Confused by SEO or GEO / SGE jargon? This glossary breaks down key terms used in content marketing, SEO, and digital strategy — in plain English.
A newer frontier of digital content strategy focused on optimising your content to be cited, surfaced, and referenced by AI tools like ChatGPT, Perplexity, and Google’s SGE. Think of it as SEO’s smarter sibling.
Clear, concise, and well-structured writing that AI tools can easily digest, cite, and summarise. Think: headings, bullet points, short paragraphs, and semantic clarity.
Instead of just keywords, this focuses on clearly identifying people, places, organisations, and concepts—so your content builds topical authority and is favoured by AI engines.
Data and content formats (like lists, Q&As, glossaries) that help AI tools quickly understand and reuse your content in their responses.
The likelihood that your content will be cited or referenced by AI tools. Achieved through clarity, trust signals, and concise expert insight.
Creating content that answers the kinds of prompts users ask AI tools—helping your brand show up even when people don’t use Google.
Google’s evolving AI-powered search model that combines traditional results with AI-generated summaries. Optimising for SGE helps your content appear in those summaries.
Branding that’s built around a deeper mission beyond profit—focusing on positive social, environmental, or ethical impact.
A misleading marketing tactic where a brand exaggerates or fakes its environmental or ethical efforts to appear more sustainable.
Using authentic, emotionally engaging stories to communicate the real-world impact of a business’s values, products, or mission.
A buyer who considers ethical, social, and environmental factors when making purchasing decisions.
A behind-the-scenes code that speaks Google’s language—highlighting key info like FAQs, reviews, or products to earn rich snippets and stand out in search results.
A free offer (e.g., ebook, checklist, webinar) given in exchange for contact info to attract potential customers.
The journey a prospect takes from awareness to purchase, often visualised in stages: awareness → interest → decision → action.
Creating authoritative, insightful content that positions a brand or individual as a trusted expert in their industry.
A detailed description of a perfect-fit customer, based on factors like industry, company size, goals, and challenges.
Reusing existing content in different formats (e.g., turning a blog post into a LinkedIn carousel or podcast) to reach wider audiences.
The clickable text in a hyperlink, ideally relevant to the linked page’s topic for better SEO and user clarity.
The process of removing or consolidating underperforming content to improve overall site performance and SEO health.
Content with little to no value for users — often flagged by Google and can harm rankings.
A method of organizing website content into hierarchical groups based on topics, improving SEO by establishing clear thematic relevance.
The preferred version of a webpage that search engines recognise as the authoritative source among duplicate or similar pages.
An SEO approach that focuses on topic depth and context rather than just keywords, helping search engines understand meaning and intent.
An advanced search method used by AI and modern search engines that finds related results based on meaning rather than exact keywords.
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