Glossary
157 terms from Instagram, LinkedIn, Reels and AI search, each defined in one sentence. Then each is explained for a business in Dubai, with an example and the mistake we see most.
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A
- Ad disclosure Dubai and UAE Ad disclosure is labelling paid or sponsored content clearly as an advert, such as with #ad, Paid ad or Instagram's paid partnership label, so viewers know it is promotion.
- AI answer tracking AI search AI answer tracking is asking the same buyer questions to AI assistants on a schedule and saving each answer with the date and exact wording, so you can see whether and how your business is named over time.
- AI bot blocking AI search AI bot blocking is when a website's firewall or CDN refuses visits from AI crawlers, often by default and often without the owner knowing.
- AI citation AI search An AI citation is when an assistant like ChatGPT, Perplexity or Google's AI Overviews names or links your business or your page as a source in its answer.
- AI crawler AI search An AI crawler is a bot run by an AI company that visits websites to collect text, either to train a model or to fetch pages live when someone asks an assistant a question.
- AI generated content Content strategy AI generated content is text, images, audio or video made wholly or partly by AI tools, from captions written by a chatbot to generated images and synthetic voices.
- AI hallucination AI search An AI hallucination is when an assistant states something false as fact, such as wrong opening hours or a service you do not offer.
- AI label (AI info) Reels and video An AI label is the tag platforms like Instagram and Facebook add to a post, shown as AI info, when content was made or significantly edited with AI, either detected automatically or disclosed by the poster.
- AI search AI search AI search is any search where an AI model reads sources and writes the answer for you, such as ChatGPT search, Perplexity, Google AI Overviews and AI Mode, instead of only showing a list of links.
- AI share of voice AI search AI share of voice is the share of answers to a fixed set of buyer questions in which an assistant names your business, compared with the competitors it names instead.
- AI slop Content strategy AI slop is low quality content made with AI and published without care, recognisable by generic phrases and claims nobody checked.
- AI visibility AI search AI visibility is how often and how accurately AI assistants mention your business when people ask them the questions your buyers ask.
- Answer engine optimisation (AEO) AI search Answer engine optimisation means shaping your pages so that search features and AI assistants can lift a direct answer from them, usually by putting a short, plain answer right under each question.
- Answer first writing AI search Answer first writing puts the direct answer to a question in the first one or two sentences, before any background, so a reader or an AI assistant can lift it without reading the rest.
- Arabic and English content Dubai and UAE Arabic and English content means publishing posts, captions or pages in both languages so a Dubai business reaches Arabic speaking buyers as well as the city's English speaking majority.
B
- B-roll Reels and video B-roll is the extra footage cut into a video over or between the main shot, like close ups of materials, a street or hands at work, which shows what the speaker is talking about.
- Before and after post Content strategy A before and after post shows the same subject at two points, such as a room before and after a renovation or a patient before and after treatment, to show what changed.
- Behind the scenes content Content strategy Behind the scenes content shows how your work gets done and who does it, such as preparation, site visits or the team at work, rather than only the finished result.
- Best time to post Instagram The best time to post is when your own followers are most active on the platform, which your account's insights show and which varies by audience and by day.
- Boosted post Instagram A boosted post is an existing Instagram or Facebook post you pay to show to more people, choosing an audience, a budget and a length of time directly from the app.
- Brand awareness Content strategy Brand awareness is how many of the people you want to reach know your business exists and what it does.
- Brand mentions AI search A brand mention is any time your business is named on another website, in a review, in the press or in a forum, with or without a link back to you.
- Brand voice Content strategy Brand voice is the consistent way a business sounds in writing and speech, its choice of words, tone and rhythm, so that its posts sound like the same people every time.
- Broker Registration Number (BRN) Dubai and UAE A BRN is the registration number of an individual real estate broker licensed by RERA in Dubai, shown on their broker card and used by portals and buyers to confirm the broker is licensed.
- Burned in captions Reels and video Burned in captions are subtitles that are part of the video image itself, so they show on every platform and phone even when automatic captions are off.
C
- Call to action (CTA) Content strategy A call to action is the line in a post, page or video that tells the reader the one next step to take, like book a consultation or read the guide.
- Case study post Content strategy A case study post tells the story of one piece of work, from the client's problem through what was done to the result, with the client's agreement.
- ChatGPT search AI search ChatGPT search is the feature that lets ChatGPT look things up on the web and answer with links to its sources, instead of relying only on what the model learned in training.
- ChatGPT-User AI search ChatGPT-User is the user agent OpenAI uses when ChatGPT visits a page because a person asked it to, such as when someone pastes your link or asks ChatGPT to look at your website.
- ClaudeBot AI search ClaudeBot is Anthropic's web crawler that collects public pages which may be used to train Claude; Anthropic also runs separate agents for search and for fetching pages a user asks about.
- Comment keyword call to action Instagram A comment keyword call to action asks viewers to comment one word on a post or Reel, after which an automated direct message sends them a link or resource.
- Community management Content strategy Community management is replying to comments and messages, welcoming new followers and keeping conversations on your accounts helpful and civil.
- Competitor analysis Content strategy Competitor analysis on social media is studying what similar businesses post, how often and what draws a response, to find gaps and patterns you can use without copying them.
- Content approval Content strategy Content approval is the step where the business owner or a responsible person checks and signs off a post before it is published.
- Content calendar Content strategy A content calendar is a plan of what you will post, where and when, usually a few weeks ahead, including dates that matter to your buyers.
- Content pillars Content strategy Content pillars are the three to five recurring themes a business posts about, chosen because its buyers care about them and the business can speak to them with authority.
- Content repurposing Content strategy Content repurposing is turning one piece of work into several formats for different places, like a finished project into a carousel, a Reel, a LinkedIn post and a page on your website.
- Content silo AI search A content silo is a group of pages on one topic, with a hub page that links to every page in the group and pages that link back to the hub and to each other.
- Conversational query AI search A conversational query is a search written the way people speak, as a full question with details like place, budget or need, which is how most people ask AI assistants.
D
- Dark social Content strategy Dark social is sharing that happens in private channels like WhatsApp, direct messages and email, which analytics tools cannot see or attribute.
- DHA social media standards Dubai and UAE The DHA Standards for Medical Advertisement Content on Social Media set what Dubai licensed health facilities and professionals may post, requiring Medical Director approval and banning misleading claims and unconsented patient content.
- DHCR advertising approval Dubai and UAE DHCR advertising approval is the approval that clinics in Dubai Healthcare City must get from the Dubai Healthcare City Authority's regulator before publishing any advertisement, including social media posts.
- Dubai REST Dubai and UAE Dubai REST is the Dubai Land Department's official real estate app and platform, where buyers, tenants and owners can complete property services and check licensed brokers and brokerages.
- Dubai trade licence Dubai and UAE A Dubai trade licence is the licence a business needs to operate, issued by Dubai Economy and Tourism for mainland companies or by a free zone authority. It fixes the company's legal name and the activities it may carry out.
- Dwell time LinkedIn Dwell time is how long someone spends looking at a post or page before moving on, which LinkedIn and other platforms use as a sign that content was worth reading.
E
- E-E-A-T AI search E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the qualities Google's search quality rater guidelines ask human raters to look for when judging whether content is helpful and reliable.
- Educational content Content strategy Educational content teaches the buyer something useful about their problem or decision, without selling, so they come to trust the business that taught them.
- Employee advocacy LinkedIn Employee advocacy is when a company's staff share and talk about its work on their own social accounts, usually LinkedIn, which reaches far more people than the company page alone.
- Engagement rate Content strategy Engagement rate is the number of interactions a post gets, such as likes, comments, saves and shares, divided by either its reach or the account's follower count, usually shown as a percentage.
- Entity AI search In search and AI, an entity is a distinct thing a system can recognise and describe, like your business, with facts attached to it such as its name, location, services and the people behind it.
- Evergreen content Content strategy Evergreen content is content that stays useful long after it is published, like a guide, a checklist or an answer to a question buyers keep asking.
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G
- Gemini AI search Gemini is Google's family of AI models and the assistant built on them, which can draw on Google Search and Google Maps when it answers questions about businesses and places.
- Generative engine optimisation (GEO) AI search Generative engine optimisation is the work of making a business easy for AI assistants like ChatGPT, Gemini and Claude to understand, trust and name when someone asks them for a recommendation.
- Google AI Mode AI search AI Mode is a conversational search mode in Google where you ask a longer question, get an AI written answer with links and can ask follow up questions, much like a chat assistant.
- Google AI Overviews AI search AI Overviews are the AI written summaries Google shows above or among its search results for some queries, with links to the pages it drew on.
- Google Business Profile Dubai and UAE A Google Business Profile is the free listing that shows a business on Google Maps and in local search results, with its address, hours, photos, reviews and contact details.
- Google reviews Dubai and UAE Google reviews are ratings and written comments that customers leave on a business's Google Business Profile, shown on Maps and in search and read by buyers and AI assistants.
- Google-Extended AI search Google-Extended is a robots.txt token that lets a site tell Google not to use its content to train Gemini models or ground Gemini's answers, without affecting how the site appears in Google Search.
- GPTBot AI search GPTBot is OpenAI's web crawler that collects publicly available pages which may be used to train OpenAI's models; you can allow or block it in robots.txt with the user agent name GPTBot.
H
I
- Influencer marketing (UAE) Dubai and UAE Influencer marketing in the UAE is paying or gifting creators to promote a business on their own accounts, which requires the creator to hold a UAE Advertiser Permit and follow the media and sector rules.
- Instagram algorithm Instagram The Instagram algorithm is the set of ranking systems Instagram uses to decide which posts, Reels and Stories each person sees first in Feed, Reels and Explore, based mostly on what that person has watched and interacted with before.
- Instagram alt text Instagram Alt text is a written description of an image that screen readers read aloud and that Instagram uses to understand a photo; Instagram writes it automatically but lets you write your own.
- Instagram bio Instagram An Instagram bio is the short text under your profile name, up to 150 characters, that tells a visitor who you help and what to do next.
- Instagram broadcast channel Instagram An Instagram broadcast channel is a one to many messaging space where a professional account sends updates to followers who join, who can react and vote but not reply in the channel.
- Instagram captions Instagram An Instagram caption is the text under a post, up to 2,200 characters, where only the first line or two show before a reader taps more.
- Instagram carousel Instagram An Instagram carousel is a single post with several photos or videos that people swipe through, up to 20 slides in one post.
- Instagram Collab post Instagram A Collab post is a single Instagram post or Reel shared by two or more accounts at once, so it appears on each account's profile and in each set of followers' feeds with shared likes and comments.
- Instagram Explore Instagram Explore is the Instagram tab that shows photos and Reels from accounts a person does not follow, picked by the algorithm from what they have engaged with before.
- Instagram grid Instagram The Instagram grid is the layout of your posts on your profile, now shown as rectangular tiles, which visitors scan to judge your work and your consistency in a few seconds.
- Instagram hashtags Instagram Instagram hashtags are words or phrases after a # sign that label a post's topic, helping Instagram categorise it and letting people browse or follow a topic.
- Instagram Highlights Instagram Instagram Highlights are collections of past Stories saved to your profile under round covers, where they stay visible after the 24 hours a Story normally lasts.
- Instagram Insights Instagram Instagram Insights is the analytics section of a professional account, showing reach, views, interactions, follower changes and audience details for everything you post.
- Instagram post size Instagram Instagram's recommended post size is 1080 by 1350 pixels for a portrait post in a 4:5 ratio and 1080 by 1920 pixels for Reels and Stories in a 9:16 ratio.
- Instagram professional account Instagram An Instagram professional account is a business or creator account, free to switch to in settings, that adds Insights, contact buttons, a category label and access to ads and scheduling tools.
- Instagram reach Instagram Instagram reach is the number of distinct accounts that saw a post, Reel or Story at least once, so one person watching three times still counts as one.
- Instagram Reels Reels and video Instagram Reels are short vertical videos of up to three minutes, shown in their own full screen feed and recommended to people who do not follow you as well as to your followers.
- Instagram saves Instagram A save is when someone bookmarks your post to their private collection on Instagram so they can find it again, a strong sign the post was useful.
- Instagram SEO Instagram Instagram SEO is making your profile and posts findable through search, by putting the words people search for in your name field, bio, captions and alt text.
- Instagram shares (sends) Instagram A share or send is when someone sends your post to another person in a direct message or reposts it to their Story, which Instagram treats as one of the strongest signals that a post is worth showing more widely.
- Instagram Stories Instagram Instagram Stories are vertical photos or short videos that appear at the top of the app and disappear after 24 hours unless you save them to a Highlight.
- Instagram views Instagram Views is Instagram's main count of how many times a post, Reel or Story was shown or played, including repeat views by the same person; it replaced impressions and plays as the headline number in Insights.
- Internal linking AI search Internal linking is linking from one page on your website to another page on the same site, which helps readers find related pages and helps crawlers understand how your pages relate.
J
K
L
- Link in bio Instagram Link in bio is the clickable link or set of up to five links on an Instagram profile, which is how most people leave Instagram for your website or booking page.
- LinkedIn About section LinkedIn The LinkedIn About section is the summary on your profile, up to 2,600 characters, where you explain in your own words what you do and how to reach you.
- LinkedIn algorithm LinkedIn The LinkedIn algorithm is the system that decides which posts appear in each member's feed, weighing who posted, how relevant the topic is to the reader and how people respond in the first hours.
- LinkedIn article LinkedIn A LinkedIn article is a long form piece published on LinkedIn with its own page, title and images, separate from short feed posts and readable by people outside LinkedIn.
- LinkedIn banner LinkedIn The LinkedIn banner is the wide background image at the top of a profile or company page, 1584 by 396 pixels on a personal profile, which can say what you do before anyone reads a word.
- LinkedIn commenting LinkedIn LinkedIn commenting is writing thoughtful comments on other people's posts, which puts your name and headline in front of their audience and is one of the fastest ways to be seen on LinkedIn.
- LinkedIn company page LinkedIn A LinkedIn company page is a business's own profile on LinkedIn, separate from any person's profile, where it posts updates, lists jobs and shows employees who link their profiles to it.
- LinkedIn document post LinkedIn A LinkedIn document post is a PDF uploaded to a post that people swipe through page by page in the feed, often called a LinkedIn carousel.
- LinkedIn Featured section LinkedIn The Featured section is a row of chosen posts, links, articles or documents near the top of a LinkedIn profile, used to show your best work to anyone who visits.
- LinkedIn followers vs connections LinkedIn On LinkedIn a connection is a two way link both people accept, while a follower sees your posts without you seeing theirs; connections also follow you by default.
- LinkedIn headline LinkedIn The LinkedIn headline is the line of up to 220 characters under your name that appears next to everything you post and comment, so it is the most read part of your profile.
- LinkedIn newsletter LinkedIn A LinkedIn newsletter is a series of articles published from a profile or page that people can subscribe to, with each new edition sent to subscribers by notification and email.
- LinkedIn personal profile LinkedIn A LinkedIn personal profile is an individual's own page on LinkedIn, with their headline and experience. It usually reaches more people per post than a company page.
- LinkedIn recommendations LinkedIn LinkedIn recommendations are short written endorsements that a client or colleague posts on your profile, visible to anyone who views it.
- LinkedIn video LinkedIn LinkedIn video is a video uploaded directly to a LinkedIn post, now often shown in a vertical, swipeable video feed on phones.
- llms.txt AI search llms.txt is a proposed plain text file at the root of a website, like example.com/llms.txt, that gives AI models a short Markdown summary of the site and links to its most useful pages.
- Local SEO AI search Local SEO is the work of making a business show up when people search for something nearby or in a named area, mostly through its Google Business Profile and reviews plus pages that name the places it serves.
- LocalBusiness schema AI search LocalBusiness schema is the schema.org type for a business with a physical location, used in structured data to state its name, address, phone number, opening hours and service area.
M
- Madmoun QR code Dubai and UAE The Madmoun QR code is the code issued with each Dubai real estate advertising permit, which buyers can scan to check that the advert and the broker are approved; adverts must carry it since April 2023.
- Medical Director approval Dubai and UAE Medical Director approval is the DHA requirement that a health facility's Medical Director approves every social media post that names the facility or its location before it is published, including posts by staff and influencers.
- Meta Verified Instagram Meta Verified is a paid monthly subscription from Meta that gives a business or creator a verified badge on Instagram and Facebook after checking its identity, plus account support and protection against impersonation.
- Misleading advertising (UAE) Dubai and UAE Misleading advertising in the UAE is advertising that gives false or deceptive information about price, terms, quality or certificates, which federal consumer protection and media rules forbid in free zones and on the mainland alike.
- MOHAP advertising licence Dubai and UAE The MOHAP advertising licence is the health advertising licence issued by the UAE Ministry of Health and Prevention, whose number a Dubai clinic's official social media account must display under the DHA standard.
N
O
- OAI-SearchBot AI search OAI-SearchBot is the OpenAI crawler that finds and reads pages so they can appear as sources in ChatGPT search answers; blocking it in robots.txt can keep your pages out of those answers.
- Organic reach Content strategy Organic reach is the number of people who see your content without you paying to promote it, through followers, recommendations, search and shares.
- Original audio Reels and video Original audio is the sound recorded with your own video, like your voice or the room, which Instagram labels as original and lets others reuse in their own Reels.
P
- Perplexity AI search Perplexity is an AI search engine that answers questions in full sentences and shows numbered links to the web pages each part of its answer came from.
- PerplexityBot AI search PerplexityBot is the crawler Perplexity uses to find and index web pages so they can be shown and linked as sources in Perplexity's answers.
- Photo consent Dubai and UAE Photo consent is the written permission of a person or of the owner of a home or venue, before their image, their space or their story is shown in a business's posts.
- Pillar page AI search A pillar page is a broad page that covers a whole topic at a high level and links out to more detailed pages on each part of it.
- Pinned posts Instagram Pinned posts are up to three posts or Reels you fix to the top of your Instagram profile grid so they are the first thing a visitor sees.
- Posting frequency Content strategy Posting frequency is how often an account publishes. The right frequency is the most a business can keep up with posts of steady quality for months.
- Property portals Dubai and UAE Property portals are listing websites and apps like Property Finder and Bayut where Dubai brokers list properties and buyers search. They are among the sources AI assistants cite most for Dubai real estate questions.
Q
R
- Ramadan content Dubai and UAE Ramadan content is social media posting adapted to the holy month in the UAE, with changed timing, respectful tone and practical information like adjusted opening hours.
- Reel cover Reels and video A Reel cover is the still image chosen to represent a Reel on your profile grid and in some feeds, either a frame from the video or an uploaded image.
- Reel length Reels and video Reel length is how long an Instagram Reel runs, up to three minutes. The right length is as short as the point allows.
- RERA advertising rules Dubai and UAE RERA advertising rules are the Real Estate Regulatory Agency's conditions for property adverts in Dubai, covering permits, required details, banned claims and when a property may be advertised as sold.
- Retention rate Reels and video Retention rate in video is the share of viewers still watching at each moment, shown in Instagram and YouTube as a curve or as average watch time.
- Retrieval augmented generation (RAG) AI search Retrieval augmented generation is the method where an AI model first searches for relevant documents or web pages and then writes its answer from what it found, rather than only from what it learned in training.
- robots.txt AI search robots.txt is a plain text file at the root of a website that tells crawlers, including search engines and AI bots, which parts of the site they may visit.
S
- SEO (search engine optimisation) AI search Search engine optimisation is the work of making a website easy for search engines to crawl and understand, so they show it for the searches your buyers make.
- Shadowban Instagram Shadowban is the popular name for when Instagram stops recommending an account's posts to non followers, usually because content broke its recommendation guidelines, without removing the account.
- Social media audit Content strategy A social media audit is a review of your accounts that checks what you post, how it performs, how your profiles read to a newcomer and how you compare with similar businesses.
- Social media KPI Content strategy A social media KPI is a measure you agree to track because it shows whether your posting is doing its job, such as enquiries from Instagram or how often you are named in AI answers.
- Social media management Content strategy Social media management is the ongoing work of planning, making, publishing and reviewing a business's posts on platforms like Instagram and LinkedIn, done in house or by an agency on a monthly retainer.
- Social media manager Content strategy A social media manager is the person responsible for a business's social accounts, from planning and writing posts to publishing and reporting.
- Social proof Content strategy Social proof is evidence that other people chose and trusted you, such as reviews, client names used with permission, case studies or partner logos, which makes a new buyer more comfortable choosing you.
- Social selling LinkedIn Social selling is building relationships with potential buyers through social networks, mainly LinkedIn, by sharing useful posts, commenting and starting conversations, rather than cold pitching.
- Social Selling Index (SSI) LinkedIn The Social Selling Index is a score from 0 to 100 that LinkedIn gives each member, based on how well they build a professional brand, find the right people, engage with insights and build relationships.
- Structured data (schema markup) AI search Structured data is code added to a web page, usually in JSON-LD using the schema.org vocabulary, that tells search engines and other machines exactly what the page describes, such as a business, a service, an article or a list of questions.
T
- Talking head video Reels and video A talking head video shows one person speaking directly to the camera, usually framed from the chest up, explaining or answering something.
- Testimonial Content strategy A testimonial is a client's own words about working with you, shared with their permission as a quote or a review.
- Text hook Reels and video A text hook is the line of on screen text shown in the first frame of a video, so people watching without sound know immediately what the video is about.
- Thought leadership LinkedIn Thought leadership is content where a person or business shares a clear view or hard won knowledge on their field, so buyers come to trust their judgement before they ever need to buy.
- TikTok for business Reels and video TikTok for business means a company using a TikTok business account to post short vertical videos, which TikTok shows mainly by interest rather than by who follows you.
- Topical authority AI search Topical authority is the trust a website earns on a subject by covering it thoroughly and well, so search engines and assistants treat it as a reliable source for questions on that subject.
- Trakheesi permit Dubai and UAE A Trakheesi permit is the advertising permit issued through the Dubai Land Department's Trakheesi system, which every real estate advert in Dubai that shows a specific property or project, including on social media, must carry.
- Trending audio Reels and video Trending audio is a song or sound that many Reels are using at the moment, marked in Instagram with an upward arrow, which can help a Reel be discovered by people browsing that sound.
- Trial Reels Instagram Trial Reels is an Instagram feature that shows a new Reel to non followers first, so you can see how it performs before deciding whether to share it with your own followers.
U
- UAE Advertiser Permit Dubai and UAE The UAE Advertiser Permit is a permit from the UAE Media Council that individuals in the UAE need to publish advertising content on social media, with an exemption for people promoting their own products or a company they own on their personal accounts.
- UAE Media Law Dubai and UAE The UAE Media Law, Federal Decree Law No. 55 of 2023, sets the rules for media and advertising content in the UAE. Its executive regulation lists violations with fines for misleading or harmful content.
- User generated content (UGC) Content strategy User generated content is content about your business made by customers or guests, such as their photos, videos or reviews, which you can reshare with their permission.
V
- Vanity metrics Content strategy Vanity metrics are numbers that look impressive but say little about business results, like follower count or likes on a post that brought no enquiry.
- Vertical video Reels and video Vertical video is video shot and shown in a tall 9:16 frame that fills a phone screen held upright, the format of Reels, Stories, TikTok and YouTube Shorts.
- Visual identity Content strategy Visual identity is the set of visual choices that make a business recognisable, such as its logo, colours, typefaces and photo style, applied the same way everywhere.
- Voiceover Reels and video A voiceover is narration recorded separately and laid over video, so a speaker can explain what viewers see without appearing on camera.
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Guides by field
The same ideas, worked through for one kind of business at a time.