SEO Glossary


Search engine optimisation (SEO) speaks a language that not everyone understands. What is the difference between CTR and CPC? Why should my hat be white and not black? Why is everyone talking about penguins and pandas all of a sudden?

Thousands of digital marketing terms exist so we don’t expect you to know every single one. What we can do is provide you with a comprehensive SEO glossary of terms that will help you to better understand the world of internet marketing.

This A-Z listing provides up to six terms per letter. There are too many terms to list in one place – but these are some of the most important SEO terms we use every day.

SEO Glossary

# | A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z


301 Redirect: 301 redirect is a clever way to make sure one webpage links to another. If you change your website location then apply a 301 redirect to ensure the old address points to the new one. This allows people to find your website and for search engines to update their index.


Alt Tags: Alt tags, otherwise known as attribute, are used to strengthen the message towards search engines for website images. For any image on your website, you should include an alt tag to describe what’s shown. Browsers are blind to images, so an alt tag will give your images relevance.

Anchor Text: Anchor text is the visible, clickable link text that is found on your website. SEO best practices suggest that the text should be relevant to the keywords you want to be found for through search engines.

Algorithm Update:
Google ranking updates designed to ensure users are getting the most relevant results based on their searches. Previous updates include the panda, penguin and hummingbird algorithms. See our website design services to prepare you for Google’s impending mobile-first update.

Google AdWords is a platform used to generate targeted paid search campaigns that appear in front of your audience in SERPs.


Bounce Rate: Bounce rate is number of visitors who navigate away from a website after visiting only one page. The lower the bounce rate, the better the result.

Blogging for your business: A discussion section of your website used to publish topical news. This is a great way to generate interest in your business and target readers with keyword specific content. For blog content ideas, visit our blog.

Black Hat SEO: Black Hat SEO is the process of manipulating Google’s terms of services in order to rank higher in search engines for terms related to your business. There are different SEO techniques used to rank on Google, which don’t manipulate the algorithm. Find out more about black hat SEO on our blog.

Backlinks: A follow link back to your website from a third-party website. Google sees this as a recommendation and the more authority the website has, the more relevance it passes to your website. This is Google’s number one ranking factor.


Content Management System (CMS): Content Management Systems (CMS) are used to manage website content. We use WordPress SEO as this is known for higher rankings websites, personalised customisation and technical features.

Content Marketing: Online content that is published in the digital landscape that does not directly promote your brand but is intended to stimulate interest in a particular product or service. This can be presented in the form of text, video, images or infographics. See our content marketing services for all the details.

CSS: CSS stands for Cascading Style Sheets which is used to describe how HTML is displayed on a webpage or other media. This saves a lot of time and can control the layout of multiple pages.

Canonical: A canonical tag is a way of telling search engines that a specific web page is the original copy of that content. This is a simple method to combat duplicate content issues across all SERP’s.

Cost Per Click (CPC): This refers to how much you will pay for each time someone clicks on your PPC marketing campaign. We offer comprehensive PPC services and tracking designed to ensure you get the best value for money on all your ad campaigns.

Click Through Rate (CTR): Click through rate is the proportion of visitors who click through to your web page.


Directory: Online directories are great places to list your local business to improve your click through rates and to secure a follow link back to your website (see link building).

Digital Marketing: Marketing your business online through a variety of digital mediums, such as social media, PPC, link building and website optimisation.


Email Marketing: Email marketing is the act of sending promotional content to subscribers using a targeted email marketing campaign. The best email marketing services are personalised and customised to convert readers.

E-commerce: A website designed for selling goods online and generating business. These businesses usually exist in either a business to business (B2B) or business to consumer (B2C) market.

Evergreen Content: Evergreen content is content that will always remain relevant to search – no matter how much time passes. Interesting and relevant content is essential when it comes to been found by search engines. For examples of evergreen content, see our blog.


Facebook Marketing: Marketing your business using a business account to send out promotional messages and targeted posts. Facebook Advertising can be used to reach multiple audiences across social media.


Google Analytics: Google Analytics is web analytics service provided by Google allowing you to track the progress of your website. Monitor traffic, trends and specific goals, such as contact form completion and referrals.

Geo-targeting: Geo-targeting is the process of delivering content that relates to a specific geographical location.

Google My Business: Local listings on Google, including a robust, feature rich description of your business. This can be used to supercharge your local SEO and put your business in front of searches looking for location specific businesses.


HTML: Otherwise known as Hypertext Markup Language, HTML is the standard markup system used to create webpages.

Hashtags: Hashtag, written with a symbol # followed by your choice of keywords on social media. Search this specific term and all posts related to this hashtag will appear. This makes it a great way to engage with people who may be searching for relevant content.


Instagram Marketing: Instagram Marketing is all about the power of the picture. A visual social media platform used to publish images relevant to your company, such as a new product launch or discounted service.


Keyword Stuffing: The practice of stuffing a whole webpage with keywords you are looking to rank for. Google considers this spam content and unnatural from a search prospective. The best way to rank is to use keywords in a natural formation.


Link Building: Link Building is the process of building a selection of hyperlinks pointing from a third-party website to your own. Best practice is to prioritise high authority websites, over quantity alone.

Local SEO: Local SEO is different to other SEO campaigns, as more people than ever are searching for businesses in their location. This is the process of ensuring your websites comes out on top for local searches, including local business reviews, location-based landing pages, citations etc.

Long Tail Keyword: Long Tail Keywords are longer key phrases, usually three to four words, which are directly related to your business. People who tend to use these will know exactly what they are searching for online.


Organic Traffic: Organic traffic is the one all marketers strive to achieve. This is website traffic arriving at your site from search engines, such as Google or Bing.


PageRank (PR): PageRank is an algorithm used by Google to rank webpages in the SERP’s.

Pay Per Click (PPC): Pay Per Click is a means of advertising marketers use to direct traffic to their website and for every click, they pay a cost. The best PPC services monitor ad spend to ensure you achieve a positive return on investment.

Plugin: A plugin is software that is added to your website to increase functionality and improve user experience. We use the Yoast SEO plugin on all our WordPress websites to ensure best practices are followed at all times.


Remarketing: Remarketing advertising helps you target people who have previously visited your website. Visitors can see your ad on different locations across the internet as part of Google’s Display Network, with links through to your products and services.

Responsive Website
: A website optimised for all devices, including desktop, mobile and tablet. It saves readers time and best of all, Google favours websites that are responsive to all devices.


Social Media Marketing: The process of marketing your business through social media marketing platforms, such as Facebook, Twitter, Instagram, Snapchat and LinkedIn. All require a unique approach to ensure you increase brand awareness online.

Search Engine Optimisation (SEO): Search engine optimisation is the process of optimising your website to ensure it ranks highly in Google’s SERP’s and is seen by the most visitors.

Schema Markup: Code placed on your website to help the search engines return more informative results. Adding Schema Markup to your HTML will enhance your website results by using rich snippets that are displayed below the page title.

SEO Audit Tool: A tool used to analyse your website performance currently. Our free SEO audit tool gives you a breakdown of what is working and what can be improved with SEO recommendations.


Twitter Marketing: Twitter marketing is using the Twitter channel to generate maximum exposure for your business. It encourages users to use paid and free applications to achieve their online goals.


User Experience: The overall experience of someone using a particular service such as a website or online application. Improve user experience to increase conversion rate and make it easier for Google to crawl your site.

URL: The address of your website. This should be optimised using relevant keywords to ensure your website is found in SERP’s.


Video Production: A video that incorporates your brand messages. Producing high quality video marketing is essential in converting clicks to customers.

Voice Search: Voice search is a voice recognition software that generates search results based on your command. This has changed the game of keyword research for SEO – always optimise for voice search.


WordPress: A popular content management system used to publish content across the internet. WordPress powers over 27% of the entire internet making it a great platform to host websites.

White Hat SEO:
White Hat SEO refers to any optimisation that improves your website rankings following Google’s best practices. Through using white hat techniques, we have generated page one results for our clients.

WebCrawler: This is often referred to as a spider which crawls the internet, typically for the purpose of indexing websites and positioning them in the rankings.


XML Sitemap: A sitemap is the model of a website’s content designed to help both users and search engines navigate through pages of content.

SEO Glossary last updated: 26/09/2017