Terms, in plain English.

Plain-English definitions of the words that come up when you build, run, or rebuild a website. Written for the people who own the site, not the people who code it.

AI search optimization (GEO)AI search optimization, also called generative engine optimization (GEO), is the practice of making your website readable, quotable, and citable by AI tools like ChatGPT, Perplexity, and Google's AI Overviews, so that when buyers compare companies and services with AI, yours is represented accurately and cited as a source.Read the definitionAnswer engine optimization (AEO)Answer engine optimization (AEO) is the practice of structuring website content so search engines and AI assistants can lift your answer and present it directly: featured snippets, AI Overviews, and chatbot responses.Read the definition
Bounce rateBounce rate is the share of visitors who arrive on a page and leave without doing anything: no second page, no form, no click.Read the definitionBrochure websiteA brochure website is a site that describes a company the way a printed brochure would: who we are, what we value, contact us.Read the definition
CMS (content management system)A CMS (content management system) is the software your team uses to edit website content, pages, photos, team bios, product lines, without writing code or calling a developer.Read the definitionCore Web VitalsCore Web Vitals are Google's three measurements of how a page feels to use: how fast the main content appears (LCP), how quickly the page responds to interaction (INP), and how much the layout jumps around while loading (CLS).Read the definition
Design systemA design system is the reusable kit a website is built from: a defined set of colors, type, spacing, and pre-built components (buttons, cards, section layouts) that fit together consistently.Read the definition
Google Business Profile (GBP)A Google Business Profile is the complimentary listing that shows your company in Google's map results and the info panel beside a search: name, category, hours, photos, reviews, and a link to your site.Read the definition
Headless CMSA headless CMS stores your content in one place and delivers it through an API, so the website (or app, or product catalog) that displays it is built separately and can be as fast and custom as you need.Read the definition
Information architectureInformation architecture (IA) is how a website's content is organized and named: what the sections are, what they're called, and what path a visitor follows to find what they came for.Read the definition
llms.txtllms.txt is a plain-text file at a website's root that gives AI systems a curated index of the site: what the company does and where the important pages are, in a format language models can read in one request.Read the definitionLocal SEOLocal SEO is the practice of showing up when someone searches for what you do in a specific place: the map results, the Google Business Profile listing, and the "near me" searches that decide which nearby company a buyer finds first.Read the definition
Responsive design (mobile-friendly)Responsive design is a way of building a website so one site reshapes itself to fit any screen, from a wide monitor to a phone, instead of showing a shrunken desktop layout or a separate mobile site.Read the definitionRFQ pageAn RFQ page (request for quote) is where an industrial buyer submits the details of a job, specs, materials, quantities, drawings, so a supplier can price it.Read the definition
SEO (search engine optimization)SEO (search engine optimization) is the work of making a website show up when people search for what it offers: the right pages, structured and worded so search engines can understand them, rank them, and send qualified visitors.Read the definitionServices pageA services page is where a website states what a company actually does, in enough detail that a buyer can tell whether you do their specific job.Read the definitionStructured data (schema markup)Structured data (also called schema markup) is code added to a web page that states, in a format machines read, what the page is about: that this is a product, this is a review, this is the company's name and location.Read the definition
Technical debtTechnical debt is the accumulated cost of the shortcuts, patches, and deferred fixes in a website or software system.Read the definitionTrust signals (credibility signals)Trust signals are the concrete proof on a website that tells a buyer you're a real, capable, established company: named clients, certifications, case studies with specifics, real photography, reviews, and clear contact details.Read the definition
Website auditA website audit is a structured review of how a site actually performs: speed, clarity of message, conversion paths, mobile experience, and search visibility, resulting in a list of specific problems and fixes.Read the definitionWebsite conversion rateWebsite conversion rate is the share of visitors who take the action the site exists for.Read the definitionWebsite redesign vs refreshA refresh updates how an existing site looks (colors, type, imagery) on the same structure.Read the definition

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