TermsThe Studio’s Words
Terms.
The words the studio’s papers use, each defined once, in one sentence first; the ones it coined are marked.
Web.
Moon, Planet, System: 7 terms.
- Answer GravityThe pull a firm’s own words have on search engines and AI answers once each term it uses is defined on one page, used the same way by every piece, and linked back, so the machines place the firm at the centre of what those words mean.System · Coined by the studio · defined
- EngineThe code a firm’s sites run on: one theme, one cache, one form, one set of rules, so that a fix made once is a fix everywhere.System · 4 pieces
- First ScreenWhat a visitor sees before scrolling: the title, the first line, the first action and the first picture, which decide whether they stay.Moon · 1 piece
- Presence by ArchitectureThe structure a firm is found through: design, data architecture and search, built as one system instead of bought from three suppliers.Moon · Coined by the studio · 4 pieces
- SatelliteA smaller site on the same engine as the main site, made for one market or one question, that sends its readers to the main site.System · 3 pieces
- Structured DataStatements in a page’s code that say, for machines, what the page is and what it is about: who published it, what it offers, where, in which language.Moon · 3 pieces
- Trusted InteractionAn action only a person can make on a page (their own tap, click or key press), used as the gate a form must pass before it sends and as the filter that separates visitors from machines.Moon · Coined by the studio · 3 pieces
Advisory.
Search, Position, Alignment: 13 terms.
- AI AnswerA written answer an assistant or a search engine gives to a question, built from pages it retrieves and quotes, before or instead of a list of links.Alignment · 4 pieces
- Brand SearchA search that contains the firm’s name, a variant of it or one of its own product names: demand the firm already has.Search · 1 piece
- Click-Through RateThe share of times a page was shown in search results that it was clicked: clicks divided by impressions.Search · 2 pieces
- Copilot CitationOne appearance of a page as a named source in an answer from Microsoft Copilot or Bing’s AI summaries, as Bing counts it.Alignment · 2 pieces
- Grounding QueryThe short search an assistant writes for itself to find sources for an answer, after rewriting the question a person asked.Alignment · 2 pieces
- Manual ActionA penalty a human reviewer at Google applies when pages break its spam policies, which removes some or all of a site from Google’s results.Search · 2 pieces
- Non-Brand SearchA search that describes what the firm makes or does without naming it: demand that search itself brings.Search · 1 piece
- One SentenceThe firm’s position in one sentence: who it is for, what it does for them, and what it says first, written so that a person can repeat it and a machine can quote it.Position · Coined by the studio · defined
- Question MapThe questions a firm’s buyers actually ask, in their words, each asked live to the AI answers, with who is named, which page is quoted, and which page of the firm’s own should own the answer.Alignment · Coined by the studio · 1 piece
- Term MapThe words a firm’s pages use for what it does, fixed once, each with one page that defines it, so that every page, profile and answer says the same thing.Alignment · Coined by the studio · defined
- The DirectionThe finished work a reading ends in: the position and its words, a brief for every page, the maps, and the order of the work, set with the people who decide.Alignment · Coined by the studio · 1 piece
- The FieldThe firms that answer the same questions as yours, where they are found, and what each of them claims, read side by side to find the claim nobody makes.Position · Coined by the studio · defined
- The RecordWhat a firm’s presence has actually done, read from its own accounts and archived before it disappears: Search Console, Bing, Analytics and the AI answers, page by page.Search · Coined by the studio · 6 pieces