The glossary — chapter 11 of 12

Quality, AI Search & Entities, defined

How quality is judged — by algorithms, and now by AI.

In practice

A brand improves its evidence, consistency and source quality so machines can represent it more accurately.

Why it matters

It improves the chance of accurate representation, retrieval and citation in modern search experiences.

E-E-A-T

A quality framework covering Experience, Expertise, Authoritativeness and Trustworthiness.

Ana says: It is demonstrated through the business, not added as a badge under the author photo.

YMYL

Topics that can significantly affect health, finances, safety or wellbeing.

Ana says: Confidence is not evidence, whether it comes from AI, a tool or a client.

Core Update

A broad change to Google’s ranking systems intended to improve result quality.

Search experiences using generative AI to synthesise, explain or recommend information.

AEO

Optimising information so answer systems can understand, retrieve and present it clearly.

GEO

Improving a brand’s likelihood of being represented, mentioned or cited in generative answers.

LLM

An AI model trained to understand and generate language across many tasks.

RAG

A method that retrieves external information before or during answer generation.

Entity

A distinct person, organisation, place, product or concept with attributes and relationships.

Hallucination

A false, unsupported or invented claim generated by an AI model.

Ana says: Confidence is a language pattern, not proof that the claim exists.

Beyond the definitions

Where this chapter becomes work

AI Search & GEO

Being represented, mentioned and cited by generative engines.

Personal Brand & Entity SEO

DIVA: one accurate entity, machine-readable.

Case studies

Proof, or nothing.

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Local, International & Analytics

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The glossary

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Programmatic SEO & Tooling

Where this leads

The definitions are free. The diagnosis is a conversation.

A conversation first, to check the fit. If what you need is not something I do, I will tell you who does.

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Services

Nine ways of working, from a one-off audit to ongoing consulting.

All twelve chapters

The full glossary, with the A–Z index and the PDF.

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