Glossary
The terms from SEO, AEO and AI search, each explained in a paragraph with an example.
301 redirect: definition, example and meaning for SMEs
A 301 redirect tells browsers and Google that a page has permanently moved to a new address. The difference from a 302, an example and what matters when moving.
AEO (Answer Engine Optimization): Definition, Example and Relevance for SMEs
AEO definition: what Answer Engine Optimization means, how it differs from SEO, and an example of how an SME appears as a source in AI answers.
Alt Text: Definition, Example and Relevance for SMEs
The alt text describes an image in words, for screen readers, search engines and AI. What good alt text includes and why accessibility matters here.
Backlink: definition, quality over quantity and the warning against bought links
Backlink definition: what a link from another website does, why the quality of the source matters and why Google classes bought links as spam.
Canonical tag: definition, example and typical error on SME websites
Canonical definition: what the canonical tag tells Google about the main address, an example from an online shop and the typical error after a relaunch.
Content marketing: definition, example and importance for SMEs
Content marketing means winning customers with useful content instead of advertising. Definition, an SME example and the distinction from an advert.
Conversion: definition, examples and importance for SMEs
A conversion is the action a visitor is meant to take: enquiry, call, appointment. What counts as a conversion for SMEs and how to measure it.
Core Web Vitals: definition, thresholds and importance for SMEs
Core Web Vitals are three Google metrics for a page's loading time, responsiveness and stability. The thresholds for LCP, INP and CLS with source and measurement method.
Crawl budget: definition, who it's relevant for, and what wastes it
Crawl budget definition: how many pages Google fetches, at what size this becomes relevant according to Google, and what wastes the budget on SME websites.
CTR (Klickrate): Definition, Beispiel und Bedeutung für KMU
Die CTR oder Klickrate ist der Anteil der Nutzer, die ein Suchergebnis anklicken, nachdem sie es gesehen haben. Was die Zahl aussagt und wie Sie sie heben.
Duplicate content: definition, example and meaning for SMEs
Duplicate content is identical content under several addresses. What makes the difference internally and externally, and how you resolve duplication.
E-E-A-T: definition of the four letters, example and importance for SMEs
E-E-A-T definition: what Experience, Expertise, Authoritativeness and Trustworthiness mean, why it isn't a score and how an SME can demonstrate the four points.
Entity: definition, example of a company as an entity and importance for SMEs
Entity definition: why search engines and AI systems store things rather than words, what makes a company an entity and what connections it needs.
Evergreen content: definition, example and importance for SMEs
Evergreen content is content that people search for over years and that doesn't go out of date. What it includes, an example from a trade business and how to maintain it.
FAQ schema (FAQPage): definition, Google's restriction and when it's still useful
FAQ schema definition: what FAQPage markup is, why Google has shown hardly any FAQ rich results since August 2023, and when an FAQ section is still worthwhile.
Featured snippet: definition, example and importance for SME websites
Featured snippet definition: what the highlighted snippet on Google is, how it's selected, an SME example and the link to answer pages.
GEO (Generative Engine Optimization): Definition, Herkunft und Beispiel für KMU
GEO definition: what Generative Engine Optimization means, where the term comes from, how it differs from AEO, and an example from everyday SME life.
Google Search Console: definition, example and importance for SMEs
The Google Search Console shows, free of charge, how a website performs in Google Search. What it can do, what it can't, and why SMEs need it.
Headless CMS: Definition, Example and Relevance for SMEs
A headless CMS manages content without displaying the website; another system handles the output via an interface. What this means for SMEs.
Helpful content: definition, history and importance for SMEs
Helpful content is Google's term for content written for people. How it came about in 2022 and what it means for SMEs today.
hreflang: definition, example and meaning for multilingual SME websites
hreflang tells Google which language and country version of a page is intended for which users. With an example for de-CH and fr-CH and the most common mistake.
Impressions: definition, example and meaning for SMEs
Impressions count how often a page appeared in search results, regardless of clicks. What the figure means and why it will matter more in 2026.
Indexing: definition, how it works on Google and how to check it
Indexing definition: what it means when Google has indexed a page, the steps crawling, rendering and indexing, and how to check the status.
Internal linking: definition, example and importance for SME websites
Internal linking defined: what links within your own website achieve, why anchor text matters and an example from a landscaping business.
Keyword (search term): definition, example and meaning for SMEs
Keyword definition: what a search term is in SEO, the difference between short-tail and long-tail, and how an SME finds the right terms.
Keyword cannibalisation: definition, example and meaning for SMEs
Keyword cannibalisation: several of your own pages target the same search term and hold each other back. Definition, example and solution.
AI crawlers (GPTBot, ClaudeBot, PerplexityBot): definition and meaning for SMEs
AI crawlers are programs from OpenAI, Anthropic, Perplexity and Google that read websites for AI. The key names and how to control them via robots.txt.
AI Overview: definition, example and consequences for SME websites
AI Overview definition: what Google's AI Overview is, how sources are displayed, an SME example and what it means for clicks to your website.
Landing page: definition, example and meaning for SMEs
A landing page is a page with a single goal, where visitors arrive after clicking a link. The difference from a blog post and when an SME needs one.
LLMO (Large Language Model Optimization): definition and meaning for SMEs
LLMO definition: what Large Language Model Optimization means, how the term relates to AEO and GEO, and why all three describe the same work.
llms.txt: definition, current state of support and meaning for SMEs
llms.txt is a community proposal for a text file that summarises a website for AI systems. Why no major provider has yet confirmed using it.
LocalBusiness markup: definition, required fields and example for SMEs
LocalBusiness definition: which company data the markup makes machine-readable, which fields Google requires, and an example in JSON-LD for a business.
Long-tail keyword: definition, example and meaning for SMEs
A long-tail keyword is a longer, specific search term with low volume but clear intent. Why SMEs should start with these, with an example.
Meta description: definition, length, example and meaning for SMEs
Meta description definition: what the preview text in the search result is, which length works best, why it isn't a ranking factor, with an SME example.
NAP (Name, Address, Phone): definition, example and significance for SMEs
NAP stands for the name, address and phone number of a business. Why the spelling must be the same everywhere, and what even a single character's difference can trigger.
noindex: definition, sensible uses and the mistake with robots.txt
noindex explained: what the directive does, when it makes sense on an SME website, and why noindex doesn't work together with a robots.txt block.
Pillar page: definition, example and meaning for SMEs
A pillar page is the overview page on a topic that links to in-depth posts. Definition, example and how it relates to the cluster.
RAG (Retrieval-Augmented Generation): definition, example and meaning for SMEs
RAG means an AI looks up current sources before answering, rather than relying only on its training. Why this determines whether you get mentioned.
Editorial calendar: definition, minimum columns and meaning for SMEs
An editorial calendar sets out which content appears when, by whom and for whom. The minimum columns, an example from a trade business and common mistakes.
robots.txt: definition, example with AI crawlers and a common misconception
robots.txt explained: what the file tells crawlers from Google, OpenAI or Anthropic, an example with AI crawlers, and why it doesn't remove a page from Google.
Scaled Content Abuse: definition, example and importance for SMEs
According to Google, scaled content abuse is the mass creation of pages without added value. Where the line lies and what this means for AI blogs.
SEO (search engine optimisation): definition, example and importance for SMEs
An SEO definition in one sentence, the three components of technology, content and linking, an example from everyday SME life, and how it differs from paid adverts.
SERP (search results page): definition, components in 2026 and meaning for SMEs
SERP stands for Search Engine Results Page, the page with the search results. Which blocks appear on it in 2026, from AI Overview to the map pack.
Structured data (Schema.org): definition, types and example for SMEs
Structured data definition: what Schema.org markup tells search engines, which types matter for SMEs, an example in JSON-LD, and what Google has confirmed about it.
Search intent: definition, four types and example for SMEs
Search intent definition: what search intent means, the four types informational, navigational, commercial and transactional, with an SME example.
Title tag (page title): definition, length, example and importance for SMEs
Title tag definition: what the page title is, where it appears, which length works best and an example of how an SME gets more clicks from Google with it.
XML sitemap: definition, example and what it does for SME websites
Sitemap definition: what an XML sitemap contains, how it helps Google find new pages, an example from everyday SME life and what the file can't do.
Zero-click search: definition, example and what impressions reveal about it
Zero-click definition: what a search without a click is, an SME example and how you can spot the effect in Search Console through impressions.