Glossary

Finally. Some people who get it.

We could talk about search engine algorithms, techy acronyms, and performance assessments all day. That’s because it’s our job.

But as search specialists, it’s also our job to ensure your whole team understands what makes a website great. We’ll immerse ourselves into your business so that by the time the campaign is complete, you’ll feel suitably familiar with core web vitals, answer engine optimisation, and vertical experiences.

Lost us at the last part? Read our SEO glossary and you’ll never have to smile and nod whenever someone throws in a jargon term again.

EEAT

E-E-A-T is a Google framework used to review the quality of your website’s content. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness – all crucial areas to evaluate for each search query.

Fun fact: while the concept had been around for some time, Google introduced the additional element of ‘Experience’ in May 2021 to reinforce the value of sharing firsthand experience on a topic.

Conversational search

Unlike traditional keyword searches, a conversational search system analyses intricate sentences before considering the context from a user’s previous interactions. The goal is to provide a more personalised search experience – a clever way of directly ‘speaking’ to them and addressing their needs.

Helpful content

Google’s Helpful Content ranking system is designed to recognise the content that provides visitors with a great, ‘reward-worthy’ experience. Content that falls short of meeting these (increasingly higher) expectations is likely to not perform as well. And that spans across a whole website. So, if you’ve recently published some great content but still have some old legacy articles lurking in the background – it’s time to update them.

Voice search

You know what would make people’s lives even easier? If they could speak to search and make new enquiries. Voice-enabled search is exactly that. This convenient new technology empowers users to find relevant information through speech – meaning they don’t even have to lift a finger.

Engagement

Online engagement is what converts new users into active customers, as well as nurturing their ongoing loyalty to your services. This manifests itself in multiple ways – from resharing a customer’s social media post about your product to swiftly responding to all new Google reviews. The key is to keep the (positive) conversations going and ensure your customers always feel heard.

Page loading speed

Page loading speed is pretty much what it says on the tin: a measure which determines how quickly your page content is displayed. Sounds simple, but it’s not to be underestimated. Ensuring a prompt page loading speed is essential for SEO – and there’s multiple elements that can influence the pace. There are several different ways of measuring speed, but that’s a conversation for another time.

Core web vitals

This term refers to a set of metrics created to evaluate the quality of a user experience in terms of web page loading speed, interactivity, and visual stability. Core web vitals include cumulative layout shift (CLS), first input delay (FID), and largest contentful paint (LCP). Feel free to leave the last part with the nerds (ahem, us).

SGE

SGE stands for ‘Search Generative Experience’. This feature provides users with the ability to browse web pages using generative AI-powered tools, helping them to skip to the key points quicker and find jump to relevant sections to learn more. The goal? To provide simplified answers to complex questions.

Zero-click searches

Zero-click searches refers to queries made on search engines that don’t redirect users to a third-party website. As it stands, around half of searches conclude without users clicking on an organic search result. So, if someone was to search ‘how many minutes for a soft-boiled egg?’ and Google showed the answer at the top of the results page – the user wouldn’t need to keep scrolling or click on any organic search result at all. Cracked it.

AEO

Speaking of which, AEO (Answer Engine Optimisation) involves optimising content to provide instant, zero-click responses to user queries. This works with generative AI-powered chatbots (like your good friends at Bard or ChatGPT), the SERPS, and voice search products – take Alexa and Siri, for example.

LOCAL SEO & GBL

If your business has one or more stores, cafes or restaurants, or if your customers are all within a certain area, focusing on local SEO can help you to reach potential customers who live in your area. When a user types in a service using a location-based keyword, Google shows them a map with three of the top listings before any organic search results. A sure-fire way to earn your search cred.

Events (within analytics)

Events are essential for tracking the interactions users have when they visit your website – like the time spent on a single page, link clicks, and the overall journey to purchasing your product or service. Google Analytics is a great way of generating this data into digestible reports so that you can a) learn more about your customer behaviours and b) refine your website accordingly. It’s a no-brainer.

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Real impact, real results

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TOG24

The expansion of TOG24 stores required a comprehensive local SEO strategy to encourage new visitors. Using a three step approach, we delivered impactful business growth – both in and outside for the SERPS.

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Wain Homes

As a leading UK housebuilder, Wain Homes chose Hot House Digital to ensure a seamless website migration – as well as drive new traffic and conversions. Discover our full CRO strategy.

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A major global insurance provider required a solid SEO and CRO strategy to boost its sales. Thanks to our in-house expertise, we were able to build new conversion and ensure a significant increase in website traffic.

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Let's grow your business together

Whether it's SEO, AI search, digital PR, content, analytics or CRO, getting you found and turning visitors into customers is what makes us click. Tell us a little about your goals and we'll show you how we can help your business grow beyond the search bar.

I’m James. Hello.

My background in marketing and PR started right after I graduated from Lancaster University. After working as a consultant at a national accountancy firm, I soon found where my passion was: SEO.

This passion was tested to its limits once Google rolled out its first algorithm update on poor-quality links. This was a big one. So big, in fact, that it meant the entire accountancy website was taken out of Google.

The agency that managed the SEO of the website was sacked, and it was up to me to remove the penalty that was losing the business tens of thousands of pounds per week. No pressure.

Over six months of intensive work, I got the penalty removed. The website was back owning the SERPS, and I was ready for the next challenge.

That’s when I became an SEO specialist at iProspect for some of the UK and Europe’s biggest brands. As well as working on additional Google Penalties and on all areas of SEO, my venture into digital PR meant securing one client a three-page spread in The Sun.

Three years on, I was SEO Lead for Thomas Cook and Pets At Home, growing their annual organic search revenue to over a quarter of £1 billion for the former.

I met Patrick and it was love at first sight on the train into work. We talked about developing an offer that could really work with clients to grow their businesses. Countless late nights, long weekends and much coffee drinking later, we had a plan. We launched Hot House Digital. The rest is history.

Hi, I’m Patrick.

It was a pretty winding road that led me to launching Hot House Digital. And that started with telesales. Not a job for everybody.

After completing my Master’s in creative writing, I took an internship at a surveyor company.

They set up a directory for surveyors and my job was to write punchy web copy. I basically smashed out article after article on industry topics to help them rank higher on Google.

Despite not knowing it at the time, I was doing hardcore SEO. And I absolutely loved it.

Fast forward a few years (which included a year of teaching English in South Korea), and I became an SEO Manager at iProspect in Manchester. It was here that I got to know James, Hot House Digital Co-Founder.

We both wanted something ‘more’. Sure, the work was enjoyable – and we were great at it. But we missed being close to the clients – you guys.

Eventually, the opportunity to do some work for a specialist food marketing agency arose. Our second client soon followed, and after months of working evenings and weekends, we were ready to launch full time.

Good things come to those who wait. And apparently, also to those who work in telesales.

Fair play, but just in case you’re on the fence, here’s how our services can drive big successes for your brand.

SEO

If you’re not getting the results you want, it’s because your customers can’t find you. Rank high in the SERPS and get ahead of the competition with our 360 approach to search optimisation.

Content

Gaining consumer trust calls for authentic content that offers true value to audiences. We’ll dive into trending topics and keywords to ensure every page makes people want to stick around.

Digital PR

One of the biggest drivers of organic search visibility is links, and we know how to build them. Showcase your expertise on the very best online publications with our strategic PR campaigns.