52 terms — a starting set, growing.
Standard, well-established industry terminology, written accurately — not padded to a round number with filler entries.
ROAS
Return on ad spend — revenue earned per dollar spent on ads.
Performance MarketingCAC
Customer acquisition cost — total spend divided by new customers gained.
Performance MarketingCPC
Cost per click — what you pay each time someone clicks your ad.
Performance MarketingCPA
Cost per acquisition — what it costs to get one conversion.
Performance MarketingCTR
Click-through rate — the percentage of people who see an ad and click it.
Performance MarketingQuality Score
Google's 1–10 estimate of ad relevance, expected CTR, and landing page experience.
Performance MarketingAd Rank
The score determining an ad's position and whether it shows at all.
Performance MarketingConversion Rate
The percentage of visitors who complete a desired action.
Performance MarketingAttribution Model
The rule for deciding which touchpoint(s) get credit for a conversion.
Performance MarketingA/B Testing
Comparing two versions of something to see which performs better.
Performance MarketingLookalike Audience
A new audience Meta or Google builds by matching traits of your existing customers.
Performance MarketingPerformance Max
A Google Ads campaign type that runs across all Google inventory from one campaign.
Performance MarketingUTM Parameter
Tags added to a URL to track where traffic came from.
Performance MarketingLTV
Lifetime value — the total revenue expected from a customer over the relationship.
Performance MarketingFrequency Cap
A limit on how many times the same person sees an ad in a given period.
Technical SEOCore Web Vitals
Google's three metrics for measuring real-world page experience: loading, interactivity, and visual stability.
Technical SEOLCP
Largest Contentful Paint — how long until the biggest visible element renders.
Technical SEOINP
Interaction to Next Paint — how quickly a page responds after a user interacts with it.
Technical SEOCLS
Cumulative Layout Shift — how much visible content jumps around while loading.
Technical SEOCanonical URL
The "official" version of a page when multiple URLs show the same or similar content.
Technical SEOCrawl Budget
The number of pages a search engine will crawl on your site in a given period.
Technical SEOIndexation
Whether a page has been added to a search engine's index and is eligible to rank.
Technical SEOStructured Data
Machine-readable markup that tells search engines what a page is about.
Technical SEOSchema Markup
The vocabulary (from schema.org) used to write structured data.
Technical SEOBacklink
A link from another website pointing to yours.
Technical SEOE-E-A-T
Experience, Expertise, Authoritativeness, Trust — Google's framework for judging content quality.
Technical SEOMeta Description
The short summary shown under a page's title in search results.
Technical SEORobots.txt
A file telling search engine and AI crawlers which parts of a site they can access.
Technical SEOXML Sitemap
A machine-readable list of a site's URLs, submitted to help search engines discover pages.
Technical SEOHreflang
A tag indicating which language/region a page targets, for sites with multiple language versions.
Technical SEOTopical Authority
The degree to which a site is seen as comprehensive and trustworthy on a specific subject.
Technical SEOPillar Page
A comprehensive page covering a broad topic, linked to narrower supporting content.
Technical SEOEntity SEO
Optimizing for how search engines recognize a person, brand, or concept as a distinct, corroborated "thing."
AI AutomationHuman-in-the-Loop
An automation design where a person reviews or approves outputs before they take effect.
AI AutomationLLM
Large Language Model — an AI model trained on text to generate and understand language.
AI AutomationPrompt Engineering
Crafting instructions to get better, more reliable outputs from an AI model.
AI AutomationRAG
Retrieval-Augmented Generation — an AI answering questions using retrieved real documents instead of relying only on trained memory.
AI AutomationWorkflow Automation
Using software to handle repetitive tasks without manual intervention.
AI AutomationLead Scoring
Ranking leads by likelihood to convert, using behavioral and firmographic signals.
AI AutomationWebhook
An automated message sent from one system to another when a specific event happens.
AI AutomationAPI
Application Programming Interface — a defined way for two pieces of software to talk to each other.
Web DevelopmentServer-Side Rendering
Generating a page's HTML on the server before sending it to the browser.
Web DevelopmentStatic Site Generation
Pre-building a page's HTML at build time rather than on each request.
Web DevelopmentHeadless CMS
A content management system that stores content but doesn't dictate how it's displayed.
Web DevelopmentResponsive Design
A layout that adapts to different screen sizes.
Web DevelopmentCDN
Content Delivery Network — servers distributed globally that serve a site's assets from a location near the visitor.
Business Growth SystemsCRM
Customer Relationship Management — software for tracking sales pipeline and customer data.
Business Growth SystemsERP
Enterprise Resource Planning — software integrating core business processes like finance, inventory, and operations.
Business Growth SystemsLead Routing
The rules that determine which sales rep or queue a new lead goes to.
Business Growth SystemsSales Funnel
The stages a prospect moves through from first contact to closed deal.
Business Growth SystemsChurn Rate
The percentage of customers who stop doing business with you over a period.
Business Growth SystemsWorkaround-Cost Test
A decision framework for choosing a standard platform vs. a custom system.