SEO & AI Glossary

Marketing activities that create awareness and interest in a product or service, building a pipeline of potential customers who want to learn more.

All marketing activities that use digital channels (search, social, email, display, content, and AI) to reach, engage, and convert target audiences.

A plan that defines how a business will use digital channels (search, social, email, content, and paid) to achieve its marketing and business objectives.

A content and link-building strategy that earns media coverage, backlinks, and brand mentions from online publications and journalists.

A file submitted to Google via Search Console that instructs Google to ignore specific backlinks when evaluating a site's ranking.

Visual banner, image, and video ads served across websites, apps, and platforms through ad networks, typically used for brand awareness and retargeting.

A standard hyperlink that passes PageRank and link equity from the linking page to the destination, the default link type unless a rel attribute is specified.

Standard hyperlinks without a nofollow attribute, which pass PageRank and anchor text signals from the linking page to the linked page.

Moz's proprietary 1–100 score predicting how likely a domain is to rank in search engine results, based on its link profile.

Ahrefs' proprietary 0–100 score measuring the strength of a website's backlink profile relative to all other websites in its database.

An email subscription process requiring new subscribers to confirm their email address via a confirmation link before being added to the list.

An automated series of emails sent over time, triggered by a user action or schedule, designed to nurture leads toward a conversion.

Identical or very similar content appearing at multiple URLs, which can confuse search engines and dilute ranking signals.

The amount of time a user spends on a page after clicking a search result before returning to the SERP, a behavioural signal Google may use to assess content quality.

Ads that automatically personalise creative elements (images, headlines, products) based on user behaviour, profile data, or a product feed.

A server-side technique that serves pre-rendered static HTML to crawlers while delivering the normal JavaScript version to users.

Google Ads that automatically generate headlines and target queries based on a website's content rather than advertiser-defined keywords.

Experience, Expertise, Authoritativeness, and Trustworthiness, Google's quality framework used by human raters to evaluate web content, influencing ranking algorithms.

SEO strategies specifically applied to online retail sites, optimising product pages, category pages, and faceted navigation to drive high-intent organic shopping traffic.

A design approach that treats digital content like a printed magazine: strong typography, considered hierarchy, generous use of imagery, and layouts crafted for sustained reading.