SEO & AI Glossary

The process of selecting the preferred URL for a piece of content when multiple URL variants exist, preventing duplicate content and concentrating link equity on a single canonical version.

The format and organisation of a website's URL paths (including hierarchy, keyword inclusion, separators, and length), with significant implications for usability and SEO.

Tags appended to URLs that track the source, medium, campaign, and other details of traffic arriving at a website.

Tags appended to URLs that pass campaign tracking data to analytics tools, identifying the source, medium, campaign, and content of inbound traffic.

References to a brand online that do not include a hyperlink, representing opportunities to request link placement from already-receptive publishers.

A machine learning approach where algorithms discover hidden patterns in unlabelled data without explicit guidance.

A visual exercise that documents the steps, touchpoints, emotions, and pain points a user experiences from first awareness to conversion.

Content created and published by unpaid users or customers (reviews, photos, videos, and posts) about a brand or product.