Glossary
A list of core AI search terms and definitions.
1. Authority Signals
Authority signals are the digital proof points that generative AI search engines use to decide whether a brand or source is trustworthy enough to cite.
These signals go beyond traditional backlinks. They include citations in reputable content, consistent online profiles, expert mentions in the media, structured data, and even user engagement patterns. Together, they form the foundation of brand authority in AI-driven search.
Authority signals are critical because AI systems prefer risk-free answers. They will only surface information from sources that demonstrate authority across multiple contexts.
2. GEO Citations
A GEO citation is a credible mention of a brand, product, or person in an authoritative online context, recognised by generative search engines as a marker of trust.
Unlike backlinks, GEO citations don’t have to include a hyperlink. A named reference in a respected article, report, directory, or podcast can be enough for AI to treat a brand as an authority. GEO stands for Generative Engine Optimisation — the practice of earning visibility in AI-driven search.
Read our article on GEO Citations.
3. Generative Engine Optimisation (GEO)
Generative Engine Optimisation (GEO) is the process of optimising for AI-powered search engines such as Google’s AI Overviews, Microsoft Copilot, and Perplexity.
Where traditional SEO focuses on ranking pages, GEO focuses on building trust signals — citations, authority, and expertise recognition — so that a brand is included in AI-generated answers. GEO is an emerging discipline that sits at the intersection of SEO, digital PR, and brand authority.
4. AI Search
AI search refers to search platforms that use generative artificial intelligence to synthesise answers instead of simply listing results. Examples include Google’s AI Overviews, Bing Copilot Search, and standalone engines like Perplexity.
Unlike traditional search, AI search highlights authoritative voices. It rewards brands with strong authority signals and GEO citations, making them more likely to appear in generated responses.
5. Brand Authority
Brand authority is the degree to which a business is recognised as a credible, trusted expert in its industry.
In the context of AI search, brand authority is built through consistent citations, expert mentions, professional profiles, and proof of expertise. The stronger the authority, the more likely a brand is to be surfaced by AI systems.
6. Trust Signals
Trust signals are online indicators that reassure both humans and algorithms of a brand’s credibility.
Examples include positive reviews, verified profiles, expert mentions, structured data, and consistent citations. In AI search, trust signals are vital: they reduce the “risk” of including a brand in a generated answer.
7. Expert Positioning
Expert positioning is the process of making an individual or brand visible as a recognised authority in a specific niche.
In AI search, this involves publishing thought leadership, securing media mentions, speaking on podcasts, and ensuring executive profiles are complete and consistent. Well-positioned experts are more likely to be cited by generative engines.
8. Digital Proof
Digital proof refers to the verifiable evidence online that confirms a brand’s authority and expertise.
This includes case studies, client testimonials, research reports, citations, schema markup, and professional profiles. Generative AI relies on digital proof to separate trustworthy sources from noise.
9. Mentions vs Citations
A mention is any reference to a brand online, while a citation is a mention in a credible, authoritative context.
For example, a casual name-drop on social media may count as a mention, but an appearance in a respected industry journal or directory would qualify as a citation. Generative AI values citations far more than generic mentions.
10. E-E-A-T
E-E-A-T is a quality framework used by Google to evaluate content credibility. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
Although designed for traditional search, E-E-A-T principles map closely to the signals valued in AI search. Building citations, demonstrating expertise, and earning trust are essential to succeed in both SEO and GEO.