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SEO Glossary

SEO Glossary

Today SEO is not just a branch of Digital Marketing it is a world of its own. We have tried to compile and explain in simple words some of the SEO terminologies which you might come across while learning SEO.

Algorithm – A program used by computers to manipulate and display information. Search engines use algorithms to generate ranked web pages via a results page based on a number of ranking factors and signals.

Alt Text – A text description of an image displayed by a web browser when moving over an image. The Alt Tag is an HTML code that allows search engines and the visually impaired to better understand images.

Anchor Text – The visible, clickable text in a hyperlink is called the “anchor text”. The anchor text is generally a descriptive term which tells the user the topic or name of the destination page.

Adwords – Google Adwords is the online advertising platform in the world. Users create adverts and select and bid on keywords, paying each time someone clicks on your advertisement.

Analytics – A process of collecting and analyzing data to take future action based on what has (or hasn’t) worked.


Bot – Search engines use bots to find and add web pages to their search indexes.

Backlinks – Backlinks, also called “incoming links,” are created when one website links to another. The link to an external website is called a backlink. Backlinks are a valuable asset for SEO because they represent a “vote of confidence” from one site to another. The process of obtaining backlinks is known as link earning or link building.

Bounce Rate – The percentage of users who enter a site and then leave it without viewing any other pages.

Bread Crumbs – Web site navigation in a horizontal bar above the main content which helps the user to understand where they are on the site and how to get back to the root areas.

Black Hat – Black Hat SEO means the unethical practice of SEO guidelines. In this method, the website owner does not follow any proper guidelines of the search engine. It is used only to rank on SERPs.


Canonical Tag – Canonical Link helps the search engine to prevent the duplicate content, rank on the search engines. It similarly redirects like 301, the rankings of the duplicate content link to the primary link.

Click Bait – Click Bait is a technique used by bloggers to make users want to click on the links that they have provided.

Conversion – Conversion means converting a new visitor into a regular visitor.

Conversion Rate – Percentage of users who convert or a carry out some activity on your domain.

CPC – Cost Per Click – the rate that is paid per click for a Pay Per Click Advertiser.

CPM (Cost Per Thousand impressions) – A statistical metric used to quantify the average value/cost of Pay Per Click advertisements. M – from the Roman numeral for one thousand.

Crawler – A web crawler, also known as a bot or spider, is a program which automatically on the World Wide Web, index the data or structure it.


Deep Link – A deep link is a link which redirects you directly to the particular page and not to the main / homepage of that website.

Disavow Backlinks – Disavow means to deny something. If you do not want any backlinks or incoming links from any specific websites, you can inform Google, and it will not take that particular link into consideration which ranking your page on the SERPs.

Domain Name – the Domain name is a unique name of your website. You can purchase it from any top domain registrars at a good price.

Doorway – Doorway pages are the pages with the only purpose of spamming the search results and thus generating more traffic. It redirects the user to the different part of the website where ads are shown to make more money through high traffic.

Do-follow – A link that doesn’t use the “nofollow” attribute. In other words, a link.

Domain – A website address – typically ending with .com, .org, or .net. For example: www.amazon.com is the domain of this website.

Domain authority – The overall “strength” of a website, built up over time, which can help a new page rank well quickly, even before that content has earned links or engagement.


External Links – the External link is a link which takes you to a different domain link.


Frames – Frames is a web page design where multiple pages or documents appear on a single screen.

Featured Snippet – For certain queries, usually questions (i.e., who/what/where/when/why/how), Google shows a special block above the organic search results. This box contains a summary (in the form of a paragraph, list, table, or video), as well as the publication date, page title, link to the webpage from which the answer originated, and URL.

Footer Links – Links that appear in the bottom section (or “footer) of a website.


Google Adwords – Google Adwords is search engine advertising.

Googlebot – Google’s spider program.


Heading – Heading tags (H1-H6) separate content into sections, based on importance, with H1 being the most important and H6 being the least important.

HTML – (Hyper Text Markup Language) directives or “markup” which are used to add formatting and web functionality to plain text for use on the internet.

Hidden Text – text that can’t be seen by a user that is intended to manipulate search rankings by loading webpages with content-rich keywords and copy.

Homepage – Introductory webpage, of a website.

HTTP – The Hypertext Transfer Protocol is how data is transferred from a computer server to a web browser.


Index – A database of  Webpages and their content used by the search engines.

Inbound Link – (inlink, incoming link) Inbound links from related pages are the source of trust and page rank.


Keyword – The word or phrase that a user enters into a search engine.

Keyword research – The process of determining which keywords are appropriate for targeting.

Keyword density – The percentage of words on a web page which are a particular keyword. If this value is unnaturally high the page may be penalized.


Landing Page – The page that a user lands on when they click on a link in a SERP.

Link – An element on a web page that can be clicked on to cause the browser to jump to another page or another part of the current page.

Link Building – Actively cultivating incoming links to a site.

Long Tail – longer more specific search queries that are often less targeted than shorter broad queries.


Meta Description – Statements within the HEAD section of an HTML page which furnishes information about the page. META information may be in the SERPs but is not visible on the page. It is very important to have unique and accurate META title and description tags, because they may be the information that the search engines rely upon the most to determine what the page is about.

Metric – A standard of measurement used by analytics programs.


No follow – Links can be provided in HTML code together with a nofollow attribute. This attribute ensures that search engines cannot follow the link and therefore the link will not be classified as a backlink.


On-Page SEO – These activities all take place within a website. In addition to publishing relevant, high-quality content, on-page SEO includes optimizing HTML code (e.g., title tags, meta tags), information architecture, website navigation, and URL structure.

Off Page SEO – Demand generation and brand awareness activities that take place outside of a website. In addition to link building, promotion tactics can include social media marketing, content marketing, email marketing.


Page Rank – According to Google: “PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site’s PageRank.

PPC – (Pay Per Click) a contextual advertisement scheme where advertisers pay add agencies (such as Google) whenever a user clicks on their add. Adwords is an example of PPC advertising.

PPA – (Pay Per Action ) Very similar to Pay Per Click except for publishers only get paid when click-through result in conversions.


Redirect – Any of several methods used to change the address of a landing page such as when a site is moved to a new domain, or in the case of a doorway.

Robots.txt a file in the root directory of a website use to restrict and control the behaviour of search engine spiders.


Sitemap – A page or structured group of pages which link to every user accessible page on a website, and hopefully improves site usability by clarifying the data structure of the site for the users. An XML sitemap is often kept in the root directory of a site just to help search engine spiders to find all of the site pages.

Static page – A web page without dynamic content or variables such as session IDs in the URL. Static pages are good for SEO work in that they are friendly to search engine spiders.


Text Link – A plain HTML link that does not involve graphics or a special code such as flash or javascript.


URL – Uniform Resource Locator – aka Web Address


White Hat SEO – SEO techniques, which conform to best practice guidelines, and do not attempt to manipulate SERPs.

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