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The marketing dictionary

The marketing dictionary.

Clear answers to digital questions. From SEO and link building to advertising and AI foundations. Find a term and understand what it means for your website.

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Recently updated.

DeepSeekContent reviewed8 Oct 2026 QwenContent reviewed8 Oct 2026 KimiContent reviewed8 Oct 2026 Mistral AIContent reviewed8 Oct 2026 ChatGPTContent reviewed7 Oct 2026 ClaudeContent reviewed7 Oct 2026 GeminiContent reviewed7 Oct 2026 GrokContent reviewed7 Oct 2026

Company, assistant or model? Explore the ecosystems

From company to product and model.

A company develops the technology, a model processes information and an assistant adds a working environment. These reading paths help distinguish the names.

OpenAI → ChatGPT → GPT

OpenAI is the developer, ChatGPT the assistant and GPT the model family. Codex adds an environment for programming work.

Anthropic → Claude

Anthropic develops Claude. Sonnet, Opus, Haiku, Fable and Mythos are model lines, not five separate companies.

Google → Gemini

Google supplies the products. Google DeepMind develops models; Gemini names both an assistant and a model family.

X / xAI → Grok

X is the social platform. Grok’s developer operates as SpaceXAI. Grok combines models with product features.

Meta → Meta AI

Meta AI is the assistant. Muse includes newer model and agent names; Llama has a distinct role with downloadable weights.

Moonshot AI → Kimi

Moonshot AI is the company. Kimi is the assistant and the family name that includes K3.

Models and your own infrastructure

DeepSeek, Qwen and Mistral offer different combinations of models, weights and managed services. Check each model’s terms.

Search and everyday work

Perplexity focuses on answers and research. Copilot connects AI to Microsoft’s work and development environments.

AEO.

Make explanations useful for direct answers while retaining the context, evidence and depth a visitor needs.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

Agentic Workflow.

A process combining fixed steps and flexible agent behaviour with checks, boundaries and traceable outcomes.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

AI Agents.

Systems that choose steps, use available tools and check outcomes while working towards an authorised goal.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

AI Memory.

Ways an application retains and retrieves information beyond a single model interaction.

Content reviewed: 7 Oct 2026Read more ↗AI Search

AI Overviews.

Understand generated summaries, source links, click behaviour and the market limits of advertising placements.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

Anthropic.

The AI company behind Claude, researching models, their behaviour and practical applications.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

ChatGPT.

OpenAI’s AI assistant: from conversations and files to research, programming and work with tools.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

Claude.

Anthropic’s AI assistant and model families for text, documents, code and work with tools.

Content reviewed: 7 Oct 2026Read more ↗AI Models

Claude Fable.

The Claude family for difficult reasoning and sustained work; Fable 5.1 shares its underlying model with Mythos 5.1.

Content reviewed: 7 Oct 2026Read more ↗AI Models

Claude Haiku.

The Claude family for fast, focused processing. Haiku 5.5 is the latest version; Haiku 4.5 also remains active.

Content reviewed: 7 Oct 2026Read more ↗AI Models

Claude Mythos.

The Claude offering with the same underlying model as Fable and specific safeguards and verification for access.

Content reviewed: 7 Oct 2026Read more ↗AI Models

Claude Opus.

A Claude family for demanding work, currently Opus 5.5, with practical differences from Sonnet and Fable.

Content reviewed: 7 Oct 2026Read more ↗AI Models

Claude Sonnet.

The Claude family for broad everyday work and quick iteration; the current version is Sonnet 5.5.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

Codex.

OpenAI’s programming product combines models with repositories, tools and code verification.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

Computer Use.

AI-directed interaction with a graphical interface when work requires buttons, forms, screens or windows.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

Connectors.

Integrations that make specific data or actions in an external application available to an AI workflow.

Content reviewed: 7 Oct 2026Read more ↗AI Fundamentals

Context Window.

The bounded amount of information a model can use in a processing step, like material laid out on a worktable.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

DeepSeek.

AI developer and model family for reasoning, programming and image understanding.

Content reviewed: 8 Oct 2026Read more ↗SEO

E-E-A-T.

Assess the quality and reliability of information through experience, expertise, reputation and transparency.

Read more ↗SEO

Entity SEO.

Clarify which person, organisation, place or thing a page describes and explain the relationships that matter.

Read more ↗AI Companies & Assistants

Gemini.

Google’s assistant and model family, connected to search, documents, Android and agents.

Content reviewed: 7 Oct 2026Read more ↗AI Fundamentals

Generative AI.

Models that generate content from learned patterns, instructions and the information available to them.

Content reviewed: 7 Oct 2026Read more ↗AI Search

GEO.

Understand mentions, citations and source quality without treating GEO as a replacement for SEO or an official Google score.

Content reviewed: 7 Oct 2026Read more ↗SERP & Advertising

Google Ads.

Connect campaign choices, landing pages and budgets to qualified enquiries and sales instead of counting clicks alone.

Content reviewed: 7 Oct 2026Read more ↗AI Search

Google AI Mode.

Explore the differences between classic search, AI Overviews and a conversational search experience, with clear availability limits.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

Google DeepMind.

The AI organisation within Google developing Gemini and scientific AI systems.

Content reviewed: 7 Oct 2026Read more ↗AI Models

GPT.

The model family behind many OpenAI applications, spanning different generations and capability profiles.

Content reviewed: 7 Oct 2026Read more ↗AI Models

GPT Astra.

The Astra family for demanding analysis and work involving several steps and tools.

Content reviewed: 7 Oct 2026Read more ↗AI Models

GPT Luna.

The Luna family for clearly scoped, repeatable tasks and high-volume processing.

Content reviewed: 7 Oct 2026Read more ↗AI Models

GPT Sol.

The Sol family for analysis, programming, documents and other complex professional work.

Content reviewed: 7 Oct 2026Read more ↗AI Models

GPT Terra.

The Terra variant of GPT-5.6, balancing capability and cost and remaining available during transition.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

Grok.

SpaceXAI’s assistant and models, with web and X search, media capabilities and agent tools.

Content reviewed: 7 Oct 2026Read more ↗AI Fundamentals

Hallucination.

Plausible AI output that is inaccurate or not sufficiently supported by facts or the supplied source.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

Human-in-the-loop.

Human judgement built into the process where uncertainty, business choices or consequences require a decision.

Content reviewed: 7 Oct 2026Read more ↗SEO

Internal linking.

Connect pages through descriptive anchors, useful contextual links and hubs that make the site easier to navigate.

Read more ↗AI Companies & Assistants

Kimi.

Moonshot AI’s assistant and models for large dossiers, research, code and agents.

Content reviewed: 8 Oct 2026Read more ↗SEO

Link building.

Relevant backlinks, editorial quality and the difference between management and placement budgets.

Read more ↗AI Models

Llama.

Meta’s model family with available weights for developers, research and custom applications.

Content reviewed: 7 Oct 2026Read more ↗AI Fundamentals

LLM.

A large language model learns language patterns and generates or processes text using the context available to it.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

MCP.

An open protocol for exposing tools and context to AI applications through a shared communication model.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

Meta AI.

Meta’s assistant for questions, content and actions across social apps, messaging and dedicated interfaces.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

Microsoft Copilot.

Microsoft’s AI experiences for daily work, business data, productivity and code.

Content reviewed: 8 Oct 2026Read more ↗AI Companies & Assistants

Mistral AI.

European AI developer offering models, open weights and Vibe, the successor to Le Chat.

Content reviewed: 8 Oct 2026Read more ↗AI Companies & Assistants

Moonshot AI.

The research organisation behind Kimi and the Kimi model family.

Content reviewed: 8 Oct 2026Read more ↗AI Fundamentals

Multimodal AI.

AI that works with more than one kind of information, with capabilities that vary across inputs and outputs.

Content reviewed: 7 Oct 2026Read more ↗AI Models

Muse.

The Muse models and namesake agent: understanding, generating and carrying out tasks with context.

Content reviewed: 7 Oct 2026Read more ↗SEO

Off-page SEO.

Understand the external references, publicity and reputation surrounding your website and organisation.

Read more ↗SEO

On-page SEO.

Improve the content and presentation of a page so its purpose, answer and next step are clear.

Read more ↗AI Companies & Assistants

OpenAI.

The AI company behind ChatGPT, GPT models, Codex and a platform for developers.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

Perplexity.

A search and research service that assembles answers with references to sources.

Content reviewed: 8 Oct 2026Read more ↗AI Search

Query fan-out.

See how related searches can support a complex answer without treating an illustrative example as an internal Google trace.

Content reviewed: 7 Oct 2026Read more ↗AI Models

Qwen.

Alibaba’s family of open and commercial models for text, images, audio and agents.

Content reviewed: 8 Oct 2026Read more ↗AI Fundamentals

RAG.

Retrieve relevant information, place it in context and generate an answer using the retrieved material.

Content reviewed: 7 Oct 2026Read more ↗SEO

Search intent.

Identify what someone wants to understand, find, compare or do, then choose a page that serves that task.

Read more ↗SEO

SEO.

How search engines work and why technology, content and authority matter for visibility.

Read more ↗SERP & Advertising

SEO vs SEA.

A useful comparison of organic visibility and search advertising, with a realistic way to combine them.

Content reviewed: 7 Oct 2026Read more ↗SERP & Advertising

SERP.

Read a results page as a collection of answers and next steps, with a practical framework for assessing visibility.

Content reviewed: 7 Oct 2026Read more ↗SERP & Advertising

Sponsored results.

Understand the advertising auction and distinguish changes in attention and clicks from changes in organic ranking.

Content reviewed: 7 Oct 2026Read more ↗Analytics / Web / Technology

Technical SEO.

Make the right pages accessible and understandable through consistent URLs, indexing signals and reliable delivery.

Read more ↗AI Fundamentals

Token.

A token is a unit used to represent input or output; its boundaries depend on the tokenizer and the material being processed.

Content reviewed: 7 Oct 2026Read more ↗AI Agents & Automation

Tool Use.

A model requests an operation through a tool; software checks and executes it, then returns the result.

Content reviewed: 7 Oct 2026Read more ↗SEO

Topical authority.

Develop connected explanations that cover relevant questions with depth, evidence and clear relationships.

Read more ↗AI Fundamentals

Transformer.

An influential neural network architecture that processes relationships between elements through attention.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

X / Twitter.

How the former Twitter connects social conversations with Grok, search and AI-assisted work.

Content reviewed: 7 Oct 2026Read more ↗AI Companies & Assistants

xAI.

The organisation behind Grok, now operating under SpaceX as SpaceXAI.

Content reviewed: 7 Oct 2026Read more ↗

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