// No bullshit explanations
Digital glossary
Technology and marketing terms that are often misunderstood, oversimplified, or simply used as buzzwords. We explain what they really are and why they matter for your business.
// What it is
Split your visitors into two groups. One sees version A, the other B. You watch which one wins.
// Why your business should care
A 2% conversion lift on a site doing €50k/month is a thousand extra. Multiply by 12.
// Common myth
"We already know what works." You don't. The winner is almost always the version that looked worse at first glance.
Verdict: Without tests, you're just guessing.
// What it is
Amazon's cloud ecosystem. 200+ services, from databases to AI models.
// Why your business should care
You pay for what you use. 10 users today, 10,000 tomorrow, the server scales itself.
// Common myth
"We'll just buy a server." You can. Then someone has to wake up at 3 AM when it dies.
Verdict: Industry standard because the alternatives are few. Only GCP and Azure come close.
// What it is
Other websites point at yours. Google reads it as a vote: someone trusts you enough to link to you from their own content.
// Why your business should care
Still one of the strongest ranking factors. Without them, your page won't climb past page 10 in competitive niches.
// Common myth
"We need 1000 backlinks." Ten links from serious sites beat 10,000 spam comments from pharma blogs.
Verdict: Quality is everything. Buying is risky. Earning is slow. Long-term, only the second works.
// What it is
CI tests every code change automatically. CD ships the tested code without human hands.
// Why your business should care
Fewer "oops, forgot to upload something" moments at 11 PM on a Sunday.
// Common myth
"Our developer just uploads files." Works fine. Until he's on vacation and someone else tries the same thing.
Verdict: In 2026, the only teams without it are the ones who haven't been burned yet.
// What it is
Buy, sign up, get in touch. Conversions divided by total visitors, times 100.
// Why your business should care
Going from 1% to 2% means double the revenue from the same traffic. No extra euro spent on ads.
// Common myth
"We need more traffic." Maybe. Or maybe your page is unreadable on mobile.
Verdict: Before you throw money at ads, look at what happens after the clic
// What it is
Ad spend divided by new customers.
// Why your business should care
CPA on its own tells you nothing. €50 is a lot if a customer is worth €30. Nothing if they're worth €3,000.
Verdict: Always read it next to LTV. Alone, it's just a number.
// What it is
Three metrics. LCP (how fast it loads), INP (how fast it responds to a click), CLS (how much the page jumps around while loading).
// Why your business should care
Bad scores = lower rankings and people bouncing before the page even finishes loading.
// Common myth
"Our page loads fast." It loads fast for you because it's cached. Open PageSpeed Insights in incognito and see what your users actually get.
Verdict: The technical minimum. Building SEO without it is like running with your shoelaces tied together.
// What it is
Packages your app with all its dependencies into one box. The same box runs on your laptop and on a server in Frankfurt.
// Why your business should care
End of the "but it works on my computer" sentence. Less debugging, more code.
Verdict: Modern default. No serious new project starts without it.
// What it is
Google's framework for judging whether an article was written by someone who actually knows what they're talking about.
// Why your business should care
Author profile, photo, LinkedIn, real examples. All of it lifts trust. Without it, you won't reach page one in medical or financial niches.
// Common myth
"We'll just write a lot of content." Fifty empty articles lose to five deep ones.
Verdict: The foundation for sustainable SEO. Can't be faked.
// What it is
Content sits in Strapi, Sanity, or Contentful. Your website, mobile app, and newsletter all pull it through an API.
// Why your business should care
If content has to show up in multiple places, or you want frontend freedom with Next.js, traditional CMS will feel cramped.
// Common myth
"We need WordPress." Maybe. But if your requirements go beyond a blog, look around before signing up for WordPress for the next five years.
Verdict: Not for everyone. But when you need it, the alternatives feel sick.
// What it is
Average order value times purchase count, minus servicing costs.
// Why your business should care
Without it, you optimize for cheap one-time buyers who never come back. You want the ones who return.
// Common myth
"Our CPA is too high." Compare it to LTV. €100 CPA at €500 LTV is a great business.
Verdict: Critical for decisions. Without LTV, your ad spend is a shot in the dark.
// What it is
Framework from the Vercel team. Adds what React lacks out of the box: server-side rendering, static pages, routing.
// Why your business should care
Google sees your content immediately, not after a 3-second JavaScript download. For an e-shop or blog, near-mandatory.
// Common myth
"We need a SPA." Often said because someone heard the buzzword. Classic SPA plus SEO equals silence in Google results.
Verdict: Our first choice for frontend projects where SEO matters.
// What it is
People who find your site without you paying Google for the visit.
// Why your business should care
Ads stop the moment you stop paying. SEO keeps working six months later, a year later, three years later.
// Common myth
"SEO is free." It's not. It's an investment with a 6–12 month payoff.
Verdict: The long-term growth engine. But start today if you want results next year.
// What it is
A language from 1995. Modern PHP 8.3 is typed, fast, with a JIT compiler.
// Why your business should care
Huge developer pool, libraries for everything, three decades of ecosystem maturity.
// Common myth
"PHP is outdated." Whatever you joked about 10 years ago isn't true anymore. Modern PHP is a different language.
Verdict: Mature and reliable. With Symfony behind it, it's enterprise-grade.
// What it is
A database management system with 35+ years behind it. Handles billions of rows without breaking a sweat.
// Why your business should care
Free, stable, no Oracle-style vendor lock-in. You won't need to migrate off it for the next decade.
Verdict: When in doubt, pick Postgres.
// What it is
A library from Meta that breaks the UI into small, reusable components.
// Why your business should care
The most popular frontend technology on the planet. The next developer you hire will already know it.
// Common myth
"We need React." Often it's just a buzzword. React on its own is just a library, not a solution. You also need routing, state management, and a build system.
Verdict: The standard for modern web apps. But know what you're picking. Not every site needs React.
// What it is
Which is why it's a thousand times faster than disk.
// Why your business should care
Your site doesn't die when a thousand people show up at once. Cached results come back in microseconds.
Verdict: When the first load problems hit, you either add Redis or buy a bigger server. The first one is cheaper
// What it is
Someone visited a product page, didn't buy, then sees that same product on Facebook for the next week.
// Why your business should care
97% of first-time visitors don't buy. Without retargeting, you're paying for the same click again to drag them back.
// Common myth
"It's creepy." If you show the same ad 47 times, yes. Three times with an offer feels more like a polite reminder.
Verdict: The highest ROI of any ad format. Just set a frequency cap.
// What it is
(Revenue minus cost) divided by cost, times 100. How much you earn per euro spent.
// Why your business should care
If an agency shows you engagement, impressions, and reach but never ROI, they can't prove they're making you money.
// Common myth
"We have high engagement." Great. How much of that turned into euros?
Verdict: The only metric that ultimately matters.
// What it is
A structured JSON-LD block you drop into your page so Google knows this is a product, this is a recipe, this is an article.
// Why your business should care
Rich results stand out in Google. Star ratings, prices, FAQs. All of it pulls extra clicks.
Verdict: Low investment, high return. If you don't have it yet, add it this week.
// What it is
The browser sends to your server. Your server sends to Google and Facebook. No ad blocker in the middle.
// Why your business should care
AdBlock, Brave, and Safari ITP block 25–40% of classic tracking. Server-side bypasses them.
// Common myth
"We have Google Analytics, that's enough." GA4 quietly loses a third of your data. You don't notice because the missing visitors can't be measured.
Verdict: Critical in 2026. Without it, your ad optimization runs on half the data.
// What it is
A framework built around code quality and testability. Powers Drupal, Spotify's backend, BlaBlaCar.
// Why your business should care
Code the next developer can read without the original author explaining it. Lower maintenance costs over five years.
// Common myth
"Laravel is better." Laravel is better for a fast MVP. Symfony is better when the MVP turns into a 50-person team.
Verdict: Our backend standard for serious projects.
// What it is
You write styles directly in your HTML as utility classes. class="flex items-center px-4" instead of a separate CSS file.
// Why your business should care
Frontend gets ~30% faster. Spacing and colors stay consistent across the whole project.
Verdict: Some developers hate it. The numbers say it works.
// What it is
A day saved today, a week lost tomorrow. Builds up gradually until simple changes take a week.
// Why your business should care
When a developer says "we can't add that, everything will break," that's technical debt being paid in declined business opportunities.
// Common myth
"We'll fix it later." Later never comes. Later turns into "this project needs to be rewritten from scratch."
Verdict: A business risk. We measure it and actively pay it down.
// What it is
You tell it this variable is a number. The compiler catches it when someone assigns a string.
// Why your business should care
Production bugs drop by 15–25%. Lower maintenance costs, faster onboarding.
// Common myth
"JavaScript is enough." It is. Until your project crosses 10,000 lines and you're trying to remember whether that function returns an object or null.
Verdict: Mandatory for any serious project. Only argument against is the learning curve in the first week.
25 terms