SEO GLOSSARY
SEO and AI-visibility terms, defined.
Plain-language definitions for technical SEO, on-page, performance, structured data, link, and GEO terms — each with a "how we check this" explanation tied to the DeepSEOAnalysis audit engine.
Technical SEO
301 Redirect
A permanent HTTP redirect that passes ~90–99% of link equity from the old URL to the new one — the correct redirect type for permanent URL changes in SEO.
Read definition →404 Page
A 404 page (HTTP 404 Not Found) is the error page returned when a requested URL does not exist on the server. From an SEO perspective, 404s on URLs that previously existed (broken links, deleted pages, moved pages without redirects) are the primary concern — they waste crawl budget and signal broken link equity.
Read definition →AI Overview
Google\'s AI-generated answer summary displayed at the top of some search results — citing sources from indexed web pages — which can significantly reduce click-through rates to organic results below it.
Read definition →Answer Engine Optimisation (AEO)
The practice of optimising content to be extracted and cited by AI answer systems (ChatGPT, Perplexity, Google AI Mode) rather than — or in addition to — optimising for traditional search ranking positions.
Read definition →Canonical Chain
A series of canonical tags where page A canonicalises to page B, which canonicalises to page C — creating a multi-hop chain instead of a direct canonical to the final destination.
Read definition →Canonical URL
The preferred URL for a page, declared via <link rel="canonical"> to prevent duplicate content from splitting ranking signals.
Read definition →Click Depth
The number of clicks required to reach a page from the homepage — a crawl efficiency signal. Pages more than 3 clicks from the homepage may be crawled less frequently and can accumulate fewer internal links, weakening their ranking potential.
Read definition →Client-Side Rendering (CSR)
A web architecture where page content is generated by JavaScript executing in the browser after the initial HTML response loads — creating SEO challenges because Googlebot must render JavaScript to see the content.
Read definition →Crawl Budget
The number of pages Googlebot will crawl on a site within a given timeframe — determined by crawl rate limit and crawl demand.
Read definition →Crawl Depth
The number of clicks (links) a crawler must follow from the homepage to reach a given page — pages deeper than 4 clicks receive less frequent crawling and less internal PageRank.
Read definition →Crawl Trap
A URL pattern that generates a near-infinite number of crawlable URLs — such as infinite scroll, recursive calendar links, or session-ID parameters — trapping Googlebot in an endless crawl loop and wasting crawl budget.
Read definition →Crawlability
Whether search engine crawlers can successfully access, fetch, and parse a page — the prerequisite for indexing and ranking.
Read definition →Doorway Pages
Pages created solely to rank for a specific keyword and then redirect or funnel visitors to a different destination — essentially SEO intermediaries with no independent user value. A violation of Google\'s spam policies; pages created to rank for queries they don\'t genuinely serve are classified as doorway page spam.
Read definition →Dynamic Rendering
Dynamic rendering is a server-side technique where a website serves pre-rendered static HTML to search engine crawlers and JavaScript-rendered content to regular users — acting as a bridge for JavaScript-heavy sites that can\'t implement full server-side rendering. Google has supported dynamic rendering as a workaround for JavaScript SEO, though server-side rendering is preferred.
Read definition →Faceted Navigation
Filter-and-sort UI on category pages (color, size, price, brand) that generates a combinatorial explosion of parameter URLs — the most common source of crawl budget waste on e-commerce sites.
Read definition →Google Search Console
Google\'s free tool for monitoring how your site appears in Google Search — showing impressions, clicks, CTR, average position, index coverage, and crawl errors.
Read definition →Googlebot
Googlebot is Google\'s web crawler — the automated bot that discovers, fetches, and indexes web pages for inclusion in Google Search. Googlebot crawls the web continuously, following links and respecting robots.txt directives, then passes pages to Google\'s indexing pipeline for analysis and ranking.
Read definition →Hreflang
An HTML link attribute (`rel="alternate" hreflang="en-gb"`) that tells Google which language/region version of a page to serve to users in each locale — the foundation of international SEO for multilingual or multi-region sites.
Read definition →HTML Sitemap
A user-facing page listing links to key pages on a site — helping both users navigate large sites and Googlebot discover pages that may be buried deep in the navigation.
Read definition →HTTP Status Codes (SEO)
The three-digit codes returned by a web server in response to a request, indicating whether the request succeeded, was redirected, or failed. The most SEO-relevant status codes: 200 (OK, index), 301 (permanent redirect — passes link equity), 302 (temporary redirect — less link equity), 404 (not found), 410 (gone), 500 (server error).
Read definition →HTTPS
The secure version of HTTP using TLS/SSL encryption — a confirmed (minor) Google ranking signal since 2014, and a prerequisite for modern browser security indicators, Core Web Vitals measurement, and user trust.
Read definition →Index Bloat
Having too many low-quality, thin, or duplicate pages indexed by Google — wasting crawl budget, diluting site authority, and potentially triggering Helpful Content penalties.
Read definition →Indexability
Whether a web page can be added to Google\'s search index and therefore appear in search results — determined by the absence of indexation barriers: `noindex` directives, canonical tags pointing elsewhere, HTTP errors (4xx/5xx), robots.txt disallows blocking crawl, or redirect loops.
Read definition →International SEO
Optimising a website to rank in multiple countries and/or languages — using hreflang tags, ccTLDs or subdirectories, and geotargeted content to signal which version serves which audience.
Read definition →Intrusive Interstitials Penalty
A Google mobile ranking signal (January 2017) that demotes pages that show intrusive interstitials — popups, slide-in banners, or full-screen overlays — that block users from accessing page content immediately after clicking a search result on mobile.
Read definition →JavaScript SEO
The practice of ensuring that JavaScript-rendered content is accessible and indexable by search engine crawlers, which process JS differently from browsers.
Read definition →Link Rot
The gradual decay of hyperlinks over time as content is removed, moved to new URLs, or domains expire — causing links to return 404 or redirect to unrelated content, and creating broken link issues for both inbound and outbound links.
Read definition →Log File Analysis
Analysing a web server\'s access logs to understand exactly which URLs Googlebot crawled, how often, and with what response codes — the most direct way to diagnose crawl budget problems.
Read definition →Meta Refresh
An HTML `<meta http-equiv="refresh">` tag that redirects the browser after a delay — discouraged for SEO because it doesn\'t reliably pass link equity and is slower than a proper 301 redirect.
Read definition →Meta Robots Tag
An HTML meta tag in the page <head> that instructs search engine crawlers whether to index a page and follow its links: index/noindex and follow/nofollow directives.
Read definition →Mobile-First Indexing
Google\'s approach of crawling and indexing the mobile version of a page as the primary version for ranking purposes.
Read definition →Near-Duplicate Content
Pages with very similar but not identical content — such as product variations, faceted navigation combinations, or location-templated pages — that may be treated as duplicates by Google and compete for the same ranking position.
Read definition →Noindex
A directive that tells search engines not to include a page in their index — implemented via a meta tag or HTTP header.
Read definition →Nosnippet
A meta robots directive (`<meta name="robots" content="nosnippet">` or `X-Robots-Tag: nosnippet`) that instructs Google not to display a text snippet or video preview in search results for the page. The page can still be indexed and ranked; Google will show the URL and title but no description excerpt or preview.
Read definition →Pagination (SEO)
The division of a category, archive, or listing page\'s content across multiple numbered URLs (/page/1, /page/2) — creating duplicate content risk if canonical management is not implemented and crawl budget waste if deep page numbers are crawled without providing ranking value.
Read definition →Redirect Chain
A series of redirects where URL A → URL B → URL C instead of directly to the final destination — wastes crawl budget and dilutes link equity.
Read definition →Redirect Loop
A circular chain of redirects where URL A redirects to URL B, which redirects back to URL A (or through a chain back to A) — causing browsers and crawlers to fail with an error rather than reaching content.
Read definition →Robots.txt
A text file at the root of a domain that tells crawlers which pages or sections to access or avoid.
Read definition →Semantic HTML
Using HTML elements for their intended meaning — `<article>`, `<nav>`, `<header>`, `<main>`, `<section>`, `<aside>`, `<h1>`–`<h6>`, `<figure>`, `<time>` — rather than generic `<div>` containers for all elements. Semantic HTML improves accessibility, crawlability, and Google\'s ability to identify the purpose and hierarchy of page content.
Read definition →SEO Audit
A systematic review of a website\'s technical health, on-page optimisation, link structure, and AI visibility — producing a prioritised list of issues and fixes.
Read definition →Server-Side Rendering (SSR)
Generating the full HTML of a page on the server per request, so browsers and crawlers receive complete content on the first HTTP response — the opposite of client-side rendering (CSR) where a JavaScript bundle builds the DOM after load.
Read definition →Site Migration
Moving a website to a new domain, URL structure, CMS, or HTTPS — one of the highest-risk SEO operations if not executed with a complete redirect map and pre/post-launch monitoring.
Read definition →Sitelinks Searchbox
A `WebSite` schema property that enables a search box to appear within a Google brand knowledge panel — allowing users to search directly within a site from the Google SERP. The searchbox appears alongside sitelinks in branded search results for large or prominent sites.
Read definition →Soft 404
A page that returns HTTP 200 OK but displays "page not found" or otherwise empty/unhelpful content — Google treats these as wasted crawl budget and may deindex them.
Read definition →Subdomain vs Subdirectory
Subdomains (`blog.example.com`) and subdirectories (`example.com/blog/`) are two URL structures for organising site sections. Google has stated it treats subdomains and subdirectories similarly in its ability to understand them, but subdirectories are generally preferred in SEO for consolidating link equity and topical authority to the main domain — especially for content (blog, help centre, documentation) that benefits from inheriting the main domain\'s authority.
Read definition →Technical SEO
The discipline of optimising a website\'s infrastructure — crawlability, indexability, site speed, structured data, and security — so that search engines can discover, render, and understand pages correctly.
Read definition →URL Inspection Tool
A Google Search Console feature that shows how Google has crawled, rendered, and indexed a specific URL — including its canonical, index status, structured data, and mobile usability.
Read definition →URL Parameter
A key-value pair appended to a URL after a `?` character — such as `?sort=price` or `?page=2` — that can create thousands of duplicate-content URLs if not handled correctly.
Read definition →URL Structure
How URLs are organized — including the path hierarchy, use of keywords, and avoidance of parameters — which affects crawlability, user clarity, and ranking.
Read definition →X-Robots-Tag
An HTTP response header that provides the same crawling and indexing directives as the robots meta tag, but without requiring HTML access — making it the only noindex method that works for non-HTML files like PDFs, images, and XML documents.
Read definition →XML Sitemap
A file that lists all the indexable URLs on a site so search engines can discover and prioritize crawling them.
Read definition →XML Sitemap Index
A sitemap file that links to multiple individual sitemap files — used when a site exceeds the 50,000 URL limit of a single sitemap, or to organise URLs by content type (posts, pages, products, images) for easier monitoring in GSC.
Read definition →On-Page SEO
Alt Text (Image Alt Attribute)
A text description of an image, written in the HTML `alt` attribute — required for accessibility and used by search engines to understand image content.
Read definition →Click-Through Rate (CTR)
The percentage of searchers who click your result after seeing it in the SERP — a direct signal of how compelling your title and meta description are.
Read definition →Content Pruning
The SEO practice of removing, consolidating, or improving low-quality indexed pages to raise the overall quality signal of a site — often recommended as a recovery strategy after a Google Helpful Content or core algorithm update.
Read definition →Duplicate Content
Identical or substantially similar content appearing at multiple URLs — which forces Google to choose one version to index and can dilute ranking signals across copies.
Read definition →E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google\'s quality framework for evaluating content — especially important for YMYL (Your Money, Your Life) topics like health, finance, and legal.
Read definition →Featured Snippet
A special SERP result that displays a direct answer pulled from a webpage above the standard organic listings — also called "position zero."
Read definition →Google Business Profile (GBP)
Google\'s free local listing platform (formerly Google My Business) that controls how a business appears in Google Maps and local search results — the most important local SEO asset for businesses with a physical location.
Read definition →Heading Tags (H1–H6)
HTML elements that define the hierarchical structure of page content — H1 for the page title, H2 for main sections, H3 for subsections — used by Google to understand content organisation and topic coverage.
Read definition →Helpful Content Update
A Google algorithm update (launched August 2022, major update September 2023, absorbed into core algorithm March 2024) that demotes content written primarily for search engines rather than people — targeting thin, AI-generated, affiliate-overloaded, and programmatically-scaled content with no genuine value.
Read definition →Image SEO
Optimising images for search — including descriptive alt text, semantic file names, correct dimensions, and next-gen formats — to improve rankings and Core Web Vitals.
Read definition →Keyword Cannibalization
When multiple pages on the same site compete for the same keyword, splitting ranking signals and confusing search engines about which page should rank.
Read definition →Keyword Research
The process of identifying the specific queries your target audience uses in search — to guide content creation, page optimisation, and site architecture decisions.
Read definition →Keyword Stuffing
A black-hat SEO tactic of unnaturally overloading a page with target keywords — in visible body text, title tags, meta descriptions, alt text, or hidden text — to manipulate search rankings. Google\'s algorithms detect keyword stuffing and either ignore the stuffed signals or apply a ranking penalty.
Read definition →Local SEO
SEO optimisation for location-based search queries — ensuring a business appears in Google\'s local pack and map results for "near me" and city-specific searches.
Read definition →Long-Tail Keyword
A specific, multi-word search query with lower search volume but higher intent and less competition than broad head terms.
Read definition →Meta Description
An HTML tag that describes a page\'s content; used by search engines to generate SERP snippets when relevant to the query.
Read definition →On-Page SEO
Optimising the content and HTML elements of an individual page — title tag, meta description, headings, body copy, images, and internal links — to rank for its target query.
Read definition →Open Graph
A set of `<meta>` tags in the `<head>` that control how a page appears when shared on social media and in chat apps — title, description, image, and URL.
Read definition →People Also Ask (PAA)
A SERP feature showing a collapsible box of related questions — appearing on most informational queries — that represents high-value keyword and content opportunities for SEO.
Read definition →Programmatic SEO
Creating large volumes of SEO-targeted pages at scale using templates and structured data — where each page targets a specific keyword combination — typically for location pages, comparison pages, or niche aggregators.
Read definition →Search Intent
The underlying goal a searcher has when typing a query — informational, navigational, commercial, or transactional — which determines what content type and format will rank.
Read definition →Thin Content
Pages with little or no unique value — low word count, duplicated from other sources, or auto-generated — that Google may ignore or penalize.
Read definition →Title Tag
The HTML <title> element that names a page in browser tabs, SERP snippets, and social shares — the single most important on-page SEO element.
Read definition →Topic Cluster
A content architecture model where a broad pillar page links to multiple cluster pages covering specific subtopics — building topical authority by demonstrating comprehensive coverage of a subject.
Read definition →Zero-Click Search
A search where Google answers the query directly in the SERP — via a featured snippet, knowledge panel, or AI Overview — so the user never clicks to any website.
Read definition →Content
AI Content SEO
SEO considerations for AI-generated content — ensuring AI-produced articles have correct Article schema with accurate `datePublished`, FAQPage schema on AI-generated FAQ sections, human editorial review for YMYL accuracy, and AI crawler access for the published content.
Read definition →Content Refresh
The process of updating an existing page to restore or improve its search rankings — by fixing content decay, filling topic gaps, updating outdated information, and improving content structure to match current search intent.
Read definition →Performance
Core Web Vitals
Three Google metrics — LCP, INP, and CLS — that measure real-user loading, interactivity, and visual stability.
Read definition →Critical CSS
Critical CSS is the minimum set of CSS rules required to render the above-the-fold content of a page without layout shift — inlined directly in the <head> to eliminate render-blocking from external stylesheet loads and allow the browser to display above-fold content immediately.
Read definition →Cumulative Layout Shift (CLS)
The Core Web Vital measuring visual stability — the total unexpected layout movement of visible elements during page load. Good CLS is ≤0.1 at p75; poor CLS indicates elements shifting position after the user begins reading.
Read definition →First Contentful Paint (FCP)
A performance metric measuring the time from page navigation start until the browser renders the first piece of content — text, image, or SVG — on screen. FCP is not a Core Web Vital but is a useful early-load diagnostic.
Read definition →Interaction to Next Paint (INP)
The Core Web Vital measuring page responsiveness — the delay from a user interaction (click, tap, keyboard press) to the next visual update. INP replaced First Input Delay (FID) as the responsiveness CWV in March 2024. Good INP is ≤200ms.
Read definition →Largest Contentful Paint (LCP)
The Core Web Vital measuring how long it takes for the largest visible content element in the viewport to render — good LCP is under 2.5 seconds at the p75 threshold using real Chrome user data (CrUX).
Read definition →Lazy Loading
A browser performance technique where images and iframes are deferred from downloading until they are near the viewport — reducing initial page weight and improving load time for above-the-fold content, but harmful for LCP images when applied incorrectly.
Read definition →Lighthouse
Google\'s open-source automated auditing tool that measures web performance, accessibility, best practices, and SEO in a simulated lab environment — built into Chrome DevTools and used by PageSpeed Insights.
Read definition →Next-Gen Image Formats (WebP, AVIF)
Modern image compression formats — WebP and AVIF — that deliver significantly smaller file sizes than JPEG and PNG at equivalent visual quality, directly reducing image payload and improving Core Web Vitals LCP.
Read definition →Page Experience
Google\'s umbrella ranking signal combining Core Web Vitals, mobile-friendliness, HTTPS, and absence of intrusive interstitials.
Read definition →PageSpeed Insights (PSI)
Google\'s free page performance tool that combines Lighthouse lab scores with real CrUX field data for a URL — showing both simulated performance and actual user experience in one report.
Read definition →Render-Blocking Resources
Render-blocking resources are CSS stylesheets and synchronous JavaScript files in the <head> that prevent the browser from rendering page content until they have fully downloaded and parsed — directly delaying First Contentful Paint (FCP) and Largest Contentful Paint (LCP).
Read definition →Server Response Time (TTFB)
Time to First Byte (TTFB) — the time from a browser (or crawler) making an HTTP request to receiving the first byte of the response from the server. Google\'s threshold for Good TTFB is under 800ms; over 1800ms is Poor. High TTFB directly delays LCP and every other page load metric.
Read definition →Time to First Byte (TTFB)
The time between a browser sending an HTTP request and receiving the first byte of the server\'s response — a measure of server response speed that influences crawl rate and LCP.
Read definition →Total Blocking Time (TBT)
A Lighthouse lab metric measuring the total time the main thread is blocked by long tasks between First Contentful Paint and Time to Interactive — a proxy for interactivity that correlates with INP in the field.
Read definition →Structured Data
Breadcrumbs (SEO)
A navigational element showing a page\'s position in the site hierarchy (e.g., Home → Category → Page). When marked up with BreadcrumbList JSON-LD schema, Google displays breadcrumb paths in search results instead of the raw URL — improving SERP appearance and providing a strong site architecture signal.
Read definition →FAQPage Schema
JSON-LD structured data that marks Q&A pairs on a page so search engines and AI systems can display and cite them directly.
Read definition →HowTo Schema
JSON-LD structured data that marks step-by-step instructional content so search engines and AI systems can identify and cite procedural answers.
Read definition →JSON-LD
JavaScript Object Notation for Linked Data — Google\'s preferred format for adding structured data (Schema.org markup) to web pages via a `<script type="application/ld+json">` block in the HTML head or body, keeping machine-readable data separate from visible content and easier to maintain than Microdata or RDFa.
Read definition →LocalBusiness Schema
LocalBusiness schema is a Schema.org structured data type that describes a local business — name, address, phone, hours, geo coordinates, and more — enabling rich Knowledge Panel and Local Pack displays in Google Search. It is the foundation of structured data for local SEO.
Read definition →Microdata
Microdata is one of three syntaxes for adding structured data to HTML (alongside JSON-LD and RDFa). It embeds structured data inline in HTML using itemscope, itemtype, and itemprop attributes on existing HTML elements. JSON-LD is now Google\'s recommended format, but Microdata is still valid and indexed.
Read definition →Organization Schema
Organization schema (schema.org/Organization) is a structured data type that describes a company or institution — name, URL, logo, social profiles, contact information — helping Google build a Knowledge Panel for the brand and confirm entity identity for E-E-A-T signals.
Read definition →Product Schema
Product schema is a Schema.org structured data type that describes a product for sale — name, description, image, price, availability, reviews — enabling rich results including price, availability, and star ratings directly in Google Search results. It is the highest-priority structured data type for e-commerce.
Read definition →Review Schema (AggregateRating)
JSON-LD structured data using the Review and AggregateRating schema types to communicate star ratings and review counts to search engines — enabling star rich results in SERPs.
Read definition →Rich Results
Enhanced search result formats that Google displays beyond the standard blue link, title, and description — including star ratings, FAQ dropdowns, product panels, recipe cards, How To steps, event dates, and job listings — enabled by valid structured data (JSON-LD schema) in the page\'s server-rendered HTML.
Read definition →Rich Results Test
Google\'s official tool for validating whether a page\'s structured data is eligible to produce rich results (star ratings, FAQs, breadcrumbs, etc.) in Google Search.
Read definition →Schema Markup
A shared vocabulary of types and properties from Schema.org used to annotate web content in machine-readable format — enabling search engines to understand what content means, not just what it says, and to generate rich results.
Read definition →Schema Validation
The process of checking that structured data (JSON-LD) on a page is correctly formatted and contains all required properties for its schema type.
Read definition →Structured Data
Machine-readable annotations added to HTML — usually JSON-LD — that explicitly describe what a page is about to search engines and AI systems.
Read definition →Links & Off-Page
Anchor Text
The visible, clickable text of a hyperlink — a relevance signal that tells search engines what the linked page is about.
Read definition →Backlink
A link from an external website to a page on your site — the primary off-page ranking signal in Google\'s algorithm.
Read definition →Broken Link
A hyperlink that returns a 4xx or 5xx HTTP status code — most commonly 404 Not Found — meaning the linked resource no longer exists at that URL. Internal broken links harm crawl budget efficiency and user experience; external broken links are a minor crawl signal but indicate maintenance neglect.
Read definition →Disavow File
A text file submitted via Google Search Console\'s Disavow Tool that tells Google to ignore specific backlinks when evaluating a site\'s link profile. Used only when a site has a significant number of spammy or manipulative inbound links that may be causing a manual penalty or algorithmic demotion — and only as a last resort after attempting link removal.
Read definition →Dofollow Link
A standard hyperlink that passes PageRank (link equity) to the destination page — the default link type; the opposite of a `rel="nofollow"` link, which does not pass equity.
Read definition →Domain Authority (DA)
Moz\'s proprietary 1–100 metric predicting how likely a domain is to rank in SERPs, based on backlink quality and quantity. Not a Google metric.
Read definition →Internal Linking
Links between pages on the same domain that distribute PageRank, establish site hierarchy, and guide crawlers to important content.
Read definition →Link Building
The practice of acquiring inbound backlinks from other websites to increase a page\'s PageRank and improve its ranking potential for target queries.
Read definition →Link Equity (PageRank)
The ranking value passed from one page to another through hyperlinks — derived from Google\'s original PageRank algorithm. Pages with more or higher-quality inbound links have more link equity and pass more equity to pages they link to. Also called "link juice."
Read definition →Nofollow
A `rel="nofollow"` link attribute that instructs Google not to pass PageRank through a link — used for user-generated content, paid links, and links you don\'t editorially endorse.
Read definition →Off-Page SEO
SEO work done outside your own website — primarily building backlinks, brand mentions, and authority signals that tell search engines your site is trustworthy and credible.
Read definition →Orphan Page
A page with no inbound internal links from other pages on the same site — making it invisible to both crawlers and users navigating through internal links.
Read definition →Outbound Link
A link from your site to an external site — also called an external link. Outbound links to authoritative, relevant sources can add E-E-A-T signals; excessive outbound links to low-quality sites risk association effects.
Read definition →PageRank
Google\'s original algorithm that scores pages by the quantity and quality of links pointing to them — still a core (now internal) ranking factor.
Read definition →Referring Domain
A unique domain that contains at least one hyperlink pointing to your website — the most important unit of backlink measurement for SEO because Google values link diversity (many independent domains linking) over link quantity (many links from a single domain).
Read definition →Site Architecture
How a website\'s pages are organised and linked together — affects crawl efficiency, PageRank distribution, and how clearly topical clusters signal to search engines.
Read definition →Sponsored Link
A link placed as part of a paid, compensated, or advertorial arrangement, marked with rel="sponsored" to identify its commercial nature to Google.
Read definition →Topical Authority
A site\'s perceived depth of expertise in a subject area, built by covering a topic comprehensively rather than by accumulating generic backlinks.
Read definition →Toxic Backlink
A backlink from a low-quality, spammy, or manipulative source that may harm a site\'s rankings by associating it with link schemes — though modern Google is generally better at ignoring these than penalising them.
Read definition →Analytics & Measurement
Organic CTR
Organic click-through rate (organic CTR) is the percentage of Google Search impressions for a URL or query that result in a click to the site. It is reported in Google Search Console and is a key diagnostic metric for identifying title tag and meta description optimisation opportunities.
Read definition →Search Visibility
Search visibility (also called organic visibility or share of voice) is a metric that aggregates a site\'s ranking positions across a defined keyword set, weighted by search volume, to produce a single percentage representing how much of the total available search traffic in that keyword set the site is capturing. A site ranking position 1 for all tracked keywords has 100% search visibility; a site not ranking for any has 0%.
Read definition →AI Visibility / GEO
Entity SEO
SEO focused on establishing and reinforcing a brand or person as a recognised entity in Google\'s Knowledge Graph — influencing AI citations and semantic search results.
Read definition →Generative Engine Optimization (GEO)
The practice of structuring content so that AI-powered answer engines can retrieve, understand, and cite it in generated responses.
Read definition →Knowledge Graph
Google\'s structured database of entities (people, places, organisations, concepts) and their relationships — which informs SERP features and AI-generated summaries.
Read definition →llms.txt
A plain-text file at the root of a domain that guides AI systems to a site\'s most useful and citeable pages.
Read definition →Passage Indexing
Google\'s ability to index and rank individual passages within a long page, meaning a single section can rank for a query even if the overall page topic is different.
Read definition →