Home · Glossary
The dictionary without the jargon
If someone sells you a website and can't explain these 29 words, you're off to a bad start. Here they are, no smoke, so you negotiate knowing what you sign.
3
- 301
- The permanent redirect: if a page moves, the 301 takes visitors and Google to the new address without losing what they'd earned. Read the guide →
A
- Alt (alternative text)
- The description of an image for people who can't see it and for Google. Not “image1.jpg”: “shopfront on Calle El Agua”. Read the guide →
B
- Backup
- A snapshot of your site kept in case something breaks. It runs on its own and restores in minutes, losing no copy or prices. Read the guide →
- Your morning offer published where it's readable on a phone, with prices and a photo of the star breakfast. Read the guide →
C
- Conversion
- The moment a visitor does what you want: call, message or book. A site with traffic and no conversions is failing at something. Read the guide →
- Core Web Vitals
- Google's scores for whether your site is fast and doesn't jump while loading. Measured on mobile, not your laptop. Read the guide →
- CTA
- The call to action: the button you want pressed (“Book now”, “Call us”). If there isn't a clear one on screen, the visit ends in nothing.
D
- Your menu online at an address that never changes: the table QR always points there, whatever you update. Readable without zoom and indexed by Google, unlike a PDF. Read the guide →
- Direct order
- The customer orders from you (WhatsApp or your system) instead of a platform taking up to 30%. Every direct order is margin you keep. Read the guide →
- Domain
- Your website's address (yourbusiness.com). Registered in your name, like the shop's phone number: it's yours, not ours. Read the guide →
G
- Google Ads
- Paid ads: you appear at the top today and pay per click. Useful to buy time while free rankings mature. Read the guide →
- Google Business profile
- Your business listing on Google Maps: hours, photos, reviews and a call button. It's the first thing people see when searching “near me”. Read the guide →
- Google reviews
- What other customers say about you on your Maps listing. It's the tie-breaker when someone compares three similar businesses. Read the guide →
H
- Hosting
- The server where the site lives: a yearly rent of €60–90 paid straight to the provider, with no markup from us. Read the guide →
- hreflang
- The tag telling Google a page has a version in another language. Without it, the English version competes with the Spanish one and both lose. Read the guide →
- HTTPS
- The padlock in the browser bar. Without it Chrome warns your site “is not secure” and visitors leave. Always included.
K
- Keyword
- What your customer types into Google. “Hairdresser in Carretera de Cádiz” is one; “personal brand” interests nobody.
- Kit Digital
- The European subsidy for digitising businesses. We don't work with it, and our blog explains why, straight up. Read the guide →
L
- Landing page
- A single page built for one thing: getting the visitor to contact you. It's what we give away as your first site, with no menus to distract.
- Legal notice
- The mandatory text saying who you are and how your site uses data. Without it, your contact form breaks the law. Read the guide →
- Local SEO
- The same work for “near me” searches: your neighbourhood, your Google Maps listing and your reviews. Read the guide →
O
- Online pre-order
- Customers place orders (cakes, Christmas suckling pig, half a lamb) with date and details from the site or WhatsApp. No order lost between chats. Read the guide →
R
- Responsive
- The site adapts itself to phone, tablet and desktop. Not an extra: 60% of your visits come from a phone.
S
- Search Console
- Google's free tool showing which searches find you and what's broken. We set it up and teach you to read it.
- SEO
- Getting Google to show you when someone searches for what you sell. Not magic: structure, copy, speed and reviews, in that order. Read the guide →
- Sitemap
- The index of your site that we hand to Google so it knows which pages exist and which are new. Without it, you're found later.
- Structured data
- The small print that tells Google what you are (local business, FAQ, article). It's what makes your result look fuller. Read the guide →
W
- Web analytics
- Knowing how many people come in, where from and how many write to you. Without measuring, every decision is a blind bet. Read the guide →
- Wireframe
- The skeleton of the site before designing it: what goes in each block and in what order. Changed in minutes, it avoids redesigning three times.