301 redirect
TechnicalA permanent redirect from an old URL to a new one. It preserves accumulated rankings when pages move or the site structure changes.
52 terms · updated in 2026
SEO & GEO Glossary in plain language
What GEO, llms.txt, AI visibility, semantic core and user-behavior signals mean. Short, no-fluff definitions for business owners and marketers.
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0–9
404 error page not found
TechnicalThe server’s response when there is no page at the requested URL. Broken links to such pages should be fixed or redirected. And your own 404 page can be made useful — like ours.
See our 404 page →A
AEO Answer Engine Optimization
GEO & AIOptimization for “answer engines”: voice assistants, quick-answer blocks and AI answers in search. Closely related to GEO: the goal is for the answer to a user’s question to be built on your content.
AI bots AI crawlers
GEO & AIRobots that collect pages for model training and for real-time answers: GPTBot and OAI-SearchBot (OpenAI), ClaudeBot (Anthropic), PerplexityBot and others. If they are blocked in robots.txt, AI assistants may not see your site.
Check access for AI bots →AI hallucinations
GEO & AIConfident but incorrect answers from a model: outdated prices, non-existent services, someone else’s contact details. Accurate and consistent information about the company across different sources reduces the risk of such errors.
AI Overviews Google’s AI-generated summaries
GEO & AIAI-generated answers in Google that appear above the regular search results and link to their sources.
AI visibility visibility in AI assistants
GEO & AIHow often AI assistants mention a company when answering the typical questions of customers in your niche. Measured across a set of questions and several AI assistants — for example, in PromoLab AI Radar.
PromoLab AI Radar →Anchor text
SEOThe clickable text of a link. Anchor text tells the search engine what the linked page is about.
B
Backlink profile backlinks
SEOLinks to a site from other resources. Quality, topically relevant links are a signal of authority; buying links in bulk on dubious sites leads to penalties.
Brand mention unlinked mentions
GEO & AIA mention of a company on third-party websites, in the media, on review sites and in directories — even without a link. For AI assistants, it is one of the main signals that the company can be trusted.
C
Canonical canonical URL
TechnicalA tag that points to the main version of a page when the same content is available at several URLs.
Citation in AI answers your site as a source in an AI answer
GEO & AIWhen an AI assistant cites your website as the source of its answer and links to it. Such visits are a new traffic channel alongside search.
Conversion rate
Analytics & advertisingThe share of visitors who completed a target action: sent an enquiry, called, made a purchase. Traffic growth without conversion growth does not help the business.
Core Web Vitals LCP, INP, CLS
TechnicalGoogle’s speed and usability metrics: LCP — loading of the main content, INP — responsiveness to user actions, CLS — layout stability during loading.
Cost per lead CPL
Analytics & advertisingWhat one lead costs: the channel’s expenses divided by the number of enquiries it generated. The key metric for comparing SEO, advertising and other channels.
Crawl budget
TechnicalHow many pages a search robot is willing to crawl on a site within a given time. Important for large catalogs: unnecessary duplicates and junk pages waste it.
D
Duplicate pages
TechnicalIdentical or nearly identical content at different URLs: with parameters, with and without a trailing slash. They dilute page authority and hinder ranking.
E
E-E-A-T experience, expertise, authoritativeness, trust
SEOGoogle’s principles for assessing content quality: Experience, Expertise, Authoritativeness, Trust. Especially important in topics related to health and money.
Entity named entity
GEO & AIAn object that a search engine or AI assistant recognizes as a distinct concept: a company, person, place, product. The more consistent the information about a company is on its website, on maps and in directories, the more confidently it is “recognized”.
G
GEO Generative Engine Optimization
GEO & AIOptimizing a website and a brand’s online presence so that generative AI assistants — ChatGPT, Alice, GigaChat, DeepSeek — mention and recommend the company in their answers. It works alongside SEO, not instead of it.
GEO services →Geo-dependent queries
SEOQueries whose results depend on the user’s region: “apartment renovation”, “dentist near me”. For these, the site’s regional assignment and the business listing on maps matter.
Goals in Yandex Metrica
Analytics & advertisingEvents set up in Yandex Metrica — a form submission, a click on a phone number or messenger. They are used to count enquiries and measure channel performance.
I
Indexing
TechnicalAdding a site’s pages to a search engine’s database. Until a page is indexed, it cannot appear in search.
Website express check →Internal linking internal links
SEOLinks between pages of the same site. They help robots find pages, distribute authority and guide visitors to the right section.
K
Keyword clustering
SEOGrouping queries by meaning and by similar search results so that each group has its own page and pages do not compete with each other.
L
LLM large language model
GEO & AIA neural network trained on vast amounts of text that can generate answers: GPT models, YandexGPT, GigaChat and others. LLMs power chatbots and AI answers in search.
llms.txt a file for language models
GEO & AIA text file in the site root with a short description of the company and links to key pages in Markdown format. A proposed standard that helps language models quickly understand what a site is about.
Check your website →Local SEO
SEOPromotion within a city and on maps: listings in Yandex Business, 2GIS and Google Business Profile, reviews, and regional pages on the site.
M
Mobile-first mobile-first indexing
TechnicalSearch engines evaluate the mobile version of a site first. If a page is inconvenient or stripped down on a phone, it shows in the rankings.
O
Organic traffic
SEOVisits to a site from free search results — not from ads. The main result of SEO, and one that does not disappear when the ad budget runs out.
P
PPC advertising Yandex Direct
Analytics & advertisingAds in search and on websites paid for per click or per impression. It brings in leads quickly, but only as long as the budget is being spent.
SEO and Yandex Direct →Prompt a query to an AI assistant
GEO & AIA question or task that a user writes to an AI assistant. In GEO, we analyze the typical prompts of customers in a niche: “recommend…”, “where is the best…”, “how much does…”.
R
RAG Retrieval-Augmented Generation
GEO & AIAn approach in which the AI model retrieves up-to-date documents — for example, from a search index — before answering and relies on them. That is why GEO requires a site that is accessible to robots and contains accurate facts.
robots.txt
TechnicalA file in the site root with rules for search engine and AI robots: which sections may be crawled and which may not. A mistake in it can hide the entire site from search.
Check robots.txt →ROMI return on marketing investment
Analytics & advertisingA measure of how much profit your marketing investment generated: (revenue from the channel − costs) / costs × 100%.
S
Sales funnel
Analytics & advertisingThe customer’s path from first contact to purchase: impression → click → enquiry → deal. Some people drop off at every step, and marketing’s job is to reduce those losses.
Search intent user intent
SEOWhat a person wants to achieve with a query: buy, learn, compare, find an address. Commercial queries lead to service and product pages; informational ones lead to articles.
Search volume
SEOHow many times a month a query is entered into a search engine. For Yandex, it is checked in Wordstat. By search volume, queries are divided into high-, medium- and low-volume.
Semantic core
SEOThe list of search queries a site is promoted for, distributed across its pages (also called a keyword set). The foundation of the site structure and content plan.
SEO search engine optimization
SEOA set of activities to get a site ranking high in Yandex and Google for the right queries and bringing in targeted traffic: audit, keyword research, technical optimization, content and links.
SEO services →SERP search engine results page
SEOThe search results page: organic results, ads, maps, quick answers and AI answers.
Share of mentions share of voice in AI answers
GEO & AIThe percentage of AI answers that mention your brand compared with competitors. The key GEO metric: it shows whom AI assistants recommend more often.
sitemap.xml XML sitemap
TechnicalA list of the site’s pages for robots. It helps them find new and updated pages faster, especially on large sites.
Snippet
SEOThe description of a result on the search results page: title, text, URL and additional elements — rating, prices, answers to questions. An attractive snippet increases click-through rate.
Structured data Schema.org
TechnicalCode that describes the page’s data for search engines and AI assistants: the organization, services, prices, reviews, questions and answers. It helps you get a rich snippet and land in AI answers more accurately.
Check your structured data →T
Title and description meta tags
TechnicalThe page title and description for search engines. The title is one of the main relevance signals; the description often ends up in the snippet.
Top 10 top 3
SEOThe first ten (three) results of the organic search results. These are the ones that get the bulk of the clicks.
U
User-behavior signals behavioral factors
SEOHow users interact with a site after arriving from search: whether they click through, how long they stay, whether they return to the results page. Especially important in Yandex. Faking behavioral signals is a gray-hat tactic that gets sites demoted in search.
UTM parameters
Analytics & advertisingParameters in a link (utm_source, utm_medium, utm_campaign) that tell analytics where a visitor came from.
W
Webmaster and Search Console Yandex Webmaster, Google Search Console
TechnicalFree services for site owners: indexing, errors, the queries the site appears for in search, and notifications about penalties.
Website audit
SEOA review of the site’s technical health, structure, content, links and competitors. The result is a list of issues and a prioritized work plan.
Free SEO audit →Y
YMYL Your Money or Your Life
SEOTopics that affect people’s health, finances, safety and well-being: medicine, finance, law, education. Search engines hold them to higher standards of expertise.
How this affects pricing →From terms to practice
Put your website to the test
A 30-second express check shows where you stand on indexing, structured data, robots.txt, llms.txt and access for AI bots.