Above the fold
The area of a website page that is visible to a user without scrolling. Content placed above the fold is considered more valuable and likely to be seen by users. This area is typically used for key messaging, calls to action, and important information. It’s important to optimize content placement above the fold for both users and search engines.
A pay-per-click advertising platform developed by Google. Advertisers use keywords and create ads that appear in Google search results and on websites that participate in the AdSense program. AdWords is a powerful tool for driving traffic and conversions, but it requires careful planning and management to ensure a positive return on investment.
A set of rules or instructions used by search engines to determine the relevance and importance of web pages for specific queries. Search engine algorithms are complex and constantly evolving, taking into account hundreds of factors such as keyword usage, content quality, and backlinks. Understanding search engine algorithms is crucial for effective SEO.
Text descriptions added to images on a web page that are used by search engines to understand the content of the image and provide context to visually impaired users. Alt tags should be descriptive and accurate, using relevant keywords when appropriate.
AMP, which stands for Accelerated Mobile Pages, is a free HTML framework that speeds up the delivery of desktop-style pages on mobile devices. It was once a requirement for a webpage to appear in the Top Stories carousel of Google’s search results.
However, Google has now removed the AMP logo from search results and declared that AMP is no longer necessary for inclusion in Top Stories. The focus has shifted to Core Web Vitals as a way to measure page loading speed and delivery efficiency, and the relevance of AMP is now uncertain.
The practice of tracking and analysing website traffic and user behaviour to optimize marketing strategies and improve user experience. Analytics tools such as Google Analytics provide valuable insights into website performance, including metrics such as traffic sources, user demographics, and conversion rates.
The clickable text used in a hyperlink that provides context to both users and search engines about the content of the linked page. Anchor text should be descriptive and relevant to the linked content, using keywords when appropriate. Proper use of anchor text can improve search engine rankings and user experience.
A metric used by search engines to determine the trustworthiness and expertise of a website, based on factors such as domain age, quality of content, and inbound links. Authority is an important factor in search engine rankings and can be improved through quality content creation, link building, and social media engagement.
A link from one website to another. Backlinks are a key factor in search engine rankings and can indicate the authority and relevance of a web page. High-quality backlinks from reputable websites can improve search engine rankings and drive traffic to a website.
Backlink profile analysis
Backlinks are links from other websites that point to your website. Backlink profile analysis involves examining the quantity and quality of these links to determine their impact on your website’s search engine ranking. Analysing your backlink profile can help identify opportunities for improving the quality of your links and identifying potential areas of risk.
Black hat SEO
Unethical or manipulative tactics used to improve search engine rankings, such as keyword stuffing, cloaking, and link schemes. Black hat SEO can lead to search engine penalties and damage a website’s reputation.
The percentage of visitors who leave a website after viewing only one page, It indicates that they did not find what they were looking for. High bounce rates can be a sign of poor website design, irrelevant content, or ineffective calls to action.
The practice of creating and promoting a unique brand identity through consistent messaging and design across all marketing channels. Effective branding can improve brand recognition, customer loyalty, and overall business success.
A hyperlink that leads to a non-existent or inaccessible web page. Broken links can harm user experience and negatively impact search engine rankings. Regularly checking for and fixing broken links is an important SEO practice.
Broken link building
Broken link building is a link-building strategy that involves identifying broken links on other websites and offering to replace them with links to your own content. This can be an effective way to build high-quality backlinks to your site and improve your search engine ranking.
A piece of HTML code that tells search engines which version of a web page is the original, and which versions are duplicates or variations. Canonical tags help prevent duplicate content issues and ensure that search engines correctly attribute rankings and traffic to the correct page.
Click-through rate (CTR)
The percentage of users who click on a specific link or advertisement compared to the total number of impressions or views. CTR is an important metric for measuring the effectiveness of marketing campaigns and optimising search engine rankings.
A black hat SEO tactic that involves showing different content to search engines than to users, in an attempt to manipulate search engine rankings. Cloaking is a violation of search engine guidelines and can result in penalties or blacklisting.
Competitive keyword analysis
Competitive keyword analysis involves researching the keywords that your competitors are targeting and analysing their strategies for ranking for these keywords. This can help identify opportunities for improving your own keyword strategy and competing more effectively in search results.
Content gap analysis
Content gap analysis involves identifying gaps in your website’s content compared to your competitors and creating new content to fill these gaps. This can help improve your search engine ranking by providing more comprehensive and relevant content for your audience.
Content management system (CMS)
A software application that allows users to create, manage, and publish digital content, such as websites, blogs, and social media posts. Popular CMS platforms include WordPress, Drupal, and Joomla.
A marketing strategy that involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience, with the goal of driving profitable customer action. Content marketing can include blog posts, videos, social media posts, e-books, and more, and is an important aspect of modern SEO.
The percentage of website visitors who take a desired action, such as making a purchase or filling out a contact form. Conversion rate optimisation (CRO) involves optimising website design and content to improve conversion rates and maximize the effectiveness of marketing campaigns.
The process by which search engines scan and index web pages on the internet. Search engine bots use complex algorithms to crawl web pages, following links and analysing content to determine relevance and importance for specific search queries.
Crawl error analysis
Crawl error analysis involves identifying errors that search engines encounter when crawling your website, such as broken links or 404 errors. Fixing these errors can improve your website’s search engine ranking by ensuring that search engines can properly index all of your content.
Cross-domain canonicalisation is the process of specifying which version of a webpage should be considered the primary version when multiple versions of the page exist on different domains. This can help prevent duplicate content issues and improve your search engine ranking.
Cascading Style Sheets (CSS) is a coding language used to style and format the visual elements of a website, including fonts, colours, layouts, and more. Proper use of CSS can improve user experience and search engine rankings.
Linking to a specific page or section within a website, rather than just the homepage. Deep linking is an important aspect of off-page SEO, as it can help signal to search engines the relevance and depth of a website’s content.
A website that lists other websites and categorizes them by topic or industry. Directory listings are an important aspect of off-page SEO, as they can provide valuable backlinks and improve search engine rankings.
The main address of a website, typically beginning with “www” and followed by the website name and extension (e.g. .com, .org). Domains are an important aspect of SEO, as they can impact search engine rankings and brand recognition.
A metric used by search engines to measure the overall authority and relevance of a website based on factors such as age, backlinks, and content quality. Domain authority is an important factor in search engine rankings and can be improved through quality content creation and link building.
Content that appears in more than one place on the internet, can harm search engine rankings and user experience. Duplicate content issues can be addressed through the use of canonical tags, redirects, and other SEO techniques.
Electronic commerce, or e-commerce, refers to the buying and selling of goods and services over the internet. E-commerce websites require unique SEO strategies and optimisation techniques to attract and convert customers.
A hyperlink that leads from one website to another. External links are an important factor in search engine rankings, indicating the authority and relevance of a web page. Quality external links from reputable websites can improve search engine rankings and drive traffic to a website.
A search result that appears at the top of the search engine results page (SERP) and provides a summary of the content on a web page. Featured snippets can increase click-through rates and drive traffic to a website.
A web analytics service offered by Google that tracks and reports website traffic and user behaviour. Google Analytics provides valuable insights into website performance and can be used to optimize marketing strategies and improve user experience.
Google My Business
A free tool offered by Google that allows businesses to manage their online presence across Google, including search results and Google Maps. Optimising a Google My Business profile can improve local search engine rankings and attract more customers.
Google Search Console
A web service offered by Google that allows website owners to monitor and optimize their site’s presence in Google search results. Google Search Console is an important tool for SEO, as it can provide insights into search traffic and website performance.
A piece of HTML code used to identify headings and subheadings on a web page. Proper use of header tags can improve user experience and search engine rankings, as search engines use header tags to determine the hierarchy and relevance of content on a page.
The process by which search engines store and organize web pages in their databases, making them available for search queries. Indexing is a crucial aspect of SEO, as it determines whether a web page can be found and ranked by search engines.
A hyperlink that leads from one page on a website to another page on the same website. Internal links are important for user experience and search engine rankings, as they help users navigate a website and indicate the importance and relevance of different pages.
A specific word or phrase that describes the content of a web page or search query. Keywords are an important aspect of SEO, as they help search engines understand the content and relevance of a web page for specific search queries.
The percentage of times a keyword appears on a web page compared to the total number of words on the page. Keyword density can impact search engine rankings, with optimal keyword density varying based on the specific keyword and content.
The process of identifying and analysing the specific keywords and phrases that users are using to search for information related to a particular topic or industry. Keyword research is an important aspect of SEO, as it helps businesses optimize their content and marketing strategies to target the right audience.
A web page specifically designed to capture user information or drive conversions, often through a form or call-to-action (CTA). Landing pages are an important aspect of SEO and marketing campaigns, as they help businesses target specific audiences and drive profitable customer action.
The process of acquiring links from other websites to improve the authority and relevance of a web page. Quality link building can improve search engine rankings and drive traffic to a website, but it requires careful strategy and ethical practices to avoid penalties or blacklisting.
A type of SEO that focuses on improving search engine rankings and visibility for businesses in a specific geographic area. Local SEO involves optimising website content, creating a Google My Business profile, and acquiring local citations and reviews to improve local search engine rankings.
A specific, highly targeted keyword phrase that contains three or more words. Long-tail keywords are important for SEO, as they often have less competition and can attract highly targeted traffic to a website.
A brief summary of the content of a web page that appears in search engine results. Meta descriptions are important for SEO and user experience, as they can increase click-through rates and provide users with a preview of the content on a web page.
HTML tags used to provide additional information about a web page to search engines, such as the title, description, and keywords. Proper use of meta tags can improve search engine rankings and provide users with more accurate and relevant search results.
A shift in Google’s search algorithm that prioritises the mobile version of a website over the desktop version. This means that websites that are optimized for mobile devices will have an advantage in search engine rankings and visibility.
Natural link building
Natural link building involves getting links to your website through organic, non-manipulative means. This can include creating high-quality content that naturally attracts links from other websites, building relationships with other bloggers and webmasters, and participating in online communities. Natural link-building is important because it helps improve your website’s authority and can lead to higher search engine rankings.
Refers to the natural, unpaid search engine results that appear in response to a user’s search query. Organic search results are determined by a combination of relevance, authority, and user experience, and can be improved through effective SEO strategies.
A hyperlink that leads from one page on a website to a page on a different website. Outbound links can provide valuable information and resources for users and can improve search engine rankings, but they should be used sparingly and only to authoritative and relevant sources.
Refers to the amount of time it takes for a web page to load in a user’s web browser. Page speed is an important aspect of user experience and search engine rankings, as slow-loading pages can negatively impact user engagement and search engine visibility.
The title of a web page that appears in search engine results and web browser tabs. Page titles are an important aspect of SEO and user experience, as they provide users and search engines with a clear description of the content on a web page.
Refers to the paid advertisements that appear at the top and bottom of search engine results pages. Paid search ads are an effective way to drive traffic to a website and can complement organic search strategies.
Refers to high-quality, informative, and engaging content that is relevant to a user’s search query or interests. Quality content is a crucial aspect of SEO, as it can attract and retain users, improve search engine visibility, and drive profitable customer action.
RankMath SEO Plugin
RankMath is an all-in-one SEO plugin for WordPress that offers a range of features to optimize a website’s SEO. The plugin offers advanced on-page SEO analysis, automatic internal linking suggestions, XML sitemaps, schema markup, and more. With its user-friendly interface and helpful features, RankMath can help website owners and digital marketers improve their website’s search engine rankings and overall SEO performance.
The various factors that search engines use to determine the relevance, authority, and user experience of a web page. Ranking factors can include keywords, content quality, user engagement, page speed, and backlinks.
A technique used to redirect users and search engines from one web page to another. Redirects can be used for various reasons, such as to redirect users from an old web page to a new one or to consolidate multiple pages into a single page for SEO purposes.
A design approach that aims to create web pages that are optimized for various screen sizes and devices, such as desktop computers, smartphones, and tablets. Responsive design is an important aspect of user experience and SEO, as it ensures that users can access and engage with a website regardless of their device.
Additional information that appears alongside a search engine result, such as star ratings, prices, and images. Rich snippets can improve click-through rates and user engagement, and can be achieved through the effective use of structured data.
A file that tells search engine crawlers which pages on a website should be crawled and indexed and which ones should be ignored. Robots.txt is an important aspect of SEO, as it can help prevent duplicate content and ensure that search engines are able to crawl and index a website efficiently.
A type of structured data that provides search engines with additional information about the content on a web page. Schema markup can improve search engine visibility and user engagement by providing users with more detailed and informative search results.
A software program that searches a database of web pages for a user’s search query and returns relevant results. Popular search engines include Google, Bing, and Yahoo.
Search engine rankings
Search engine rankings refer to the position of a web page in the search engine results pages for a specific search query. SEO efforts aim to improve a website’s search engine rankings to increase visibility and drive more traffic to the site.
Search engine marketing (SEM)
A digital marketing strategy that involves paid advertising on search engine results pages. SEM is an effective way to drive targeted traffic to a website and can complement organic search strategies.
Search engine optimisation (SEO)
The process of improving a website’s visibility and ranking in search engine results pages through various techniques, such as keyword optimisation, content creation, and backlink building. Effective SEO strategies can improve user engagement, drive targeted traffic, and increase profitability.
Search intent analysis
Search intent analysis involves examining the intent behind a user’s search query to determine what information they are looking for. Understanding search intent is critical for effective SEO as it enables marketers to optimize their content to provide the most relevant and helpful information for users.
SERP (Search Engine Results Page)
The page of search engine results that appears in response to a user’s search query. SERPs can include organic search results, paid search ads, featured snippets, and other types of results.
A file that lists all of the pages on a website and helps search engines crawl and index a website more efficiently. Sitemaps can also improve user experience by providing users with an overview of the content on a website.
Social media optimisation (SMO)
The process of optimising a website’s content for social media platforms, such as Facebook, Twitter, and Instagram. Effective SMO strategies can improve social media engagement, drive targeted traffic to a website, and improve search engine visibility.
A HTML element that specifies the title of a web page and appears in search engine results and web browser tabs. Title tags are an important aspect of SEO and user experience, as they provide users and search engines with a clear description of the content on a web page.
User experience (UX)
The overall experience a user has when interacting with a website, including ease of use, accessibility, and visual design. UX is an important aspect of SEO, as it can impact user engagement, time spent on the site, and conversion rates.
White hat SEO
SEO techniques that are ethical and follow search engine guidelines, such as creating high-quality content, building backlinks from reputable sources, and optimising for user experience. White hat SEO strategies can improve search engine visibility and user engagement over the long term.
A type of sitemap that is designed specifically for search engines, providing information about the pages on a website and how they are organized. XML sitemaps can improve search engine visibility and crawling efficiency, particularly for larger websites.
A popular WordPress plugin that provides a range of SEO tools, including optimisation for title tags, meta descriptions, and URLs, as well as analysis of content readability and keyword usage. Yoast SEO is a valuable tool for improving on-page SEO for WordPress websites.
A search engine result that provides the answer to a user’s query without requiring them to click through to a website. Zero-click searches can impact website traffic and user engagement, particularly for queries that can be answered with a simple snippet of information.
A permanent redirect from one URL to another is typically used to redirect traffic from an old or outdated page to a new or updated one. 301 redirects are an important aspect of SEO, as they can help preserve backlinks and maintain search engine rankings when making changes to a website’s URL structure.
A temporary redirect from one URL to another is typically used to redirect traffic to a new page while preserving the original URL. Unlike 301 redirects, 302 redirects do not pass on link equity and should be used sparingly in SEO.
A 303 redirect is a type of HTTP redirect status code that indicates a temporary redirection to a new URL. When a website page is moved temporarily to a new location, a 303 redirect is used to redirect users and search engine bots to the new URL. This can be useful when a website is undergoing maintenance or a short-term move, and the original URL is expected to return in the future. Unlike other redirect codes, such as 301 and 302, a 303 redirect indicates that the original URL should still be used in the future.