Schema Markup
Structured data describing what a page is about in a vocabulary machines already understand. The most direct way to tell an engine what it is looking at.
Search Intent
What someone is trying to do, not what they typed: learn, compare, buy, or reach a specific place. The same query can carry different intent on Google, in a paid auction, and inside an AI answer.
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Semantic Search
Matching on meaning rather than on words. It is why a page can rank for a question it never literally contains, and why synonyms stopped being a tactic.
SEO Funnel
Mapping content to the stages of a buying decision: TOFU to learn, MOFU to compare, BOFU to choose. The framework that stops a site publishing only what it wants to sell. Full definition, examples and application
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SERP
Search Engine Results Page. Increasingly a misnomer: on many queries it is an answer with links attached rather than a page of results.
Sitelinks
The extra links shown beneath a result, chosen by Google from a site’s structure. Not configurable, but a clear hierarchy makes useful ones more likely.
Sitemap
A file listing the URLs a site wants crawled. It is a suggestion rather than an instruction, and it is only as useful as it is accurate.
Structured Data
Machine-readable markup describing a page’s content. Not a ranking factor in itself, but the thing that makes a page eligible for most enhanced results.
Read more: From Zero to Hero: Boosting SEO with Strategic Glossary Pages
Back to the full glossary, or read how we build them in From Zero to Hero.