SEO & Content

Here you will find terms relating to visibility in search engines and AI answer systems – from technical foundations such as crawling and indexing to editorial concepts such as E-E-A-T and content strategy. Useful for anyone who wants to understand how Google and AI searches assess content.

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AEO (Answer Engine Optimization) Answer Engine Optimization (AEO) is the deliberate preparation of website content for AI-based answer systems such as …
Alt Text Alt text is a written description of an image stored in the HTML, which screen readers read out and which is displayed …
Anchor Text Anchor text is the visible, clickable text of a hyperlink, giving both users and search engines context about what to …

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Backlink (Link Building) A backlink is an incoming link from an external website to your own site, which search engines read as a signal of …

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Duplicate Content Duplicate content refers to identical or near-identical content reachable under more than one URL — through parameters, …

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E-E-A-T E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, and describes the criteria Google uses …

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Featured Snippet A featured snippet is a highlighted extract from a web page that Google displays above the classic organic search …

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Internal Linking Internal linking refers to hyperlinks that point from one page of a website to another page on the same website, making …

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Meta Description The meta description is an HTML element that summarises the content of a web page in one or two sentences and is often …

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Orphan Pages Orphan pages are pages on a website that no other internal page links to, which makes them hard to find both through …

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Robots.txt The robots.txt is a publicly readable text file in the root directory of a website that tells well-behaved crawlers …

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XML Sitemap An XML sitemap is a machine-readable list of all the relevant URLs on a website that serves search engines as a …

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Zero-Click Search A zero-click search is a query that is already answered directly in the search results – through featured snippets, …