Glossary
Glossary: digital marketing, automation and outsourcing terms, in plain English
The terms you’ll see on this site and in proposals, explained in a sentence or two.
- AEO (answer engine optimisation)
- Writing clear answers to customers’ questions so search engines and voice assistants show your answer directly.
- Admin dashboard
- A screen where managers see and manage everything an app records, often with live charts.
- BPO (business process outsourcing)
- Handing routine work such as customer support or data entry to an outside team.
- CMS (content management system)
- Software, such as WordPress, that lets you edit your website’s text and images without code.
- Conversion
- When a website visitor does what you want: calls, fills a form or buys.
- CRM (customer relationship management)
- Software that keeps every customer’s details, conversations and deals in one place.
- Dedicated staff
- A full-time person who works only on your business, provided and managed by another company.
- Domain
- Your website’s address, such as cogniq.in.
- Employer of Record (EOR)
- A company that legally employs staff on your behalf and handles payroll and compliance, while they work for you. We call this payroll management.
- GEO (generative engine optimisation)
- Making your business easy for AI assistants such as ChatGPT, Gemini and Google’s AI answers to find, trust and recommend.
- Google Business Profile
- Your free business listing on Google Search and Maps, with address, hours, photos and reviews.
- Hosting
- The service that keeps your website online and available to visitors.
- KPI (key performance indicator)
- A number agreed in advance to measure whether work is going well, such as enquiries per month.
- KPO (knowledge process outsourcing)
- Handing work that needs analysis, such as research and reports, to an outside team.
- Landing page
- A web page built for one campaign, with one clear action for the visitor.
- LMS (learning management system)
- Software for running online courses: lessons, tests, students and payments.
- Migration
- Moving email, files or a website from one system to another without losing anything.
- PPC (pay-per-click)
- Online advertising where you pay each time someone clicks your ad, such as Google Ads.
- Process automation
- Using software to do repetitive steps, such as copying data or sending reminders, without a person doing them.
- SaaS (software as a service)
- Ready-made software you use online for a subscription, such as Google Workspace or Zoho.
- SEO (search engine optimisation)
- Improving your website so it ranks higher in Google search results.
- SSL
- The security certificate that puts the padlock in the browser bar and keeps visitors’ data private.
- Structured data
- Hidden labels on a web page that tell search engines and AI what the page is about.
- White-label
- A service made by one company and sold by another under its own brand.
- Workspace
- A set of business tools, such as email, calendar, file storage and chat, under one account, for example Google Workspace or Microsoft 365.