SEO & AI Glossary

A psychological principle where people assume the choices of others reflect correct behaviour, widely applied in marketing through reviews, testimonials, and usage statistics.

Likes, shares, comments, and other social engagement metrics that some believe influence search rankings — though Google has stated they are not direct ranking factors.

A page that returns an HTTP 200 OK status code but displays 'not found' or near-empty content, misleading search engines into indexing it.

A Moz metric (0-17) that estimates the likelihood that a domain has been penalised by Google, based on a machine-learning model of features common to penalised sites.

A computing paradigm where content and interfaces exist in three-dimensional space around the user — encompassing AR, VR, mixed reality, and mainstream wearable devices like Apple Vision Pro.

An interface paradigm where UI elements exist in 3D space around the user — distinct from 2D screen-based UI — designed for AR, VR, and mixed-reality wearables.

A layout pattern that divides the viewport vertically into two roughly equal panels — often used for dual-CTA landing pages, side-by-side comparisons, or "before/after" stories.

A measure indicating that an observed result in a test is unlikely to have occurred by chance, making it reliable for decision-making.

A design pattern that structures a page or experience as a narrative — sequential reveals, scroll-triggered transitions, character arcs — typically used for brand stories, product launches, or longform editorial.

A standardised format for providing information about a page and classifying its content so search engines can better understand it.

The process of validating schema markup implementation to ensure it is correctly formatted, error-free, and eligible for Google's rich results.

A Google Ads extension that highlights specific aspects of a product or service using predefined category headers like Types, Brands, Destinations, or Features.

A documented set of standards governing a brand's written communication—grammar, terminology, formatting, tone, and visual identity.

A machine learning approach where models are trained on labelled datasets—input-output pairs—to make predictions on new data.

A design philosophy from 1950s Switzerland built on grid systems, sans-serif typography, asymmetric layouts, and rigorous information hierarchy — the foundation of modern minimalism.

The base set of instructions an application gives a language model before the user's first message, defining role, tone, constraints, and behavior.

Web pages that provide little unique value — through minimal text, duplicated information, or no original insight — and are susceptible to Google quality penalties.

Data collected by an external entity that has no direct relationship with the user — typically purchased from data brokers or ad platforms for audience targeting.

Content and positioning that establishes an individual or brand as a leading authority and innovative thinker in their industry.

The practice of optimising TikTok content to rank in TikTok's search results and in-app discovery feeds.