Digital Marketing & AI Glossary
Plain-language definitions of the terms used in AI, SEO, digital marketing, and web development.
A
AI Chat Agent
An artificial intelligence programme that conducts text-based conversations with website visitors, answering questions, qualifying leads, and capturing contact information automatically.
A/B Testing
A method of comparing two versions of a webpage or element to determine which performs better based on a specific metric like conversion rate.
B
Bounce Rate
The percentage of visitors who leave a website after viewing only one page, without taking any further action.
C
Conversion Rate
The percentage of website visitors who complete a desired action, such as filling out a contact form, making a phone call, or starting a chat conversation.
CRM
Customer Relationship Management — software used to manage interactions with current and potential customers, track leads through the sales pipeline, and store customer data.
CRO
Conversion Rate Optimisation — the systematic process of increasing the percentage of website visitors who take a desired action.
CTR
Click-Through Rate — the percentage of people who click on a link (in search results, ads, or emails) out of the total who see it.
E
EEAT
Experience, Expertise, Authoritativeness, and Trustworthiness — Google's framework for evaluating content quality and credibility.
G
Google Business Profile
A free business listing on Google that appears in Maps and local search results, displaying your business information, reviews, photos, and posts.
K
Knowledge Base
A structured collection of information about your business — services, pricing, FAQs, policies — used to train AI agents and inform website content.
L
Lead Generation
The process of attracting and converting potential customers into leads — people who have expressed interest in your products or services.
Lead Nurturing
The process of building relationships with potential customers through targeted content and communications, guiding them toward a purchase decision.
Lead Qualification
The process of evaluating leads based on criteria such as budget, timeline, location, and need to determine their likelihood of becoming customers.
LLM
Large Language Model — an AI model trained on vast amounts of text data that can understand and generate human-like text, powering modern chatbots and AI agents.
Local SEO
Search engine optimisation strategies focused on improving visibility in local search results, particularly Google Maps and the local pack.
N
NAP Consistency
Name, Address, Phone number — ensuring these three pieces of business information are identical across all online listings and directories.
NLP
Natural Language Processing — a branch of AI that enables computers to understand, interpret, and generate human language.
P
Pillar Page
A comprehensive, authoritative page covering a broad topic in depth, serving as the central hub for a cluster of related content pages.
R
Responsive Design
A web design approach that ensures a website adapts and displays correctly on all devices and screen sizes, from mobile phones to desktop monitors.
S
Schema Markup
Structured data code added to a website that helps search engines understand the content and display rich results in search listings.
T
Topical Authority
A website's perceived expertise on a specific subject, built through comprehensive, interlinked content that covers a topic thoroughly.
V
Voice AI Agent
An AI system that handles phone calls using speech recognition and natural language understanding to converse with callers, capture information, and route calls.
W
WhatsApp Business API
An interface that allows businesses to integrate WhatsApp messaging into their systems, enabling automated messages, chatbots, and customer service at scale.
X
XML Sitemap
A file that lists all pages on a website, helping search engines discover and index content more efficiently.