The terms we use, plainly defined.

Healthcare

AHPRA

Australian Health Practitioner Regulation Agency. The regulator for healthcare practitioners, sets standards for clinical advertising and patient testimonials.

GBP / Google Business Profile

Google's local business listing. For multi-clinic networks, GBP management at scale is a major SEO discipline.

MHTP

Mental Health Treatment Plan. Medicare-funded mental health treatment pathway, GPs are the gateway.

NIPT

Non-Invasive Prenatal Testing. A specific genomic diagnostic, long-tail SEO target for diagnostics businesses.

PGx

Pharmacogenomics. Genetic testing for medication-response prediction. Niche-test marketing target.

FIS

Fertility Information Seminar. Adora Fertility's flagship event-led campaign format, separate spend line in the engagement.

Multi-clinic GBP

Google Business Profile management at the 60+ clinic scale. Citation hygiene, location-page architecture, review acquisition pipelines.

Patient acquisition KPI

Cost per patient booking, cost per qualified GP-recruitment application, not click-through rate or impression count.

Industrial B2B

Capability statement

The single highest-leverage industrial document. Designed for tier-1 procurement-officer attention spans (90 seconds inside before deciding).

Tier-1 panel

Pre-qualified vendor list at major mining houses (BHP, Rio Tinto, FMG) and head contractors. Panel position is the operational currency in industrial B2B.

FIFO / DIDO

Fly-In Fly-Out / Drive-In Drive-Out. Mining-services workforce model. Recruitment marketing channel matters.

RFT / Tender response

Request For Tender. The procurement-officer-driven competitive bid process. Tender response systems turn 3-day scrambles into 3-hour assemblies.

ISO 45001 / ICAM / NSCA

Safety credentials and frameworks. Non-negotiable tier-1 prerequisite, surface clearly on the cap statement and the website.

Consumer ecommerce

CAPI

Conversion API. Server-side tracking from Shopify or WooCommerce to Meta + Google. iOS-14-resilient attribution, deduplicated events.

B2B for WooCommerce / Wholesale Suite

WooCommerce wholesale-portal plugins. Logged-in retailer storefront, tiered pricing, ABN-gated catalogues, NET-30 terms.

Shopify B2B / Company accounts

Shopify's native B2B wholesale layer. Logged-in retailer accounts, tiered pricing, customer-specific catalogues, B2B checkout.

Klaviyo flows

Email automation flows in Klaviyo, welcome, browse-abandonment, abandoned-cart, post-purchase, win-back. The highest-ROI line in the B2C stack.

Predictive segments

Klaviyo's predictive segments, likely-to-purchase, churn-risk, predicted gender, expected next purchase date. Sitting unused in most accounts.

AOV / CLV

Average Order Value / Customer Lifetime Value. The two economics-defining metrics for B2C brands. AOV gates checkout design, CLV gates acquisition spend.

Performance Max

Google Ads campaign type. Multi-channel automated campaign, particularly strong for catalogue ecom (Shopify + WooCommerce).

Markets (Shopify)

Shopify's multi-region pricing + multi-domain feature. For brands selling internationally with different price points or catalogues per region.

AI Production stack

Vertex AI

Google Cloud's AI platform. Where our production AI pipelines run.

Imagen / Veo 3 / Gemini 2.0

Google's image-gen / video-gen / text-gen models. Brand-trained per retainer client.

NL2SQL

Natural-Language-to-SQL. Plain-English queries answered against BigQuery datasets, self-service analytics for non-technical portfolio managers.

GEO (generative engine optimisation)

Getting found and cited inside AI-generated answers: ChatGPT, Google AI Overviews and AI Mode, Perplexity, Gemini. Schema-first content, llms.txt manifest, evidence density, entity clarity. The term the research community settled on; AEO, LLMO, AIO and AI SEO describe the same work.

AEO (answer engine optimisation)

Older name for GEO from the featured-snippet era, now used interchangeably. Structuring content so an answer engine can lift the answer directly: question headings, plain definitions, numbers in text.

LLMO (large language model optimisation)

Optimising for the models themselves (GPT, Claude, Gemini) rather than a search interface: retrievable pages, consistent entity facts across the web, third-party corroboration. In practice the same programme as GEO.

AIO (AI optimisation)

Umbrella term some agencies use for GEO plus AI-assisted classic SEO. We do not use it as a service name because it is also the name of Google's AI Overviews feature, which confuses buyers.

AI SEO

The phrase buyers actually type. Two meanings: being visible in AI answers (GEO) and using AI inside the SEO workflow with human editing. Our AI SEO agency page covers both.

AI search optimisation

Descriptive phrase for the same discipline as GEO and AEO, without the acronym. Used by buyers who have seen AI Overviews change their results and want to know what to do about it.

CAPI server-side

Server-side conversion tracking via Meta Conversion API. iOS-14-resilient, deduplicated event flow, integration with Shopify customer events and WooCommerce checkout.