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Consumer brands
DTC BrandsApparel and FashionBeauty and SkincareFood and BeverageSupplements and Wellness
Wholesale and supply
WholesalersDistributorsManufacturersSuppliersIndustrial and MRO
Industrial and specialty
Building MaterialsAuto Parts and AftermarketPackaging and ShippingMedical and Dental SupplyPet Products

Built for catalogs

Wholesale, distribution, and manufacturing search work differently than retail. See how we approach it.

All industries
Chicago area
The LoopWest LoopFulton MarketNapervilleSchaumburgOrland ParkElk Grove VillageAuroraJolietBolingbrookBedford ParkOak BrookDowners GroveRosemontDes PlainesSkokieElmhurst
States A to M
ArizonaCaliforniaColoradoFloridaGeorgiaIllinoisIndianaMassachusettsMichiganMinnesota
States M to W
MissouriNew JerseyNew YorkNorth CarolinaOhioPennsylvaniaTennesseeTexasWashingtonWisconsin

Local here, national everywhere

Map pack rankings across Chicago and the suburbs, plus state level coverage in twenty states.

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SEO Glossary

The SEO glossary, in plain English.

The terms that come up in e-commerce and AI search SEO, defined without jargon. Bookmark it for the next time an agency or article throws an acronym at you.

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E-commerceShopifyNationalAEO / GEO
The SEO glossary, in plain English.

Platforms and tools we work across every day

GoogleSemrushAhrefsShopifyMetaWordpressClutchClaudeBingGeminiAmazonTiktokGoogleSemrushAhrefsShopifyMetaWordpressClutchClaudeBingGeminiAmazonTiktok

SEO is full of acronyms and shorthand. This glossary defines the terms we use with clients, focused on e-commerce, technical, and the newer AI search concepts. Definitions are plain and practical.

Search demand

One product has dozens of ways to be searched.

Buyers arrive through modifiers, comparisons, questions, and specifications. Mapping that whole cluster is how a page earns traffic beyond a single head term.

Who this is for

Built for these situations.

Worth being honest about fit. These are the situations where this work reliably earns its keep, and if none of them sound like you, say so and we will tell you.

01

Store owners

Plain definitions without agency jargon.

02

Marketing managers

Shared language for briefing work and reading reports.

03

B2B teams

The sourcing and catalog terms that matter in supplier search.

04

Anyone comparing agencies

Know what a proposal is actually promising.

What changes

What you should expect.

We are not going to put invented numbers on this page. What follows is the kind of change a properly built program produces once it has had time to compound.

No jargon walls

Every term explained in one sentence you can use.

Grouped by use

Technical, commerce, local, and AI terms together.

Updated for AI search

Includes AEO, GEO, and answer engine vocabulary.

Free to reference

No signup, no download.

A to Z

32 terms, defined.

The e-commerce, technical, and AI search terms we use with clients, in plain English.

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SEO
Search engine optimization: improving a site's visibility in organic search results.
SERP
Search engine results page: the page Google shows for a query, including links, ads, and answer features.
Organic search
Unpaid search listings earned through relevance and authority rather than ad spend.
Local SEO
Optimization to rank in local results and the map pack for location based searches.
Map pack
The block of three local business listings with a map that Google shows for local queries.
Google Business Profile
The free business listing that powers a company's presence in Maps and the map pack.
E-commerce SEO
Optimization of online store pages, especially collections and products, to rank and convert.
Collection page
A category page on a store that groups related products and targets category level searches.
Product page
A page for a single product, targeting specific, high intent buying searches.
Faceted navigation
Filter and sort options on a store that can create many URL variations needing SEO control.
Merchant Center
Google's platform for submitting product data that powers Shopping and free listings.
Product feed
The structured file of product data submitted to Merchant Center for Shopping visibility.
Free listings
Unpaid product listings on the Google Shopping tab, driven by a healthy Merchant Center feed.
Canonical tag
An HTML tag that tells Google the preferred version of a page to prevent duplicate content issues.
Structured data
Schema markup that helps search engines and AI understand a page's content and facts.
Schema
A shared vocabulary of structured data types, such as Product, Offer, and FAQPage.
Rich result
An enhanced search listing, like a product with price and rating, powered by structured data.
Core Web Vitals
Google's metrics for loading, interactivity, and visual stability that influence rankings.
Crawlability
How easily search engines can access and read the pages of a site.
Indexation
Whether and how a page is stored in Google's index and eligible to rank.
Internal linking
Links between pages of the same site that distribute authority and aid discovery.
Backlink
A link from another site, a key signal of authority and trust for rankings.
Domain authority
An informal measure of a site's overall strength and ability to rank.
Topical authority
Depth of coverage on a subject that helps a site rank across a whole topic.
Programmatic SEO
Generating many useful landing pages from structured data and templates at scale.
AEO
Answer engine optimization: optimizing to be selected for AI Overviews, snippets, and answer features.
GEO
Generative engine optimization: optimizing to be named and cited by AI assistants like ChatGPT.
AI Overview
Google's AI generated answer shown above traditional results for many queries.
Featured snippet
A short answer Google pulls to the top of results from a ranking page.
Entity
A distinct thing, like a brand, that search engines and AI recognize and reason about.
Hreflang
An attribute that tells Google which language and region version of a page to serve.
CRO
Conversion rate optimization: improving the share of visitors who buy or inquire.
Answer engines

Search increasingly ends without a click.

AI Overviews and assistants answer directly and cite a few sources. Being one of those sources means writing answers a machine can lift cleanly and backing them with structure it can verify.

Service areas

Chicago and the suburbs, covered.

Each area gets its own page and its own content, because the search problem in a warehouse district is nothing like the one in a retail corridor.

All service areas
The LoopThe LoopWest LoopWest LoopFulton MarketFulton MarketNapervilleNapervilleSchaumburgSchaumburgOrland ParkOrland ParkElk Grove VillageElk Grove VillageAuroraAuroraJolietJolietBolingbrookBolingbrookBedford ParkBedford ParkOak BrookOak BrookDowners GroveDowners GroveRosemontRosemontDes PlainesDes PlainesSkokieSkokieElmhurstElmhurstThe LoopThe LoopWest LoopWest LoopFulton MarketFulton MarketNapervilleNapervilleSchaumburgSchaumburgOrland ParkOrland ParkElk Grove VillageElk Grove VillageAuroraAuroraJolietJolietBolingbrookBolingbrookBedford ParkBedford ParkOak BrookOak BrookDowners GroveDowners GroveRosemontRosemontDes PlainesDes PlainesSkokieSkokieElmhurstElmhurst
Chicago from the air
Coverage

Chicago based. Working in all fifty states.

Local work when the map pack matters, national work when your buyers are spread across the country.

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Midwest

South

West

Northeast

Each state above has its own page. Not listed? We work in all fifty, so just ask.

Prefer to just talk it through?No forms, no gatekeeping. Call and you get someone who does the work.
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In one line

This SEO glossary defines e-commerce, technical, and AI search terms in plain English, from canonical tags and structured data to answer engine optimization and generative engine optimization.

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