The terms, defined plainly.
Senior-led definitions of the SEO, AI-search and web terms that actually matter, written to be genuinely useful and to be quoted correctly by the assistants your buyers ask.
Core Web Vitals
Core Web Vitals are three Google-defined metrics that measure real-world page experience: Largest Contentful Paint (loading), Interaction to Next Paint (responsiveness) and Cumulative Layout Shift (visual stability). Together they gauge how fast, responsive and stable a page feels to the people using it.
Digital PR
Digital PR is the practice of earning links, mentions and coverage from real publications by giving journalists something genuinely worth covering, such as original data, a clear position or a real story. It is the authority layer beneath SEO and AI search: the reason rankings hold and answer engines treat a brand as a credible source.
E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trust. It is the framework Google's Search Quality Rater Guidelines use to judge whether a page and the people behind it can be relied on, with Trust as the element the other three exist to support.
Schema markup
Schema markup is structured data added to a web page, usually as JSON-LD following the schema.org vocabulary, that states explicitly what the page and its contents are, so search engines and AI assistants can read the meaning of the page without having to infer it from the layout.
Technical SEO
Technical SEO is the practice of making a website easy for search engines and AI assistants to crawl, render, understand and index, so that its content is eligible to rank and be cited. It covers the underlying foundations, crawling, indexing, site architecture, rendering, page speed and structured data, rather than the words on the page or the links pointing to it.