Glossary

SEO, GEO, and web glossary: the definitions

SEO, GEO, AI, Webflow, branding: the terms we use every day with our clients, explained simply. Each entry provides a short definition, concrete examples, and our perspective as practitioners. Updated in line with Google and AI developments.

# terms · updated regularly

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A

GEO & AI
Aa

AEO (Answer Engine Optimization): definition | We-R

AEO (Answer Engine Optimization) means structuring your content so an answer engine reuses it as is: a Google featured snippet, a voice assistant or an AI answer.

GEO & AI
Aa

Google AI Mode: definition and SEO impact | We-R

AI Mode is a Google search mode where the results page is entirely replaced by a conversational answer generated by AI, with links to sources and the option to ask follow-up questions.

GEO & AI
Aa

AI Overview (Google): definition | We-R

An AI Overview is a summary generated by Google's artificial intelligence, shown at the top of search results, which answers the question and cites a few linked sources.

B

SEO
Bb

Backlink: definition, SEO role and examples | We-R

A backlink is a link on another website that points to yours. For Google, it's a trust signal: the more reliable, relevant websites cite you, the more likely your pages are to rank well.

Branding
Bb

Brand book: definition, contents and how it differs | We-R

A brand book is a brand's reference document. It brings together its platform (who it is, what it promises), visual identity, verbal identity and the rules to apply them, so every team speaks and shows the brand the same way.

C

GEO & AI
Cc

AI citation: definition and how to earn it | We-R

An AI citation is when a generative AI (ChatGPT, Perplexity, Gemini, AI Overviews) uses a page of your website as a source for its answer and references it, usually as a clickable link.

Branding
Cc

Brand guidelines: definition, contents, and examples | We-R

Brand guidelines set a brand's visual rules: logo and its uses, colors, typography, iconography, image style, and standard layouts. They ensure the brand is recognizable everywhere.

Website creation
Cc

CMS: definition, examples, and how to choose one | We-R

A CMS (Content Management System) is a tool used to create, edit, and publish website content—such as pages, articles, case studies, and entries—without writing code. WordPress, Webflow, and Shopify are all examples of CMSs.

SEO
Cc

Core Web Vitals: LCP, INP and CLS explained simply | We-R

Core Web Vitals are three Google metrics that measure the real experience on a page: loading speed (LCP), responsiveness (INP) and visual stability (CLS).

D

Website creation
Dd

Design system: definition and value for a website | We-R

A design system is the set of rules, components, and reusable elements (colors, typography, buttons, sections) used to build and evolve a website consistently, without starting from scratch for every page.

SEO
Dd

Structured data: definition, JSON-LD and schema.org | We-R

Structured data is code added to a page, usually in JSON-LD, that describes its content to search engines in a standard vocabulary (schema.org): organization, article, FAQ, product, reviews.

E

SEO
Ee

E-E-A-T (Google): definition and examples | We-R

E-E-A-T refers to the four criteria Google uses to assess content quality: Experience, Expertise, Authoritativeness and Trustworthiness.

F

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G

GEO & AI
Gg

GEO (Generative Engine Optimization): definition | We-R

GEO (Generative Engine Optimization) covers the techniques that make a brand visible and cited in the answers of generative engines such as ChatGPT, Perplexity, Gemini or Google's AI Overviews.

H

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I

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J

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K

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L

Website creation
Ll

Landing page: definition, examples and conversion | We-R

A landing page is a page designed for a single action: request a demo, download a guide, register for an event. It receives traffic from a campaign or a specific search and removes anything that distracts from that goal.

GEO & AI
Ll

llms.txt: definition, format and use | We-R

llms.txt is a text file placed at the root of a website (yoursite.com/llms.txt) that presents the most important information and pages to language models, in a simple, readable format.

M

SEO
Mm

Internal linking: definition and SEO best practices | We-R

Internal linking refers to all the links between pages of the same website. It helps Google and visitors find your important pages and understand how your content fits together.

N

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O

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P

Branding
Pp

Brand platform: definition, contents, and example | We-R

A brand platform is the document that defines what a brand is and what it says: its mission, vision, values, promise, positioning, and personality. It then guides the visual identity, tone of voice, and website.

Branding
Pp

Value proposition: definition, examples and method | We-R

A value proposition sums up in one or two sentences what a company delivers, to whom, and why it's better than the alternatives. It's the first thing a visitor should understand on arriving at a website.

Q

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R

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S

GEO & AI
Ss

AI share of voice: definition and calculation | We-R

AI share of voice measures your brand's place in AI answers compared with your competitors, on a given panel of questions.

T

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U

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V

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W

Website creation
Ww

Wireframe: definition and role in a web project | We-R

A wireframe is a simplified sketch of a page, without final colors or images, showing its structure: which blocks, in what order, with what hierarchy. It's used to validate content and flow before design.

X

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Y

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Z

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