200+ Essential SEO Terms & Definitions You Should Know

301 Redirect: An HTTP protocol status code permanently directs visitors and search engines from an old address to a new one. This ensures a seamless transition, maintaining the online value of the old address.

302 Redirect: A temporary HTTP status code, a 302 redirect instructs web browsers and search engines to visit a different URL than the one initially requested. This redirection is not permanent, suggesting that the original URL may become active again in the future.

307 Redirect: An HTTPS status code utilized for a temporary redirect, indicating that the requested resource has been temporarily moved to a different URL provided in the Location headers. In contrast to its predecessor, the 302 redirects, the 307 ensures clarity in conveying that the requested URL has undergone a temporary relocation and will return shortly.

403: A 403 Forbidden error is an HTTP status code indicating that a client lacks the authorization to access a particular resource, even with a valid request. This denotes that while the server recognizes the request, it declines access due to client limitations.

404: A 404 error is an HTTP status code indicating that the server could not find the requested resource. This status signifies that the resource is either missing, has been relocated, or does not exist.

500 Internal Server Error: An HTTP status code, indicates that the server, serving as a passage to obtain a required response for the request, has encountered an invalid response during its processing.

502 Bad Junction: Representing an HTTP status code, the 502 Bad Junction communicates a situation where the server faces an unfamiliar scenario, unable to navigate or address it.

A

Access Log: Within website management, an Access Log functions as a detailed record, cataloging all requests made by human users and bots seeking individual files on a website.

Ad Keyword: In the domain of search engine dynamics, an Ad Keyword signifies the specific query entered into a search engine, triggering results falling under the category of paid advertisements.

Adobe Analytics: Developed by Adobe, this analytics software explores real-time web analytics and marketing channels. Comparable to Google Analytics, it proves essential for unraveling the intricate web of a website’s marketing segments and user interactions.

Ad Rank: Serving as a pivotal metric, Ad Rank dictates the position and visibility of ads on a page relative to others. Its calculation considers bid amount, ad quality (including expected CTR, ad relevance, and landing page experience), the context of the user’s search, and the anticipated impact of extensions and other ad formats.

Affiliate: Operating as a promotional entity, an affiliate site strategically markets products or services sold by another website or business. This endeavor typically involves commissions or fees.

Algorithm: At its core, an algorithm comprises a set of mathematical calculations and conditional statements, guiding a computer program to take specific actions.

Alt Text: Serving as a discreet description of an image, Alt Text comes into play when the image is undeliverable or if a browser doesn’t display images. Crucial for search engines, Alt Text ensures comprehension when distinguishing one image from another proves challenging.

AMPs (Accelerated Mobile Pages): Championed by Google, AMPs are dedicated to crafting mobile versions of webpages prioritizing swift loading times in search. Constructed with a specialized set of HTML, these pages are designed to be lightweight and quickly accessible.

Anchor Texts: Highlighted texts within a hypertext link, guiding users to a specific webpage upon clicking. Exclusively associated with text backlinks, for images, an equivalent is found in the alt attribute.

Authority Score: The Authority Score is an SEO metric that quantifies the overall influence and quality of a domain. It considers factors such as the quantity and quality of backlinks, organic traffic, and the absence of spam in the link profile. A higher Authority Score suggests greater credibility and influence, impacting a website’s performance in search engine rankings.

Average Difficulty: In SEO, Average Difficulty measures the overall challenge of ranking for keywords in a campaign. A higher percentage implies greater competition, indicating the difficulty of securing high rankings in search engine results for the targeted keywords.

B

B2B – Business to Business: B2B refers to transactions or relationships conducted between businesses, where one business provides goods, services, or products to another business. It involves the exchange of products or services between companies rather than between a business and individual consumers.

B2C – Business to Consumer: B2C signifies a business model where products and services are sold directly from a business to end consumers. Companies adopting this model are commonly known as B2C companies.

Backlinks: These are links pointing to a website or web page from other sources.

Beta: This term is used during the final testing phase of software before its full release to customers.

Black Hat SEO: This refers to the use of unethical or manipulative techniques to enhance a website’s search engine rankings.

Bot (robot, spider, crawler): A program designed to perform tasks autonomously. Search engines use bots to discover and index web pages, but unfortunately, spammers also use bots to “scrape” content for unauthorized use.

Bounce Rate: An Internet Marketing metric indicating the percentage of users who land on a single page of a website and then leave without exploring other pages.

Breadcrumbs: Website navigation is displayed in a horizontal line above the main content, aiding users in understanding their location on the site and providing a route back to the root sections.

Branded Keyword: A search term that specifically includes a brand name, such as “Samsung Galaxy phone” or “Target weekly deals.”

Broken Link: A hyperlink that leads to a non-existent webpage, resulting in a 404 error message. It often occurs when a page is deleted without setting up a redirect.

Browser: Software that allows users to access and view websites on the internet. Popular examples include Google Chrome, Safari, Microsoft Edge, and Mozilla Firefox.

C

Cache: Websites hoard temporary data in a secret stash called a cache. This hidden treasure speeds up loading times, making apps and browsers zip like a rocket!

Call to Action (CTA): A clear instruction that tells the audience what action to take next after seeing a marketing message. Examples include “Learn More,” “Shop Now,” “Sign Up,” and “Contact Us.”

Canonical URL: The official version of a webpage when multiple URLs have the same content. It’s set with a rel=canonical link tag to tell search engines which one to prioritize in results and avoid duplicate content issues.

Carousel: A row of scrollable images that appears prominently near the top of a search results page (SERP), often leading to a new SERP when an image is selected.

Conversion Rate: The percentage of users who take a desired action (like clicking a link, signing up, or making a purchase) after interacting with an ad or digital asset. Calculated as conversions/interactions, with a higher rate indicating a more successful campaign.

Click Potential: A metric that predicts the likelihood of a website receiving a click-through if its result ranks at the top of a SERP. It considers the presence of other SERP features that might influence user clicks.

Clickstream Data: A trail of information about user actions as they navigate websites, such as pages visited, time spent, and clicks made. Used to analyze user behavior and improve website design.

Common Keywords: Search terms where multiple websites rank highly in Google results, indicating competitive topics.

Competitors in Google Ads: Websites bidding on the same keywords as you in paid search results, directly competing for ad clicks.

Competitors in Organic Search: Websites ranking for the same keywords as you in unpaid (organic) search results, vying for natural visibility.

Content: The valuable and informative part of a webpage that engages users, including text, images, videos, and audio. Search engines prioritize text-based content for understanding.

Content Management System (CMS): Platforms like WordPress simplify website building, letting you create content without complex coding. Perfect for non-technical publishers.

Content Marketing: Attracting and engaging an audience with valuable content (blogs, videos, etc.) to build brand awareness and boost revenue.

Conversion (Goal): Achieving a desired action on your website, like sign-ups, sales, or ad clicks.

Core Web Vitals: Google’s measure of website performance based on speed and responsiveness. Improve these to enhance user experience and potentially boost rankings.

Core Web Vitals: Google’s official metrics for website speed, responsiveness, and visual stability. Think of them as the essential checkmarks for a user-friendly site. They impact SEO and user experience, so optimizing them is key for happy visitors and search engine love.

Cost Per Click (CPC): Average price someone pays per ad click in a pay-per-click (PPC) campaign. Tracks campaign costs and helps target profitable keywords.

CPM (Cost Per Thousand Impressions): The average cost for one thousand impressions (views) of a Pay Per Click advertisement, regardless of whether users click on it.

Crawl Budget: An estimate by Google of the number of URLs on a website that their bot, Googlebot, can and wants to crawl within a specific timeframe. Factors influencing this include the website’s popularity, crawl rate, and technical condition.

Crawler (Bot, Robot, Spider): An automated program designed to scan and index web pages. While search engines utilize them to discover and add pages to their results, crawlers can also be used for nefarious purposes like content scraping.

CRM (Customer Relationship Management): A set of strategies and tools employed to manage interactions and relationships with customers. The primary goal of CRM is to retain existing customers, encourage them to spend more, and convert leads into loyal customers.

Cross Group Negatives: A Google Ads technique where keywords from one ad group are implemented as negative keywords for another. This prevents ads from competing with each other, ultimately improving click-through rates and quality scores.

CSS (Cascading Style Sheets): A language specifically designed to control the visual appearance of web pages, including fonts, colors, and layout. Think of it as the brush that paints your website, making it visually appealing and adaptable to various devices.

CTR (Click-Through Rate): The percentage of people who click on a link or advertisement after seeing it. A high CTR indicates that the message is attracting attention and driving website traffic.

Cumulative Layout Shift (CLS): A score quantifying how often webpage elements unexpectedly shift after loading, impacting user experience and SEO. Aims for minimal visual instability.

D

Declined Keywords: Keywords that previously held high rankings for a website but have now descended, still residing within the top 100 search results.

Destination Site: The website a visitor goes to immediately after departing from the previous site.

Direct Traffic: Visitors who enter a website’s address directly into the browser, bypassing search engines or referrals.

Disavow: Instructing Google to disregard detrimental backlinks (such as spammy or low-quality ones) that cannot be removed independently, utilizing the Disavow Tool.

Disavow File: A compilation of backlinks submitted to Google, indicating, “Do not factor these in against the site!” This serves as protection against potential penalties.

Display Ads: Captivating online advertisements integrating text, images, and links to augment traffic and sales. Examples include banner ads, animated videos, or interactive games.

Duplicate Content: Replication of identical content across various online locations, leading to confusion for search engines and potential adverse effects on SEO.

E

E-commerce (electronic commerce): The online buying and selling of goods and services. Categories encompass B2B (businesses selling to other businesses), B2C (businesses selling to consumers), and C2C (consumers selling to consumers).

Engagement Rate (Social Analytics): The percentage of post viewers who liked or commented on a post, calculated as (likes + comments/reach) x 100. It gauges audience interaction.

Engagement Rate (Social Tracker): Overall engagement about audience size and post count, computed as (total engagement / # posts/audience) x 10,000. It provides a broader measure of engagement effectiveness.

Estimated Accuracy: A metric in Traffic Analytics reflecting data reliability. Typically, larger websites have higher accuracy due to more extensive data samples used for estimation.

Estimated Traffic: Semrush’s approximation of a website’s monthly traffic derived from diverse data sources. While not always precise, it offers a general indication of website traffic.

Exact Match Keyword: A search term precisely matching an ad group keyword. Triggers ad display when users search for the exact keyword.

Exclude Keywords: Keywords added to prevent ads from appearing in specific searches. Valuable for steering clear of irrelevant or unprofitable queries.

F

Facebook Engagement: Total of shares, likes, reactions, and comments received on all  Facebook posts within a specific timeframe indicating post effectiveness and audience interaction.

Featured Snippet: A highlighted Google search result positioned at the top, providing concise answers to specific queries. It has the potential to drive additional traffic to your website.

Follow Links: Links that impact the search rankings of the linked site, essentially a vote of confidence from other websites signaling to search engines, “This page is trustworthy and relevant.”

First Input Delay (FID): A Core Web Vital measuring the responsiveness of a webpage to user interactions, such as clicking a button. A lower FID indicates a quicker response and a smoother user experience.

G

GDPR: Europe’s data privacy powerhouse! This law protects personal data in the EU and beyond, governing how companies handle information about EU residents, emphasizing transparency, consent control, and imposing hefty fines for breaches.

Google Search Ads: Google’s keyword auction! Businesses bid on words for text ads displayed above or below organic search results. It’s pay-per-click, so consider targeted traffic and your campaign budget.

Google Search Ads Keywords: Google Ads’ secret sauce! Chosen words triggering your ads when users search. Picking the right ones is crucial for reaching the audience and making your campaign stand out.

Google Search Ads Top/Bottom: Prime real estate! “Top” grabs attention at a premium, “Bottom” offers budget-friendly clicks. Location matters!

Google Search Ads Traffic/Price: The numbers driving your campaign! “Traffic” estimates visitors from Google searches, “Price” forecasts monthly costs. Think audience size and bidding strategies.

Google AdSense: Your website’s ad matchmaker! Connects you with advertisers for targeted ads. Google handles the heavy lifting; you earn revenue. Passive income made it easy!

Google Algorithm: Google’s search results brain! Complex rules find relevant matches for user queries, considering relevance, authority, user experience, and personal context. Always evolving!

Google Analytics (GA): Your website’s data analyst! Free tool delving into visitor behavior, showing what’s working, not, and optimizing for success. Data-driven decisions win!

Google Looker Studio: The artist of data stories! Free tool turning numbers into captivating visual reports, no coding needed. Data visualization made easy!

Google Business Profile: Local business spotlight! Free service puts your business on Google Maps, managing reviews, showcasing offerings, and engaging with customers. Claim your spot!

Google SE Traffic: Organic search popularity gauge! Estimates monthly visitors from the first 100 organic Google search results, key for SEO success.

Google Search Console: Website health and performance coach! Free analytics tool offering insights into how Google views your site, aiding SEO optimization.

GoogleBot: Google’s tireless web explorer! Automated program discovering and indexing pages for search results. Keep your site secure from its mischievous cousin, the spambot!

H

Heading Tag: Web page headline organizers! HTML tags (<h1> to <h6>) form a hierarchy, signaling importance to both search engines and readers. Clear structure improves SEO and user experience!

Heat Map: A visual feast revealing attention hot spots! Colors showcase areas with the most activity, be it clicks on a webpage or eye gaze on a design. Red means hot, blue means cold, and insights abound!

Heatmap (Listing Management): Local SEO scoreboard! Maps Google Maps rankings for specific keywords, pinpointing successes and areas needing a boost. Hyper-local insights for hyper-focused optimization!

Historical Data: A time machine for SEO research! Past data lets analyze keyword and domain performance, revealing trends, tracking progress, and informing future strategies. Learn from the past to conquer the future!

Hreflang Tags: Multilingual guides for search engines! HTML tags help deliver the right language version of a website to users in different regions, preventing duplicate content penalties and enhancing global reach. Speak the language of the audience, literally!

HSTS (HTTP Strict Transport Security): Bouncer at the website’s door! This security mechanism enforces HTTPS connections, shielding against attacks and safeguarding sensitive data. Like a virtual padlock, keeping the website secure and visitors confident. Safety first!

HTML (HyperText Markup Language): Language of the web! This markup language adds structure and formatting to text, creating the foundation of web pages. Search engines are fluent in HTML, so mastering it is crucial for SEO success. Speak their language, win their favor!

HTTP: Delivery van of the internet! This protocol fetches resources (like web pages) from servers and delivers them to browsers. The backbone of online communication, but lacks encryption for sensitive data.

HTTPS: Armored truck of the internet! A secure version of HTTP adds encryption via SSL, protecting data during transfer. A minor Google ranking factor and a major trust builder for users. Security seals the deal!

I

Improved Keywords: Keywords in the top 100 search positions with a positive change in ranking since the last analysis. These keywords suggest the potential for further enhancement and increased visibility.

Indexed Pages: Web pages recognized and stored by a search engine crawler after analysis. Indexed pages are eligible to appear in search results, potentially boosting website traffic.

Internal LinkRank: Metric gauging the relative importance of pages within a website based on their internal linking structure. Pages with higher LinkRank scores are deemed more authoritative and relevant by the website itself.

IP Address: A unique numerical identifier assigned to each device on a network (internet or local). This address facilitates communication and data exchange between devices.

J

JavaScript(JS): a programming language designed to make web pages more dynamic and interactive. It works alongside HTML and CSS, forming a crucial trio in modern web development. JavaScript enables websites to offer engaging user experiences by moving beyond static content.

K

Keyword: A word or phrase users type into a search engine to find information.

Keyword (Google Ads): Term a website bids on in Google Ads for top placement in paid results on Google’s search engine results pages (SERPs).

Keyword (organic): A term for which a website secures a position within the top 100 organic (non-paid) search results on Google. This implies that the website has attained its ranking based on factors such as relevance, authority, and user experience, without relying on paid advertising.

Keyword Cannibalization: When multiple pages on a website compete for the same keyword, often due to similar or duplicate content. This can confuse users and search engines, affecting rankings.

Keyword Density: Percentage of times a specific keyword appears in a web page’s total word count. Excessive density may be flagged as keyword stuffing, risking search engine penalties.

Keyword Difficulty: Metric estimating competition for ranking organically for a keyword. Higher scores indicate greater difficulty in achieving top positions in Google’s search results.

Keyword Overview: A comprehensive keyword analytics tool within Semrush, offering detailed insights into a specific keyword. It provides a range of metrics to assess the keyword’s potential for both SEO and SEM campaigns.

Keyword Research: The systematic process of identifying and analyzing keywords to assess their relevance, search volume, competition level, and potential value for SEO and SEM campaigns. It involves using various tools and techniques to discover keywords aligned with a website’s target audience and business objectives.

Keyword Stuffing (Keyword Spam): Excessive or unnatural repetition of a keyword on a web page, often to manipulate search rankings. Considered a violation of search engine guidelines, leading to penalties.

Knowledge Graph: SERP feature appearing at the top or right side, providing a concise summary of information related to the query, often with images and related searches.

L

Landing Page: The webpage visitors land on after clicking a link or ad. Crafted for lead capture, product or service promotion, or prompting a specific action.

Largest Contentful Paint (LCP): Core Web Vitals metric measuring the time for the largest visible content element on a webpage to load. A fast LCP is crucial for a quick user experience, ensuring prompt access to the main content.

Link: Clickable element on a webpage directing users to another page or section of the same page. Fundamental for web navigation and information architecture.

Link Building: Actively acquiring links from other websites to enhance a specific website’s search engine rankings and visibility. Common tactics include content creation, outreach, and strategic partnerships.

Link Juice: Figurative term for the value or authority passed from one website to another through a hyperlink. Search engines view links as “votes of confidence,” and acquiring links from reputable sites can boost a website’s SEO performance.

Linkbait: Content designed to attract incoming links from other websites, often in the form of highly informative, entertaining, or controversial pieces that naturally encourage sharing and linking.

Local Finder: Google Search feature displaying a comprehensive list of local businesses when users click on “More Places.” Provides detailed information, reviews, and directions, catering to local search intent.

Local Pack: Prominent SERP feature showcasing a group of local businesses relevant to a user’s search query. Typically includes contact information, a map, and directions, facilitating connections with nearby businesses.

Local Teaser: SERP feature resembling the Local Pack but tailored for reservation-based businesses like hotels and restaurants. Features a map with results listed on the left-hand side, streamlining booking and reservation processes.

Long Tail Keyword: Search query containing three or more words, often indicating a more specific search intent. While these keywords have lower individual search volume, collectively, they can drive significant traffic and conversions due to their high relevance.

M

Manual Sanctions (Manual Actions): Penalties imposed by Google on websites violating their Webmaster Guidelines. These actions can lead to demotion or removal from search results, impacting entire websites or specific pages. Google employees manually issue these sanctions after reviewing a website.

Market Consolidation (in Market Explorer): A metric indicating competition levels within a market based on traffic distribution among websites. It uses the Herfindahl–Hirschman Index to measure market share concentration.

Match Score (in Market Explorer): A metric identifying domains with high potential for partnerships or advertising opportunities. Factors like traffic and audience overlap are considered.

Meta Description: A summary of a web page’s content, typically displayed below the title in search results. It’s defined using an HTML tag in the <head> section of the page and should ideally be under 160 characters.

Meta Tags: HTML tags within the <head> section providing information about a web page, such as title, description, keywords, and author. Though not visible on the page, they are crucial for search engines to understand a page’s content and relevance.

Meta Title: An essential meta tag serving as the primary name of a web page. Displayed in browser tabs, search results, and social media previews, title tags are crucial for search engines and users to gauge content and relevance.

Microdata: A structured data format embedding metadata within existing HTML content to enhance readability and analysis by search engines. It enables search engines to understand specific page elements like product ratings, reviews, and recipes, resulting in richer search results.

Minification: The process of reducing the size of code and markup in web documents and scripts without affecting functionality. This optimization technique significantly improves page loading speeds and user experience.

Mirror Site: An exact duplicate of an existing website hosted at a different web address. Mirror sites serve various purposes, including load balancing, content distribution, or acting as backups in case of outages.

N

NAP (Name, Address, and Phone): Essential contact information a business should consistently list across all online directories and citations. Consistency in NAP across platforms is crucial for local SEO success.

National Level Data: Aggregated search engine ranking data from across the country. This data offers a broader perspective on a website’s performance compared to competitors on a national scale, eliminating location-specific biases.

Negative Keywords: Keywords used in Google Ads campaigns to exclude specific search queries from triggering ad displays. Similar to regular keywords, negative keywords can be set with match types like exact, phrase, and broad match. This allows advertisers to control their ad spend and maximize return on investment by not bidding on irrelevant searches.

Noindex: An instruction for search engine robots, placed in a web page’s <head> section or within individual link codes, to exclude the page or specific link from their indexing process.

Not-provided: Google’s placeholder in Analytics for hidden keywords driving organic traffic. It protects user privacy but makes keyword analysis tough. Use Search Console & SEO tools to uncover them.

Number of Results: The total number of search results displayed by a search engine for a specific query.

O

Online Visibility: Refers to the overall presence and discoverability of a business or brand across the internet. It significantly impacts a business’s ability to reach customers and generate revenue. Various strategies can be employed to enhance online visibility, including digital marketing campaigns, search engine optimization (SEO), pay-per-click (PPC) advertising, public relations, social media marketing, blogging, and outreach initiatives.

Open Graph: A type of metadata added to webpages that enables content to appear more visually appealing and engaging when shared on social networks. This protocol allows rich objects such as videos, images, and audio files to be displayed directly within social media feeds, rather than appearing as simple links.

Organic Search Results: The listings that appear naturally in search engine results pages (SERPs) without any payment or advertising influence. These results are typically organized based on relevance to the user’s search query, popularity of the websites, and common usage patterns.

Orphaned Pages: Webpages within a website that lack any internal links pointing to them from other pages on the same site. This can negatively impact their visibility in search engine rankings and make them more difficult for users to discover. Addressing orphaned pages involves strategically linking them to relevant content within the website.

Outreach: A proactive strategy for acquiring backlinks to a website by directly contacting other website owners and suggesting mutually beneficial collaborations.

P

Page Title: An HTML tag, also referred to as a title tag, is positioned within the header section of a webpage’s code. It indicates the page’s title and appears as the clickable title in search engine results. Page titles carry significant weight in SEO.

Page View: The occurrence of a user viewing a web page once.

Pagination: The practice of dividing web page content into multiple, numbered pages, often organized with navigation links at the page’s bottom and parameters in the URL.

Position or Pos (SERP): The ranking of a website’s page for a specific search query on Google at the time of data collection.

PPA (Pay Per Action): An internet advertising model where publishers receive payment only when click-throughs on their ads lead to defined conversions.

PPC (Pay Per Click): An internet advertising model employed to drive traffic to websites by displaying ads (such as Google Ads), with advertisers paying a fee for each click on their ads.

Public Relations: A marketing discipline concentrating on managing the public reputation and communications of individuals or brands. PR activities encompass press releases, outreach, and partnership building.

Purchase Conversion (in Market Explorer and Traffic Analytics): A metric estimating the number of website visits likely resulting in conversions. It’s calculated based on clickstream data and considers visits to “thank you” pages, checkout pages, and other conversion-related pages.

Q

Quality Score: A metric employed by Google to evaluate the quality and relevance of an ad. It considers expected click-through rate, ad relevance to the keyword, landing page relevance to the ad, and keyword quality.

Query: A word or phrase entered into a search engine to initiate a search for information.

R

Readability Score: A metric that gauges the ease of understanding a text, assessed through the Flesch-Kincaid test. Scores range from 0 to 100, with higher scores indicating easier comprehension.

Redirect: A method used to change a web page’s address, often employed during site migrations to a new domain or in gateway setups.

Referral Traffic: Visitors to a website originating from external sources beyond search engines and social media, including backlinks from other websites.

Referrer: The source that guides a visitor to a website, such as a search result, domain, or social media platform.

Relevancy: A metric evaluating the extent to which a website aligns with a searcher’s query, as determined by search engine algorithms.

Results: The total number of search outcomes returned for a specific keyword.

Reviews: A SERP feature that may appear alongside a website’s listing in Google Search, often presenting customer experiences and satisfaction levels for businesses, products, or media.

Rich Snippet: Enhanced information displayed alongside a standard search result, offering additional context like review stars, business hours, images, and categories.

Robots.txt: A publicly accessible file for web crawlers, providing instructions on which website pages to crawl or avoid.

ROI (Return On Investment): A financial metric that assesses the profitability of an investment by comparing net income to investment costs.

Root Domain: The highest level of a website’s hierarchy, encompassing all subdomains and subfolders. It usually consists of the main domain name followed by a period and a top-level domain (e.g., example.com).

S

SaaS (Software as a Service): Software accessed through subscription and centrally hosted online. Examples include Semrush, Gmail, Netflix, and Salesforce.

SAB (Service Area Business): Businesses that offer services at customer locations, with or without a physical storefront. Examples include delivery services, plumbers, and landscapers. Specifying service areas in Google Business Profile is crucial for local SEO.

Schema.org: A website providing documentation and guidelines for using structured data markup.

Scraping: A technique for extracting large amounts of website data, typically saved to local files or databases.

SE Traffic Price: The estimated monthly cost of an ad campaign delivering equivalent organic traffic to that shown in a domain report.

Search Engine: A program that searches documents for relevant matches to user keywords and returns matching results. Examples include Google and Yahoo.

Search Traffic: Website visitors arriving directly from search engines.

SEM (Search Engine Marketing): A professional service aiming to increase website traffic from search engines. Tactics include PPC ads, Google Shopping, social media marketing, SEO, content marketing, and more.

Sitelinks: A feature in search engine results that displays a website’s main page along with specific internal links.

Sitemap.xml: An XML file that lists a website’s URLs, helping search engine bots understand the available files and information on the site.

SMM (Social Media Marketing): A professional service that uses social media platforms to promote products or services online.

Social Traffic: Visitors coming to a site from various social media platforms.

Split Testing: Also known as A/B Testing, it involves comparing two versions of a webpage or marketing asset with one varying element to determine which version performs better.

Sponsored: An attribute used for paid/sponsored content, marked by adding the rel=”sponsored” attribute to the link. Example: <a href=”http://www.awesomeurl.com/” rel=”nofollow sponsored”>Link text</a>

SSL Certificate: A small data file that encrypts and secures digital information, ensuring a secure connection between a web server and a browser. It’s indicated by a padlock icon and “https” in the website’s address.

Structured Data (Markup): Tags or microdata added to HTML to enhance how search engines read and represent a page in search engine results.

Subdomain: A section within a website’s root domain, having its address indicated by a name and period before the root domain for example blog.example.com

Subfolder: A section within a website indicated by a slash after the top-level domain (TLD) and the folder name for example,  example.com/subfolder

T

TF-IDF (Term Frequency — Inverse Document Frequency): A method to evaluate the importance of a term in a document based on its frequency within that document compared to its frequency across a broader set of documents.

Time on Page: The duration a user spends on a single webpage before leaving.

Title Tag: An HTML tag that specifies the title of a webpage, visible as the clickable title in search engine results.

TLD (Top Level Domain): The final segment of a domain name (e.g., .com, .org, .gov).

Topic Efficiency (in Topic Research): A qualitative metric representing the ratio of a topic’s search volume to its difficulty. Higher Topic Efficiency scores generally indicate higher volume and lower difficulty, suggesting potentially good topics for content marketing.

Total Addressable Market (TAM): The total potential demand for a product or service within a target market, including those not yet ready or able to purchase.

Total Blocking Time (TBT): A metric measuring the total time between First Contentful Paint (FCP) and Time to Interactive (TTI) where the main thread was blocked, preventing input responsiveness. Used as a replacement for FID in lab testing for Core Web Vitals.

Total Engagement (Social Tracker): The sum of all audience interactions on a social network within a specified date range. Varies by network (e.g., likes, shares, comments on Facebook).

Tracking Code: A JavaScript code snippet placed on a website, sending data to Google Analytics to track user behavior.

Traffic % (in Organic Positions & Advertising Positions reports): A metric indicating the proportion of overall site traffic coming from a specific keyword to a specific page.

Traffic Cost (found in Domain Analytics): An estimated average monthly cost in Google Ads to acquire all the traffic a domain receives from organic search for its listed keywords and positions.

Trend: A graph displaying changes in the number of searches for a keyword over the past 12 months.

Tweet Listings: Links from Twitter are displayed within the SERP.

Twitter Cards: Rich media content designed to drive traffic to a site, often containing links to the site’s content and displaying previews or videos.

Twitter Engagement: The sum of all likes, retweets, and mentions of a Twitter handle within a specified period.

U

UGC (User-generated content): Any form of content created and published by users on online platforms, such as social media posts, forum comments, or blog entries. Can also be a real attribute value labeling links within user-generated content.

URL (Google Ads): The landing page users are directed to after clicking on a Google Ads advertisement.

URL (Landing page): The landing page users are directed to after clicking on a search result.

URL (Uniform Resource Locator): The web address of a page or document on the World Wide Web, entered into a browser to access the content.

V

Visibility % (in Position Tracking): A metric indicating the extent to which a tracked domain, subdomain, or URL appears within the results pages for tracked keywords. 100% visibility means the tracked entity ranks first for all keywords in the campaign target.

Volatility: A metric measuring the overall degree of change occurring within search engine results.

Volume (Search Volume): The average number of monthly searches for a keyword, reflecting the total number of searches performed through search engines over the previous 12-month period.

W

White Hat SEO: it involves ethical optimization strategies to enhance website rankings in search engines through user-friendly and search engine-approved methods. Rather than manipulating search results, White Hat SEO emphasizes creating high-quality content, ensuring a positive user experience, and adhering to search engine guidelines.

Website Navigation: The arrangement of elements and components on a page that enables users to move between different web pages within a website.

X

XML (Extensible Markup Language): A markup language employed by search engines to understand and process website data.

XML Sitemap: A file that catalogues a website’s important pages, aiding their easy discovery and crawlability by search engines.

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