The plain-English encyclopedia of search.
67 terms across three disciplines. Look it up, apply it, rank — on Google, in AI answers, and in featured snippets.
Passage Indexing
Passage indexing (officially called 'passages' by Google) is a technology that allows Google to rank and surface specific passages or sections within a long-form page, even if the rest of the page covers a different topic. Introduced in 2021, it means a single detailed page can r…
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Search Engine Optimisation
The foundation. Getting Google to find, crawl, and rank your pages.
Generative Engine Optimisation
Getting cited by ChatGPT, Perplexity, and AI Overviews — the engines eating search traffic.
Answer Engine Optimisation
Winning featured snippets, PAA boxes, and voice answers. Position zero or nothing.
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