SEO, AEO & GEO
SEO supports search visibility. AEO focuses on useful answers. GEO addresses discovery in generative AI responses. The work overlaps; the experiences differ.
Get clear on GEOTHE PBJ MARKETING GLOSSARY
Digital marketing.
Decoded.
Big on results. Clear on the terms.
SEO. PPC. ROAS. Marketing has a lot to say—and a habit of saying it in acronyms. Get the meaning behind the metrics, the strategy behind the buzzwords, and the confidence to make your next move.
Find your term ↓69 terms. Five topics. One clearer picture.Explore the glossary ↘
FIND IT. UNDERSTAND IT. USE IT.
Your next “aha” starts here.
The acronym in your report. The term from your last call.
Let’s make it make sense.
Try “ROAS” or “AI search”
69 terms to get you talking.
#01 terms
301 RedirectLocal & TechnicalAn HTTP response that sends users and crawlers from one URL to another and indicates a permanent move.
The part that matters.
Redirect to the most relevant replacement and avoid unnecessary chains. A redirect and a canonical annotation do different jobs.
Put it into practice.
An old service URL redirects directly to the updated version of that service page.
Illustrative exampleA08 terms
A/B TestingConversionComparing variants of an experience, usually through randomized assignment, to evaluate a defined outcome.
The part that matters.
Set a hypothesis and success measure before starting. Adequate sample size and duration help avoid acting on noise.
Put it into practice.
Compare two CTA wordings while keeping the rest of the page consistent.
Illustrative exampleAI CitationAI SearchA reference to a source in an AI-generated answer, often shown as a link.
The part that matters.
A citation identifies supporting material. A brand mention alone is not necessarily a citation, and neither automatically produces a website visit.
Put it into practice.
An AI answer links to your original guide as a supporting source.
Illustrative exampleAI Citation RateAI SearchThe share of measured AI responses that cite a specified website or source within a defined test set.
The part that matters.
State the platform, prompts, dates, number of runs, and counting rules. Different tools can calculate this metric differently.
Put it into practice.
If your site is cited in 12 of 40 measured responses, that test’s response-level citation rate is 30%.
Illustrative exampleAI OverviewsAI SearchGoogle Search features that use generative AI to summarize information and provide links for further exploration.
The part that matters.
They are different from featured snippets. Google says standard SEO practices remain relevant; special AI markup is not required.
Put it into practice.
A complex research query returns an AI summary with links to supporting websites.
Illustrative exampleAI SEOAI SearchA term used for optimizing visibility in AI-powered search, or for using AI tools to support SEO work.
The part that matters.
At PBJ, this glossary uses AI SEO for search visibility across traditional and AI-powered discovery. Be clear which meaning a conversation uses.
Put it into practice.
Improve a page’s clarity and accessibility for search engines and AI search experiences.
Illustrative exampleAI Share of VoiceAI SearchA measure of a brand’s visibility relative to competitors across a defined sample of AI responses.
The part that matters.
Specify whether you count mentions, citations, recommendations, or another signal. It is a sampled measurement, not your share of every AI conversation.
Put it into practice.
Compare your brand’s mentions with competitor mentions across the same prompts and platforms.
Illustrative exampleAnswer Engine OptimizationAEOAI SearchOrganizing and improving content so it can serve people seeking direct answers through search and assistant experiences.
The part that matters.
Clear questions, accurate answers, and accessible pages are the foundation. The term overlaps with GEO and traditional SEO.
Put it into practice.
Answer “How is ROAS calculated?” with a concise definition and a worked example.
Illustrative exampleAutomated BiddingPaid MediaA platform feature that sets or adjusts ad bids toward a selected campaign objective.
The part that matters.
Automation follows the goal and data it receives. Reliable conversion tracking and realistic targets are essential inputs.
Put it into practice.
A bidding strategy adjusts bids toward a target return on ad spend.
Illustrative exampleB01 terms
BacklinkSEOA link from another website to a page on yours.
The part that matters.
A useful backlink helps readers discover relevant information and can support search visibility. Paid or manipulative link schemes can create risk.
Put it into practice.
A trade association links to your research as a reference.
Illustrative exampleC13 terms
Call to ActionCTAConversionA prompt that tells a visitor what useful action to take next.
The part that matters.
Be specific about the destination or outcome. The best wording depends on the offer and the visitor’s readiness.
Put it into practice.
“Request a Quote” tells a prospective buyer what happens next.
Illustrative exampleCall TrackingConversionConnecting phone inquiries to their marketing source, often using assigned or dynamically displayed phone numbers.
The part that matters.
A phone call is not automatically a qualified lead. Connect call outcomes with the sales process where appropriate.
Put it into practice.
Identify which campaign led to a call that became a qualified sales opportunity.
Illustrative exampleCanonical URLLocal & TechnicalThe preferred URL for a page among duplicate or very similar versions.
The part that matters.
A canonical annotation is a signal that search engines may evaluate alongside other evidence. It does not redirect visitors.
Put it into practice.
A product page with tracking parameters points to the clean product URL as its canonical.
Illustrative exampleClick-Through RateCTRPaid MediaThe percentage of impressions that result in clicks.
The part that matters.
CTR helps show how often a placement earns a click. Compare like-for-like channels and formats; a strong CTR does not establish lead quality.
Put it into practice.
200 clicks ÷ 10,000 impressions × 100 = 2% CTR.
Illustrative exampleConversionConversionA defined action that matters to a business, such as a purchase, call, signup, or qualified inquiry.
The part that matters.
A conversion is only as meaningful as its definition. Separate small engagement actions from outcomes tied to business value.
Put it into practice.
A completed quote request is recorded as a lead conversion.
Illustrative exampleConversion RateConversionThe percentage of a defined population that completes a specified conversion.
The part that matters.
Name both the action and denominator. A session-based website rate and an ad-click conversion rate are not directly interchangeable.
Put it into practice.
25 converting sessions ÷ 1,000 sessions × 100 = a 2.5% session conversion rate.
Illustrative exampleConversion Rate OptimizationCROConversionImproving an experience to increase the share of visitors who complete valuable actions.
The part that matters.
Research and testing help remove friction and sharpen the offer. More conversions should support quality and revenue, not just a bigger dashboard number.
Put it into practice.
Test a clearer quote form to help more eligible prospects complete an inquiry.
Illustrative exampleConversion TrackingConversionRecording when defined actions happen and connecting them to relevant marketing activity.
The part that matters.
Check event definitions, duplicate events, consent requirements, and data quality. Automated campaigns can optimize toward the wrong action if tracking is wrong.
Put it into practice.
Record a successful form submission once, rather than counting every button click.
Illustrative exampleCost Per Acquisition / ActionCPAPaid MediaAdvertising cost divided by the number of recorded acquisitions or defined actions.
The part that matters.
Always name the action. A cost per form submission is not the same as the cost to acquire a paying customer.
Put it into practice.
$3,000 in spend ÷ 30 recorded purchases = $100 CPA for purchases.
Illustrative exampleCost Per ClickCPCPaid MediaThe amount paid for an ad click; average CPC is spend divided by clicks.
The part that matters.
A cheap click that never becomes a useful action can still be expensive. Read CPC alongside conversion performance.
Put it into practice.
$600 in spend ÷ 300 clicks = $2 average CPC.
Illustrative exampleCost Per LeadCPLPaid MediaThe cost of generating a lead, calculated by dividing relevant spend by the number of leads.
The part that matters.
A lower CPL is only useful if the leads have value. Track qualification and sales outcomes alongside volume.
Put it into practice.
$2,000 in campaign spend ÷ 40 leads = $50 CPL.
Illustrative exampleCrawlabilityLocal & TechnicalWhether a crawler can access and retrieve a website’s content.
The part that matters.
Access can be affected by robots.txt, server behavior, links, or security controls. Allowing crawling does not guarantee indexing.
Put it into practice.
A public service page is reachable through internal links and does not block the relevant crawler.
Illustrative exampleCustomer JourneyConversionThe sequence of interactions someone has with a business as they discover, evaluate, buy, and use its offering.
The part that matters.
Journeys often span multiple visits and channels. A last-click report only shows part of the experience.
Put it into practice.
A buyer reads a guide, attends a webinar, returns through search, and calls sales.
Illustrative exampleD01 terms
Display AdvertisingPaid MediaVisual advertising shown across websites, apps, and other digital placements.
The part that matters.
Display can build awareness or reconnect with an audience. Evaluate placements and business outcomes alongside clicks.
Put it into practice.
A relevant banner ad appears on an industry website.
Illustrative exampleE01 terms
EntityAI SearchA distinct, identifiable person, organization, place, product, or concept.
The part that matters.
Consistent names and details help distinguish one entity from another. Keywords are words people use; entities are the things those words can refer to.
Put it into practice.
PBJ Marketing is an organization; its Washington, DC office is a location.
Illustrative exampleF01 terms
Featured SnippetAI SearchA search feature that highlights an extracted answer from a webpage, usually with a source link.
The part that matters.
It can be a paragraph, list, or table. Search engines select snippets; you cannot mark a page as a guaranteed winner.
Put it into practice.
A search for a calculation shows an excerpt from a guide with the formula.
Illustrative exampleG03 terms
Generative Engine OptimizationGEOAI SearchWork aimed at improving how a brand and its content appear in answers generated by AI-powered discovery tools.
The part that matters.
Useful, accurate, accessible content gives systems something worth referencing. GEO overlaps with SEO and AEO; no tactic guarantees an AI citation.
Put it into practice.
Publish a clear, well-supported explanation that an AI search tool can reference.
Illustrative exampleGoogle Business ProfileGBPLocal & TechnicalA Google listing that lets eligible businesses manage how their information appears in Search and Maps.
The part that matters.
Keep business details, categories, hours, and contact information accurate. A website and a business profile serve complementary purposes.
Put it into practice.
Update holiday hours so customers know when an office is open.
Illustrative exampleGoogle Shopping AdsPaid MediaProduct-based Google ads that can display details such as an image, title, price, and retailer.
The part that matters.
Accurate product data and relevant landing pages matter. Campaign structure and eligibility depend on the advertising setup.
Put it into practice.
A buyer searching for a generator sees product listings with images and prices.
Illustrative exampleH01 terms
HeatmapConversionA visual representation of aggregated interaction patterns, such as clicks or scroll depth.
The part that matters.
A heatmap can highlight friction and suggest questions to investigate. It shows behavior patterns, not why every visitor behaved that way.
Put it into practice.
A scroll heatmap shows that few visitors reach an important form.
Illustrative exampleI03 terms
ImpressionsPaid MediaThe number of times an ad or piece of content is counted as shown under the platform’s measurement rules.
The part that matters.
Impressions are not unique people. One person can generate multiple impressions, and impression counting differs by platform and placement.
Put it into practice.
One person seeing an ad three times can generate three impressions.
Illustrative exampleIndexabilityLocal & TechnicalWhether a page is eligible to be included in a search engine’s index.
The part that matters.
Eligibility is not a guarantee of inclusion. Search engines also evaluate duplication, content, and other signals when choosing what to index.
Put it into practice.
Remove an unintended noindex directive from a page that should appear in search.
Illustrative exampleInternal LinkingSEOConnecting pages on the same website with links.
The part that matters.
Good internal links help visitors take the next useful step and help crawlers discover content. Link text should explain where the link goes.
Put it into practice.
A ROAS definition links to a relevant paid-media case study.
Illustrative exampleK02 terms
Keyword ResearchSEOFinding and evaluating the words and questions people use to look for information, products, or services.
The part that matters.
Consider relevance, intent, competition, and demand together. A popular phrase is only useful if it fits your audience and offer.
Put it into practice.
Compare product-category searches with specific problem-solving questions before planning content.
Illustrative exampleKnowledge GraphAI SearchA structured representation of entities and the relationships between them.
The part that matters.
A search engine can use relationships to connect facts. Adding schema to your site does not guarantee a knowledge panel or inclusion in a particular graph.
Put it into practice.
A graph connects an organization with its website, locations, and services.
Illustrative exampleL05 terms
Landing PageConversionThe page a visitor arrives on after clicking a link, often designed for a specific campaign or offer.
The part that matters.
Keep the promise made in the ad or search result. A focused page gives the visitor a clear reason and route to act.
Put it into practice.
A webinar ad opens a page with the agenda, audience, date, and signup form.
Illustrative exampleLarge Language ModelLLMAI SearchAn AI model trained on large amounts of data to process and generate language.
The part that matters.
A model is not the same as the application around it. An application may add web search, retrieval, or other tools, and outputs can be wrong.
Put it into practice.
A search assistant uses a language model to write a response using retrieved pages.
Illustrative exampleLocal CitationLocal & TechnicalAn online reference to a business’s identifying details, such as its name, address, and phone number.
The part that matters.
Directory accuracy helps customers find the right business. This use of “citation” differs from a source reference in an AI answer.
Put it into practice.
An industry directory lists a company’s correct address and phone number.
Illustrative exampleLocal PackLocal & TechnicalA group of local business results displayed within a search results page, usually alongside a map.
The part that matters.
The businesses shown vary with the query, location, and other signals. An appearance for one searcher is not a universal ranking.
Put it into practice.
A “dentist near me” search shows nearby practices with map locations.
Illustrative exampleLocal SEOLocal & TechnicalImproving a business’s visibility for searches connected to a location or local need.
The part that matters.
Accurate business information, useful local content, and a maintained business profile support discovery. Proximity and competition also affect results.
Put it into practice.
A nearby customer finds a relevant service provider through search or Maps.
Illustrative exampleM03 terms
Marketing AttributionConversionThe method used to assign credit for a conversion or revenue outcome to marketing touchpoints.
The part that matters.
Different models tell different stories. Attribution assigns credit; it does not, by itself, prove what would have happened without the marketing.
Put it into practice.
A last-click model assigns credit to the final eligible interaction before a purchase.
Illustrative exampleMarketing FunnelConversionA model of stages between initial awareness and a desired business outcome.
The part that matters.
The funnel helps organize content and measurement, but real journeys loop, pause, and cross channels.
Put it into practice.
Someone discovers a brand, compares services, then requests a proposal.
Illustrative exampleMultivariate TestingConversionTesting combinations of changes to multiple page elements to understand how those combinations perform.
The part that matters.
It differs from a simple A/B comparison. More combinations generally require more traffic to reach useful conclusions.
Put it into practice.
Test two headlines and two images in four combinations.
Illustrative exampleN02 terms
NAP ConsistencyLocal & TechnicalKeeping a business’s name, address, and phone number accurate and consistent across relevant online listings.
The part that matters.
The goal is reliable identification and contact information. Correct outdated or conflicting details when a business moves or changes numbers.
Put it into practice.
Update the website and major directory listings after an office relocation.
Illustrative exampleNative AdvertisingPaid MediaPaid content or placements designed to fit the format and experience of their surroundings.
The part that matters.
Native ads should still be clearly identified as advertising. A familiar format does not replace relevance or a useful destination.
Put it into practice.
A labeled sponsored article appears within a publisher’s content feed.
Illustrative exampleO03 terms
Off-Page SEOSEOWork outside your own website that supports its reputation and visibility, including earning relevant links and mentions.
The part that matters.
Credible recognition beats collecting links for their own sake. Relevance and context matter more than a raw link count.
Put it into practice.
An industry publication links to an original study your team published.
Illustrative exampleOn-Page SEOSEOOptimizing the content and elements of an individual page to make its purpose clear to people and search engines.
The part that matters.
Titles, headings, useful copy, image descriptions, and internal links all play a part. Repeating a keyword is not a strategy.
Put it into practice.
Give a pricing guide a descriptive title and answer the pricing question directly.
Illustrative exampleOrganic TrafficSEOWebsite visits that analytics attributes to unpaid search results.
The part that matters.
Traffic is a starting point. Look at which pages attract relevant visitors and whether those visits lead to meaningful actions.
Put it into practice.
A prospect clicks an unpaid search listing and requests a consultation.
Illustrative exampleP05 terms
Paid MediaPaid MediaAdvertising placements a business pays for to reach an audience.
The part that matters.
Search, social, display, shopping, and video can serve different goals. Pick the channel and measurement approach around the business outcome.
Put it into practice.
A campaign uses search ads to capture demand and social ads to introduce an offer.
Illustrative examplePaid SearchPaid MediaAdvertising that appears in response to searches on a search engine or search platform.
The part that matters.
The query offers a signal of intent. Keywords, ad copy, landing pages, and measurement need to work together.
Put it into practice.
A supplier runs an ad when buyers search for a specific equipment model.
Illustrative examplePaid SocialPaid MediaPaid advertising distributed on social platforms to reach selected audiences.
The part that matters.
It differs from unpaid social posting. Creative, audience fit, and the offer all shape performance.
Put it into practice.
A company promotes a webinar to a relevant professional audience.
Illustrative examplePay-Per-ClickPPCPaid MediaAn advertising pricing model in which the advertiser pays when someone clicks an ad.
The part that matters.
PPC describes how you pay, not one specific channel. A click is an opportunity; its value depends on what happens afterward.
Put it into practice.
An advertiser pays for clicks on an ad leading to a consultation page.
Illustrative examplePeople Also AskPAAAI SearchA Google Search feature showing questions related to a search, with expandable answers and source links.
The part that matters.
Related questions can reveal what people want to understand next. Use them to improve usefulness, not to pad pages with repetitive FAQs.
Put it into practice.
A search about SEO shows a related question about how long results take.
Illustrative exampleQ01 terms
Qualified LeadConversionA prospect that meets agreed criteria for relevance, fit, or readiness to take the next sales step.
The part that matters.
Marketing and sales should agree on the definition. Budget, service need, location, and buying timeline may all matter.
Put it into practice.
A business requesting a quote fits the service area and needs the solution you provide.
Illustrative exampleR04 terms
Retargeting / RemarketingPaid MediaAdvertising or messaging that reconnects with people who previously interacted with a business.
The part that matters.
The terms are often used interchangeably, though usage varies. Audience eligibility, consent, timing, and frequency matter.
Put it into practice.
Show a relevant follow-up ad to eligible visitors who viewed a product but did not purchase.
Illustrative exampleReturn on Ad SpendROASPaid MediaRevenue attributed to advertising divided by the cost of that advertising.
The part that matters.
ROAS measures revenue efficiency, not profit. Margins, returns, agency fees, and other costs affect the business result.
Put it into practice.
$50,000 in attributed revenue ÷ $10,000 in ad spend = 5× ROAS, or 500%.
Illustrative exampleReturn on InvestmentROIPaid MediaNet return from an investment divided by the cost of that investment, often expressed as a percentage.
The part that matters.
Define the costs and return included. For marketing, attributed revenue alone is not the same as net return.
Put it into practice.
$15,000 in incremental contribution before marketing cost, minus $10,000 in marketing cost, gives $5,000 ÷ $10,000 = 50% ROI.
Illustrative examplerobots.txtLocal & TechnicalA file at a website’s root that gives supported crawlers instructions about which paths they may access.
The part that matters.
It controls crawling, not secure access, and is not a reliable way to remove a URL from search. A blocked crawler may not see a page’s noindex directive.
Put it into practice.
A site allows public content to be crawled while limiting access to selected crawler paths.
Illustrative exampleS06 terms
Search Engine MarketingSEMPaid MediaA term often used for paid search advertising, though some people use it more broadly to include SEO.
The part that matters.
In PBJ’s glossary, SEM refers to paid search. Define the scope before comparing proposals or reporting channel performance.
Put it into practice.
An SEM proposal covers search campaigns, bidding, ad copy, and optimization.
Illustrative exampleSearch Engine OptimizationSEOSEOThe work of improving a website’s visibility in unpaid search results so the right people can find it.
The part that matters.
SEO brings together useful content, technical accessibility, and a website people can trust. Rankings are a means to qualified visits and business results.
Put it into practice.
A service page answers a buyer’s question and helps them find the right next step.
Illustrative exampleSearch Engine Results PageSERPSEOThe page a search engine displays in response to a query, including organic listings and other result features.
The part that matters.
A results page may include ads, maps, videos, featured snippets, or AI responses. Visibility depends on the actual results people see.
Put it into practice.
A local service search shows a map pack alongside website results.
Illustrative exampleSearch IntentSEOThe goal behind a search: learning something, finding a specific site, comparing options, or taking action.
The part that matters.
Match the page to the job the searcher wants done. Someone researching a definition needs a different answer from someone ready to hire.
Put it into practice.
“What is PPC?” calls for an explanation. “PPC agency for manufacturers” signals provider research.
Illustrative exampleSEO AuditSEOA review of a website’s search performance, content, and technical health to identify improvements.
The part that matters.
An audit should lead to prioritized actions, not just a long error list. Business impact helps determine what gets fixed first.
Put it into practice.
Identify valuable pages excluded from the index and investigate the cause.
Illustrative exampleStructured Data / Schema MarkupAI SearchMachine-readable labels that describe a page’s entities and content, often using the Schema.org vocabulary.
The part that matters.
Markup should agree with what visitors can see. It can support eligible search features, but does not guarantee rankings, rich results, or AI citations.
Put it into practice.
Organization markup describes a business; Product markup describes a product.
Illustrative exampleT01 terms
Technical SEOSEOImproving a website’s technical foundation so search engines can access, render, and understand its pages.
The part that matters.
Think crawl access, page structure, redirects, and duplicate URLs. A technically sound website still needs useful content.
Put it into practice.
Fix a broken redirect that prevents users and crawlers from reaching a service page.
Illustrative exampleV01 terms
Voice Search OptimizationAI SearchMaking information useful and accessible for searches and questions spoken aloud.
The part that matters.
Clear language, accurate local details, and accessible content help answer real questions. Voice assistants do not all retrieve or present information the same way.
Put it into practice.
Keep business hours accurate for someone asking when a nearby office closes.
Illustrative exampleW01 terms
Website MigrationLocal & TechnicalA significant website change, such as moving domains, changing URL structure, or switching platforms.
The part that matters.
Plan redirects, tracking, crawl access, and verification before launch. Monitor important pages and search performance afterward.
Put it into practice.
A platform change preserves key content and redirects old URLs to their replacements.
Illustrative exampleX01 terms
XML SitemapLocal & TechnicalA machine-readable file that lists website URLs to help search engines discover them.
The part that matters.
A sitemap is a discovery aid, not a guarantee of crawling or indexing. Keep it aligned with the pages you want discovered.
Put it into practice.
A new resource page is included in the site’s XML sitemap.
Illustrative exampleZ01 terms
Zero-Click SearchAI SearchA search that ends without a click through to an external website.
The part that matters.
The user may get the answer on the results page, refine the query, or leave. Search visibility and website traffic are different measurements.
Put it into practice.
Someone reads a definition in search results without opening the source page.
Illustrative example?
That one’s playing hard to get.
Try a shorter phrase, spell out the acronym, or clear your filters.
More clarity. Less head-scratching.
Back to the top ↑CONNECT THE DOTS
Similar letters.
Different jobs.
Some marketing terms sound interchangeable.
These distinctions are worth knowing.
ROAS vs. ROI
ROAS compares ad-attributed revenue with ad spend. ROI considers net return relative to investment. A strong ROAS can still hide a weak profit margin.
Know your return ↗Conversions vs. leads
A conversion is a defined action. A lead is a prospective customer. A qualified lead meets agreed criteria. Counting them the same way can muddy the picture.
Go beyond the form fill ↗PUT THE KNOW-HOW TO WORK
Less “what does that mean?”
More “what’s next?”
LET’S MAKE IT HAPPEN.
Know the terms.
Make your next move.
Understanding your marketing is a good start. Putting it to work is where PBJ comes in.