Marketing & Tech Glossary

An API (Application Programming Interface) is a set of rules that lets different software systems communicate …

A/B testing (also called split testing) is a method of comparing two versions of a webpage or marketing elemen…

Artificial Intelligence (AI) is technology that enables computers to perform tasks that traditionally required…

Affiliate marketing is a performance-based marketing model where businesses pay commissions to third-party par…

An AI chatbot is a software application that uses artificial intelligence — typically a large language model —…

AI automation is the use of artificial intelligence to perform tasks that previously required human effort — f…

Anchor text is the visible, clickable text of a hyperlink. When other sites link to yours, the words they use …

Backlinks are links from other websites that point to your site. Search engines treat them as votes of confide…

Brand identity is the visual and verbal system a company uses to present itself consistently — logo, colors, t…

B2B (Business-to-Business) refers to companies that sell products or services to other businesses rather than …

A canonical URL is an HTML tag that tells search engines which version of a page is the "official" one when mu…

Core Web Vitals are three Google-defined metrics that measure real-world user experience on a webpage: loading…

A CMS (Content Management System) is software that lets non-technical users create, edit, and publish website …

Conversion rate is the percentage of website visitors who complete a desired action — making a purchase, submi…

Content marketing is the strategy of creating and distributing valuable, relevant content — blog posts, guides…

ChatGPT is an AI chatbot developed by OpenAI that generates human-like text responses to questions and instruc…

A CRM (Customer Relationship Management) system is software that helps businesses manage interactions with cur…

A call to action (CTA) is a prompt that tells a website visitor, email reader, or ad viewer exactly what to do…

Customer Acquisition Cost (CAC) is the total cost of acquiring a single new customer — including all marketing…

Churn rate is the percentage of customers or subscribers who cancel or stop doing business with a company in a…

Domain Authority (DA) is a score from 1 to 100 developed by Moz that predicts how likely a website is to rank …

Email marketing is the practice of sending targeted messages to a list of subscribers to nurture relationships…

A featured snippet is a special search result Google shows at the very top of the page — "position zero" — tha…

Generative AI is a category of AI that creates new content — text, images, audio, video, and code — that didn'…

Google Analytics is a free web analytics platform from Google that tracks and reports on website traffic, user…

Google Search Console (GSC) is a free tool from Google that shows how your website performs in Google Search. …

A headless CMS is a content management system where the back end (content storage and editing) is separated fr…

Influencer marketing is a strategy where brands partner with individuals who have established audiences on soc…

Indexing is the process by which search engines discover, analyze, and store a web page's content in their dat…

Keyword research is the process of identifying the exact words and phrases people type into search engines to …

A KPI (Key Performance Indicator) is a measurable metric used to evaluate how effectively a business or team i…

Keyword difficulty is a score (typically 0–100) that estimates how hard it is to rank on the first page of Goo…

Local SEO is the practice of optimizing a business's online presence to appear in location-based search result…

A landing page is a standalone web page designed specifically for a single marketing campaign or conversion go…

Lead generation is the process of attracting potential customers and capturing their contact information so th…

Link building is the deliberate process of earning or acquiring hyperlinks from other websites to your own. Si…

A large language model (LLM) is an AI system trained on vast amounts of text data to understand and generate h…

Lifetime Value (LTV or CLV — Customer Lifetime Value) is the total revenue a business can expect from a single…

Local SEO citations are online mentions of a business's name, address, and phone number (NAP) across directori…

Meta tags are snippets of HTML that describe a web page to search engines and browsers. The two most important…

Machine learning is a type of AI where computer systems learn from data to improve their performance over time…

An MVP (Minimum Viable Product) is the simplest version of a product that can be launched to real users to tes…

Marketing automation is the use of software to execute repetitive marketing tasks automatically based on prede…

Natural Language Processing (NLP) is the branch of AI that enables computers to understand, interpret, and gen…

On-page SEO refers to all the optimizations made directly on a webpage to improve its search engine rankings. …

Off-page SEO refers to all the actions taken outside your own website that improve its search engine rankings …

Prompt engineering is the practice of writing and refining instructions given to AI tools (like ChatGPT) to pr…

Responsive design is a web development approach where a website automatically adjusts its layout and content t…

ROI (Return on Investment) is a financial metric that measures how much profit or benefit you received relativ…

Remarketing (also called retargeting) is the practice of showing targeted ads to people who have previously vi…

Retrieval-Augmented Generation (RAG) is a technique that improves AI outputs by giving the language model acce…

SEO (Search Engine Optimization) is the practice of improving a website so it ranks higher in Google and other…

Schema markup is structured data code added to a webpage that helps search engines understand the content more…

An SSL certificate (technically TLS today) encrypts the connection between a user's browser and your website, …

SaaS (Software as a Service) is a software delivery model where applications are hosted in the cloud and acces…

Social media marketing is the use of platforms like Instagram, LinkedIn, TikTok, Facebook, and X (Twitter) to …

A sitemap is a file (usually XML) that lists all the important URLs on your website, helping search engines di…

An SEO audit is a comprehensive review of a website's technical health, on-page optimization, content quality,…

Technical SEO refers to optimizing the infrastructure of a website so search engines can effectively crawl, in…