Glossary

The practice of structuring your digital presence — content, authority signals, structured data, and citations — so that AI tools like ChatGPT, Perplexity, and Google Gemini recommend your business in their generated answers.

The underlying technology behind AI tools like ChatGPT and Claude. LLMs are trained on vast amounts of text and use that training to generate responses to questions and prompts. Understanding how they form recommendations is the foundation of GEO.

Structured code added to a webpage that tells search engines and AI tools specific facts about your business — name, location, services, reviews, and more — in a machine-readable format. One of the most direct GEO signals you can control.

The degree to which an AI model or search engine considers your content credible and comprehensive on a specific subject. Built through consistent, high-quality content in a defined area — not keyword stuffing or volume.

A custom AI model trained on your business's specific content — services, pricing, policies, FAQs — and configured to respond as a representative of your brand. Built on platforms like ChatGPT (Custom GPTs) or Claude (Projects).

A version of ChatGPT customized with specific instructions, knowledge, and a defined persona. Accessible via a shareable link, embeddable in websites, or deployed for team use within a ChatGPT account.

Anthropic's equivalent of a Custom GPT — a Claude conversation context with custom instructions and uploaded knowledge base documents. Particularly strong for nuanced, long-form reasoning and internal team applications.

A complete visual language for a business — logo, color palette, typography hierarchy, and usage guidelines. The foundation that ensures every touchpoint (website, print, digital, signage) looks intentional and cohesive.

A design approach that begins with the mobile experience and scales up to desktop — the inverse of traditional web design. Critical because the majority of web traffic now comes from mobile devices.

The percentage of website visitors who take a desired action — filling out a form, calling, purchasing, or booking. Good website design is measured by conversion rate, not just aesthetics.

A form handling service built into the Netlify hosting platform. Allows forms to submit data without a backend server — submissions are captured in your Netlify dashboard and emailed to your specified address.

An ongoing monthly agreement where a client pays a set fee for a defined number of hours and services per month. Provides predictability for both parties and allows for deeper, more strategic work than one-off projects.

A Chief Marketing Officer hired on a part-time or fractional basis — bringing senior strategic leadership to a business that doesn't need or can't afford a full-time executive. FiveSeventeen's Full Service Retainer is structured around this model.

HTML meta tags that control how a webpage appears when shared on social media platforms or in messaging apps — defining the title, description, and preview image. Essential for professional-looking link shares on LinkedIn, iMessage, etc.

A collaborative vocabulary for structured data on the internet, used to mark up webpages in ways that AI systems, search engines, and other tools can understand. Adding Organization, LocalBusiness, or FAQ schema to your site is a foundational GEO step.