SEO (search engine optimization)
Making a website easy for search engines to find, understand and show for relevant searches.
It covers clear page titles and headings, useful content, fast and mobile-friendly pages, and links from other trusted sites. Nobody can guarantee a ranking. AEO vs GEO vs SEO
Local SEO
SEO for businesses that serve customers in a specific area, so they appear for searches like "pizza near me" or "dentist in Surrey".
It centres on your Google Business Profile, consistent business details, reviews and location-specific pages. Local SEO for restaurants
AEO (answer engine optimization)
Writing and structuring content so search engines and AI assistants can lift a clear, correct answer from it.
It means answering real customer questions directly near the top of the page, with the facts stated plainly. AEO vs GEO vs SEO
GEO (generative engine optimization)
Improving how clearly AI tools such as ChatGPT, Gemini and Google AI can find, understand and describe your business.
It builds on good SEO: accurate business data, helpful pages, genuine reviews and trusted mentions. No one can guarantee that an AI tool will recommend a business. AI visibility
Google Business Profile (GBP)
The free Google listing that shows your business on Google Search and Google Maps, with hours, photos, reviews and contact details.
It is the most important local listing for most businesses and must follow Google’s rules for names, addresses and reviews. Google Business Profile guide
Map pack (local pack)
The short list of three nearby businesses with a map that Google shows for many local searches.
Which businesses appear depends on relevance, distance and prominence, and varies by who is searching and where they are. Google Business Profile optimization
NAP (name, address, phone)
Your business name, address and phone number, written the same way everywhere they appear online.
Consistent details help search engines and AI tools trust that listings refer to the same business.
Schema markup (structured data)
A block of code, usually JSON-LD, that tells machines your business details in a fixed format.
Examples are your address, opening hours, cuisine and menu link. It helps machines read facts exactly; it does not guarantee rankings or rich results. Schema markup guide
llms.txt
An optional plain-text file some websites publish to describe themselves to AI tools.
It is not a standard that search engines require, and Google has said that special files or markup are not needed to appear in its AI features. Treat it as an optional extra. What is llms.txt
Zero-click search
A search where the answer appears on the results page, so the person does not click a website.
It is common for local questions that Google answers with a map, hours or an AI summary, which is why your listing details matter even when no one visits your site. AI Overviews and zero-click
Local citation
A mention of your business name, address and phone on another website or directory, with or without a link.
Accurate citations support consistency. Quality and accuracy matter more than quantity.
AI citation
When an AI tool names or links a source in an answer.
AI tools choose sources in ways that change often and that no agency controls, so we measure what they say about a business over time instead of promising a result. How we measure it
Review velocity
How often a business receives new genuine reviews.
A steady flow of honest reviews looks natural and keeps your profile current. Never buy reviews or offer rewards for them. Review reply generator
Service-area business
A business that serves customers at their location or travels to them, rather than only receiving walk-in customers.
Google lets eligible service-area businesses hide their street address and list the areas they serve. Businesses must have real in-person contact with customers to qualify.