Plain-English definitions of the social media, video, website, SEO, AI search, advertising and automation terms you'll hear.
Comparing two versions of an ad, page or email to see which performs better.
Google's AI-generated summaries at the top of some search results, citing web pages as sources.
Making a business easy for AI assistants to understand, trust and recommend. Also called GEO or AEO.
Structuring content to directly answer questions so search engines and AI assistants quote it.
Supplementary footage (work, space, details) cut over interviews or voiceover.
A 60–180 second story-driven video about who a business is and why it exists.
Customer relationship management software that stores leads, customers and interactions.
Streaming television advertising on apps and smart TVs, targetable by location and audience.
Unique phone numbers that record which marketing source produced a call.
A multi-image or multi-slide social post, often used for education and saves.
A listing of a business's name, address and phone on another website or directory.
A schedule of what will be posted, where and when.
A valuable action such as a call, form fill, booking or purchase.
Meta's server-side tracking that sends conversion events directly, improving ad optimization.
Google's speed and stability metrics: LCP, INP and CLS.
Ad spend divided by the number of leads generated.
Aerial video captured by a licensed (FAA Part 107) pilot.
A clearly defined thing, like a business, that search engines and AI understand through consistent facts across the web.
Optimizing for AI systems that generate answers, such as ChatGPT, Perplexity and Gemini.
Google's free business listing that appears in Maps and local search.
The first 1–3 seconds of a video designed to stop the scroll.
A focused page built for one offer and one action, usually for ad traffic.
Google's pay-per-lead ads with a Google Guaranteed or Screened badge.
Minimum viable product: the smallest version of a product that delivers its core value.
The three business listings shown with a map in Google local results.
Automation that instantly texts callers whose call went unanswered.
Matching business name, address and phone number everywhere online.
Google's AI-driven campaign type spanning Search, YouTube, Display, Maps and Gmail.
Tracking code that reports website actions back to an ad platform.
Instagram's short-form vertical video format.
Showing ads to people who already visited your site or engaged with your content.
Structured data code that tells search engines and AI what a page means.
A business that serves customers at their location and hides its address on Google.
Vertical videos under about 60 seconds: Reels, TikToks and YouTube Shorts.
TikTok ads that promote existing organic posts, keeping their engagement.
The time between a new inquiry and the first response.
Video of a person speaking to camera, usually an owner or expert.
User-generated content: authentic customer or creator-style content.
A recorded conversation published as video on YouTube plus audio platforms, cut into social clips.
A text file summarizing a website for AI systems, placed at the site root.
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