Vocabulary
The words this site uses, defined once so they mean the same thing on every page. Every term below appears in published Obelo copy; nothing here defines a category we have not entered or a metric we do not publish.
Brand record
The structured representation of a brand that Obelo extracts from a public website: positioning, audience, voice attributes, approved and forbidden vocabulary, colour and type tokens, and a baseline of current search position.
It is the single input everything else in the system reads. Correcting a field once changes what every later plan, post and export inherits.
Not the same as: A brand guideline document. A document is read by people occasionally; the record is read by the system every time it produces anything.
Brand safety filter
A check that runs before calendar slots are surfaced, removing moments and angles that are unsuitable for a particular brand.
It runs before you see the calendar, not after. That ordering is the difference between reviewing a calendar and cleaning one.
Not the same as: The quality gate, which grades produced assets rather than filtering planned moments.
Channel
A platform Obelo publishes to. Today that means LinkedIn, X, Instagram, TikTok and Facebook, in the formats each of those supports.
A channel is not a format: one channel usually accepts several, and the same idea takes a different shape in each.
Not the same as: A source. Sources are what signals are read from; channels are where work ships to.
Content calendar
A month of planned work in which every slot carries the reasoning that put it there — the campaign it serves, the audience it targets and the moment it is timed to.
Obelo generates it from the plan above it rather than presenting an empty grid to fill in.
Not the same as: A scheduling queue. The calendar is what is decided; the queue is what has been handed to a platform to ship.
GEO
Generative engine optimisation
Whether AI answer engines — ChatGPT, Perplexity, Google's AI answers and their equivalents — cite your brand when someone asks a question you should own, and what they say when they do.
The abbreviation is always glossed on first mention on a page and used bare afterwards. Written out in full it reads like jargon nobody says aloud, and bare on first sight it reads as 'geographic', which collides with local SEO.
Not the same as: Local SEO, despite the collision. GEO here is about generative answers, not geography.
Marketing system
The whole loop rather than a stage of it: what is held once, what gets planned, what gets made, where it ships, and what comes back to change the next plan.
The distinction Obelo trades on is that these stages read from one source. A collection of tools that each hold their own copy of your brand is not a system, however well each one works.
Not the same as: A marketing stack, which describes what you have bought rather than whether the parts share a source.
Observance
A dated moment a calendar can be timed against: a public holiday, an awareness day, or an industry event.
Obelo layers these rather than applying one global list, so an industry event a brand actually cares about can outrank a generic awareness day that every company in every category posts about.
Publishing queue
The single place scheduled posts wait before they ship, across every connected channel, replacing one native scheduler per platform.
Each item is already shaped for the channel it is going to, because shaping happens once from the plan rather than five times by hand at the end.
Not the same as: The content calendar, which holds decisions rather than scheduled deliveries.
Quality gate
The grading step every produced asset passes through before a person is shown it. Assets that miss the brand rules go back into production for another pass instead of being surfaced with a warning.
It enforces the rules recorded in the brand record. It cannot enforce a rule that has never been written down.
Not the same as: A legal, regulatory or compliance review. It is a brand check.
SEO
Search engine optimisation
Getting found in a conventional search engine — for Obelo's purposes, primarily Google. It covers where a page ranks for a query, the technical conditions that let it rank at all, and the content gaps that stop it.
This site uses the abbreviation bare and never swaps it for a softer paraphrase. It is the term buyers use and the term they search for, and a euphemism costs the page the query.
Not the same as: GEO. A page can rank on Google and never be cited by an assistant, and the reverse happens too.
Signal
Something happening in a market that might be worth acting on: a trend, a cultural moment, or a competitor shipping something.
Obelo scores signals for relevance to a specific brand and feeds the relevant ones into the next calendar. Coverage depends on which sources a workspace connects.
Not the same as: A metric. A signal is an input to planning; a metric is an outcome of it.
Waitlist-first
Obelo's current access policy. There is no public self-serve sign-up; access is granted from the waitlist, and every public start CTA leads there.
It is published as a record in the launch-state registry rather than written into page copy, so one registry change updates every button and label on the site at once.
Not the same as: A free tier. There is no free tier — the only $0 offer is a 7-day trial once you have access.