Glossary terms
AEO (Answer Engine Optimisation)
Structuring content, schema and earned mentions so AI assistants and AI Overviews can extract accurate answers about your business.
GEO (Generative Engine Optimisation)
Closely related to AEO — optimising for generative AI surfaces that synthesise answers rather than return link lists.
Core Web Vitals
Google metrics for loading, interactivity and visual stability. They influence search visibility and user experience on mobile.
Local SEO
Optimising for location-based searches and Google Business Profile visibility in a specific city or region.
Entity SEO
Making it unambiguous who your organisation is, what it sells and where it operates — critical for AI citation.
Canonical URL
The preferred URL search engines should index when duplicate or similar pages exist. It prevents dilution of rankings across trailing slashes, parameters or syndicated copies.
Structured data (Schema.org)
Machine-readable labels (JSON-LD) that describe your organisation, services, FAQs and articles so Google and AI systems can parse facts reliably.
Internal linking
Links between pages on your own site that help users and crawlers discover related services, locations and proof — strengthening topical authority without keyword stuffing.
Conversion rate optimisation (CRO)
Improving the percentage of visitors who complete a valuable action — enquiry, signup or purchase — through clearer messaging, layout, forms and trust signals.
Answer block
A concise, quotable paragraph near the top of a page that directly answers a buyer question. Used heavily in AEO for AI Overviews and assistant citations.
