Ultimate List of SEO Terms (A-Z)
SEO is a quite huge field as it can range from creative content writing to technical aspects like coding or xml sitemaps etc. So you might find yourself confused at times when you hear people referring to SEO terms which sometimes can be quite new for even experienced professionals.
Alphabet - A
AMP – Accelerated Mobile Pages
Algorithm updates are updates to Google’s algorithm, also known as the “secret sauce” or “core ranking algorithm”. These are also known as Google’s “quality guidelines”, which outline what Google thinks is best for users. Algorithm updates typically focus on one particular aspect of SEO, but they can affect many different areas of search marketing.
Page Layout Algorithm – January 19, 2012
EMD (Exact Match Domain) – September 2012
Hummingbird – Google’s 15th birthday in 2013
RankBrain – October 26TH, 2015
Mobilegeddon – April 21, 2015
Fred – March 7-8 of 2017,
Intrusive Interstitials Update – January 10, 2017
Penguin – September 23, 2016
A relative link is used when you want to link to a file, HTML page, image or anything else that is a part of your website. It will not lead to the top level domain of your site, so it does not show how deep you are in the directory structure. Example: Usually, the absolute URL is found in the text inside the quotation marks.
An algorithmic penalty is a phenomenon when your website gets suppressed in the SERPs reducing the search rank of your keywords. It also happens that you can be affected by a manual action performed by Google Webmaster Tools team or you can get hit just because one of your competitors did something wrong.
The alt tag (also known as “alt text”) is a tool that web developers use to describe images for accessibility reasons. It is also used by search engines and screen readers when an image is not available, which improves the quality of your SEO. There are no guidelines that require the alt tag, but there are also no rules that prohibit their usage either — thanks to Tim Berners-Lee . Optimize your images for Google’s image search by using keywords in the image alternate text.
A hyperlink’s anchor text is what people click on. In terms of SEO, it is best to use natural language and avoid exact match, overly spammy and keyword-rich texts while linking to other sites.
AS – Authority Site
A site which is trusted by its users and that authority is recognized in the eyes of its industry. An authority site has a trustworthy purpose webmasters tend to trust it and link to it. Because of these links, the site becomes more popular and reputable website, which is a quality every business wants to achieve. For users, these sites are the ones they trust not only because of the author’s expertise, but also because other industry leaders trust them too.
Alphabet - B
Bait and Switch
In SEO, the term “bait and switch” refers to black hat techniques which you use to trick search engines. In SEO-speak, bait and switch means a search engine optimization technique where you use certain content on a webpage to rank high in the SERPs. Then, after you are satisfied with the rank, you replace that content (which usually wouldn’t be able to get a good rank) with something else.
Also often called inbound link, backlinks are the links that point to your website from another website. Backlinks are one of the most crucial ranking factors for a Search Engine Optimization campaign. However, you need to also keep an eye on your competitor’s backlinks (the sites pinging your site) so you can keep ahead of your competition! The most effective links have both high link authority and relevance. One of the most important factors to consider when looking at the page rank of a specific website is the number of backlinks.
Among the most popular search engines in China is Baidu. This Chinese search engine gets nearly 70% of all searches in China. A billion queries are executed on Baidu each day with a local market share of 67%, making it the top search engine brand in Asia. Baidu has almost the same features as Google
Black Hat SEO
Black Hat SEO refers to techniques that try to manipulate search engines in order to improve rankings; these tactics create content that does not comply with the search engine’s guidelines. Black Hat SEO usually refers to a vast set of tactics including keyword stuffing, cloaking, using paid links, doorway pages, over-optimization and hidden text.
What is Bing?
Bing is a smarter search engine that’s personalized to help you spend less time searching and more time doing. Bing is a search engine owned by Microsoft and is currently used by 3.26% of the world’s population. 87% of Bing users live in the United States, and slightly more than 25% of people who use the internet search through Bing.
What is Bounce Rate?
A website measurement that shows how many visitors came to your website and then left immediately after without taking any actions, browsing any of your other pages, or discovering your content. As a general rule, the lower your bounce rate, the better. A high bounce rate (over 70%) is a cause for concern, and can be caused by many different issues like slow page load, low-quality content, unresponsive landing page, using too many advertisements, tourists not finding your page important to the keywords they searched for, and so on.
Blog commenting was a very popular link building strategy where you’d leave a comment on someone’s blog and include your own hyperlink. These days, this tactic is cause for debate. Since it’s over abused, and people massively spam blog articles leaving links and irrelevant comments everywhere, comment sections now apply a nofollow to links. Google also put a stop to this practice by penalizing irrelevant sites with links and by taking off the link equity from pages that have a huge number of links. Generally speaking, it hurts you more than helps you to use this tactic. However, there are still cases where this is appropriate. A valuable comment on a blog article can help you build relationships within your niche and lead to guest posting opportunities. You will not get any link equity, but you can expect traffic increase.
Branded keywords are words and phrases that include your company or brand name and variations of it. There’s a lot of debate over whether including branded keywords will help or hinder an SEO campaign. While SEO pros will point to the effectiveness of good page titles, meta descriptions and content to rank organically for branded words, others believe that Google intentionally ranks pages higher if they include brand name keywords in their title tags.
Brand mention link building is a link-building method in which you search for web pages that mention your brand, service, product or personal name without linking to you. You then reach out to these websites (or those that are relevant and have a decent domain authority to be precise) and ask them to add a backlink. The chances of the website you’re contacting giving you a backlink are very high, so this is a tactic that has a high return on investment. You can use Google Alerts to follow all the news related to your brand, service, or product.
Broad Match Keyword
Broad match option is a keyword matching option in Google Ads. If you use broad match for a keyword, your ad will show up for searches containing that keyword or a similar one. These include phrases, singular and plural forms, misspellings, synonyms, stemmings and related searches.
Breadcrumb navigation is a great way to help users understand where they are on your website. It’s useful for both users and search engines, especially if you have a large site with pages spread out on different sections of the site. These can also appear in search engine results pages (SERPs) instead of the usual site URL. It creates links that are readable and user-friendly. If you have a WordPress website, you can set this up with the Yoast plugin. Example: Home>home>kitchen>knives
Alphabet - C
When you’re running a website, it’s not uncommon to have duplicate content. Unfortunately, search engines don’t know which one of the duplicate content to show in their results. This is why you need to pick one page as the original and set a canonical URL on all the other pages pointing to the original.
This you do by using a canonical tag (rel=”canonical”) in a piece of code that looks like this <link rel=”canonical” href=”www.seoglossary.com” /> in each one of the copy pages. When it comes to the search engine, this merges all the pages into one.
CTA (Call To Action)
In website design, a call to action (CTA) is a trigger (usually a button) designed to elicit an immediate response from a website visitor. These triggers use commanding words like Buy, Register, Write Now, Call, Sign Up that persuade visitors to complete a certain action.
Optimizing your landing page by having a clear call to action will improve SEO, as your visitors will know what to do next, thus increasing their time spent on the website and reducing bounce rates.
Cascading Style Sheets
CSS (Cascading Style Sheets) is a language that defines the look of the HTML document. By using CSS we are able to determine an element’s size, setup links, as well as the font style. CSS is a powerful style language used to control the look and feel of each element on a web page. It can be used to set up interactivity, animations, responsiveness, fonts, and more.
Clickbait is a link/title used to get people to click on it. Clickbait can be either a link or title that is meant to entice the user to click on it. This kind of link plays on user’s curiosity since it uses anchor text or headline tags. Using clickbait might increase traffic to your website, but think first if it is appropriate for your particular niche.
CTR – Click Through Rate
The number of people clicking on your display ad after it has been displayed in the SERPs. Taking the number of clicks divided by the number of impressions, the CTR is calculated.
Competitor analysis is a keyword research method to find out which of your competitors are ranking for the keywords you want to rank for and/or which ones belong to the same niche. It can also help you understand what tactics will work in your niche and what techniques you should be focusing on.
It is a very useful method for: Discovering keywords that you could use. Discovering new backlink opportunities. Getting content ideas. getting ideas for what to include in the title and description of your search results
Content can be interpreted in a variety of ways, as it holds different meanings for users and companies. But in its most essential form, content is the information on a web page. Whether that information is text, images, videos, or animations; all of these factors combine to generate an experience for users.
Content marketing is a way of using high-quality, valuable online content to market your business (in the form of video, audio, or text). It’s all about generating interest and being considered a trustworthy source, so you gain visibility and increase brand awareness.
CMS – Content Management System
A CMS (content management system) is a type of software that allows users to create, publish, organize and update content on their website. Each of the CMSs have their own custom interface with tools that make them user-friendly. WordPress is one of the best-known examples of a CMS.
The trade-off in SEO is that your website can be set up in a matter of minutes by simply using templates, but you will not have any hold over the code. After the template is used, you cannot change it. On the other hand, this is ideal for people who do not wish to deal with code. There are plenty of SEO plugins that can help with SEO activities.
Content spinning is a commonly used black Hat SEO technique in which a single article is rewritten using synonyms on sites with high page rank. By using content spinning, an article can easily be rewritten 200 to 300 times. People who use content spinning claim that it’s a cheap SEO technique because a person can produce so many unique articles out of one. These articles are then posted all over the web and each one links back to the original article.
To clarify, writers will spin content in their articles so as to reduce the similarity ratio, however, if you are only doing this for a small portion of your content and are only posting it once, it is okay.
Conversion is a term that is used in getting visitors to perform some desired idea or task by giving them a specific incentive. This happens when a website visitor signs up, downloads your e-book, clicks on a link in your email or interacts with our CTA.
Conversion rate is the number of times that a specific marketing action has led to a desired goal. It is measured by dividing the number of conversions (signed-ups, calls, sales, form submissions…) by the total number of visitors or customers. Conversion rates are a key factor in determining whether you should continue with a marketing campaign or try out something new.
CRO – Conversion Rate Optimization
Conversion rate optimization (CRO) is a set of tactics focused on increasing the amount of website visitors that turn into customers. CRO is about using several techniques to increase your web page or blog visitor’s propensity to buy, register, subscribe or learn more about your service or product.
Conversion rate optimization (CRO) is a broad term used to describe improving the percentage of website visitors that convert or take action. For example, if a user visits a webpage and views product page but doesn’t buy, CRO would involve using tactics to ensure that user converts and buys.
Content syndication is simply a method where content is republished on another site. The goal is to reach new audiences, increase traffic and build quality links. The downside, however, is the fact that it falls into the category of duplicate content, meaning the other site could rank better than you on your own post if it has more authority. However, it is a relatively low-effort and possibly high-benefit tactic, where you should weigh the pros and cons before implementing it.
It is the most important, extensive articles on your website. It is a high quality document, easy to read and covers every important aspect of a topic. Usually, they are hub articles that are placed at the center of your link structure, connecting to various pages of your website. You can mark a post as cornerstone content with the Yoast plugin if you’re using a WordPress website.
CPA – Cost Per Acquisition
A pricing model where you pay for each action performed by a user. Examples of acquisition may include sales, downloads, signups, visits, or something else.
Cost Per Thousand Impressions
A cost per thousand impressions or CPM is a pricing model used by ad networks, including Google Ads, to charge you based on how many times your ads were displayed.
Cost Per Click
Cost Per Click is a payment method used by Google Ads where the advertisement price is based on the number of clicks the ad gets.
A process by which an entire website’s content/code is analyzed by the search engine crawlers. This occurs as the crawler follows all links internally and externally.
A crawl budget describes the number of your website’s URLs that Google will crawl, consisting of both crawl rate and crawl demand. Small websites are not affected by this. Larger websites should nevertheless take this into consideration as pages with outdated content that reside low in their link hierarchy (and especially if their website is not rather popular or healthy) will possibly be overlooked.
Crawl demand, which is part of the crawl budget, describes how much importance the search engine places on a specific URL. The deeper in the link structure the page is (more than 4 clicks from home page for example), the less important it is.
Crawl depth is the measurement of how many pages a search engine has indexed for your website. Check this by testing your page depth, which means see how many clicks you need to reach a page starting from the home page. As the page’s location becomes deeper, the harder it will be to rank high in the search engine results pages. This problem can be reduced by using breadcrumb navigation and internal linking.
Crawl Rate Limit
Crawl rate limit is a technical limitation imposed by Google on the number of pages that they can crawl per day. This number can be further reduced if Google does not find your website particularly relevant.
The crawlability of a website refers to its ability to easily navigate, understand, and efficiently index its contents. The crawlability of the site can be improved by creating an XML and image sitemap, avoiding orphan pages through internal linking, and optimizing images, videos, and redirects properly.
Crawler is an algorithm used to scan and analyze websites in order to both rank and index them.
Linking between domains that belong to the same company or person. As long as the websites are topic-related and don’t have many links, there shouldn’t be a problem. An exact match anchor text and site-wide linking should be avoided to reduce the risk of being penalized.
It is content that we did not create, but we believe is relevant and valuable for our visitors. Then we organize it and present it to them. The intention is to create a knowledge-hub the users will frequent frequently to get information in their niche, making you an expert and an influencer.
Alphabet - D
Data is the term for information that has been gathered from a sample, usually part of a larger bulk. In SEO data refers back to any analytical information used to analyse visitor browsing habits and interactions with our website.
De-Indexing is a process that takes place within a search engine. It is the act of taking a web page, blog or site out of the search engine’s index making it unable to appear in the search engine result pages. This is achieved by setting the robots meta tag in HTML to “noindex”.
The reason for not including a page in your index could be that you have a page that does serve a purpose, but that is not ranking well. Examples of these pages include login and thank you pages.
A dead-end page is a web page that has no links to or from it. If you have a website without any links, your visitors and search engine bots will have no other option than to leave the site. You can avoid this by including navigation links in your header/footer, breadcrumbs or links suggesting the next step for the visitor.
Deep linking is a method used to associate internal links within the website content with high quality relevant landing pages. Basically, any deep link is one that leads from one web page to another on the same website. These are generally used in calls to action or within blog posts, where a link to more detailed content can be found within the post.
Spreading link equity to your web pages is an important SEO method to extend dwell time and engagement. The keywords on each page will most likely be different, but topically similar, and linking between them will improve overall page relevancy.
Direct traffic is the number of visits to your website where the visitor typed in your exact web address (URL) into their web browser.
Not all backlinks are good for your site. Backlinks from untrusted and unrelated sources are considered a bad thing and can get you penalized or at least affect your SEO negatively. It is where Google’s Disavow link feature comes in. It lets you inform Google that you do not want a particular external link to be considered when a page is being ranked.
A dofollow link is a link from one website to another which lets the search engine bot follow it. Most – if not all – links on the web are dofollow links.
It’s the location of your website, typically displayed as either a domain name or an IP address.
Domain Authority shows how well a website is performing for its subject area or industry. This metric from Moz measures how well the website will perform in the SERPs and how competitive it is compared to other websites in its niche.
Get more links from reputable websites if you want to improve yours.
A domain name is the text typed into the browser address bar in order to go to a website (www.domainname.com). Since it is one of the ranking factors in Google’s algorithm, it is a good idea to optimize it.
A doorway page is a web page which ranks highly on search engine results pages (SERP) for particular search phrases and keywords, but the actual content has low-quality pages. These pages are designed for generating revenue from ads and affiliate links.
DuckDuckGo is a search engine that puts an emphasis on user privacy and does not use personalized search results. It means that users are not profiled and they all receive the same SE results for the same search term. About 50% of DuckDuckGo’s daily users are from the United States, and 45% are European.
Duplicate content is a substantial block of content that appears on more than one web page (within the same domain or across different ones, such as a category page and an article page) without altering at least part of the text.
If a search engine bot scans for duplicate content, it will not be able to determine which domain is more relevant to the topic. Duplicate content is also a common occurrence on a page. Examples include having a separate mobile site or a local website. If this is the case, you should pick one page that will be the original and add a piece of code (rel=canonical) to all of the others that points the search engines back to the original version.
This is the amount of time the visitor spends on your site after he has clicked on it in the SERPs. The longer the content, the better it appears to be since it indicates that the visitor found it relevant and engaging. A very short dwell time is considered a bounce.
The URL of a web page where the content is stored in a database and retrieved by a user query. This page can only have one HTML file, but content will be unique every time the database is queried. This is why the URL changes whenever a query is made. There are no useful characteristics to these URLs because they include links with link parameters.
Alphabet - E
Those links offer the same benefit as a citation, in that the author of the content has credited you as a trustworthy source of knowledge on the subject and believes that their readers will find the link useful and valuable. They are part of a strong link profile and they are not paid for nor requested, which are the best backlink you could wish for.
Another link building technique that involves using a link to a company, person, or organization in your content, then contacting them in hopes of receiving a reciprocal link.
Email outreach is an important part of the link building process that consists of finding backlink opportunities and then contacting the site to have them link to one of your web pages. Backlink opportunities could include:
EMD – Exact Match Anchor Text
Exact match anchor text is the term given to a keyword phrase used to link from one page to another. Example: An exact match anchor text for this glossary would be “SEO glossary”.
Exact Match Keyword
Exact match keywords” is just one type of keyword used with Google Ads. Exact match keywords are keywords that you target your ads to match exactly how the user searches for them.
An expert document is a web page with links from many other sites, that has enough information on a topic to be considered an “expert”. Think of this as a hub with many informational wiki-style pages linking to it.
EAT – Expertise, Authority & Trust
Google considers factors of page quality that influence ranking. You can increase your E-A-T score by ensuring that your site has enough content and that it gets updated and edited frequently (remains fresh). Having a good user experience. Have a good online and website reputation (be used as a resource by relevant websites). Provide content authors with access to information about the company.
Alphabet - F
An favicon is a small icon (16x16px) that represents your brand, business, or website, displayed on browser tabs, search histories, and bookmarks. It used to be that they were displayed next to organic and paid search results, but that practice has been discontinued. While a favicon does not directly influence SEO, it does improve usability, leading to increased user engagement metrics, which are considered ranking factors (such as page views, return visits, conversion rates).
A featured snippet is a specific type of Google SERPs listing that contains a summary block of text and a link to a page on the site. Any word/phrase that matches a question people might be asking—a frequently asked question (FAQ) or common question—can trigger use of the featured snippet format. Through structured data, we can help Google better understand our content, thereby helping us get our content listed as a featured snippet.
However, Google determines programmatically which website best answers the question and displays it. With the nosnippet tag we can prevent Google from using our website as a featured snippet, however this will also block the display of descriptions under your SERP listing.
Freshness is one of Google’s ranking signals and when used properly, can help content rank higher. There are some kinds of content that don’t need to be updated every day, but there are others where content like news, trends, hot topics, updates, and recurring events need regular refreshment.Google measures the search volume trends and spikes for a keyword’s relevance before determining its freshness.
Alphabet - G
Geotargeting is a method of targeting users based on their geographical location. This is usually done so you can show different content or advertisements to your visitors according to their location.
Google Ads, previously known as Google AdWords, is a pay-per-click advertising service developed by Google where advertisers bid on keywords in order for their ads to appear whenever users type those keywords into the Google search engine. The ads themselves can appear in either text or image format, and are charged for each time a user clicks on them.
This is what Morningscore tries to save you money on by helping you improve your SEO and showing you its value to paid traffic from Google Adwords.
Google Alerts is a content change notification service run by Google, specifically to notify you about the appearance of your content on the Web. You can follow various keywords and phrases and get e-mails when new content is indexed with those keywords.
Your name, services, products, and company names are some of the keywords you can track. You can use this for reputation management or link building. You can also monitor your competition and keep an eye out for changes to their content.
The Google Analytics service is a web analytics platform that tracks and reports website traffic. It is used by all the biggest websites and was created by Google themselves. After you add the tracking code to your website you will receive detailed information about your website traffic.
There are many options for segmentation. With it, you can collect information on your users, their geographic location, interests, devices they use to access your website, dwell time, and bounce rate. You can also find out how much traffic comes via referrals, how much is direct, and what percentage is organic. Finally, you can check how your website performs in terms of speed and content.
Google Autocomplete, sometimes referred to as Google Instant or implied search, is the feature of Google that offers suggestions for query completion while the user is typing in a search query. As it displays the most commonly searched phrases, it is a great source of long tail keyword ideas.
The purpose here is to manipulate Google and have a search query return the site you want even though it doesn’t match the search query. A lot of times, this is done for humorous purposes.
Example: Google bomb examples include the query of “completely wrong” returning Mitt Romney’s knowledge graph and “miserable failure” returning George W. Bush’s knowledge graph.
A blackhat SEO strategy where you create backlinks to your competitor on spammy, non-relevant websites in order to lower their ranking in the search engine results pages (SERPS).
Google made a major update to their search algorithm (known as “Fred”) that changes how it ranks content. Released in March 2017. De-rank gateway pages and websites intended for the single purpose of filling up users with adverts and affiliate links.
Hummingbird is the code name for Google’s major update to their search and ranking algorithms. Released in August 2013. It improves the search results by focusing on user intent rather than exact match keywords.
Google Keyword Planner
Google Keyword Planner is a keyword research tool that is a part of Google Ads service.
It can be used in two ways. Get keyword suggestions based on words, phrases, or a URL related to your business. Or, if you already have a list of keywords, you can get data including the average search volume for the last year and the expected number of clicks and impressions for the next 30 days.
This web service offers traditional road maps, satellite imagery, 360-degree street views, and route planning. Listing your business here is very important for your local SEO as it increases your chances of being shown in a rich result called the local map pack. You get listed by having a properly set up Google My Business account.
Google Mobile-Friendly Test
Over the past few years, Google has placed increasing importance upon responsive, mobile-friendly websites. Mobile friendliness became increasingly important ranking factor as more users browse from mobile devices and Google sets high standards for good user experience.
Test your website’s mobile-friendliness using https://search.google.com/
test/mobile-friendly. You will receive a detailed report and score and a list of issues to fix.
GMB – Google My Business
With Google My Business, you can create and update your business listing. Information you enter here will be used to show up in local search results and show your business on the Google map. This will also be used to show the Business panel in the SERPs to the right of the traditional search results. These panels will display images, map locations, user-generated content (reviews), information about your business’s opening hours, phone number, website, and possibly even a knowledge graph useful to your business.
Google PageSpeed Insights?
Tools developed to analyze your
website’s content to figure out
how fast it is and show you how
you can speed it up.
Test your page speed using
The Google Panda update was launched in February 2011, and is a major algorithmic update to Google’s search and ranking system. The focus of this update is on the quality of the website’s content (low-quality content = less visibility).
A penalty is a negative impact on your website’s ranking in search engine results if you don’t follow Google’s guidelines. When you do something from the list of Google’s Webmaster Guidelines, you don’t get penalized. But when you break these rules, your website can suffer a penalty.
Google penguin is a major algorithmic update to Google’s search and ranking system. The April 2012 update analyzes the link profile to identify and penalize websites using manipulative and spammy links and over optimized anchor text. In addition, it affects local search rankings.
Google Pigeon is a significant update to Google’s search algorithm, released on July 24, 2014.This big update connected Google Web Search and Google Maps together and started using location as a key factor in ranking results.
Released in October 2014. Google Pirate is a major algorithm update to Google’s search engine and ranking system. It is designed to penalize sites containing pirated content, as well as Google results which direct users to those sites.
RankBrain is a major algorithmic update to Google’s search and ranking system, released in October 2015. RankBrain is a machine-learning based system that is part of the Google Search Algorithm. From an SEO perspective, RankBrain helps filter out spammy queries and helps interpret vague search queries.
GSC – Google Search Console
Google Search Console, or as it’s known, Google Webmasters Tools (previously known as Google Analytics) is the set of free tools offered by Google. You can track the performance of your website with it, submit sitemaps, see if any manual penalties have been set on your site and verify whether all your pages have been indexed.
Some of you might be confused about the upgraded interface.
Google Trends is an online tool that shows the popularity of search terms over a period of time. It uses graphs to represent the trend of searches for different keywords or phrases. This can be helpful when creating a strategy since keyword popularity tends to fluctuate throughout the year. When the popularity and search volume peaks, you can create content.
Google Webmaster Guidelines is a collection of best practices that Google suggests to use when doing Search Engine Optimization (SEO) for your website. Written by the Google team, Google Webmaster Guidelines help you create quality content optimized for search engines and to get higher rankings.
Google’s Mobile Friendly Update
On April 21, 2015, Google announced a major update to its search algorithm that would affect mobile-friendly websites. This update was meant to penalize any website that was not optimized for mobile viewing or put otherwise, penalize any website that had a difficult time being accessed with smaller screens. This update was aimed at the mobile environment and is part of a push by Google toward user-friendly content .
Google’s Related Searches
The related searches are found on the bottom of the organic Google search results. When you search for something, these eight suggestions are shown at the bottom of your SERPs.
SEO practices that are technically allowed, but ethically questionable.
Among these practices is link buying/selling. Practically untraceable when purchased within your niche, this practice will not get you punished, but it is not considered ethical. Just the same goes for buying likes and shares on social media.
Guest posting is a link building technique where one contributor writes a blog article or produces a piece of content, attaches their own website to it, and then another website publishes that article and gets links to its own website. It is important that the website you choose matches the topic of your website. The search bot may be confused by backlinks from unrelated websites when trying to determine your website’s topic and relevance.
It’s basically a link building strategy where you reach out to websites with an infographic on the same topic, and ask them to use your infographic to supplement their page. In exchange for a backlink to their site, they will add a byline that credits your site for the infographic.
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Content that is included within the code but that is not visible by the user is referred to as hidden text. It has been used to manipulate rankings, mostly by keyword stuffing, and is therefore considered a black hat method. Examples:
Having text appear behind an image by using the CSS. Using CSS to minimize the size of the text element and hiding its overflow
A website hit is any call generated from your website files to the web server to retrieve files like page HTMLs, images, videos, graphic file formats, buttons and other elements. A website page has an average of 15 hits.
The first page that loads when a visitor types in a web address that consists only of a domain name. We use the home page the most as it’s the first page of the website.
The hreflang attribute
is used to mark up pages of a multilingual site in order to help search engines detect the right country versions of these pages. If you use this attribute, you can ensure users see the page in the appropriate language based on the language they use in their query.
You can also use them to find duplicate content. The website may have the same content in different locations (e.g. UK and USA), with small variations such as currency. In this way you tell Google which language or location this page is optimized for.
You must keep in mind that you still need to build links to ensure each webpage has enough authority to appear in the desired location.
Heading tags can be used to create structure on a webpage. Heading tags are often used to mark titles and subtitles. They can also be used for merely emphasized text. There are six heading levels in HTML – H1, H2, H3, H4, H5, and H6. Each heading correlates to a heading tag. More important the heading, the higher the level. These are the simplest way to communicate to readers and spiders what we believe is the hierarchy of content according to importance.
Font size should be defined through CSS, not using them is not recommended.It is always a good idea to keep the headings in the right order. Don’t use an H4 unless you are also including an H2 and an H3.The H1 identifies the title as the most important element of your page, and you should only use one.
An HTML sitemap
is a document that contains links to all of the pages on your website. An HTML sitemap is intended for visitors, not search engines. The sitemap is presented in a bulleted list format, displaying a list of all the pages on the site. It displays the website’s hierarchy and helps visitors with navigation. In the development phase, it helps ensure a strong structure that will both spread link juice efficiently and make sense to the visitors browsing the website.
They do not carry the same weight in SEO as XML sitemaps, but they have some SEO value. These days, however, they are increasingly rare and are barely needed when you have a small or midsized site. They do not carry the same weight in SEO as XML sitemaps, but they are still of some value in SEO. In contrast, they are becoming increasingly rare and are not really necessary when you have a small or medium-sized site.
HTML Source Code
HTML (Hypertext Markup Language) is the language used to build web pages and applications. HTML source code is readable by humans only, and it is the only way to make changes before the compiler translates the code into what you see in your browser.
The source code can be viewed in any browser (right click + Inspect in Chrome and right click + View Page Source in Firefox). Use a plain text or code editor if you wish to modify it. The bulk of SEO technical work is carried out in the HTML code.
A hub page is a one-page website with links to the most relevant and helpful websites in its niche.
Hyperlink is the fundamental technology for navigating between web pages. Without it, you would be forever reading through simple, linear strings of text on one page at a time. By clicking on a link, you can open up another web page and then click another link to go to another page, and so on.
Hypertext Transfer Protocol
Hypertext Transfer Protocol or HTTP is the main protocol on the Web that lets us display and receive data. Optimizing your site for SEO means using HTTPS instead of HTTP.
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Image filenames are unique identifiers used to identify images in a file system. This consists of the name and file format that we assign ourselves. Your filename gives you the chance to tell the crawlers about your image’s content.
Be readable by humans (don’t call your picture IMG_025.jpg).
Try and keep it as brief as you can while being as descriptive as you can.
Do not use stop words such as a, the, it, and so forth.
Use a unique name (shoe1.jpg, shoe2.jpg, shoe3.jpg won’t help much).
Include keywords. Use hyphens “-” instead of underscores “_”
Image SEO is the process of optimizing all the images on a website (or blog) so you can increase content relevance, search engine visibility, and screen reader accessibility.
This you do by: making sure the file is the right size so it doesn’t slow down the website. Using descriptive file names. Describing the content of the image in the alt tag. Creating image sitemaps
An image sitemap is an XML document containing all the images on your website that you wish to have crawled and indexed. The sitemap can be either a separate file or an addition to the existing XML sitemap.
In HTML, the image title attribute can be added to the image tag. The title will be shown in place of the image if the former cannot be displayed. However, it does improve your site’s accessibility, and it does not affect your site’s ranking currently.
In HTML, the image title attribute can be added to the image tag. The title will be shown in place of the image if the former cannot be displayed. However, it does improve your site’s accessibility, and it does not affect your site’s ranking currently.
The index is a search engine database that contains information about all the websites that the crawler could find. If a website is not included in the index, it will not appear in the SERPs. You can check how well your website is indexed by entering the URL in Google’s Search Console. All the pages on your website that have been indexed will be shown in the results.
Indexability can be classified as the important keyword that tells the search engine bots whether your website is web-friendly enough to have a good rank in the SERPs, or not. This can be prevented by setting a noindex value in the robots meta tag.
Indexing means adding your individual blog posts to the search engine databases.
The easiest way to get your website indexed is to have others link to you and then wait for SE bots to follow those links. Those interested in speeding up the process can try: Please make sure that you are not using a “noindex” value in your HTML robots tag. submit an XML sitemap that includes the missing page. Get backlinks from high DA sites as they’re crawled more often.
An infographic is a visual representation of information, data, or knowledge that helps convey complex information in a clear and understandable way.Because they present complex information in a simple way, they are more engaging than a traditional article.
These types of content get shared more, take less time to create, and are more likely to get natural links.
Internal links are the links that point to a different page on the same website. The destination of this link is found on the same website, so it’s an internal one. They help search engines understand what your content is about.
It contains not only navigational links, but also links which suggest the visitor which page to visit next. By using a good internal link strategy, you can control the structure of your website and give certain pages more importance by putting them higher in the hierarchy.
International SEO is about increasing your visibility in other languages, while your primary language stays the same. By setting up country and language detection, you can display appropriate content automatically. Here are some tips for doing international SEO:
Optimize for the most used search engine in your chosen country (for example Yandex in Russia and Baidu in China) and use its keyword planning tools. The hreflang attribute identifies the language of your web page and assists the search engine in displaying it to the correct target group.
You need to translate the HTML elements of the web page used for SEO – URL, meta description and title. You need to translate the content of the webpage, including the navigation, image names and alt tags. Change price currency based on country detection
An interstitial is a page that is displayed when a person visits your site and in between the normal web pages or posts. Example:
A pop-up or lightbox that covers the entire page and that has to be manually closed by the visitor in order to continue browsing. Access to content becomes more difficult and reduces user experience.
An interstitial immediately or shortly after a user clicks on your link in the SERPs on your mobile site can result in a penalty.
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It is also often not executed properly because JS does not behave the same as a standard / typical HTML page. As a result, search engine bots have difficulty determining what constitutes a page or what elements belong where since JS operates on different states and dynamically changes the elements of a page.
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Key Performance Indicator
A key performance indicator is a measurement that you define and use to track progress towards your business goals or objectives. Example:
Examples of KPIs in the SEO industry include monthly organic traffic, keywords appearing in the top three SERPs, retention rates, link popularity and many more.
A keyword is a word or a phrase, that is relevant to your website topic and the area it covers. Content that has keywords in it helps spiders categorize and display your website at the right time.
Keyword (not provided)
The Keyword (not provided) is a keyword status in Google analytics.
In the organic traffic section of the Acquisition report most of the keywords are marked with (not provided). When a Google user is logged into their Google account, the keyword they enter becomes encrypted to protect their privacy.
This is very useful information for those who want to figure out what keywords will drive the most traffic to their websites. Fortunately, there are a few ways to get insight on some of these keywords:
Go to Google Analytics > Acquisition > Search controller>Queries to see the Search Query section. Go to the Google Search Console and look at the query list (performance report).
Keyword analysis is the process of evaluating all the keywords that you are currently using and those that you discovered during your keyword research.
The metrics that matter for you are search volume, cost per click, competitiveness, and current SERP ranking position. You can include a desired SERP position and group keywords based on search intent.
Keyword Cannibalization occurs when you are using the same keyword for multiple pages on your website. This harms your SEO as you compete for rank positions and traffic with yourself.
The keyword categorization process is simply the process of grouping and classifying the keywords on your website (or within a topic area of your website) into cohesive groups based on user intent and search context. Keyword categorization is a way to segment search engine queries into broad categories that represent the key stages of the sales funnel. This process can tell us which keywords users are querying in the natural language, and give us concrete data about what they are looking for as they progress towards a final sale.
This is a metric that can be found on Search Engine Result Pages (SERPs) and shows how hard it will be to rank for a certain phrase or word for a certain website. In other words, it indicates the number of pages competing for that spot.
Keyword density is the percentage of a specific keyword (or keyword phrase) used on a web page compared to the total number of words on the page. It is only one of many metrics used by search engines to evaluate your web page’s relevance or importance.It is easier to overdo it than to find the sweet spot.
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A landing page (also known as a “lander”) is a web page that appears after clicking on an advertisement or search engine result. The conversion process is complete once the visitor comes to a landing page. Landing pages are used both for advertising and lead generation. Tt contains targeted keywords based on the content of the advertisement that brought the visitor to the page.
LSI – Latent Semantic Indexing Keyword
LSI keyword is a type of search query that includes multiple terms related to your primary keyword. These two words are frequently used together and share the same context.
Examples of LSI keywords that relate to the word “SEO” include SEO tool, SEO agency, SEO audit, etc.
A lead magnet is basically a piece of content that you offer in exchange for a visitor’s contact information. Example:
The most common lead magnet is giving away an ebook for the user in exchange for her email address. Email lists collected in this manner can be used for digital marketing strategies. This lead generation strategy largely relies on SEO and is a decent way to increase conversion rates
The process of link building
involves increasing the number and quality of backlinks to your site. In SEO, link building is considered a major tactic, and there are a number of ways you can use it:
Have great content and gather editorial links. Submit your website to niche directories or reach out to major bloggers and influencers. Use links in blog and forum comments (please be careful not to overuse this approach, as it may be penalized).
It is important to understand the difficulty of a keyword before you optimize for it. While some keywords may require a lot of effort/links, others may not — as is the case with this SEO glossary, which doesn’t require any link building at all.
A link burst is a term used in SEO when you have gathered a large number of backlinks in a short period of time. It can raise a red flag for a search engine, particularly if it indicates that you are using a link farm or SEO services that create link spam. Alternatively, it is okay to have high link velocity on a website with content that went viral.
The practice of accumulating links from different types of websites (blogs, news sites, directories, social media) with different anchor texts, as well as having both “nofollow” and “dofollow” links. Although not all SEO experts agree that this is important, it does provide a signal of a natural link profile where a specific kind of link is not being over-represented.
Link equity in SEO refers to the notion that a link influences the rank of a website. Link equity is entirely based on the idea that links pass authority or value to pages they are pointing to.
A link farm is a group of websites that all link to each other or to a website that is paying for this service. They usually use automated programs, like auto-commenting software or forums, to place the links. These programs are sometimes also used to create forum posts and blog comments around certain topics, in an attempt to boost search engine rankings for the sites involved.
This behavior can result in a hefty manual penalty, so it is best to avoid it.
Link Hoarding is a tactic used by some websites where they try and gather as many incoming links as possible from other websites while allowing as few outgoing links as possible. The idea is simple, this is done to increase traffic and link popularity towards these few websites the outgoing links are pointing to or to keep from sending traffic or link equity away from these websites that are link hoarding.
It’s considered a disreputable tactic, and it hurts just as much as having too many outgoing links.
Link popularity is the total number of backlinks that exist on the web. For instance, if your website has 100 backlinks pointing to it, then your link popularity is going to be 100.
A link profile is a visual representation of all the links that point to a website. Whether a link profile is good or bad will be determined by the quality of incoming links, the use of alt tags and anchor text, as well as link diversity.
The process of recovering links from sites which were once linking back to your site but have now 404 “Page Not Found” error pages is known as link reclamation.
Link relevancy is essentially a measure of how relevant one website or webpage is to another website or webpage within a link that connects them.
Over time, your web pages become old. Also, the web pages you are linking to get old and are frequently moved or deleted. When this occurs on your web page, it is called link rot. This refers to having many broken links (both internal and external) and occurs when you do not perform regular site audits or look at your link profile.
A method in which many links are posted in blog comments, forums, guestbooks, or other similar places on the internet solely for the purpose of raising your rank without actually leaving anything of value in your posts. The links posted in this manner are mostly nofollow, so they have no actual benefit to your rank. If you use this method of link building, you do risk a penalty.
Link velocity is the speed at which a website is creating new backlinks to it. Your backlink profile matters for your SEO based on how fast or slow you build it. It is better for the link velocity to be as natural as possible.
Think about this logically, a new site with almost no content shouldn’t be getting tons of links in a short time (also known as a link burst).
Linkbait is a term used in online marketing to describe content that is intended to attract links. Linkbait is valuable content that is usually informational or entertaining, and which attracts links from other websites.
Hard to achieve, but exceptionally beneficial for SEO.
Local citation is a listing of the full name of a business, their physical address (locations), phone numbers, product and service information, and websites. Citations are often used by businesses that want to rank higher in local search engine results.
The local pack is a list of local businesses and services shown next to a search result. It appears either at the top or right below the paid listings and contains a map and three listings of businesses that match the query, including their name, position, telephone number, and a link to their description page on Google maps.
You can get listed in the local pack by properly performing local SEO. Structured data markup with the correct data is only one of the factors of local SEO, but one that you cannot do without.
Local search engines tend to show the business in their immediate area, although there is no strict standard to ensure this. The unique feature of local searches is that users and businesses would have to be present in the same area for them to see each other!
It is a process where customer traffic is optimized based on a geographic location.
Long-Tail Keywords are highly specific and less competitive keywords that bring you traffic with a higher conversion rate than one-word, high search volume keywords. They help you stand out in the SERPs because of their specificity, but they may be harder to rank for because there are fewer of them.
A backlink that has stopped passing link equity to your website. It happens when the owner of the other website removes the link or moves the page where the link was pointing to.
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A big Google penalty is when a human reviewer infers your website isn’t following Google’s webmaster quality guidelines. Manual actions either result in a site’s rank drastically being reduced or its removal entirely from the SERPs. Then you should try to fix the issues, and then apply for reconsideration when everything is fixed.
Meta Description Tag
is a tag used by search engines to display content in the snippet of a website. It is what people will see when the mouse hovers over your website link in SERPs. It is an important factor for SEO because it helps you to get clicks, and it helps you to rank for highly competitive keywords easier.
The description will also be ignored by Google if it is too long, so it is best to keep it under 757px for mobile and 920px for desktop. It doesn’t necessarily affect your SEO, but you can significantly boost your click-through rate by taking control of what is displayed in the search result snippet.
Meta Keywords used to be a metadata element that told search engine spiders which keywords your page is targeting.
Some websites were abusing this practice by naming keywords that weren’t relevant to their content and manipulating search engines. These are some of the reasons why meta keywords have lost their power as ranking signals. Nowadays, you ought to stay away from meta keywords, as their effect on SEO is usually negative.
A meta tag that tells the browser to reload the page after a certain amount of time. A refresh usually involves updating dynamic content on a website (like the number in “Only 10 left!”). It was also used as a way of redirecting but this is a slow and inefficient method that does not benefit SEO. You should use the 301 redirects instead.
The metadata is information that you need to give to the search engine to get your site indexed. You should provide basic information such as your contact details, keywords, description of the website, and location. With these types of information can help a lot if you want to rank well in search engines.”
The most important meta tags are title, meta description, and robots, but they are just the tip of the iceberg when it comes to meta data.
Metrics are simply units of measurement meant to track the performance of your website.
Most important SEO metrics include organic traffic, bounce rate, keyword rank, backlink count, CTR, page load speed, etc.
A mirror site is a replica of your website that is hosted on a different domain name. It is used when the original website generates more traffic than the server can support. Mirror sites provide better user experience and page loading speed for people on different continents.
Mobile Optimization is the process of improving a website so it is well suited for viewing and interaction via a mobile device. In the past, optimizing for a mobile device usually meant that the layout had to be readjusted, text needed to be readable, any navigation or CTA buttons enlarged, and image size optimized. Nowadays though it’s not just about making your site look good, but also about providing great user experience, since many consumers are now searching on their mobile devices.
Mobile-first indexing, a term coined by Google, is an approach to indexing where smartphone content and mobile versions of pages are crawled and indexed first. The desktop version will still be indexed and ranked, but if there is no mobile or it isn’t completely optimized for mobile devices it will have a negative impact on the rank. By crawling smartphones first, Google can ensure they have the freshest content possible for their searchers.
A website designed for use on a mobile device. This can be accomplished in one of two ways, either by having a mobile-friendly version of your website or by making the website responsive (the page automatically scales down based on the size of the screen).
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Negative SEO entails the practice of lowering the rank of a competitor by using black hat SEO methods. Some of these include hacking the site to alter contents, as well as off-page tactics such as building spammy links and creating duplicate content.
The nofollow link is a special attribute that you can use in your links, telling search engines not to follow the links. The purpose is to avoid passing any link value from one page to another.
Noopener and Noreferrer
These are values set for the rel attribute of a href tag (link). They indicate the relationship between the web page the link was on and the web page the link points to.
SEO is not affected by them, they are used for security and performance purposes.
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Off-page SEO is essentially all the actions that influence website’s ranking in the SERPs that were not done on the webpage itself. This includes link-building and marketing for the sake of exposure, such as search engine optimization (SEO) and marketing for guest posting or social media.
On-page search engine optimization (SEO) is the process of optimizing individual pages on a website in order to achieve the best possible results in online search engine rankings. In order to improve visibility and search engine rankings, it optimizes both the content and the HTML source code.
Opt-in is a term used to describe the process of getting permission to contact someone via email, phone, text or other means.
Many countries have clear laws regarding sending direct messages and sending unsolicited commercial messages can earn you a hefty fine. It is for this reason you should always ask your customers if they would like to receive a newsletter, promotional material, or any other email from you before adding them to a mailing list. Sending emails to the user until he/she opts-out is allowed.
Opt-out is used to describe the process of removing a person’s contact information from the mailing lists. The action taken by the recipient of a mailing list to stop further mailings to them.
Many countries have set up legislation requiring the sender to give a clear chance for the user to opt out of further commercial emails.
Organic Search Results
The organic search results are the listings in the SERPs displayed because the SERPs demonstrate that the website employs good SEO practices rather than one that takes paid advertising. Organic search is a free marketing service offered to businesses by search engines.
Organic traffic is the “free traffic” that you get when a visitor finds your website through Google search results. This is the opposite of paid traffic you get from advertising and what you’re trying to influence by SEO. Using this simple equation, you can calculate the amount of organic traffic to your website: Traffic volume x Click through rate = Organic traffic
An orphan page is a page on a website that has no links pointing to it. They cannot be found by search engine bots, helping them to remain hidden. This means they are useless for SEO purposes as they cannot be found by a search engine’s spiders, and therefore do not contribute to your search engine rankings.
Outbound links are links that lead away from your website. They affect your SEO as they help the search engines understand your niche better, and thus improve the quality and trustworthiness of your content.
Outreach marketing is a form of marketing that aims to create personal, engaged, one-to-one relationships with individuals who could benefit most from your business offerings and can help spread the word of your business. This kind of approach is extremely targeted and personalized.
It’s important to make a human to human connection or else our email could just be considered spam.
Among the outreach marketing techniques used for SEO are e-mail outreach or blogger outreach to build links.
Over-Optimization is a term used to describe the practice of unfairly manipulating search engine rankings. Example: Examples of these practices include writing content to the keyword, where the keyword is repeated in the content unnaturally, or harvesting backlinks in an undisguisedly fast rate.
Doing this could get your website penalized or downgraded in terms of its SERP ranking.
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Page Authority is simply a measure of how well a website page will rank in the search engines. It is one of several metrics used by search engine ranking algorithms designed to estimate how useful our content is to the user.
This is when your internal link strategy comes into play, since pages near the top of the hierarchy with multiple internal links will be given more weight, leading to a higher Page Authority (PA).
Page cloaking is a black hat SEO technique where the search engine is presented with a version of the content that is different from that which the visitor sees. This is done by delivering content based on the IP address of the user.
Page load speed is a metric that defines how long it takes your page to be displayed in the browser.
Your rank and user experience are both affected by the loading speed. On slower web pages, the bounce rate tends to be higher, and this even affects dwell time and engagement.
A page title is the first thing you see in a search engine results page (SERP) for your web page. It gives searchers a headline about the subject of your content and can engage them into clicking on it. It is the most visible part of the SERP snippet, and it has a major impact on your CTR, SEO and social shares.
You can set it yourself using the title tags in your HTML source code. (Or use a plugin in your CMS.) If your title is too long, Google’s algorithm will try to find an appropriate one. So, keep it below 487px for the mobile and 568px for the desktop.
Google’s algorithm that measures the relevance and importance of a website to determine its rank in the SERPs. It assigns a PR number to a website based on all of the other websites that link to it and their PR.
A request to load a page from a website. Basically, this happens each time a page is loaded. It is tracked by Google Analytics’ tracking code, so that if a visitor reloads the page, it will be counted as an additional page view.
The process of purchasing backlinks that pass link equity is referred to as “Paid Links” in the online marketing world.
This includes any type of payment like exchanging products or services in exchange for links or giving free products to reviewers or influencers, in addition to some of the black hat techniques. It can be a risky method that could earn you a penalty.
Paid Search Engine Result
Paid search engine result is a Google feature where you pay for a position at the top or bottom of the SERP’s sponsored ad section by using Ads or Google shopping.
Paid traffic is any type of visitor (traffic) to your website that resulted from a visitor clicking or tapping on an ad you are paying for. It is a very popular strategy because the results are almost instantaneous. Google Ads and Facebook are two well-known paid traffic platforms.
Poison words are terms and phrases that could hurt your site or your efforts. These words and phrases signal to search engines that the page is low quality, untrustworthy, or simply not relevant to best serve their searchers.
There is no list of poison words, but it is suspected that phrases like “buy PageRank” or “buy backlink,” terms related to gambling, politically incorrect terms and vulgar language are often mistaken for these poisons when used in a web page’s URL, title and description.
It is probably one of the reasons why Google is the most used search engine on the planet. A Google search engine’s high precision allows it to deliver accurate and relevant results that satisfy the query. Google’s search spam and human language’s complexity are detrimental to this ability.
The most commonly used keyword on a web page, and the most likely to drive traffic. The content can be optimized for several keywords at a time, so it’s a good idea to select one primary keyword and use it in your page title, content headline, and in the first paragraph. In that light, always write your content as naturally as possible and do not force a keyword into your content unless it makes absolute sense.
Channels used to attract customers to your product or service. They include search engines and databases such as Google, Bing, and YouTube.
Pull marketing is a marketing technique that uses unobtrusive methods to draw customers towards your product or service. An active buyer, the potential customer is looking for a product or service and is in the decision portion of the buying process. To make sure that our product is displayed before the potential customer at the right time, we optimize for the same keywords the potential customer types in the search bar when looking for the product or service.
A higher conversion rate is achieved through this strategy than with traditional (push) marketing and customers often become loyal customers.
Push channel is a marketing strategy that uses various channels to display your product in front of the potential customer even if they have not requested the information. These channels are used to display ads on social networks, Youtube or Google’s display network.
Using this approach, you try to convince a customer by displaying an ad without them showing interest first. They include ads before the video on YouTube, banners, pop-ups, and other unwanted displays of your product or service.
It is a very traditional method of marketing, and is often used because it is cheaper than the pull approach. On the other hand, it is considered distracting and so many internet users develop what is called “banner blindness”, where they ignore anything that looks like an advertisement.
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Query Deserves Diversity
One of Google’s ranking algorithms. By displaying broader match results, it attempts to match user intent. Google monitors user behavior, identifying search patterns by which the user did not find the results relevant (the user gives up, tries another query without clicking on the result, or bounces around from site to site).
Query Deserves Freshness
This SEO term describes one of Google’s ranking algorithms. Its goal is to deliver the freshest content for certain queries. They are determined by search volume spikes and include the latest trends and news, hot topics and recurring events.
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An agreement between two websites which involves each site providing the other with backlinks. Backlink exchanges with companies not sharing a common topic with you can hurt your site’s backlink profile and can make it difficult for the search engines to categorize your site’s topic.
Referral traffic is the type of traffic that comes to your website from outside sources, in other words not from search engines. These can either be backlinks (links you have gathered from bloggers, websites, authority sites etc.) or links from social media such as Facebook or Twitter.
If you receive a manual action, your website has to be reviewed again after fixing the issues in order to be reincluded in the search engine result pages or rise the ranks again.
Relative URL is a link used for internal linking. It is a short path to a file, HTML page, image or something else we link to.
This anchor tag is used as part of the link, but it does not contain a protocol address or domain name. Example: Example of an anchor tag using a relative path: <a href=”/images/logo.png”>Our logo</a> There are two types of paths used in internal linking – one being the relative and the other absolute. In terms of SEO, there is no indication that one is better than the other.
Reputation management (also called Reputation Marketing) is a process of building, managing and protecting reputation online. The goal is to manage the conversation that takes place about a person, brand, product or organisation online.
SEO practices are used in this process to:
Improve the ranking of pages that portray a positive image of a brand/person/organization. Take ownership of your brand’s keywords and make sure your results on the search engine result pages reinforce your brand. Negating a negative search engine result (a labor-intensive and difficult process if we don’t own the website)
ROI – Return On Investment
Return on investment (ROI) is a profitability ratio or in more detail, a percentage of profit made on one’s investment. It is used as a metric of performance, to evaluate the profit made on an investment, and for investment decisions. ROI is typically expressed as a ratio and cannot exceed 100%. Returns on Investment are calculated by dividing net profit by total investment and multiplying by 100.
Rich results are extra pieces of information found at the top of your SERPs. There are two types: “graphic” and “video.” The graphic type is a box that most likely contains images and may or may not have a title. The video type is a blue colored box that contains a video and has an expandable player in the middle of the box. They do not affect your ranking, but they do increase your CTR.
Only if your content uses structured data markup (aka Schema) can it be displayed as a rich result.
There are many types of rich results: Breadcrumb, carousel, event. FAQ, how-to, JobPosting, local business, movie etc.
Robots Meta Tag
The robots meta tag is a small piece of code that many webmasters use to control how search engine bots crawl and index their website’s content. The default value is “index, follow,” which means the SE bot will both index your page and follow the links pointing away from it. There are other values like:
NoIndex – Prevent the SE bot from indexing your page. Nofollow – tell the SE bot not to follow any links on this page. Nosnippet – a description will not appear in the SERP listing (only for Google). Noimageindex – prevents the images from your site from being shown in the image search. Noarchive – Your page’s cached copy will not be stored or displayed in the SERPs and more.
Robots.txt is a text file placed within the root directory of your website to tell the search engine crawlers what they are allowed and not allowed to crawl on parts of your site.
You can make certain pages off-limits to the bot and make the bot scan only the most useful content.
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Scraping is the process of using an automated program (web scraper) to gather data from a website. It’s almost like screen-scraping, which is programmed to obtain and parse data from an active screen (web page). This process allows you to extract data from a webpage (or multiple pages) and save it in a relational database table.
In a black hat SEO scheme, the content is scraped and then posted in its entirety on another website you’ll now have to compete with.
As part of white hat SEO, the data is used for informative purposes, to discover niche opportunities for link building or outreach.
Screaming Frog is a UK-based SEO tool. It allows you to scrape any website you want to inspect in-depth. With the powerful crawler, you can find and export virtually any data point pertaining to your website.
A search engine is a program that searches through the internet (also called the World Wide Web) and displays files that match a user’s keyword inputs.
A program that searches through all the files on the internet, categorizing them by keyword and storing them in a database. When a user types in a keyword, the search engine shows the files that are relevant for that keyword.
Google, Bing, Baidu, DuckDuckGo, Yandex, Yahoo, Ask.com, WolframAlpha, and AOL.com are currently the most used search engines.
Search Engine Algorithm
A search engine’s algorithm is the formula it uses to determine the value of a website in order to rank it. This is not a single program but rather a collection of algorithms that each have their own purpose and task.
Keep an eye out for major algorithm changes that could affect your website if you want to make sure it stays optimized.
Search Engine Marketing
The process by which websites are promoted by increasing their visibility in search engine results pages (SERPs) is known as search engine marketing (SEM).
Both SEO and paid search are components of search marketing. Depending on the source, the term can sometimes be used as a synonym for paid search.
Search Engine Optimization
Search engine optimization is the process of improving your website to get a higher organic search engine ranking. It’s a marketing tactic used by webmasters to push their websites higher on major search engines like Google. Although definitions vary, Search Engine Optimization (SEO) generally refers to both a class of marketing activities, as well as a specific set of technical alterations that can be made to a website.”
Search Engine Rank
Search Engine Rank is a short, but meaningful term that refers to the position of your website in the search engine result pages after a user queries a particular keyword.
Search Engine Result Page
These are the pages that the search engine displays when a search query is performed. There are two ways the results are displayed, the first one is the traditional organic search engine result with a title headline and a short description and the second is Google’s SERP feature.
Search Engine Spam
Black hat SEO is when you intentionally manipulate the search engine index in order to rank a page of low relevance at the top of the SERPs and thus reduce the precision of topical relevance.
Search intent is the term given to a user’s purpose when performing a search through search engines. When performing a query, the user may have several intentions:
They could be seeking a product with the intention of buying it. They could be browsing for information. They might be doing some kind of research or browsing for entertainment purposes. Example:
When you enter “SEO tool” in your browser, you get mostly lists of the best SEO tools on the market. As Google bases its ranking on user engagement, so it stands to reason that when users search for “SEO tools” they want information on all the tools available. They are not so far into their buying process as to commit to a purchase then and there.
Seo page tool, however, returns a number of SEO tool websites meant to sell products, implying that the intent is to find a tool. However, I don’t think the difference here has much to do with long tail vs more general keywords. It can sometimes be as simple as changing a word from singular to plural to change the search intent. Make sure you check out the SERPs for the keywords you are writing about and see what shows up there.
A search query is the word or phrase a user writes into a search box in order to get information that matches in a search engine.
Search Result Feature
Different ways Google uses to display information in the SERPs are called search result features. The Google service is trying to serve up a quick, rich array of relevant information. This is the reason why they display the search engine results in different ways, using Search result features.
They can look different depending on the country you are browsing in and the kind of device you use.
Google’s SERP features include:
Plain blue link – titles, descriptions and links in the SERP listings are commonly used. Enhancement – an addition to the plain blue link that includes breadcrumbs, sitelinks, etc. Rich result. Knowledge panel entry. Featured snippet.
OneBox result – A box containing a response to a question or query, but not a link to a website. These can include local weather information, time in a particular city, currency calculators, translations, sport scores, etc. Discover – These cards are displayed on Android devices and represent an imitation of a news feed or a suggestion reel. Cards summarize a website by providing an image, title, and a short description.
Search Result Snippet
Your search engine listing shows the information from your meta description tag in the SERPs. A traditional organic (or natural) search result consists of the title and snippet.
Search visibility is a figure that gives searchers an estimate of how many clicks they will receive for a keyword.
Search volume is a broad term used in SEO, Web Analytics, and Adwords words to describe the number of times users type a query into a search engine and the number of searches related to that keyword.
The secondary keywords support the primary keyword. The goal of this supplementing is to make sure you don’t over optimize your content with just one (primary) keyword, which could get interpreted as keyword stuffing and get you penalized. These are usually very specific long-tail and LSI keywords with low search volume.
Secure Hypertext Transfer Protocol
HTTPS is an encrypted, secure version of the HTTP protocol that protects the information from hackers. This protocol is recommended by Google over HTTP, which offers some benefits to websites using it like better ranking and data about the referral traffic.
A list of your most important keywords relevant to your business. It’s usually just one word and then it’s used to create long-tail keywords. These keywords make up the basis of your keyword research.
A paid service we use to enhance our online visibility by having our website optimized by professionals.
Method of helping both humans and search engines understand the relevance of content on a website by categorizing related content into distinct categories and subcategories on the site. When linking internally, sort the pages into categories and use a clear strategy.
SEO Site Audit
Site Audit is a SEO tool that helps you analyze a site’s visibility in search engines. You can use it to find errors, issues, and holes in your content that you can leverage in your SEO strategy. There are two types of SEO audits you can use to identify website problems: the technical SEO audit and the content audit. You can create them using scrapers (like Screaming Frog), many online tools, or manually using detailed excel sheets.
A URL that is user-friendly and optimized for the most SEO benefits. The SEO URL is a user-friendly URL that has been optimized in the most advantageous way for search engine optimization purposes. Example In this article, Optimizing for SEO Glossary, our SEO URL is http://seoberries.com/seo-glossary/
It is a black hat technique using software to create content and websites solely for the purpose of ranking for low competition long-tail keywords. These sites are then used for ads, creating backlinks, collecting emails, and gathering revenue in other ways.
A site-wide link is a hyperlink that shows up on all (or most) of your website pages. These are usually placed in the header or footer section of your website, which then appear on every page.
The links below search engine results are meant to direct the user to your subpages. They appear on branded organic search as well as paid SERPs. Google Ads can be used to set up the site links in the paid SERPs. The situation, however, differs in brand-based organic searches. It is automated, so you cannot influence if your site will be linked, how many, and which pages it will link to. All you can do is to ensure your website optimization is on point and providing good user experience.
It’s a method of link building that involves finding popular web pages with many backlinks, writing content that improves on them and then reaching out to websites that are linking to them offering your link with the improved content instead.
Snippet bait refers to a short piece of content that is optimized so you can be featured in the Google search by having Google pick up your content on a page for a given keyword.
It is placed at the beginning of an article and should answer the query within 2-3 sentences, so that Google can grab that piece of content instead of pulling content from various sections of the site and piecing it together. Some websites have highlighted these pieces of content with the question they aim to answer.The other way to get displayed in FAQ rich results is to optimize your content using FAQ schema.
Social Media Marketing
Social Media marketing is the process of using social media as a marketing tool in order to increase traffic, visibility and customer engagement by creating engaging content. You can use platforms like Facebook and Twitter for promoting a new product or service. Though SMM does not directly affect your website ranking in Google, it will definitely help you to reach the target audience with an integrated online marketing approach.
Social proof is a principle of influence that states that people will change their behavior and copy the actions of those around them. Faced with a new situation, they evaluate it based on what other people did and imitate it under the assumption that the behavior must be the correct response.
Example: In marketing, this usually indicates that consumers were pleased with the product or service they purchased. If we mention the most common examples and that are the easiest for any company to gather, this can be an expert’s review, the number of likes a company Facebook page has, or an average rating of a product.
Social Signal is a term used by search engines that refers to engagement activities on social media like shares, votes, pins, views, etc. Social Signals are a type of web metrics that help you see the popularity of your website and the engagement level with your audience. This metric is not as important for ranking as links that come from powerful sites (and is part of the Google+Evo classes), but it is still important.
Social syndication is a content marketing strategy that involves sending content out to social media sites (i.e. Facebook, Twitter, LinkedIn, Reddit etc.) in order to increase audience reach and create a buzz.
An introductory page on a website typically contains a large image/video, a small amount of content (such as a brand name), and a button to continue to the real content (“Enter site”). This is the home page for the website and is designed to showcase and promote the brand.
When it comes to SEO, they are a bad idea for several reasons:
The quality of the content is one of the most important ranking factors and splash pages have little to none. Home page is the most widely used URL for backlinks, so having a poor performance home page will hurt your link authority. The full-screen images and videos can adversely affect your page load speed and make visitors bounce.
A static URL is a web page whose content never changes. The web address doesn’t change, and the user is always taken to the same page, every time they visit. It stays the same even if you add a new page or directory, or move the page to a new location. Static URLs are readable, descriptive, can include keywords and are easy for the user to memorize. For these reasons, they also have a higher click-through rate (CTR).
Status code is nothing but a number which a server sends to a browser whenever the browser requests for a webpage. There are five types:
1xx – informational responses. 2xx – success (200 – the request succeeded). 3xx – redirection (301 – moved permanently, 302 – temporarily moved, 304 – not modified, 307 – temporary redirect, 308 – permanent redirect). 4xx – client error (403 – forbidden, 404 – not found, 410 – gone, 429 – too many requests). 5xx – server error (500 – internal server error, 501 – not implemented, 503 – service unavailable, 550 – permission denied)
Crawlers use these to determine the health of a website, and finding and fixing some of these issues will impact its ranking.
Status Code 301
A status code that indicates a URL has been permanently redirected (or moved) to a new location. This status code is used when a page is deleted and your visitors are automatically redirected to another page instead of receiving an error page. This is the most efficient method of redirecting as it passes a lot of link equity to the redirected page.
Status Code 302
This status code indicates that a URL has been temporarily redirected. It occurs when a page has been removed from the website and now its URL points to a different website. The visitor will not notice a difference between this status code and the 301, but the search engines will not pass link equity to the 302 site.
Status Code 404
Page not found. It occurs when the web page has been deleted, but the links pointing to it still exist. In general, it is better to do a 301 redirect instead, as they are very detrimental to user experience and website health.
Status Code 410
Using this status code for a removed web page tells the crawlers to remove it from their index.
A status code indicating that there is a problem with the server (at the database or code level) and it is not possible to access the site.
Status Code 503
By using this code, you are asking the SE bot to return at a later date, which is commonly used for maintenance.
Generally, these are the words that are used the most in a given language. In English, these are the, a, and, but, at, and so on. Those words are ignored by search engines, so it is preferable to avoid them in URLs, image names, anchor text and like, unless they could harm your readability. What is Structured Data?
When added to your website’s HTML, structured data markup helps you indicate to the SE bot the elements that contain valuable information to determine the web page’s content.
Schema.org joined forces with Google, Bing, Yahoo, and Yandex in 2011 to create a standard structured data list that they will support and display in their SERPs.
The process of manually informing search engines of your new web page by submitting a URL in order to get your new site indexed faster.
The common belief is that this is not necessary, since the crawlers are pretty good at discovering new content and will eventually index your website or web page once it has links pointing to it. However, sometimes new websites/web pages take some time to show up in the SERPs. A few days is normal; however, if it takes a few weeks, you might want to submit it manually to the search engine.
If you want, you can manually submit your website to Google by adding your XML sitemap in the Google Suggest console, or by requesting indexing.
Alphabet - T
Technical SEO refers to all the activities that you need to perform on your website to ensure that search engines can crawl and index it. It also includes techniques that can help the search engine crawl and index your content more efficiently.
Technical SEO is all about making your website “search engine friendly” and therefore helping it rank as high as possible in search engine results pages (SERP). It includes: site performance, image optimization, site structure & responsiveness.
Term Frequency x Inverse Document Frequency
Search engines calculate a score using this metric to determine whether the page is relevant to the query. It keeps track of how many times a keyword (and LSI keywords) have been used in the content of each document and compares them to all the other documents.
The Fold is a term used in website design that refers to the portion of your web page that the visitor can see without scrolling. If your site’s design has a multi-level menu, or if it uses horizontal scrolling then you will have several folds. The following are some best practices when it comes to above the fold placement:
Ensure your most engaging content is visible. Landing pages that are used for conversions should have a CTA here. Always leave a hint of the content below the fold so the visitor doesn’t leave by mistake thinking he/she has seen it all.
The essence of thin content is content that provides few or no benefits for the user. It can be anything from very small amounts of text to machine-generated content, duplicate pages, copied pages, low-quality affiliate pages or doorway pages.
The most common strategies when dealing with thin content are:
Remove it or set the value of the robots meta tag to noindex. You can also update it with meaningful relevant content or redirect it using a 301 HTTP status code
There was an algorithm update by Google (released in 2012) that reduced rank for websites that have too many ads above the fold.
This is a term used in SEO to describe each and every visitor who visits your website. Types of traffic include:
Direct, organic, paid and referral.
Your website would receive the maximum number of organic visitors if you were ranked #1 on Google for your keywords.
Alphabet - U
Uniform Resource Locator
The text a user types into the browser address bar to reach your website (www.yourwebsite.com). The URL consists of three basic parts: the protocol, the domain name, and the path. There are two types of URLs – dynamic and static. Search engines prefer static pages because it is easier to determine their contents. For the sake of SEO:
Make sure your URL is descriptive and readable. Use hyphens instead of underscores. Keep it as short and simple as possible so it is easy to remember. Make it accurate – have the name describe the content add targeted keywords
The first time a user visits your website and continues browsing. Visitors with the same IP address will not be counted into the number of unique visits if they return at a later point.
Google SERP results that are placed alongside organic search results, but also include additional media, such as images, videos, maps, local businesses and more. This is Google’s attempt to combine several verticals like Google Images or Google News into one SERP.
Any outbound link that is artificial, deceptive or manipulative. This type of link can be paid for, the result of scraping or spamming, or the result of low-quality SEO services and can result in a Google manual action.
An effective way to counter unnatural links is to create a good content strategy and only use reputable backlinks, while disavowing those you can’t remove on your own and are not natural or valuable.
URL parameters (sometimes known as "query strings") are a means to organize extra information for a specific URL. After the ‘?' sign, parameters are appended to the end of the URL, and additional parameters can be provided when separated by the ‘&' symbol.
The metric describing a website’s ability to hold visitors’ attention, and keep them browsing your site.
Users’ experiences are a ranking factor in search engine optimization that describes how enjoyable it is to use a product or service (such as a website). The factors that influence user experience are
the simplicity and usability of the UI. Site structure. Site speed. Responsiveness (mobile-friendliness). These factors impact both human visitors and search engines, and have a significant impact on our SEO.
The user can interact with everything displayed on your website. The user interface needs to be:
Simple (avoid unnecessary elements). Clear (use colors, sizes, and layout to create hierarchy and increase scanability). Consistent (react the same to the user action). Intuitive (working the way the user expects it to, basically similar to most other websites).
Our goal with UI is to make a positive impression on our visitors and give them a good user experience. These factors affect dwell time and user engagement, therefore, they are crucial for SEO.
Not too complicated to use, either to understand or to learn.
Any type of content posted by a website’s users. This includes comments, reviews, images, videos and posts on social media and more. SEO is strengthened by user-generated content on the grounds that users will often incorporate long-tail keywords and relevant links into what they post. Additionally, it boosts your social signals and gives you inspiration for new keywords and content.
Alphabet - V
Vertical Search Engine
Vertical Search Engines or VSE is a term that is often used for web search engines that are very specialized and focus on a specific segment of online content. These include a multitude of Google’s vertical search engines like Google Maps, YouTube, Google News, Google Images and Local search, but also Social search engines like Facebook, or sites like Momondo.com and Pipl.com.
The process of increasing a video’s search visibility, usually on YouTube. There are two parts to this process – one is optimizing the channel and the other is optimizing the video itself. Basic practices include:
Identify the keywords. Write a description that will appeal to both viewers and the search bots. Do not forget to use the tags (together with the description they will help determine relevance). Use thumbnails that stand out among the other videos in the search results.
A piece of media (an article, an image, a video, a tweet) that is wildly popular in a short time. This content spreads quickly on the internet, receiving backlinks and social shares.
When a user arrives at your website and continues browsing and interacting with it. It does not matter if someone has visited your website before, as long as the time between visits is less than 30 minutes.
Alphabet - W
Website structure describes the form your web pages and links take. Imagine drawing links between each page of your website on a piece of paper. A link web is the site structure, so its relevance is determined by how it is executed. To simplify navigation, it should also be clear and logical. Site structure is important as it makes it easier for your visitors to find the content they are looking for, increases conversion and CTR, prolongs dwell time, and facilitates crawling. Having a good structure equals having a great UX, so the structure of your website influences your ranking in search engines.
A collection of web pages and multimedia content that share the same domain.
Search engine bots identify a set of features when ranking a website. When determining the quality of a certain website, the following elements are taken into consideration:
content relevance, content-length, user engagement, spelling, social signals, backlink profile, readability, variety of media (videos and images) etc.
Alphabet - X
An XML sitemap is a file on your website, that lists all the webpages you want to be crawled and indexed, with relevant information about each of these pages. This method improves SEO since it keeps you in control of how your website (and its pages) will be crawled and indexed. There are several types of sitemaps that can either be separate files or an integral part of one file:
Image sitemap, mobile sitemap, video sitemap, Google News Sitemap & hreflang sitemap. An XML sitemap can be created by a number of tools and all that is left is for you to submit it to the search engine.
Alphabet - Y
One of the most used search engines in Russia (53.28% market share, up 0.58% worldwide). Yandex search results are divided into geo-independent and geo-dependent. As a result, it is easy to promote local businesses since users from different regions will get different search results.
“Your Money or Your Life” is a Google search guideline. The YMYL pages are those that offer tips on financial, happiness, parenting, health or nutrition. Advice like this can have a very big impact on a person’s life, and bad information can leave them in an impossible situation. Because of this, Google is very hard on YMYL pages and judges them harshly, insisting on high quality, reliable information to protect the user.
Alphabet - Z
A search query that receives no clicks. This occurs when a user searches for a string and then for some reason doesn’t click on any results. Many times a query does not get any clicks because it is a very high-level informational search where Google answers the question through some form of richness (see Schema). Example:
“What year was dwayne johnson born” returns a lot of information that answers the question immediately. Since the answer to the question can be found directly at the top of the search results, users do not need to click to further explore the topic.
Zero Search Volume
Zero Search Volume keyword is the most debated and hot topic in SEO industry.
The majority of SEO tools on the market display a large number of keywords with ZERO search volume. However, a Google search for the same phrases yields a plethora of results. An article by seonotebook explain it details. Read it here: https://seonotebook.com/notes/zsv-keywords/https://seonotebook.com/notes/zsv-keywords/