• Search & AI
  • Advertising & data
  • Web & conversion

Glossary · Key terms

A digital marketing glossary, minus the jargon

The terms that come up most in digital marketing, search and artificial intelligence, explained in a few lines and linked to how we work on them.

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How to use it

Clear, up-to-date definitions

This digital marketing glossary gathers the concepts that appear in our proposals, reports and articles, from GEO and AI Overviews to Consent Mode v2 and INP. Each definition says first what the term is, then why it matters.

We review entries when platforms or regulations change, and we date any facts that may go out of date.

A

12 terms

A-Z ↑
A/B test
An experiment that shows two versions of a page, ad or email to random groups to see which performs better against a metric set in advance. It needs enough traffic and time for the result to be reliable rather than chance. We design and analyse tests in CRO./ Conversion Rate Optimisation (CRO)
Advantage+ (Meta)
Meta's suite of automation that hands audience, placements and budget to its AI, switched on by default for sales, app and leads campaigns. With targeting increasingly automated, your creative and the quality of your conversion signals make the difference. We run it within paid social advertising./ Paid Social Advertising
AEO (answer engine optimisation)
Structuring a website so search engines can lift direct answers from it, above all in Google's AI Overviews, AI Mode and featured snippets. It is a specialisation of SEO rather than a replacement, built on answer-first content and a clean technical base. We cover it in our AEO service./ Answer Engine Optimization (AEO)
AESIA
Agencia Española de Supervisión de la Inteligencia Artificial, Spain's national AI supervisory authority, based in A Coruña. It is the Spanish reference body for applying the EU AI Act, which is the law in force while Spain's own AI bill is still going through parliament. We factor it into every AI consulting project./ AI Marketing Strategy & Training
AI agent
A system built on a language model that does more than answer: it plans and carries out multi-step tasks with connected tools, such as checking availability, logging a lead in the CRM or booking an appointment. Done well, it works within defined limits, with human oversight and a clear notice that it is AI. We build them in AI agents./ AI Agents & Chatbots
AI crawlers (OAI-SearchBot, GPTBot, Google-Extended)
Bots that AI companies use to read the web, some to search and cite, others to train models. Blocking GPTBot does not remove you from ChatGPT search, but blocking OAI-SearchBot does, and Google-Extended has no effect on Search or AI Overviews. We review robots.txt and CDN settings in GEO and technical SEO./ Generative Engine Optimization (GEO)/ Technical SEO
AI Max for Search
An AI optimisation layer inside Google Ads Search campaigns, rather than a new campaign type, that adds search term matching, text customisation and final URL expansion. Campaigns using campaign-level broad match or automatically created assets were upgraded to it during September 2026, and Dynamic Search Ads are due to be sunset in February 2027. See Google Ads./ Google Ads Management
AI Mode
Google's conversational search experience, powered by Gemini, which handles complex questions and follow-ups. It has been available in Spanish in Spain since October 2025 as a separate option, while the classic results view remains the default. As of October 2026, ads in AI Mode are only being tested in the US; we optimise for it through AEO./ Answer Engine Optimization (AEO)
AI Overviews
AI-generated summaries that Google shows at the top of the results for some searches, with links to their sources. They reached Spain in March 2025, in Spanish and English. To be eligible, a page only needs to be indexed and able to show a snippet, with no extra requirements: the starting point of AEO./ Answer Engine Optimization (AEO)
Anchor text
The visible, clickable text of a link. It helps search engines and users understand what the destination page is about, so it should be descriptive and natural; a profile full of identical exact-match keyword anchors looks manipulative. We keep it natural in the links we earn through digital PR./ Digital PR & Link Building
Article 50 of the AI Act
Transparency duties that apply from 2 August 2026: chatbots and voice agents must disclose that they are AI, generative AI providers must mark outputs in a machine-readable way and deepfakes must be labelled. It does not require a label on all human-reviewed marketing copy. We build these rules into AI agents./ AI Agents & Chatbots
Attribution
How credit for a conversion is shared among the channels and ads a person interacted with beforehand, from last click to data-driven models. Every platform tends to claim the sale for itself, so its reports should be checked against your own analytics and incrementality tests. We handle it in analytics./ Analytics, First-Party Data & Server-Side Tracking

B

4 terms

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Brand voice
The personality with which a brand writes and speaks across every channel: vocabulary, rhythm, level of formality and what it would never say. Documented in a guide, it keeps people, languages and AI tools consistent. We define it in branding and apply it in social media./ Branding & Brand Identity/ Social Media Management
Branding
The process of defining and building a brand: purpose, positioning, name, visual identity, tone and experience. It is not just a logo but what makes people recognise, remember and choose you, including when an AI summarises your sector. We develop it through branding and brand identity./ Branding & Brand Identity
Buyer persona
A semi-fictional profile of your ideal customer based on real data and interviews: needs, objections, how they search and what makes them decide. It guides messaging, channels and content, and now also covers the questions they ask AI assistants. We build personas as part of digital strategy./ Digital Strategy & Fractional CMO

C

19 terms

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Canonical URL
The preferred version of a page when several URLs carry the same or very similar content, declared with the rel=canonical tag. Google treats it as a signal rather than a directive and may choose another if other signals conflict. Applied properly through technical SEO, it stops filters, parameters and duplicates from splitting your visibility./ Technical SEO
Chatbot
A program that holds text or voice conversations with users on a website, WhatsApp or other channels. Many now use generative AI, and since 2 August 2026 the EU AI Act requires users to be told they are talking to an AI unless it is obvious. We build chatbots in AI agents and for WhatsApp./ AI Agents & Chatbots/ WhatsApp AI Chatbot
ChatGPT Ads
Advertising inside ChatGPT, which has been serving in Spain since 24 August 2026, only to users on the Free and Go plans, and is contextual rather than personalised in the European Economic Area. The self-serve Ads Manager opened in beta to eligible European advertisers on 31 August 2026. We manage it in ChatGPT advertising./ ChatGPT Ads & AI Search Advertising (GEM)
Click-to-WhatsApp ads
Meta ads on Facebook or Instagram that open a WhatsApp chat with your business instead of sending people to a website. Under WhatsApp's pricing model, a conversation started this way opens a free 72-hour window. We run them in paid social and connect them to a WhatsApp AI chatbot that replies straight away./ Paid Social Advertising/ WhatsApp AI Chatbot
CLS (Cumulative Layout Shift)
The Core Web Vital that measures how much a page's elements shift unexpectedly while it loads, like a button that jumps just as you go to tap it. A good score is under 0.1. It is prevented by reserving space for images, ads and fonts from the web design stage./ Web Design
CMP (consent management platform)
The tool that displays the cookie banner, records each visitor's choice and passes it to tags such as GA4 and the Meta Pixel. A good CMP offers reject on the same layer as accept, keeps records of consent and integrates with Consent Mode v2. See analytics and tracking./ Analytics, First-Party Data & Server-Side Tracking
Cohort
A group of users or customers who share a characteristic within the same period, such as making their first purchase in March. Cohort analysis shows how their retention, repeat purchases and value change over time. In analytics we use it to judge whether growth is healthy./ Analytics, First-Party Data & Server-Side Tracking
Conversions API (CAPI)
Meta's connection for sending conversion events from your server or CRM alongside the Pixel, with deduplication, so measurement holds up despite blockers and browser restrictions. Meta offers a one-click version limited to web events; custom and offline events need a proper integration. We set it up in server-side tracking./ Analytics, First-Party Data & Server-Side Tracking
Core Web Vitals
The three metrics Google uses to measure a page's real-world loading, responsiveness and visual stability: LCP, INP and CLS. They are based on data from real users and form part of page experience. We improve them in technical SEO and at code level through web development./ Technical SEO/ Web Development
CPA (cost per acquisition)
The average cost of each conversion: ad spend divided by the sales, leads or bookings it generated. It is also a bid strategy, target CPA, in which Google Ads adjusts bids to get close to the figure you set. It is only as reliable as your conversion tracking./ Google Ads Management
CPC (cost per click)
The average amount you pay for each click on an ad: spend divided by clicks. In Google Ads it depends on your bid, the competition and the quality of the ad and landing page. A low CPC is worthless if those clicks do not convert, so we read it alongside CPA in Google Ads./ Google Ads Management
CPM (cost per mille)
The cost of showing an ad one thousand times, regardless of clicks. It is the usual benchmark on social, video, display and programmatic channels, where the goal is often reach or awareness. It helps compare the cost of reaching an audience in paid social and YouTube advertising./ Paid Social Advertising/ YouTube, CTV & Streaming Audio Ads
Crawling
The process by which search engine and AI bots, such as Googlebot, travel the web through links and sitemaps to discover pages. It is controlled with robots.txt and suffers from server errors, redirect chains and blocked resources. Without crawling there is no indexing; we audit it in technical SEO./ Technical SEO
CRM
Customer relationship management: the system that centralises a company's contacts, opportunities, conversations and sales. Connected to the website, WhatsApp and advertising, it shows which campaigns produce real customers rather than just form fills. We implement and integrate it through marketing automation and CRM./ Lifecycle Marketing, CRM & Automation
CRO (conversion rate optimisation)
Systematically increasing the share of visitors who take a valuable action, such as buying, booking or making an enquiry. It combines analytics, user research, hypotheses and A/B testing, so you get more from the traffic you already have. We apply it through conversion rate optimisation./ Conversion Rate Optimisation (CRO)
CTR (click-through rate)
The percentage of people who click after seeing an ad or organic result: clicks divided by impressions. It shows whether your message matches what people are looking for. We lift it with clearer titles and descriptions in SEO and stronger ads in Google Ads./ SEO/ Google Ads Management
CTV (connected TV)
Advertising in streaming apps and video platforms watched on internet-connected televisions, including YouTube on the big screen. It combines the impact of TV with digital targeting and measurement. We run it through YouTube, CTV and streaming audio ads with creative from video production./ YouTube, CTV & Streaming Audio Ads/ Video & Photo Production

D

2 terms

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Demand Gen
A Google Ads campaign type that builds demand with visual ads on YouTube (in-stream, in-feed and Shorts), Discover, Gmail, the Display Network and Maps, with channel-level controls. It replaced Video Action Campaigns and reaches people before they search. We run it in YouTube and video advertising./ YouTube, CTV & Streaming Audio Ads
Digital PR
Public relations built for the web: original data, stories and expert commentary that earn mentions and links from relevant media and websites. It builds authority for SEO and brand mentions that AI engines can find and cite. It is the clean route to earning links, and we run it through digital PR./ Digital PR & Link Building

E

5 terms

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E-E-A-T
Experience, Expertise, Authoritativeness and Trustworthiness: the framework Google uses in its search quality rater guidelines. It is not a single score or ranking factor, but a way of describing the reliable, first-hand content its systems aim to reward. We build it into your pages through content marketing./ Content Marketing & SEO Content
Enhanced conversions
A Google Ads feature that sends hashed user-provided data, such as an email address or phone number, to attribute web and lead conversions more accurately; both are now handled with a single setting. It requires consent and careful implementation, which we deliver in analytics and tracking for your Google Ads campaigns./ Analytics, First-Party Data & Server-Side Tracking/ Google Ads Management
Entity
A person, brand, place, product or concept that a search engine or AI model recognises as a distinct, well-defined thing, beyond keywords. The more consistent the information about your brand across your website, profiles and third-party mentions, the better it is recognised and cited. We strengthen your brand entity through GEO./ Generative Engine Optimization (GEO)
EU AI Act
Regulation (EU) 2024/1689, which governs artificial intelligence according to its level of risk. It entered into force on 1 August 2024 and applies in phases: prohibitions and AI literacy from February 2025 and transparency duties from 2 August 2026. Spain's supervisory authority is AESIA, and we factor the Act into every AI consulting project./ AI Marketing Strategy & Training
European Accessibility Act (EAA)
Directive (EU) 2019/882 on the accessibility of products and services, transposed in Spain by Ley 11/2023. Since 28 June 2025, ecommerce services aimed at consumers must be accessible, while micro-enterprises providing services are exempt. We build compliant shops through ecommerce and web accessibility./ Ecommerce Development & Growth/ UX/UI Design & Web Accessibility

F

4 terms

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Fine-tuning
Further training an existing AI model on your own examples so it adopts a specific style, format or task. It costs more than good prompting or RAG and is rarely the first step: it teaches behaviour rather than adding information that changes. We help you decide whether it is worth it in AI consulting./ AI Marketing Strategy & Training
First-party data
Data your company collects directly, with consent, from its customers and visitors: purchases, form submissions, website and CRM activity. It matters more because of consent rules and Safari and Firefox restrictions, not because Chrome has dropped third-party cookies, which it has kept. We put it to work through CRM and automation./ Lifecycle Marketing, CRM & Automation
Funnel
A model of the stages a customer moves through, from discovery to consideration and purchase, with fewer people at each step. It helps match message and channel to each stage and spot where people drop off. Real journeys are not linear, so we use it as a guide in digital strategy and CRO./ Digital Strategy & Fractional CMO/ Conversion Rate Optimisation (CRO)

G

9 terms

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GA4 (Google Analytics 4)
The current version of Google Analytics, built on events: every page view, click, form submission or purchase is recorded as an event with parameters. It measures journeys across web and app, but in the EU it needs consent for its cookies and a properly configured Consent Mode to keep the data useful. See analytics./ Analytics, First-Party Data & Server-Side Tracking
GDPR (General Data Protection Regulation)
Regulation (EU) 2016/679, which governs the processing of personal data in the EU and is complemented in Spain by the LOPDGDD. It requires a legal basis, clear information, data minimisation and respect for rights such as access and erasure; Spain's supervisory authority is the AEPD. We apply it to every form and to your analytics./ Analytics, First-Party Data & Server-Side Tracking
GEM (generative engine marketing)
Our label for paid visibility inside AI assistants and AI-powered search; it is not an industry standard or a platform product. As of October 2026, the only verified in-assistant ad channel in Spain is ChatGPT Ads: the Gemini app and Claude carry no ads, and Perplexity has wound its ads down. Read more about ChatGPT and AI search advertising./ ChatGPT Ads & AI Search Advertising (GEM)
GEO (generative engine optimisation)
Optimising content to earn visibility and citations in the answers generated by AI engines such as ChatGPT, Gemini, Perplexity, Claude and Copilot. The term comes from an academic paper presented at KDD 2024; it is not a platform standard and it builds on SEO. It sits at the heart of our GEO service./ Generative Engine Optimization (GEO)
Google Business Profile
The free listing that puts a business on Google Maps and in local results, with its category, opening hours, photos and reviews. Google also uses it as a source for its AI answers, so it pays to keep it complete and up to date. We manage it in local SEO alongside your online reputation./ Local SEO & Google Business Profile/ Online Reputation Management
Google Search Console
Google's free tool showing how it crawls, indexes and presents your site in Search: queries, clicks, impressions and errors. As of October 2026 it includes generative AI performance reports, with impressions in AI Overviews and AI Mode but no click data, plus a control to exclude your content from those features. We set it up in technical SEO and GEO./ Technical SEO/ Generative Engine Optimization (GEO)
Google tag gateway
A Google feature, formerly called first-party mode, that serves Google's measurement and advertising tags from the advertiser's own domain rather than from Google's domains. It has been generally available since May 2025, with integrations for Cloudflare and Google Cloud. It does not replace consent; we implement it in server-side tracking./ Analytics, First-Party Data & Server-Side Tracking
Green claims (EmpCo Directive)
Statements that present a product or brand as environmentally friendly. Directive (EU) 2024/825, applicable from 27 September 2026, bans generic claims such as 'eco' or 'sustainable' without recognised excellent environmental performance, as well as carbon-neutral claims based on offsetting. We review them in branding and content marketing./ Branding & Brand Identity/ Content Marketing & SEO Content
GTM (Google Tag Manager)
Google's free tag management system for adding and controlling a website's measurement and advertising tags, such as GA4, Google Ads and the Meta Pixel, from one interface without editing code each time. Its server-side version moves that logic to your own server. We implement it in analytics and tracking./ Analytics, First-Party Data & Server-Side Tracking

H

3 terms

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Hallucination
An AI answer that sounds convincing but is false or made up, such as a figure, quote or policy that does not exist. It is reduced by grounding the model in reliable sources, narrowing its scope and having people review what matters. In a business chatbot it is a real risk, which we control in AI agents./ AI Agents & Chatbots
Headless CMS
A content management system that separates editing from presentation: your team writes in a dashboard and the content is delivered by API to the website, app or other channels. It allows faster, more secure sites built with the framework of your choice, in exchange for more upfront development. We assess the fit in web development./ Web Development
hreflang
An attribute that tells Google which version of a page serves each language or country, so every user sees the right one. Annotations must be reciprocal across all versions and point to canonical, indexable URLs. It is essential for multilingual sites, and we implement it in every international SEO project./ International & Multilingual SEO

I

3 terms

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Incrementality
The conversions that would not have happened without a campaign, measured with experiments that compare a group exposed to the ads with one that is not, for example by geographic area. It answers the question attribution cannot: which sales advertising actually causes. We build it into your marketing measurement./ Marketing Measurement: MMM & Incrementality
Indexing
The step in which a search engine analyses a crawled page and stores it in its index so it can be shown. Not everything crawled is indexed: duplicate, low-value or noindex content stays out. Being indexed is also a requirement for appearing in AI Overviews, and we monitor it in technical SEO./ Technical SEO
INP (Interaction to Next Paint)
The Core Web Vital that measures how quickly a page responds visually to user interactions such as clicks and taps. It replaced FID on 12 March 2024, and a good score is under 200 milliseconds. It usually improves by reducing and breaking up JavaScript work, which we tackle in technical SEO./ Technical SEO

K

1 term

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Knowledge Graph
Google's knowledge base of entities and the relationships between them, such as a company, its founders, its location and its products, which powers the knowledge panels shown beside the results. Structured data, a complete business profile and consistent mentions help your brand be represented accurately. We work on it in SEO./ SEO

L

6 terms

A-Z ↑
Landing page
A page built for a single goal, usually the one that receives a campaign's traffic. It works when it delivers what the ad promised, loads fast, makes sense in seconds and asks for one clear action. We create landing pages in web design and improve them through CRO./ Web Design/ Conversion Rate Optimisation (CRO)
LCP (Largest Contentful Paint)
The Core Web Vital that measures how long the main visible element of a page, such as the hero image or headline, takes to appear. Google considers an LCP of 2.5 seconds or less good. Optimised images, good hosting and fewer render-blocking resources improve it; we build for it in web development./ Web Development
Lead scoring
A scoring system that ranks contacts by how likely they are to buy, combining their profile with their behaviour: pages viewed, emails opened or quote requests. It helps sales prioritise and lets advertising optimise towards quality leads. We set it up in your CRM through marketing automation./ Lifecycle Marketing, CRM & Automation
LLM (large language model)
An AI model trained on vast amounts of text to understand and generate language, such as the models behind ChatGPT, Gemini and Claude. It predicts text rather than checking facts, so it can be wrong unless it is grounded in reliable sources. Our AI strategy and training helps teams use LLMs well./ AI Marketing Strategy & Training
llms.txt
A proposed text file that summarises a website's content for language models. Google has clarified that Search does not use it, so it neither helps nor harms rankings or visibility in AI Overviews. You can publish one for other systems, although no major AI engine has been confirmed to read it; we assess it in technical SEO./ Technical SEO
LSSI-CE (Spanish e-commerce law)
Spain's Ley 34/2002 on information society services and electronic commerce, which also governs cookies. It requires a legal notice with the company's details, clearly identified commercial communications and consent before sending promotional emails or texts, except to existing customers about similar products. We apply it in email and automation./ Lifecycle Marketing, CRM & Automation

M

2 terms

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Marketing automation
Using software to send the right message at the right moment without manual work: welcome emails, reminders, lead nurturing and alerts for the sales team. In Spain it must respect the LSSI and GDPR, with consent for commercial messages and an easy unsubscribe. It is the core of our marketing automation service./ Lifecycle Marketing, CRM & Automation
MMM (marketing mix modelling)
A statistical model that estimates how much each channel, online and offline, contributes to sales using weekly or monthly aggregated data, without relying on cookies or personal data. It guides budget allocation across channels and is calibrated with incrementality experiments. We apply it within marketing measurement./ Marketing Measurement: MMM & Incrementality

N

1 term

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NAP (name, address, phone)
A business's core contact details. They should match exactly across your website, your Google profile, directories and social profiles, because inconsistencies confuse search engines, maps and AI assistants about who you are and where you operate. We align them through local SEO./ Local SEO & Google Business Profile

P

4 terms

A-Z ↑
Performance Max
A Google Ads campaign type that uses AI to serve ads across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from a single campaign. Since 2025 it offers more control, including campaign-level negative keywords, a search terms report and channel reporting. Its results depend on the quality of your data and assets, which we prepare in Google Ads management./ Google Ads Management
PPC (pay per click)
An advertising model in which you pay each time someone clicks your ad, rather than for showing it. It is the standard model in Google Ads and Microsoft Advertising and one of the options on social platforms. We use it across Google Ads and paid social./ Google Ads Management/ Paid Social Advertising
Programmatic advertising
The automated buying of ad space across websites, apps, video, audio and connected TV through platforms that buy impression by impression, often in real-time auctions. It reaches specific audiences at scale, but you need to control where ads appear and respect consent. We plan it in YouTube, CTV and streaming audio ads./ YouTube, CTV & Streaming Audio Ads
Prompt
An instruction, or set of instructions, given to an AI model to get a result. A good prompt provides context, goal, format, tone and examples, and in a business it should be documented and versioned like any other process. We teach teams to write them in AI strategy and training./ AI Marketing Strategy & Training

Q

2 terms

A-Z ↑
Quality Score
A 1 to 10 diagnostic that Google Ads gives each keyword, based on expected click-through rate, ad relevance and landing page experience. It is not used directly in the auction, but it shows what to improve to pay less per click and appear higher. See Google Ads./ Google Ads Management
Query fan-out
The technique Google's AI search uses to split a question into several related queries, run them at once and combine the results into one answer. That is why covering a topic in depth matters; creating a page for every variation just to manipulate AI answers breaches Google's scaled content abuse policy. See GEO./ Generative Engine Optimization (GEO)

R

4 terms

A-Z ↑
RAG (retrieval-augmented generation)
A technique in which an AI first retrieves information from specific sources, such as your website, documents or catalogue, and writes its answer based on them. It reduces hallucinations and keeps answers current; Google applies the same principle to ground its AI answers in its index. We use it in AI agents./ AI Agents & Chatbots
Remarketing
Showing ads to people who have already visited your website, used your app or engaged with your brand. In the European Economic Area it requires consent: since March 2024, without valid consent signals Google does not allow remarketing audiences to be built. We set it up in Google Ads and paid social./ Google Ads Management/ Paid Social Advertising
ROAS (return on ad spend)
Revenue attributed to advertising divided by the amount spent on it. A ROAS of 4 means four euros of revenue for every euro of ads, before costs and margins, so it is not the same as profit. We use it as a bidding target in Google Ads and ecommerce./ Google Ads Management/ Ecommerce Development & Growth
Royal Decree 444/2024 (influencers)
Spanish regulation, in force since May 2024, that treats a creator as a user of special relevance when they combine at least €300,000 a year in income from the activity, one million followers on one platform or two million in total, and 24 videos a year. Below those thresholds, advertising must still be identified. See creators, UGC and social commerce./ Creators, UGC & Social Commerce

S

7 terms

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SEM (search engine marketing)
Paid advertising on search engines such as Google Ads and Microsoft Advertising, where you bid to appear for specific searches; some definitions also include SEO. It provides immediate, measurable visibility while organic search matures, and the two work best together. We run it through Google Ads management./ Google Ads Management
SEO (search engine optimisation)
The technical, content and authority work that earns a website a place in the organic results of Google and other search engines. It is also the foundation for appearing in Google's AI answers, which draw on its own search index. Explore our SEO services./ SEO
SERP (search engine results page)
The page a search engine shows after a query. On Google it is no longer a list of ten links but a mix of ads, AI Overviews, the local map pack, featured snippets, videos and products. That is why we study each SERP before deciding which page and format to build in SEO./ SEO
Server-side tagging
Sending measurement data first to a server you control and, from there, to tools such as GA4, Google Ads or Meta. It improves data quality, speed and control over what you share, but it does not replace consent. We pair it with Google tag gateway, which serves Google tags from your own domain, in server-side tracking./ Analytics, First-Party Data & Server-Side Tracking
Smart Bidding
Google Ads' automated bid strategies, such as target CPA, target ROAS and maximise conversions, which set a bid for every auction using signals like device, location and time. They learn from your conversion data, so incomplete or badly configured tracking sends them in the wrong direction. See Google Ads./ Google Ads Management
Static site
A website whose pages are generated in advance as HTML and served from a CDN, without querying a database on every visit. It is fast, secure and inexpensive to host, which helps Core Web Vitals and crawling. It can still have forms and editable content; we build static sites in web development./ Web Development
Structured data (schema)
Code, usually JSON-LD using the schema.org vocabulary, that states explicitly what a page is about: an organisation, a product, an article or an event. It still enables rich results, although Google stopped showing FAQ rich results on 7 May 2026, and it is not required for AI Overviews. See technical SEO./ Technical SEO

U

4 terms

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UGC (user-generated content)
Photos, videos and reviews created by customers or creators rather than the brand. It adds authenticity and works well in social ads, but when there is payment or a gift it is advertising and must be disclosed, and written usage rights should be secured. We produce and manage it in creators, UGC and social commerce./ Creators, UGC & Social Commerce
UI (user interface)
The visual and interactive layer of a website or app: typography, colour, buttons, forms and motion. Good UI makes the next step obvious, stays consistent through a design system and meets the contrast and focus requirements of accessibility. See UX/UI design./ UX/UI Design & Web Accessibility
UTM parameters
Tags added to the end of a URL, such as utm_source, utm_medium and utm_campaign, so analytics knows which campaign, channel and ad each visit came from. They should follow a shared naming convention and never contain personal data. We define your UTM conventions in analytics./ Analytics, First-Party Data & Server-Side Tracking
UX (user experience)
How a person experiences a digital product, from finding what they need to completing a task without friction. In UX/UI design we shape it through research, information architecture, prototypes and testing with real users. A clear, semantic site is also easier for AI agents that browse the web./ UX/UI Design & Web Accessibility

W

3 terms

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WCAG
Web Content Accessibility Guidelines: the W3C standard for making websites perceivable, operable, understandable and robust for everyone, including people with disabilities. Level AA is the usual benchmark, and the European standard EN 301 549 builds on it. We design to WCAG in UX/UI and accessibility./ UX/UI Design & Web Accessibility
WhatsApp Business Platform
Meta's official API for businesses to serve and sell on WhatsApp at scale. Since July 2025 it bills per template message, and Click-to-WhatsApp ads open a free 72-hour messaging window. Meta's rules allow a business to use AI for its own customer service, bookings and sales, for example through a WhatsApp AI chatbot./ WhatsApp AI Chatbot
Workflow
A sequence of steps that runs automatically when a trigger occurs, such as a form submission or an abandoned basket, combining conditions, delays and actions across tools. With AI it can classify messages or draft replies, always with human review where it matters. We design them in marketing automation./ Lifecycle Marketing, CRM & Automation

Z

1 term

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Zero-click search
A search that is resolved on the results page itself or inside an AI assistant, without the user visiting any website. AI Overviews and chatbots make it more common, so the goal shifts to making your brand part of the answer. We tackle it with AEO and GEO./ Answer Engine Optimization (AEO)/ Generative Engine Optimization (GEO)

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