Glossary
A plain-English reference for the SEO, AI-search, and growth marketing terms we use — so you always know exactly what we mean.
The practice of improving a website's technical health, content, and authority so it ranks higher in organic (unpaid) search results. Strong SEO increases visibility, qualified traffic, and long-term lead generation without paying for every click.
Optimising content so it is understood, extracted, and cited by AI-generated answer engines like Google AI Overviews, ChatGPT, and Perplexity. GEO focuses on structured facts, clear entities, and authoritative signals that language models can quote.
Structuring content to directly answer specific questions so it can win featured snippets, voice answers, and AI responses. AEO emphasises concise, well-formatted answers and FAQ/structured data.
The process of improving a website or landing page so a higher percentage of visitors take a desired action — an enquiry, sign-up, or purchase — without increasing traffic. CRO relies on data, user behaviour analysis, and A/B testing.
A set of Google metrics that measure real-world page experience: loading (Largest Contentful Paint), interactivity (Interaction to Next Paint), and visual stability (Cumulative Layout Shift). Good scores support both usability and search rankings.
Code (usually JSON-LD) added to a page that describes its content to search engines — for example marking up an Organization, FAQ, Breadcrumb, or Article. Schema enables rich results and helps AI engines extract accurate facts.
A performance approach that ties every marketing activity to measurable business outcomes — pipeline, qualified leads, and revenue — rather than vanity metrics like impressions or raw traffic.
Paid advertising (Google Ads, Meta Ads, etc.) measured and optimised against concrete results such as cost per acquisition and return on ad spend, so budget flows to what actually converts.
A unified, experiment-driven system connecting SEO, content, paid media, and conversion optimisation into one compounding strategy focused on sustainable business growth.
Optimising a business's online presence to appear in location-based searches and the Google Map Pack — through consistent NAP (name, address, phone), local content, reviews, and a Google Business Profile.
Creating large numbers of targeted, template-driven pages (for services, locations, or use-cases) from structured data — powerful for scale, but requires genuinely useful, differentiated content to avoid thin-content penalties.
An AI model trained on vast text data that can understand and generate human-like language. LLMs power tools like ChatGPT, Gemini, and Claude, and increasingly shape how people discover information online.
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