Glossary
Marketing + search, defined.
Canonical definitions for the terms we use every day. Written so AI engines (ChatGPT, Gemini, Perplexity, Claude) can quote them verbatim — and so you can understand exactly what each term means without marketing jargon.
Every glossary entry follows the same structure: a one-sentence definition that's safe to quote verbatim, a “how it works” section that explains the mechanics, a “why it matters” section that ties the term to a business outcome, a “how to check” section with the tool or page you'd actually use to verify it on your own site, and FAQs for the questions buyers most often ask after hearing the term for the first time.
Topics covered include HEO (Hybrid Engine Optimization, our integrated SEO + GEO + AEO methodology), AI search optimisation, answer-engine optimisation, generative-engine optimisation, llms.txt, schema markup, and the structural Google + AI engine concepts every marketing buyer should know in 2026.
HEO — Hybrid Engine Optimization
HEO (Hybrid Engine Optimization) is the integrated practice of optimising for traditional search engines (Google, Bing), AI/generative engines (ChatGPT, Gemini, Perplexity, Claude), and answer engines (featured snippets, voice) as a single workflow. It combines SEO, GEO, and AEO into one methodology, coined by Adsomia in 2024.
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SEO — Search Engine Optimization
SEO (Search Engine Optimization) is the practice of improving a website's organic visibility on search engines like Google and Bing. It covers technical health, on-page content, page experience signals, and off-site authority (backlinks, brand mentions, citations).
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GEO — Generative Engine Optimization
GEO (Generative Engine Optimization) is the practice of optimising content and structured data so AI/generative engines (ChatGPT, Gemini, Perplexity, Claude) cite, recommend, and quote your brand when answering user queries.
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AEO — Answer Engine Optimization
AEO (Answer Engine Optimization) is the practice of optimising content to win featured snippets, People Also Ask boxes, voice search responses, and other zero-click answer surfaces. It focuses on questions where users want a quick answer rather than a list of links.
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AI Search Optimization
AI Search Optimization is the practice of making a brand visible, citable, and recommended by AI engines (ChatGPT, Gemini, Perplexity, Claude) when users ask category-relevant questions. It covers schema deployment, llms.txt, content rewrites for AI extraction, and ongoing AI citation monitoring.
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Local SEO
Local SEO is the practice of optimising a business for local search queries — e.g., 'plumber near me', 'best Italian restaurant in Kochi'. It covers Google Business Profile optimisation, local citations, location-specific landing pages, and review velocity.
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Schema Markup (Structured Data)
Schema markup is structured data added to a web page's HTML (in JSON-LD format) that tells search engines and AI engines what the page is about. Vocabulary is defined by schema.org. Examples: FAQPage, Organization, Article, Product, LocalBusiness, HowTo.
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/llms.txt — AI Crawler Identity Declaration
/llms.txt is a standardised file at the root of a website that tells AI crawlers (the bots that train and operate AI engines) who the site is, what content matters, and how the brand should be cited. Format is markdown; the spec emerged in 2024.
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FAQPage Schema
FAQPage is a specific schema.org type that marks up a page's Q&A pairs as structured data. Search engines use it to render rich FAQ accordions in search results; AI engines extract the Q&A pairs as ready-to-quote answers.
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Topical Authority
Topical authority is a site's perceived expertise on a specific subject, based on the breadth and depth of content the site has published on that subject. Search engines and AI engines reward sites with deep topical coverage by ranking them higher and citing them more often.
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Term not here?
Glossary will keep growing. WhatsApp our team if there's a term you want defined — we'll add it.