A-z GlossARy of teRMs


AI stands for Artificial Intelligence, which is the simulation of human intelligence in machines that are programmed to perform tasks that typically require human intelligence, such as learning, reasoning, problem-solving and decision-making. AI technologies include machine learning, natural language processing, computer vision, robotics and more. AI has the potential to revolutionise many industries and improve our lives in numerous ways, from healthcare to transportation to entertainment.


An algorithm is a set of rules or instructions followed to solve a problem or complete a task. It is used in a variety of applications such as search engines, social media platforms and e-commerce websites to process and analyse data in an efficient and effective manner.


AMP stands for Accelerated Mobile Pages, which is an open-source framework designed to help publishers create mobile-optimised content that loads quickly on all devices. AMP is designed to deliver web pages faster by streamlining the HTML, CSS and JavaScript code and by using a content delivery network (CDN) to cache pages and reduce latency. AMP pages are also designed to be more secure, with limited access to external scripts and resources. AMP is used by many publishers, including news sites, e-commerce sites, and blogs, to improve the user experience on mobile devices and increase engagement.


Aperture refers to the opening in a camera lens that controls the amount of light that enters the camera and hits the camera’s sensor or film. It’s measured in f-stops, which represent the ratio of the lens’s focal length to the diameter of the aperture. A smaller aperture (represented by a higher f-stop number) will let in less light, while a larger aperture (represented by a lower f-stop number) will let in more light. Aperture also affects the depth of field, which refers to the range of distance that appears acceptably sharp in a photograph. A wider aperture (lower f-stop number) will result in a shallower depth of field, which can be used to isolate a subject from its background or create a bokeh effect.


AR stands for Augmented Reality, which is a technology that overlays digital information, images, or 3D models onto the real world. AR is typically experienced through a smartphone, tablet, or smart glasses and it uses the device’s camera, sensors, and processing power to detect the user’s environment and superimpose virtual content onto it. AR can be used for a wide range of applications, from gaming and entertainment to education, marketing, and industrial design. With AR, users can interact with virtual objects in real time and space, creating a more immersive and engaging experience.

Aspect Ratio

Aspect ratio refers to the proportional relationship between the width and height of an image or screen. It’s usually expressed as a ratio of the width to the height, such as 4:3 or 16:9. The aspect ratio determines the shape of the image or screen and it’s an important factor in determining how the content will be displayed and viewed. For example, a standard 4:3 aspect ratio is commonly used for older TV shows and computer monitors, while a wider 16:9 aspect ratio is now standard for high-definition (HD) TVs, movies and computer displays. Some aspect ratios, such as 1:1 (square), are used for specific purposes, such as social media posts or Instagram photos.


A backlink, also known as an “inbound link” or “incoming link”, refers to a hyperlink on one website that points to another website. In other words, it’s a link that brings users from one website to another. Backlinks are important for search engine optimisation (SEO) because they can help to increase a website’s visibility and authority in search engine rankings. Search engines view backlinks as a signal that other websites consider the content on the linked website to be valuable and relevant. The quality and quantity of backlinks can impact a website’s search engine ranking, so many website owners and SEO specialists focus on building high-quality backlinks from reputable sources.


CAD stands for Computer-Aided Design, which refers to the use of computer software to create, modify, analyse and optimise designs for a wide range of applications, from architecture and engineering to product design and manufacturing. CAD software allows designers and engineers to create 2D and 3D models of their designs, simulate real-world conditions and test different design variations before building physical prototypes. CAD software can also automate repetitive tasks, improve accuracy, and increase productivity. CAD files can be easily shared and edited by multiple users, making collaboration and communication more efficient.


CAM stands for Computer-Aided Manufacturing, which refers to the use of computer software to control and automate the manufacturing process. CAM software takes the designs created in CAD software and translates them into instructions for machines and robots that can produce physical parts or products. CAM software can perform a wide range of tasks, including toolpath generation, simulation, verification and optimisation. It can also help to improve accuracy, reduce errors and increase efficiency in the manufacturing process. CAM is used in a variety of industries, from automotive and aerospace to consumer products and medical devices, to produce high-quality and complex parts and products.

Crawl Budget

Crawl budget refers to the amount of time and resources that search engine bots allocate to crawling and indexing a website’s pages. It’s determined by several factors, including the website’s size, complexity, speed, and popularity, as well as the server’s response time, the frequency of content updates, and the presence of errors or duplicates. Crawl budget is important for search engine optimisation (SEO) because it affects how many pages of a website can be crawled and indexed by search engines, and how quickly new content can be discovered and ranked. Website owners and SEO specialists can optimise their crawl budget by ensuring their website has a clear structure, a sitemap and robots.txt file, fast page load times, and high-quality content that’s regularly updated and linked to from other websites.


CSS stands for Cascading Style Sheets, which is a style sheet language used to describe the presentation of HTML and XML documents on the web. CSS allows web designers and developers to control the layout, formatting, colors, fonts and other visual aspects of a web page or site. By separating the content from the presentation, CSS makes it easier to manage and update the styling of a website and to create responsive designs that adapt to different screen sizes and devices. CSS is widely used in web development and is an essential tool for creating modern and visually appealing websites.

Development Sandboxes

Development sandboxes are isolated environments used by software developers to test and refine code changes without affecting the production system. They enable developers to experiment, collaborate and fix issues in a controlled environment before deploying to a live application or website. Sandboxes typically mirror the production environment as closely as possible and may include tools for debugging, logging and testing.

Domain Authority

Domain authority is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). It ranges from 1 to 100, with higher scores indicating a greater ability to rank.

Earned Media Value

Earned media value is the measure of the impact and value of publicity, PR and marketing efforts on a brand that is generated organically, without paid advertising. It refers to the value of the exposure and buzz a brand earns through social media mentions, reviews, press coverage and other earned channels. It can be measured in terms of reach, engagement, sentiment and other metrics that demonstrate the impact of earned media on a brand’s reputation and awareness.

Employee Advocacy

Employee advocacy refers to the promotion of a brand or organisation by its employees, typically through social media and other online channels. It involves empowering and encouraging employees to share their positive experiences and opinions about the company, its products or services and its values with their personal networks. This can help to increase brand visibility, credibility and reach, and can also have a positive impact on employee engagement and satisfaction.


Frame.io is a cloud-based collaboration platform that enables video editors, producers and other creative professionals to upload, share and review video content with team members, clients and stakeholders in real-time.


Go-to-market refers to the process of bringing a product or service to market and introducing it to customers. A successful go-to-market plan involves understanding customer needs, identifying target markets, developing a compelling value proposition and executing effective marketing and sales strategies.


HTML (Hypertext Markup Language) is a programming language used to create and structure content for the web. It is the backbone of web development and allows developers to create websites with text, images, videos and links, among other things.


HTTPS stands for Hypertext Transfer Protocol Secure, which is a protocol used to establish secure communication over the internet. It provides a layer of encryption to protect sensitive information from being intercepted or tampered. It is commonly used by websites to protect online transactions and ensure user privacy and security.

Intellectual Property

Intellectual property refers to intangible creations of the mind, such as inventions, literary and artistic works, symbols, names and designs. It can help to promote innovation, drive economic growth and encourage investment in research and development.


An IPO, or initial public offering, is when a private company decides to go public and sell shares of its stock to the general public for the first time. It’s a big moment for a company and often an exciting opportunity for investors to get in on the ground floor of a potentially successful venture.


ISO stands for International Organisation for Standardisation, which develops and publishes international standards for different industries and fields. ISO standards ensure products and services are safe, reliable and of good quality, while also promoting efficiency and innovation.


JavaScript is a programming language that is commonly used to create interactive web pages and web applications. It runs in the browser and can be used to add functionality, validate forms and create dynamic content on a webpage.


LAMP is a popular open-source technology stack used for building dynamic web applications. The acronym stands for Linux (operating system), Apache (web server), MySQL (database management system) and PHP (programming language). Together, these tools provide a powerful and flexible platform for developing and deploying web applications.


MEAN is a popular acronym in web development that stands for MongoDB, Express, Angular and Node.js. Together, these technologies provide a powerful stack for building dynamic web applications with JavaScript on both the front-end and back-end.


A microbrand is a small and independent brand that is typically focused on a niche product or market. They often have a strong online presence and a loyal customer base and they differentiate themselves from larger competitors by offering unique and high-quality products.


NFT stands for non-fungible token, which is a type of digital asset that is unique and cannot be replaced by anything else. NFTs are often used to represent art, music or other creative works and they use blockchain technology to provide a secure and verifiable record of ownership.


Nginx (pronounced “engine x”) is a web server that can also be used as a reverse proxy, load balancer and HTTP cache. It is known for its high performance, low resource usage and ability to handle large numbers of simultaneous connections.


Node.js is an open-source server environment built on Chrome’s V8 JavaScript engine. It enables developers to run JavaScript on the server-side, allowing for faster, scalable and more efficient web applications.

Page Authority

Page Authority is a metric developed by Moz that predicts how well a specific page will rank on search engine result pages. It is calculated based on various factors, such as the number of links pointing to the page, the quality of those links and the relevance of the content on the page. A high page authority score indicates that the page is more likely to rank well in search engine results.


Patents are legal protections granted to inventors that give them exclusive rights to their inventions for a limited period of time. It can help to drive economic growth, spur technological advancement and encourage investment in research and development.


PHP (Hypertext Pre-processor) is a popular scripting language used for developing web applications and dynamic websites. It’s open-source, easy to learn and widely supported by web servers and operating systems. With PHP, developers can create dynamic web pages, handle forms, connect to databases and perform many other tasks to build powerful and interactive web applications.


PPC, or pay-per-click, is a type of online advertising model where advertisers pay each time a user clicks on one of their ads. This is often used in search engine advertising, where businesses bid on specific keywords related to their products or services. With PPC, advertisers can target specific audiences and only pay for the clicks their ads receive, making it a cost-effective and measurable way to drive traffic to a website or landing page.

Referral Traffic

Referral traffic is the visitors that come to your website from another website, social media platform, or other online source, thanks to a direct link to your content. It’s a great way to attract new visitors and build your online presence.

Responsive Design

Responsive design refers to the practice of creating websites or applications that adjust and adapt their layout and content to fit different screen sizes and device types, ensuring a seamless and consistent user experience across all devices.


ROI stands for “Return on Investment”. It’s a measurement of how much you earn or lose on an investment, relative to the amount you spent. A high ROI means a profitable investment, while a low ROI means a less profitable one. It’s an important metric to consider when making business decisions to ensure that you’re getting the most out of your investments.

RSS Feeds

RSS feeds are a convenient way to stay up-to-date with the latest content from your favourite websites and blogs. It allows you to quickly and easily browse through headlines and summaries of content and then click through to read more. By using RSS feeds, you can save time and stay informed about the topics that matter most to you.


SEO stands for Search Engine Optimisation, which is the process of optimising a website or online content to rank higher in search engine results pages. It involves techniques such as keyword research, optimising content for search engine algorithms, building backlinks and improving website speed and user experience. 


SERPs stands for Search Engine Results Pages. It refers to the pages that are displayed by search engines in response to a user’s query. The goal of SEO (Search Engine Optimisation) is to improve the ranking of a website on the SERPs so that it appears higher up in the results and therefore, is more likely to be clicked on by users.

Shutter Speed

Shutter speed is the length of time that the camera’s shutter is open, allowing light to enter and reach the camera sensor. It’s measured in seconds or fractions of a second and affects the brightness and sharpness of a photograph. A faster shutter speed can freeze fast-moving subjects, while a slower speed can create motion blur.

Social Bookmarking

Social bookmarking is a method of organising, storing and sharing web pages or links on the internet. It allows users to tag, categorise and save their favourite websites, making it easier to access and share them with others. Social bookmarking can help improve online visibility, drive traffic to websites and create a network of like-minded individuals with shared interests.

SubD Tools

SubD tools refer to software tools used in computer graphics and 3D modelling to create smooth, curved surfaces by subdividing polygons. SubD tools allow artists and designers to create complex shapes and forms with greater precision and control, making it an essential tool for industries such as animation, industrial design and architecture.


UI stands for User Interface. It’s the graphical layout of an application that enables users to interact with it. A good UI design is intuitive, easy to use and aesthetically pleasing, making it a critical component of any software or website.


A URL is a web address that allows you to locate and access resources on the internet, such as websites, images and files. It stands for “Uniform Resource Locator” and is a standard way to specify the location of a resource online.


UX stands for user experience and it refers to the overall experience that a person has while interacting with a product, system, or service. This includes everything from the way it looks, feels and functions to how easy it is to use and navigate. A good UX design aims to create a positive and seamless experience for the user, making it enjoyable and satisfying to use a product or service.


A vector is a type of graphic that uses mathematical equations to create images that are infinitely scalable without losing quality. Because they are created with math, they are different from other types of graphics like photos and raster images, which are made up of pixels. Vectors are great for things like logos and illustrations and can be easily edited and resized to fit any design needs.