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AEO (Answer Engine Optimisation)
AEO is the practice of optimising your content so it gets picked up and surfaced by AI tools — including ChatGPT, Perplexity, and Google's AI Overviews — not just traditional search results. As more consumers start their research with AI rather than Google, AEO is becoming as important as conventional SEO. It involves structuring content as clear, direct answers to specific questions and building the credibility signals that AI tools use to decide which sources to cite.
Check your AEO readiness in a free auditB
Bounce Rate
Bounce rate is the percentage of visitors who land on your website and leave without clicking on anything else. A high bounce rate usually signals one of two problems: either your page loads too slowly and people give up, or the content isn't what they expected when they clicked through from Google. For local service businesses, a bounce rate above 70% on key service pages is a serious warning sign that your site is losing you enquiries.
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CRM (Customer Relationship Management)
A CRM is the software that stores and manages all your customer contacts, enquiry history, job notes, and follow-up sequences in one place. Without a CRM, leads fall through the gaps — you forget to call back, you lose track of where conversations stand, and you have no system to turn one-off customers into repeat business. A properly configured CRM is the backbone of any serious growth system.
See how TTT sets up your CRMC
CTR (Click-Through Rate)
CTR is the percentage of people who see your listing or ad in search results and actually click on it. A result that appears 1,000 times and gets 30 clicks has a 3% CTR. Improving your meta title and description — making them more compelling, specific, or relevant — is one of the fastest ways to get more traffic without ranking higher. Google also uses CTR as a ranking signal over time, so a better CTR can compound into better positions.
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Core Web Vitals
Core Web Vitals are Google's three technical performance metrics that measure how your website actually feels to use: LCP (how fast the main content loads), FID (how quickly the page responds to a click), and CLS (whether elements jump around as the page loads). Google officially uses these as ranking factors. Failing them doesn't just hurt your rankings — it actively drives visitors away before they've even read a word.
Test your Core Web Vitals for freeG
Google Business Profile
Your Google Business Profile (formerly Google My Business) is the free listing that appears when someone searches for your business or a service you offer near them. It controls what appears in the map pack, Google Maps, and the knowledge panel on the right of search results. For local businesses, it is the single highest-ROI digital asset you can optimise — and the most neglected. Reviews, photos, posts, and category choices all affect how often you appear and how many people click.
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Google Local Services Ads (LSAs)
LSAs are a specific type of Google ad that appear above regular Google Ads and organic results, charging per verified lead rather than per click. They require Google verification (including background checks for some trade categories) and display a "Google Guaranteed" or "Google Screened" badge that significantly boosts trust. For verified trades and service businesses, LSAs typically deliver better cost-per-lead than standard Google Ads.
See how TTT manages LSAsI
Impression Share
Impression share is the percentage of available searches where your ad or listing was actually shown. If 1,000 people searched for "plumber in Manchester" today and your ad appeared for 300 of those searches, your impression share is 30%. Low impression share means you're invisible for a significant chunk of your potential customers — typically because your budget is too low, your Quality Score is poor, or your targeting is too narrow.
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LCP (Largest Contentful Paint)
LCP measures how quickly the largest visible element on your page — usually a hero image, heading, or video thumbnail — loads and becomes visible. Google's threshold is 2.5 seconds: pages that load within this are considered "Good", between 2.5 and 4 seconds "Needs Improvement", and above 4 seconds "Poor". Slow LCP is one of the most common technical issues TTT fixes during website builds and audits.
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Lead Generation
Lead generation is the end-to-end process of attracting strangers and converting them into enquiries for your business. It covers everything from appearing in search results and running ads, through to having a website that makes people pick up the phone or fill in a form. Most businesses struggle not because they have bad services, but because their lead generation system is broken, inconsistent, or non-existent.
See TTT's lead generation packagesL
Local SEO
Local SEO is the practice of optimising your online presence so you appear prominently in location-specific searches — "plumber near me", "dentist in Bristol", "accountant Leeds". It covers your Google Business Profile, local citations, on-page content, reviews, and technical SEO factors. For businesses that serve a specific geographic area, local SEO is typically far more valuable than broad national SEO.
Read the TTT local SEO guideM
Meta Description
The meta description is the 155-character summary text that appears beneath your page title in Google search results. It doesn't directly affect your rankings, but it has a significant effect on click-through rate — a well-written meta description that matches the searcher's intent can double or triple the number of people who click your result. Google will sometimes rewrite it, but a strong original description gives you the best chance of controlling the message.
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Organic Traffic
Organic traffic is the visitors who find your website through unpaid search results — clicking your listing in Google without you paying per click. Unlike paid ads which stop the moment your budget runs out, organic traffic compounds over time: the more content and authority you build, the more traffic you generate, month after month, without ongoing ad spend. It is the single most valuable long-term digital asset for most UK businesses.
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PageSpeed
PageSpeed refers to how quickly your website loads and becomes interactive for visitors. Google uses page speed as a ranking factor, and research consistently shows that even a one-second delay in load time reduces conversions. Google's PageSpeed Insights tool scores pages out of 100 and provides specific recommendations. TTT audits and optimises page speed as part of every website build and technical SEO package.
Get a free PageSpeed auditP
Paid Search (PPC)
Paid search — commonly called PPC (Pay-Per-Click) — means paying to appear at the top of Google's search results for specific keywords. You control the budget; Google runs an auction to determine position. Unlike organic SEO, paid search delivers immediate visibility and can be turned on or off instantly. The risk is that it stops the moment you stop paying — which is why TTT builds paid and organic together rather than relying on either alone.
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Schema Markup
Schema markup is structured code added to your website that tells search engines exactly what your content means — not just what it says, but whether it's a review, a business address, a product, a FAQ, or a service. This powers rich snippets (star ratings, opening hours, FAQs appearing directly in Google results) and helps AI tools understand and cite your content accurately. Most UK small business websites have no schema at all.
Check your schema markup for freeS
SEO (Search Engine Optimisation)
SEO is the broad practice of making your website rank higher in Google for searches that are relevant to your business. It covers technical SEO (site speed, structure, schema), on-page SEO (content, keywords, headings), and off-page SEO (links, citations, reviews). Good SEO isn't about gaming Google — it's about building a genuinely useful, fast, trustworthy website that Google is happy to recommend to its users.
Read the TTT SEO guideS
SERP
SERP stands for Search Engine Results Page — simply the page you see after typing a query into Google. A modern SERP is increasingly complex, often featuring paid ads at the top, a map pack for local queries, AI Overviews, organic listings, People Also Ask boxes, and more. Understanding how SERPs work for your specific keywords is essential for knowing where to invest your SEO and advertising budget.
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Speed-to-Lead
Speed-to-lead is the time that elapses between a prospect expressing interest — filling in a form, requesting a quote, or clicking "call" — and your first response. Research shows that responding within 5 minutes makes you 21× more likely to qualify that lead than responding after 30 minutes. Every hour you leave a lead waiting, your competitors get closer to booking the job. TTT's automation systems are built specifically to solve this problem.
Read why speed-to-lead costs you moneyT
Technical SEO
Technical SEO covers the backend foundations that determine whether Google can properly find, crawl, and understand your website. It includes site speed, mobile-friendliness, crawlability (whether Google's bots can access your pages), schema markup, canonical tags, XML sitemaps, and HTTPS security. Without solid technical SEO, no amount of content or link building will reach its full potential — it's the foundations that everything else sits on.