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Digital Glossary
Plain-language definitions for the terms buyers use when planning a digital project.
Last updated: 2026-09-19 · Author: Konzept team
- AEO
- Answer engine optimisation is the practice of structuring useful, well-supported content so systems such as search assistants can understand it, extract answers, and cite the underlying page.
- SEO
- Search engine optimisation is the work of improving a website’s content, technical access, and reputation so search engines can understand pages and show them for relevant queries.
- Core Web Vitals
- Core Web Vitals are Google’s user-focused performance signals for loading, interaction, and visual stability, measured through LCP, INP, and CLS on real page visits.
- Headless CMS
- A headless CMS stores and manages content separately from the presentation layer, allowing the same content to reach websites, applications, kiosks, or other digital channels.
- Conversion rate
- Conversion rate is the percentage of defined visitors or users who complete a chosen action, such as submitting a form, requesting information, starting checkout, or buying.
- Retainer
- A retainer is an ongoing commercial arrangement where a client reserves a defined amount of time, capacity, or recurring work from a service provider each period.
- Discovery
- Discovery is the early project work used to understand goals, users, constraints, existing systems, risks, and success measures before the team commits to a detailed solution.
- Scope
- Scope defines the outcomes, features, content, integrations, responsibilities, and boundaries included in a project, together with items that are intentionally excluded from delivery and later planning.
- MVP
- A minimum viable product is the smallest usable version of a product that tests a meaningful assumption with real users while limiting initial cost, complexity, and delivery time.
- Design system
- A design system is a maintained collection of visual rules, reusable components, content guidance, and implementation patterns that helps teams create consistent digital interfaces across products and channels.
- Migration
- A website migration moves content, structure, technology, domains, or hosting from one setup to another while protecting useful URLs, data, functionality, and search visibility during the transition.
- Redirect
- A redirect automatically sends a browser and search crawler from one URL to another, helping visitors find moved content and helping systems interpret an intentional address change.
- Structured data
- Structured data is machine-readable information embedded in a page that describes entities, relationships, and content types so eligible systems can interpret page meaning more consistently.
- LCP
- Largest Contentful Paint measures how long the largest visible text or image element takes to render after navigation, providing a user-focused signal for perceived loading speed.
- CLS
- Cumulative Layout Shift measures unexpected movement of visible page elements across the page lifespan, where lower movement supports a more stable experience for reading, clicking, and completing tasks.
- INP
- Interaction to Next Paint reports the slowest typical response between user interactions and the next visual response, helping identify pages that feel slow when people click, type, or tap.
- A/B test
- An A/B test compares two versions of a page, message, or interaction with similar audiences to estimate whether a specific change affects a predefined outcome.
- Landing page
- A landing page is a focused page designed for a specific audience, campaign, or action, with content and navigation shaped around one clear visitor decision.
- Sitemap
- A sitemap is a file or page that lists discoverable URLs and optional metadata, helping search engines find important content and understand how frequently pages may change.
- Canonical URL
- A canonical URL is the preferred address declared for substantially similar pages, giving search engines a useful signal about which version should represent the content.
- Hreflang
- Hreflang is a link relationship that tells search engines which language and regional version of a page is intended for a particular audience, when matching versions exist.
- CMS
- A content management system lets authorised people create, edit, organise, and publish digital content through an interface without changing every page directly in source code.
- Analytics
- Analytics is the collection and interpretation of usage data, such as visits, events, funnels, and outcomes, used to understand digital behaviour and support measured decisions.
- Accessibility
- Accessibility means designing and building digital experiences that people with different abilities can perceive, operate, understand, and use with assistive technologies or alternative input methods.
- Call to action
- A call to action is a clear prompt that tells a visitor what useful next step to take, such as reading more, requesting information, signing up, or buying.
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