301 redirect
A permanent redirect from an old URL to a new one. It sends visitors and search engines to the right page and passes ranking signals across, which is essential in a migration.
Redesigns & migrationsGlossary
Web and marketing terms, in plain English.
Short definitions of the terms we use most, from SEO and GEO to Core Web Vitals and headless commerce.
A/B test
An experiment that shows two versions of a page to different visitors at the same time, to find out which performs better.
Conversion optimisationAI citation
A link to a source shown inside an AI-generated answer. Being cited means an assistant used your page to answer the question and pointed people to it.
GEO servicesAI Overviews
AI-generated summaries that Google shows at the top of some search results, with links to the pages they draw on. Google also offers AI Mode, a conversational way to search.
SEO vs GEOAI share of voice
How often your brand appears in AI answers for a tracked set of prompts, compared with competitors. It is one of the main ways to measure GEO.
GEO servicesCanonical URL
The preferred address for a page, set with a rel="canonical" tag, so search engines know which version to show when similar or duplicate pages exist.
Collection page SEOConversion rate optimisation (CRO)
Increasing the share of visitors who buy, book or enquire, using research and A/B tests rather than guesswork.
Conversion optimisationConversions API
Meta’s server-side tracking. It sends purchases and other events from your website’s server, so Meta can see sales the browser pixel misses.
Setting up the Conversions APICore Web Vitals
Google’s three measures of real-world page experience: Largest Contentful Paint for loading, Interaction to Next Paint for responsiveness and Cumulative Layout Shift for visual stability.
Core Web Vitals for ShopifyCumulative Layout Shift (CLS)
How much the layout moves unexpectedly while a page loads. Google considers a score of 0.1 or less good.
Speed optimisationGenerative engine optimisation (GEO)
The practice of helping AI assistants such as ChatGPT, Gemini, Perplexity, Copilot and Google AI Overviews find, understand and cite your business in their answers. It builds on SEO rather than replacing it.
GEO servicesHeadless commerce
An approach where the storefront customers see is built separately, for example in Next.js, and connects to a commerce platform such as Shopify through APIs.
Shopify theme or headless?Interaction to Next Paint (INP)
How quickly a page responds when someone taps, clicks or types. Google considers 200 milliseconds or less good.
Speed optimisationKlaviyo flow
An automated series of emails or texts triggered by what someone does, such as signing up, abandoning a checkout or making a purchase.
Email & SMSLargest Contentful Paint (LCP)
How long the largest image or block of text in view takes to appear. Google considers 2.5 seconds or less good.
Speed optimisationllms.txt
A proposed plain-text file that gives large language models a short guide to a website’s most useful pages. It is quick to add, although the major AI search engines have not confirmed that they use it.
GEO servicesrobots.txt
A file at the root of a website that tells crawlers which areas they may visit. It can also allow or block individual AI crawlers such as OAI-SearchBot or PerplexityBot.
GEO servicesSearch engine optimisation (SEO)
Improving a website so it ranks higher in search results for the searches your customers make, through technical fixes, useful content and links from other sites.
SEO servicesShopify Plus
Shopify’s plan for high-volume and enterprise brands, with advanced checkout customisation, B2B tools and additional expansion stores.
Shopify Plus & migrationsStructured data
Code added to a page, usually JSON-LD using the Schema.org vocabulary, that describes what the page is about, such as a product, an article, an FAQ or your organisation, so search engines and AI systems can understand it.
SEO checklistWCAG 2.2
The Web Content Accessibility Guidelines, the international standard for making websites usable by people with disabilities. Level AA is the usual target.
Accessibility statementWebsite care plan
A monthly service that keeps a site updated, backed up, monitored and secure, usually with some development time included.
Care plansXML sitemap
A file that lists the pages you want search engines to crawl, usually at /sitemap.xml, and submitted in Google Search Console and Bing Webmaster Tools.
Website launch checklistNo terms match. Try "SEO", "speed" or "Shopify".
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