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.
Related terms
Answer Engine
An answer engine replies to a question with a written answer instead of a list of links. ChatGPT, Perplexity and Google’s AI Overviews are all answer engines. The old question was “do we rank?”; the new one is “are we the answer?”
AI Policy Page
A public page stating how a business uses AI and what it does with customer data. Increasingly expected, and cheap to write honestly.
LLM (Large Language Model)
The kind of AI behind ChatGPT, Claude and Gemini. It is trained on an enormous amount of text and predicts what should come next, which is enough to answer questions, summarise, translate and write.
Sentiment Analysis
Automatically judging whether text is positive, negative or neutral. Used to read reviews and messages at a scale nobody could read by hand.
BreadcrumbList Schema
Markup describing where a page sits in the site’s hierarchy. It helps both search engines and assistants understand that a page is a service under a category, not a stray document.
Multimodal
An AI that handles more than one kind of input — text and images together, say, or audio and video. It is why you can now photograph a menu and ask an assistant what is in a dish.