Academy
A no-nonsense glossary of marketing, growth and AI.
Artificial intelligence
AI concepts applied to marketing. · 4
AI assistant
An AI program, such as ChatGPT or Gemini, that you ask questions or give tasks by typing or speaking, and that answers in plain language.
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AI agent
An AI system that takes a goal, plans the steps and executes actions in other tools with little supervision.
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WebMCP
An experimental proposal for describing website actions so compatible AI agents can use them.
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Accessibility tree
An organized representation of a page that communicates element names, roles and relationships to assistive technology.
Read definition →SEO & GEO
How to show up in search engines and AI answers. · 7
Scaled content abuse
Mass-producing pages, with AI, templates or by hand, to rank on Google without offering anything useful to readers. Google treats it as spam.
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GEO (Generative Engine Optimization)
Optimizing content so AI search engines (ChatGPT, Perplexity, Gemini, AI Overviews) cite it as a source.
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SEO
Search engine optimization: practices to rank in the top organic results of search engines like Google without paying for ads.
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AI Overviews
AI-generated summaries Google shows above search results.
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CTR (click-through rate)
Percentage of people who click out of those who see a link or ad.
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Google Search Console
Google's free tool that shows how people find you on its search engine: which searches, how often you appear and how many clicks you get.
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Programmatic SEO
Creating many pages from templates and data to answer thousands of specific searches.
Read definition →Growth
Frameworks and tactics to grow. · 1
Product & metrics
Fit, key metrics and product as a channel. · 2
Creators & content
UGC, creator collaborations and how to present yourself to brands. · 3
UGC (user-generated content)
Content (videos, photos, reviews or comments) created by customers or creators, not by the brand itself.
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Influencer marketing (creator marketing)
Working with content creators so they present a brand, product or offer to their audience.
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Media kit
A short document that sums up who a creator is, their audience, their numbers and what they offer brands.
Read definition →Advertising & measurement
How ads are bought and measured. · 7
AI label
A notice social networks show when an image, video or ad is made or heavily edited with AI.
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Hook
The first seconds of an ad or video, designed to make people stop scrolling and keep watching.
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CPC (cost per click)
What you pay on average each time someone clicks your ad.
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CPM (cost per thousand impressions)
What you pay each time your ad is shown 1,000 times.
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Broad match
A Google Ads keyword type that lets your ad show for related searches, not only those containing your exact words.
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Product feed
A file listing your products and their details (price, stock, shipping) that platforms like Google read to show them.
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AI traffic
Visits to your website from people clicking a link inside an AI assistant's answer, such as ChatGPT or Perplexity.
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