Growth Glossary

301 is a permanent redirect that preserves SEO value, while 302 is temporary and used for campaigns. Read more

404 is an error message displayed when the server cannot find the requested page, often caused by broken links. Read more

A/B testing is a method for comparing two versions of a page, ad or email to determine which performs best. Read more

AAARRR is an acronym for Awareness, Acquisition, Activation, Revenue, Retention and Referral describing the key stages of the customer journey. Read more

ABM is a B2B marketing strategy where campaigns are targeted at specific companies instead of broad audiences. Read more

Adwords was Google's former name for Google Ads, the platform for search, display and video advertising. Read more

AEO is the process of structuring content to become the preferred answer in AI-driven search engines and answer platforms. Read more

An AI Agent is an autonomous AI system that can plan, make decisions and execute tasks with minimal human guidance. Read more

AI bid optimization uses machine learning to adjust ad bids in real time based on hundreds of signals for maximum return. Read more

AI content generation means using artificial intelligence to create text, images and other marketing content with human quality assurance. Read more

AI crawlers are bots like GPTBot, PerplexityBot and ClaudeBot that index web content for AI search engines, unlike traditional search engine crawlers. Read more

AI marketing is marketing where artificial intelligence analyzes data, generates insights and executes tasks for faster cycles and better results. Read more

AI Overviews are Google's AI-generated summaries displayed at the top of search results for selected queries. Read more

An AI platform is a system that collects, analyzes and acts on data using artificial intelligence to automate and optimize marketing. Read more

AI Search Dominance is a framework for integrating SEO, GEO and SEM in a data-driven loop where each channel reinforces the others. Read more

AIO is the strategy for ensuring a brand is visible and correctly represented in AI systems like ChatGPT and Gemini. Read more

An API is a protocol that communicates information between two programs, systems or applications in a controlled way. Read more

ARPU measures the average revenue per active user during a given time period. Read more

Attribution is the process of evaluating and assigning value to the marketing channels that contributed to a conversion. Read more

CAC measures the total cost of acquiring a new customer, including marketing, sales and overhead. Read more

Churn rate measures the proportion of customers who leave during a given time period, particularly relevant for subscription-based services. Read more

Citation optimization is the process of structuring content so that AI search engines choose to cite and reference your brand in their answers. Read more

CPA is a payment model where the advertiser pays for specific conversions such as leads, registrations or transactions. Read more

CPC is a pricing model for digital advertising where the advertiser pays an amount each time someone clicks the ad. Read more

CPM is a payment model for digital advertising where you pay a fixed price per 1,000 impressions. Read more

CRM covers systems and strategies for managing customer relationships, collecting customer information and automating customer processes. Read more

CRO is the process of systematically optimizing a website or app to increase the proportion of visitors who convert. Read more

A CTA is a prompt on a webpage or advertisement designed to capture user attention and drive a specific action. Read more

E-E-A-T is Google's framework for assessing content quality based on experience, expertise, authoritativeness and trustworthiness. Read more

Email marketing involves sending targeted messages via email to build brand awareness, generate leads and drive conversions. Read more

Featured Snippets are selected text excerpts displayed at the top of Google search results as direct answers to queries. Read more

Google Analytics is Google's tool for analyzing visitor behavior on websites, including traffic sources, page views and conversions. Read more

GA4 is the latest version of Google Analytics with event-based measurement, multi-platform support and Cloud integration. Read more

GEO is about how content can be structured and optimized to be cited by AI-driven search services like ChatGPT and Perplexity. Read more

Growth Process is a structured, agile methodology with time-limited sprints where teams generate ideas, test experiments and analyze results. Read more

AI hallucination is when an AI model generates information that sounds plausible but is incorrect or fabricated. Read more

Human-in-the-loop is a model where a human reviews, approves and steers the AI system's decisions to ensure quality and strategic direction. Read more

Inbound Marketing focuses on attracting customers through valuable content instead of actively seeking them out. Read more

Knowledge Graph is Google's knowledge database that connects facts about people, places and things to provide richer search results. Read more

A landing page is the page a visitor reaches after clicking a link, designed to drive a specific conversion. Read more

An LLM is a large AI model trained on massive text datasets that can generate, summarize and analyze text. Read more

LTV measures the total value a customer generates throughout their entire relationship with your company. Read more

Marketing Automation covers automated workflows that deliver the right message to the right person at the right time via email, SMS and push. Read more

NLP is the AI technology that enables computers to understand, interpret and generate human language. Read more

North Star Metric is the single most important metric that best measures a company's long-term growth and customer value. Read more

PPC is a payment model for digital advertising where the advertiser pays each time someone clicks the ad. Read more

Prompt Engineering is the art of formulating instructions to AI models to get optimal and relevant responses. Read more

RAG is a technique where AI models retrieve external information before generating responses, increasing accuracy and relevance. Read more

ROAS measures the revenue generated per currency unit spent on advertising. Read more

ROI measures the return on investments including all structural costs, unlike ROAS which only measures ad spend. Read more

SaaS is a model where users subscribe to software as a service instead of purchasing licenses for local installation. Read more

SEM is advertising in search engines, primarily text ads and product ads displayed at the top of search results. Read more

Semantic authority measures how AI search engines assess a website's expertise and credibility within a specific topic area. Read more

SEO covers on-page content, technical elements and off-page backlinks to rank highly in search engines like Google. Read more

A spider is a search engine component that indexes the internet by crawling web pages and following links. Read more

Structured Data is standardized markup that helps search engines and AI systems understand the content on a web page. Read more

Topical authority is the authority a website builds by creating in-depth, interlinked content within a specific topic area. Read more

UTM is a code snippet appended to the end of a URL to track traffic sources to websites in tools like Google Analytics. Read more

A zero-click search is a search where the user gets their answer directly in the search results without clicking through to a website. Read more