Glossary

A permanent forwarding rule that sends users and search engines from one URL to another while passing on most ranking signals.

Permanent server-side rules that forward visitors and search engines from old URLs to new ones, passing on most ranking signals.

A temporary HTTP redirect that diverts traffic to another URL without telling search engines the change is permanent.

The part of a webpage or search results visible without scrolling.

Google’s AI-generated answer box at the top of search results that synthesises information from multiple sources with citations.

The HTML attribute that holds descriptive text for an image, used by screen readers and search engines to understand its content.

A short written description of an image, added via the HTML alt attribute, so screen readers and search engines understand what it shows.

The mix of clickable link text used in all inbound links pointing to your site, which signals what topics you should rank for.

The visible clickable text of a hyperlink, which tells users and search engines what the linked page is about.

Structuring content so search engines and AI tools surface it directly as the answer to a query, not just as one ranked link among ten.