Tech jargon, explained in plain English.

Two-factor or multi-factor authentication. Password plus SMS code or app. Stops most account takeovers. Turn it on. Now.

Show different versions to different users and see which wins. Stop guessing — start measuring.

Making your site usable for everyone — regardless of ability. Often a legal requirement, and simply the right thing to do.

A way of working where you adapt as you go instead of planning everything upfront. Like surfing instead of building a bridge.

The EU's AI law (fully applicable from 2 Aug 2026). Categorises AI systems by risk and requires transparency, documentation, and human oversight.

AI that can carry out tasks for you — not just answer questions. Books meetings, sends emails, makes decisions.

The chatbot answers questions. The AI agent goes and fixes it. One talks; the other rolls up its sleeves.

How well your team understands AI. Required under the AI Act (Art. 4). We train our clients too.

Google's AI-generated summaries at the top of search results. Being featured here is 2026's new top spot.

The short description behind an image. Screen readers and Google cannot see — alt text is the voice that says what is there.

Application Programming Interface. Think of a waiter who takes your order (request) and brings the food (data) from the kitchen (server).

Annual Recurring Revenue. How much recurring money your SaaS brings in per year. Investors love this number.

The invisible machinery behind the scenes. Nobody sees it, but nothing works without it. Like a good sound engineer at a concert.

A link from another site to yours. Google treats it like a recommendation — a good word in passing, but on the web.

Standard code every project needs. Dull but necessary — like making the bed before you can sleep in it.

The share of visitors who leave without clicking further. High bounce can mean something is wrong — or that they found the answer straight away.

An error in the code. Can be anything from 'the button is 1 pixel off' to 'the whole app crashes'. We fix both kinds.

How fast your company spends cash each month. Important to track — especially when investor money starts running low.

Customer Acquisition Cost — what you spend to win one new customer. LTV should be at least 3× CAC. Otherwise you are buying growth at a loss.

Stored data that loads instantly instead of being fetched again. Often the reason your site feels fast — or why changes do not show up.

Content Delivery Network — copies of your site spread around the world so it loads quickly wherever your visitors are.

The rate at which customers leave. High churn means holes in the bucket — plug the leaks before pouring in more customers.

Continuous Integration / Deployment — automated testing and release. Code goes live in minutes, not days.

Someone else's computers. Servers in massive data centres you rent instead of own — AWS, Google Cloud, Azure.

The engine that lets you edit your website without coding. Like a word processor for your site.

When a colleague checks your code before it goes live. Catches embarrassing mistakes — and stops your app crashing.

Saving a change to your code history. Good commit messages save lives. "fixed stuff" does not.

Google's standard for passing consent to its services. Consent Mode v2 has been required since March 2024.

How much text an AI can hold in memory at once. A larger window means more context — some models now handle millions of tokens.

When a visitor does what you want — buys, books, subscribes. Conversion rate is one of the most important numbers in e-commerce.

An AI assistant that works alongside you and suggests next steps. You are still the captain — it is the co-pilot, not autopilot.

Google's metrics for page performance — load speed, interactivity, visual stability. Poor scores hurt ranking; good scores help.

Customer Relationship Management — a system for tracking customers without drowning in spreadsheets. Your business memory, but better organised.

Call To Action — the button or text that tells users what to do next. "Book now", "Buy", "Try free".

Dark theme — easier on the eyes, can save battery, and makes everything look noticeably sharper. We build it in by default.

When the wrong person gets access to the right data. Like someone unauthorised walking into your archive — except you never hear the door.

A written agreement for everyone who handles your customers' data on your behalf. Complicated name, simple idea: you decide, they promise to behave.

The right to know, access, delete, correct, and move personal data. GDPR Articles 15–22.

Where all your data lives — users, orders, everything. Lose the database and you lose everything, which is why we back it up.

Pressing the button that makes your app available to the world. Nerve-wracking every time. Every. Single. Time.

A library of reusable design components and rules. Keeps everything looking and feeling consistent.

Like a web agency, but with more tools in the box. It does not just build the site — it helps people find it and like it.

The internet's phone book. Translates zorc.se into an IP address so your browser finds the right server.

Packages your app with everything it needs in a container. 'It worked on my machine' is no longer an excuse.

A kind of trust score for your site on a 0–100 scale. Not Google's own number — but a rough guide to how much weight you carry.

The EU's digital resilience test for financial services. Not the explorer — the rules that stop banks and fintech from collapsing when IT fails.

Data Processing Agreement. Required when someone else processes personal data on your behalf — e.g. cloud providers.

EU-US Data Privacy Framework. The replacement for Privacy Shield. Allows data transfers to certified US companies.

Data Protection Impact Assessment. A required impact assessment for high-risk processing under GDPR Article 35.

Experience, Expertise, Authoritativeness, Trustworthiness. Google's quality criteria — especially important for YMYL content.

Turning text into numbers so AI can compare meaning. The foundation for smart search and chatbots.

Data is encrypted at the sender and only decrypted at the recipient. Middlemen only see unreadable text.

Keeping your data in Europe. Like choosing a storage unit in the neighbourhood instead of one in a country whose rules you do not know.

The answer box Google pulls out and places at the very top. Winning it is like being quoted at the podium — everyone sees you first.

A design tool that lives in the browser. The whole team can work in the same file at once. It overtook Sketch almost overnight.

Training an AI model on your specific data. Expensive but powerful — only when you really need it.

Free basic tier plus paid premium. Works when the free version is valuable enough to use — but not enough to stop people upgrading.

Everything you SEE on a web page. Buttons, colours, text. If backend is the brain, frontend is the face — and we like good-looking faces.

The journey from first visit to purchase. Top = awareness, bottom = sale. Losing people in the middle? Fix the flow.

The EU's data protection regulation. Governs how businesses may process personal data. Break it and fines can reach millions.

AI that creates new content — text, images, code, audio. Not just analysis. The defining technology shift of the 2020s.

Generative Engine Optimisation. SEO for AI answers. Getting visible in ChatGPT, Perplexity, and Google AI Overviews. The new gold rush.

Version control for code. Think of a magic undo system with unlimited levels. A lifesaver since 2005.

Where code lives. Version control, collaboration, and the world's largest code library. Microsoft owns it now.

The strategy for actually getting your product to people. Great product + poor GTM = no profit.

General Purpose AI. Models like GPT and Claude. Separate transparency and documentation requirements under the AI Act.

An alternative to REST APIs. You request exactly the data you want — no more, no less.

When AI makes things up that sound credible but are wrong. That is why we always review AI output before it goes live.

When AI confidently invents facts that sound completely right but are wrong. It is not lying on purpose — it just guesses with impressive self-assurance.

A CMS that manages content but ignores appearance. You decide where the text goes — website, app, or in-store screen.

AI systems that affect important rights — e.g. recruitment, credit scoring, healthcare. Strictest requirements under the AI Act.

An urgent code fix that must go live NOW. Usually on a Friday evening, always just as you have opened a pizza.

The secure version of HTTP. Encrypts traffic between browser and server. The padlock in the address bar — you want that.

A requirement under the AI Act Art. 14 — people must be able to monitor, intervene in, and stop high-risk AI. No autopilot mode.

Sweden's data protection authority — the regulator for GDPR. Handles complaints and can issue fines.

When Google saves your page in its vast library. If a page is not indexed, it simply does not appear in search results.

Improving something step by step. Version 1 is never perfect. Version 5 is gold. We iterate until you smile.

A page with one job: get the visitor to do one thing. No menu to wander off into — straight to the goal.

The time it takes for data to travel from A to B. High latency = laggy app. Low latency = magic.

Build-measure-learn. Quick experiments instead of big bets. Learn what works before you burn the budget.

A tool that nags about your code style before you do. Annoying — but helps keep code clean.

Large Language Model. The technology behind ChatGPT, Claude, and Gemini. Trained on vast amounts of text — and understands language remarkably well.

The art of showing up for people in your area. When someone searches "near me", you want to be the one they find first.

Long, specific searches that few people make but that almost always lead to a purchase. Fewer fish in the pond — but they bite straight away.

A little code, lots of drag-and-drop. A middle ground between no-code and full development. Fast — but with limits.

Lifetime Value. How much an average customer is worth over time. Compare with CAC — otherwise you are losing money.

A platform where buyers and sellers meet. You take a cut. Think eBay, Airbnb, Etsy.

Wireframe + visual design = mockup. A static image of how it will look. Clickable? Then it is a prototype.

Monthly Recurring Revenue. ARR's little sibling — the monthly version. Easier to spot short-term trends.

Minimum Viable Product. The leanest version of your idea that actually works. Think: a skateboard before you build a Tesla.

The EU's updated cyber security rules that say "raise your game — or else". Forces thousands of businesses to take security seriously, with fines as the wake-up call.

Build apps without writing code. Great for prototypes. But when you want something genuinely excellent — that is when you call us.

Objectives and Key Results. Goals with measurable milestones. Keeps everyone focused on the same north star.

Code anyone can inspect, use, and contribute to. Powers much of the internet in the background — often for free.

The list of the 10 most dangerous security threats to web apps. We check every project against it.

Penetration test. Ethical hackers try to break into your app — before the malicious ones do. Finds weaknesses you did not know existed.

A hired hacker who gets to break in — with your permission. Better that a friendly one picks the lock first and tells you where it is loose.

A data leak or unauthorised access to personal data. Under GDPR Article 33, many must be reported to the supervisory authority within 72 hours.

Online fraud: fake emails fishing for your passwords. The bait looks genuine, but the hook is in the fine print.

When you realise your original idea is not working and change direction. Not failure — a superpower.

Build data protection in from the start instead of fixing it later. GDPR Article 25 requires it. We do it automatically.

When your product actually solves a problem people will pay to avoid. The holy grail. You know when you are there.

AI uses that are completely banned in the EU since Feb 2025 — social scoring, emotion manipulation, biometric mass categorisation.

The instruction you give an AI. Good prompts get good answers. Rubbish prompts get rubbish answers. Garbage in, garbage out.

The craft of asking AI the right way so it does exactly what you want. Like learning to talk to a very smart but literal colleague.

A clickable version of the design. Test flows before a single line of code is written. Saves weeks of work.

A proposed code change that must be reviewed before it is merged into the main codebase. Like a motion at an AGM — but faster.

Retrieval-Augmented Generation. AI that fetches facts from your own documents before answering. Fewer hallucinations, more relevance.

Digital hostage-taking. Criminals lock your files and demand payment for the key — like extortion, but over the internet.

Cleaning up old code without changing what it does. Like tidying a wardrobe — everything still works, but now you can find your socks.

A site that looks good whether you view it on a huge screen or a tiny phone. Standard in 2026.

A plan showing where the product is heading. It shifts sometimes — but a good roadmap keeps everyone aligned.

Software as a Service. You pay a subscription instead of buying the software outright. Like Spotify, but for almost everything.

Structured data (JSON-LD) that helps search engines understand your content. Gives you stars, FAQ boxes, and richer search results.

EU ruling from 2020 that invalidated Privacy Shield. Affects all data transfers to the US. Address with SCC or DPF.

When a project slowly but surely grows beyond all reasonable limits. "Can we just add ONE more thing?" — the famous last words.

What the customer actually wants when they type their search. Getting the thought behind the words right — not just the words themselves.

Search Engine Optimisation. The art of appearing on Google without paying for ads. Slow to start, unbeatable in the long run.

The Google page where everyone fights for attention. SERP simply means the results list you get after searching.

There are still servers — you just do not need to worry about them. Someone else has the headache. You have the app.

A short work period (usually 1–2 weeks) focused on specific tasks. Not to be confused with running — we mostly sit down.

Structured Query Language. The language for talking to databases. Not glamorous — but indispensable.

A list showing exactly where the code went wrong. The error message's family tree. A debugger's best friend.

Everyone with an opinion about the project — customers, owners, users. Listen to the right kind of opinion at the right time.

Payment service for developers. Take payments online without going through banking hell.

All the technologies that together build your app. Like a pancake stack — except instead of pancakes, it is React, databases, and dreams.

SEO under the bonnet — everything Google notices but visitors do not see. Like a well-maintained engine: invisible, but nothing starts without it.

The smallest chunk of text an LLM handles. Roughly four characters in English. You pay the AI provider per token.

The text chunks an AI reads and counts in — roughly words, but split up. And they are usually what you pay for.

Password plus an extra check — something you know and something you have. Like needing both the key and the door code.

User Interface. How it LOOKS. Buttons, icons, layout. UX decides where the button goes — UI decides it should look brilliant.

User Experience. How it FEELS to use an app. Good UX = you do not think about it. Bad UX = you want to throw your phone at the wall.

Our first meeting. We see if your idea gives us butterflies — otherwise we say no. Life is too short.

When you code with the right music, the right tools, and the right energy — and suddenly you have a whole app. Nobody quite knows how it happened, but it works.

A team that builds your site so you do not have to. Like a building firm — but for the web instead of walls.

The art of making a site both look good and work well. Like interior design — except the furniture also has to be easy to find.

Where your site lives. You rent a room on a computer that is always on, so the page is visible around the clock.

An automatic notification sent when something happens. Like your app texting another app: 'Hey! Something happened! Do your thing!'

Your business's digital shop window. Strictly speaking the word means just the homepage, but in everyday use people mean the whole site.

Two words, same thing for most people. Though a language pedant would say the homepage is only the front page and the website is the whole house.

An open two-way tunnel between browser and server. Used for chat, live updates, and real-time data.

A simple sketch of a page. No colours, no images — just structure. The blueprint before the house.

The world's most common tool for building sites. So common that roughly one in three pages on the web runs on it.

A security model where nothing — not even internal networks — is trusted automatically. Everyone is verified all the time.