Digital marketing & AI search glossary

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A/B testingAds & CRO

Comparing two versions of an ad, page or email with real users to see which performs better on a chosen metric, such as conversion rate.

AEO (Answer Engine Optimization)AI search

Optimising content so search features and AI assistants, featured snippets, voice assistants, ChatGPT, Gemini and Google AI Overviews, can use it as the direct answer to a question. Learn more →

AI OverviewsAI search

AI-generated summaries that Google shows at the top of some search results, citing the web pages they draw from. Learn more →

Anchor textSEO

The clickable words of a hyperlink. Descriptive anchor text helps users and search engines understand what the linked page is about.

BacklinkSEO

A link from another website to yours. Relevant links from trusted sites are a strong signal of authority for search engines and AI models. Learn more →

Bounce rateAnalytics

In older analytics, the share of single-page visits. GA4 focuses instead on engagement rate, sessions that last 10+ seconds, convert or view 2+ pages.

Canonical tagTechnical SEO

An HTML tag that tells search engines which URL is the main version of a page, preventing duplicate-content problems.

Click-through rate (CTR)Ads & SEO

The percentage of people who click a result or ad after seeing it: clicks ÷ impressions × 100.

Conversion rateAds & CRO

The percentage of visitors who complete a goal such as a call, form submission or purchase.

Core Web VitalsTechnical SEO

Google’s page-experience metrics for loading speed (LCP), responsiveness (INP) and visual stability (CLS). Learn more →

Cost per click (CPC)PPC

The amount you pay each time someone clicks your ad. Learn more →

Cost per lead (CPL)PPC

Total ad spend divided by the number of leads generated, a key measure of paid campaign efficiency. Learn more →

Crawling & indexingTechnical SEO

Crawling is when search engines discover and read your pages; indexing is when they store them so they can appear in results.

E-E-A-TSEO

Experience, Expertise, Authoritativeness and Trustworthiness, qualities Google’s guidelines use to describe helpful, reliable content. Learn more →

EntityAI search

A uniquely identifiable thing, a business, person, place or product, that search engines and AI models understand along with its attributes and relationships. Learn more →

Featured snippetSEO

A highlighted answer box at the top of Google results that quotes a short passage, list or table from a web page.

GEO (Generative Engine Optimization)AI search

Improving how often and how accurately generative AI tools like ChatGPT, Gemini and Perplexity mention and cite your brand in their answers. Learn more →

Google Business ProfileLocal SEO

Your free business listing on Google Search and Maps, showing address, hours, photos, reviews and posts. It is central to local SEO. Learn more →

Keyword researchSEO

Finding the words and questions your customers search for, along with their volume, intent and competition. Learn more →

Knowledge GraphAI search

Google’s database of entities and facts, used to show knowledge panels and to understand relationships between things.

Landing pageAds & CRO

A page built for a specific campaign or offer, designed to turn visitors into leads or customers. Learn more →

llms.txtAI search

A proposed standard: a Markdown file at your website root that summarises your site and links to its most important pages for AI models. Learn more →

Local pack (Map Pack)Local SEO

The group of usually three businesses Google shows with a map for searches with local intent, such as “SEO company near me”. Learn more →

Meta descriptionSEO

A short summary of a page in its HTML. Search engines often show it below the title in results; it influences clicks. Learn more →

NAP consistencyLocal SEO

Keeping your business Name, Address and Phone number identical across your website, Google Business Profile and directories.

Online reputation management (ORM)Reputation

Monitoring and improving how a business appears in reviews, search results, social media and AI answers. Learn more →

Performance MaxPPC

A Google Ads campaign type that uses automation to show ads across Search, YouTube, Display, Discover, Gmail and Maps from one campaign. Learn more →

RemarketingPPC

Showing ads to people who have already visited your website or engaged with your brand, to bring them back. Learn more →

ROAS (Return on ad spend)PPC

Revenue generated for every rupee spent on ads: revenue ÷ ad spend.

Schema markupTechnical SEO

Structured data (usually JSON-LD) that describes your content, business, services, FAQs, products, in a format search engines and AI can read. Learn more →

Search intentSEO

The goal behind a search: informational (learn), navigational (find a site), commercial (compare) or transactional (buy).

SERPSEO

Search Engine Results Page, everything a search engine shows for a query, including ads, maps, snippets and AI Overviews. Learn more →

SMO (Social Media Optimization)Social

Optimising social profiles, bio, links, highlights, consistency, so they are complete, searchable and trustworthy. Learn more →

Title tagSEO

The HTML title of a page, shown as the clickable headline in search results and in browser tabs. Learn more →

UTM parametersAnalytics

Tags added to a URL (utm_source, utm_medium, utm_campaign) so analytics tools can attribute visits to specific campaigns. Learn more →

Zero-click searchAI search

A search where the user gets their answer directly on the results page or from an AI assistant without clicking any website. Learn more →