Glossary

A new search paradigm where AI assistants answer questions directly without sending users to websites. Google AI Overviews, ChatGPT, and Gemini consume informational queries, changing how content needs to be optimized.

Google's AI-generated answer boxes that appear at the top of search results. They provide direct answers without requiring users to click through to websites, changing SEO strategy requirements.

The recency and update frequency of content. Google values fresh, regularly updated content as a signal of relevance and authority, especially for time-sensitive topics.

Google's metrics for measuring user experience: Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and Interaction to Next Paint (INP). These metrics affect search rankings.

Experience, Expertise, Authoritativeness, and Trustworthiness. Google's framework for evaluating content quality. Content should demonstrate real experience, show expertise, establish authority, and be trustworthy.

The practice of linking between pages on the same website. Strategic internal linking helps search engines understand site structure, distributes page authority, and improves user navigation.

Enhanced search results that include additional information like images, ratings, FAQs, or step-by-step instructions. Created through structured data and help content stand out in search.

The underlying goal behind a user's search query. Understanding intent (informational, navigational, transactional, commercial) helps create content that truly answers what users are looking for.

The structure of meaning in digital systems. How content, data, and communications are organized to create coherent understanding for both algorithms and humans.

Standardized format for providing information about a page. Schema.org markup helps search engines understand content and enables rich results, AI answer inclusion, and better visibility.

The level of expertise and comprehensiveness a site demonstrates on a particular subject. Built through deep, interconnected content that covers all aspects of a topic, not just surface-level articles.

A managed set of processes where AI models are embedded in daily work: data collection, solution generation, execution control, and retrospectives. Not separate initiatives, but a unified system connecting people and machines.

The systematic management of content creation, distribution, and optimization. Involves AI tools, human oversight, quality control, and continuous improvement based on performance data.

A performance-based marketing model where affiliates earn commissions for driving traffic or conversions. In iGaming, affiliate marketing is a major channel requiring systematic management and transparent partnerships.

The structure of meaning that defines how a brand communicates. How messages, content, and interactions create coherent brand understanding for both algorithms and audiences.

A visual or structured representation that connects data, insights, problems, and solutions. Created during sensemaking sessions to turn ambiguous information into actionable strategies.

The process of purchasing advertising space across digital channels. In performance marketing, media buying involves traffic arbitrage, creative optimization, and systematic approach to ensure profitability over the long term.

Marketing strategies focused on measurable results and ROI. Includes paid advertising, affiliate marketing, and data-driven campaigns where every dollar spent is tracked and optimized.

A process where a team makes sense of ambiguous information and turns it into actions. In marketing, this means taking scattered metrics, user feedback, trends, and constraints, and assembling a meaning map that connects data, people, and strategy.

Buying traffic from one source and monetizing it through another at a higher rate. Requires systematic processes, data analysis, and understanding of conversion funnels to remain profitable.

The economic model where attention is the scarce resource. In iGaming and digital marketing, understanding how to earn and retain attention through quality experience, not just acquisition, determines long-term success.

The financial model of iGaming that analyzes player behavior, lifetime value, acquisition costs, and retention strategies. Understanding player economics is essential for sustainable iGaming marketing.

Customer Acquisition Cost. The total cost of acquiring a new customer, including all marketing and sales expenses. Should be balanced against LTV to ensure sustainable growth.

The infrastructure for collecting, processing, and analyzing data. In marketing, data pipelines connect GA4, CRM, BI tools, and AI systems to create a unified view of customer behavior and campaign performance.

Lifetime Value. The total revenue a customer generates over their entire relationship with a business. In iGaming and subscription models, LTV is a key metric for understanding player economics and marketing ROI.

Return on Marketing Investment. A metric that measures the revenue generated from marketing activities relative to the cost. Essential for evaluating marketing effectiveness and budget allocation.

A marketing approach where brands create digital personas or use AI-generated content to build authority and engagement. Requires authentic strategy, not just facade creation.

An approach to digital marketing that sees it as a system of meaning, not just tactics. Connecting analytics, strategy, communications, and AI tools so products grow through systems, not noise.