Glossary

Learn what an insertion order is, which elements it should include, and why it matters for transparent, results driven digital advertising campaigns.

Discover what a line item is in digital advertising, how it works in campaigns, and why it matters for B2B and e‑commerce growth teams.

Website migration means making major structural or technical changes to a site while protecting SEO, traffic and conversions. Learn how it works and key steps.

Crawl budget is how much crawling search engines allocate to your site. Learn how it works, why it matters and how to optimise it for SEO growth.

A featured snippet is Google’s position zero result that shows a direct answer above organic listings. Learn how featured snippets work and why they matter.

Learn what retention rate is, how to calculate it, and why it is critical for B2B and e‑commerce growth, profitability and long term customer value.

Learn what significance means in business and marketing, how statistical significance works in experiments, and why it matters for confident decisions.

Cross sell is the tactic of offering complementary products or services to increase order value. Learn how to apply cross sell in e‑commerce and B2B.

Upsell is a sales technique that upgrades a customer to a higher value option. Learn how upsell increases order value and long term revenue in digital.

Freemium is a pricing model with a free tier and paid upgrades. Learn how freemium works, when to use it and how to turn free users into revenue.

Discover what churn rate is, how to calculate it and why it is crucial for B2B and e‑commerce growth, from customer churn to revenue and net churn.

ARR, or Annual Recurring Revenue, measures predictable yearly subscription income. Learn what ARR includes, how to calculate it, and why it matters.

MRR, or Monthly Recurring Revenue, tracks predictable monthly income from subscriptions. Learn how MRR is calculated and why it matters for growth.

A pillar page is a comprehensive hub page on one core topic that links to related subtopics, boosts topical authority and strengthens your SEO strategy.

Discover what the customer journey is, the key stages, touchpoints and metrics, and how to use it to drive smarter, more predictable growth.

Keyword cannibalisation happens when several pages compete for the same keyword. Learn what it is, why it hurts SEO, and how to fix it fast.

Short-tail keywords are broad 1–3 word search phrases with high volume and mixed intent. Learn how to use them in SEO and paid search for growth.

Learn what long-tail keywords are, why they convert better than broad terms, and how to use them in SEO and paid search for higher quality traffic.

Learn what a multivariate test is, how it differs from A/B testing and when to use it to optimise ads and landing pages for faster, data driven growth.

An A/B test compares two versions of a page, ad or element to see which performs better, helping digital teams make data-driven optimisation decisions.

Ad Quality Score is a key metric in Google Ads that affects your ad rank and cost per click. Learn what drives it and how to improve it for better ROI.

Learn what an analytics tool is, how it works and why it matters for B2B and e-commerce teams that want data driven, profitable growth.

Crawlability is how easily search engines access and scan your site. Learn how it works, what affects it, and how to improve crawlability for SEO growth.

Indexability is the ability of your pages to be stored in a search index and appear in results. Learn what affects it and how to fix common issues.

Discover what a CMS item is, how it structures your content in collections, and why it matters for SEO, scalability and digital growth teams.

Structured data is code that helps search engines understand your content and unlock rich results. Learn what it is, how it works and why it matters.

A payment provider processes online payments for your webshop or B2B site. Learn how it works, key features, and what matters when you scale.

Discover what a press release is, how it works and how to use it for PR, SEO and growth in B2B and e-commerce marketing.

A footer is the bottom section of a website with repeated, supporting information. Learn how a footer improves navigation, trust, SEO and conversions.

Conversion rate shows how many visitors turn into customers or leads. Learn the formula, why it matters and what really drives better performance.

Keyword volume is the average number of monthly searches for a term. Learn how to use keyword volume to prioritise SEO and paid search opportunities.

Learn what an LLM (large language model) is, how it works and how it can boost SEO, content and campaigns for modern B2B and e‑commerce teams.

Keyword Difficulty explained in clear language. Learn how tools calculate it, how to use it in your SEO strategy, and which keywords to target first.

Anchor text is the clickable text in a link that guides users and signals relevance to Google. Learn types, risks, and best practices for SEO impact.

Advantage+ is Meta’s AI driven ad suite that automates targeting, creatives and placements to scale Facebook and Instagram campaigns more efficiently.

Google My Business lets you control how your company appears on Google Search and Maps. Learn how to use it for more local visibility, calls and visits.

Learn what a content delivery network (CDN) is, how it speeds up your site in 2025, and when to use it to boost SEO, conversions and reliability.

Learn what a sprint is, how it works in agile and Scrum, and how focused work cycles help B2B and e‑commerce teams move faster with predictable growth.

Learn what an HTML5 banner is, how it works and why it outperforms static banners in modern display and programmatic advertising campaigns.

Return on Investment (ROI) shows how much profit you earn for every euro invested. Learn the formula, examples and how to use ROI for smarter growth.

Retargeting shows ads to people who already visited or engaged with your brand. Learn how retargeting works and how to use it for higher ROI.

A sitemap is a structured file that lists your key URLs for search engines. Learn how a sitemap improves crawling, indexing and SEO for growing sites.

Copywriting is persuasive writing that drives action across websites, ads and emails. Learn how strong copywriting turns traffic into leads and revenue.

Learn what a metadescription is, how it shows in Google results, and how to write strong snippets that boost clicks and support your SEO strategy.

Public Relations (PR) is the strategic management of brand reputation through earned communication. Learn how PR supports growth, trust and SEO.

Discover what an e-mail signature is, what to include, and how to use it as a simple but powerful branding and marketing asset for your business.

Learn what a .io domain is, why tech startups and B2B SaaS brands use it, and how it impacts SEO, branding and growth focused marketing.

API stands for application programming interface, a standard way for software systems to talk and share data. Learn how an API empowers modern growth teams.

AI Overview is an AI-generated answer box in search that reshapes SEO, clicks and visibility. Learn how it works and how to optimise your site for it.

Discover what an app store is, how it works, and how B2B and ecommerce teams can use app stores as a growth channel for acquisition and revenue.

A CMS lets you create and manage website content without code. Learn how a CMS works, key types, and how it impacts SEO, speed and growth.

A URL is the web address of a page or file. Learn how URL structure works, why it matters for SEO and analytics, and how to keep URLs clean and scalable.

Shopify is a hosted e-commerce platform for building and scaling online stores. Learn how Shopify works, its key features, and when it is the right fit.

Customer Relationship Management (CRM) centralises customer data, aligns sales and marketing, and drives predictable growth for B2B and e-commerce teams.

Responsive Search Ads let Google mix your headlines and descriptions to match each search. Learn how they work and how to use them for better results.

Scrum is an agile framework for managing complex work in short sprints. Learn how Scrum roles, events and artifacts help teams deliver and improve faster.

A metatitle is the HTML title tag that appears in search results. Learn how to write a strong metatitle that boosts SEO visibility and click through.

Href lang tags tell search engines which language and regional page version to serve, avoiding mix ups and boosting international SEO performance.

Discover what programmatic means in digital marketing, how it works with DSPs and SSPs, and why it matters for scalable B2B and e-commerce growth.

Rich media banners are interactive display ads with video, animation or dynamic content. Learn how they work and when to use them in your campaigns.

Growth marketing is a data driven, experiment led approach to grow acquisition and retention across your whole funnel in a predictable, scalable way.

Viewability shows how many ad impressions were actually viewable on screen. Learn how viewability is defined, measured, and used to optimise campaigns.

Discover what creatives in Meta are, how they impact ad performance, and how to design data driven assets that drive growth across Facebook and Instagram.

Next.js is a React-based framework for fast, SEO-friendly web apps. Learn how Next.js handles routing, rendering and APIs for e-commerce and B2B growth.

Performance marketing is a results-based approach where you pay for clear actions like clicks, leads, or sales. Learn how it drives predictable growth.

Linear TV is traditional scheduled television broadcasting. Learn how it works, how it differs from streaming, and when it still makes sense in your mix.

Customer Lifetime Value is the total long term revenue from a customer. Learn how to calculate it and use it to scale marketing profitably.

Learn what cost per 1000 impressions (CPM) means, how to calculate it, and how to use it to optimise awareness campaigns across channels.

Discover what brand awareness is, why it matters for B2B and e‑commerce growth, and how to measure and scale it with data driven digital marketing.

Discover what cost per click (CPC) means, how to calculate it and how to use it to scale profitable campaigns for e-commerce and B2B marketing.