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
Entity SEO
Optimising to be recognised as a specific, real thing rather than for particular keywords. In practice it means consistent naming, structured data, and being mentioned in enough other places to be corroborated.
Function Calling
When a model, instead of answering from memory, asks to run a specific tool — look up a price, check stock — and uses the result. It is what turns a chat assistant into something that can act.
Well-Known URI
A standard location, always under /.well-known/, where machines look for information about a site — security contacts, API catalogues, agent details. Putting files there means they can be found without being linked.
Prompt Injection
An attack where hidden instructions in a web page or document trick an AI into ignoring its real orders. The reason a careful assistant treats page content as information, never as commands.
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.
AI Agent
An AI that does things rather than only answering — browsing a site, filling a form, completing a booking. It is why websites are starting to be judged on whether a machine can use them, not only read them.