Guardrails
The limits placed on what an AI may say or do — refusing certain requests, staying on topic, never inventing a price. Essential on anything customer-facing.
Related terms
Entity SEO
Optimising to be recognised as a specific, real thing rather than for particular keywords. In practice it means consistent naming, structured data, and being mentioned in enough other places to be corroborated.
Computer Vision
AI that interprets images and video — reading a document, recognising a product, counting people. The part of AI that has been quietly working in industry for years.
Crawl Budget
The rough limit on how much of your site a crawler will fetch in a visit. Slow pages and endless near-duplicate URLs spend it on nothing, so the pages that matter get visited less often.
Review Schema
Markup for ratings and reviews, including who wrote them. It feeds the star ratings in search results, and gives an assistant something concrete to cite about your reputation.
Microdata
An older way of marking up facts, written as attributes on the HTML itself rather than in a separate block. Still understood, but JSON-LD is now the safer choice.
Prompt
The instruction or question you give an AI. The wording matters more than people expect: the same request phrased two ways can produce noticeably different answers.