Words worth
knowing.

The design and implementation of experiences that people with disabilities can perceive, understand, navigate and use.

A business providing a team or specialist services under an agreed scope.

A software system that uses a model to choose steps toward a task within its granted tools and limits.

A defined way for software systems to request capabilities or exchange data, with rules for inputs, outputs and access.

Also called: API

A method for assigning credit to parts of a logged customer journey.

The action or amount of use a provider counts when charging.

A condition that sends a workflow down a different path and creates another case to design and test.

An agreed reference for applying a business’s identity, language and assets consistently, including practical rules and usable files.

The recognizable visual and verbal cues a business uses to present itself.

The words that explain the offer for a particular audience and purpose.

A shared record of the meaning, support and next steps your copy needs to convey.

The choice of whom you serve and how your offer fits the other options they consider.

The recognizable way a business expresses its character through language, adapted to the situation without changing its underlying meaning.

A collection of articles a business publishes to explain topics relevant to its customers.

A working representation of a type of buyer, based on stated evidence and assumptions rather than a claim that every buyer behaves alike.

The invitation to take a clear next step.

The preferred web address identified for a page or a group of duplicate or very similar pages; it is a signal, not a redirect.

The time and skills available to complete agreed work.

A recorded selection of a link or control, interpreted according to the source report; it does not by itself establish a visit, inquiry or sale.

The share of recorded impressions that result in recorded clicks within the same reporting scope, usually expressed as a percentage.

Also called: CTR

Another way a customer might solve the problem, including doing nothing.

Also called: Alternative

The instructions for one piece of content, covering its audience, question, purpose, evidence, format and review needs.

The work needed to keep an answer accurate and useful.

Also called: Maintenance

Software that lets authorized people create and maintain website content through an editing interface.

Also called: CMS

The use of observations and feedback to assess whether content serves its intended purpose.

A practical record of the questions, outputs, responsibilities and review points used to carry out a content strategy.

The reader need a page is intended to serve.

The choices about whom content serves, which needs it addresses and how the business will produce, use and maintain it.

The familiar details and working routes that support customer relationships during a transition.

A defined action treated as a meaningful outcome for a particular measurement purpose, rather than a universal synonym for revenue.

The share of an explicitly defined population that completes a specified conversion action during the measured period.

Whether a crawler can discover and retrieve a page through accessible links, responses and crawler permissions.

A working description of the steps, questions and interactions someone may encounter before, during and after choosing a service.

A decision framework identifying a driver, approver, contributors and people to keep informed.

Also called: Driver approver contributors informed

The choices a person is authorized to make.

A specific piece of work that can be reviewed and accepted.

A human-readable internet name used to identify a destination, separate from the service that hosts the website’s files or application.

A schedule of planned content work and publication dates, with the responsibilities and dependencies needed to meet them.

The time and skills available to research, produce, check and maintain content.

Time recorded while a website page is in focus, according to the analytics system.

A claim or question that still needs support before you rely on it.

An input or outcome that the normal workflow cannot handle and needs a separate response.

A role provided for part of the working week or an agreed share of capacity.

A part-time senior marketing leadership role whose agreed remit may include executive-level choices, team direction and business accountability.

Also called: Fractional chief marketing officer

A part-time marketing leadership role with agreed responsibility for direction, coordination and any included production work.

Also called: Fractional director

Software that generates content from inputs, with output that may require factual and contextual review.

Google’s managed business listing for eligible organizations, with details such as category, hours, contact routes and service information.

Also called: GBP

The transfer of useful work, context and duties to the next named owner.

A way to prevent a repeated request from creating a repeated effect.

A recorded appearance in a search result, subject to the report’s counting rules.

Whether a retrievable page is eligible to be considered for a search index, subject to indexing directives and the search engine’s selection.

A connection that lets systems exchange information or coordinate work under agreed data, access and failure-handling rules.

A link from one page to another within the same website, using context and descriptive wording to help the reader find the next useful answer.

A selected measure used to judge progress toward an agreed goal, with a definition that states what it includes and cannot establish.

Also called: KPI

How far a business is from the location relevant to a search, as assessed by the search system.

Also called: Local search distance

How well known a business is, assessed through signals such as links and reviews in Google’s local ranking guidance.

Also called: Local search prominence

How well a business profile matches the service someone searches for.

Also called: Local search relevance

Search optimization focused on helping people find and assess a business for a particular place or service area.

A documented way a person can complete the task when the automated path fails.

The money and internal resources a business allocates to agreed marketing work over a stated period.

The actions, responsibilities, timing and budget used to put a marketing strategy into practice.

The choices connecting a business goal, intended customers and a reason to choose the offer.

A specific action used to put a strategy into practice.

Also called: Tactic

A broad introductory page that explains a subject and directs readers to more specific, independently useful answers.

Also called: Cornerstone page

A worked account of whom an offer serves, how it fits a choice and what supports it.

An action on a listing, such as a website click; it is not necessarily a sale.

Evidence that supports a claim about the offer or the work.

A specific piece of support for a factual claim, used within its limits.

The rhythm at which you publish and review content.

Also called: Cadence

A request for help that fits the business’s services, scope and capacity.

A responsibility map identifying who is responsible, accountable, consulted and informed for a task.

Also called: Responsible accountable consulted informed

A planned change to how a business presents its identity or offer.

A server response that sends a requested web address to another destination.

The duties and decisions a person or team is asked to own.

A stated limit on a role’s duties, decisions or included production work.

An approach to layouts and content that adapts to the available viewport while preserving usable reading and interaction.

An agreement for continuing access to defined services or capacity, with its included work, limits and payment terms stated explicitly.

Another attempt to complete an operation after a failed or uncertain attempt, which needs controls where repetition could create a duplicate effect.

A financial comparison of the return attributable to an investment with its cost, under stated assumptions.

Also called: ROI · Return on investment (ROI)

An agreed way to restore a working version if a launch causes a serious problem.

The work included in a service, with its boundaries and exclusions.

Work to help search engines discover and understand useful pages and help suitable searchers find them.

Also called: SEO

The task someone is trying to complete through a search.

The places where a business actually provides its work.

An explanation of the work a customer can buy, who it suits, what it includes and where its limits sit.

A short phrase used to express part of a brand’s message; it does not replace the fuller explanation of an offer.

The group of people whose situation your offer is designed to serve.

Also called: Audience

A connected group of pages covering distinct questions within a shared subject, with clear ownership and useful links between them.

Still Matter’s editorial practice of giving a question one primary page and linking related answers to it.

The work or promise a business leaves out when it chooses a direction.

The event that starts a workflow.

A record that pairs an old web address with its intended new destination.

An explanation of the benefit an offer provides for a particular customer need.

The computing and delivery service that makes a website available, distinct from its domain registration and day-to-day content editing.

An HTTP request one system sends to another when an event occurs, requiring validation and failure handling at the receiving end.

A record of the customer task, required content and functionality, constraints, responsibilities and acceptance needs for a website project.

The work needed to keep a website accurate, usable, secure and operational after its initial release.

A planned move or substantial change to a website’s platform, structure, hosting or addresses, with continuity checks for existing user paths.

An operation performed within a workflow after its conditions are met, such as recording a request or notifying a reviewer.

The use of software to carry out connected steps when defined events or conditions occur.

An idea you plan to check, rather than a fact you already know.