Reference
Glossary
No buzzword soup. Just plain English definitions for all the tech jargon digital marketing people throw around.
ADA Compliance
(Americans with Disabilities Act Compliance)Making your website accessible to people with disabilities. Required by law for many businesses, and increasingly enforced through lawsuits.
Example: A website that can't be navigated with a keyboard is not ADA compliant.
API
(Application Programming Interface)A way for two pieces of software to talk to each other. When your calendar syncs with your email, they're using APIs.
Example: When you click 'Sign in with Google,' the website is using Google's API.
Bounce Rate
The percentage of visitors who leave your website after viewing only one page. A high bounce rate often means people aren't finding what they need.
Example: If 70% of people leave your homepage without clicking anything, your bounce rate is 70%.
Conversion Rate
The percentage of visitors who do what you want them to do-buy something, fill out a form, sign up for a newsletter, etc.
Example: If 100 people visit your page and 3 buy something, your conversion rate is 3%.
Core Web Vitals
Three specific measurements Google uses to judge how fast and user-friendly your website is: how quickly it loads, how quickly it responds to clicks, and how stable the layout is.
Example: If your page jumps around while loading (making you click the wrong button), that's a poor Core Web Vital score.
CRM
(Customer Relationship Management)Software that stores information about your customers and leads. It's your digital Rolodex, but it also tracks emails, calls, and deals.
Example: Salesforce, HubSpot, and Pipedrive are popular CRMs.
Data Sovereignty
You control your data. It lives in systems you own or have direct access to. If a vendor disappears tomorrow, you still have everything.
Example: If your CRM vendor goes bankrupt and you can export all your data to use elsewhere-that's data sovereignty.
Entity
(Entity (in AI/Knowledge Graphs))A distinct person, place, company, or thing that AI systems recognize as unique. When AI confuses you with someone else, it's an entity confusion problem.
Example: Steve Cohen (Mets owner), Steve Cohen (magician), and S. Matthew Cohen (that's me) are three different entities that AI often confuses.
GEO
(Generative Engine Optimization)Making sure AI search engines (like ChatGPT, Perplexity, and Gemini) know who you are and get the facts right. Traditional SEO is about Google rankings. GEO is about AI accuracy.
Example: When someone asks ChatGPT about your company and it gives the wrong founder name, that's a GEO problem.
Google Business Profile
(Google Business Profile (formerly Google My Business))Your free business listing on Google. It's what appears when people search for your business on Google or Google Maps-your address, hours, reviews, and photos.
Example: When you search for a restaurant and see their hours and reviews on the right side of Google, that's their Google Business Profile.
Hallucination
(AI Hallucination)When an AI confidently states something that isn't true. It's not lying-it genuinely thinks it's correct. It just made it up based on patterns in its training data.
Example: ChatGPT saying your company was founded in 2015 when it was actually 2010 is a hallucination.
Knowledge Graph
A database that stores facts about entities and how they relate to each other. Google has one. AI models are trained on similar structures. It's how they 'know' things.
Example: Google's Knowledge Graph is why searching 'Barack Obama' shows his birthday, spouse, and presidency dates in a box.
Lead Enrichment
Adding more information to a basic lead (like just a name and email) to make it more useful-phone numbers, company info, social profiles, etc.
Example: Someone fills out your form with just an email. Lead enrichment adds their job title, company size, and LinkedIn profile.
LLM
(Large Language Model)The AI technology behind ChatGPT, Claude, Gemini, and similar tools. It predicts what words should come next based on patterns in massive amounts of text.
Example: ChatGPT, Claude, and Gemini are all LLMs.
Local Pack
(Google Local Pack / Map Pack)The box of three local businesses that appears at the top of Google search results with a map. Getting into this box means dramatically more visibility.
Example: Search 'plumber near me' and the three businesses shown on the map are in the Local Pack.
RevOps
(Revenue Operations)The systems, processes, and data flows that connect your sales, marketing, and customer service teams. It's the plumbing that makes a business actually work.
Example: When a lead fills out your website form and automatically gets added to your CRM with the right tags-that's RevOps.
Schema Markup
(Schema Markup / Structured Data)Special code you add to your website that tells search engines exactly what your content means. It's like labeling your content so robots can understand it.
Example: Schema markup tells Google that '555-1234' is a phone number, not just random text.
SEO
(Search Engine Optimization)Making your website show up higher in Google search results. This includes the words on your pages, how fast your site loads, and how many other sites link to you.
Example: If you search 'pizza near me' and a restaurant appears first, they probably have good SEO.
WCAG
(Web Content Accessibility Guidelines)International standards for making websites usable by people with disabilities. Following these guidelines also protects you from ADA lawsuits.
Example: WCAG requires that images have text descriptions so screen readers can describe them to blind users.
White-Label
A product or service you can rebrand as your own. We build it, you put your name on it.
Example: Our Shield Reporter product generates security reports with your company's logo, not ours.
Missing a term? Have a question?
smc@ingeniumvector.com