Separate the charges by when they are levied and on whom, and the label stops being confusing. A sales load is a one-time transaction charge, paid by you, on the way in or the way out. The annual operating expenses summarized in the fund's expense ratio are a continuing charge, levied on the fund's assets, every year you hold. Removing the first says nothing about the second, and the second is what compounds.
Between those two sit the shareholder fees the SEC lists as examples of charges that are not sales loads, and the SEC's own descriptions of them are the clearest available. A purchase fee is charged by some funds when you buy, and the SEC's distinction is the one that matters: a purchase fee is paid to the mutual fund, while a front-end sales load is paid to a selling broker. A redemption fee is charged by some funds when you redeem, meaning when you sell shares back to the fund, and the SEC draws the same line again, saying it is paid to the fund and is not the same as a back-end sales load, which is typically used to compensate a broker. An exchange fee may apply when you exchange shares in one fund for shares of another fund in the same family. An account fee is imposed by some funds for account maintenance, in some cases only on accounts valued below a specified amount. A fund charging any of these is still accurately described as no-load, because none of them is a sales load.
Notice what those two distinctions have in common, because it explains the label rather than just listing exceptions. In each case the SEC separates the charge by who receives it: a sales load goes to whoever sold you the fund, while these fees go to the fund. So "no-load" is a statement about one particular recipient rather than about the size of the bill, and it describes the share class you are buying rather than the fund's strategy, its portfolio or its quality. The same portfolio is frequently offered in several share classes with different charging arrangements.
One consequence follows for anyone comparing two funds. The question a reader can actually answer is not "is this fund no-load" but "what will this cost me in total, given how long I expect to hold it." A load is a fixed amount surrendered at the start whose effect on the annual return shrinks the longer you hold. An expense ratio is a constant annual drag that does the opposite. Those two run in opposite directions with time, which is why a single label cannot answer the question.