Think you know SEO? Think again.

At Dark Horse we know our stuff, and we want to help the underdogs get ahead of the game. That’s why we’ve compiled this SEO glossary of terms to help all the Dark Horses out there eliminate their competition and emerge SEO experts. This glossary covers everything from A-Z (not literally, there’s fuck all for Z) so by the time you’re finished reading you should be a powerhouse of SEO knowledge.

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301 Redirect

A 301 Redirect is a permanent redirect status code used which indicates that a web page has been permanently moved to a different URL. When a user or search engine attempts to access the original URL, they are automatically redirected to the new URL.

302 Redirect

A 302 Redirect is a type of HTTP status code that indicates a temporary redirection of a web page or URL to another location. When a 302 Redirect is encountered, the browser is instructed to visit the new URL temporarily. A 302 redirection is commonly used for website maintenance, testing, or when temporarily moving content to a different location.

304 Not Modified

A 304 Not Modified is A HTTP status code that indicates a resource has not been modified since the last time it was requested. It is used as a response from a server to inform the client that there is no need to retrieve the entire resource again, as it has not been changed. A 304 Not Modified code helps to reduce unnecessary network traffic and improve performance.

307 redirect

A type of HTTP status code that indicates a temporary redirect of a web page or resource to a different URL. It is used when a website or server wants to temporarily direct users to a different location, but intends to return to the original URL in the future. A 307 redirect ensures that search engines and browsers understand that the redirection is temporary and should continue to index or store the original URL.

404 Error

A 404 error is an HTTP status code that indicates a webpage or resource could not be found on a server. It occurs when a user tries to access a webpage or resource that does not exist or has been moved or deleted. The error message is usually displayed as “404 Not Found” and can occur due to mistyped URLs, broken links, or server misconfigurations.

410 Gone

A HTTP status code indicating that the requested resource is no longer available and will not be accessible in the future. This status code differs from the “404 Not Found” code as it specifically indicates that the resource is permanently gone and will not be available again.

500 Internal Server Error

HTTP status code that indicates a server-side error occurred while processing a request. This error message is typically displayed when the server encounters an unexpected condition or an error in its configuration, preventing it from fulfilling the request made by the client. Further troubleshooting or investigation may be required to resolve the error.

502 Bad Gateway

A HTTP status code that indicates a server acting as a gateway or proxy received an invalid response from an upstream server. This error typically occurs when there is a communication problem between different servers, resulting in the inability to fulfil the client’s request.

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A

Above the fold

Above the fold in SEO refers to the content that is visible on a webpage without having to scroll down. This area is crucial for SEO because it is the first thing that users see when they land on a website. Search engines often prioritise content above the fold, so it is essential to have important keywords, headings, and calls-to-action in this area to ensure that your website ranks well. Additionally, having engaging content above the fold can help increase user engagement and reduce bounce rates, further improving your SEO efforts.

Ad Keyword

An ad keyword is a specific word or phrase that advertisers choose to target and associate with their advertisements. These keywords are used in online advertising platforms to determine when and where an ad will be displayed, based on the relevance of the keyword to the user’s search query or the content of a webpage.

Adobe Analytics

A web analytics platform developed by Adobe used to collect, analyse, and report data from various online channels such as websites. Adobe Analytics provides insights into user behaviour, traffic sources, conversion rates, and other important metrics to help businesses make data-driven decisions and optimise their online presence.

Ad Rank

Ad rank is a metric used in online advertising to determine the position and visibility of an advertisement on a search engine results page. It is calculated based on factors such as the quality and relevance of the ad, the bid amount, and the expected impact of the ad on user experience.

Affiliate

An affiliate website is a type of online platform that promotes and sells products or services on behalf of other businesses. It earns a commission for every sale or lead generated through its referral links or advertisements.

Ahrefs

Ahrefs is an online tool used for search engine optimisation analysis and research. It provides data and insights related to website rankings, backlinks, keyword research, and competitor analysis, among other SEO metrics. Ahrefs helps website owners and digital marketers improve their online visibility and optimise their websites for better search engine performance.

Algorithm

An algorithm is a set of instructions designed to solve a specific problem or perform a specific task. It is a precise and systematic method that can be followed to achieve a desired outcome. Algorithms can be implemented in various forms, such as mathematical equations, computer programs, or logical sequences.

ALT Text

ALT text, short for alternative text, is a descriptive text attribute added to an image or visual element on a webpage. It serves as a textual representation of the image, providing a concise description of its content and context. ALT text is used by screen readers and other assistive technologies to make visual content accessible to individuals with visual impairments or those who cannot view the images.

AMPs

AMPs or Accelerated Mobile Pages are a web development framework designed to enhance the performance and loading speed of mobile web pages. AMPs prioritise essential content and restrict certain elements, enabling efficient delivery of web pages on mobile devices with limited resources.

Anchor Text

Anchor text refers to the clickable text in a hyperlink that provides a brief description or indication of the content it links to. It’s intended to outline the topic or relevance of the linked page and is usually highlighted in blue text. Anchor text can vary in length and can be both descriptive and keyword-focused, aiding in search engine optimisation strategies.

Artificial Intelligence (AI)

Artificial intelligence is a branch of computer science that focuses on developing machines capable of performing tasks that would typically require human intelligence. AI is programmed to learn from experience, adapt to new information, and perform tasks autonomously, such as understanding natural language, recognising patterns, solving complex problems, and making decisions.

Auto-Generated Content

Content that is created automatically by a computer program or algorithm, without direct human involvement. This content can include articles, blog posts, product descriptions, and other forms of written text, often generated based on predefined templates or patterns.

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B

B2B

Short for business-to-business, B2B refers to a transaction or relationship between two businesses, where products, services, or information are exchanged. Interactions focuses on transactions that occur between businesses, such as manufacturers selling products to retailers or companies outsourcing services to other companies.

B2C

Short for Business-to-Consumer, refers to commercial transactions and interactions between businesses and consumers. It describes the process of businesses directly selling products or services to end consumers, rather than to other businesses or organisations. B2C typically involves marketing efforts targeted towards a wide consumer base.

Backlinks

Backlinks are incoming links from other websites to a specific webpage or website. They play a crucial role in search engine optimisation (SEO) as they indicate the popularity and credibility of a website.

Beta

Beta testing is a stage in software development where a limited number of users are given access to a product or service to test its functionality, identify any issues or bugs, and provide feedback to the developers before it’s released to the general public.

Black Hat SEO

Black hat SEO refers to unethical practices used to manipulate search engine rankings. These techniques violate search engine guidelines and involve tactics such as keyword stuffing, cloaking, link schemes, and content scraping. This practice aims to achieve quick and artificial improvements in search engine rankings

Blog

A blog is a form of online content that collects written content and displays it on the page in chronological order. Blogs often cover various topics and can include opinions and personal experiences, informational articles, or creative writing. Blogs provide a platform for individuals to express their thoughts, share information, or engage with a specific community or audience

Bot

A bot is a software application that is programmed to perform automated tasks and interact with humans or other software systems. Bots can simulate human behaviour and perform tasks such as answering queries, providing information, or executing specific commands.

Bounce Rate

Bounce rate refers to the percentage of website visitors who navigate away from a webpage after viewing only one page. It is used to measure the effectiveness and engagement of a website.

Branded Keyword

A branded keyword refers to a specific word or phrase that includes a brand name or trademark in it. It is used in online marketing and (SEO) strategies to target and promote a particular brand or company. The keywords are typically associated with the brand’s products or services and are used to increase brand visibility and attract traffic to the brand’s website.

Breadcrumb

A breadcrumb is a navigational element that appears in the form of a trail of clickable links, allowing users to easily navigate back to previous pages or sections of a website.

Bridge Page

A bridge page is a web page that acts as a transitional link between two different online destinations. It is designed to guide users from one website to another, often providing additional information or context before redirecting them to the intended destination.

Broken Link

A broken link is a hyperlink on a website or document that no longer leads to the intended webpage or resource. This can occur due to a number of reasons including the linked page being moved, deleted, or renamed, resulting in an error or a blank page when clicked.

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C

Cache

Cache is hardware or software that stores data or frequently accessed information for quick retrieval. It is used to improve the performance and efficiency of computer systems.

Canonical URL

A Canonical URL is the preferred and standardised version of a webpage’s URL. It is used to indicate the primary URL for a specific webpage when there are multiple URLs that lead to the same content.

Carousel

A carousel is a rotating display of images or content on a website, often used to showcase multiple products or features. The carousel is a SERP tool that will bring you to a new image from the one that was clicked on.

ChatGPT

AI software that is used in producing a range of SEO related content. It utilises machine learning techniques to generate human-like responses. It can be used in various applications, such as virtual assistants, customer support chatbots, and interactive dialogue systems.

Citation

A citation in SEO refers to a mention or reference of a business’s name, address, and phone number (NAP). It’s an essential component of local search engine optimisation strategies. Citations can help improve a business’s online visibility and rankings in search engine results pages.

Clickstream Data

Clickstream data refers to information collected about a user’s online activity. This could be their sequence of clicks or the interactions they make with a website. This data includes details such as the pages visited, time spent on each page, clicks on links or buttons, and other interactions within the digital platform.

Click-Through Rate (CTR)

A metric used in digital marketing to measure the percentage of users who click on a specific link or advertisement out of the total number of users who view it. This metric is used to evaluate the effectiveness of online campaigns, websites, or advertisements. CTR is calculated by dividing the number of clicks by the number of impressions and multiplying the result by 100.

Cloaking

Cloaking is a technique used in computer programming to hide the true identity or characteristics of a website or online resource. This is a black hat technique that aims to manipulate search engine rankings.

Conversion Form

A form that captures information from website visitors with the goal of converting them into leads or customers. This information includes contact information, name, email address and more. Collecting this allows strategies to be made on how to increase web traffic and sales.

Content

SEO Content refers to the information and material present on a website that is optimised to improve search engine rankings and attract organic traffic. This can include written, visual, or audio content, such as articles, blog posts, images, videos, and podcasts. Each form of content is created to contain target keywords and increase visibility on the SERPs.

Conversion

A conversion refers to the desired action taken by a website visitor, such as making a purchase, filling out a form, subscribing to a newsletter, or completing any other goal set by the website owner. In the context of SEO, a conversion indicates the effectiveness of a website in achieving its goals.

Conversion Rate

A conversion rate refers to the percentage of website visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. Conversion rate is calculated by dividing the total number of conversions by traffic to the website and then multiplying it by 100.

Core Web Vitals

Core Web Vitals are a set of performance metrics that measure the user experience on a website. These metrics are used to assess and improve the overall user experience and page performance on the web.

CPC (Cost Per Click)

A metric used in online advertising that refers to the amount of money an advertiser pays for each click on their advertisement. Used in pay-per-click (PPC) this pricing model means advertisers only pay when their ad is clicked on by a user.

Crawl Budget

Crawl budget refers to the number of pages or URLs that a search engine crawler wants to crawl on a website within a given time frame. The crawl budget can depend on factors such as the website’s authority, popularity, and server capacity, and it helps search engines prioritise and efficiently crawl websites.

Crawl Error

Crawl errors are issues encountered by search engine crawlers while attempting to access and index web pages. These errors occur due to factors such as broken links, server errors, or access restrictions.

Crawler

A crawler is a computer program that browses the internet to gather and index information from web pages. Crawlers collect data such as text content, URLs, and metadata to be used for search engine indexing or other applications.

Crawling

The practice of navigating websites to collect data. This data is then used to update search engines and provide relevant results to search engine users.

Cascading Style Sheets (CSS)

Part of a style sheet language or code used for describing the formatting of a site. CSS enables a site to alter the styles, such as colours, fonts, spacing, and positioning of text on a page to enhance the visual design and user experience.

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D

Data

In SEO terms, data refers to all the facts, statistics, or information on customers that can be stored, processed, and analysed. It includes various things such as website traffic, keyword rankings, backlink profiles, user behaviour, and conversion rates. Data is analysed to help improve search engine rankings and visibility.

Dead-End Page

A dead end page refers to a webpage or website that does not provide any further navigation options or links to other content. Users are faced with a dead end and cannot proceed to other pages and can only return to a previous page.

Deep Link

A URL or hyperlink that directs users to a particular page or content within a mobile application. It allows users to access specific sections or features of an app directly, enhancing user experience and simplifying navigation.

Deep Link Ratio

The deep link ratio refers to the number of hyperlinks leading to specific pages within a website or mobile app, compared to the total number of links present. It is a measure used to assess the structure and user experience of a website.

De-index

To de-index a website means to remove it from search engine indexes, making it inaccessible and unsearchable to users. This action is typically done by website owners or administrators to temporarily or permanently remove their website from search engine results pages.

Direct Traffic

Direct traffic refers to the visitors that come to a website by directly typing the URL into their web browser or by clicking on a bookmarked link. It is a type of website traffic that does not come from search engines, referrals, or other external sources.

Display Ads

These are online ads that are displayed on websites, mobile apps, or social media platforms. These ads typically consist of images, graphics, or videos, and are designed to attract the attention of users and promote a product, service, or brand. Display ads can be targeted to specific audiences based on demographics, interests, or online behaviour, and are commonly used by businesses for marketing and advertising purposes.

Domain

A domain refers to a website address. It enables users to access websites and other online resources by translating human-readable domain names into machine-readable IP addresses. A domain typically consists of a specific name followed by a domain extension (such as .com, .org, .net) that indicates the type or category of the website.

Domain Age

Domain age refers to the length of time that a specific domain name has been registered and active on the internet. It is a metric used to determine the age and credibility of a website or online platform.

Domain Authority

Domain authority (also known as ‘Domain Rating’ on Ahrefs) is a metric used in SEO to measure the overall strength and credibility of a website’s domain. It is determined by various factors such as the quality and quantity of backlinks, website age, and overall website performance. A higher domain authority indicates a higher likelihood of ranking well in search engine results pages.

Doorway Page

A web page that is specifically created to rank highly in search engine results for a particular keyword or phrase, with the sole purpose of redirecting users to a different website or web page.

Dwell Time

The length of time that a user spends on a website or webpage. It is an important metric used to measure user engagement and the relevance of a webpage to a search query. A longer dwell time is generally seen as an indication of high-quality content and a positive user experience.

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E

E-commerce SEO

E-commerce SEO refers to the strategies and techniques used to increase the visibility of an online store in search engine results pages (SERPs). It involves optimising product pages, category pages, and other elements of an e-commerce website to improve its ranking on search engines like Google.

E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a set of criteria used by Google’s search algorithms to evaluate the quality and credibility of a website or webpage.

It helps determine the ranking and visibility of content in the SERPs.

Editorial Link

Editorial links are hyperlinks within a piece of content that are placed by a website or publication, typically in the form of a mention or reference. These links are not paid for or influenced by the target website, and are often included due to the relevance and value the linked content provides to the readers.

Engagement metrics

The measurements used to assess the level of user interaction, involvement, and overall interest in a website or platform.These metrics can include measures such as likes, shares, comments, click-through rates, time spent on page, and conversion rates. Engagement metrics are essential for businesses and organisations to understand the effectiveness of their online presence.

Entry Page

The webpage that a user first encounters when visiting a website. It is designed to provide an overview or introduction to the website’s content and often includes navigation options to guide users further into the site.

Evergreen Content

Evergreen content refers to content that remains relevant and valuable over time. It is not time-sensitive or tied to any specific current events or trends. Evergreen content is often informative, educational, and timeless, providing long-term value to readers or users.

External link

A hyperlink on a website that directs users to another website outside of the current domain. External backlinks are commonly used in SEO strategies to improve a website’s visibility and credibility.

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F

Featured Snippet

A featured snippet is the highlighted section that appears at the top of search engine results pages. It provides the most concise, direct and relevant answer to a user’s query. It is designed to provide immediate information without requiring the user to click on a specific search result.

Feed

An online feed refers to a continuous stream of information or content that is updated regularly or in real-time. It can include articles, social media posts, blog posts, podcasts, videos, or any other digital content that is regularly published and distributed online. Online feeds allow users to stay informed and access new information as it becomes available without the need for manual searching or browsing.

First Contentful Paint (FCP)

First Contentful Paint (FCP) is a critical user-centric performance metric that measures the time it takes for the first piece of content to be rendered on the screen for a webpage. It is an important indicator of how fast a web page is perceived by users, as it shows when the user receives visual feedback that the page is actually loading. FCP is significant for user experience and SEO because websites with faster FCP times tend to have lower bounce rates, higher user engagement, and better search engine rankings.

Frase

An AI content writing software that can help companies write content as well as identify opportunities based on search engine results. The software can be used to write full pieces of content or provide handy sentence or paragraph starters.

Fresh Crawl

A fresh Google crawl refers to the process in which the Google search engine systematically scans and indexes new or updated web pages. This is a more frequent crawl that allows Google to gather and catalogue information from various websites, ensuring that its search results are up to date and relevant to users’ search queries.

Fresh Content

New and updated information that is regularly added to a website or online platform, specifically for the purpose of improving search engine rankings and attracting organic traffic. Fresh content can include blog posts, articles, videos, images, and other forms of media that are regularly added and optimised for search engines.

Follow Links

Hyperlinks on a webpage that allow search engines to follow and explore the linked pages. These links contribute to the search engine’s understanding of the website’s structure and help in determining its relevance and ranking in search results.

Footers links

Navigational links located at the bottom section of a webpage. These links are commonly found in the footer area and provide additional navigation options for users to access different pages or sections of a website. These links are used to improve website usability and provide easy access to resources.

First Link Priority

Prioritising the first hyperlink in a web page’s content or body text. In SEO this technique involves optimising the anchor text and relevance of the first link on a page to improve its visibility and ranking in search engine results.

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G

Gated Сontent

Gated content refers to online material, such as articles, videos, or downloads, that can only be accessed after a user provides certain information or completes a specific action. This can be things like filling out forms or subscribing to a service and this approach is used by businesses and websites to gather user data.

Gateway Page

A web page that serves as an entry point or introduction to a website. It is designed to provide users with an overview or summary of the content available and often includes links or navigation options to further explore the website.

GDPR

General Data Protection Regulation. A set of regulations implemented by the European Union to protect the privacy and personal data of individuals within the EU. It establishes guidelines and rules for organisations and businesses on how they collect, store, process, and share personal data. The regulation ensures transparency, consent in relation to data collection.

Google Algorithm

The formula set by the Google search engine to determine the ranking and relevance of web pages in search results. These algorithms analyse various factors such as keywords, website quality, user experience to provide the most accurate and valuable search results.

Google Analytics

Google’s Analytics service that allows website owners to track and analyse various aspects of their website’s performance. It provides valuable insights into user behaviour, traffic sources, conversion rates, and other metrics. It helps businesses make data-driven decisions to optimise their online presence.

Googlebot

Crawling software developed by Google that indexes and collects information from websites. It systematically visits web pages, follows links, and analyses the content of those pages to update Google’s search index.

Google Search Console

Search Console is a web service provided by Google that allows website owners and administrators to monitor and optimise the visibility and performance of their website in the SERPs. It provides valuable insights and data about the website’s search traffic, indexing status, and various search-related issues.

Google Search Engine

A web-based tool developed by Google that allows users to search for information on the internet by entering keywords or phrases. It retrieves relevant websites, documents, images, videos, and other online resources based on the user’s search query. It is the most well recognised and popular search engine.

Google Search Ads

Search Ads appear as sponsored listings at the top or bottom of the SERPs.These ads typically consist of a headline, a description, and a URL, and are designed to attract users’ attention and drive traffic to a specific website or page.

Google Quality Guidelines

A set of rules and guidelines set by Google to ensure the highest quality of content and user experience on websites. These guidelines outline best practices for website owners and content creators to follow in order to optimise their websites for search engine visibility and provide valuable and relevant information to users.

Grey Hat SEO

The practice of search engine optimisation that blurs the lines between white hat and black hat SEO. Grey hat SEO techniques are not explicitly forbidden but are still considered manipulative or questionable. These techniques may provide short-term gains in search engine rankings but can potentially result in penalties or loss of rankings in the long run.

Guest Blogging

When a person writes and publishes a blog post on someone else’s website or blog. It is a collaborative effort where the guest writer contributes their unique insights, expertise, or perspective to the host website, often in exchange for exposure, backlinks, or networking opportunities.

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H

H1 Heading

A HTML tag used to define the most important heading on a webpage. It is typically used to indicate the title or main heading of a section or article. It is usually the largest heading on a page. The H1 tag is used for SEO purposes as it helps search engines understand the content and structure of a webpage.

H2 Heading

It is used to indicate a subheading within a larger section or topic on a webpage. The H2 heading is typically displayed in a slightly smaller font size and carries less importance than the main heading or H1, but more importance than lower-level headings.

H3 Heading

A heading used to subdivide sections within a larger topic. It can be used for mini paragraph headers. It is typically smaller and less prominent than H1 and H2 headings.

H4 Heading

A HTML tag used to indicate a subheading within a larger section or topic. It is commonly used to provide further organisation on a webpage and is one of the smaller headings used to separate sections of text.

Headings

Headings on websites are headings that are placed inside the header tag. These section headers are used to organise and structure the content on a webpage. They are typically displayed in larger and bolder text to differentiate them from the rest of the text. Examples of these headings include H1 or H2s (see above for breakdowns of each heading).

HTML Heading Tag

A heading tag is a HTML element that is used to define the headings or titles of sections within a webpage. These tags help structure and organise the content on a webpage, making it easier for both users and search engines to navigate pages. These tags range from H1 to H6.

Heat Map

A visual representation of data where values are depicted using colour gradients. The colours on the map indicate the level of concentration or magnitude, with red meaning hot or high values and lighter shades representing lower values. Heat maps are commonly used for data analysis, statistics, and geographical mapping.

Hidden Text

Any text that can’t be seen by a user that is intended to manipulate search rankings by loading web pages with content-rich keywords and copy. Hidden text is typically against Google’s Webmaster Guidelines and borders on black and grey hat techniques.

Historical Data

Data or records collected and stored for reference or analysis purposes. It includes data that has been accumulated over a specific period of time, providing insights into past events, trends, or patterns. Historical data can help with keyword research and making data informed decisions.

HSTS

HTTP Strict Transport Security. A security that ensures secure communication between the website and the user’s browser. It is a policy that instructs the browser to only access the website over a secure HTTPS connection, eliminating the possibility of accessing the site over an insecure connection. It helps protect against cyber attacks.

HTML

HyperText Markup Language. The standard markup language used for creating web pages and applications. HTML uses tags to structure the content and elements of a webpage, allowing for the display of text, images, videos, links, forms, and other multimedia elements.

HTTP

Hypertext Transfer Protocol. A protocol used for transmitting hypertext over the internet. HTTP allows for the retrieval and display of web pages, as well as the exchange of data between a client and a server.

HTTPS

Hypertext Transfer Protocol Secure. It is a protocol for secure communication over a computer network, commonly used on the internet. HTTPS ensures that the data transmitted between a web browser and a website is encrypted and secure, protecting it from unauthorised access or tampering.

Hyperlink

A hyperlink is a clickable element on a website or document that redirects the user to another location, typically another webpage or a specific section within the same document, when clicked. It is commonly displayed as underlined text or a clickable image.

Hub Page

A centralised web page that serves as a main point of access for various related topics, links, or resources. It is designed to provide users with easy navigation and access to a wide range of information or content related to a specific theme or subject.

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I

Image Compression

The process of reducing the size of an image file without significantly affecting the quality. This is done to help improve the speed of a website by reducing large files on the page.

Improved Keywords

Keywords that have moved up the ranks. SEO techniques are carefully used to optimise phrases or terms so that they climb the search engine rankings. Improved keywords aim to increase the likelihood of a website or content being discovered by users searching for specific information or products.

Inbound Link

Also known as backlinks. Hyperlinks that direct users from one website to another. These links are considered inbound because they are pointing towards the website being linked to. Inbound links are important for SEO as they can improve a website’s visibility and credibility.

Index

Google index is the database that Google has crawled and indexed. It is a vast and constantly updated database that allows users to search and retrieve relevant web pages based on their search queries.

Index Coverage Report

A detailed analysis provided by Google Search Console that evaluates the status and visibility of web pages indexed by search engines. It provides information on the number of pages indexed, the indexing errors encountered, and the overall coverage of a website in search engine results.

Indexed Pages

Web pages that have been discovered and catalogued by search engines. This makes them available on search engine results pages. These pages are typically analysed and ranked based on various factors, such as relevance, quality, and user experience, to determine their position in search engine rankings.

Indexability

The ability for a search engine to analyse and index a website or webpage and include it in search engine databases. It is a measure of how easily and effectively search engines can crawl and understand the content of a website, ensuring its visibility in search results.

Indexing

The process of adding web pages to Google’s database. When a web page is indexed, it becomes searchable on Google’s search engine. Google’s indexing system analyses the content and structure of web pages to determine their relevance and ranking in search results.

Internal Link

An internal link is a hyperlink within a website that directs the user to another page on the same website. It is used to navigate and connect different sections or pages of content, providing a seamless browsing experience for the user.

International SEO

International SEO refers to the practice of optimising your website to rank in search engines worldwide. This involves understanding how different search engines work in various countries, adapting your content to different languages and cultures, and building relevant backlinks from websites around the globe.

IP Address

Short for Internet Protocol address. A unique numerical code that identifies an electronic device connected to a computer network. It allows for the exchange of data between the device and computer network.

Information Retrieval

The process of obtaining relevant and useful information from a database. It involves searching, retrieving, and organising information based on user queries or requirements, typically using computer systems or databases.

Informational Query

A search query made by a user with the intention of obtaining specific information or knowledge on a particular topic. It is aimed at gathering facts, explanations, or descriptions rather than seeking products.

Interstitial Ad

Ads on a website that cover the entire screen and are displayed for a specific duration before allowing the user to proceed with their intended activity. Interstitial ads are often used to deliver promotional messages or engage users with interactive content.

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J

Javascript

A high-level programming language used for creating interactive and dynamic web content. It is primarily used for client-side scripting, allowing developers to add functionality and interactivity to websites. JavaScript can manipulate and modify web page elements, handle user events, and communicate with servers to retrieve and display data.

jQuery

jQuery is a fast, small, and feature-rich JavaScript library. It makes things like HTML document traversal and manipulation, event handling, and animation much simpler with an easy-to-use API that works across a multitude of browsers. With jQuery, developers can write less code while achieving more functionality compared to plain JavaScript.

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K

Keyword

A relevant word or term used to search for information or data within a database or search engine. Keywords are utilised to narrow down and retrieve specific results or to identify and categorise specific elements within a system.

Keyword Cannibalisation

When multiple web pages or content within a website compete for the same keyword or search query. This leads to a decrease in overall visibility and ranking for those pages as it becomes difficult for search engines to determine the most relevant page.

Keyword Clustering

The process of grouping related keywords together based on their similarity or theme. This technique is commonly used in SEO and content marketing strategies to organise and prioritise keywords for improved website visibility and targeted content creation.

Keyword Density

The percentage of times a specific keyword or phrase appears in a piece of content in relation to the total number of words. It is a metric used in SEO to determine the relevance and prominence of a keyword within a webpage.

Keyword Difficulty

The level of competition and difficulty in ranking for a specific keyword in search engine results. It is determined by various factors including the number of websites already ranking for the keyword, their authority and relevance, and the overall search volume for the keyword.

Knowledge Graph

A graph on top right of the SERPs that represents the information displayed. It provides users with a concise overview of relevant information related to their search query. The knowledge graph typically includes key details, facts, images, and other related data to provide a quick and comprehensive understanding of the topic.

Keyword Ranking

The position a keyword or phrase is ranking at on the SERPs. It is a measure of the visibility and relevance of a website or webpage in relation to a particular keyword, with higher rankings indicating better visibility and potential for organic traffic.

Keyword Research

The process of identifying and analysing specific words or phrases that are commonly used by individuals in search engines. This research enables businesses and individuals to optimise their content and website for better visibility and higher rankings in the SERPs.

Keyword Stemming

A technique used in SEO to expand a search query by removing suffixes or prefixes from a keyword, resulting in a broader range of search results related to the original keyword. This process helps to improve search accuracy and increase the chances of finding relevant information.

Keyword Stuffing

The intentional overuse of keywords in a webpage’s content, meta tags, or backlink anchor text. Keywords are excessively used to try to manipulate search engine rankings but it often results in poor user experience and lower search engine visibility.

KPI

Key Performance Indicator. A measurable value that demonstrates how effectively a company or organisation is achieving its key objectives. KPIs are used to evaluate and track progress towards specific goals and targets, providing a quantitative measure of performance in various areas.

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Landing Page

A web page specifically designed and created to capture the attention of visitors.It serves as an entry point for users to engage with a particular offer or campaign and typically contains concise and persuasive content along with a clear call-to-action.

Largest Contentful Paint

LCP. A performance metric used in web development. It measures the time taken for the largest content element on a web page to be rendered and displayed on the page. LCP is important for assessing the loading speed of a webpage and plays a crucial role in optimising website performance and user engagement.

Link

A link or hyperlink is an element that allows users to navigate between different web pages or resources. It is a clickable element that redirects users to another location or provides additional information.

Linkbait

Content specifically designed to attract attention and encourage people to click on a link, usually leading to a website or webpage. It is often created with the intention of generating traffic or increasing the number of views, shares, or backlinks for a particular website.

Link Building

The SEO process of working to generate links from other websites to your own website. It is a strategy used to improve the visibility and authority of a website and increase organic traffic by establishing connections and relationships with other relevant websites.

Link Equity

The authority passed from one webpage to another through hyperlinks. It is a measure of the importance or credibility of a webpage in the eyes of search engines, with higher quality and relevant links contributing more link equity.

Link Exchange

An SEO practice where two websites mutually agree to display each other’s links on their respective sites. This arrangement helps to increase website traffic and improve search engine rankings by gaining backlinks from other reputable websites.

Link Farm

A collection of websites that exist solely for the purpose of linking to each other. This is a black hat technique that intends to artificially boost the search engine ranking. The websites often contain low-quality or irrelevant content and are created to manipulate search engine algorithms.

Link Juice

The authority that is passed from one webpage to another through hyperlinks. It is an SEO term that refers to the impact that a link from one webpage can have on the search engine rankings of the linked webpage.

Link Popularity

The quantity and quality of inbound links pointing to a specific webpage. It indicates the level of trust and authority a webpage or website has among other online sources. The higher the link popularity, the more likely a website will rank higher in search engine results pages.

Link Profile

The collection of all links that point to a particular website or webpage. It includes both internal and external links. A link profile helps search engines determine the credibility, authority, and relevance of a website.

Link Reclamation

The process of identifying and fixing broken or lost links to a website. It involves finding and fixing instances where other websites have linked to a website but the link is no longer active or leads to an error page.

Link Rot

The tendency for hyperlinks to become broken or no longer lead to their intended destination. This can occur due to various reasons such as websites being taken down, pages being moved or renamed, or changes in website structure.

Link Schemes

Manipulative tactics that increase the number of website links in order to artificially improve search engine rankings.These schemes often involve exchanging or buying links from other websites, participating in link farms, or using automated programs to create and distribute links. Link schemes are a violation of search engine guidelines.

Link Stability

The reliability of links from external websites directed to a particular webpage or website. It refers to the trustworthiness of links and ensures they remain active and updated over time. Link stability is an important factor in SEO as it contributes to the credibility, authority, and visibility of a webpage in the SERPs.

Link Velocity

The rate at which a website or webpage gains new backlinks over a specific period of time. It measures the speed and frequency of acquiring new links from other websites, indicating the growth and popularity of a webpage.

LSI Keywords

Latent Semantic Indexing keywords. Words or phrases that are semantically related to a main keyword or topic. These keywords help search engines understand the context and relevance of a website or content.

Local Business Schema

Structured data that provides search engines with detailed information about a local business, such as its name, address, phone number, website, operating hours, and reviews. This schema helps search engines understand the content of a webpage and display relevant information in search results.

Local Citation

The reference to a business’s name, address, and phone number (NAP) on various websites and directories. These mentions help establish the credibility and authority of a local business within a specific geographic area.

Local Finder

A search engine tool that allows users to find and discover local businesses, services, or points of interest in a specific geographic location. It provides information such as contact details, ratings, reviews, and directions to help users locate and engage with nearby businesses.

Local Pack

A search engine feature that displays a map with a list of local businesses relevant to a user’s search query. It typically includes important information such as business names, addresses, phone numbers, ratings, and reviews.

Local Search Marketing

The practice of optimising a business’s online presence to increase its visibility and attract customers within a specific geographic area. This marketing strategy involves various techniques, such as optimising the business’s website for local keywords, managing online directories and review platforms.

Local SEO

The practice of optimising a website or to improve rankings in local search results. Local SEO involves techniques aimed at targeting locations and attracting local customers. This may include optimising website content, creating local business listings and managing online reviews to enhance local search visibility and drive targeted traffic to a business’s physical location.

Location Page

A type of content page on a website that provides specific information about a particular physical location. It typically includes all the relevant information such as the address, contact information, hours of operation and directions. It also usually includes location related keywords to help the page rank for local search engine results.

Login Form

A login form is the page that users must enter their credentials into, such as a username and password, in order to gain access to a secure system or website.

Long Tail Keyword

Specific search terms or phrases that are longer than generic keywords. These keywords often have lower search volume but higher conversion rates, as they target a more specific audience with a clear intent.

Log File

A record of events, actions, or data in a chronological order generated by a computer system. It serves as a detailed record of activities, errors, and other relevant information,including timestamps, IP address and more that can be used for troubleshooting or analysis purposes.

Log File Analysis

The process of analysing log files generated by computer systems, networks, or software applications. It involves extracting relevant information from these logs to gain insights into system behaviour, identify errors or anomalies and more to help improve your SERP rankings.

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Machine Learning

A subset of artificial intelligence. It involves using data to teach a system how to perform a complex process. The system can learn and adjust on its own, without any human intervention.

Manual Action

Google’s Manual Action is when a human reviewer flags a website for not adhering to their webmaster guidelines. Depending on the severity, the website can be demoted or removed from search results. Manual Actions can apply to the entire website or specific webpages.

Manual Penalty

An action taken by Google’s search engine team against a website for violating Google’s quality guidelines. This penalty is manually imposed by human reviewers. It can result in a decrease in the website’s search rankings or even removal from the search results.

Metadata

Metadata in SEO refers to the information that provides a brief description of the content on a webpage. This includes meta titles, meta descriptions, and meta keywords. Meta titles are the titles that appear on search engine results pages, while meta descriptions provide a brief summary of what the page is about. Meta keywords are words or phrases that help search engines understand the relevance of the page to a user’s search query. Optimising metadata is crucial in SEO as it helps search engines understand the content of a webpage, leading to higher visibility and rankings in search results.

Meta Description

A meta description is a brief and concise summary or description that appears below the title tag in search engine results pages.While it doesn’t affect ranking algorithms, it provides a concise overview of the content of a webpage and helps users understand what the page is about before clicking on the link..Having accurate and engaging descriptions can help increase organic click-through rate.

Meta Keywords

A set of words or phrases that are inserted into a webpage’s HTML and its contents to provide search engines with information about the content and topics of the page. These keywords are used to help search engines understand and index the webpage, and may influence its visibility and ranking in search engine results

Meta Tags

HTML elements that provide information about a webpage to search engines and website visitors. They are placed in the head section of a web page and include metadata such as the page’s title, description, and keywords. Meta tags help search engines understand the content and purpose of a webpage, and can impact its visibility and ranking in search results.

Metric

A measurement used to evaluate the performance and effectiveness of SEO strategies. It provides insights into various aspects of a website’s visibility, ranking, traffic, and user engagement on search engine result pages. These metrics help in assessing the success of SEO efforts and help to guide future optimisation strategies.

Mobile-First Indexing

A process used by Google where the mobile version of a website becomes the primary version for indexing and ranking in search results. The mobile website is given priority over the desktop version when determining search engine rankings.

Meta Robots Tag

HTML tags used to provide instructions to search engine crawlers about how to handle a webpage. These tags can specify whether a webpage should be indexed or not, if it should follow links on the page, and if it should display snippets in search engine results.

Market Consolidation

The process in which a specific industry or market becomes dominated by a smaller number of larger companies or players. These companies typically dominate Google rankings and competitors must use SEO tactics to compete with them. Market consolidation can lead to increased efficiency and sales.

Microdata

A structured format used to provide additional information about the content of a webpage to search engines and other web services. It involves adding specific HTML attributes to the code of a webpage, allowing search engines to understand and display the information in a more meaningful way in search results.

Minification

The process of reducing the size of a computer program or code by removing unnecessary characters, spaces, and formatting. This optimisation technique aims to improve the performance and load times of web pages by minimising the amount of data being transferred and processed.

Mirror Site

A duplicate website or server that replicates the content and functionality of another website. It serves as a backup or alternative location for accessing the same information.

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Negative Keywords

Negative keywords are specific words or phrases that are intentionally excluded from content. By adding negative keywords, advertisers can prevent their ads from being displayed to users who are searching for unrelated content. This improves the targeting and efficiency of campaigns.

NAP

Name, Address, and Phone number. The necessary and accurate information a business should display online listings and directories. Consistent and up to date NAP is crucial for SEO rankings and improving online presence.

Natural Link

A hyperlink that is created organically without any manipulation. It is a hyperlink that is naturally incorporated within the content due to its relevance and usefulness, rather than being intentionally placed for promotional or manipulative purposes.

National Level Data

Data collected that encompasses various aspects of a nation’s population, economy, social indicators, and other relevant factors. National level data is often used for analysing and understanding SEO trends, making informed decisions, and conducting research.

Navigation Link

A set of clickable links on a website that allow users to navigate between different pages or sections within the platform. These links provide a way for users to easily move around and access specific content.

Navigational Query

A made by a user to locate specific information or navigate through the various pages and sections of a website. It involves inputting keywords or phrases to find relevant content or access specific features, menus, or links on a website.

Negative SEO

The practice of intentionally manipulating search engine rankings by using black hat tactics. These tactics may include creating harmful backlinks, spreading false information, or engaging in other malicious activities with the intent to harm competitors.

NoIndex Tag

A HTML meta tag used in web development to instruct search engines to not index a particular webpage or its content.

Nofollow Tag

A HTML used in web development to instruct search engines not to crawl or index a specific link. It is typically used to indicate to search engines that the linked website should not be followed or associated with the linking website in terms of search rankings.

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Off-Page SEO

Actions taken outside of a website to improve its search engine rankings. This includes strategies such as link building, social media marketing, and online reputation management. Off-page SEO focuses on increasing a website’s visibility, credibility, and authority in order to drive organic traffic and improve search engine rankings.

Online Visibility

The presence of a person, brand, or website online. Marketing and optimisation strategies and techniques are used to improve search engine rankings, increase website traffic, and enhance online presence. Greater visibility can lead to increased revenue for a business.

On-Page SEO

The practice of optimising web pages to improve their visibility and SERP rankings. This involves optimising elements on the webpage, such as the HTML code, content, and meta tags, to make it more relevant to search engines and attract more traffic.

Open Graph Meta Tags

HTML tags that are used to enhance the appearance and functionality of shared links on social media platforms. These tags display the shared link with a preview, including title, description, image, and other relevant information.

Optimisation

In SEO terms an optimisation refers to improving and enhancing content on a webpage. This involves improving the quality and relevance of content and optimising elements such as structure, metadata and keywords to make the content more relevant to search engines. Better quality optimisations lead to a higher place in the SERPs and in turn more traffic and engagement.

Organic Search

Organic search refers to the process of obtaining website traffic naturally, without paid advertising. This involves optimising a web page, its content, structure, and relevance to improve its visibility and ranking on SERPs.

Orphan Page

An orphan page is a web page on a website that is not linked to any other pages within the website. Users cannot access these pages through navigation menus or internal links, making them hard to discover. Orphan pages can negatively impact user experience and search engine optimisation efforts, and they may occur due to poor website design or management.

Outbound Link

A hyperlink that directs users from one website to an external website or webpage. An outbound link leads to a different domain or website.

Outreach

The practice of reaching out to website owners, bloggers and other businesses to acquire backlinks and shares. Outreaching can improve a website’s SERP rankings and increase visibility for all parties involved in link exchanging.

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Page Speed

Refers to the amount of time taken for a web page to load and display its content. It is a measure of the speed and efficiency at which a web page loads in a user’s browser.

Page Title

The text displayed at the top of a web browser’s window or tab. This tile serves as the description of the content on that particular webpage. A page title should include keywords to help improve search engines understand the purpose and topic of the page.

Page View

The act of a user accessing and viewing a specific webpage on a website. It is a metric used to measure the number of times a webpage has been visited or loaded by users, indicating the level of engagement and popularity of the page.

PageRank

PageRank is an algorithm used by Google to determine the importance and relevance of web pages in search engine results. A page is ranked between 1-10 and determines how effective your SEO is. It also determines the order the web pages appear in the SERPs.

Paid Search

Advertising where businesses pay search engines or other platforms to display their ads in the SERPs or on other websites. Paid Search Ads are typically displayed at the top or bottom of the SERPs and are marked clearly as paid adverts.

Pagination

The process of dividing content into separate pages or sections. It involves organising and presenting information into groups or sequences to allow for efficient reading. Examples of pagination are category or location pages on websites specialising in e-commerce.

Pay Per Action (PPA)

Pay Per Action is an advertising model where advertisers only pay when a specific action is completed by the user, such as a purchase, sign-up, or form submission. It is a performance-based model that aims to ensure that advertisers only pay for desired actions rather than just impressions or clicks.

Pay-Per-Click (PPC)

An advertising model where advertisers pay a fee each time their ad is clicked. It is a method of driving traffic to websites, where advertisers use specific keywords relevant to their target audience. PPC is commonly used in search engine advertising and social media platforms to increase visibility and generate leads or sales.

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Quality Link

A hyperlink that is considered valuable and trustworthy by search engines and users alike. It is a link from a reputable and authoritative website that is relevant to the content of the webpage it is linking to.

Quality Score

A metric used by Google to determine the relevance and quality of online ads. It takes into account advertiser’s keywords, click through rate and historical performance. THe higher the score the better the ad is performing and the more likely it is to lead to higher rankings.

Query

The keyword or phrase that users enter into a search engine in order to find relevant information on their desired topic.

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Rank Brain

A machine learning algorithm developed by Google that helps process and understand search queries in order to deliver more relevant search results. It uses AI to interpret and learn from user behaviour and search patterns.

Ranking Factor

Elements that search engines use to determine the order that websites appear in the SERPs. These factors include elements like website relevance, content quality, backlinks and more.

Readability Score

A numerical score that determines the ease with which a piece of text can be read and understood by readers. It takes into account various factors such as sentence length, word complexity, and overall text structure.

Reciprocal Link

When two websites agree to link to each other’s websites. This type of link is typically used for the purpose of improving SEO by increasing the number of inbound links to a website.

Reconsideration Request

The process of submitting a formal appeal to Google to request a reevaluation of a website’s ranking or penalty. It is typically done when a website has been penalised or has experienced a significant drop in search rankings due to violations of Google’s guidelines.

Redirection

When a web page or URL is redirected to a different URL. This redirection is used to redirect users from an old or outdated URL to a new or updated one.

Referrer String

Text or code that is used to identify the source or origin of a particular action or referral. It is used to determine the website or link that directed a user to a specific page or website.

Referral Traffic

Traffic that comes to a website through a direct link from another website. This type of traffic is generated when a user clicks on a backlink on one website and is redirected to another website.

Regional Keywords

Specific words or phrases that are used in a particular geographical region or areas. These keywords are often influenced by local dialects, cultural preferences, and regional variations in language usage. One example would be the term “cell phone” used in the US versus the term “mobile phone” used in the UK.

Relevance

Relevance refers to the relevance of search engine results in relation to a user’s query and whether the results are considered useful and valuable. It is a measure of how well a search engine can identify and rank the most relevant information based on user intent.

Resource Pages

A web page that features a list of useful and relevant links, materials, and information on a particular topic or subject. It serves as a centralised hub for accessing various resources, such as articles, videos, tutorials, tools, and other helpful materials.

Responsive design

A web design practice that aims to create websites and applications that adapt and respond to various devices and screen sizes, providing an optimal viewing and user experience. This design technique ensures that the content and layout of a website automatically adjusts to fit different screen resolutions.

Reviews

Search engine reviews are user-generated ratings and feedback about a business, product, or service that are posted on Google or other search engines. These reviews provide insights and opinions from customers, allowing others to make informed decisions and assess the reputation and quality of a service or product.

Rich Snippet

A search engine results pages feature that provides additional information about a webpage, displayed in a visually enhanced format. It typically includes a brief summary or preview of the webpage content, along with relevant metadata such as ratings, reviews, prices, and other structured data.

Robots.txt

A text file that is placed on a website’s server to instruct web robots or search engine crawlers on how to interact with and access the website’s pages and content. It specifies which areas of the website should be crawled and indexed and which areas should be excluded or restricted.

ROI

Return on Investment. It is a financial metric used to measure the profitability or efficiency of an investment. It is calculated by dividing the net profit from an investment by the initial cost or investment amount, and is typically expressed as a percentage.

Root Domain

The top domain in a hierarchical system of domain names. It is the highest level of the domain name system and represents the most fundamental and generic part of a website or internet address. It serves as the foundation for subdomains and subdirectories within a website.

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Schema Markup

Code used to enhance the understanding and presentation of information on websites by search engines. It allows for the organisation of data, making it easier for search engines to interpret and display relevant information in search results.

Search Algorithm

A set of rules used to find specific information or data within a larger collection or database. It is designed to explore and evaluate different results and rank them until the desired result is found.

Search Engine

A software program that allows users to search for information on the internet by entering keywords or phrases. The search engine then retrieves and displays relevant websites, documents, images, videos, and other online content based on the user’s search query. Examples include Google, Yahoo and Bing.

Search Intent

The purpose behind a user’s search query on a search engine. It represents the specific information or action that the user is seeking, whether it’s finding out information, making a purchase, or performing a specific task.

Search Volume

The number of times a specific keyword or phrase is searched for on a search engine within a given period of time. It is used as a metric to measure the popularity or demand for a particular search term.

Seasonal Trends

The patterns and fluctuations in keywords and terms throughout specific points of the year. This can refer to events or holidays that will lead to an increase in searches leading up to this time. For example, ‘Christmas decorations’ will see an increase in searches in the months leading up to December and a drop immediately after the holiday.

Secondary Keywords

Additional terms or phrases that are related to a primary keyword and are used to further refine or specify the topic or context of a search query or content. These keywords help in improving SEO.

Seed Keyword

A fundamental word or phrase that serves as the starting point for keyword research in SEO. It is used to generate a list of related keywords and phrases that are relevant to a specific topic or industry.

SERP

Search Engine Results Page. The page displayed by a search engine in response to a user’s query. It includes a list of relevant web pages, along with additional features such as ads, featured snippets, and other search engine elements.

SEO

Search Engine Optimisation. The practice of optimising a website or online content to improve its visibility and ranking on search engine results pages. This involves various techniques, such as keyword research, on-page optimisation, link building, and content creation, aimed at increasing organic traffic and attracting relevant visitors to a website.

SEO Audit

A comprehensive analysis of a website’s performance in terms of SEO. An SEO Audit involves evaluating various factors such as website structure, content quality, keyword usage, backlink profile, and technical aspects to identify areas for improvement.

Short-Tail Keywords

Short tail keywords are concise and general search terms consisting of one to three words that are commonly used to find information or products on search engines. These keywords typically have high search volume and competition, and are often broader in scope, targeting a larger audience.

Sitelinks

Additional links that appear below the main search result on the SERPs. They provide direct access to specific sections or pages within a website. These links are generated to provide users with more relevant and convenient options for navigating a website.

Sitemap

A list or diagram that outlines the structure and organisation of a website. It serves as a navigation tool, providing an overview of all the pages and content within a website, allowing users to easily find and access specific information.

Social Media

Online platforms that allow users to create and share content. These platforms allow for messaging, sharing pictures, posts, videos and more. They also serve as a main form of communication for businesses and individuals in the modern world.

Spider

Also known as a web crawler. A computer program or bot designed to systematically browse and gather information from websites by following hyperlinks and indexing web pages for various purposes.

Split Testing

Also known as A/B testing or bucket testing. A method used in marketing and web development to compare two or more variations of a webpage to determine which one performs better.

SSL Certificate

Secure Sockets Layer certificate. A digital certificate that authenticates and encrypts the connection between a website and a user’s browser. It ensures secure communication by verifying the identity of the website and encrypting data transmitted between the two parties.

Status Code

A numerical code that is generated by a computer server in response to a client’s request. It provides information about the success or failure of the request and helps in troubleshooting and identifying issues in network communication.

Structured Data

Data that is formatted in a specific way to make it easier to be identified and analysed by computer systems. It is typically stored in databases or spreadsheets and follows a predefined schema or data model, allowing for efficient data retrieval and manipulation.

Subdomain

A subsection of a larger domain within the hierarchical structure of the Domain Name System (DNS). It is used to organise and categorise specific areas or functions within a website or network, making it easier for users to navigate.

Social Traffic

The flow of users to a website or online platform that is generated through various social media channels. It includes traffic from clicks and interactions that occur when individuals discover and navigate to a website or content through social media platforms.

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Taxonomy

Taxonomy in SEO refers to the practice of organising and categorising website content in a structured and hierarchical manner to improve SEO).

Technical SEO

The process of optimising a website’s technical aspects in order to improve search rankings and visibility. It involves various techniques focusing on things like performance, speed etc.

Thin Content

Content that lacks substantial or valuable information. Thin content may include duplicate content or low quality content that fails to match user intent.

Thumbnails

Small images that provide a preview or summary of larger content.They are typically used to help users navigate or identify specific files, videos, or web pages.

Title Tag

A HTML element that specifies the title of a web page. It is displayed in the browser’s title bar or in the search engine results page as the clickable headline for a given webpage.

Time on Page

Time on page refers to the amount of time a user spends on a specific web page before navigating to a different page or leaving the website. It is a metric used to analyse user engagement and the effectiveness of website content.

Topic Efficiency

The use of SEO techniques in order to achieve the highest level of effectiveness and productivity. This involves optimising various aspects of a website, such as its content, structure, and technical elements, to attract organic traffic and achieve optimal search engine rankings.

Total Addressable Market

The total revenue opportunity available for a specific product or service within a particular market. It represents the maximum potential market size that a company can target.. TAM is calculated by estimating the total potential customer base and multiplying it by the average revenue per customer.

Total Blocking Time

A metric used that measures the total duration of time during which the main thread of a web page is blocked and unable to respond to user input.

Total Engagement

A measure of the level of involvement and interaction from individuals on a certain webpage. Total engagement takes data over a 30 day period and measures the various times of engagement.

Traffic

The amount of data sent and received by visitors to a website. It measures the number of visits, page views, and interactions on a website, reflecting the level of engagement and popularity of a particular online platform

Traffic Rank

The Position of a website or web page in terms of its popularity and visibility on the SERPs, determined by the amount of traffic it receives relative to other websites.

Transactional Query

When users search for transactional keywords or phrases with the intention of making a purchase or engaging in a specific transaction online.

Transport Layer Security (TLS)

A security protocol that provides secure communication over a network. It ensures the privacy, integrity, and authenticity of data transmitted between two endpoints by encrypting the data and verifying the identity of the communicating parties.

TrustRank

An algorithm used in search engines to determine the credibility and reliability of web pages. It evaluates the trustworthiness of a webpage based on the quality and reputation of the sites linking to it.

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Unnatural Links

Unnatural links refer to hyperlinks that are created or obtained in a manner that often violates search engine guidelines. These links are typically intended to artificially boost a website’s search engine rankings.

URL

Uniform Resource Locator. The address of a webpage on the internet. It typically consists of a protocol identifier followed by a domain name.

User Experience

The overall experience and satisfaction that a user has while interacting with a product, system, or service. It encompasses various aspects, including ease of use, efficiency, accessibility, and overall enjoyment, with the aim of enhancing user satisfaction and loyalty.

Universal Search

A search engine feature that integrates various types of content, such as web pages, images, videos, news, and maps, into a single search results page.

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Vertical Search

A specialised search method that focuses on a specific industry, domain, or topic, providing users with targeted and relevant information. It involves searching and retrieving data from specific websites that are dedicated to a particular subject area, allowing users to access highly specific content.

Virtual Assistant

An AI program designed to provide assistance and perform tasks, typically activated by voice recognition. Virtual assistants can perform a variety of functions, such as answering questions, scheduling appointments, managing reminders, and providing information or recommendations based on user preferences. Examples are Amazon’s Alexa or Microsoft’s Cortana.

Visibility

Website visibility. Refers to how accessible a website is through search engines and other online platforms. It encompasses factors such as SEO, social media presence, and overall online visibility.

Voice Search

Technology that enables users to search or execute commands by speaking to a device.The device uses speech recognition algorithms to acknowledge speech and provide relevant search results to execute a command.

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Web Page

A document or file on the World Wide Web that can be accessed through a web browser. It contains various types of content, such as text, images, videos, links etc.

Website

A website is a collection of interconnected web pages and documents that are accessed through a specific domain name or URL.

Webmaster Guidelines

Guidelines provided by search engines to help website owners optimise their sites for search engine visibility and user experience. These guidelines outline various aspects related to website design, content creation, technical considerations, and ethical practices to ensure compliance with search engine algorithms.

Website Authority

The credibility of a website in the eyes of search engines and users. It is determined by factors including the quality and relevance of content, the number and quality of backlinks and and its overall online presence. A website with high authority is more likely to rank higher in the SERPs .

Website Navigation

The elements of a website’s structure that allow users to navigate through different sections and pages. It includes menus, links, buttons, and other interactive elements that add to the functionality of a website.

Website Structure

The arrangement of the various components on a website. It includes the hierarchy, navigation, and overall layout that determines how information is presented and accessed on the website.

White Hat SEO

Ethical and legitimate practices used to optimise a website’s visibility and rankings. These tactics comply with search engines and do not involve manipulating the SERPs, instead relying on high quality content.

WordPress

An open source content management system (CMS) that allows users to create and manage websites and blogs. It provides a user-friendly interface, customisable themes, and a variety of plugins and features.

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X-Robots-Tag

X-robots-tag is a HTTP header used to provide instructions to web crawlers and search engine robots regarding the indexing and behaviour of specific web pages.

XML Sitemap

A file that lists a website’s important pages so that search engines can easily find and crawl them.

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Yahoo

A web services provider that offers various services, most notably their search engine. They also have their own email, news and finance services.

YMYL

YMYL stands for “Your Money or Your Life” and it refers to a concept within Google’s Search Quality Evaluator Guidelines. Websites that fall under the YMYL category are those that can potentially impact a person’s health, happiness, safety, or financial stability. This includes websites related to financial advice, medical information, legal information, and more. Google holds YMYL websites to a higher standard because the information they provide can have a significant impact on individuals’ lives. It is crucial for YMYL websites to have accurate, reliable, and trustworthy content to ensure the well-being of users.

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Zero Search Volume Keywords

Phrases that users are not actively searching for on search engines. These keywords do not generate any traffic because they are not popular or relevant to the users. While it may seem counterintuitive to target these keywords, they can still be valuable for SEO purposes. By including zero search volume keywords in your content, you can optimise for a wider range of topics and increase your chances of being found by search engines for niche topics.

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A-Z glossary of SEO terms

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