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Agency Glossary

The shared language of BluShark — how we talk about clients, work, and tools across every department. Source of truth: the BSD Agency Glossary doc →

AgencyAnalyticsContent DevelopmentHROff-Page Paid AdsReportsSalesSEO

Agency

Team

Shark
An employee of BluShark.
Assistant
A contracted employee of BluShark. Preferred term — “VA” should not be used.
42 Works
Our development partner in India handling website design projects.
Shark Summit
Company-wide, on-site event focused on team building, brainstorming and planning.
Friendship Friday
Weekly virtual meet-up each Friday for team bonding.

Client Contracts

Full SEO
Comprehensive SEO package delivering work across all departments.
BluShark Clients
Law-firm or adjacent (non-medical) clients.
MedShark (MSD) Clients
Medical clients (e.g. plastic surgeons, dentists).
SilverShark (SSD) Clients
Entry-level / low-tier package.
VIP Clients
$15,000–30,000/month accounts receiving higher-level deliverables.
Elite Clients
Strategic accounts: high-value/influential, or innovative lower-dollar engagements with flagship potential.
Price Benowitz (PB)
Seth Price’s law firm (Seth = BluShark’s CEO).

EOS

EOS
Entrepreneurial Operating System — tools & routines to align vision, execute priorities and build a healthy team.
L10 (Level 10 Meeting)
A weekly 60–90 min structured meeting using the EOS agenda to drive issues, metrics and priorities.
IDS
Identify–Discuss–Solve: the EOS method for tackling issues at the root cause.
People Headline
A quick update about a team member (win, concern, change) shared in L10.
To-Do
A one-week action item with a single owner, due by the next meeting.
Rock
A 90-day priority with a clear owner and definition of done; kept few to protect focus.
Delegate & Elevate (D&E)
An EOS exercise to hand off lower-value tasks and focus on your strengths.
Quarterly Conversation
A two-way check-in every 90 days on what’s working and next-quarter priorities (not a formal review).

Tools & Software

ClickUp
The agency’s task & project manager — the delivery spine everything runs on.
Ahrefs
Organic rankings and reverse-engineering tool.
Local Viking
Creates GeoGrids and tracks local keywords.
Mailchimp
Newsletters.
15Five
Weekly check-ins on how you’re feeling.
ADP
Track your paychecks and PTO.
Harvest
Time-tracking software.
Bloom Growth
Software for L10 meetings.
Pricing Source of Truth (PSoT)
Internal guide for all pricing across contracts & add-ons.

SEO & Legal basics

SERP
Search Engine Results Page.
SEO
Search Engine Optimization.
Geo
Main location of the firm/practice we’re trying to rank for.
PA (Practice Area)
What a lawyer specializes in; most internal pages are practice-area pages.
PI
Personal Injury.

Analytics

Traffic

Bounce Rate
% of sessions with a single pageview (55% or lower = good engagement).
Direct Traffic
Visitors who arrive by typing the URL, a bookmark, or untagged email links.
Engaged Session
A session >10 seconds, with a conversion event, or 2+ pageviews.
Engagement Rate
Engaged sessions ÷ total sessions.
Landing Page
The first (entrance) page viewed in a session.
New User
People visiting the site for the first time in the date range.
Organic Traffic
People clicking a free (non-paid) link from a search results page.
Pageview
Recorded when a user views a page.
Referral Traffic
Users who click through from another third-party website.
Session
A single visit: one or more pageviews plus events (calls, form submissions, etc.).
Unique Pageviews
Counts a pageview once per session, even if viewed multiple times.
User
An individual who interacts with your website (can visit multiple times).

Content

Meta Description
Snippet beneath the title tag on the SERP; summarizes the page and entices clicks.
Parent Page
A top-level page with a high-volume keyword; has related “child pages” nested under it.
Title Tag
The page title shown on the SERP; contains the page keyword.
Featured Snippet
Organic answer boxes at the top of the SERP for certain queries.

Development

Silo
Grouping related information into distinct sections within a website.
Child Page
Related pages nested underneath a main parent page.
Staging
A non-indexed work-in-progress version of a site we’re building.
Restructure
Keeping the client’s current design but reorganizing the site for SEO.
No Index / No Follow
Tells search engines not to include a page in results.
Screaming Frog
A site crawler used to audit on-site SEO issues.
CallRail
Call/text/form tracking; you’ll see the number swap on our sites.
Domain
The name of a website.
DNS
Domain Name System — translates domain names to IP addresses (the internet’s phonebook).
Slug
The last part of a URL that identifies the page.
Server
Stores, processes and delivers webpages to users.
Registrar
Business that reserves domain names & assigns IPs (e.g. GoDaddy).
WP Engine
Where ~95% of our sites are hosted.
Ops Center / Site Plan
Where all staging-site URL info lives — URL structure, H1s, parent pages, merge/delete decisions, current traffic.

HR

DC Health Link
Platform to manage employee healthcare benefits.
ADP
Payroll processing, PTO tracking and other HR functions.
Harvest
Time-tracking tool for logging hours.
Slack
Primary communication platform; major updates land in the Agency channel.
Predictive Index (PI)
Assessment platform used in hiring & team development.
Google Admin Console
Hub for Google Workspace — accounts, device security, access & permissions.

Off-Page SEO

Team

COA · SMCC · OPSEOA · PRA · Linkling
Off-Page SEO team role titles.

Tools & Software

Respona
Local & bulk email outreach.
Falcon
Social-media scheduling.
BrightLocal
Third-party that helps build links (distinct from NAP buildout).
LoganIX
Directory link-building tool.
FatJoe
Niche-edit link-building tool.
Link of the Week (LOTW)
A highlighted weekly link win.

Local SEO

GBP
Google Business Profile (alts not used: GMB, Google Profile, Business Page).
Backlink
A link to a client’s domain from an external domain (alt not used: Citation).
DA (Domain Authority)
0–100 rating of a domain’s SEO strength (alt not used: DR).
UR
0–100 rating of a specific page’s SEO strength.
Referring Domains
Total number of domains linking to a single domain.
Referring Pages
Total backlinks from all referring domains to a domain.
3-pack
The map listing of businesses that populates for a local search.
Anchor Text
The clickable text used to link to a page.
Knowledge Panel
The info box on the right of search results (GBP, Wikipedia, or branded blurb).
NAP
Name, Address, Phone — also a term for directory listings.
UTM Code
Tracks where online traffic comes from.
Blurbs
1–2 sentence GBP posts linking to a practice-area page or promoting outreach.
Business Profile Interactions
Unique users interacting with a GBP (calls, directions, website visits).
Discovery vs Direct vs Branded
How users found the profile: by category/service, by name/address, or via a brand-related search.
Direct Number
The main office line the tracking number forwards to.
Tracking / CallRail Number
The number created that forwards to the direct number.

Digital PR

Reporter Queries
Monitoring reporter requests for client expertise (tools: HARO, SOS).
Digital Public Relations
Building a brand’s online reputation via press releases, media placement, newsjacking & thought leadership (alt not used: PR).
Press Release
A newsworthy announcement (not marketing) used to earn backlinks & SERP/news placement.
Google Alerts
Email alerts on brand/people mentions for link-building outreach.
News Mentions
Finding prior mentions of the business to retroactively add links.
Newsjacking
Publishing an on-site blog right after breaking news to rank for it.

Community Outreach

Submission Sites
Curated college/school sites where we submit scholarships to earn backlinks.
Event Sites
Event directories where we submit community events to earn backlinks.
Local Outreach
Contacting local schools/orgs in the client’s area for links.
Bulk Outreach
Periodic mass campaigns to a national contact list highlighting active scholarships.
EOPR
End Of Project Report — overview of a scholarship project and links built.

Social Media

Cross-posting
Sharing the same/similar content across multiple platforms, tailored per platform.
Scheduling
Queuing posts to publish automatically at set times.
Boosting
Putting paid spend behind an organic post to extend its reach.
Engagement
Audience interactions with a post (likes, comments, shares, saves, clicks).
Strategy Plan (Monthly Strategic)
Sheet to plan monthly organic social content per client.
Long- / Short-form content
In-depth posts/videos (often >1 min) vs. brief, quick-consumption posts (<60s).

Reports

Tools

Report Tracker
Organizes all client monthly reports (new tab each month + rankings & AM/Assistant reference).
Report Action Items (RAI)
Column R of each month’s sheet — a pre-report for the OPSEO team (tasks, DR, links, upcoming outreach).
Rankings Sheet
Most recent rankings for all active clients.

Keywords

Keyword
Term(s) that define a page’s topic; also the page’s H1 (alt not used: search term).
Geo Keyword
A keyword that includes a specific location.
Non-Geo Keyword
A keyword without a specific location.
Branded Keyword
A keyword containing a brand mention (person or business name).

Rankings

Local Rankings
Placement in the Google local 3-pack (vicinity, GBP reviews, citations).
Organic Rankings
Placement in non-paid search results, by relevance to the query.
Avg. Distance
Average miles of each ranking data point from the target city’s downtown.
Visibility Score
How often a GBP appears across the local ranking radius.

Sales

Tier 1 / 2 / 3 Link Building
Link-building levels offered as part of the sales package.

SEO (Audit toolkit)

GSC
Google Search Console — identifies traffic/performance drops on client sites.
Places Scout
Rankings tool pulling SERP screenshots and local/organic grids (monthly for VIPs, as needed for audits).
SEO Audit
Holistic audit when metrics drop or performance expectations aren’t met.
Reverse Engineer
Ahrefs comparison of competitor(s) vs. the client’s site.
Links Intersect / Backlink Analysis
Comparing backlink profiles to find new link opportunities.
Content Gap
Using Ahrefs to find topics a site lacks vs. competitors.
GBP Audit
Scraping client & competitor GBPs to find optimization opportunities.
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