Dictionary

Splitting traffic between two versions and measuring which performs better.

Designing products that work for people with disabilities.

An AI system that plans, takes actions, and iterates toward a goal.

Assigning credit for a conversion across the marketing touchpoints that influenced it.

A link from another website to yours.

How a company's brands relate to each other — masterbrand, sub-brands, endorsed brands.

The documented rules for how a brand looks, sounds, and behaves.

The visible system that makes a company recognisable.

The long-term plan for how a brand creates and defends value.

The structured sequence and timing of outreach touchpoints to a prospect.

The button or instruction that asks the visitor to do the next thing.

A research method where users group items as they understand them.

The rate at which customers stop paying or stop using a product.

Sending unsolicited targeted email to a prospect with no prior relationship.

The defined set of colours a brand or product uses, with rules for each role.

A plan for what content to create, for whom, on what cadence, and why.

The percentage of visitors who do the thing you want them to do.

Telling ad platforms which user actions count as conversions, so they can optimise for them.

Writing words for a commercial purpose — engineered to move a reader to act.

Google's three page-speed metrics: LCP, INP, CLS — used as ranking signals.

How much you pay each time someone clicks your ad.

Cost per 1,000 ad impressions — the pricing model for awareness campaigns.

How easily search-engine bots can read your site.

The fully-loaded cost of acquiring one paying customer.

A library of reusable components and rules that keep UI consistent at scale.

A 1–100 score predicting how well a domain ranks overall.

Google's quality framework: Experience, Expertise, Authoritativeness, Trust.

Whether your emails actually reach inboxes (vs. spam or quarantine).

Using email — newsletters, promotions, lifecycle — to nurture an opted-in audience.

A numeric vector that captures the meaning of text (or image, audio).

The percentage of an audience that interacts with a piece of content.

The boxed answer at the top of Google's results — "position zero".

Continuing the training of a base model on your own data to specialise it.

The end-to-end sequence a prospect moves through from awareness to purchase.

Google's current event-based analytics platform — replaces Universal Analytics.

When an LLM outputs information that's plausible-sounding but wrong.

A visualisation showing where users click, scroll, or hover on a page.

An expert audit of a product against a checklist of usability principles.

A precise definition of the company most likely to buy and stay.

How a product's content and navigation are organised so users can find what they need.

Linking from one page on your site to another — for users and for search engines.

A visualisation of every step a user takes to reach a goal, with their feelings and friction at each step.

Finding the words real users type and mapping them to pages.

A focused page built around one conversion goal.

A neural network trained to generate and reason over text.

Attracting and capturing prospects the sales team can pursue.

The total revenue (or profit) one customer is expected to generate.

Targeted, personalised LinkedIn messaging at scale to book meetings or qualify leads.

The primary symbol or wordmark a company uses to identify itself.

A specific, multi-word search query with low volume but sharp intent.

An ad audience generated to resemble an existing high-value group.

A lead that's hit the marketing-defined bar to be passed to sales.

The 150-character page summary that appears under the title in search results.

The small, functional words in interfaces — buttons, errors, hints, empty states.

Choosing the name of a brand or product — strategy, generation, evaluation, trademark.

Keywords you tell ad platforms NOT to match — to avoid wasted spend.

A 0–10 question measuring how likely customers are to recommend you.

The single metric that best captures the value your product delivers to customers.

Goal-setting framework: one Objective, three measurable Key Results.

The process of getting a new user from sign-up to their first success.

How many people see your content without paid promotion.

An ad model where you pay only when someone clicks.

Google's automated campaign type that runs across every Google ad surface.

A research-grounded composite of a target user, used as a decision filter.

A long, comprehensive page on a broad topic, supported by linked subtopic pages.

When the product satisfies a strong market demand — usually felt before measured.

Designing the inputs to an LLM so it produces the output you need at production quality.

A clickable simulation of a product used to test before building.

Google's 1–10 rating of how relevant your ad is to a search.

A deliberate change to a brand's identity — name, logo, voice, or all three.

The percentage of contacted prospects who reply to outreach.

Showing ads specifically to people who already interacted with your brand.

The percentage of customers who keep using or paying — the inverse of churn.

Giving an LLM relevant context from your data before it answers.

Revenue generated per dollar spent on advertising.

A lead sales has accepted as worth pursuing.

Structured data that tells search engines what a page is.

Structuring a site so it ranks higher in organic search.

The page Google returns for a query — including ads, organic, and rich features.

What a person actually wants when they type a query.

Designing the entire customer experience across touchpoints, employees, and systems.

A structured list of every page on a website.

A short, memorable phrase that captures the brand's promise.

An LLM's ability to call external functions and APIs.

Being recognised as a credible source on a specific subject.

The deliberate selection and arrangement of typefaces.

How easily a user can complete the task they came to do.

How it feels to use a product, end to end.

The visual and interactive surface a person actually touches.

Learning who your users are and where they get stuck — before designing for them.

A database optimised for storing and searching embeddings.

The brand's writing personality (voice) and how it shifts in different contexts (tone).

The international standard for web accessibility — Level A, AA, AAA.

A bare-bones blueprint of an interface, focused on structure not style.