Glossary
Marketing & AI search glossary
Clear definitions for the terms that come up in SEO, AI search, advertising and web development.
Answer Engine Optimisation (AEO)
- Structuring content so search engines and assistants can lift a direct answer from it, for example into a featured snippet, a voice answer or an AI summary. AEO favours question-led headings and concise answers placed right under them. Learn more
Google AI Overviews
- AI-generated summaries shown at the top of some Google results. They cite web pages as sources, so being a clear, trusted source can earn visibility even when users do not click through. Learn more
Conversions API (CAPI)
- Meta’s server-side tracking method that sends conversion events directly from your server, making results more reliable when browsers block cookies or pixels. Learn more
Core Web Vitals
- Google’s user-experience metrics: Largest Contentful Paint (loading), Interaction to Next Paint (responsiveness) and Cumulative Layout Shift (visual stability). Good scores support rankings and conversions. Learn more
Entity
- A distinct, identifiable thing, such as a company, person, place or product, that search engines and AI models recognise. Consistent names, descriptions and links across the web strengthen an entity’s identity. Learn more
Generative Engine Optimisation (GEO)
- Improving how often and how accurately AI systems such as ChatGPT, Gemini, Perplexity and Google AI Overviews mention and cite a brand. GEO combines clear content, structured data, consistent entity information and trusted third-party mentions. Learn more
hreflang
- An HTML attribute that tells search engines which language or regional version of a page to show, for example English and Arabic versions of the same service page. Learn more
Keyword cannibalisation
- When several pages on one site target the same search term and compete with each other, which weakens all of them. The fix is one clear primary keyword per page. Learn more
llms.txt
- A plain-text file placed at the root of a website that summarises its most important pages for large language models. It works like a curated reading list for AI tools and sits alongside robots.txt and sitemap.xml. Learn more
Local SEO
- Optimisation that helps a business appear for location-based searches and in map results, through Google Business Profile, local pages, consistent listings and reviews. Learn more
Performance Max
- A Google Ads campaign type that uses automation to show ads across Search, YouTube, Display, Discover, Gmail and Maps from a single campaign, guided by your goals, assets and audience signals. Learn more
PPC (Pay-Per-Click)
- An advertising model where you pay each time someone clicks your ad. Google Ads, Microsoft Ads and most social platforms offer PPC campaigns. Learn more
ROAS
- Return on ad spend: revenue generated divided by advertising cost. A ROAS of 4 means four units of revenue for every unit spent. Learn more
Schema markup
- Structured data, usually written in JSON-LD, that labels what a page is about, such as an organisation, a service, an article or an FAQ. It helps search engines and AI systems understand content precisely. Learn more
Technical SEO
- Work that helps search engines crawl, render and index a site, including site speed, mobile usability, redirects, canonical tags, sitemaps, structured data and internal linking. Learn more
WhatsApp Business API
- Meta’s platform for medium and large businesses to message customers at scale, with multiple agents, chatbots, approved templates and integrations, usually accessed through providers such as WATI. Learn more
Ready to Build Your Next Digital Project?
Get a free SEO and AI-visibility audit. We will show you where you stand, what is holding you back, and the first three fixes to make.