as measured by your analytics tool.
Ads, Data & DemandSee more BBrand Architecture
How a business organises its brands, sub-brands and services so customers understand how they fit together.
Brand, Web & DesignSee more BBrand Identity
The visible and verbal system that makes a business recognisable: name, logo, colour, type, imagery and voice.
Brand, Web & DesignSee more BBrand Positioning
The deliberate choice of who you serve, what you do best and why a buyer should pick you over the alternatives.
Brand, Web & DesignSee moreCC
Call to Action (CTA)
The prompt that tells a visitor what to do next, such as book a call, get a quote or download a guide.
Brand, Web & DesignSee more CChatbot
Software that holds a text or voice conversation with people, usually to answer questions or route enquiries.
AI & AutomationSee more CCMS (Content Management System)
Software that lets your team edit and publish website content without touching code.
Brand, Web & DesignSee more CConsent Mode
A Google feature that passes each visitor's cookie choices to Google tags so tracking and ads respect them.
Ads, Data & DemandSee more CConversion Rate Optimisation (CRO)
The ongoing work of increasing the share of website visitors who take a valuable action, such as an enquiry.
Brand, Web & DesignSee more CConversion Tracking
Recording when a visitor enquires, calls, books or buys, and linking that action back to where they came from.
Ads, Data & DemandSee more CCore Web Vitals
Google's three measures of real-world page experience: loading speed, responsiveness and visual stability.
Search & AI VisibilitySee more CCost Per Lead (CPL)
What you spend on a channel or campaign divided by the number of leads it brings in.
Ads, Data & DemandSee more CCRM
Software that keeps every contact, conversation and deal in one shared record, so nothing lives in one person's inbox.
AI & AutomationSee moreDD
Design System
A shared library of reusable components, styles and rules that keeps a website or product consistent as it grows.
Brand, Web & DesignSee more DDiscovery Phase
The research and planning stage at the start of a project that defines what to build, for whom and why.
Brand, Web & DesignSee moreEE
FF
Fine-Tuning
Further training an existing AI model on your own examples so it behaves in a specific, consistent way.
AI & AutomationSee more FFirst-Party Data
Information your business collects directly from its own customers and visitors, through its own channels.
Ads, Data & DemandSee more FFunnel
A simple model of the stages people pass through from first hearing about you to becoming a customer.
Ads, Data & DemandSee moreGG
GA4 (Google Analytics 4)
Google's free analytics platform for measuring how people find and use your website or app.
Ads, Data & DemandSee more GGenerative AI
AI that creates new text, images, audio, video or code in response to plain-language instructions.
AI & AutomationSee more GGEO (Generative Engine Optimisation)
Improving how often, and how accurately, AI assistants mention and cite your business in their answers.
Search & AI VisibilitySee more GGoogle Business Profile
Your free business listing on Google Search and Maps, showing hours, reviews, photos and contact details.
Search & AI VisibilitySee more GGoogle Search Console
Google's free tool showing how your site performs in search, which queries find you and what is broken.
Search & AI VisibilitySee more GGoogle Tag Manager
A free Google tool for adding and managing tracking code on your website without editing the site each time.
Ads, Data & DemandSee moreHH
Hallucination
When an AI model states something false or invented with complete confidence.
AI & AutomationSee more HHeadless CMS
A content management system that stores content separately and sends it to any website or app through an API.
Brand, Web & DesignSee more HHuman in the Loop
A design where a person reviews or approves an AI system's work at set points before it takes effect.
AI & AutomationSee moreII
Information Architecture
How a website's content is organised, labelled and linked so people and search engines can find what they need.
Brand, Web & DesignSee more IIntegration
A connection between software systems that lets them share data or trigger actions without manual copying.
AI & AutomationSee moreJJ
KK
Keyword Research
Finding the words and phrases your buyers actually search for, and judging which are worth targeting.
Search & AI VisibilitySee more KKPI (Key Performance Indicator)
A measurable number chosen because it shows whether you are moving towards a goal that matters.
Ads, Data & DemandSee moreLL
Landing Page
A focused web page built for one audience and one action, usually the destination for an ad or campaign.
Brand, Web & DesignSee more LLarge Language Model (LLM)
An AI system trained on huge amounts of text that can write, summarise, answer questions and follow instructions.
AI & AutomationSee more LLead Magnet
A genuinely useful free resource offered in exchange for someone's contact details.
Ads, Data & DemandSee more Lllms.txt
A proposed plain-text file that summarises a website for AI tools. Major AI services have not adopted it.
Search & AI VisibilitySee more LLocal SEO
Improving your visibility in searches with local intent, such as 'accountant near me' or 'plumber Cardiff'.
Search & AI VisibilitySee moreMM
Machine Learning
A branch of AI where software learns patterns from data to make predictions, instead of following hand-written rules.
AI & AutomationSee more MMeta Description
A short page summary in your site's code that Google may show beneath your link in search results.
Search & AI VisibilitySee more MModel Context Protocol (MCP)
An open standard that lets AI assistants connect to business tools and data through one common method.
AI & AutomationSee more MMVP (Minimum Viable Product)
The simplest version of a product that real users can use, built to test whether an idea deserves more investment.
Brand, Web & DesignSee moreNN
No-Code and Low-Code
Ways to build websites, apps and automations with visual editors and ready-made blocks instead of hand-written code.
AI & AutomationSee more NNurture Sequence
A planned series of automated messages that builds trust with a contact until they are ready to buy.
Ads, Data & DemandSee moreOO
PP
Performance Max
A Google Ads campaign type that uses automation to run ads across all of Google's channels from one budget.
Ads, Data & DemandSee more PPPC (Pay Per Click)
Online advertising where you pay each time someone clicks your ad, such as Google Ads on search results.
Ads, Data & DemandSee more PPrompt Engineering
The practice of writing clear, structured instructions so an AI model gives accurate, useful output every time.
AI & AutomationSee moreRR
Responsive Design
Designing a website so its layout adapts to any screen size, from a phone to a large desktop monitor.
Brand, Web & DesignSee more RRetargeting
Showing ads to people who have already visited your website or interacted with your business.
Ads, Data & DemandSee more RRetrieval-Augmented Generation (RAG)
A method where AI first looks up your trusted documents, then writes its answer from what it finds.
AI & AutomationSee more RROAS (Return on Ad Spend)
The revenue your advertising generates divided by what you spent on it.
Ads, Data & DemandSee moreSS
Schema Markup
Code added to a page that tells search engines exactly what it describes: a business, product, article or event.
Search & AI VisibilitySee more SSEO (Search Engine Optimisation)
The work of earning more visibility and enquiries from unpaid search results on Google and other engines.
Search & AI VisibilitySee more SSocial Proof
Evidence that other people trust you, such as reviews, testimonials, case studies and client logos.
Brand, Web & DesignSee moreTT
Technical SEO
The behind-the-scenes work that lets search engines crawl, render, understand and index your website.
Search & AI VisibilitySee more TToken
The small unit of text an AI model reads and writes, used to measure its limits and price its use.
AI & AutomationSee more TTone of Voice
How a business sounds in writing and speech, defined so everyone communicates in a consistent, recognisable way.
Brand, Web & DesignSee moreUU
UI Design
The design of the visual and interactive parts of a website or app: layout, type, buttons, forms and states.
Brand, Web & DesignSee more UUTM Parameters
Short tags added to a link that tell your analytics exactly which source and campaign a visit came from.
Ads, Data & DemandSee more UUX Design
Designing how a website or product works for the people using it, so tasks feel clear and easy to complete.
Brand, Web & DesignSee moreVV
WW
Webhook
An automatic message one system sends to another the instant a specific event happens.
AI & AutomationSee more WWireframe
A simple layout sketch of a page showing structure and content priority before any visual design is applied.
Brand, Web & DesignSee more WWorkflow Automation
Using software to run a repeatable business process, or parts of it, automatically according to set rules.
AI & AutomationSee moreXX
YY
ZZ
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