SEO & AI Glossary

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.

The format and organisation of a website's URL paths — including hierarchy, keyword inclusion, separators, and length — with significant implications for usability and SEO.

Tags appended to URLs that track the source, medium, campaign, and other details of traffic arriving at a website.

Tags appended to URLs that pass campaign tracking data to analytics tools, identifying the source, medium, campaign, and content of inbound traffic.

References to a brand online that do not include a hyperlink, representing opportunities to request link placement from already-receptive publishers.

A machine learning approach where algorithms discover hidden patterns in unlabelled data without explicit guidance.

A visual exercise that documents the steps, touchpoints, emotions, and pain points a user experiences from first awareness to conversion.

Content created and published by unpaid users or customers—reviews, photos, videos, and posts—about a brand or product.