Every confusing word on this site, translated

Google's AI-written summary that sometimes appears above the normal search results, answering the question directly instead of just linking to sites. Being the source it quotes matters as much now as ranking #1 used to.

Ongoing monthly upkeep after a website launches — software and security updates, plus someone actually checking it still works, instead of finding out from a customer that the contact form broke.

A visitor doing the thing you actually wanted — calling, booking, or filling out a form. A pretty website that gets traffic but no conversions isn’t working yet.

Generative Engine Optimization — the same idea as SEO, but for AI assistants like ChatGPT. So when someone asks an AI for a recommendation, it names you.

The box with your hours, photos, reviews and map pin that shows up in search and Google Maps. For most local businesses, more people see this than the actual website.

A word or phrase someone actually types into a search engine. A website is written and structured to match the keywords real customers use, not the ones a business owner assumes they use.

A short text file that gives AI systems like ChatGPT and Claude a plain-language map of a website’s most useful pages. New, low-effort, and not a ranking factor — one small piece of GEO.

SEO focused specifically on nearby searches — "plumber near me," "bakery in Ayer." It leans on different signals than general SEO: your Google Business Profile, reviews, and how consistent your business info is everywhere it’s listed.

The three businesses Google shows at the top of a local search, with a map. Also called the "local pack." Getting into it is worth more to most local businesses than ranking well in the regular results below it.

The short blurb under your link in search results. A good one gets more clicks even at the same ranking position.

(also called "responsive design") — a website that reshapes itself to work properly on a phone screen, not just a laptop. Most visitors to a local business site are on their phone, and Google judges the site by that version.

Name, Address, Phone — the three pieces of business info that need to match exactly everywhere online (your website, Google Business Profile, every directory). Even small mismatches quietly hurt local rankings.

How fast your site loads on a phone. Slow sites lose visitors before they see anything, and Google factors it into ranking too.

A small file that tells search engine crawlers which parts of a website they’re allowed to look at. Nearly every website has one; it’s mostly invisible unless something is set up wrong.

(also called "structured data") — hidden labels in a website’s code that tell Google and AI exactly what a page is about, in a format machines can read directly instead of having to guess.

Search Engine Optimization — making your business easier to find when people search on Google. The foundation everything else (Local SEO, GEO) builds on.

A file listing every page on a website, submitted to Google so it can find and index them all — different from an llms.txt file, which is a much shorter, curated list written for AI systems specifically.

User experience — how easy an actual website is to use: whether the menu makes sense, the buttons are easy to tap on a phone, and the next step is obvious. Good UX turns more visitors into conversions.