Marketing, SEO and AI glossary
Plain-language definitions of 55 terms marketers, founders and SEO teams use every day: AI search, SEO, analytics, social media, SaaS metrics and tools. Every entry starts with a one-sentence definition, then explains how the concept works, the key numbers and why it matters for visibility in Google and AI answers.
301 redirect
A 301 redirect is an HTTP response with status code 301 Moved Permanently, which tells browsers and search engines that a…
SEO302 redirect
A 302 redirect is an HTTP response with the status code 302 Found that tells browsers and crawlers a page has moved to…
SEO307 redirect
A 307 redirect (307 Temporary Redirect) is an HTTP status code telling the browser that a page is temporarily available at…
SEO308 redirect
A 308 redirect (308 Permanent Redirect) is an HTTP status code telling browsers and crawlers that a resource has moved…
AI Overviews
AI Overviews are AI-generated summaries that Google Search shows above the classic results, written by a Gemini model and…
SEOAnchor text
Anchor text is the visible, clickable text of a hyperlink, which tells users and search engines what the linked page is…
Business & SaaS metricsAnnual recurring revenue (ARR)
Annual recurring revenue (ARR) is the value of all active recurring subscription contracts expressed as revenue for one year.
Tools & softwareAsana
Asana is a work management platform that lets teams plan projects, assign tasks, automate workflows and track goals in one…
Business & SaaS metricsASAP
ASAP is an abbreviation of "as soon as possible" that signals a task should be done with top priority, without a fixed…
Business & SaaS metricsAverage revenue per user (ARPU)
ARPU (average revenue per user) is the total revenue in a period divided by the average number of users or subscribers in…
Backlink
A backlink is a hyperlink on another website that points to a page on your website.
Search engines & browsersBaidu
Baidu is the largest search engine in China and a Beijing-based AI company that also builds the ERNIE language models and…
Business & SaaS metricsBarter
Barter is the direct exchange of goods or services for other goods or services, without using money.
Search engines & browsersBing
Bing is a web search engine owned by Microsoft, launched on 3 June 2009 as the successor to Live Search.
Search engines & browsersBrave Search
Brave Search is a privacy-focused search engine from Brave Software that answers queries mainly from its own independent web…
MarketingBuzz marketing
Buzz marketing is a promotion strategy that creates conversation about a brand so that consumers spread the message to each…
Canonical tag
A canonical tag is an HTML link element (rel="canonical") that tells search engines which URL is the preferred, main version…
AI & AI searchChatbot
A chatbot is a computer program that holds a conversation with a person in natural language, through text or voice.
AI & AI searchChatGPT
ChatGPT is a conversational AI assistant built by OpenAI that answers questions, writes and analyses text, and searches the…
AI & AI searchClaude (AI assistant)
Claude is an AI assistant and family of large language models built by Anthropic, a San Francisco AI safety company founded…
Analytics & conversionClick-through rate (CTR)
Click-through rate (CTR) is the percentage of people who click a link, ad or search result after seeing it, calculated as…
Tools & softwareClickUp
ClickUp is a cloud work management platform that combines tasks, documents, whiteboards, chat and an AI assistant in one app.
International SEOContent delivery network (CDN)
A content delivery network (CDN) is a geographically distributed network of servers that caches a website's files close to…
International SEOContent localization
Content localization is the process of adapting content to the language, culture, legal rules and buying habits of one…
Analytics & conversionConversion
A conversion is a valuable action that a user completes on a website or app, such as a purchase, a form submission or a…
Analytics & conversionConversion rate optimization (CRO)
Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website or app visitors who…
SEOCore Web Vitals
Core Web Vitals are a set of 3 user experience metrics defined by Google that measure a page's loading speed (LCP),…
Paid ads & PPCCost per acquisition (CPA)
Cost per acquisition (CPA) is the average amount of advertising spend needed to get one conversion, such as a purchase,…
Paid ads & PPCCost per click (CPC)
Cost per click (CPC) is the amount an advertiser pays for a single click on an ad, calculated as total ad spend divided by…
Paid ads & PPCCost per lead (CPL)
Cost per lead (CPL) is a marketing metric that shows how much you pay, on average, to get one lead, calculated as campaign…
Paid ads & PPCCost per mille (CPM)
CPM (cost per mille) is the price an advertiser pays for 1,000 impressions of an ad, where "mille" is Latin for thousand.
International SEOCountry code top-level domain (ccTLD)
A country code top-level domain (ccTLD) is a two-letter domain extension, such as .pl, .de or .cz, assigned to one country…
SEOCrawl budget
Crawl budget is the set of URLs on a website that Google can and wants to crawl in a given period.
SEOCrawling
Crawling is the process in which search engine bots, such as Googlebot or Bingbot, discover URLs and download their content…
Tools & softwareCRM
CRM (customer relationship management) is a strategy and the software that supports it for storing customer data and…
Paid ads & PPCCustomer acquisition cost (CAC)
Customer acquisition cost (CAC) is the total sales and marketing spend a company needs to win one new paying customer,…
Paid ads & PPCCustomer lifetime value (LTV)
Customer lifetime value (LTV or CLV) is the total gross profit a business expects to earn from one customer over the whole…
Data center
A data center is a building or dedicated space that houses servers, storage and network equipment together with the power…
AI & AI searchDeepSeek
DeepSeek is a Chinese artificial intelligence company from Hangzhou that builds open-weight large language models and runs a…
Search engines & browsersDuckDuckGo
DuckDuckGo is a privacy-focused search engine, founded by Gabriel Weinberg in 2008, that does not build user profiles and…
SEODuplicate content
Duplicate content is the same or very similar main content available under more than one URL, on one site or across several…
Facebook is a social networking platform owned by Meta Platforms, where people connect with friends, join groups, follow…
SEOFeatured snippet
A featured snippet is a box in Google's search results that shows an excerpt from one web page first, followed by the page…
Tools & softwareFigma
Figma is a browser-based, collaborative design platform where teams create interfaces, prototypes, graphics and websites in…
Business & SaaS metricsFMCG
FMCG (fast-moving consumer goods) are low-priced products that consumers buy often and use up quickly, such as packaged…
Generative Engine Optimization (GEO)
Generative Engine Optimization (GEO) is the practice of shaping content so that AI answer engines such as ChatGPT,…
International SEOGeo-redirect (IP-based redirect)
A geo-redirect is an automatic redirect that sends a visitor to a country or language version of a website based on the…
TechnologyGeolocation
Geolocation is the process of identifying the real-world geographic location of a device or user, using signals such as GPS,…
International SEOGeotargeting
Geotargeting is the practice of directing a website, a section of it or an ad campaign at users in a specific country,…
AI & AI searchGoogle AI Mode
Google AI Mode is a conversational search experience inside Google Search that answers complex questions with an…
AI & AI searchGoogle Flow
Google Flow is an AI filmmaking tool from Google Labs that creates and edits video clips from text prompts and images using…
AI & AI searchGoogle Gemini
Google Gemini is Google's family of multimodal AI models and the AI assistant app built on them, developed by Google…
SEOGoogle Keyword Planner
Google Keyword Planner is a free keyword research tool inside Google Ads that suggests keyword ideas and shows their average…
Tools & softwareGoogle Search Console
Google Search Console is a free tool from Google that shows how a website performs in Google Search and which technical…
AI & AI searchGrok
Grok is a generative AI chatbot developed by xAI, Elon Musk's artificial intelligence company, and built directly into the…
Ideal customer profile (ICP)
An ideal customer profile (ICP) is a description of the type of company that gets the most value from your product and…
SEOIndexing
Indexing is the stage in which a search engine analyses a crawled page and stores it in its index, the database from which…
Social mediaInstagram is a photo and video social network owned by Meta Platforms, where users share posts, Stories and short Reels with…
Social mediaInstagram Reels
Instagram Reels are short vertical videos with music, effects and editing tools that Instagram recommends to users beyond…
SEOInternal linking
Internal linking is the practice of linking from one page of a website to another page on the same domain, so that users and…
International SEOInternational SEO
International SEO is the process of optimising a website so that search engines show the right language or country version…
TechnologyInternet of Things (IoT)
The Internet of Things (IoT) is a network of physical objects fitted with sensors, software and connectivity that collect…
Key performance indicator (KPI)
A KPI (key performance indicator) is a measurable value that shows how well a company, team or campaign is progressing…
SEOKeyword cannibalization
Keyword cannibalization is a situation in which two or more pages of the same website target the same query and the same…
SEOKeyword research
Keyword research is the process of finding, analysing and prioritising the search queries that potential customers type into…
SEOKnowledge Graph
The Knowledge Graph is Google's database of entities (people, places, organisations, things) and the facts and relationships…
Large language model (LLM)
A large language model (LLM) is a neural network trained on huge amounts of text to predict the next token, which lets it…
MarketingLead
A lead is a potential customer, person or company, who has shown interest in your offer and left contact details, for…
SEOLink (hyperlink)
A link (hyperlink) is a clickable reference in a document that takes the user to another web page, file, email address or…
Social mediaLinkedIn is a professional social network owned by Microsoft, where people build career profiles, connect with colleagues,…
Messenger
Messenger is Meta's instant messaging app for text chats, voice and video calls and conversations between people and…
AI & AI searchMeta AI
Meta AI is the generative AI assistant built by Meta Platforms into WhatsApp, Instagram, Facebook, Messenger, Ray-Ban Meta…
SEOMeta description
A meta description is an HTML meta tag that gives search engines a short summary of a page, which they may show as the…
SEOMeta refresh redirect
A meta refresh redirect is an HTML instruction in the page's head that tells the browser to load another URL after a set…
AI & AI searchMicrosoft Copilot
Microsoft Copilot is Microsoft's generative AI assistant, which answers questions, writes and summarises content and works…
Search engines & browsersMicrosoft Edge
Microsoft Edge is a web browser developed by Microsoft, built on the open-source Chromium project and preinstalled on…
Business & SaaS metricsMinimum viable product (MVP)
A minimum viable product (MVP) is the simplest version of a product that lets a team test its key assumption with real…
AI & AI searchMistral AI
Mistral AI is a French artificial intelligence company from Paris that builds large language models, both open-weight and…
Business & SaaS metricsMonthly recurring revenue (MRR)
MRR (monthly recurring revenue) is the predictable subscription revenue a company earns every month from active customers,…
International SEOMultilingual SEO
Multilingual SEO is the practice of optimizing a website that offers content in more than one language, so that each…
Business & SaaS metricsMurphy's law
Murphy's law is the saying that "anything that can go wrong will go wrong", used as a reminder to expect failures and plan…
Performance Max
Performance Max is a goal-based Google Ads campaign type that runs ads across all Google inventory (Search, YouTube,…
AI & AI searchPerplexity AI
Perplexity AI is an AI-powered answer engine that searches the web in real time and returns a written answer with numbered…
Social mediaPinterest is a visual discovery platform where people save images and videos, called Pins, to themed boards to plan…
Quality Score
Quality Score is a diagnostic metric in Google Ads that rates, on a scale from 1 to 10 for each keyword, how your ad quality…
AI & AI searchQuery fan-out
Query fan-out is a retrieval technique in which an AI search system breaks one question into several related sub-queries,…
reCAPTCHA
reCAPTCHA is a Google service that protects websites from spam and automated abuse by checking whether a visitor is a human…
Social mediaReddit is a social platform made of topic-based communities called subreddits, where users post links, text, images and…
SEORedirect chain
A redirect chain is a sequence of two or more redirects between the URL a user or crawler requests and the final page that…
Paid ads & PPCRemarketing
Remarketing is an advertising technique that shows ads to people who have already interacted with a brand, for example by…
SEORendering
Rendering is the process in which a browser or a search engine bot turns HTML, CSS and JavaScript code into the final page…
Paid ads & PPCReturn on ad spend (ROAS)
ROAS (return on ad spend) is a metric that shows how much revenue a campaign generates for every unit of money spent on ads,…
Paid ads & PPCReturn on investment (ROI)
ROI (return on investment) is a profitability metric that shows how much net profit an investment generates compared with…
SEORobots.txt
Robots.txt is a plain text file in the root of a host that tells search engine crawlers which URLs they may and may not…
Scam
A scam is a deliberate deception in which fraudsters trick people or businesses into giving away money, personal data or…
Search engines & browsersSearch engine
A search engine is software that discovers web pages, stores them in an index and returns the most relevant ones for a…
SEOSearch intent
Search intent (user intent) is the goal a person wants to achieve when typing a query into a search engine, such as learning…
SEOSERP
A SERP (search engine results page) is the page a search engine displays in response to a query, combining organic results,…
Search engines & browsersSeznam
Seznam is a Czech internet company that runs the Seznam.cz portal, its own web search engine and the Sklik advertising…
Tools & softwareSlack
Slack is a cloud-based workplace messaging platform that organises team communication into channels, direct messages and…
Social mediaSnapchat
Snapchat is a camera-first messaging app owned by Snap Inc., where photos and videos (Snaps) disappear after viewing by…
SEOStructured data
Structured data is a standardised, machine-readable description of a page's content, written with the schema.org vocabulary,…
International SEOSubdirectory
A subdirectory (subfolder) is a folder in the URL path that sits after the domain name, for example example.com/de/ or…
International SEOSubdomain
A subdomain is a separate hostname created by adding a label in front of a registered domain, for example de.example.com or…
Business & SaaS metricsSubscription model
A subscription model is a business model in which customers pay a recurring fee, monthly or yearly, for continued access to…
Tools & softwareSurfer SEO
Surfer SEO is a cloud platform that tells writers what to include in a page so it can rank on Google and be cited in AI…
Threads
Threads is a text-based social media app from Meta, built by the Instagram team, where users publish short public posts and…
Social mediaTikTok
TikTok is a short-form video social platform owned by the Chinese company ByteDance, where an algorithmic For You feed…
SEOTitle tag
A title tag is the HTML title element in a page's head that names the page for browsers, search engines and AI systems.
SEOTop-level domain (TLD)
A top-level domain (TLD) is the last part of a domain name after the final dot, such as .com, .org or .pl, and the highest…
SEOTopical authority
Topical authority is the trust a website earns from search engines by covering one subject completely, accurately and…
International SEOTranscreation
Transcreation is the adaptation of a marketing message for another market by recreating its intent, tone and emotion in the…
Tools & softwareTrello
Trello is a visual project management tool that organises work as cards moving across lists on a Kanban-style board.
X (Twitter)
X (formerly Twitter) is a real-time social network for short public posts, replies and live conversation, owned since 2025…
International SEOx-default
x-default is a reserved hreflang value that tells Google which page to show when none of your language or country versions…
SEOXML sitemap
An XML sitemap is a file that lists the URLs of a website you want search engines to find, crawl and index, with optional…
Yahoo
Yahoo is an American web portal and search engine founded in 1994 by Jerry Yang and David Filo, today owned by Apollo Global…
Search engines & browsersYandex
Yandex is a Russian technology company and the most used search engine in Russia, founded by Arkady Volozh and Ilya…
Social mediaYouTube
YouTube is a video sharing platform owned by Google, where users watch, upload and comment on long videos, Shorts and live…
Grow in every market, and get cited by AI
Each term in this glossary connects to one question: how people find your brand in Google and in AI assistants, in every country you sell in.
I help SaaS and e-commerce brands win organic traffic across Europe and the US, and get their brand recommended in ChatGPT, Gemini, Perplexity and Google AI Overviews. Every project starts with a free audit of your site, your markets and your visibility in AI answers.
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