The glossary.
97 terms from web, marketing, AI and software, without the jargon.
97 terms
Brand and design
- Branding
- The strategic process of creating a unique, recognizable identity: look, tone of voice and the emotions it evokes.
- Brand guidelines
- A brand's official rulebook: logo usage, colors, typography, imagery.
- Design system
- A library of reusable components and rules that keeps a digital product consistent.
- Visual identity
- A brand's full visual ecosystem: logo, palette, typefaces, shapes, photo style.
- Mockup
- A visual representation of a site or app before it is built.
- Monogram
- A logo made of one or more stylized initials.
- Naming
- Finding a memorable, legally available name for a company or product.
- Brand platform
- A document setting a brand's mission, values, promise and tone.
- Tone of voice
- How a brand expresses itself in writing and speech.
- Typography
- The choice and arrangement of typefaces; it gives text a personality.
Marketing and social media
- Call to action (CTA)
- A button or link inviting a specific action: book, buy, request a quote.
- Benchmark
- Analysing competitors and industry leaders to see what works.
- Editorial calendar
- A schedule of content to publish, by date and channel.
- Community management
- Running and moderating a brand's presence on social media.
- Online reputation
- A company's image online: reviews, mentions, search results.
- Engagement
- Audience interactions with content: likes, comments, shares, saves.
- Roadmap
- A dated action plan taking a project from idea to launch.
- Influencer marketing
- Working with content creators to reach their audience. In France, the partnership must be disclosed.
- KPI
- Key performance indicator: a figure that measures progress toward a goal.
- Lead
- A prospect who has shown interest and left their details.
- Persona
- A profile of an ideal customer, used to guide marketing and design.
- Reel
- Instagram and Facebook's short vertical video format.
- Conversion rate
- The share of visitors who complete the target action (purchase, lead, sign-up).
- Conversion funnel
- The steps that take a visitor from discovery to purchase.
Search: SEO, SEA, GEO
- AI Overviews
- AI-generated summaries shown above Google search results.
- Title tag
- A page's title as shown in Google; a key SEO factor.
- CPC
- Cost per click: the price paid each time an ad is clicked.
- CPL
- Cost per lead: the ad cost of one contact request.
- CTR
- Click-through rate: the share of people who click after seeing a link or ad.
- Structured data
- Code (schema.org) that describes a page's content to search engines and AI.
- Bidding
- The ad system where advertisers set what they'll pay for a click or conversion.
- Entity
- A clearly identifiable thing (brand, person, place) that engines link to facts.
- Google Business Profile
- The free listing that shows a business in Google Maps and local search.
- GEO
- Generative Engine Optimization: practices to be understood and cited by AI answer engines.
- Indexing
- A page being stored in a search engine's index, before it can be shown.
- Long tail
- Specific, low-volume searches that together bring qualified traffic.
- Internal linking
- Links between pages of the same site, guiding visitors and crawlers.
- Meta description
- A short page summary shown under its title in results.
- Keyword
- A word or phrase people search, targeted in SEO or SEA.
- Link building
- Earning links from reputable sites to strengthen a site's authority.
- Performance Max
- An automated Google Ads campaign type running across all Google networks.
- Quality Score
- Google Ads' rating of an ad's and page's relevance; it affects cost.
- Retargeting
- Ads shown to people who have already visited your site.
- ROAS
- Return on ad spend: revenue generated per €1 spent.
- SEA
- Search Engine Advertising: paid ads on search engines.
- SEO
- Search Engine Optimization: techniques to rank higher in unpaid results.
- Local SEO
- Optimizing for location-based searches (“near me”, city names).
- SERP
- Search Engine Results Page: a search engine's results page.
- Organic traffic
- Visitors coming from unpaid search results.
- Zero-click search
- A search where people get their answer without clicking any site.
Web and tech
- Accessibility
- Designing a site everyone can use, including people with disabilities (WCAG).
- API
- An interface that lets two pieces of software exchange data automatically.
- Sitemap (structure)
- The hierarchical map of a site's pages.
- Cache
- A temporary copy of files that speeds up later visits.
- CLS
- Cumulative Layout Shift: a measure of visual shifting while a page loads.
- CMS
- Content management system, like WordPress, to edit a site without coding.
- Core Web Vitals
- Google's three user-experience metrics: LCP, INP and CLS.
- DNS
- The internet's directory linking a domain name to a server address.
- Eco-design
- Designing digital services with a reduced environmental footprint.
- Hosting
- A service that stores a site's files and serves them online.
- HTML / CSS / JS
- The web's three languages: structure, styling and interactivity.
- HTTPS
- The secure, encrypted version of the web protocol, shown by a padlock.
- INP
- Interaction to Next Paint: measures how quickly a page responds to user input.
- Landing page
- A page designed for one goal, often tied to a campaign.
- LCP
- Largest Contentful Paint: time to render the largest visible element.
- Domain name
- A site's address, such as theherakles.com.
- Open Graph
- Tags that set the image and text shown when a link is shared on social media.
- Responsive
- A site that automatically adapts to every screen size.
- robots.txt
- A file telling crawlers what they may visit.
- Showcase site
- A site presenting a business and its services, without online sales.
- UI
- User interface: everything you see and click on.
- UX
- User experience: how easy and pleasant something is to use.
- WordPress
- The world's most used CMS, flexible and rich in plugins.
AI, software and automation
- AI agent
- A program that uses an AI model to complete multi-step tasks with tools.
- Automation
- Automatically running a sequence of rule-based tasks.
- CRM
- Customer relationship management software: contacts, conversations, sales.
- ERP
- Integrated software centralizing stock, purchasing, sales and accounting.
- Hallucination
- A false answer an AI states confidently.
- LLM
- Large language model, like Claude or GPT, trained to understand and produce text.
- Low-code
- Development combining visual tools with some code, faster than fully custom.
- Make
- A visual automation tool connecting hundreds of apps.
- MVP
- Minimum viable product: the first useful version of software, to learn fast.
- n8n
- An open-source automation tool, usable in the cloud or self-hosted.
- No-code
- Building apps without writing code, using visual tools.
- Prompt
- An instruction or question given to a generative AI.
- RAG
- Retrieval-Augmented Generation: the AI uses your documents to answer.
- SaaS
- Software used online by subscription, with no installation.
- Webhook
- An automatic message an app sends when an event happens.
- Workflow
- A chain of automated steps across several tools.
Data and legal
- Attribution
- The method that shares credit for a sale among contributing channels.
- Consent
- A person's free, informed agreement to the processing of their data.
- VAT franchise
- A French regime exempting small businesses from charging VAT below a revenue threshold.
- Legal notice
- Mandatory information about a site's publisher and host.
- GDPR
- The EU regulation governing the collection and use of personal data.
- ROI
- Return on investment: what an action earns relative to its cost.
- Bounce rate
- The share of visits that leave without interacting.
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