The jargon, in plain English.
40 terms you’ll hear about websites, email, Google and AI, each explained in a sentence, with why it matters to a small business.
A
- A recordA DNS record that points a domain name to the numeric IP address of the server hosting your website.
- AI receptionistAn AI voice or chat assistant that answers calls or messages for your business, answers common questions, takes details and books appointments when your team can't.
- Alt textA short written description attached to an image, read aloud by screen readers and used by search engines to understand what the image shows.
C
- CachingSaving a ready-made copy of a page or file so it can be delivered quickly the next time, instead of being built from scratch for every visitor.
- Canonical tagA line of code that tells search engines which version of a page is the main one, when the same or very similar content is available at more than one address.
- CDNA content delivery network: a group of servers around the world that keep copies of your website's files and deliver them from a location close to each visitor.
- CLSCumulative Layout Shift: a measure of how much a page's content unexpectedly moves around while it loads.
- CMSA content management system: software, such as WordPress, that lets you add and edit website pages, posts and images without writing code.
- ConversionWhen a website visitor takes an action that matters to your business, such as calling, filling in a contact form, booking or buying.
- Core Web VitalsGoogle's three measures of how a page feels to real visitors: loading (LCP), responsiveness (INP) and visual stability (CLS).
- CRMCustomer relationship management software: one place to keep contacts, leads, conversations and follow-ups, so nothing falls through the cracks.
D
- DKIMDomainKeys Identified Mail: a digital signature added to your outgoing email, checked against a key in your DNS, that proves the message is genuine and unchanged.
- DMARCA DNS record that tells inboxes what to do with email that fails SPF and DKIM checks, and can send you reports about who is sending as your domain.
- DNSThe Domain Name System: the internet's address book, which turns your domain name into the servers that run your website and receive your email.
G
- GA4Google Analytics 4: Google's free tool for measuring website visitors, where they come from, what they do, and which visits turn into leads.
- Google Business ProfileGoogle's free business listing that shows your name, location, hours, phone, photos and reviews in Google Search and Maps.
- Google Search ConsoleGoogle's free tool that shows how your website appears in Google Search: the searches that find you, which pages are indexed, and any problems Google detects.
L
- LCPLargest Contentful Paint: how long it takes for the biggest piece of content in view, usually the main image or heading, to appear on screen.
- llms.txtA proposed text file at the root of a website that gives AI tools a short, plain summary of the site and links to its most useful pages.
- Local packThe map and short list of local businesses that Google shows near the top of results for searches like 'dentist near me' or 'plumber in Somerset'.
M
- MalwareMalicious software designed to harm, spy on or take control of a computer or website, such as viruses, ransomware or code that hackers hide in a website.
- Managed hostingWeb hosting where the provider looks after the server for you, including security, server updates, backups and performance, usually tuned for one platform such as WordPress.
- Missed-call text-backAn automatic text message sent to a caller when you can't answer, so they know you got the call and can reply by text instead of calling a competitor.
- MX recordA DNS record that tells the world which service receives email for your domain, such as Microsoft 365 or Google Workspace.
P
- Page builderA drag-and-drop design tool, usually a WordPress plugin such as Beaver Builder, Elementor or Divi, for building page layouts without writing code.
- PhishingA scam message, usually email or text, that pretends to be from someone you trust to trick you into giving away a password, paying money or opening a harmful file.
- PluginAn add-on that gives a WordPress site extra features, such as contact forms, booking calendars, SEO tools or online stores.
S
- Schema markupStructured data added to a web page's code that labels key facts, such as business name, address, hours, services and FAQs, so search engines and AI tools can read them reliably.
- SPFSender Policy Framework: a DNS record listing the services allowed to send email for your domain, which helps inboxes spot fakes.
- SSL/TLS certificateA digital certificate that lets your website use HTTPS, encrypting the connection between your site and its visitors and proving the site is really yours.
- Staging siteA private copy of your website where changes and updates can be made and tested before they go live to customers.
T
- ThemeThe package of templates and styles that controls how a WordPress site looks: layouts, fonts, colors, headers and footers.
- Two-factor authenticationA second check when you sign in, such as a code from an app or a tap on your phone, so a stolen password alone isn't enough to get into your account.
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