Name: Rachael DePatie Consulting & Design
Address: Langley, BC, CA
Telephone: +1-604-316-1489
Price range: $$

2

200 OK: 200 OK means the server successfully received and processed a request, directing the user to the destination.

3

301 Permanent Redirect: A 301 Permanent Redirect indicates a URL has moved permanently to a new location. The server directs the browser to the new URL.
302 Temporary Redirect: A 302 Temporary Redirect is an HTTP status code showing a requested URL has moved for a short time.

4

404 Not Found: A 404 Not Found error means the server cannot find the requested page. This happens if the page was deleted or never existed.
410 Gone: A 410 Gone status code indicates a page is permanently unavailable and will not return. Search engines should stop indexing it.

5

5XX Server Errors: 5XX Server Errors signify the server failed to fulfill a request. The error message should explain the problem and if it's temporary or permanent.

A

A/B Split Testing: A/B split testing experiments with two versions of content to see which performs better. Use it to understand audience preferences for your website, social channels, or ads.
A/B Test: A controlled experiment comparing two versions of an asset – ad creative, landing page, subject line – to see which performs better against a defined metric.
Above The Fold: "Above the fold" content is immediately visible when a page loads, before a user scrolls down.
Ad extensions: Ad extensions add extra details to Google Ads, like sitelinks or callouts. This additional information increases an ad's visibility and click-through rate.
Ad group: An ad group is a collection of ads created to target a common set of keywords.
Ad Manager: Ad Manager is Facebook's platform for creating, publishing, and monitoring ad campaigns.
Ad relevance: Ad relevance measures how closely paid search keywords align with your ad copy.
AEO: Answer Engine Optimization – optimizing content so LLMs and answer engines can directly extract and summarize your brand's information to satisfy user queries.
AI-powered search: AI-powered search describes any search results influenced by artificial intelligence, from conversational interfaces to traditional search ranking algorithms.
Attribution: The method used to credit which channels, campaigns, or touchpoints drove a conversion – first-touch, last-touch, or multi-touch models that shape how budget gets allocated.
Audience Segmentation: Splitting a contact list or market into smaller groups by behaviour, demographics, lifecycle stage, or intent – so messaging and offers can be tailored instead of generic.
Automation / Workflow: A rule-based sequence that runs across tools – triggered by a form submission, tag, status change, or schedule – to move data, send notifications, or update records without manual work.

B

B2B: B2B – 'business-to-business' – identifies companies that sell products or services directly to other businesses.
B2C: B2C – 'business-to-consumer' – identifies companies that sell products or services directly to individual customers.
Backlink: A backlink is an external link from another website that points to your site, signaling authority and relevance to search engines.
Banner Ad: A banner ad is a graphic or text advertisement on a webpage, designed to drive traffic to a website or landing page.
Bayesian: Bayesian statistics offers a framework to update the probability of a hypothesis as new data or evidence becomes available. It incorporates prior knowledge to quantify uncertainty and deliver a distribution of likely outcomes.
Bid: A bid is the maximum amount you offer to pay per click for a keyword in paid search advertising.
Bid Strategy: A bid strategy in Google Ads optimizes how you pay for clicks, conversions, or impressions to achieve specific campaign goals.
Bill-back: A cost paid through me to a third party (printer, photographer, trademark agent, ad platform) and invoiced at cost on your project, plus a coordination fee starting at 15% for the time spent sourcing, briefing, and managing the vendor.
Blackhat: Blackhat SEO refers to manipulative tactics that violate search engine guidelines, like keyword stuffing or buying links, to inflate rankings.
Bounce Rate: The percentage of visitors who land on a page and leave without taking another action – a signal that content, speed, or targeting may be off.
Brand Architecture: How a parent brand and its sub-brands, products, or projects relate to each other – branded house, house of brands, or hybrid – including naming and visual hierarchy rules.
Brand Guidelines: A reference document covering logo usage, colour, typography, voice, and application examples – so anyone touching the brand (designers, vendors, internal staff) produces consistent work.
Brand Identity: The visual and verbal system that represents a brand – logo, colour palette, typography, imagery, voice – built on top of underlying positioning.
Brand Positioning: The specific space a brand occupies in the market and in customers' minds – who it's for, what it stands for, and what makes it different from the alternatives.
Brand Strategy: The plan that defines positioning, audience, messaging, and personality before any visual design happens – the thinking that makes downstream identity and marketing work coherent.
Brand Voice: The consistent personality and tone a brand uses in writing – vocabulary, rhythm, formality, and point of view that should feel the same across a website, email, and a sales sheet.
Breadcrumbs: Breadcrumbs display a user's navigation path and hierarchical location within a website, often as a series of links at the top of a page.
Broken links: Broken links are hyperlinks that lead to non-existent or unavailable web pages, resulting in a frustrating experience for users and harming SEO.

C

CAC: Customer Acquisition Cost – the total cost required to acquire a new paying customer, including ads, software, and sales labor.
Campaign: A coordinated push with a defined goal, audience, message, timeline, and budget – running across one or more channels and measured against a specific outcome.
Canonical Tag/Rel=Canonical: A canonical tag tells search engines which version of a webpage is the preferred or original one, helping to prevent duplicate content issues across similar pages.
Causal impact: Causal impact measures whether a specific action or event directly caused a particular outcome, like increased revenue resulting from a marketing campaign.
Channel Mix: The combination of paid, owned, and earned channels used to reach an audience – chosen based on where that audience pays attention and what each channel does well.
CMS: A CMS – content management system – provides the platform and tools to easily create, edit, and manage website content, such as WordPress or Shopify.
Collateral: Printed and digital sales support material – brochures, feature sheets, sales decks, signage, business cards, presentation centre assets.
Content: Content is information, stories, or experiences delivered through various media – text, images, video – to engage an audience.
Content Categorisation: Content categorization organizes website pages into logical groups based on their purpose or topic, improving navigation and discoverability.
Content Pillar: A core theme that organizes a brand's content over time – everything published ladders back to a small set of pillars so the body of work feels coherent.
Conversion: A conversion occurs when a user completes a desired action on a website, whether it's making a purchase, filling out a form, or downloading an asset.
Conversion Funnel: The conversion funnel illustrates the stages a user navigates from initial awareness to completing a desired action, which businesses optimize to improve outcomes.
Conversion Rate: The percentage of people who take a defined action (book a call, register, download, buy) out of the total who had the chance to.
Cookies: Cookies are small data files stored on a user's device by websites to remember information and track activity, enabling personalized experiences and targeted advertising.
Copy: Copy is written material designed to persuade an audience, often to purchase a product, engage with a service, or build brand recognition.
Copywriting: Copywriting is the strategic process of crafting written content for marketing and advertising, often optimized for search engines using relevant keywords and structure.
Core Web Vitals (CWV): Core Web Vitals are a set of metrics from Google that assess a website's user experience based on loading speed, interactivity, and visual stability.
CPA: Cost Per Acquisition – the price paid to acquire a single lead or sale specifically through a defined marketing campaign.
CPC: CPC – Cost Per Click – is the price an advertiser pays each time a user clicks on their advertisement.
CPL: CPL – Cost Per Lead – measures the expense to acquire a single lead through a marketing campaign.
CPM: Cost Per Mille – the cost per 1,000 ad impressions, the standard metric used to gauge brand awareness and visibility.
Crawler: Crawler – also known as a bot, spider, or user-agent – discovers and indexes web content by following links. Search engines use crawlers to evaluate content relevance and trustworthiness.
Creative Brief: A short document that aligns a team on objective, audience, message, tone, mandatories, and success criteria before creative work begins.
CRM: Customer Relationship Management software – the database that stores leads, contacts, and deal stages, and supports follow-up, segmentation, and reporting.
CRO: Conversion Rate Optimization – the systematic work of improving the percentage of visitors who complete a desired action, through testing copy, layout, flow, and offer.
CSS: CSS – Cascading Style Sheet – defines the visual presentation of web content. It controls elements like font styles, colors, and page layouts.
CTA: Call To Action – the specific next step a piece of content asks someone to take, like 'Book a tour', 'Register interest', or 'Download the floorplan'.
CTR: CTR – Click-Through Rate – indicates the percentage of users who clicked on a specific link compared to the total number who viewed it.
Customer Data Platforms: Customer Data Platforms (CDP) unify customer data from various sources into a single, real-time database. CDPs enhance audience segmentation, personalization, and analytics with accurate, deduplicated records.
Customer Journey: The full path someone takes from first hearing about a brand through purchase and beyond – mapped as stages and touchpoints so gaps and friction can be fixed.

D

Data Management Platforms: Data Management Platforms (DMP) collect and organize customer and third-party data to create audience segments. These segments enable precise ad targeting across multiple digital channels.
Digital Garage: Digital Garage is a free online platform providing educational resources on digital skills and Google tools.
Digital Marketing: Digital marketing encompasses all marketing efforts using digital devices and channels like search engines, social media, and email. It leverages analytics to monitor campaign performance.
Digital PR: Digital PR builds brand visibility and credibility through online campaigns and expert-authored content. It often involves collaborating with journalists from authoritative websites.
Discovery: The first phase of a project – interviews, audits, and workshops to understand the business, audience, and goals before any strategy or design work begins.
Display Advertising: Display advertising uses visual formats like banners distributed across a display network. These ads appear on third-party websites and applications.
Display Network: A display network is a platform that delivers and exhibits digital advertisements across various websites and apps.
Drip Marketing: A strategy that sends pre-written, automated messages – usually email or SMS – to customers over time, triggered by specific actions or schedules. Used to nurture leads, recover abandoned carts, onboard new users, and keep a brand top-of-mind without manual effort.

E

E-E-A-T: E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are Google's quality criteria to evaluate content credibility, outlined in its Search Quality Rater Guidelines.
Earned Media: Earned media refers to content placement on third-party platforms secured through promotional efforts. This can include organic mentions or placements resulting from paid campaigns.
Ecommerce: Ecommerce – or electronic commerce – describes businesses that sell products or services online. This includes online retailers selling directly to consumers.
Econometrics: Econometrics applies statistical methods, like Marketing Mix Modeling, to analyze and forecast marketing performance. It uses techniques such as linear regression to understand how marketing spend impacts outcomes like conversions.
Email Lifecycle: A series of triggered emails sent based on where someone is in their journey (registered, toured, purchased, lapsed) – separate from one-off broadcast campaigns.
Email Marketing: Email marketing uses electronic mail to promote a brand or product to targeted audiences.
Engagement Rate: How actively an audience interacts with content – likes, comments, shares, saves, clicks – usually expressed as a percentage of reach or followers.
Evergreen Content: Evergreen content remains relevant and fresh to a business's offerings over time. Examples include case studies and how-to guides that consistently engage users.

F

Facebook Advertising: Facebook Advertising allows businesses to promote their brand or products within the Facebook network. Unlike keyword-based platforms, it targets audiences using extensive demographic and interest data.
Facebook Audience Insights: Facebook Audience Insights is a tool for marketers to understand target audiences better. It provides aggregated demographic, geographic, and behavioral data on current and potential customers.
Facebook Business Page: A Facebook Business Page is a company's profile on the Facebook platform. Businesses use it to promote brands, products, and services to Facebook users.
Facebook Live: Facebook Live is a core feature enabling real-time video streaming for Facebook users.
Featured Snippet: A Featured Snippet is a search engine results box that directly answers a user's query. It appears at the top of the search page, aiming to provide immediate information.
FEO: Feed Engine Optimization – the strategy of optimizing videos and content for social media feeds, keeping algorithmic ranking, keyword targeting, and scrolling behavior in mind.
First Party Data: First-party data is information a business collects directly from its audience. This reliable data includes website actions, CRM details, and survey responses.

G

Generative engine optimisation (GEO): Generative Engine Optimization (GEO) makes websites visible in AI engine results, such as Google's AI Overviews. It mirrors SEO's goal of improving organic visibility, adapted for generative AI search.
GEO: Generative Engine Optimization – designing content so that AI-generated summaries, like Google's AI Overviews, cite your brand as a primary source.
Go-to-Market: The end-to-end plan for launching a product, project, or brand into market – positioning, channels, pricing, timing, sales enablement, and launch activities.
Google Ads: Google Ads is Google's online advertising platform. It enables marketers to reach consumers through search results pages and its extensive display network.
Google Algorithm: The Google algorithm determines website ranking in search results to deliver relevant, trustworthy information. Google updates it frequently on an undisclosed schedule.
Google Algorithm Update: Google regularly updates its algorithm to improve search relevance and trustworthiness. Past updates targeted spam (Panda, Penguin); recent ones focus on mobile experience, page speed, and E-E-A-T principles.
Google Analytics: Google Analytics is a free Google tool tracking website performance. It shows visitor numbers, traffic sources, page views, and other user behaviors. The current version is GA4.
Google Business Profile: Google Business Profile – formerly Google My Business – allows businesses to create a Google page with essential information such as name, website, and hours, enhancing visibility in search and map results.
Google Keyword Planner: Google Keyword Planner is a Google tool for researching keywords. It helps marketers identify target keywords for their search campaigns.
Google Search Console: Google Search Console helps website owners monitor their site's organic performance on Google Search. It offers insights for optimizing visibility and identifying issues.
GoogleBot: GoogleBot is Google's web crawler. It indexes web pages and assets, sending information to Google's search engine for display and ranking.
GTM: Google Tag Manager – a container system that lets marketers add, update, and manage tracking snippets (analytics, pixels, conversion events) on a website without touching code each time.

H

H1 Tag: The H1 tag is the primary heading on a webpage, typically the title. It signifies the most important content; subsequent headings (H2, H3) define sub-sections.
Hashtag: A hashtag uses the "#" symbol on social media to categorize content. It helps users discover content related to specific topics, from broad to niche.
Hourly: Time-and-materials billing – used for ongoing iterative work or advisory time where a fixed scope doesn't make sense.
Hreflang Tag: The hreflang tag informs Google about similar content available in multiple languages or regions. It prevents duplicate content issues and directs users to the correct language version.
HTML: HTML – HyperText Markup Language – is the code used to structure and format content on web pages.
HTTP Requests: HTTP requests – hypertext transfer protocol – allow browsers and websites to share information.
HTTPS: HTTP Secure (HTTPS) encrypts communications between a user’s browser and a website, protecting data with Transport Layer Security (TLS). Secure connections prevent cyberattacks and protect user information.
Hyperlink: A hyperlink is an HTML element linking one webpage to another. Clicking a highlighted word or image takes users to the linked destination.

I

Image optimisation: Image optimization ensures images load quickly without sacrificing quality, balancing file size and visual appeal for optimal webpage performance.
Impression: An impression counts each time content – such as a website listing or an advertisement – displays to a user.
Impression Share: Impression share measures the percentage of available ad views a company captures compared to the total possible views.
Impressions: The number of times a piece of content or ad was displayed on screen – a measure of exposure, not engagement or action.
Inbound links: Inbound links are external links from other websites that direct users back to your site.
Incrementality: Incrementality measures the direct impact of marketing efforts on revenue or key performance indicators. It isolates the true value of campaigns by comparing outcomes between groups exposed to marketing and control groups.
Information Architecture: The structure and labelling of a website's pages and navigation – how content is grouped, named, and connected so people can find what they need.
Instagram Advertising: Instagram advertising involves businesses paying to display their ads within the Instagram platform.
Instagram Stories: Instagram Stories are temporary, full-screen photo and video posts that disappear after 24 hours.
Instagram TV: Instagram TV allows users to upload and share long-form video content – up to an hour in length – that remains viewable indefinitely. Users can access Instagram TV through the main Instagram app or a dedicated IGTV app.

J

JavaScript: JavaScript is a programming language that creates interactive effects on webpages, commonly embedded within HTML code.

K

Keyword: Keywords are phrases or terms that people type into search engines. Companies use them to help target audiences find specific website content.
KPI: Key Performance Indicator – a measurable number tied to a business goal (registrations per week, cost per lead, occupancy rate) used to judge whether work is performing.

L

Landing Page: A standalone page built around a single audience and a single action – typically the destination for a paid campaign or specific offer.
Lead: A person who has shown enough interest to share contact information – registered for a project, booked a tour, downloaded a sheet, asked a question.
Lead Generation: Lead generation is the process of attracting and converting interest into new potential customers, driving future sales for a business.
Lift Studies/ Conversion Lift Studies: Lift studies measure a campaign’s effectiveness by comparing a group exposed to marketing with a control group not exposed. This analysis quantifies the marketing activity’s true impact.
Linear Regression: Linear regression is a statistical method used in marketing mix modeling to predict a marketing outcome based on various marketing inputs. It can account for delayed effects and diminishing returns.
Link Building: Link building is the process of acquiring hyperlinks from other websites to your own. This crucial SEO tactic improves organic search visibility and search engine rankings.
Link Equity/Link Juice: Link equity – also known as link juice – describes the authority a hyperlink passes from one page to another. Both internal and external links pass authority.
Local SEO: Search optimization focused on showing up for location-based queries – Google Business Profile, local citations, location pages, and reviews.
Long-Tail Keywords: Long-tail keywords are highly specific search queries with lower search volume. While less popular, they often indicate higher user intent, experience less competition, and convert exceptionally well.
Lookalike Audience: A targeting audience built by an ad platform from the patterns of an existing source list – used to find new prospects who resemble current customers or leads.

M

Marketing Automation: Marketing automation uses platforms to streamline repetitive marketing activities – like email campaigns or social media posts – improving efficiency and consistency for marketing teams.
Marketing Funnel: The marketing funnel visualizes the customer journey from initial awareness to becoming a paying customer. Stages often include awareness, interest, desire, and action.
MarTech: Marketing Technology – the stack of tools that captures, stores, segments, and acts on customer data (CRM, email platform, forms, analytics, automation, ad platforms).
Media Buying: Media buying is the process of purchasing advertising space across various platforms to deliver targeted messages. It ensures optimal exposure by selecting channels based on audience behavior and campaign goals.
Media Mix Modelling: Media mix modeling determines how different media channels contribute to marketing goals and optimizes budget allocation. It analyzes historical data on media spend and key performance indicators – like conversions – alongside other contextual factors.
Media Planning: Media planning is the strategic process of optimizing organic, earned, and paid media investments to reach a target audience. It uses data to develop a plan that maximizes media spend and impact across all channels.
Metadata: Metadata – data embedded in a webpage's code – tells search engines what the page is about. Title tags and meta descriptions are key metadata that help users understand search results.
Mobile Page Optimisation: Mobile page optimization ensures a website adapts and displays correctly across all screen sizes, from desktops to smartphones.
Mobile-first: Mobile-first prioritizes designing digital experiences for smartphones and tablets. This strategy recognizes that most users access the internet from mobile devices.
MQL: Marketing Qualified Lead – a prospective customer who has engaged with marketing materials and is deemed more likely to become a paying customer than a standard lead.
Multi-Channel Marketing: Multi-channel marketing uses a range of platforms – like websites, social media, and email – to connect with diverse audiences.

N

Nofollow/rel=”nofollow”: Nofollow, an HTML attribute, advises search engines not to pass authority through a link. It helps site owners control which links influence their search rankings.

O

Off-Page Optimisation: Off-page optimization improves a website's search engine ranking through external activities. These often include earning backlinks and engaging on social media or review sites.
On-Page Optimisation: On-page optimization involves making direct changes to a website's content and structure. This includes refining keywords, crafting meta descriptions, and improving overall content quality.
Organic Traffic: Organic traffic represents visitors who find your website through unpaid search engine results. This differs from direct traffic, where users type your URL or use a bookmark.
Owned Media: Owned media includes all digital channels a brand directly controls – like its website, blog, and social media profiles.

P

P Values: P-values indicate the probability that observed results are due to random chance, not a specific factor being tested. A lower p-value suggests the results are less likely to be random.
Package: A pre-defined bundle of services delivered for a fixed fee – useful when scope is known and repeatable, like a brand starter or launch sprint.
Page View: A page view occurs every time a user loads a specific page in their web browser.
Paid Media: Advertising you pay to distribute – Google, Meta, LinkedIn, programmatic, sponsored content – as opposed to organic reach from SEO, email, or owned social.
Performance Max (PMax): Performance Max (PMax) is an automated Google Ads campaign type. It uses machine learning to serve relevant ads across Google's network, aiming to maximize campaign goals.
Persona: A composite profile of a target customer – goals, pains, behaviours, objections, context – used to guide messaging, design, and channel decisions.
Pixel: A tracking snippet installed on a website that lets an ad platform record visits and conversions, build audiences, and measure campaign performance.
PPC: PPC, or Pay Per Click, is an online advertising model where advertisers pay each time a user clicks their ad. Platforms like Google Ads and Microsoft Advertising use this model.
Pre-sale: The phase of a real estate project where units are sold before construction completes – usually structured around registration, VIP, and public release tiers.
Presentation Centre: The physical sales space for a real estate development – signage, displays, materials boards, model suites, brochures, and the experience design that goes with them.
PRIZM Segments: A geodemographic segmentation system by Environics Analytics that classifies consumers into distinct lifestyle segments based on demographics, values, and behaviours. Used to target media, plan campaigns, and understand market composition by neighbourhood.
Product Detail Page: A Product Detail Page (PDP) provides comprehensive information about a single product. It includes descriptions, images, pricing, and reviews to help customers make purchasing decisions.
Product Listing Page: A Product Listing Page – PLP – displays a collection of products with key details, enabling customers to browse, compare, and filter items to find what they need.
Project: A fixed-scope, fixed-fee engagement with a defined start, end, and deliverable – billed in milestones rather than hours.
Project Sub-Brand: An identity built specifically for a single real estate development – name, logo, palette, and language – that lives under the developer's parent brand.
Publisher: A publisher owns digital space – like a website, app, or video platform – where advertisers can purchase ad placements.

Q

QR code: A QR code – Quick Response code – is a scannable barcode that encodes data, such as text or a URL.
Quality Score: Quality Score is Google's rating of ad quality, based on expected click-through rate, ad content relevance, and landing page experience.
Query: A query is the specific keyword or phrase a user types into a search engine to find information.

R

R-Squared: R-squared measures how well a statistical model's predictions align with actual data, with values ranging from 0 (no fit) to 1 (perfect fit).
Ranking Signals: Ranking signals are criteria search engines use to evaluate web pages and determine their positions in search results. These include content, technical structure, user engagement, and backlink profiles.
Rankings: Rankings refer to a website's position in search engine results for specific queries.
Reach: The number of unique people who saw a piece of content or ad – distinct from impressions, which count total displays.
Realtor Outreach: Coordinated outreach to the realtor community around a project – VIP events, sales sheets, agent kits, broker tours – to drive third-party sales activity.
Remarketing: Showing ads to people who already interacted with a brand – visited a page, watched a video, opened an email – to bring them back at a higher conversion rate.
Retainer: A recurring monthly engagement at a set fee covering a defined band of work – used for ongoing marketing, embedded fractional support, or always-on programs.
Rich Snippets: Rich snippets are enhanced search results on Google's SERP that display additional information like ratings, images, or product availability, often pulled from top-ranking pages.
ROAS: Return On Ad Spend – revenue generated per dollar of advertising, used to judge whether a paid campaign is paying for itself and at what multiple.
Robots.txt: A robots.txt file guides web crawlers, indicating which parts of a website they should or should not access for indexing.
ROI: Return On Investment – net gain from an activity divided by its cost, used to compare initiatives and decide where to put the next dollar.

S

Sales Funnel: The staged path from awareness to purchase – typically awareness, interest, consideration, intent, purchase – used to map where prospects are and what each stage needs.
Schema Markup/Schema.org: Schema markup adds structured data to website code, helping search engines better understand content. This improves how search engines display your information, like showing recipe details directly in search results.
SCO: Semantic Content Optimization – writing content that aligns with the context and intent behind user search queries, rather than just matching exact keywords.
Search Engine: A search engine is a software system that finds and identifies web content relevant to a user's specific query. Google and Bing are common examples.
Search Impression Share: Search impression share measures the percentage of times your ad was shown, compared to the total possible impressions it could have received.
Search Intent: Search intent is the underlying reason a user conducts a particular web search.
SEM: SEM – search engine marketing – is the umbrella term for all paid advertising efforts on search engines.
SEO: Search Engine Optimization – the work that helps a site rank in unpaid search results: content, structure, internal links, page speed, and backlinks.
SERPs: SERPs – search engine results pages – are the pages displayed by a search engine after a user enters a query.
Sessions: In web analytics, a session measures a user's continuous set of interactions on a website within a defined period, typically 30 minutes.
Site Navigation: Site navigation describes how users move between different pages within the same website using internal links.
Social Media Traffic: Social media traffic represents visitors who arrive at a website or app by clicking a link or ad from a social media platform, whether organic or paid.
Social Proof: Evidence that other people trust or use a brand – testimonials, reviews, case studies, logos, press, follower counts – used to lower buyer risk.
Sprint: A short, time-boxed block of focused work – often one to four weeks – with a defined goal and deliverable, used to make fast progress on a contained scope.
SSL Certificate: An SSL certificate is a digital certificate that authenticates a website and enables a secure, encrypted connection for data transfer.
Stakeholder: Anyone whose input, approval, or buy-in affects a project – founder, sales lead, partner, investor, sales agent – identified early so reviews and decisions don't stall the work.
Style Guide: A style guide is a document outlining brand personality, tone of voice, and grammatical rules for consistent content creation.

T

Target Audience: A target audience is a specific group of individuals who share characteristics and are most likely to be interested in and purchase a product or service.
Tech Stack: The set of platforms and tools a business runs on – CMS, CRM, email, analytics, automation, hosting – and how they connect to each other.
Technical SEO: Technical SEO helps search engines – and human users – better crawl, index, and render your website to improve organic search visibility.
Title Tag: A title tag is an HTML element that defines a webpage's title. It appears as the clickable headline on search engine results pages, informing users and search engines about the page content.
Top Of Funnel Marketing: Top of Funnel Marketing focuses on building brand awareness and generating initial interest among a broad audience. Tactics include social media, SEO, online ads, and expert-authored content.
Touchpoint: Any moment a person encounters the brand – ad, email, sign, sales call, presentation centre visit, website page – each one shaping perception and decision.
Tracking Cookie: Tracking cookies are small text files websites place on a user's browser, recording their browsing behavior. This data helps marketers understand user interests and target relevant audiences.
Triangulation: Triangulation combines multi-touch attribution (MTA), marketing mix modeling (MMM), and incrementality testing to provide a comprehensive view of marketing performance. This approach balances the strengths and limitations of each method for more informed decision-making.

U

URL: A URL – Uniform Resource Locator – is the unique address that identifies a specific webpage or resource on the internet.
User Engagement: User engagement measures how actively a visitor interacts with a website’s content, products, or services. This includes time on page, clicks, and conversion events.
User-Generated Content: User-generated content (UGC) is any form of content – like images, videos, or text – created and shared by a brand's audience rather than the brand itself. Examples include product reviews or social media posts.
UTM: Tracking parameters added to a URL (source, medium, campaign) so analytics can attribute traffic and conversions back to the specific ad, email, or post that sent it.
UX: User Experience – the end-to-end feel of interacting with a product or site: how easy, clear, fast, and satisfying it is to get something done.

V

Value Proposition: A clear statement of what a brand offers, who it's for, and why it's better than the alternatives – the core promise that everything else supports.
VEO: Voice Engine Optimization – optimizing content and website structures so they are easily discoverable and legible to voice assistants like Siri and Alexa.
Video Marketing: Video Marketing incorporates video content into advertising and promotional strategies. It can include product demonstrations, customer testimonials, livestreams, and video ads.
VIP Event: A private, invite-only event during a project launch – typically for registered prospects or top realtors – used to generate momentum before public sales begin.
Visits: Visits measure the total number of times users access a website, indicating user traffic. This metric helps assess site performance, especially when paired with conversion rates.

W

Wayfinding: The signage and environmental graphics system that helps people navigate a physical space – directional signs, room numbers, maps, and landmarks at a presentation centre or development.
Webinar: A webinar is an online seminar conducted over the internet. It serves to inform, educate, or promote to an audience interested in a specific topic, product, or service.
Website Analytics: Website analytics involves collecting, measuring, and analyzing web data to understand and optimize user behavior and overall website performance.
Wireframe: A low-fidelity layout of a webpage showing structure, hierarchy, and content blocks before any visual design is applied.

X

XML Sitemap: An XML sitemap lists all important web pages on your site. It guides search engines to effectively crawl and index your content.

Y

Youtube Advertising: YouTube advertising uses six ad formats, including skippable and non-skippable video, display, and bumper ads. These campaigns are managed via Google Ads.

Z

Zero-Click Searches: Zero-click searches display immediate answers directly on the search engine results page. Users find what they need without visiting a website.

Plain-language definitions for the work we do together.

Every term, mapped to a service.