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.
AEO
Answer Engine OptimisationShaping content so it is served directly as the answer - in the snippet, the voice assistant or the AI summary, rather than sitting in a list of links.
Agentic Workflow
The loop of perceiving, planning, acting and checking through which an AI agent works a task from start to finish on its own - rather than just answering a single input.
AI Agent
Software with a language model as its engine that completes tasks on its own - not a chat that answers, but a worker that delivers.
AI Bias
The systematic skew in AI outputs: models reproduce the distortions of their training data - and often amplify them.
AI Chatbot
A chatbot built on a language model: it understands freely worded questions instead of funnelling visitors through a click menu - and can qualify leads instead of merely answering.
AI Crawler
Automated bots AI providers use to read the web - block them in robots.txt and you become invisible to ChatGPT, Perplexity and the rest.
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.
Anchor text
The clickable text of a link - the small piece of language that tells readers and search engines what to expect on the target page.
API
Application Programming InterfaceThe interface through which software talks to software - and which decides whether your tools form one system or a collection of islands.
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.
Bounce Rate
The share of visits that leave without any interaction - a symptom of friction, not a verdict on your offer.
Brand Identity
All deliberately designed brand elements - positioning, tone of voice, logo, typography, colours, imagery. Identity isn't the logo.
Brand Voice
The constant character a brand speaks with - stance, word choice, rhythm and the things it would never say. The base on which tone of voice varies by channel.
Buyer persona
An evidenced profile of the person on the other side: what they decide, what they search for, and what they risk by choosing you.
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.
Churn Rate
Share of customers or revenue lost in a period. The one metric more marketing cannot repair.
Closed-Loop Feedback
Every critical response triggers a personal reply, not just a line in a dashboard. The loop only closes once the customer notices the change.
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 Audit
A systematic inventory of everything you have published: what performs, what has aged, what should go, and what deserves a second format.
Content Governance
The rules, ownership and sign-off steps behind who may publish what, and what every piece is checked against before it goes out.
Content Marketing
Strategic creation and distribution of valuable content to attract, retain and convert an audience - without primarily selling.
Content Repurposing
Turning one strong piece of content into many: repurposing translates a core piece into new formats and channels - instead of starting from zero every time.
Context window
The working memory of a language model: everything it can see at once in a single run. Whatever is not in there does not exist for the model.
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.
CRO
Conversion Rate OptimisationMake more of the visitors you already have: CRO systematically optimises pages and flows so that visits turn into enquiries, sign-ups or purchases.
CTR
Click-Through RateThe share of people who actually click after seeing a link, ad or search result - formula: clicks ÷ impressions.
Customer Effort Score
A question about effort rather than delight: how much work did this cost you? In service interactions the answer says more about repurchasing than satisfaction or stated willingness to recommend.
Customer Journey
The entire path a person travels from their first contact with your brand through to purchase and beyond - across all channels and touchpoints.
Customer segmentation
Grouping customers by attributes that genuinely change what you do: price, scope, channel, service level.
Design Token
A single brand value - a colour, a type size, a spacing step - stored as a named entry in a file rather than on page 12 of a PDF. Design tool, app and website all read the same value.
Domain Authority
The best-known SEO metric that Google does not even use: an estimate by tool vendor Moz of how strongly a domain competes in rankings.
Double Opt-in
Double Opt-in (DOI)The two-step sign-up process for email contacts: form entry plus a click on a confirmation link. Only then may you email - and only then is the contact genuinely worth something.
Drip Campaign
A fixed sequence of pre-written messages sent automatically at defined intervals - triggered by an event such as a sign-up.
E-E-A-T
Experience, Expertise, Authoritativeness, TrustGoogle's quality framework of Experience, Expertise, Authoritativeness and Trust - decisive for which sources search and AI systems believe.
Editorial Calendar
The binding schedule of which piece appears when and on which channel, and who has it ready by then.
Employee Advocacy
Employees share insights and content through their own profiles - giving the brand faces people trust more than the logo.
Evergreen Content
Content that does not age: evergreen content answers the questions your customers ask today - and will still be asking in two years.
Featured snippet
The highlighted answer box at the top of Google search - position zero, which turns your page into the answer before anyone clicks.
Fine-tuning
Training an existing language model further on your own examples, so it hits your tone and format without you explaining it on every request.
First-Party Data
Data you collect directly and with consent from your own contacts - through your website, your CRM, your forms - and that belongs to you alone, rather than being rented from platforms.
Gated Content
Content that only becomes visible after a form. The form brings addresses and, in the same move, costs everything the content would otherwise have earned: rankings, links, citations in AI answers.
GEO
Generative Engine OptimizationOptimising content so AI answer systems cite your brand as a source - not clicked, but mentioned.
Google Business Profile
The free listing that appears in Google Maps and the local search block - for location-bound enquiries, often the first page anyone sees of you.
ICP
Ideal Customer ProfileData-driven description of the ideal target company - industry, size, region, buying signals, budget. The basis of every B2B sales process.
Internal Linking
Links between the pages of your own website - the mechanism through which crawlers discover content, authority gets distributed and topic clusters become readable as a unit.
Landing Page
A page with exactly one goal: guiding visitors from a campaign towards a single action - no navigation, no distraction, no second message.
Lead Magnet
A concrete piece of value - a guide, a template, a calculator - traded for an email address. What separates it from merely good content: a lead magnet does not explain a problem, it finishes part of one.
Lead Nurturing
An automated series of useful messages that accompanies a prospect until they are ready to buy - instead of leaving them to their own devices after first contact.
Lead Qualification
The process that sorts raw enquiries into the ones that genuinely fit you and can buy - before sales invests any time.
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.
NAP consistency
Name, Address, PhoneName, address and phone number read identically everywhere - in the business profile, the legal notice, on the website and in every directory.
Net Promoter Score
Net Promoter ScoreOne question, one number from -100 to +100: how likely are you to recommend us? Useful as a trend, overrated as a benchmark.
Nurture Sequence
A defined series of messages and tasks with a trigger, a goal and an exit - built so that interest turns into a decision step by step.
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.
Programmatic SEO
Many pages from one system instead of one page per session: structured data, a template and a quality threshold.
Prompt Engineering
The craft of phrasing instructions to AI models so they reliably produce the desired result - rather than the first rough approximation.
RAG
Retrieval-Augmented GenerationAI answers with sources attached: RAG makes a language model look things up first and answer second - from your own documents, databases or the live web.
Retargeting
Advertising to people who have already visited your website: retargeting brings back visitors who left without enquiring or buying - as long as the technology underneath cooperates.
ROAS
Return on Ad SpendRatio of revenue to ad spend - formula: revenue ÷ ad spend. ROAS 3 = every euro of ads brings three of revenue.
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.
Share of Voice
Your share of the total attention in a market or topic - how much of the conversation, advertising and search presence goes to you rather than your competitors.
Social Proof
Evidence that others already trust you: testimonials, numbers, logos, genuine insights - trust built before the first conversation.
Social Selling
Selling through visibility and relationships in your own network: being present before the need becomes acute, instead of cold-messaging strangers from a list.
Speed to Lead
The time between an enquiry arriving and your first real response - one of the most underrated levers in sales.
Style Guide
The working document that captures how a brand writes and looks - voice attributes, example pairs, banned words, formatting rules. Done well, the text section fits into an AI prompt.
System prompt
The invisible job description of an AI: the system prompt sets role, rules and boundaries before the first user ever types a word.
TCO
Total Cost of OwnershipThe full cost of a solution over its entire life - not just the purchase price, but onboarding, running, maintenance and internal time added together.
Tone of Voice
How a brand speaks - word choice, sentence length, directness, humour. Captured in style guides so all content sounds consistent.
Topical Authority
A domain’s reputation for covering a subject area comprehensively and credibly - built through many interconnected pieces on the same field rather than scattered one-off articles.
These topics are your day-to-day?
We build marketing systems along exactly these disciplines - in strategy, execution and tech integration.
