SEO & AI Glossary

Experience, Expertise, Authoritativeness, and Trustworthiness — Google's quality framework used by human raters to evaluate web content, influencing ranking algorithms.

SEO strategies specifically applied to online retail sites — optimising product pages, category pages, and faceted navigation to drive high-intent organic shopping traffic.

A design approach that treats digital content like a printed magazine — strong typography, considered hierarchy, generous use of imagery, and layouts crafted for sustained reading.

The defined sequence of steps—briefing, drafting, editing, approval, publishing—that content passes through before going live.

The ability of an email to successfully reach the recipient's inbox rather than being filtered to spam or rejected entirely.

The regular practice of removing invalid, bouncing, and unengaged contacts from an email list to maintain deliverability and sender reputation.

Dividing an email list into targeted groups based on shared characteristics or behaviours to deliver more relevant, personalised messages.

Direct communication with customers and prospects via email to nurture relationships, promote content, and drive conversions.

A numerical vector representation of text, images, or other data that captures semantic meaning in a form AI models can compute.

In GA4, the percentage of sessions that were 'engaged'—the inverse of bounce rate—indicating active user interaction with a page.

A category of interface optimized for high information density, power-user workflows, role-based permissions, and integration-heavy use cases — typical of B2B SaaS used many hours per day.

An SEO approach focused on establishing clear entity relationships and associations in Google's Knowledge Graph to improve brand understanding and visibility.

The measurement of specific user interactions on a website or app—clicks, form submissions, video plays—as distinct analytics events.

Content that remains relevant and valuable over a long period, continuing to attract search traffic and leads long after publication.

A domain name that exactly matches a target keyword — like bestplumbers.com for the keyword 'best plumbers' — which once provided significant ranking advantages that Google has since diminished.

A triggered behaviour that detects when a user is about to leave a page and displays a targeted message or offer to retain their attention.

The percentage of sessions that ended on a specific page, regardless of how many pages were viewed before reaching it.

A domain that has lapsed and been released back into the pool of registrable domains — often purchased by SEOs to capitalise on its existing backlink profile and domain authority.

AI systems designed to produce outputs that humans can understand, interpret, and trust—making the decision process transparent.