SEO & AI Glossary

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 branch of AI where algorithms learn patterns from data and improve their performance without being explicitly programmed.

Penalties applied by Google's human reviewers when a site violates Google's spam policies, reducing or removing rankings as a consequence.

The collection of marketing technology tools and platforms a company uses to execute, measure, and optimise its marketing programmes.

The process of assigning credit to marketing touchpoints that contribute to a conversion or revenue outcome.

Software that automates repetitive marketing tasks—email sequences, lead scoring, audience segmentation—to scale personalisation and efficiency.

A statistical approach to marketing measurement that uses regression analysis on aggregate historical data to estimate each channel's contribution to sales without individual user tracking.

A prospect who has shown enough interest in a brand's content or offerings to be considered ready for sales follow-up, based on defined criteria.

A grid layout where items pack tightly into available space without uniform row heights — like bricks of varying sizes filling a wall.