Glossary
The words, in plain English.
Terms you'll meet when buying placements, running digital PR, or working on how AI assistants describe your brand.
AI visibility
How often, and how accurately, AI assistants mention a brand when people ask questions in its category.
ASCI
The Advertising Standards Council of India, the self-regulatory body that sets India's advertising code, including rules for disclosing sponsored content.
Advertorial
Paid content designed to look and read like the publication's editorial articles.
Anchor text
The visible, clickable words of a link.
Answer engine optimization (AEO)
Another name for optimizing to appear in direct answers, from AI assistants, voice assistants and search features, rather than only in lists of links.
Backlink
A link from another website to yours.
Canonical URL
The address a page names as its original version, so search engines know which copy to show when the same content appears in several places.
Dofollow link
Informal name for a link with no sponsored, nofollow or ugc value in its rel attribute, which search engines may count as an endorsement.
Domain authority
A third-party score, on a scale of 1 to 100, that estimates how likely a site is to rank in search, based mostly on its backlinks.
Earned media
Coverage you don't pay for: articles, reviews and mentions others choose to publish about you.
Generative engine optimization (GEO)
The work of getting a brand mentioned, accurately, in the answers AI assistants such as ChatGPT, Claude, Gemini and Perplexity write.
Link insertion
Paying a site to add a link, and usually a sentence, to an article it has already published.
Native advertising
Ads that match the look and format of the platform they appear on, such as sponsored articles, promoted posts and in-feed ads.
Nofollow link
A link marked rel="nofollow", asking search engines not to treat it as an endorsement.
Noindex
An instruction, in a robots meta tag or an X-Robots-Tag header, telling search engines not to include a page in their results.
Press release syndication
Republishing the same press release word for word across a network of sites.
Press release wire
A service that distributes press releases to newsrooms, journalists and partner websites, such as PR Newswire or Business Wire.
Sponsored article
An article a publication runs because a brand paid for it, labelled as sponsored.
UGC link
A link marked rel="ugc", meaning it sits in user-generated content such as comments or forum posts.
rel="sponsored"
A link attribute that tells search engines a link was paid for or is part of an advertising arrangement.
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