Digital marketing glossary
Every term an agency might use with you, defined in one sentence you can act on.
A–Z of terms
- AEO
- Answer Engine Optimisation — structuring content so it can be extracted and cited by AI-driven search experiences. It relies on the same fundamentals as good SEO rather than a separate technique.
- Canonical tag
- An HTML tag telling search engines which URL is the definitive version of a page, used to prevent duplicate content problems.
- Core Web Vitals
- Google's measures of loading (LCP), interaction responsiveness (INP) and visual stability (CLS) that reflect real user experience.
- Crawling
- The process by which a search engine discovers and downloads pages on your website.
- Indexation
- Whether a crawled page has been stored in the search engine's index and is therefore eligible to appear in results.
- Keyword cannibalisation
- When several pages on one site target the same search intent, splitting signals so none of them ranks well.
- Map pack
- The block of local business listings with a map shown above organic results for searches with local intent.
- NAP consistency
- Having an identical business name, address and phone number everywhere your business is listed online.
- Schema markup
- Structured data in JSON-LD that describes a page's content to search engines using the Schema.org vocabulary.
- Search intent
- The underlying goal behind a search — informational, navigational, commercial or transactional — which a page must match to rank.
- Service area business
- A business that travels to customers rather than serving them at its premises, configured accordingly in Google Business Profile.
- 301 redirect
- A permanent redirect from one URL to another, used during migrations to preserve search equity.
Keep researching
Work through the rest of our practical guides for Devon businesses, or see how we approach each service.