Website, SEO and design terms,
explained simply.
Plain-English definitions of the website, SEO, AI search and product design terms founders run into when they plan a new site, with a link to the service that puts each one to work.
15 terms
Plain English
SEO and AI search
Updated 2026
301 redirect
AEO
Core Web Vitals
Design system
Design tokens
Framer
GEO
Headless CMS
Landing page
llms.txt
Prototype
Schema markup
Technical SEO
Website migration
Wireframe
SEO
301 redirect
A permanent redirect that sends visitors and search engines from an old URL to a new one, and passes the old page’s ranking signals to the new page.
AI SEARCH
AEO
Answer engine optimisation: structuring content so search features and AI assistants can lift one clear, direct answer from your page, usually through short answers, FAQs and schema markup.
SEO
Core Web Vitals
Google’s three page experience metrics: how fast the main content loads (LCP), how quickly the page responds to input (INP) and how stable the layout stays (CLS).
DESIGN
Design system
A shared library of components, styles and rules that keeps a product or website consistent as more people design and build it.
DESIGN
Design tokens
Named values for colour, type, spacing and radius that a design system uses everywhere, so one change to a token updates every screen that uses it.
PLATFORM
Framer
A visual website builder and host where designers build responsive sites with a CMS, motion and SEO settings, and marketing teams edit pages without code.
AI SEARCH
GEO
Generative engine optimisation: making a site easy for AI tools like ChatGPT and Perplexity to read, trust and cite, through clear facts, structured content and an llms.txt file.
DEVELOPMENT
Headless CMS
A content management system that stores content and serves it through an API, so developers can show it in any front end, such as a Next.js site or an app.
MARKETING
Landing page
A single web page built around one goal, such as a demo request or a sign-up, usually matched to a specific ad, campaign or product launch.
AI SEARCH
llms.txt
A plain text file at the root of a website that gives AI assistants a short, structured summary of the site and links to its most useful pages.
DESIGN
Prototype
A clickable version of a design that behaves like the real product, used to test flows with users before any code is written.
SEO
Schema markup
Structured data added to a page’s code that tells search engines what the content is, such as an organisation, an article or an FAQ, and can earn rich results.
SEO
Technical SEO
The site-level work that helps search engines crawl, render and index pages: speed, sitemaps, redirects, canonical tags, structured data and clean HTML.
DEVELOPMENT
Website migration
Moving a website to a new platform, domain or URL structure while keeping its content, metadata and rankings, using a redirect map and checks after launch.
DESIGN
Wireframe
A low-detail layout of a page or screen that shows structure and content order before visual design starts.
Glossary questions,
answered.
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What is the difference between AEO and GEO?
AEO, answer engine optimisation, shapes content so search features and assistants can lift one direct answer. GEO, generative engine optimisation, makes a whole site easy for AI tools like ChatGPT to read, trust and cite.