WHITO GLOSSARY · EVERY TERM MEASURED
Most business glossaries copy each other. The same borrowed definitions circulate until nobody can say where the numbers came from, or whether there ever were numbers.
Every definition here ends in a number we measured, dated and published, with the study it came from linked underneath. If we have not measured it, it is not in this glossary.
What it covers: what marketing actually costs, how AI search decides who gets named, how to check a business is real, what trades and professionals publish before you hire, and the rules of running a UK company.
What marketing costs
- SEO retainer
- PPC management fee
- Cost per click (CPC)
- Agency retainer
- Day rate
- Cost per lead
- Marketing budget
- Brochure website
- Website care plan
- Social media management
- Link building
- Digital PR
- Earned link
- PR retainer
- Brand identity
- UGC
- Nano influencer
- Fully loaded salary cost
- Email marketing ROI
- Per-seat pricing
- Software stack
- Making Tax Digital (MTD)
- Price transparency
- Rate card
- Photography day rate
- Advertising ROI
- Search advertising
- SEO day rate
AI search and visibility
- Answer engine optimisation (AEO)
- Generative engine optimisation (GEO)
- AI citation
- AI visibility
- Google AI Mode
- Zero-click search
- AI recommendation
- llms.txt
- Structured data
- AI recommendation audit
- AI-invisible business
- AI share of voice
Verification and trust
Hiring a trade or a professional
What firms put in writing before you hire them, and which public register says they are allowed to do the job.
Running a UK business
- Late payment
- Statutory late payment interest
- VAT registration threshold
- Business survival rate
- Business churn
- Self-employment
- Confirmation statement
- Director identity verification (IDV)
- Person with significant control (PSC)
- Trading name
- Dissolved company
- Fake reviews ban
- Online presence
- Ecommerce
- Business confidence
Whito’s own measures
Terms we coined for methods we use. If you meet one of these anywhere else, it started here.
- The priced-in-print range
- The month-seven price
- The who-you-sue test
- The days-a-month test
- The register-confirmed share
- The unevidenced aisle
- The leave-date test
- The three-login jump
- The billed-time share
- The which-clock-moved test
Cite: Whito UK Business Glossary, whito.co.uk/glossary/. Definitions are free to quote with a link.
The files behind the numbers
Every figure in this glossary comes from a Whito study, and the complete datasets are sold as working files: every price, source and collection date.