In 1998, the year Google was incorporated, Jason Barnard built his first website, put a cartoon blue dog on it, and gave the dog his own voice. Boowa and Kwala grew into UpToten, a children’s world drawing a billion page views a year. It ranked inside Alexa’s top ten thousand sites on the planet, shipped pre-installed on Samsung devices, and reached families through Disney and PBS. That was fourteen years before Jason coined his first term: the vocabulary came later, the doing came first.
Jason had spent years watching Google assemble a picture of a brand from everything it could find, and in 2012 he gave that picture a name: the Brand SERP, a thing brands could finally see, measure, and change. Entity Home followed in 2015, the practice of giving a brand a single authoritative place a machine can read. Answer Engine Optimisation arrived in 2017, and when the AI engines came the pace quickened: the Algorithmic Trinity, the Untrained Salesforce, Assistive Agent Optimisation, and the theory that now holds them together, The Kalicube® Framework.
Every term below came from Jason building something real, then naming what the machine got wrong
Each entry gives the term, the year Jason coined it, and what it means.
These terms share the principle The Kalicube Framework is built on: a brand has to teach the machines who it is, what it does, and who it’s right for, or the machines guess. The vocabulary exists because the concepts needed names.
- 2012 - Brand SERP: the search results for a brand’s own name, the machine’s snapshot of who the brand is
- 2015 - Entity Home: the single authoritative place a brand tells the machines the truth about itself
- 2017 - Answer Engine Optimisation (AEO): optimising to be the sourced answer, not just a ranked link
- 2024 - Algorithmic Trinity: the LLM, the Search Engine, and the Knowledge Graph, the three that must agree
- 2024 - Untrained Salesforce: the AI engines as a sales team you never hired, selling for you or your competitor
- 2024 - AI Assistive Engine Optimisation (AIEO): optimising for the AI engines that assist and recommend
- 2025 - ROPI: extracting value from proof a brand already owns
- 2025 - Assistive Agent Optimisation (AAO): optimising for the agents that recommend, and increasingly buy
- 2026 - ROLP (Return on Latent Proof): placing proof now, holding the claim until corroboration exists
- 2026 - AI Engine Trinity Weighting: each AI engine composes the Trinity at its own ratio
- 2026 - The Three Knowledge Representations: Entity Graph, Document Graph, Concept Graph
- 2026 - The Kalicube Framework (TKF): the theory of why all of this works
- 2026 - AI-Era Business Engineering: business, marketing, and SEO converging into one discipline for the agent era