SEO & AI Glossary

Identifying keywords your competitors rank for that you don't, revealing content and optimisation opportunities.

The process of identifying the search terms your target audience uses to find information, products, or services relevant to your business.

The complete, comprehensive set of keywords relevant to a brand's products, services, and content — the foundation of an SEO content strategy.

A structured database of entities and their relationships that search engines use to understand and connect real-world concepts.

An information box that appears on the right side of Google SERPs, displaying facts about entities like brands, people, and places.

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.