AEO, or answer engine optimisation, is making content easy for answer engines such as ChatGPT to find and quote as a direct answer. It overlaps almost entirely with GEO, and the two names are often used for the same work: direct answers, self-contained sections, named entities and sourced figures. Docket grades every draft for it through its GEO and AIO checks.
AI Search Glossary
Master the Language of SEO, GEO and AI Search
123 terms marketing teams meet every week, from canonical tags and crawl budget to GEO, query fan-out and AI share of voice. Each is defined in under 80 words, with how Docket puts it to work where it applies.
450+ Checks on Every Draft
SEO, GEO, AIO and format checks
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What Is the Difference Between SEO, GEO and AIO?
SEO gets a page found. GEO gets it quoted. AIO gets it summarised. Docket grades every draft on all three, plus format, in 450+ checks, ready for search results where the answer often appears before the link.
123 Terms, a to Z
Every Term, Defined in Its First Sentence
Search by name or meaning, filter by topic, or jump to a letter. Each definition stands on its own, so you, or an AI assistant, can quote one without the rest.
123 terms in 6 topics
Agentic AI
Content
Agentic AI is AI that works towards a goal over several steps, deciding what to do next and using tools along the way, rather than answering a single prompt. In content marketing that can mean researching, planning, drafting and checking in sequence. Docket applies it to the content cycle: it reads your site, plans a weekly queue, drafts and checks articles, and reads the results.
AI Agent
Content
An AI agent is software that uses an AI model to carry out tasks on someone's behalf, choosing its own steps and calling tools such as web search or a CMS. Agents suit repeatable, multi-step work, and they need clear rules and checks to stay safe. In Docket, brand rules such as banned terms and required disclaimers are checked mechanically, not left to a model's judgement.
AI Crawler
AI Search
An AI crawler is a bot that fetches web pages for an AI service, either to gather training data or to read pages live while answering a question. Most read plain HTML without running JavaScript and follow your robots.txt, so content that only appears after scripts run can be invisible to them. Docket reads your site the way AI crawlers do and checks your robots.txt against eight live AI and search crawlers.
AI Search
AI Search
AI search is finding information by asking an AI assistant a question and reading a written answer, rather than scanning a list of links. It covers chat assistants with live web search, such as ChatGPT, and AI summaries inside search engines, such as Google AI Overviews. The page that wins is the one the answer is built from. Docket's AI visibility tracking measures how ChatGPT answers your buyers' questions.
AI Share of Voice
AI Search
AI share of voice is the portion of AI answers to a fixed set of buyer questions that name your brand, compared with the competitors named alongside you. It is the AI search equivalent of search visibility. Docket measures it in ChatGPT across up to 100 tracked questions per website, and reports it as a low-to-high range rather than a single, falsely precise number.
AI Visibility
AI Search
AI visibility is how often AI assistants such as ChatGPT name your business when buyers ask questions you should be the answer to. It happens inside the answer, so it rarely shows up in your analytics. Docket's AI visibility tracking measures it in ChatGPT: whether you were named, where, in what tone, and which competitors and sources appeared instead. Try the free AI visibility check.
AIO, or AI Overview optimisation, is structuring a page so a short answer can be lifted straight into an AI summary such as Google AI Overviews. It means question-style headings answered immediately, scannable lists, short sentences, a reading ease of 60 or more, and structured data the page can back up. Docket's content editor grades every draft on its AIO checks, part of 450+ checks in all.
Alt text is a short written description of an image, stored in the HTML, that screen readers read aloud and search engines use to understand the picture. Good alt text describes what the image shows, plainly. Every image Docket generates carries alt text, a title and a caption, and they travel with the image into your WordPress media library.
Anchor Text
SEO
Anchor text is the visible, clickable text of a link. It tells readers and search engines what the linked page is about, so a descriptive anchor such as “wedding venue guide” works better than “click here”. Over-optimised anchors, the same exact keyword repeated across many links, can look manipulative, so vary the wording naturally.
An answer engine is a tool that replies to a question with a written answer instead of a list of links. ChatGPT and Google's AI Overviews both work this way. The contest shifts from ranking a page to being one of the sources the answer is built from. Docket measures ChatGPT, asked with live web search, the way buyers see it.
Answer Gap
AI Search
An answer gap is a question where an AI answer names a competitor and does not name you. Docket lists answer gaps from its ChatGPT readings, and each one can become a content brief in one click, drawing on your brand rules, Vault, tracked questions and the sources ChatGPT cited instead of you.
An application password is a separate password WordPress generates for one app, so the app never needs your real login. It can be revoked on its own without touching anything else. Docket publishes through the WordPress REST API with an application password, and stores it encrypted with AES-256-GCM, out of the browser's reach.
Attribution
Measurement
Attribution is deciding how much credit each touchpoint, such as a blog post, an ad or an email, gets for a conversion. Models range from last click, which credits only the final touch, to data-driven models that spread credit across the journey. Content often looks weak under last-click attribution because it tends to start journeys rather than end them.
Average Position
Measurement
Average position is the mean ranking of your page in search results across all the searches where it appeared, as reported by Search Console. It is an average, so one page can sit at 3 for one query and 40 for another. Docket takes positions from Search Console and treats lower as better when showing change.
A backlink is a link from another website to yours. Search engines treat links from relevant, trusted sites as a vote of confidence, and backlinks remain one of the stronger ranking signals. Quality matters far more than quantity: one link from a respected local newspaper outweighs hundreds from low-quality directories. Earning them takes content worth citing.
Banned Claims
Content
Banned claims are statements a business must never make, such as guarantees, cure claims or unapproved superlatives, often for legal or regulatory reasons. Docket matches banned claims literally in every post and blocks publishing when one appears; its optional fact check also reads for claims that are implied rather than stated.
Banned Terms
Content
Banned terms are words or phrases a brand never uses, from clichés such as “hidden gem” to words that carry legal risk. Docket matches them on whole words, so “free” does not fire on “freedom”, across the title, meta, excerpt and body, and blocks publishing when one appears.
Bounce Rate
Measurement
Bounce rate is the share of sessions that were not engaged. In GA4 it is the inverse of engagement rate; in older Universal Analytics it meant single-page sessions. A high bounce rate is not always bad: a visitor who finds an answer and leaves has been served. Docket reads bounce rate per page from GA4 for the last 28 days.
Brand Mention
AI Search
A brand mention is any time your business is named, on a web page, in a review or in an AI answer, whether or not it links to you. Search and answer engines use mentions to understand how well known and trusted a brand is. Docket reads every ChatGPT answer to your tracked questions for whether you were named, where in the answer, and which other brands appeared.
Brand Safety
Content
Brand safety is keeping a brand away from content that could damage its reputation or break its rules, such as risky claims, missing disclaimers or promoting competitors. In Docket, brand safety checks every post for banned terms, banned claims, missing required disclaimers and competitor names in titles or links, and blocks the publish if any rule fails.
Brand Voice
Content
Brand voice is the consistent personality a business shows in its writing: the words it chooses, how formal it is, and how it speaks to its readers. It should be recognisable whatever the topic. Docket learns your voice from up to six sentences copied word for word from your own site, so drafts follow how you actually write, not a paraphrase of it.
Broken Link
Technical
A broken link points to a page that no longer exists, usually returning a 404 error. Broken links frustrate readers and waste crawling. Docket only allows internal links to pages you already have live, and removes any invented internal link before the draft is saved, rather than letting it ship as a 404.
A call to action, or CTA, is a prompt that asks the reader to take a next step, such as booking a table, requesting a quote or reading a related guide. Clear CTAs turn readers into leads. Every Docket article ends with a call to action, which becomes a WordPress button when the post is published.
A canonical URL is the address you tell search engines is the main version of a page, when the same content can be reached at several addresses. It is set with a rel=canonical link in the page head. It stops duplicates from splitting a page's signals, and it is a strong hint that search engines usually, but not always, follow.
A citation, in AI search, is a source an AI answer links to or credits as the basis for what it says. Being cited sends readers to your page and shows the answer engine trusts it on that question. Docket records the sources ChatGPT cites for each of your tracked questions, so you can see which pages AI trusts in your category.
Click-through rate, or CTR, is the share of people who saw a result and clicked it: clicks divided by impressions. In search it depends on position, the title and description, and what else is on the page. Docket reads CTR from Search Console and flags pages clicked far below what their position should earn, often fixed with a better title.
A CMS, or content management system, is software for creating, editing and publishing website content without writing code; WordPress, Drupal and Webflow are examples. It stores content, manages users and renders pages. Docket connects to WordPress, publishing posts through its REST API with an application password.
Content Audit
Content
A content audit is a structured review of a site's existing pages to decide which to keep, improve, merge or remove, based on traffic, rankings and quality. Docket audits any page Search Console reports, including pages it did not write, for classic search, AI answers and AI Overviews, and re-reads pages with 50 or more impressions every 30 days.
Content Automation
Content
Content automation is using software to handle the repeatable parts of content production, such as topic research, drafting, formatting, images, scheduling and reporting. The aim is steadier output without losing quality or brand control. Docket automates planning, drafting and checking for WordPress sites, and every post still passes its brand safety checks before it goes live, scheduled or not.
Content Brief
Content
A content brief is the set of instructions for a single piece: topic, target query, audience, angle, questions to answer, sources and length. A good brief is what separates a useful article from a generic one. Docket can turn an answer gap or content gap into a brief in one click, drawing on your brand rules, tracked questions, Search Console language and the sources ChatGPT cited instead.
Content Calendar
Content
A content calendar is a schedule of what content will be published, where and when, across a blog, social channels and email. It keeps output steady, ties work to seasons and launches, and shows gaps early. Docket fills a three-month calendar when you set up a website, drawing on 122 dated occasions filtered by region and industry.
Content cannibalisation is when two pages on your own site compete for the same query, so the signal splits and neither ranks as well as one would. The usual fix is to improve or merge the existing page rather than publish a second one. Docket heavily penalises any topic that would cannibalise a page you already have.
A content cluster is a group of pages on related subtopics, linked to one another and to a central pillar page. Clusters show search engines the depth of your coverage and help readers move between related questions. Docket supports clustering by asking for at least six internal links in every article, pointing only to pages you already have live.
Content Decay
Content
Content decay is a page losing search traffic over time without anything on it changing. It usually looks like one of two things: slipping down for queries it used to hold, or holding position while earning fewer clicks, which points at the title and description. Docket's Insights screen flags pages that are slipping.
Content Gap
Content
A content gap is a question or topic your buyers care about that your site does not yet answer well, often one a competitor covers. Gaps show up as search queries you barely rank for and as AI answers that name others. Docket surfaces gaps from AI visibility, analytics and insights, and any gap can become a content brief.
Content Governance
Content
Content governance is the set of rules, roles and checks that decide what can be published under a brand's name and how. It covers brand standards, legal requirements and accuracy. Docket's governance settings hold banned terms, banned claims, required disclaimers and an optional fact check, and every post is checked against them before it can be published.
Content Marketing
Content
Content marketing is attracting and keeping customers by publishing useful material, such as articles, guides and videos, rather than advertising at them. It works when the content answers real questions buyers ask, consistently, over time. Docket runs the written side for WordPress sites: it plans a ranked weekly queue of topics, drafts full articles with images, checks them and measures the results.
Content Refresh
Content
A content refresh is updating an existing page to restore or improve its performance: new facts, better answers to the queries it now appears for, fresher examples and tighter titles. It is often faster than writing a new page. Docket's Refresh rewrites a live Docket article to target the queries it is underperforming on, and saves a version first so nothing is lost.
Conversion
Measurement
A conversion is a visitor completing a valuable action, such as a booking, an enquiry, a sign-up or a purchase. In GA4 these are recorded as key events. Tracking conversions shows which pages bring in business, not just visits. Content often assists conversions earlier in the journey rather than closing them.
Core Web Vitals
Technical
Core Web Vitals are Google's three measures of real-world page experience: Largest Contentful Paint for loading speed, Interaction to Next Paint for responsiveness, and Cumulative Layout Shift for visual stability. They are measured from real visits in Chrome. They form part of Google's page experience signals, and they matter as much for keeping visitors as for rankings.
Crawl Budget
Technical
Crawl budget is the number of pages a search engine is willing and able to crawl on a site in a given time. Most small and mid-sized sites never reach the limit. It matters for large sites, where duplicate URLs, endless filters and slow servers can waste crawling on pages that do not matter, leaving important ones unvisited.
Domain authority is a third-party score, from SEO tool vendors, that estimates how likely a website is to rank, mostly from the number and quality of links pointing to it. It is not a Google metric, and scores differ between vendors. Compare sites using the same tool, and treat changes as directional rather than as a verdict on your site.
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. It comes from Google's guidelines for its search quality raters and describes what makes a page worth trusting: first-hand knowledge, a clear author, cited sources and a publisher with a track record. It is a framework, not a score. Docket's checks and review both look for E-E-A-T signals.
Editorial Calendar
Content
An editorial calendar is the plan for a publication's articles: which topics run when, who writes them and what stage each has reached. It is narrower than a content calendar, focused on the writing pipeline itself. Docket keeps a ranked weekly queue with unlimited scored topic ideas across six search intents, with seasonal pieces timed from their lead dates; you pick which to write.
Engagement Rate
Measurement
Engagement rate is GA4's share of sessions that were engaged: lasting longer than ten seconds, viewing two or more pages, or including a key event. It replaced bounce rate as GA4's headline measure of attention. Docket reads engagement rate from GA4 for the whole site, and engagement time for each page.
Entity
AI Search
An entity is a specific, nameable thing: a business, a person, a place, a product or an event. Search and answer engines map pages to entities to work out what they are about. Naming entities outright, instead of writing it or they, makes a passage easier to quote. Docket's GEO checks ask for six or more named entities.
Evergreen Content
Content
Evergreen content is content that stays relevant for a long time, such as a guide to a city's neighbourhoods or an explanation of how something works, rather than news that dates quickly. It keeps earning traffic long after it is published, though it still needs an occasional refresh to stay accurate.
An external link points from your page to a page on another website. Linking to authoritative sources for figures and claims helps readers check them and signals care to search engines and AI systems. Docket's drafts include at least three authoritative external links across three or more domains, and brand safety blocks any link to a listed competitor's site.
Fact Check
Content
A fact check is verifying that the claims in a piece of content are true before it is published. Docket's optional fact check tests an article's claims against your business's own profile, marking each as supported, unsupported or contradicted. A contradiction flags the article, and you can make the check mandatory before anything is published.
FAQ schema is structured data, using the schema.org FAQPage type, that marks up the questions and answers on a page so machines can read them as pairs. Google shows FAQ rich results only for a small set of authoritative sites, but the markup still describes the page clearly. Docket adds FAQPage markup only when three or more FAQs are visible on the page.
Featured Image
Publishing
A featured image is the main image attached to a post, shown at the top of the article, on blog listings and in social shares. Docket generates a hero image for every article and uploads it to your WordPress media library as the featured image, with alt text, a title and a caption, reusing it on later publishes rather than uploading it again.
A featured snippet is a short excerpt from one page that Google shows at the top of some results, answering the query directly. It is usually a paragraph, a list or a table lifted from a page that answers the question clearly and early. Docket's AIO checks ask for question-style headings answered immediately and scannable lists, the patterns snippets draw on.
Flesch Reading Ease
Content
Flesch reading ease is a 1948 formula that scores text from 0 to 100 using sentence length and syllables per word; higher means easier to read. Docket's AIO checks ask for 60 or more. Docket shows the score as a band in the editor and treats it as a readability guide rather than a ranking factor.
A focus keyphrase is the main search phrase a page is written to rank for. SEO plugins such as Yoast SEO and Rank Math use it to grade the page. Docket's SEO checks look for it in the headline, the first 100 words and a heading, and Docket writes it into the plugin's focus keyphrase field on publish when the site exposes it.
GA4, or Google Analytics 4, is Google's analytics platform, which records what visitors do on a site as events: sessions, page views, engagement and conversions. It shows what happens after the click, where Search Console shows what happens before it. Docket connects with read-only access and reads sessions, users, engagement rate and sessions by landing page.
Generative AI
AI Search
Generative AI is AI that creates new content, such as text, images or code, from a prompt, rather than only classifying or predicting. In content marketing it drafts articles, writes meta descriptions and produces images, and its output needs checking for accuracy and brand fit. Docket uses it to draft full articles with images, then grades each draft against 450+ fixed checks.
GEO, or generative engine optimisation, is writing so AI answer engines such as ChatGPT can find, trust and quote your page. In practice: a direct answer in the opening, sections that stand alone, named entities instead of pronouns, and checkable figures with their sources. It builds on SEO rather than replacing it. Docket's content editor grades every draft on its GEO checks, and AI visibility tracking shows whether ChatGPT names you.
Google AI Overviews are the AI-written summaries Google shows above some search results, built from passages on the pages they cite. Pages that answer a question plainly and early are easier to summarise. Docket prepares every draft for this with its AIO checks: question-style headings answered immediately, scannable lists and short sentences.
A Google Business Profile is the free listing that shows a business's name, address, hours, photos and reviews in Google Maps and local search results. It is often the first thing a local searcher sees, and one of the strongest local ranking signals. Keep it complete, accurate and consistent with the details on your website.
Grounding is an AI model looking information up at the moment of asking, instead of answering from its training data alone. A grounded answer is built from pages retrieved live and can cite them. Docket asks ChatGPT with live web search switched on, and when search fails it labels the answer as ungrounded rather than mixing the two.
Hallucination
AI Search
A hallucination is an AI model stating something false as fact, such as an amenity you do not offer or an award you never won. Docket's ChatGPT readings separate hallucinations from factual inaccuracies, meaning real details that are wrong or out of date, because the fixes differ. Each issue is logged with a severity.
Heading hierarchy is the nested order of headings on a page, from one H1 title down through H2 sections and H3 subsections, without skipping levels. It helps readers scan and helps search engines and AI systems see how the content is organised. Docket's drafts use at least five H2s and two H3s, never deeper than H4, and a one-click Fix repairs heading order.
Headless CMS
Publishing
A headless CMS stores and manages content but leaves displaying it to a separate front end, delivering the content through an API. It gives developers freedom to build fast, custom sites and to reuse content across channels. The trade-off is that editors lose some of the built-in previews and plugins of a traditional CMS such as WordPress.
Hreflang
Technical
Hreflang is an HTML attribute that tells search engines which language or regional version of a page to show to which users, such as en-gb for the UK and en-us for the US. Each version lists all the others, including itself. Mistakes are common, and a broken setup can show visitors the wrong country's page.
Impressions
Measurement
An impression is one appearance of your page in a search result that a user saw, or could have seen. Search Console counts impressions per query and per page, showing demand and reach before any click. Docket uses your Search Console impressions as its measure of demand when scoring topics.
Indexing
Technical
Indexing is a search engine storing a page it has crawled so the page can appear in results. A page can be crawled and still not indexed if it is thin, duplicated, marked noindex or judged low value. Search Console's page indexing report shows which of your pages Google has indexed and why others were left out.
An internal link points from one page on your site to another. Internal links help readers and crawlers find related pages and show which pages matter most. Docket asks for at least six per article, reaching four or more different pages, and deletes any link to a page that does not exist before you ever see the draft.
JSON-LD is the most common format for adding structured data to a page: a block of JSON in a script tag that describes the page using the schema.org vocabulary. It sits apart from the visible HTML, so it is easy to add and check. Docket appends JSON-LD to every post it publishes to WordPress and reads it back to confirm it survived.
Keyword density is how often a keyword appears in a text, as a percentage of all its words. Repeating a keyword too often reads badly and can look like manipulation; using it too rarely can leave the topic unclear. Docket's SEO checks look for a density between 0.4% and 2.5%, a sensible range rather than a ranking rule.
Keyword difficulty is a score from third-party SEO tools estimating how hard it would be to rank on the first page for a keyword, usually based on the links pointing at the pages already ranking. Each tool calculates it differently and none is a Google metric. Treat it as a rough guide, weighed against your own site's strength on the topic.
Keyword Gap
SEO
A keyword gap is a search query your site could rank for but does not yet rank well for, often one where competitors do. Closing it usually means a new page or a stronger section on an existing one. Docket's Insights screen lists keyword gaps from Search Console: queries where you appear beyond position 8 but within 30, with 20 or more impressions.
Keyword research is finding the words and questions people use to search for what you offer, and judging which are worth targeting by demand, intent and competition. It shapes what you write and how you title it. Docket plans topics from your own evidence: Search Console queries, striking-distance pages and ChatGPT answers that name competitors instead of you.
Knowledge Graph
AI Search
A knowledge graph is a database of entities, such as businesses, places and people, and the relationships between them. Google's Knowledge Graph feeds the information panels beside search results, and AI systems rely on similar maps of facts. Consistent names, addresses and descriptions across your site, profiles and structured data help engines connect the right facts to your business.
Landing Page
Measurement
A landing page is the first page a visitor arrives on from a search result, an ad or a link. In analytics every session has one, and landing pages from organic search show which content brings people in. Docket reads GA4 sessions by landing page, alongside Search Console clicks, to show how each page performs.
Lead Time
Content
Lead time is how far ahead a piece must be started to be live and indexed before the date it is about. A Christmas guide written in December is a Christmas guide nobody finds. Docket gives every seasonal topic three dates, from its almanac of 122 occasions: when writing starts, when the piece should be live, and the day itself.
A large language model, or LLM, is an AI model trained on vast amounts of text to understand and generate language. LLMs power chat assistants such as ChatGPT and the AI summaries in search. On their own they answer from training data, which can be out of date; with live search they can also draw on current pages, which is where your content comes in.
llms.txt
AI Search
llms.txt is a proposed plain-text file at the root of a website that points AI tools to its most useful pages, written in Markdown. It is a proposal rather than an agreed standard, and support among AI tools varies. It complements robots.txt and your XML sitemap rather than replacing them; clear, crawlable pages remain the foundation of AI visibility.
Local SEO
SEO
Local SEO is improving a business's visibility in searches with local intent, such as “spa near me” or “restaurants in York”, across map results, local packs and ordinary listings. It rests on a complete Google Business Profile, consistent contact details, reviews and location pages. Docket plans local-intent topics every week, and multi-location brands can run each location as its own website.
A long-tail keyword is a longer, more specific search phrase, such as “dog-friendly hotel with parking in Bath”, that fewer people search for but that signals clear intent. Each one is small; together they make up most searches. Long-tail queries are often easier to win and closer to a decision, and they match the conversational way people ask AI assistants.
Mention Rate
AI Search
Mention rate is the percentage of AI answers, across a set of tracked questions, that name your brand at all. It is the simplest AI visibility measure: it counts presence, not position or tone. Docket reports mention rate alongside prominence, meaning where in the answer you appear, and sentiment, because being named last with a caveat is not the same as being recommended first.
A meta description is the short page summary set in the HTML head, which search engines often show under the title in results. It shapes whether people click more than where the page ranks. Docket's SEO checks want 120 to 156 characters, and it writes the field into Yoast SEO, Rank Math or SEOPress when the plugin exposes it over REST.
A meta title is the page title shown in search results and browser tabs, set by the HTML title tag or an SEO plugin. It can differ from the headline on the page itself. Docket's SEO checks want 30 to 60 characters, and one of its AIO checks makes sure the title matches the intent of the page.
NAP consistency means your business's name, address and phone number appear identically everywhere they are listed: your website, your Google Business Profile, directories and social profiles. Mismatches confuse search engines and AI assistants about which details are correct. For multi-location businesses, each location needs its own consistent set, matched to its own page.
Noindex
Technical
Noindex is an instruction, set in a robots meta tag or an HTTP header, telling search engines not to show a page in their results. The page must still be crawlable for the instruction to be seen, so blocking it in robots.txt as well defeats the purpose. It suits thank-you pages, internal search results and thin archive pages.
Open Graph tags are meta tags that control how a page looks when it is shared on social media and in messaging apps: its title, description and image. Without them, platforms guess, often badly. Docket writes social card titles and descriptions for every article and fills the matching fields in Yoast SEO, Rank Math or SEOPress where the site exposes them.
Organic Traffic
Measurement
Organic traffic is visitors who arrive from unpaid search results, rather than from ads, social media or email. It is the main return on SEO and content marketing, and it compounds as pages build authority. Docket measures it from both sides: clicks from Search Console and sessions from GA4.
Page Experience
Technical
Page experience is the set of signals describing how pleasant a page is to use beyond its content: Core Web Vitals, mobile friendliness, secure HTTPS and the absence of intrusive pop-ups. Google treats it as a supporting factor. Strong content still beats a fast page with little to say, but a poor experience loses visitors quickly.
Passage Ranking
AI Search
Passage ranking is a search engine's ability to rank a single section of a page for a query, not just the page as a whole. A long page can therefore win a narrow question if one passage answers it clearly. AI answers work the same way, lifting passages rather than pages. Docket's AIO checks ask every section to stand on its own, so any one of them can be quoted.
People Also Ask is the expandable box of related questions Google shows on many results pages, each opening to a short answer from a web page. It shows what else searchers want to know about a topic. Every Docket draft carries 10 to 14 FAQs, each answered in 40 to 110 words, a format that suits these questions.
Pillar Page
SEO
A pillar page is a broad, in-depth page covering a core topic, linking out to more detailed pages on each subtopic, which link back to it. It gives readers and search engines a clear map of what you know about a subject. A hotel might have a pillar page on weddings, linked to pages on venues, menus and accommodation.
Prompt
AI Search
A prompt is the instruction or question a person types into an AI assistant. In AI visibility work, the prompts that matter are the ones buyers ask, such as “which hotel near the station has parking?”. Docket turns likely buyer prompts into tracked questions, generated from your website and your real Search Console queries, and asks them of ChatGPT the same way each time.
Query fan-out is when an AI search system splits one question into several related sub-queries, searches each, and combines the results into a single answer. A question about the best family hotel in a city may fan out into queries on location, facilities and price. Pages that answer several of those sub-questions clearly, under their own headings, have more chances to be used.
A quick win, in SEO, is a page where a small change is likely to bring a clear gain, such as a page that ranks well but earns few clicks. Rewriting its title and meta description is often enough. Docket's Insights screen flags Quick Wins: pages clicked far below what their position should earn.
Rank Math
Publishing
Rank Math is a WordPress SEO plugin that manages titles, descriptions, focus keywords, social cards, sitemaps and schema, with a score for each post. Docket writes Rank Math's title, description, focus keyword and social fields when the site exposes them over REST, and reports any field the site refused instead of claiming success.
Readability
Content
Readability is how easy a text is to read and understand, shaped by sentence length, word choice, paragraph length and structure. Readable pages keep visitors and are easier for AI systems to quote. Docket's editor shows a readability panel with reading ease, long sentences, long paragraphs and an estimate of passive voice, as guides rather than ranking factors.
Required Disclaimer
Content
A required disclaimer is a statement that must appear on content by law, regulation or company policy, such as risk warnings in financial services or medical caveats in healthcare. Docket lets you set disclaimers that must appear word for word, and blocks publishing any post that is missing one.
Retrieval-augmented generation, or RAG, is a technique where an AI system first retrieves relevant documents and then writes its answer from them, instead of relying on memory alone. It makes answers more current and lets them cite sources. For marketers, it means your pages can be pulled into an answer at the moment a buyer asks, if they are easy to find and quote.
A rich result is a search listing enhanced with extra detail, such as FAQs, event dates, images, breadcrumbs or star ratings, usually drawn from structured data on the page. Rich results take more space and can earn more clicks, but search engines decide when to show them. Docket adds only structured data an article can back up, and never marks up ratings, prices or reviews.
Robots.txt
Technical
Robots.txt is a plain text file at the root of a website that tells crawlers which paths they may fetch. Well-behaved crawlers, AI crawlers included, obey it, so one careless line can hide a site from AI search. Docket reads your robots.txt the way a crawler would and checks it against eight live AI and search crawlers.
Schema markup is structured data that labels what a page contains, such as an article, an FAQ, an event or a business, using the shared schema.org vocabulary. Search engines use it to understand pages and show rich results. Docket adds only the types an article can support, BlogPosting always, and never marks up ratings, prices or reviews.
Google Search Console is Google's free tool that shows how a site performs in Google Search: the queries it appears for, clicks, impressions, click-through rate and average position. It is the most direct record of demand for your own site. Docket reads it with read-only access to score topics, find striking distance and audit pages.
Search intent is what a person searching is actually trying to do: learn something, compare options, buy, find a specific business, or find something nearby. Docket plans topics across six intents, informational, commercial, transactional, navigational, calendar and local, three of each a week, so no type of buyer goes missing from the plan.
Search volume is an estimate of how many times a keyword is searched in a given period, usually per month, reported by keyword research tools. The figures are modelled and often rounded, so treat them as relative, not exact. Docket scores demand from your own Search Console impressions instead, which record how often your site actually appeared for a query.
Seasonal Content
Content
Seasonal content is content tied to a date or time of year, such as Christmas party packages, half-term activities or wedding season guides. It must be live and indexed before demand peaks. Docket's calendar holds 122 dated occasions and gives each seasonal topic three dates: when writing starts, when the piece should be live, and the day itself.
Sentiment is the attitude a piece of text shows towards a subject: positive, neutral or negative. In AI visibility it describes how an answer talks about your brand when it names you. Docket labels every ChatGPT answer's sentiment towards you as positive, neutral, negative or absent, and backs any endorsement with a verbatim quote checked against the answer.
SEO, or search engine optimisation, is the work of making pages easy for search engines such as Google to find, understand and rank, and for people to click. It spans content, structure, links and technical health. Docket covers the content side, grading every draft on its SEO checks and measuring published pages in Search Console.
SEO Plugin
Publishing
An SEO plugin is a WordPress add-on that manages a site's search settings: meta titles and descriptions, focus keyphrases, social cards, sitemaps and schema. Yoast SEO, Rank Math and SEOPress are the best known. Docket detects which one your site runs on every publish, writes its fields where the site exposes them over REST, and reads them back to confirm.
A SERP, or search engine results page, is the page a search engine shows in response to a query. Today it holds far more than ten blue links: ads, AI Overviews, featured snippets, map packs, image carousels and People Also Ask boxes. The space left for ordinary results varies by query, which is why ranking position alone no longer predicts clicks.
SERP features are any results on a search page beyond the standard title, link and description, such as featured snippets, People Also Ask boxes, local packs, image and video carousels, and AI Overviews. They can put your content in front of searchers or push ordinary results out of sight. Structured data and clear, question-led headings improve a page's eligibility for several of them.
Share of Voice
AI Search
Share of voice is your share of the conversation in a category compared with competitors, whether measured in ad impressions, search visibility or AI answers. It should come with a range when answers vary, because the same question asked twice can get a different answer. Docket's AI visibility tracking reports it for ChatGPT as a low-to-high range, not a single number.
Striking distance describes a query where your page already ranks roughly 4th to 20th. The page exists and half works, so improving it is editing, not writing from scratch. Docket feeds striking-distance queries from Search Console into topic planning, and its Insights screen lists them as Within reach when they have 50 or more impressions.
Structured Data
Technical
Structured data is information added to a page in a standard, machine-readable format that states what the page contains, such as an article's headline, an event's date or a business's address. Search engines use it to understand pages and to power rich results. It is usually written as JSON-LD using the schema.org vocabulary.
Style Guide
Content
A style guide is a written set of rules for how a brand writes: spelling, grammar, formatting, preferred and banned terms, and how to refer to products and places. It keeps many writers consistent. Docket's brand profile holds the same essentials, including vocabulary, preferred and prohibited terms and call-to-action style, and applies them to every draft.
Tone of Voice
Content
Tone of voice is how a brand's voice adapts to context: warmer in a welcome email, more precise on a policy page, lighter on social media. The voice stays the same while the tone shifts. Docket starts each website from an industry preset tone and lets you write your own tone rules, which go to the writer with every draft.
Topical authority is the trust a site earns on a subject by covering it thoroughly and well, across many connected pages, rather than with one isolated article. Search engines and AI assistants favour sources that consistently answer questions in a field. It is built with content clusters, internal links and depth over time, not with any single tactic.
A tracked question is a prompt Docket asks ChatGPT regularly to measure your AI visibility, phrased the way a buyer would ask it. Docket generates 20 by default from your website and real Search Console queries, and you can add your own, up to 100 per website. The same questions are asked each time, so results compare.
URL Slug
SEO
A URL slug is the readable part of a web address that identifies a page, such as /wedding-venues-bath. Short, descriptive slugs that include the main keyword are easier to read, share and understand. Docket writes a slug for every article and sends it to WordPress as the post slug.
Word Count
Content
Word count is the number of words in a piece of content. There is no ideal length for ranking; the right length is whatever fully answers the question. Docket's articles have a floor of 1,500 words, and a topic's own estimate can raise it, leaving room for direct answers, full sections and FAQs.
WordPress
Publishing
WordPress is an open-source content management system that powers a large share of the web, from small blogs to enterprise sites. Its REST API lets other software create and update posts. Docket publishes articles to WordPress with every field filled: title, body, excerpt, slug, featured image, categories, tags and SEO plugin fields, tested end to end against a real WordPress install.
XML Sitemap
Technical
An XML sitemap is a file listing the URLs on a website you want search engines to find, often with the date each page last changed. It helps crawlers discover new and updated pages, especially on large or poorly linked sites. WordPress creates one automatically, and SEO plugins such as Yoast SEO and Rank Math can manage it for you.
Yoast SEO
Publishing
Yoast SEO is a widely used WordPress plugin for managing meta titles, meta descriptions, focus keyphrases, social cards, sitemaps and schema, with a traffic-light grade for each post. Out of the box it lets other software set the SEO title, meta description and focus keyphrase, and Docket writes all three; social and category fields follow when the site exposes them.
A zero-click search is a search that ends on the results page without the searcher clicking any result, because the answer was shown there: in a featured snippet, a knowledge panel or an AI Overview. It means impressions can rise while clicks do not. Being the source of that answer still builds awareness, which is why AI visibility is worth measuring alongside traffic.
Glossary Questions
Questions People Ask About These Terms.
The definitions tell you what the words mean. These answer what people ask next, and what Docket does about it.
What is the difference between SEO, GEO and AIO?
SEO gets a page found, ranked and clicked in search results; GEO gets it quoted by AI answer engines such as ChatGPT; AIO gets a short answer lifted into an AI summary. They overlap more than they compete. Docket grades every draft on all three, plus format, in one checklist of fixed rules.
Does GEO replace SEO?
No, GEO builds on SEO rather than replacing it. Answer engines with live web search still retrieve pages, so a page that search cannot find is a page an assistant cannot quote. GEO adds a layer on top: direct answers, self-contained sections, named entities and sourced figures that are easy to lift.
What is the difference between GEO and AEO?
GEO and AEO describe almost the same work: making content easy for AI answer engines to find, trust and quote. GEO, generative engine optimisation, is the term most used for AI assistants such as ChatGPT; AEO, answer engine optimisation, is older and is also used for featured snippets and voice answers. Docket grades every draft for both through its GEO and AIO checks.
Does Docket measure Google AI Overviews?
Docket measures ChatGPT, asked with live web search on, so every reading reflects the answer a buyer sees. Tracking Google AI Overviews is not part of Docket today. Its AIO checks still prepare every page to be summarised well, wherever an AI summary appears.
Should I let AI crawlers read my site?
If you want AI assistants to recommend you, they need to be able to read your pages, and robots.txt decides which crawlers may. Blocking them keeps your content out of the answers they build, so the choice is a business decision worth making on purpose. Docket reads your site the way AI crawlers do and checks your robots.txt against eight live AI and search crawlers.
Is llms.txt worth adding to my site?
llms.txt is quick to add, but it is a proposal rather than an agreed standard, and AI tools vary in whether they read it. It will not make up for pages crawlers cannot read or content that does not answer questions directly. Treat it as a complement to robots.txt, your XML sitemap and clear, crawlable pages.
Does Docket add schema markup to WordPress posts?
Yes, Docket appends JSON-LD to every WordPress post it publishes. BlogPosting, or NewsArticle for news, is always included; FAQPage, HowTo, ItemList, Event and place types are added only when the article supports them. It never marks up ratings, prices or reviews, and it reads the schema back to confirm it survived.
More in the full Docket FAQ.
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