SEO & AI Glossary

Updating existing content with new information, improved structure, and current data to maintain or improve its search rankings.

Adapting an existing piece of content into different formats to reach new audiences and maximise the return on content investment.

The planning, development, and management of content to achieve specific business goals across all channels and formats.

The practice of republishing content on third-party platforms or publications to reach new audiences beyond the original channel.

The rate at which a website publishes new content, often cited as a signal of site freshness and a factor in how frequently Googlebot crawls a domain.

The maximum amount of text—measured in tokens—that a language model can process in a single interaction.

An interface pattern built around text or voice dialogue between the user and the system — chatbots, voice assistants, AI agents, customer support widgets.

The stages a potential customer moves through from first contact with a brand to completing a desired action—purchase, sign-up, or enquiry.

The percentage of visitors or sessions that complete a desired goal action — purchases, sign-ups, form submissions, or downloads.

The systematic process of improving a website or landing page to increase the percentage of visitors who complete a desired action.

The implementation of measurement pixels, tags, or events that record when users complete desired actions — purchases, form fills, calls — after interacting with marketing.

The mechanism by which websites obtain users' permission to use cookies and tracking technologies, as required by GDPR, CCPA, and similar regulations.

The phase-out of third-party browser cookies used for cross-site tracking, driven by privacy regulations and browser policy changes across Chrome, Safari, and Firefox.

Analytics approaches that measure website performance without relying on third-party cookies, using modelling, aggregation, or server-side methods.

Measurement approaches that track user behaviour and conversions without relying on third-party cookies — including first-party data, server-side tracking, and probabilistic modelling.

Google's set of user experience metrics—LCP, INP, and CLS—that measure loading speed, interactivity, and visual stability.

Software and browser utilities used to measure, diagnose, and improve Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift scores.

The most important, comprehensive content on a website that best represents what the business does and targets primary keywords.

The total marketing spend divided by the number of new customers or conversions achieved — a key efficiency metric for paid and performance marketing campaigns.

The number of pages Googlebot will crawl on a website within a given timeframe, determined by crawl rate and crawl demand.