| Aggregate | Search Engine Optimization | Turnkey | Google Juice | Hardball |
| Metadata | Technologies | Phase | Basically | Facilitate |
| Quick win | Ownership | BULLSHIT BINGO (free square) | Legacy | Intellectual Property |
| Compelling | Proactive | Bottom up | Prototype | Marketing / Promotional Collateral |
| Back to the drawing board | Burn rate | Secret sauce | Soup to nuts 24/7 | Big Picture |