Reference
The Glossary.
Plain-English definitions of the terms we use across the site and our articles — covering the Signal System, B2B social selling, the LinkedIn algorithm, and AI search visibility.
- The Signal System
- The Straw Hat Group's proprietary five-stage methodology for B2B social selling. The five stages are Source, Stream, Amplify, Sense, and Scale — covering content production, distribution, paid amplification, performance intelligence, and operational scaling. See the Signal System →
- Personal Brand Activation
- A done-with-you programme that turns a founder or senior leader into the company's most powerful sales channel through LinkedIn-led personal branding, founder content production, and distribution support. Personal Brand Activation →
- Embedded content partner
- A working model where an external team operates as an extension of the in-house marketing function — embedded into strategy, production, and distribution — rather than executing briefs as a traditional agency vendor.
- 360Brew
- LinkedIn's Large Language Model–based ranking system, rebuilt in late 2025. It evaluates posts on semantic meaning rather than purely engagement signals, and powers the modern LinkedIn feed. How LinkedIn's New Algorithm Actually Works in 2026 →
- AI search visibility
- The discipline of structuring a website so it is reliably surfaced and quoted by AI search engines such as Perplexity, ChatGPT Search, Google AI Overviews, and Gemini. Relies on structured data, citation-friendly content, and entity-based topical authority.
- E-E-A-T
- Google's framework for content quality: Experience, Expertise, Authoritativeness, Trustworthiness. Evaluators and ranking systems use it to assess whether a source deserves to be cited or quoted.
- Content pillar
- A repeatable theme that anchors a creator's content strategy. The Straw Hat Group recommends four pillars for founders: The Content Game, The Founder's Journey, The Business Case, and The Big Picture. The Four Content Pillars Every Founder Needs on LinkedIn →
- Document carousel
- A multi-page PDF post on LinkedIn. Currently the highest-engagement format on the platform, averaging 6.60% engagement — driven by saves, dwell time, and shares. LinkedIn Post Formats Ranked by Performance →
- Native video
- Video uploaded directly to a social platform rather than shared as a link to YouTube or another host. Native video significantly outperforms linked video on every major platform because the algorithms reward keeping users on-platform.
- Dwell time
- How long a user spends on a single piece of content before scrolling away. One of the strongest positive ranking signals across LinkedIn, Instagram, TikTok and Google — algorithms treat it as a proxy for genuine value.
- Repurposing
- The practice of producing one substantial piece of content (typically a long-form video or podcast) and turning it into 15+ smaller content touchpoints across platforms — short clips, posts, articles, carousels, quote graphics, and a newsletter. How to Get 15+ Touchpoints from One Recording →
- Hampshire Podcast Studios
- The Straw Hat Group's professional, multi-camera, acoustically-treated content studio in Southampton. The physical engine room of the Source stage of the Signal System. Tour Hampshire Podcast Studios →
- Speakable specification
- A schema.org property that marks the parts of a web page suitable for text-to-speech reading. Used by voice assistants and AI engines to identify quotable, summary-friendly content.
- BlogPosting schema
- A specific subtype of schema.org Article used for editorial blog content. It unlocks richer SERP treatment and is what AI engines pattern-match on when classifying editorial content versus news or landing pages.