Glossary
SEO terms and concepts explained in plain English — backed by patents and research.
3 articles
What Is Schema Markup? The Complete Guide to Structured Data for SEO
Schema markup is the closest thing SEO has to a cheat code — but almost no small business or ecommerce store uses it correctly. Here's what it actually is, why Google loves it, and exactly which types you need depending on what kind of website you run.
The Reverse Silo: The Internal Linking Strategy That Actually Moves Rankings
Most SEOs spend months building backlinks while ignoring the one thing sitting right in front of them. The reverse silo is the internal linking architecture — derived directly from Google patent US8117209B1 — that concentrates link equity exactly where you need it most.
What Is Information Gain Score (IGS)? The Google Patent That Changes SEO
Most SEO tools tell you to write longer, better content. IGS (Information Gain Score) is the Google patent that explains why that advice is wrong — and what actually earns rankings in 2026.