CONCEPTS WITHOUT UNDERSTANDINGS
SEO and AI search dictionary.
A short definition, practical context and a path to a broader explanation. Select a term that appears in your report.
SEO
Work on the ability to find and understand the website in the search engine. Includes technology, content and outcome assessment; simply publishing your site does not replace it.
Expand the topic: SEO strategy: from company goal to work planSEO audit
Assessment of the established scope of the site with interpretation of issues and priorities. The scope of the audit must be agreed; the automatic test of one address is only one source of observation.
Expand the topic: SEO audit and automated test: what does a specialist assess?Indexing
Processing information about a page by a search engine in order to include it in its index. Simply downloading a document does not guarantee indexing or high ranking.
Expand topic: Why is the website not on Google? Indexing diagnosticsrobots.txt
File declaring resource retrieval rules for robots. It is not a mechanism for protecting confidential data and does not replace logging in.
Expand topic: Robots.txt and noindex: two different decisionsnoindex
A directive telling the search engine not to index the page. The robot must be able to read this directive; blocking downloads in robots.txt is a different decision.
Expand topic: Robots.txt and noindex: two different decisionsCanonical
Indication of the preferred address among similar or duplicate sites. It does not redirect the user and does not mean that the search engine will always select the URL provided.
Expand topic: Page change without chaos: redirections and canonicalRedirect
Sending the request to another address. When changing a site, the old address should lead to the appropriate new resource, and not automatically always lead to the home page.
Expand topic: Page change without chaos: redirections and canonicalXML Map
A file with addresses that helps the search engine learn about the website's resources. It does not replace navigation links and does not guarantee indexing.
Expand topic: Why is the website not on Google? Indexing diagnosticsSearch intent
The need behind the inquiry: for example, understanding an issue, comparing solutions, or making a purchase. It helps determine the role of the website and the appropriate scope of content.
Expand your topic: Search intent and content plan without duplicating topicsInternal linking
Links between pages of the same website. A good link leads to a specific development of the topic and has a description that is understandable even beyond the sentence "click here".
Expand your topic: Search intent and content plan without duplicating topicsStructured data
Markings that help machines interpret information on a page, such as a product. Correct syntax does not confirm the truthfulness of the data or the receipt of an extended result.
Expand the topic: Structured data: schema consistent with the content of the pageLighthouse
A tool that performs automatic website checks, including laboratory performance measurement. Its result depends on the test conditions and is not an assessment of the contractor's entire activity or work.
Expand topic: PageSpeed Insights: How to read the report and select fixesCrUX
Chrome User Experience Report: Aggregated experience data for eligible Chrome users. Their availability and scope vary from a single laboratory measurement.
Expand topic: PageSpeed Insights: How to read the report and select fixesLCP
Largest Contentful Paint: A metric related to the time it takes to show the largest piece of content in a view. It helps evaluate the loading experience, but is not a substitute for examining the entire user journey.
Expand the topic: Core Web Vitals: LCP, INP and CLS in practiceINP
Interaction to Next Paint: a metric of how a page responds to interactions. Laboratory Block Time TBT is not the same metric.
Expand the topic: Core Web Vitals: LCP, INP and CLS in practiceCLS
Cumulative Layout Shift: A metric of unexpected page element shifts. Problems may be caused by, for example, space for an image that is reserved only after it has been downloaded.
Expand the topic: Core Web Vitals: LCP, INP and CLS in practiceGEO and AEO
AEO (Answer Engine Optimization) concerns the preparation of content for providing answers. GEO (Generative Engine Optimization) describes the work on visibility in AI-generated responses. These are overlapping industry concepts, also based on SEO basics. They do not imply a universal certificate or a single measurement method.
Expand: SEO, GEO and AEO: what does AI search really change?AI robot
Generic term for a content downloader for AI-related services. You need to check the specific operator and target: search and training may have separate rules.
Expand topic: AI robots: searching is not the same as trainingConversion
A defined user action, e.g. a purchase or a valuable inquiry. The number of views does not equal the number of customers.
Expand the topic: How to measure SEO effects without confusing traffic with salesLocal SEO
Activities related to finding a company serving a specific area. The company's website and profile should present consistent, true information about the business.
Expand the topic: Local SEO: company profile and website that complement each otherE-E-A-T
Experience, expertise, authoritativeness and trustworthiness. A perspective on content quality, not a single score from our analyser.
Explore: E-E-A-T: showing your company’s experience and credibilityAI citation
A reference to a page as a source in a generative answer. Distinguish it from a company mention, a click and a sales enquiry.
Explore: GEO: creating content that can be verified and referencedContent update
A substantive change to a page’s answers, data or scope. Changing a date without improving the material does not develop its content.
Explore: Updating SEO content: expand, merge or start again?The definitions are educational and simplify issues. Detailed conditions and official sources can be found in the related guides. How we prepare materials.