Glossary.

E-E-A-T

Experience, Expertise, Authoritativeness, Trustworthiness, Google's quality rater framework.

Geo pages

Pages targeting location-specific queries by serving city- or region-unique content.

JSON-LD

The recommended serialization format for structured data on the web.

Local SEO

Optimization for queries with explicit or implicit local intent.

schema.org

The shared vocabulary of types and properties that underpins structured data on the web.

Structured data

Machine-readable metadata embedded in a page via JSON-LD so crawlers can understand entities and relationships.

Technical SEO

The infrastructure layer, crawlability, indexability, site speed, schema, URL structure.

Content uniqueness

The measurable distinctness of one page from every other page on the site.

Doorway pages

Thin, near-duplicate pages created to capture search traffic. Penalized by Google.

Programmatic SEO

Generating pages at scale from a data model so each page targets a unique long-tail query.

Answer Engine Optimization

Optimizing content so LLM-backed search engines cite the source by name when answering questions.

Entity SEO

Establishing a distinct entity (person, business, concept) that search engines can resolve.

FAQPage schema

Structured data that marks up question-and-answer pairs so they can appear as rich results.

llms.txt

A plain-text file at the site root that summarizes the site for LLM crawlers.

Core Web Vitals

Google's three page-speed signals: LCP, INP, and CLS.

Information architecture

The organization and labeling of a site so users and crawlers can find what they need.

Lighthouse

Google's automated page-quality audit covering performance, accessibility, SEO, and best practices.

Conversion rate optimization

The discipline of increasing the share of site visitors who complete a target action.