Glossary: GEO, SEO, ads, websites and AI

Plain-language definitions of the terms you meet when you order a website, ads, SEO or an AI assistant. Each entry has an example and the mistakes people make most often.

  • AI agent

    An AI agent is a program built on a language model that does not just answer but acts: it plans steps and uses tools — a CRM, a calendar, email, a database — to complete a task on its own.

  • AI Overviews (Google)

    AI Overviews are AI-generated summaries that Google shows at the top of some search results, with links to the pages the summary draws on.

  • AI visibility

    AI visibility is how often and how accurately AI assistants such as ChatGPT, Gemini and Perplexity name a business when people ask them for a recommendation in its field.

  • API and integration

    An API is a documented way for one program to exchange data with another; an integration uses APIs to connect services — a website, a CRM, payments, a messenger — so data moves between them automatically.

  • Chatbot

    A chatbot is a program that talks with people in a messenger, on a website or in an app: it answers questions, takes orders or bookings and passes complex cases to a person.

  • CMS (content management system)

    A CMS is software with an admin panel that lets you add and edit pages, texts, photos and prices on a website without writing code; WordPress is the best-known example.

  • Conversion rate

    Conversion rate is the share of visitors who do the target action — send a request, call, buy — out of all visitors, usually shown as a percentage.

  • Core Web Vitals

    Core Web Vitals are Google’s three metrics of real user experience on a page: how fast the main content appears (LCP), how quickly the page reacts to input (INP) and how much the layout shifts while loading (CLS).

  • CPC (cost per click)

    CPC is how much an advertiser pays on average for one click on an ad; on most ad platforms it is set in an auction and changes with competition.

  • CPL (cost per lead)

    Cost per lead is the ad spend divided by the number of leads — requests, calls or sign-ups — the campaign brought in.

  • CRM (customer relationship management)

    A CRM is a system that keeps all customers and deals in one place: contacts, requests, conversation history, stages of each deal and tasks for the team.

  • Cross-platform app

    A cross-platform app is a mobile app built from one codebase — for example with React Native or Flutter — that runs on both iOS and Android.

  • CTR (click-through rate)

    CTR is the share of people who click a link, an ad or a search result out of everyone who saw it: clicks divided by impressions.

  • Design system

    A design system is a shared set of reusable components — buttons, forms, cards — with rules for colours, type and spacing, so every new page or screen looks and works consistently.

  • E-E-A-T (experience, expertise, authoritativeness, trustworthiness)

    E-E-A-T is the set of qualities Google’s search quality guidelines use to judge content: experience, expertise, authoritativeness and trustworthiness, with trust the most important.

  • GEO (Generative Engine Optimization)

    GEO is work on a website, its content and its mentions elsewhere so that AI assistants such as ChatGPT, Gemini and Perplexity understand a business correctly and can name it in their answers.

  • Landing page

    A landing page is a single web page built around one offer and one action — usually a request, a call or a purchase — often used as the destination of an ad campaign.

  • LLM (large language model)

    A large language model is an AI system trained on huge amounts of text that predicts and writes language; it powers ChatGPT, Gemini, Claude and most AI assistants and chatbots.

  • llms.txt

    llms.txt is a proposed plain-text file at the root of a website (/llms.txt) that gives AI tools a short, structured summary of the site and links to its key pages.

  • Responsive design

    Responsive design means a website adapts its layout to any screen — phone, tablet or desktop — so the same page stays readable and easy to use everywhere.

  • Retargeting (remarketing)

    Retargeting is showing ads to people who have already interacted with a business — visited the site, watched a video, added to cart — to bring them back.

  • Schema markup (structured data)

    Schema markup is code added to a page, usually in JSON-LD format and using the schema.org vocabulary, that tells search engines and AI systems exactly what the page is about: an organization, a product, an article, an FAQ.

  • SEO (search engine optimization)

    SEO is work on a website — its structure, speed, content and links — so that search engines like Google show it higher for the queries its customers type.

  • SERP (search engine results page)

    A SERP is the page a search engine shows in response to a query: ads, the organic results and extra blocks such as maps, questions, images or AI-generated answers.

  • SMM (social media marketing)

    SMM is the planned, regular running of a business’s social media to win customers: posts, short videos and replies.

  • UI/UX design

    UI (user interface) is what people see and tap: screens, buttons, text and colours.

  • Website audit

    A website audit is a structured check of a site — speed, phone layout, search basics, technical errors and how easy it is to contact the business — that ends with a ranked list of fixes.

Want us to do this for you?

Tell us about the task: after a 15-minute brief we name the plan, timeline and price.

Discuss the task
Message us on WhatsApp Get an estimate