- SEO
- Search engine optimisation: the technical and content work that makes your site show up when people search for what you offer.
- Local SEO
- SEO focused on location searches like “near me” or a city name.
- GEO (generative engine optimisation)
- Preparing your content so assistants like ChatGPT, Gemini or Perplexity understand and cite it.
- Structured data
- Invisible schema.org code that describes your business, services and pages to machines.
- Schema.org
- The standard vocabulary Google, Bing and others use to read structured data.
- Crawler
- A program that walks websites to read them, like Googlebot or OpenAI's OAI-SearchBot.
- robots.txt
- A file telling crawlers which parts of your site they may visit.
- Sitemap
- A list of your site's pages that helps search engines find all of them.
- Indexing
- When a search engine stores your page in its index and can show it in results.
- Keyword
- The words a person types when searching, like “plumber near me”.
- Search intent
- What the searcher really wants: to learn, compare or hire.
- Meta description
- A short page summary that often shows under the title in results.
- Canonical
- A tag that marks the main version of a page to avoid duplicates.
- Core Web Vitals
- Google's three experience metrics: LCP (loading), INP (responsiveness) and CLS (stability).
- Conversion
- When a visitor does what you wanted: request a quote, call or book.
- Call to action
- The button or message inviting the next step.
- Frontend
- The part of the site you see and touch: design, copy, buttons and forms.
- Backend
- The part you don't see: data, quotes, messages and automations.
- Domain
- Your site's address, like yourbusiness.com. It should be registered in your name.
- Hosting
- The service where your site lives so it's available online.
- SSL / HTTPS
- An encrypted connection that protects data and shows the padlock in the browser.
- Responsive design
- A site that adapts well to phone, tablet and desktop.
- Brand identity
- Logo, colours, type and tone that make your business recognisable.
- Quote funnel
- The path from someone finding you to asking for a price.