Glossary
SEO, GEO & more, explained simply
The most important terms from search engines, advertising and AI visibility in plain words.
- AEOAnswer Engine Optimisation
- You prepare content so that search engines and AI assistants can use it directly as the answer to a question. Short, clear answers and unambiguous information help with this.More on this: AI Visibility (GEO & AEO) →
- AI Overview
- A summary generated by Google that appears above the normal results for many searches and shows the answer directly, with links to the sources. Pages with clear, short answers are more likely to be used as a source.More on this: AI Visibility (GEO & AEO) →
- Backlink
- A link from another website to yours. Links from trustworthy pages on related topics count as a recommendation for search engines.More on this: SEO & Local SEO →
- Conversion
- The moment a visitor does what you want: calls, sends the form, buys something. The conversion rate tells you how many visitors do this.More on this: Web Design & Development →
- Core Web Vitals
- Three Google metrics for how fast a page loads (LCP), how quickly it responds to input (INP) and how stable the layout stays while loading (CLS). They are among the ranking factors.More on this: Web Design & Development →
- GEOGenerative Engine Optimisation
- You make sure AI systems such as ChatGPT or Gemini know your business and mention it in their answers. That requires reliable, verifiable information about you online.More on this: AI Visibility (GEO & AEO) →
- Google Business Profile
- Your company’s free listing on Google Search and Google Maps, with address, opening hours, photos and reviews. It used to be called "Google My Business".More on this: SEO for Tradespeople →
- Keyword
- A search term people type into Google, for example "heating engineer Dessau". SEO and ads are guided by which terms match your offer.More on this: SEO & Local SEO →
- Landing page
- A page built for a single goal, for example an enquiry. Visitors from ads usually land on a landing page rather than the home page.More on this: Google Ads (PPC) →
- Local SEOLocal search engine optimisation
- SEO for searches with a local focus, such as "dentist near me". What matters is the Google Business Profile, consistent business details in directories and reviews.More on this: SEO & Local SEO →
- Redirect (301)
- A redirect tells visitors and Google: this page can now be found permanently at a new address. It prevents error pages and transfers the ranking of the old page to the new one.More on this: Website Relaunch →
- Relaunch
- A website is replaced by a new one. So that no rankings are lost, old addresses have to be redirected to matching new pages.More on this: Website Relaunch →
- SEASearch Engine Advertising
- Paid advertising in search engines, mainly Google Ads (also called PPC, pay per click). Your ad appears for certain search terms, and you usually pay per click.More on this: Google Ads (PPC) →
- SEOSearch Engine Optimisation
- Everything that makes your website appear higher on Google for relevant searches, without paying for each click. It works more slowly than advertising, but it lasts.More on this: SEO & Local SEO →
- Structured data
- Extra code on a page that tells search engines and AI systems unambiguously what it is about: for example a company, a product, a course or frequently asked questions.More on this: AI Visibility (GEO & AEO) →
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