A/B testing
Comparing two versions of a page, message, or action to learn which one helps more people take the intended next step.
Phase 3 learning
Digital terms in plain language.
Clear definitions for the language behind websites, search, automation, and emerging AI tools.
Glossary
The Phase 3 glossary is a CMS-ready reference library. Every term can grow into an individual definition page, related articles, and practical examples.
Accessibility
Designing and building digital experiences so people with different abilities can understand, navigate, and use them.
AEO
Answer Engine Optimization: structuring useful, direct information so answer systems can identify and cite it.
AI agent
A software assistant that can use instructions, knowledge, and approved tools to complete a bounded task with defined human oversight.
Alt text
A concise text description of an image that helps screen-reader users understand its purpose and gives search systems useful context.
Analytics
The measurement of website and marketing behavior so a business can learn what people do and what needs attention.
API
Application Programming Interface: a documented way for software systems to exchange information or request an action.
Attribution
The method used to understand which touchpoints helped contribute to a call, lead, sale, or other meaningful result.
Bounce rate
A measure of sessions that end without a second page view or meaningful interaction, interpreted carefully alongside other context.
Browser cache
Stored website files that help a returning visitor load pages faster; stale cache settings can also make recent changes appear delayed.
Call to action
The clear next step a page asks a visitor to take, such as call, request a quote, schedule, download, or learn more.
Canonical URL
The preferred URL for a piece of content, used to reduce confusion when similar or duplicate pages can be reached in more than one way.
Citation
A mention of a business or source on another website, often including a name, address, phone number, or link.
CMS
Content Management System: software that lets approved users manage pages, articles, forms, media, and structured content without rebuilding templates.
Conversion rate
The percentage of visitors who complete a chosen action, such as submitting a form, calling, booking, or making a purchase.
Core Web Vitals
Google performance and user-experience signals related to loading, responsiveness, and visual stability.
CRM
Customer Relationship Management system: software used to organize contacts, conversations, opportunities, and follow-up.
Customer journey
The sequence of questions, touchpoints, and decisions a person moves through before and after becoming a customer.
Dashboard
A focused visual view of selected business measures that helps a team recognize change and decide what to do next.
DNS
Domain Name System: the records that direct a domain name to services such as a website, email provider, or verification tool.
Domain name
The human-readable web address a business owns, such as example.com.
E-E-A-T
Experience, Expertise, Authoritativeness, and Trustworthiness: a helpful framework for making content and its sources more credible.
Email deliverability
The ability of legitimate email to reach an inbox rather than being filtered, blocked, or routed to spam.
Entity
A recognizable person, place, organization, product, or concept that search systems can identify and relate to other information.
FAQ schema
Structured data that marks question-and-answer content so search systems can more reliably interpret the page.
GA4
Google Analytics 4: a version of Google analytics used to measure website events, visits, conversions, and audiences.
GEO
Generative Engine Optimization: making a brand, its expertise, and its content clear enough to be represented accurately in generative search experiences.
Google Business Profile
A business listing managed in Google that can show hours, location, services, reviews, posts, and local search information.
Google Search Console
Google’s tool for monitoring search visibility, page indexing, site issues, and the queries that lead people to a website.
Heading hierarchy
The logical order of page headings, from the primary page subject through supporting sections, that helps people and systems scan content.
Honeypot
A hidden form field used to identify many automated spam submissions without creating extra friction for genuine visitors.
Indexing
The process by which a search engine stores and makes a page eligible to appear in its results.
Keyword intent
The likely goal behind a search query, such as learning, comparing, finding a local provider, or taking an immediate action.
Knowledge base
An organized library of useful answers, how-tos, and reference material for customers, staff, or both.
Landing page
A focused page designed around one campaign, offer, audience, or next action.
Lead magnet
A useful resource offered in exchange for contact information, such as a guide, checklist, assessment, or template.
Local pack
The set of local business results often displayed in Google Search with a map, ratings, categories, and contact information.
Local entity signals
Consistent information that helps people and search systems understand a business’s name, category, location, and relationship to a community.
Marketing automation
A connected set of rules and tools that trigger useful messages, updates, tasks, or follow-up based on a customer action.
Meta description
A short page summary that may appear in search results and should help a person decide whether the page is relevant.
NAP consistency
Keeping a business name, address, and phone number consistent across listings, directories, and important online references.
Organic traffic
Visitors who arrive from unpaid search results rather than advertising placements.
PPC
Pay-Per-Click advertising: a model in which a business pays when someone clicks an ad, usually with separate media and management costs.
Redirect
A server instruction that sends a visitor and search engine from one URL to another, usually when content has moved.
Responsive design
A website approach that adapts layout, type, navigation, and touch targets across phones, tablets, and larger screens.
Robots.txt
A file that gives crawl guidance to automated visitors and identifies the location of a sitemap.
Schema markup
Structured information added to a page to help search systems understand its organization, people, products, events, FAQs, or services.
Search intent
The underlying reason someone performs a search and the kind of answer or action they expect next.
SERP
Search Engine Results Page: the collection of organic results, ads, local listings, and other search features shown after a query.
Sitemap
A file that lists the intended public URLs of a website so search systems can discover and understand the site structure.
Social proof
Evidence that other people or organizations trust a business, such as reviews, testimonials, client work, credentials, and media mentions.
Technical SEO
The site architecture, crawl access, speed, structured data, index controls, and other foundation work that supports search visibility.
UTM parameter
A labeled piece of a URL used to identify a traffic source, campaign, or message in analytics reporting.
UX
User Experience: how easily a person can understand, use, and complete the intended task in a digital experience.
Webhook
An automated message from one system to another when a specific event happens, often used to connect workflows.
Zero-party data
Information a person intentionally shares with a business, such as preferences, goals, or declared interests.
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