35 contractor marketing terms, defined.

AEO (Answer Engine Optimization)

The practice of structuring content so that AI engines like ChatGPT, Perplexity, Claude, and Google's AI Overviews cite or recommend your business by name.

GEO (Generative Engine Optimization)

A specific subset of AEO focused on optimizing for generative AI engines like ChatGPT, Claude, Gemini, and Perplexity.

LLMO (Large Language Model Optimization)

The technical-leaning name for optimizing content so Large Language Models (LLMs) like GPT-4, Claude, and Gemini cite your business.

Voice Search

Search queries conducted by speaking instead of typing, through Google Assistant, Siri, Alexa, ChatGPT voice, or similar interfaces.

Map Pack (Local Pack)

The block of 3 local business listings that appears at the top of Google search results for location-specific queries, alongside a map.

Google Business Profile (GBP)

The free business listing that appears in Google Maps and the Map Pack on Google Search.

NAP (Name, Address, Phone)

The Name, Address, and Phone number of a business — and the consistency of that information across the web.

Citation Consistency

The practice of maintaining identical Name, Address, Phone, and business details across web directories.

Citation Building

The process of getting a business listed on directories and aggregators with consistent NAP.

GBP Posts

Short content updates published directly on a Google Business Profile, similar to social media posts.

Schema Markup (Structured Data, JSON-LD)

Code added to a website that explicitly tells search engines and AI engines what the page is about.

JSON-LD

The recommended JSON-based format for writing schema markup on websites.

FAQPage Schema

A type of schema markup that tells search engines a page contains a list of frequently asked questions and their answers.

LocalBusiness Schema

Schema markup type that identifies a website as belonging to a local business and specifies its NAP, hours, and service area.

Rich Snippets (Rich Results)

Enhanced search result listings showing additional information — star ratings, FAQs, prices, images — beyond the standard title and meta description.

Speakable Schema

A schema markup type that explicitly marks content as readable by voice assistants.

Review Schema

Schema markup that tells search engines a page contains customer reviews and ratings.

Person Schema (Author Schema)

Schema markup that identifies a specific person as the author or expert behind content.

Author Schema

A subset of Person schema specifically tied to articles, blog posts, and other written content.

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Google's framework for evaluating content quality based on the author's real-world experience, demonstrated expertise, third-party authority, and overall trust.

YMYL (Your Money or Your Life)

Google's term for content categories that can significantly impact a person's health, finances, safety, or wellbeing.

Long-Tail Keywords

Specific, multi-word search queries with lower volume but higher buyer intent than short, generic keywords.

Programmatic SEO

Building a large number of similar, templated pages at scale to capture long-tail search queries.

Freshness Signal

Indicators that content or a business profile is actively maintained and recently updated.

Entity SEO

Optimizing for how search engines understand your business as a 'thing' (entity) connected to other entities in their knowledge graph.

Local Services Ads (LSA / Google Guaranteed)

Google's pay-per-lead advertising program for service businesses that appear above Map Pack and Search Ads.

Google Guaranteed

The green checkmark badge displayed on Local Services Ads for businesses Google has verified through licensing and background checks.

PPC (Pay-Per-Click)

Advertising model where you pay each time someone clicks your ad.

Cost Per Lead (CPL)

The total marketing cost required to produce one qualified lead.

Cost Per Acquisition (CPA)

The total marketing cost required to produce one paying customer (closed job, not just a lead).

LTV (Customer Lifetime Value)

The total revenue a customer generates over the entire relationship, including repeat work and referrals.

Conversion Rate

The percentage of website visitors who take a desired action (call, form submission, booking).

CRO (Conversion Rate Optimization)

The systematic discipline of increasing the percentage of website visitors who become leads or customers.

A/B Testing (Split Testing)

Comparing two versions of a page or element by showing each to a random portion of traffic and measuring which performs better.

Trust Signals

Visual elements that increase visitor confidence in a business — reviews, certifications, badges, guarantees, social proof.