SEO & AI Glossary

The practice of structuring content and brand presence so that large language models accurately represent and cite a brand in AI-generated responses.

The practice of optimising content and brand presence to appear in responses generated by large language models — including ChatGPT, Claude, Gemini, and Perplexity.

A standalone web page designed to receive traffic from a specific campaign and convert visitors toward a single defined goal.

The process of improving the design, copy, and UX of landing pages to increase the percentage of visitors who complete the desired conversion action.

A type of AI model trained on massive text datasets to understand and generate human language at scale.

A Core Web Vital measuring how long it takes for the largest visible content element on a page to render for the user.

A technique that defers the loading of non-critical resources—images, videos, iframes—until they are about to enter the viewport.

A free, high-value resource offered in exchange for a visitor's contact information, used to capture leads for email marketing.

A system that assigns numerical scores to leads based on their behaviour and demographic fit, to prioritise sales follow-up.

The process of earning or acquiring hyperlinks from other websites to improve organic search rankings and domain authority.

A planned, systematic approach to earning backlinks from authoritative external websites to increase a site's authority, rankings, and organic traffic.

A link building technique that places a backlink into an existing published article rather than creating new content for the link.

The ranking power or authority passed from one web page to another through hyperlinks, derived from the concept of PageRank.

The process of identifying and recovering lost or broken backlinks — including unlinked brand mentions — to restore or improve organic search authority.

A series of Google algorithm updates targeting manipulative link building practices — neutralising or penalising links acquired through paid schemes, PBNs, and link networks.

The rate at which a website acquires new backlinks over time, with unnatural spikes being a potential signal of manipulative link building to Google.

Optimising LinkedIn profiles, pages, and content to rank in LinkedIn's internal search and in Google's organic results for branded queries.

Meta's family of open-source large language models that power third-party AI tools and underpin much of the open-source LLM ecosystem.

Structured data markup using schema.org's LocalBusiness type to communicate a business's address, hours, contact details, and type to search engines.

Online mentions of a business's name, address, and phone number (NAP) on directories, review sites, and data aggregators.

The group of local business listings that appear in Google search results for location-based queries, featuring a map and three business listings.

Optimisation strategies aimed at improving visibility in location-based search results, particularly for businesses serving specific geographic areas.

Examining server log files to understand exactly how search engine crawlers are accessing and behaving on a website.

In-depth content typically exceeding 1,500 words that provides comprehensive coverage of a topic, tending to earn more links and rank better.

A specific, multi-word search phrase with lower search volume but higher conversion intent and less competition than broad keywords.

A targeting segment generated by an ad platform's algorithm that finds new users statistically similar to a provided source audience.

Google's free data visualization and reporting tool (formerly Data Studio) that connects to GA4, BigQuery, Google Ads, and 800+ data sources.

A proposed plain-text file placed at the root of a website that gives AI crawlers a curated, machine-readable summary of the site's most valuable content.