SEO & AI Glossary
Master the language of modern search. From technical SEO to the latest in Generative AI.
URL Canonicalization
The process of selecting the preferred URL for a piece of content when multiple URL variants exist — preventing duplicate content and concentrating link equity on a single canonical version.
URL Structure
The format and organisation of a website's URL paths — including hierarchy, keyword inclusion, separators, and length — with significant implications for usability and SEO.
UTM Parameter
Tags appended to URLs that track the source, medium, campaign, and other details of traffic arriving at a website.
UTM Parameters
Tags appended to URLs that pass campaign tracking data to analytics tools, identifying the source, medium, campaign, and content of inbound traffic.
Unlinked Brand Mentions
References to a brand online that do not include a hyperlink, representing opportunities to request link placement from already-receptive publishers.
Unsupervised Learning
A machine learning approach where algorithms discover hidden patterns in unlabelled data without explicit guidance.
User Journey Mapping
A visual exercise that documents the steps, touchpoints, emotions, and pain points a user experiences from first awareness to conversion.
User-Generated Content (UGC)
Content created and published by unpaid users or customers—reviews, photos, videos, and posts—about a brand or product.