AEO (answer engine optimisation)
Shaping content so search engines and AI assistants can lift a direct answer from it. Often used interchangeably with GEO.
Related: SEO and AI search
Marketing glossary
In this glossary, Before It Was Cool, a marketing agency for businesses across Slovakia, explains terms such as SEO, GEO, PPC and AI agent. You'll meet them in SEO, AI search, paid media, social media and design. Each one is short and free of jargon.
AI agent
A program built on a language model that plans and carries out the steps of a task itself, for example reading an enquiry, logging it in the CRM and drafting a reply. Unlike a chatbot, it acts as well as answers. With us, a person approves every output before it goes out.
Related: AI for business
Read more: What Is an AI Agent, and What Can It Do in Your Business?
AI Overviews
AI-generated summaries that Google shows above the search results for some queries, with links to the source pages.
Related: SEO and AI search
Read more: SEO vs GEO: What's the Difference for Your Business?
Brand guidelines
A document setting out how to use the logo, colours, typefaces and other brand elements, for designers, printers and your own team.
Related: Graphic design
Read more: Brand Guidelines: What to Include (Structure and Template)
Brand identity
A brand's complete visual system: logo, colours, typefaces, graphic elements and the rules for using them, so the business looks the same on its website, social media and in print.
Related: Graphic design
Read more: Logo Design and Brand Identity: What Drives the Price
Chatbot
A program that answers questions in a conversation, for example on a website. Unlike an AI agent, it does not carry out steps outside the conversation.
Related: AI for business
Read more: What Is an AI Agent, and What Can It Do in Your Business?
CMYK and RGB
Two colour models. RGB (red, green, blue) is used on screens, CMYK (cyan, magenta, yellow, black) in print. A logo therefore needs versions for both.
Related: Graphic design
Content plan
A plan of social media posts for the coming weeks or month: topics, formats, copy and dates.
Related: Social media
Read more: Social Media Content Plan: How Often to Post and What to Share
Conversion
The action you want a visitor to take: sending a form, buying, calling or signing up.
Related: Paid media
CPC (cost per click)
What you pay the ad platform each time someone clicks your ad.
Related: Paid media
Read more: What Is PPC Advertising and How Does a PPC Campaign Work?
CPM (cost per mille)
The cost of a thousand ad impressions.
Related: Paid media
Read more: What Is PPC Advertising and How Does a PPC Campaign Work?
CTR (click-through rate)
The share of people who clicked a link or ad out of those who saw it.
Related: Paid media
Engagement
How people react to a post: likes, comments, shares and saves.
Related: Social media
GEO (generative engine optimisation)
Optimising for answers from generative AI such as ChatGPT, Gemini, Perplexity or AI Overviews. The term comes from a 2023 research paper. GEO builds on SEO rather than replacing it.
Related: SEO and AI search
Read more: SEO vs GEO: What's the Difference for Your Business?
Indexing
Adding a page to a search engine's database. A page that is not indexed cannot appear in search results.
Related: SEO and AI search
Keyword
A word or phrase people type into a search engine. In Slovakia, often without diacritics.
Related: SEO and AI search
Link building
Earning links to your site from other websites. Links from relevant, trusted sites help search engines judge how trustworthy your site is.
Related: SEO and AI search
llms.txt
A proposed text file at the root of a website that briefly tells AI tools what the site is about and where to find the important content. Its effect is not yet proven.
Related: SEO and AI search
Read more: What Is llms.txt, and Does Your Website Need One?
Local SEO
Optimising for searches with local intent, such as "hairdresser Nitra". Mainly your Google Business Profile, consistent contact details and reviews.
Related: SEO and AI search
Read more: What Is Local SEO, and How Do You Get on Google Maps?
PPC (pay per click)
Paid advertising where you pay per click, for example in Google Ads. Commonly used for paid search advertising in general.
Related: Paid media
Read more: What Is PPC Advertising and How Does a PPC Campaign Work?
Remarketing
Ads shown to people who have already visited your site or shown interest in another way, for example by watching your video.
Related: Paid media
Read more: What Is Remarketing and How Does It Work?
ROAS (return on ad spend)
Revenue from ads divided by what you spent on them. A ROAS of 4 means 4 euros of revenue for every euro of ad spend.
Related: Paid media
SEO (search engine optimisation)
Work on the technical health, content and trustworthiness of a website so it ranks higher in search results.
Related: SEO and AI search
Read more: How Much Does SEO Cost in Slovakia? · What Is Local SEO, and How Do You Get on Google Maps?
Structured data (schema.org)
A machine-readable description of a page in its code, such as who the business is, what services it offers or which questions the page answers. It helps search engines and AI understand the page.
Related: SEO and AI search
Vector logo (SVG, PDF)
A logo saved as mathematically defined shapes, so it scales up to billboard size without losing quality. Raster formats such as PNG or JPG blur when enlarged.
Related: Graphic design