What the words in a migration mean

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301 redirect

A 301 redirect is a server response saying a URL has moved for good, and where to. Browsers go to the new address, and Google treats it as a signal that the new address should replace the old one in results.

Migration

A

A/B testing

A/B testing shows two versions of a page to separate, randomly assigned groups of visitors at the same time, then compares them on one metric agreed in advance. It answers whether a specific change caused a difference.

Conversion and analytics
AEO (answer engine optimization)

AEO is the work of making pages easy for AI answer engines to read, trust and cite, in products such as ChatGPT, Perplexity and Google's AI Overviews. It sits on top of SEO: a page has to be found and read before it can be quoted.

SEO and AEO
Astro

Astro is an open-source web framework for content-driven sites such as marketing pages and blogs. It renders pages to HTML on the server or at build time, and sends JavaScript to the browser only for the components that need it.

Website and CMS

C

D

Design tokens

Design tokens are named values for design decisions such as color, type size, spacing and radius. Code reads the name rather than the value, so one change updates every place that uses it.

Website and CMS

H

L

llms.txt

llms.txt is a proposed convention for a Markdown file at a site's root that gives AI models and agents a short summary of the site and links to its most useful pages. It is a proposal, not a standard, and publishing one guarantees nothing.

SEO and AEO

S

Schema markup

Schema markup is structured data added to a page, usually as JSON-LD, that describes what the page is about in a vocabulary machines can read. It is how a search engine learns that a block of text is a question, a breadcrumb or a defined term.

SEO and AEO