Every term explained. No jargon left behind.
A
- AEO (Answer Engine Optimization)
- The practice of optimizing content so it is selected and cited by AI-powered answer engines like ChatGPT, Google Gemini, and Perplexity. AEO focuses on structured data, authoritative sourcing, and entity clarity to increase the likelihood that AI systems reference your brand. Learn more about AEO.
- Algorithm
- A set of rules and calculations used by search engines to determine which pages to show for a given query, and in what order. Google's algorithm considers hundreds of factors, including relevance, authority, page speed, and user experience. Algorithm updates can significantly impact rankings.
- Alt text
- A text description added to an image's HTML tag that tells search engines and screen readers what the image depicts. Well-written alt text improves accessibility and gives search engines additional context about your page content.
B
- Backlink
- A link from another website pointing to your website. Backlinks are one of the most important ranking factors in organic SEO. Quality matters more than quantity — a single link from a trusted, relevant site is worth more than dozens of links from low-authority sources. Learn more about organic SEO.
- Bounce rate
- The percentage of visitors who leave your website after viewing only one page without taking any further action. A high bounce rate can indicate that visitors aren't finding what they expected, that the page loads too slowly, or that the content doesn't match the search intent.
C
- Canonical tag
- An HTML element that tells search engines which version of a page is the primary or "canonical" version when duplicate or near-duplicate content exists. Canonical tags prevent duplicate content issues and consolidate ranking signals to the preferred URL.
- Citation
- An online mention of a business's name, address, and phone number (NAP). Citations appear on directories, social platforms, and data aggregators. Consistent, accurate citations across the web are a key ranking factor for local SEO. Learn more about citation management.
- Core Web Vitals
- A set of specific metrics defined by Google that measure real-world user experience on a web page — including loading performance (Largest Contentful Paint), interactivity (Interaction to Next Paint), and visual stability (Cumulative Layout Shift). Core Web Vitals are a confirmed Google ranking factor. Learn more about site speed.
- Crawling
- The process by which search engine bots (like Googlebot) discover and read the content of web pages. Crawlers follow links from page to page, collecting data that is then processed and stored in the search engine's index. If a page can't be crawled, it can't be indexed or ranked.
D
- Domain authority
- A metric (developed by Moz, with similar versions from Ahrefs and other tools) that predicts how likely a website is to rank in search engine results. Domain authority is influenced by the number and quality of backlinks, the age of the domain, and overall site trust. It is a relative score, not a Google metric, but it is widely used as a benchmark.
E
- E-E-A-T
- Stands for Experience, Expertise, Authoritativeness, and Trustworthiness. E-E-A-T is a framework Google uses to evaluate the quality of content and the credibility of the people and organizations behind it. It is especially important for YMYL (Your Money or Your Life) topics like healthcare, finance, and legal services.
F
- FAQ schema
- A type of structured data markup that identifies question-and-answer content on a page. When implemented correctly, FAQ schema can generate rich results in Google search — displaying expandable questions and answers directly on the SERP, which can increase click-through rates and visibility.
G
- Geo-grid heatmap
- A visual representation of how a business ranks in Google's local pack across a geographic area. The grid overlays ranking positions on a map, showing exactly where your business appears in the top results and where it drops off. Geo-grid heatmaps are a core tool in local visibility reporting at vymetrics.
- Google Business Profile (GBP)
- A free listing from Google that allows businesses to manage how they appear in Google Search and Google Maps. An optimized GBP includes accurate business information, categories, photos, reviews, and posts. It is the single most important asset for local SEO visibility. Learn more about GBP optimization.
I
- Indexing
- The process by which a search engine stores and organizes the content it has crawled. Once a page is indexed, it becomes eligible to appear in search results. Pages that are not indexed — whether by error, noindex tags, or crawl issues — are invisible to searchers.
- Internal linking
- The practice of linking from one page on your website to another page on the same website. Internal links help search engines understand site structure, distribute page authority, and guide users to related content. A well-planned internal linking strategy improves both SEO and user experience.
J
- JSON-LD
- JavaScript Object Notation for Linked Data — the format Google recommends for implementing structured data on web pages. JSON-LD is added as a script block in the page's HTML head and does not affect the visible content, making it the cleanest and most maintainable way to add schema markup.
K
- Keyword research
- The process of identifying the words and phrases people use when searching for products, services, or information related to your business. Effective keyword research reveals search volume, competition level, and user intent — and informs content strategy, on-page optimization, and site architecture. Learn more about content strategy.
L
- Local pack (map pack)
- The group of three business listings (with a map) that appears at the top of Google search results for queries with local intent. Appearing in the local pack is driven by proximity, relevance, and prominence — and is the primary goal of local SEO.
- Local SEO
- The practice of optimizing a business's online presence to increase visibility in local search results, including Google's map pack and Google Maps. Local SEO involves Google Business Profile optimization, citation management, review strategy, and localized content. Learn more about local SEO.
M
- Meta description
- An HTML attribute that provides a brief summary of a web page's content. Meta descriptions appear below the page title in search results and influence click-through rates. While not a direct ranking factor, a well-written meta description can significantly impact how many searchers click through to your site.
N
- NAP
- Stands for Name, Address, and Phone number. NAP consistency — ensuring your business information is identical across your website, Google Business Profile, directories, and citations — is a fundamental ranking factor for local SEO. Inconsistent NAP data confuses search engines and can suppress your visibility. Learn more about NAP management.
O
- Organic search
- The unpaid, algorithm-driven search results that appear on a search engine results page. Organic search visibility is earned through SEO — not paid for through advertising. It is typically the largest source of website traffic and the most sustainable long-term channel for customer acquisition. Learn more about organic SEO.
P
- Page speed
- How quickly a web page loads and becomes interactive for users. Page speed is a confirmed Google ranking factor and directly impacts user experience, bounce rates, and conversion rates. Improving page speed involves optimizing images, reducing code bloat, leveraging browser caching, and using fast hosting. Learn more about site speed optimization.
- Pulse
- vymetrics' proprietary AI optimization engine. Pulse monitors your search visibility daily across organic, local, and AI surfaces, then makes automated micro-adjustments to content, schema, and structural elements based on live market data. Instead of waiting for monthly reports to identify problems, Pulse detects competitor moves and algorithm changes in real time and responds before they impact your rankings. It runs at the server level on sites built by vymetrics, requiring no plugins or third-party tools. Learn more about Pulse.
R
- Referring domain
- A website that contains at least one backlink pointing to your site. The number of unique referring domains is a stronger ranking signal than total backlink count, because multiple links from the same domain carry diminishing returns. Growth in referring domains is a key metric tracked in reporting.
- Rich results
- Enhanced search results that include additional visual elements beyond the standard blue link — such as star ratings, FAQ dropdowns, product prices, or event details. Rich results are generated from structured data (schema markup) on your page and can significantly improve click-through rates.
S
- Schema markup
- Code added to a web page that helps search engines understand the content in a more structured way. Schema markup uses a standardized vocabulary (from schema.org) to label entities like businesses, products, reviews, events, and FAQs. Properly implemented schema can trigger rich results and improve how your content appears in search. Learn more about schema development.
- Search Console
- A free tool from Google (Google Search Console) that provides data about how your website performs in Google search. It shows which queries drive impressions and clicks, which pages are indexed, and whether there are any technical issues affecting crawling or ranking. Learn more about Search Console and Ahrefs.
- SERP
- Search Engine Results Page — the page displayed by a search engine in response to a query. A SERP can include organic results, paid ads, local pack listings, featured snippets, knowledge panels, and other elements. Understanding SERP features is essential for effective SEO strategy.
- Sitemap
- An XML file that lists all the important pages on your website, helping search engines discover and crawl your content more efficiently. A well-maintained sitemap ensures that new and updated pages are found quickly and that search engines understand your site's structure.
- Structured data
- A standardized format for providing information about a page and classifying its content. Structured data uses schema.org vocabulary, typically implemented in JSON-LD format, to help search engines understand entities, relationships, and context on a page. It is the foundation for rich results and increasingly important for AI visibility.
T
- Technical SEO
- The practice of optimizing the technical infrastructure of a website to improve crawling, indexing, and rendering by search engines. Technical SEO includes site speed optimization, mobile responsiveness, structured data implementation, canonical tag management, XML sitemaps, and fixing crawl errors. Learn more about technical SEO.
- Title tag
- An HTML element that defines the title of a web page. The title tag appears as the clickable headline in search engine results and in the browser tab. It is one of the most important on-page SEO elements — a clear, keyword-relevant title tag directly influences both rankings and click-through rates.
Z
- Zero-click search
- A search query where the answer is displayed directly on the SERP — in a featured snippet, knowledge panel, or AI-generated response — so the user never clicks through to a website. Zero-click searches are increasing as Google and AI platforms provide more direct answers. Optimizing for visibility in these formats is a key part of modern SEO and AI visibility strategy.
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