Digital Marketing & AI Glossary
Plain-language definitions of the terms used in AI, SEO, digital marketing, and web development.
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.
Bounce Rate
The percentage of visitors who leave a website after viewing only one page, without taking any further action.
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.
EEAT
Experience, Expertise, Authoritativeness, and Trustworthiness — Google's framework for evaluating content quality and credibility.
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.
Knowledge Base
A structured collection of information about your business — services, pricing, FAQs, policies — used to train AI agents and inform website content.
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.
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.
Pillar Page
A comprehensive, authoritative page covering a broad topic in depth, serving as the central hub for a cluster of related content pages.
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.
Schema Markup
Structured data code added to a website that helps search engines understand the content and display rich results in search listings.
Topical Authority
A website's perceived expertise on a specific subject, built through comprehensive, interlinked content that covers a topic thoroughly.
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.
WhatsApp Business API
An interface that allows businesses to integrate WhatsApp messaging into their systems, enabling automated messages, chatbots, and customer service at scale.
XML Sitemap
A file that lists all pages on a website, helping search engines discover and index content more efficiently.