Resources
Glossary
120 terms from web development, apps, AI, cloud, marketing, video and design, explained in plain language, with links to pages that go deeper.
A
- A/B test
- An experiment comparing two versions of a page, email or ad to see which performs better.Learn more about A/B test
- Accessibility(a11y)
- Designing websites and apps so people with disabilities can use them, typically measured against the WCAG guidelines.Learn more about Accessibility
- AEO
- Answer engine optimisation: structuring content so it can be used and cited in direct answers from search engines and AI assistants.Learn more about AEO
- AI agent
- An AI system that can plan steps and use tools, such as searching or updating records, to complete a task.Learn more about AI agent
- API(Application programming interface)
- An application programming interface: a defined way for software systems to exchange data and trigger actions.Learn more about API
- ASO
- App store optimisation: improving an app's visibility and conversion in the App Store and Google Play.Learn more about ASO
- Audit log
- A record of who did what and when in a system, used for security and compliance.Learn more about Audit log
- Authentication
- Verifying who a user is, for example with a password, single sign-on or a passkey.Learn more about Authentication
B
- B-roll
- Supplementary footage cut into a video to illustrate what's being said.Learn more about B-roll
- Backend
- The server side of an application: the logic, database and APIs that users don't see directly.Learn more about Backend
- Backlink
- A link from another website to yours, which search engines treat as a signal of trust and relevance.Learn more about Backlink
- Backup
- A copy of data or a system kept so it can be restored after mistakes, failures or attacks.Learn more about Backup
- Bleed
- Extra artwork beyond the trim edge of a printed piece, so no white edges appear after cutting.Learn more about Bleed
- Brand guidelines
- Documented rules for using a brand's logo, colours, typography, imagery and voice.Learn more about Brand guidelines
C
- Canonical URL
- The preferred version of a page, signalled to search engines when similar or duplicate pages exist.Learn more about Canonical URL
- CDN(Content delivery network)
- A content delivery network that serves files from servers close to visitors, making sites faster.Learn more about CDN
- CI/CD
- Continuous integration and continuous delivery: automatically testing and deploying code changes through a pipeline.Learn more about CI/CD
- Closed captions
- Text versions of a video's speech and important sounds that viewers can turn on or off.Learn more about Closed captions
- Cloud hosting
- Running websites and applications on infrastructure provided by cloud companies such as AWS, Google Cloud or Azure.Learn more about Cloud hosting
- CMS(Content management system)
- Software that lets non-developers create and edit website content, such as WordPress, Webflow or a headless CMS.Learn more about CMS
- Color grading
- Adjusting a video's colour and contrast to correct problems and create a consistent look or mood.Learn more about Color grading
- Consent mode
- A Google feature that adjusts how tags behave based on visitors' cookie choices.Learn more about Consent mode
- Context window
- The maximum amount of text an AI model can consider at once, including instructions, documents and conversation.Learn more about Context window
- Conversion rate
- The percentage of visitors who complete a desired action, such as buying or submitting a form.Learn more about Conversion rate
- Conversion tracking
- Recording valuable actions such as purchases or leads so their sources and costs can be measured.Learn more about Conversion tracking
- Core Web Vitals
- Google's set of metrics for real-world page experience: loading (LCP), responsiveness (INP) and visual stability (CLS).Learn more about Core Web Vitals
- CRM
- Customer relationship management software that tracks contacts, deals and interactions, such as HubSpot or Salesforce.Learn more about CRM
- CRO
- Conversion rate optimisation: increasing the share of visitors who take a desired action through research and testing.Learn more about CRO
- Cross-platform app
- An app built from one codebase that runs on several platforms, for example with React Native or Flutter.Learn more about Cross-platform app
D
- Data processing agreement(DPA)
- A contract setting out how a service provider processes personal data on behalf of another organisation.Learn more about Data processing agreement
- Database
- An organised store of data that applications read and write, such as PostgreSQL or MySQL.Learn more about Database
- Design system
- A set of reusable components, styles and rules that keeps a product's design consistent.Learn more about Design system
- Design tokens
- Named values for colours, spacing, typography and more, shared between design files and code.Learn more about Design tokens
- Dieline
- A template showing the cut and fold lines of packaging, used to place artwork correctly.Learn more about Dieline
- DNS(Domain Name System)
- The Domain Name System, which translates domain names into the server addresses computers use.Learn more about DNS
- Domain name
- The address people type to reach your website, rented annually from a domain registrar.
E
- Email automation
- Emails sent automatically in response to actions, such as a welcome series or abandoned cart reminder.Learn more about Email automation
- Embedding
- A numerical representation of text or other data that captures meaning, used to find similar content.Learn more about Embedding
- Encryption
- Encoding data so only authorised parties can read it, both in transit and at rest.Learn more about Encryption
- ERP
- Enterprise resource planning software that manages core business processes such as finance, inventory and orders.Learn more about ERP
F
- Fine-tuning
- Training an existing AI model further on examples so it behaves in a particular way or performs a specialised task better.Learn more about Fine-tuning
- Fixed-price quote
- A price agreed in advance for a defined scope of work.Learn more about Fixed-price quote
- Front end
- The part of a website or app that users see and interact with in the browser or on the device.Learn more about Front end
G
- GA4
- Google Analytics 4, Google's analytics platform built around events.Learn more about GA4
- GDPR(General Data Protection Regulation)
- The EU General Data Protection Regulation, which governs how organisations handle personal data.Learn more about GDPR
- GEO
- Generative engine optimisation: improving how a brand and its content appear in AI-generated answers.Learn more about GEO
- Google Business Profile
- Google's free listing for businesses, shown in Maps and local search results.Learn more about Google Business Profile
H
- Hallucination
- When an AI model produces information that sounds plausible but is incorrect or made up.Learn more about Hallucination
- Headless CMS
- A content management system that stores content and delivers it through an API to any front end, instead of rendering pages itself.Learn more about Headless CMS
- Hreflang
- An HTML attribute that tells search engines which language or regional version of a page to show to which users.Learn more about Hreflang
I
- Impressum
- A legal notice with company details that many commercial websites aimed at Germany and Austria must publish.Learn more about Impressum
- Infrastructure as code
- Defining servers, networks and services in configuration files so environments can be created and changed reliably.Learn more about Infrastructure as code
L
- Landing page
- A single page built for one goal, such as collecting leads or selling one offer, usually linked from ads or campaigns.Learn more about Landing page
- Large language model(LLM)
- An AI model trained on large amounts of text that can understand and generate language, used in chatbots and assistants.Learn more about Large language model
- Lazy loading
- Loading images or other content only when they're about to appear on screen, which speeds up initial page loads.Learn more about Lazy loading
- Lead magnet
- A free resource, such as a guide or checklist, offered in exchange for contact details.Learn more about Lead magnet
- Legacy system
- Older software that is still in use but hard to maintain, change or integrate.Learn more about Legacy system
- Local SEO
- Optimising a business's online presence to appear in map results and local searches.Learn more about Local SEO
- Localisation
- Adapting content, formats and examples for a specific market, beyond translating the language.Learn more about Localisation
- LOG footage
- Video recorded with a flat colour profile that preserves more detail for grading later.Learn more about LOG footage
- Lottie
- A file format for lightweight vector animations that play on websites and in apps.Learn more about Lottie
- Lower third
- A graphic in the lower part of the screen showing information such as a speaker's name and role.Learn more about Lower third
- LUFS
- Loudness units relative to full scale, the measure used to set consistent loudness for podcasts and broadcast.Learn more about LUFS
M
- Manifest V3
- The current platform specification for Chrome extensions, which changes how background code and permissions work.Learn more about Manifest V3
- Motion graphics
- Animated graphic design elements such as text, logos and icons used in video and interfaces.Learn more about Motion graphics
- Multi-tenancy
- An architecture where one application serves many customer organisations while keeping their data separate.Learn more about Multi-tenancy
- MVP(Minimum viable product)
- A minimum viable product: the smallest version of a product that delivers real value to users and lets you learn whether the idea works.Learn more about MVP
N
- Native app
- An app built specifically for one platform, such as iOS in Swift or Android in Kotlin, with full access to device features.Learn more about Native app
- NDA(Non-disclosure agreement)
- A non-disclosure agreement that obliges parties to keep shared information confidential.Learn more about NDA
- Next.js
- A React framework for building fast websites and web applications with server rendering, static generation and routing built in.Learn more about Next.js
O
- OCR
- Optical character recognition: converting text in images or scanned documents into machine-readable text.Learn more about OCR
P
- Penetration test
- An authorised simulated attack by security specialists to find vulnerabilities in a system.Learn more about Penetration test
- PPC
- Pay-per-click advertising, where advertisers pay each time someone clicks an ad, as on Google Ads.Learn more about PPC
- Progressive web app(PWA)
- A web app that can be installed on devices, work offline and send notifications, while running in the browser.Learn more about Progressive web app
- Project brief
- A short document describing a project's goals, audience, scope and constraints for providers.Learn more about Project brief
- Prompt
- The instructions and context given to an AI model to produce a response.Learn more about Prompt
- Prototype
- An interactive model of a product used to test flows with users before development.Learn more about Prototype
Q
- QA testing
- Quality assurance testing: checking that software works as intended before and after release.Learn more about QA testing
R
- RAG
- Retrieval-augmented generation: giving an AI model relevant passages from your own documents when it answers, so responses are specific and current.Learn more about RAG
- React Native
- A framework for building iOS and Android apps from one JavaScript or TypeScript codebase using native components.Learn more about React Native
- Redirect (301)
- An instruction that permanently sends visitors and search engines from an old URL to a new one, preserving search value.Learn more about Redirect (301)
- Responsive design
- Design that adapts layouts to different screen sizes, from phones to large desktops.Learn more about Responsive design
- REST API
- A common style of web API that uses standard HTTP methods to work with resources such as users or orders.Learn more about REST API
- Retention
- How long viewers keep watching a video, a key signal for YouTube recommendations.Learn more about Retention
- ROAS
- Return on ad spend: revenue generated for each unit of currency spent on advertising.Learn more about ROAS
- Role-based access control(RBAC)
- Granting permissions to users based on their role, so each person sees and does only what they need.Learn more about Role-based access control
- Rough cut
- An early version of an edit that establishes structure and story before detailed polishing.Learn more about Rough cut
- Row Level Security(RLS)
- A database feature, used by PostgreSQL and Supabase, that limits which rows each user can read or change. Without it, a public key can expose a whole table.Learn more about Row Level Security
S
- SaaS
- Software as a service: software delivered over the internet on a subscription, rather than installed locally.Learn more about SaaS
- SEO
- Search engine optimization: improving a website so it appears more often and higher in unpaid search results.Learn more about SEO
- Server-side rendering(SSR)
- Generating a page's HTML on the server for each request, so content appears quickly and is easy for search engines to read.Learn more about Server-side rendering
- Shopify
- A hosted e-commerce platform for building and running online stores.Learn more about Shopify
- Single sign-on(SSO)
- Letting users log in to several applications with one account, often through their company identity provider.Learn more about Single sign-on
- Smart contract
- Code deployed on a blockchain that runs automatically according to its rules once conditions are met.Learn more about Smart contract
- SRT
- A widely supported plain-text subtitle file format with numbered, timed captions.Learn more about SRT
- SSL/TLS certificate
- A certificate that enables encrypted HTTPS connections between visitors and your website.Learn more about SSL/TLS certificate
- Staging environment
- A private copy of a website or app used to test changes before they go live.Learn more about Staging environment
- Static site
- A website whose pages are generated ahead of time and served as files, which makes it fast and secure.Learn more about Static site
- Structured data(Schema markup)
- Code, usually in JSON-LD format, that describes a page's content to search engines using the Schema.org vocabulary.Learn more about Structured data
T
- Technical debt
- The future cost created by shortcuts in software, which makes later changes slower and riskier.Learn more about Technical debt
- Technical SEO
- The part of SEO focused on crawling, indexing, speed, structured data and site architecture.Learn more about Technical SEO
- Token
- A unit of text, roughly a word fragment, that AI models process and that providers use to measure usage and pricing.Learn more about Token
- Two-factor authentication(2FA)
- Requiring a second proof of identity, such as a code from an app, in addition to a password.Learn more about Two-factor authentication
U
- UGC
- User-generated content: photos, videos or reviews created by customers or creators rather than the brand.Learn more about UGC
- UI design
- User interface design: the visual layout, typography, colour and components of a digital product.Learn more about UI design
- Unit economics
- The revenue and costs associated with a single customer or unit, used to judge profitability.Learn more about Unit economics
- Uptime monitoring
- Automatically checking that a website or service is available and alerting when it isn't.Learn more about Uptime monitoring
- UX design
- User experience design: research, structure and flows that make a product easy and pleasant to use.Learn more about UX design
V
- Vector database
- A database designed to store embeddings and quickly find the most similar items, commonly used in RAG systems.Learn more about Vector database
- Vector file
- An image defined by shapes rather than pixels, so it scales without losing quality, such as SVG or EPS.Learn more about Vector file
- Vibe coding
- Building software by describing it to an AI model in plain language and accepting the generated code largely without reviewing it. The term was popularised by Andrej Karpathy in February 2025.Learn more about Vibe coding
W
- WCAG(Web Content Accessibility Guidelines)
- The Web Content Accessibility Guidelines, the international standard for web accessibility, with conformance levels A, AA and AAA.Learn more about WCAG
- Web scraping
- Automatically collecting publicly available data from websites, subject to legal and ethical limits.Learn more about Web scraping
- Webflow
- A hosted visual website builder and CMS used for design-led marketing sites.Learn more about Webflow
- Webhook
- An automatic message one system sends to another when an event happens, such as a payment being completed.Learn more about Webhook
- White-label
- Work produced by one company and delivered under another company's brand.Learn more about White-label
- Wireframe
- A simple layout showing the structure of a screen before visual design.Learn more about Wireframe
- WooCommerce
- An open-source e-commerce plugin that turns a WordPress site into an online store.Learn more about WooCommerce
- WordPress
- Open-source content management software that powers a large share of websites, extended with themes and plugins.Learn more about WordPress
- Workflow automation
- Using software to run repetitive business steps automatically, such as moving data between apps.Learn more about Workflow automation
Frequently asked questions
Who writes these definitions?
The Gjethe team, in plain language. Each definition links to a page where we explain the topic in more depth.
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