Glossary

The words, in plain English.

Every term our guides use, explained the way you would explain it to a colleague. One sentence first, the longer version one click away.

A

AI agent: Software that takes a goal, decides the steps on its own and uses your tools to finish the job, instead of only answering a question.Custom AI
AI Overviews: The AI written answer Google shows above the regular results, which often names and links the sources and businesses it relied on.Marketing
API: A door one piece of software opens so another can ask it for data or tell it to do something, without a person clicking through the screens.Automations

Chatbot: A chat window on your site or in your messages that answers questions automatically. Modern ones are powered by an LLM and trained on your own information.Custom AI
Context window: The maximum amount of text an AI model can keep in mind at once, including your prompt, pasted files and the conversation so far.Custom AI
Conversion tracking: Setting up your site and ads so every call, form and booking is counted and traced back to the ad, post or search that brought it.Marketing
CRM: The one place where every contact, conversation and deal lives, so nothing about a client depends on someone's memory or inbox.Leads

GEO: Making your business easy for AI assistants like ChatGPT, Gemini and Perplexity to understand, trust and recommend when people ask them for a provider.Marketing
Google Business Profile: Your free listing on Google Search and Maps, with your hours, phone, photos and reviews. For local businesses it is often the first thing clients see.Marketing

Hallucination: When an AI states something false as if it were fact, such as a price, a policy or a source that does not exist.Custom AI

Lead nurturing: Staying in useful touch with people who are not ready to buy yet, through a planned series of messages, until they are.Leads
LLM: The kind of AI behind ChatGPT, Claude and Gemini: a model trained on huge amounts of text that can read, write and reason in plain language.Custom AI
llms.txt: A plain text file at the root of a website that gives AI assistants a short, curated map of the site and what each page is for.Marketing

MCP: An open standard that lets an AI assistant plug into your apps, like Gmail, your calendar or your CRM, through one common kind of connector.Custom AI
Missed call text back: An automatic text sent seconds after you miss a call, so the caller gets a reply and a way to book instead of calling your competitor.Leads

Prompt: The instructions and information you type into an AI tool like ChatGPT or Claude to tell it what you want it to produce.Custom AI

RAG: A way to make an AI answer from your own documents: it first looks up the relevant pages, then writes the answer from them.Custom AI
Retargeting: Ads shown to people who already visited your site or engaged with you, reminding them to come back and take the next step.Marketing
Review gating: Asking customers how they feel first, then sending only the happy ones to public review sites. Google's policies prohibit it.Marketing

Schema markup: Hidden labels in a page's code that tell search engines and AI exactly what things are: this is a business, this is its phone, this is a review.Marketing
SEO: The work of making your site show up on Google and Bing when people search for what you sell, without paying for each click.Marketing
Speed to lead: How fast you answer a new inquiry. The first business to respond usually wins the client, so minutes matter more than polish.Leads

Voice agent: An AI that answers and makes phone calls in a natural voice, so every call gets answered, qualified and booked, even at night.Custom AI

Webhook: An automatic message one app sends another the moment something happens, such as a new booking or a paid invoice, so the next step can start instantly.Automations
Workflow: A repeatable series of steps, like quote, follow up, book, that software runs for you every time the trigger happens.Automations