Creative thinking. Measurable growth.
AEO
Structuring clear, useful information so answer engines can understand and reference your expertise.
Clear terms.
Smarter
decisions.
Understand the language behind your website, search visibility and advertising. Simple definitions. Clearer conversations.
See the terms in practice: read our journal ↗22 terms
AI visibility
How discoverable a business is in AI-generated answers. Mentions and citations can vary by platform, question and time.
Backlinks
Links pointing to your website from another site. Their relevance and quality matter more than a raw link count.
Conversion
An action you choose to measure, such as a genuine enquiry, phone call, booking or purchase.
Conversion rate
The percentage of visits or interactions that complete a defined action. The denominator and reporting period should always be clear.
CPC
The average advertising cost for each click, calculated as spend divided by clicks.
CTR
The percentage of impressions that lead to a click, calculated as clicks divided by impressions, multiplied by 100.
GBP
The business information shown across Google Search and Maps, including your location, hours and contact details.
GEO
Making business information and expert content easier for generative AI systems to understand and cite. Citations cannot be guaranteed.
Impressions
The number of times an ad or search result is displayed within the reporting system’s measurement rules.
Indexing
The process through which a search engine stores and organises information about a page so it may appear in results.
Keyword
A search expression used to understand demand and plan useful pages. Search intent matters alongside volume.
Landing page
The page a visitor arrives on, often from a campaign, with content and a next action matched to their reason for visiting.
Local SEO
Improving the information and pages that help nearby customers discover a business through location-based searches.
Organic traffic
Visits attributed to unpaid search listings. These are reported separately from paid advertising traffic.
PPC
An advertising model where the advertiser pays for clicks. Results depend on targeting, creative, landing pages and measurement.
Qualified lead
A potential customer whose needs, location and other agreed criteria match the customers your business can serve.
ROAS
Revenue attributed to ads divided by advertising spend. It is a revenue measure and does not account for every business cost.
Schema
Machine-readable information that helps search engines understand page content. Markup does not guarantee a particular search appearance.
Search intent
What a person wants to do when searching: learn, compare, find a location or take an action.
SEO
Improving a website’s technical foundations, content and credibility to support its visibility in unpaid search results.
UTM parameters
Tags added to links so analytics tools can identify campaign source, medium and other attribution details.
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