Glossary
The jargon, translated
This industry loves an acronym. Here's what each one actually means — in plain English, with no exam at the end.
SEO
SEO — Search Engine Optimisation — is the work of making a website findable in search engines like Google and Bing: sound technical foundations, pa…
GEO
GEO — Generative Engine Optimisation — is the practice of making a business visible, accurately described and citeable in AI-generated answers: Cha…
ASO
ASO — App Store Optimisation — is the work of improving an app’s visibility and conversion in the Apple App Store and Google Play: the keywords the…
Agentic AI
Agentic AI is artificial intelligence that does work rather than just answering questions: software agents that read information from business syst…
Business solution stack
A business solution stack is the set of software a business runs on — email, documents, accounts, customer records, automations — chosen deliberate…
AI agent
An AI agent is software given one defined job, access to the systems it needs to do that job, and written instructions on how the work should be do…
Skill
A skill is a single reusable capability an AI agent can be given: a documented procedure for one task, such as chasing an overdue order or compilin…
Identity
An identity is the defined voice and standards an AI agent works to: tone, vocabulary, formatting, the things it must never say, and the rules it f…