Terms that matter in modern marketing practice.
A/B Testing
Split TestingA method of testing two variants against each other on real traffic to decide, data-based, which converts better - instead of guessing.
AI Overviews
Google AI Overviews / SGEGoogle's AI-generated answer box above the classic results - it answers the query directly and shifts visibility from links to cited sources.
Attribution
The assignment of a conversion to the marketing touchpoints that triggered it - the basis for knowing which channel earns the budget.
Backlinks
Link BuildingLinks from other websites to your own - a classic authority signal for search engines. For AI visibility, though, weaker than brand mentions.
Brand Identity
All deliberately designed brand elements - positioning, tone of voice, logo, typography, colours, imagery. Identity isn't the logo.
CAC
Customer Acquisition CostWhat it costs on average to win one paying customer - all marketing and sales costs divided by the number of new customers.
Cold Outreach
Active first contact with leads who haven't engaged yet - usually email or LinkedIn. Success depends on list quality, personalisation, domain reputation.
Content Marketing
Strategic creation and distribution of valuable content to attract, retain and convert an audience - without primarily selling.
Conversion Rate
Share of visitors who take a desired action. Realistic: 1-3% on B2B lead pages, 0.5-2% in e-commerce.
Core Web Vitals
Google's set of measurable performance metrics (LCP, INP, CLS) - a direct ranking factor and a lever for conversion at the same time.
CRM
Customer Relationship ManagementThe system and practice of keeping all contact, deal and history data in one place - the backbone of sales and customer care.
CTR
Click-Through RateThe share of people who actually click after seeing a link, ad or search result - formula: clicks ÷ impressions.
Lead Scoring
Method of ranking potential customers by readiness to buy - points for signals like company size, industry, behaviour, buying intent.
llms.txt
A standardised Markdown file at the domain root that tells AI crawlers, in clear structure, what a site covers - an emerging standard, but not currently a confirmed citation lever.
Local SEO
Optimisation for location-based searches ('... in Vienna', 'near me') - driven by the Google Business Profile, local signals and consistent location data.
LTV
Customer Lifetime ValueThe total contribution a customer brings over the entire relationship - the ceiling for what acquisition is allowed to cost.
Marketing Automation
Software-driven automation of recurring marketing and sales steps - email sequences, lead routing, scoring - triggered by behaviour instead of manual work.
Marketing Funnel
Model of the customer's path from first contact to purchase - drawn as a funnel: Awareness → Interest → Consideration → Decision → Retention.
MQL & SQL
Marketing- / Sales-Qualified LeadTwo maturity levels of a lead: the MQL fits the profile and shows interest, the SQL is confirmed sales-ready by the rep - the handoff line between marketing and sales.
Pillar Page
Topic ClusterContent architecture of one comprehensive main page (pillar) and many in-depth cluster posts that link to each other internally - the standard model for topical authority.
Positioning
The deliberately chosen place a brand occupies in the audience's mind - set apart from competitors, sharpened to one clear benefit.
Schema Markup
Structured data in HTML that explains to search engines and AI systems what the content means - prerequisite for rich results and GEO.
Search Intent
The real goal behind a query - to learn, compare, buy or navigate. Match the intent and you rank; miss it and you don't.
SEO
Search Engine OptimizationTechnical and content optimisation so a site ranks higher in search engines like Google - the foundation of digital visibility.
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