SEO Glossary: 250+ terms every SEO needs to know

The world of SEO is constantly changing, with new terms emerging regularly. Whether you’re just starting out or are a seasoned professional, keeping up with the latest terminology can be a challenge. That’s why we’ve put together this comprehensive SEO glossary—to ensure you stay informed and equipped. Bookmark this page and use it as your go-to resource for clear, concise definitions of essential SEO terms.

SEO Terms

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.htaccess File

.htaccess, short for Hypertext Access, is a configuration file used by Apache-based web servers. These files configure the initial program settings of a server and are used to make the server behave in a specific way. .htaccess files can be used to:

• Create custom error pages
• Password-protect a site
• Redirect visitors from a page

200 OK Status

The 200 OK status is an HTTP response provided by a server to a client, indicating that the requested resource (e.g., a webpage) was successfully found and delivered. This status code is sent to the client as part of the HTTP response header. Upon receiving the 200 OK status along with the requested content, the client (typically a web browser) processes the data and presents it to the user.

301 Redirect

A 301 Redirect is an HTTP response status code implemented by web servers (e.g., Apache, Nginx, IIS) that permanently redirects clients requesting a specific URL to another URL. This type of redirect is commonly used when a page’s URL has changed. To ensure that both internal and external links to the original URL continue to guide visitors to the intended content, a 301 redirect is set up. The web server then automatically redirects traffic from the old URL to the new URL.

302 Redirect

A 302 Redirect is an HTTP response status code implemented by web servers to temporarily redirect clients from one URL to another. This type of redirect is typically used when the relocation is considered temporary, such as during website maintenance or for time-limited promotions.

404 Error

When a user attempts to access a URL that doesn’t correspond to an existing web page, the web server returns a 404 error. This HTTP status code indicates that the requested resource could not be found. A 404 error can occur for several reasons:

• The page never existed on the server.
• The page was moved or deleted without a proper redirect being set up.
• The URL contains a typographical error or mistake.
• The user followed an outdated or broken link.

410 Gone

A 410 Gone is an HTTP status code indicating that the requested resource is permanently unavailable at the specified URL. Web servers return this code when a browser or search engine crawler attempts to access a page that no longer exists at its former address.

502 Bad Gateway

502 Bad Gateway is an HTTP status code that indicates that a server functioning as a gateway or proxy received an invalid response from an upstream server. This error commonly happens when there is a communication breakdown between servers in the request-response chain.

A-E SEO Terms

Above the Fold

Above the fold refers to the visible area of a webpage before scrolling. Traditionally considered crucial for user engagement, its importance has evolved with changing internet habits. While content above the fold still creates the first impression, modern users are more likely to scroll, making content below the fold more accessible.

ADA Website Compliance

ADA (Americans with Disabilities Act) compliance requires websites to be accessible to people with disabilities. This involves creating online spaces that all visitors, regardless of their physical or cognitive abilities, are able to navigate and use. Key aspects include:

• Providing text alternatives for non-text content
• Ensuring keyboard navigation
• Offering sufficient color contrast
• Implementing clear and consistent navigation

Affiliate Site

In online marketing, an affiliate is an individual or company that promotes another business’s products or services. The affiliate earns a commission for each referral, lead, or sale generated through its promotional efforts. This arrangement is known as affiliate marketing.

Aggregation Sites

Aggregation sites collect and link to current articles or sources on specific topics, such as news or niche content. These sites may use human editors for manual selection or automated bots for content gathering.

Alexa Rank

Alexa, a web traffic analysis tool, was discontinued on May 1, 2022, along with its well-known Alexa Rank. Prior to its deprecation, Alexa ranked top-level domains based on their traffic volume, considering both unique visitors and pageviews. Data was collected primarily from users of the Alexa toolbar and other undisclosed sources.

Read more: Similarweb vs. Alexa

ALT Text/Tag

ALT text (alternative text) briefly describes an image’s content or function. It serves multiple purposes, including:

• Helping visually impaired users understand image content when using screen readers.
• Improving search engine optimization by including relevant keywords, increasing page relevance.
• Displaying when images fail to load, giving users context.
• Providing image information for users of text-only browsers.

AMP

Accelerated Mobile Pages (AMP) are lightweight web pages designed for fast loading on mobile devices. Key features include:

• Restricted HTML and simplified JavaScript
• Cached and delivered by Google
• Stripped-down HTML for faster loading
• Minimized CSS requests
• Reduced use of large images

These optimizations allow AMP pages to load significantly faster than standard mobile-friendly web pages, with caching potentially improving load times by up to one second.

Anchor Text (Link Text)

Anchor text is the clickable text in a hyperlink on a webpage. Search engines use anchor text to understand what the linked page is about, for both internal links (see entry) and external links (see entry). Google’s John Mueller states that the search engine interprets anchor text from a user’s perspective to understand linked page context. Well-crafted anchor text can enhance:

• User experience
• Search engine comprehension of site structure
• Overall content relevance

App Indexing

App indexing allows search engines to index mobile app content. This has enabled Google to provide links to apps from mobile search results. When a user’s query matches content in an app installed on their device, Google provides a deep link directly to that content. For users without the app, Google displays an install card in the search results, offering a quick download option.

App Packs (App Boxes)

An App Pack is a Google mobile search feature that shows relevant apps based on a user’s query. Each app’s listing includes its logo, name, rating, number of downloads, and cost. The visibility of apps in App Packs can be influenced by app store optimization (ASO). Clicking on one of the app links opens the app’s product page in the relevant app store for the user’s smartphone (Apple App Store or Google Play Store).

Autosuggest (Autocomplete)

Autosuggest (also known as autocomplete) is a feature that displays potential search terms in real-time as a user types into a search engine’s search box or browser’s address bar. These suggestions are based on several factors, including:

• Common search queries from other users
• The user’s own search history
• Trending topics
• The user’s location (in some cases)

This feature aims to save time and help users formulate their queries more effectively.

Backlinks (Inlink, Incoming Link, Inbound Link)

Backlinks are incoming hyperlinks from one web page to another website. They are created when one website links to another, effectively acting as a vote of confidence or recommendation for the linked content. Backlinks are crucial for SEO as search engines like Google consider them indicators of a site’s authority, relevance, and credibility, potentially boosting the linked site’s rankings. Backlinks can be detected by a Backlink Checker.

Bing

Bing or Microsoft Bing is a search engine owned and operated by Microsoft. The search engine offers a wide range of services, including:

• Web search
• Image search
• Video search
• Maps

Black Hat SEO

Black hat SEO is the use of manipulative or deceptive practices to achieve a higher rank in search engines. Black hat SEO techniques include:

• Link schemes
• Scraped content
• Hidden text or links
• Cloaking
• Doorway pages

These tactics violate search engine guidelines and can lead to penalties.

Blog

A blog is a regularly updated website that includes informational content in a diary-style format. Posts are generally listed in reverse chronological order, displaying the most recent post first. They are often integrated into larger websites, serving to increase the site’s topical authority, engage audiences, and improve search visibility.

Bot (Robot, Spider, Crawler)

A bot is a software application programmed to perform automated tasks over the internet. Common examples include:

• Search engine crawlers, which explore websites, fetching and indexing web content
• Chatbots, which are automated systems used by companies to handle customer service inquiries

Bots can serve various functions, from helpful automation to potential security threats, playing a significant role in today’s digital landscape.

Bounce Rate

Bounce rate is the percentage of single-page visits to a website. It’s calculated by dividing the number of single-page sessions by the total number of sessions. Bounce rate is a common engagement metric.

Branded Content

Branded content aims to build brand awareness by aligning the brand with content that reflects its values or tells its story. This content doesn’t have to directly promote the brand’s products, though they may still be featured.

Branded Keywords

Branded keywords are user search queries that include a specific brand name or different variations of it. There are different types of keywords, broken into branded and non-branded, including:

• The exact name
• Product names
• Branded slogans
• Misspelled brand names
• Brand names combined with other terms

Breadcrumbs

Breadcrumbs is a type of structured data. These are navigational elements on a website or search engine results page that show a web page’s location within the site’s hierarchy. They serve two main purposes:

• Inform users where they are currently located
• Allowing users to easily navigate to higher levels in the site structure

A typical breadcrumb structure looks like this: Home Page > Category > Subcategory > Current Page

Broken Link

Broken links are hyperlinks that no longer lead to their intended page because the resource has been moved to a different address or is permanently unavailable.

Browser

A browser, or web browser, is an application that enables users to access websites. When a user requests a page from a website, the browser retrieves its files from the web server and displays the page on the user’s screen.

Cached Link

A cached link provides access to a saved version of a webpage stored by Google. To view it:

1. Perform a Google search.
2. Look for the downward arrow next to each organic result’s URL.
3. Click the arrow to open a dialog box.
4. Select ‘Cached’ from the options.

Cached Page

A cached page is a saved version of a webpage, either by search engines on their servers or on users’ browsers on devices. Search engines cache pages to allow access to them even when the website is unavailable. Web browsers cache pages to speed up loading times for previously visited pages.

Canonical Tag

A canonical tag is an HTML element that tells search engines which URL is the primary source for content when multiple URLs have similar or identical content. It’s used when:

• URLs have different query string parameters.
• Content is duplicated on internal pages or other websites.

For URLs with query string parameters (e.g., url.com/page.html?view=1), the canonical tag prevents search engines from treating each variation as a unique page.

Carousel (SERP Feature)

A carousel is a scrollable row of images on Google’s search results page. It typically appears at the top but can be found lower down. Each carousel item includes an image and caption text. Examples of queries triggering carousels include: Chicago Bears roster, best movies list, and best Ivy League colleges.

CCTLD

CCTLDs (Country Code Top-Level Domains) are two-letter internet domains assigned to specific countries. They’re managed by IANA-appointed organizations. Examples:

• .us (USA)
• .uk (United Kingdom)
• .cn (China)
• .se (Sweden)

Citations

A citation is an online reference to a business’s name, address, and phone number (NAP) on directories or third-party websites. Citations are crucial for local SEO because:

• Google uses them to assess local business authority.
• They influence appearances in Google Local Pack and Local Finder rankings.

Clickbait

Clickbait is a deceptive, sensationalized, or otherwise misleading text or thumbnail link designed to attract attention and entice users to follow the link and engage with a piece of online content.

Click Depth

Click depth refers to the number of clicks it takes to reach a specific page from the homepage of a website. It’s an important SEO factor because:

• Pages with lower click depth are generally considered more important by search engines.
• Lower click depth often correlates with better user experience, as content is more easily accessible.

Typically, it’s recommended to keep important pages within 3-4 clicks from the homepage to maximize their visibility and potential ranking power.

Cloaking

Cloaking is a deceptive SEO practice where a website presents one version of a webpage to users and a different version to search engine crawlers. The goal of this practice is to manipulate search engine rankings by showing search engines that the content is heavily optimized for specific keywords while presenting more user-friendly content to users. Cloaking methods can include:

• IP-based cloaking: Detecting search engine bot IP addresses and serving them different content.
• User-agent cloaking: Identifying search engine crawlers by their user-agent strings.
• JavaScript-based cloaking: Using JavaScript to alter page content after it has loaded.

Content Management System (CMS)

A Content Management System is software used to create, manage, and publish digital content on the internet. WordPress is the most popular CMS, with millions of installations worldwide. Other widely used CMSs include Drupal, Joomla, and Shopify. Many CMSs, particularly WordPress, offer advanced third-party SEO plugins that assist webmasters in optimizing their content for search engines.

Code-to-Text Ratio

The code-to-text ratio is a metric that measures the relationship between visible text content and the underlying source code of a website. While users see readable text on a webpage, each site is built on source code that operates in the background. This ratio compares the amount of visible, user-facing content to the amount of code required to create and structure the page.

Comment Spam

Comment spam is unsolicited content posted in the comment sections of blogs, forums, and other online platforms by automated bots or unethical marketers. These comments typically contain randomly generated text or repetitive messages designed to spread SEO links, advertisements, or other unwanted content. The primary goal is often to manipulate search engine rankings or drive traffic to specific websites rather than to contribute meaningful discussion.

Content

Content refers to any form of media or information created and distributed to attract, engage, and retain an audience. It’s designed to provide value to potential customers and support business goals. Content can take many forms, including:

• Written material
• Visual content
• Video content
• Audio content

Content Delivery Network (CDN)

A content delivery network (CDN) is a group of servers distributed around the world with the goal of accelerating content delivery by bringing it closer to users’ locations.

Content Freshness

Content freshness refers to how often web content is created, updated, or modified. It is widely believed to be a factor that search engines consider when ranking web pages, though the exact impact and mechanisms are not publicly confirmed by search engines. This concept also ties into keyword freshness, which involves the use of recently trending or updated keywords to keep content relevant. Regular updates and new content are generally considered beneficial for SEO, as they can signal that a website is active and provides current information.

Content Is King

“Content is king” is a common phrase in marketing. It means content is the most important aspect of digital marketing and forms the backbone of many forms of digital marketing.

Content Spinning

Content spinning refers to rewriting someone else’s work to create what appears to be original content. The writer replaces words and phrases with synonyms to retain the same meaning as the original piece. This black hat tactic aims to quickly produce a large volume of content.

Content Syndication

Content syndication is the practice of republishing content on third-party websites or platforms to reach a wider audience. It involves distributing articles, blog posts, videos, or other media to multiple outlets, often with a link back to the original source. This strategy can help increase brand visibility, drive traffic to the original content, and potentially improve search engine rankings.

Conversion Rate

The conversion rate is a key performance metric that measures the effectiveness of a landing page or advertising campaign. It is calculated by dividing the number of conversions by the total number of visitors or interactions. For a website, this typically means dividing conversions by total page visits. In pay-per-click advertising, it’s calculated by dividing the number of conversions by the number of ad clicks.

Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action. These actions may include making a purchase, signing up for a newsletter, or filling out a contact form.

Core Update

A core update is a significant Google Algorithm Update that aims to improve the overall search results by focusing on site-wide quality metrics as well as content relevance. These updates occur approximately once every six months.

Core Web Vitals

Core Web Vitals are a set of web metrics designed to measure:

• Loading performance
• Interactivity
• Visual stability

The goal of these metrics is to understand how real-world users interact with a website. In May 2020, Core Web Vitals were added to Google’s ranking systems.

Crawl Budget

Crawl budget is the number of URLs a search engine’s spider will crawl on a website within a given timeframe. It’s determined by two main factors:

• Crawl rate: The speed at which Googlebot can crawl the site without overwhelming its servers.
• Crawl demand: Influenced by the site’s popularity and the need to keep Google’s search results fresh for relevant queries.

A site’s crawl budget affects how quickly and thoroughly search engines can index its content, potentially impacting its visibility in search results.

Crawl Depth

Crawl depth is how deep a search engine bot explores a website’s hierarchy. The homepage is the top level, with linked pages forming subsequent levels. Pages closer to the homepage are typically prioritized for crawling. Large sites need strong domain authority for complete crawling. Crawl depth often varies between initial and subsequent crawls, influenced by factors like site structure, page speed, and content updates.

Crawl Errors

Crawl errors occur when search engine bots fail to access a website or specific pages. Google Search Console categorizes these as:

• Site Errors: Affect the entire website (e.g., DNS issues, server problems, robots.txt errors)
• URL Errors: Impact specific pages (e.g., Soft 404s, 404s, Access Denied, Not Followed)

Numerous crawl errors indicate poor website health, potentially harming user experience, search rankings, crawl frequency, and depth.

Crawl Frequency

Crawl frequency is how often search engines revisit a website to update their index. It’s determined by factors like domain authority and content update frequency. Higher authority sites with frequent updates are typically crawled more often.

Crawl Rate

Crawl rate represents the number of parallel connections Googlebot can use to crawl a website and the time between fetches. Fast, stable sites generally experience higher crawl rates. Slow sites or those with frequent server errors (5xx) see reduced crawl rates.

Crawlability

Crawlability refers to how easily search engine bots can find a page and crawl its content. This determines how effectively search engines can discover and index web pages. Crawlability issues can negatively affect a page’s ranking potential.

CSS (Cascading Style Sheets)

CSS (Cascading Style Sheets) are instructions that define the visual presentation of web pages, including:

• Text size and style
• Element positioning
• Interactive effects (e.g., mouseover)

CSS can be embedded in HTML headers or stored in separate files. Using separate CSS files allows consistent styling across multiple pages, improving efficiency and maintainability.

Click-Through Rate (CTR)

Click-through rate (CTR) is a metric that measures the percentage of people who view an ad or a link on a website and then click on it. The CTR is calculated by dividing the number of people who clicked on the ad or link by the total number of people who viewed the page.

Cumulative Layout Shift (CLS)

Cumulative Layout Shift (CLS) is a Core Web Vital metric that measures visual stability. It measures the total of all unexpected layout shifts occurring throughout a page’s lifecycle. A low CLS score indicates a seamless user experience, while a high score suggests disruptive content movements that can frustrate users and impact site performance.

Cybersquatting

Cybersquatting is the practice of registering domain names related to well-known companies or brand names with the intent of reselling them at a profit. According to US law, registering, trafficking in, or using an Internet domain name with the intent to profit from a trademark belonging to someone else is illegal.

De-Index

De-index is the process of removing content from a search engine’s index. De-indexing may be done by a:

• Webmaster
• Search engine

Although de-indexed pages will not appear in search results, users can still access them by clicking on a link or entering the URL directly into their browser.

Dead-End Page

A dead-end page is a page on a website that has no outbound links, even excluding:

• Header and footer links
• Main navigation links
• Breadcrumbs

By excluding any further navigation points, the page presents a dead-end to users.

Deep Links

Deep links are URLs that lead users to specific content within a website or app, bypassing the homepage or main menu. They allow for more precise navigation and can improve user experience by providing direct access to relevant information.

Direct Answer (aka Quick Answer, Answer Box)

A Direct Answer is a Google SERP feature that appears at the top of the search results in response to an informational query that can be answered briefly with publicly available information. The types of Direct Answers can be categorized into:

• Weather
• Dictionary
• Calculations
• Unit conversions
• Sports
• Stocks and index funds
• Quick facts

Direct Traffic

Direct traffic refers to website visits from users who access the site by typing the URL directly into their browser’s address bar, using a bookmark, or clicking on a link from a non-web source such as an email or document.

Read more: How to Check Website Traffic: Analyzing the Digital Data

Directory

A directory is an online resource that lists websites based on their categories and subcategories. They serve as a curated collection of links to other websites, often including brief descriptions of each listed site or business.

Disavow Backlinks

Disavow backlinks is a Google Search Console tool that allows you to request that Google ignore certain low-quality links when assessing your site. Google recommends using the tool only if you believe you have a considerable number of spammy, artificial, or low-quality links pointing to your site and are confident that the links are causing issues.

Discover More Places

Discover More Places is a carousel-type Google SERP feature that appears at the bottom of the search results page when users search for local restaurants. The carousel displays images representing different restaurant categories. When a user clicks on one of these images, it opens Google’s Local Finder, presenting a list of restaurants within the selected category along with an interactive map.

Domain Name System (DNS)

The Domain Name System (DNS) is a global network of servers that functions as a vast directory. It translates domain names—the user-friendly addresses people type into their browsers—into IP addresses. These IP addresses provide the routing information for locating the servers that host websites. This system enables users to access websites using memorable names instead of numerical IP addresses.

Domain Name System Server (DNS Server)

A Domain Name System (DNS) server is a specialized computer that includes a directory mapping domain names (like yourdomain.com) to their corresponding IP addresses (e.g., 212.199.202.114). When a user enters a URL in their web browser, the browser queries the DNS server provided by the user’s Internet Service Provider (ISP). This DNS server then returns the IP address of the server hosting the requested website, along with routing information to reach that server. This process allows users to access websites using memorable domain names instead of numerical IP addresses.

Domain

A domain name is the address of a website that serves as a human-friendly locator of a website or resource on the internet (like google.com and similarweb.com). When a user types a domain name in the address bar of a web browser, the browser performs a query to a DNS server in order to find out where the domain’s website is located on the internet. The DNS lookup retrieves the IP address associated with the domain name, and then the browser navigates to the website’s server and requests the resource from the server.

Domain Name Registrars

A domain name registrar is an organization, usually commercial, that sells and manages the ownership records of domain names. Domain name registrars are licensed by the top-level domain registries. Domain owners notify the registrar, normally through the registrar’s website, of the location of their domain name servers.

Doorway Page (aka Gateway Page)

A doorway page is a highly optimized page for a keyword or several keywords that redirects people to a different page. The redirecting action is sometimes automatic, using a meta-refresh script or tricking people into clicking on a link. Search engines consider this a misleading and prohibited practice, and websites caught doing this are heavily penalized or removed from the search engine’s index. Doorway pages are also called gateway pages, jump pages, and bridge pages.

Domain Trust Score (DTS)

The Similarweb Domain Trust Score evaluates the authority or trustworthiness of a domain and is used to predict how well a website is likely to rank in the search results.

DuckDuckGo

DuckDuckGo is a technology company dedicated to online privacy. Its primary product is a privacy-focused search engine. Additional offerings include:

• Privacy-enhancing browser extensions for major web browsers
• A mobile web browser with built-in privacy features
• A desktop browser app

Duplicate Content

Duplicate content refers to identical or highly similar content appearing on multiple pages within a website or across different websites. From an SEO perspective, this is problematic as search engines aim to avoid displaying multiple listings with the same content in their results. On a single website, duplicate content can occur due to:

• Unintentional mistakes
• URL parameters resulting in multiple versions of the same page

Solutions include:

• Implementing 301 redirects for mistaken duplicates
• Using canonical tags to indicate the primary version
• Utilizing parameter handling tools in Google Search Console and Bing Webmaster Tools

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is a framework outlined in the Quality Rater’s guidelines in which Google’s human reviewers assess the quality of a site and site content and provide feedback on the search results.

Ecommerce

Ecommerce, or electronic commerce, refers to the buying and selling of goods and services over the internet. It encompasses a wide range of online business activities, including retail shopping, banking, investing, and rentals. Ecommerce allows consumers to shop from anywhere with internet access, providing convenience and a broad selection of products.

External Links

External links, also known as outbound links, are hyperlinks that direct users to web pages outside of the current website. These links typically lead to different domains or subdomains, providing access to additional information, resources, or related content from other sources on the internet.

F-K SEO Terms

Favicon

A favicon is a small icon associated with a webpage, displayed in a browser tab alongside the page title or in the address bar. It usually resembles the website’s logo, helping users visually identify open websites across multiple browser tabs.

Featured Snippet

The Featured Snippet SERP feature is a short answer that appears above the organic search results on page one of Google. They can be presented as a paragraph, a bulleted or numbered list, a table, or a large YouTube video player. Featured Snippets include a URL that points to the page where the content originates.

Fetch as Google

Fetch as Google is a tool in Search Console that allows users to test if Googlebot can fetch a URL on their site and see how it renders a webpage. Once the fetch attempt is completed, one of four statuses will be shown: Complete, Partial, Redirected, or an error message. If a status other than Complete is received, the user can then troubleshoot the problem.

First Contentful Paint (FCP)

First Contentful Paint (FCP) is a Core Web Vitals metric measuring the time from the beginning of page loading to when the first part of the page’s content is rendered on the screen. The content can be one of the following: text, images, SVG, or color canvas elements. The measurements are categorized as follows:

• Good: 0 – 1.8 seconds
• Needs Improvement: 1.8 – 3.0 seconds
• Poor: 3.0 seconds and longer

First Input Delay (FID)

First Input Delay (FID) is a Core Web Vitals metric that measures the time from when a user first interacts with a page to when the browser begins processing event handlers in response to that interaction. The interactions include clicking on a link, clicking on a button, or using other custom controls. The breakdown is as follows:

• Good: 0-100 ms
• Needs Improvement: 100-300 ms
• Poor: 300 ms and longer

Focus Keyword (Main Keyword)

A focus keyword is the primary search term or phrase that a web page is optimized to rank for in search engine results. It represents the main topic of the page and aligns with the search intent of users looking for that specific information or content.

File Transfer Protocol (FTP)

FTP (File Transfer Protocol) is a standard network protocol used for transferring files between computers over a network. While most users prefer FTP programs with graphical interfaces for file transfers, FTP can also be used on Unix systems via command-line interfaces. Popular FTP client software includes FileZilla and Core FTP LE, which provide user-friendly interfaces for managing file transfers.

Google

Google is the world’s most popular search engine, enabling users to find information across the web through keyword searches. It utilizes complex algorithms to rank and display the most relevant results based on various factors, including content quality and user experience. Google also offers a suite of tools and services for webmasters to optimize their websites for better visibility and performance in search results.

Google Analytics (GA4)

Google Analytics is a powerful, primarily free web analytics service offered by Google. It tracks and reports website traffic, providing insights into user behavior and site performance. When properly configured, it can monitor specific goal completions such as online purchases or newsletter signups.

Read more: Similarweb vs. Google Analytics

Google Dance

Google Dance is a term describing the massive rank fluctuations that occurred in the past when Google updated its rank algorithm monthly. Since Google began implementing much smaller algorithm updates on a daily basis, the rank changes are normally less dramatic, and therefore, Google Dance is no longer a term frequently used in the SEO industry.

Google for Jobs

Google for Jobs is a search feature that enhances job-related queries in Google’s search results. When users search for job opportunities, Google displays a dedicated section showcasing relevant job listings. This feature aggregates job postings from various sources, including major job boards (e.g., Monster.com, CareerBuilder) and company websites, presenting them in a user-friendly format.

Google Hotel Pack

The Hotel Pack is a Google SERP feature similar to the Local Pack, but specifically for hotels. It displays a list of hotels for a location featured in the search query. This feature typically shows four hotel results, each including an image, name, price, and rating. Additionally, it includes a map showing more hotel locations and their corresponding prices.

Google Hummingbird Algorithm Update

Hummingbird is an algorithm introduced by Google in August 2013. It interprets user intent based on the context of the entire search query, rather than focusing on individual keywords. The algorithm then provides search results that best match this interpreted intent.

Google Juice

Google juice is a colloquial term often used when referring to the rank authority or rank “power” passed on from one page to another by linking from the first page to the second.

Google Leak

During May 2024, over 2500 pages of Google’s internal algorithm documentation were accidentally leaked. Although the leak documents do give SEOs an insight into Google’s search algorithms, the information in the document is without context and the factors are not weighted in any way.

Google Business Profile (GBP)

Google Business Profile (GBP), formally known as Google My Business, is a free Google tool that businesses use to influence how they appear in:

• Google search results
• Google Maps
• Google Shopping

Google Optimize

Google Optimize, which sunset in September 2023, was a free tool that assisted digital marketers in increasing conversion rates on landing pages. Optimize’s interface was a visual editor, eliminating the need to know how to write code. Once a page had been modified, Google Optimize ran an A/B test of the original page and the modified page and reported the results of the two versions.

Google Panda Algorithm Update

The Panda algorithm, originally rolled out by Google in February 2011, aims to demote low-quality websites and those attempting to manipulate Google’s ranking systems. Unlike some other algorithms, Panda affects entire websites rather than individual pages. In March 2013, Google announced that Panda had become part of its core algorithm and would be continually updated. Sites penalized by Panda can recover if they address the issues that led to their demotion.

Google Penguin Algorithm Update

Google’s Penguin algorithm, first released on April 24, 2012, was designed to filter out spammy web pages from the search results. The algorithm targets websites employing various techniques like keyword stuffing and link schemes to artificially increase their rankings. Penguin was incorporated into Google’s core algorithm in September 2016.

Google Pigeon Algorithm Update

Google’s Pigeon algorithm, rolled out in July 2014, focuses on improving the results of local search queries. Prior to Pigeon, searches on the web and on Google Maps provided different results. The Pigeon algorithm solved that problem while giving a rank boost to local directories like Yelp, TripAdvisor, and Open Table.

Google Possum Algorithm Update

Possum is the nickname given by the local search community to Google’s algorithm released in early September 2016. According to Joy Hawkins, a local search expert, the algorithm’s aim was to combat the rampant spam in Google Maps and Local Finder.

Google Posts

Google Posts is a feature that allows business owners to publish content directly to their business Knowledge Panel that appears on the SERP and in Google Maps. The posts can include text and images as well as call-to-action buttons such as:

• Learn More
• Buy
• Sign up

Google Sandbox

Google Sandbox is a theory that Google places new websites under a probationary period in which they do not rank well. According to the theory, the reason for sandboxing is that Google doesn’t rank sites until they have been established as legitimate and trustworthy.

Google Search Console (Webmaster Tools)

Google Search Console (formerly known as Webmaster Tools) is a free online service that allows website owners to monitor their site’s performance in Google Search results. It provides tools to analyze and optimize technical aspects of a website, track search analytics, and identify issues that may affect search visibility and traffic.

Read more: How to Use Google Search Console for SEO

Google Search Essentials

Google Search Essentials is an online resource that offers basic recommendations for improving search rankings. The core of this document is the quality guidelines, which outline practices Google deems unacceptable. Websites violating these guidelines risk being deindexed or having their rankings lowered based on the severity of the violation.

Google Travel

Google Travel is a trip-planning service integrated into Google Search. It allows users to:

• Choose destinations
• Set travel dates
• Compare prices
• Explore accommodations and activities

Google Trends

Google Trends is an online tool that provides information on the relative popularity of search terms (without search volumes). The results can be filtered based on country, region, time period, interest category, and search type (Google Web, image, news, YouTube, and Google Shopping).

Read more: Similarweb Trends vs Google Trends: Who Does it Better?

gTLDs (Generic Top-Level Domains)

gTLDs are the rightmost segment of a web address, managed by the Internet Assigned Numbers Authority (IANA). They’re called ‘generic’ to distinguish them from ccTLDs (country code top-level domains). The original gTLDs included .com, .net, .org, .edu, .gov, and .int.

HTML Head Tag

The <head> tag defines the head section of an HTML document, containing metadata not displayed on the page but used by browsers and search engines. This section typically includes:

• Document title (<title>)
• Links to stylesheets and scripts
• Meta tags provide information about the document’s content and structure

Hits

A hit is a request for any file (e.g., web page, image, JavaScript, CSS) from a web server. In the internet’s early days, hits were used to measure website traffic. However, this metric became obsolete because:

• The number of files per web page varies widely
• A more standardized measurement was needed

Today, web traffic is typically measured using:

• Page views
• Unique visitors
• Unique sessions

Homepage

The homepage is the main entry point of a website, typically accessed by typing the site’s domain name without any additional path. It serves several important functions:

• Introduction: Provides an overview of the website’s purpose and content
• Navigation: Offers links to key sections of the site
• Branding: Showcases the site’s logo and visual identity
• Updates: Often features recent content or announcements
• Call-to-Action: May include prominent buttons or forms for primary user actions

Hreflang Tag

Hreflang is an HTML attribute that specifies alternative URLs for a web page in different languages or regions. Typically placed in the <head> section, it:

• Informs search engines about related translated content
• Helps prevent duplicate content issues
• Enables serving the appropriate language version in search results

HTML (Hyper Text Markup Language)

HTML (Hypertext Markup Language) is the standard markup language used to create web pages on the internet. After an HTML web page is created and stored on a web server, it can be fetched by a web browser, which then renders the page by reading and executing the instructions (HTML tags) contained in the HTML document.

HTML Headings (H Tags, Title Tags)

HTML headings are tags that define the hierarchical structure of a web page’s content, ranging from H1 to H6. Key points:

• H1 tag is typically used for the main title of the page.
• H2-H6 tags are used for sections and subsections in descending order of importance.
• Each page should have only one H1 tag.
• The H1 should include the main keyword targeted by the page’s content.

HTTP / HTTPS

HTTP (Hypertext Transfer Protocol) is the protocol web browsers and servers use to transfer web pages and associated files.

HTTPS (Hypertext Transfer Protocol Secure) is an encrypted version of HTTP using Transport Layer Security (TLS). Its main advantages are:

• Data Integrity: Prevents content tampering
• Privacy and Security: Protects against eavesdropping and man-in-the-middle attacks
• Authentication: Verifies users are communicating with the intended website

HTTPS is essential for protecting sensitive information like login credentials and financial data. For a more detailed comparison, see our article on HTTP vs. HTTPS.

HTTP Headers

HTTP headers are the initial requests and responses passed between a browser and a web server. They include information such as the:

• Client browser
• Requested page
• Server type

However, they can also include instructions to the browser to redirect to another page or to a search engine not to index the page requested.

Hub Page

A hub page is a central page that represents a high-level overview of a topic. It typically contains internal links to other pages that offer more detailed information about various aspects of the subject. Hub pages serve as a navigation tool, helping users find relevant content within a website and understand the breadth of information available on a particular topic.

Iframe

An iframe (short for inline frame) is an HTML element that allows external content to be embedded and displayed in a webpage. They are commonly used for:

• Embedding multimedia content (e.g., YouTube videos)
• Integrating maps (e.g., Google Maps)
• Displaying ads
• Loading third-party widgets or tools
• Seamlessly incorporating content from other sources

Image Thumbnail

An image thumbnail is a small image that appears alongside the organic text results. It is sourced from the page linked in the search result and offers a visual preview of the page’s content.

Images Box

An Images Box is a carousel of images that appears in response to queries where a selection of visuals can enhance the searcher’s experience. Example queries that trigger the Images Box SERP feature include ‘Golden Gate Bridge,’ ‘sports cars,’ and ‘skyscrapers.’

Inbound Link

An inbound link, or backlink, refers to when another website hyperlinks to a page on your website.

Indexed Pages

Indexed pages are web pages that a search engine has crawled, analyzed, and added to its database. These pages can appear in search results. A search engine may index pages for two main reasons:

• The website owner submits pages for indexing.
• The search engine’s bot discovers pages through links from other indexed pages.

Intent

Intent refers to what a user is seeking or trying to accomplish when typing a query into a search engine. This can include various types of intent, such as buyer intent, where the user is looking to make a purchase, or search intent, which reflects the specific information or action the user wants to achieve through their query.

Internal Link

An internal (or interlink) link is a hyperlink from one page to another on the same website. Google considers an internal link to be a ranking signal as to the relevancy of the destination page to the keyword appearing in the link’s anchor text.

IP Address

An IP address, or Internet Protocol address, is a unique series (4 or 6) of 3-digit decimal numbers separated by periods that serves as a distinct address for a computer on the internet (or intranet) to which traffic can be routed to and from.

IP Cloaking

IP cloaking is a technique used to present different content to search engines than what is shown to regular users, based on the IP address of the visitor. This practice is generally considered a form of search engine manipulation and is against most search engines’ guidelines.

Java
Java is a versatile, object-oriented programming language used to create cross-platform applications, including web applications and applets. Its key feature is “write once, run anywhere,” meaning Java programs can run on any device with a Java Virtual Machine, regardless of the underlying hardware or operating system.

Javascript
JavaScript is a client-side scripting language used to create interactive and dynamic elements on web pages. It runs in the user’s web browser and is supported natively by all major browsers without requiring plugins. JavaScript enables developers to enhance user experience, manipulate page content, and interact with servers asynchronously.

Keyword

In the context of SEO, a keyword is a word or short phrase that people search for on the web. One or two-word keywords are known as short-tail keywords, whereas keywords with three or more words are considered long-tail keywords. Generally speaking, the larger the monthly search volume is for a keyword, the greater the competition is to rank for that keyword.

Keyword Cannibalization

Keyword cannibalization occurs when multiple pages on a website target the same keyword(s) in their titles and content. This can confuse search engines about which page is most relevant for the keyword, potentially diluting the site’s ranking power. To avoid this, each page should focus on unique, specific keywords related to its content.

Keyword Density

Keyword density is the percentage of times a keyword appears on a web page compared to the total word count. While once considered important for SEO, modern search engines use more sophisticated methods to determine relevance. Excessive keyword density can be seen as keyword stuffing, which may negatively impact rankings.

Keyword Research

Keyword research is the process of identifying and analyzing terms and phrases that people use in search engines relevant to a website’s content. Effective keyword research considers search volume, competition, relevance, and user intent to inform content strategy and optimize for organic search traffic.

Keyword Research Tool

A keyword research tool is a software application or online platform that helps users discover and analyze search terms that people enter into search engines. These tools provide insights into keyword popularity, competition, and search volume, aiding in the selection of effective keywords for SEO, content creation, and online advertising strategies.

Keyword Stuffing

Keyword stuffing is a black hat SEO practice of unnaturally overusing keywords on a web page to manipulate search engine rankings. This technique is against search engine guidelines and can result in penalties. Modern search algorithms, like Google’s Penguin update, are designed to detect and penalize keyword stuffing, emphasizing the importance of natural, high-quality content.

Knowledge Graph

Google’s Knowledge Graph is a semantic network of interconnected entities and facts used to enhance search results. It powers various SERP features, including the Knowledge Panel, providing users with direct answers and additional context about their queries. The Knowledge Graph aims to understand real-world relationships between people, places, things, and concepts.

Knowledge Panel

The Knowledge Panel is a SERP feature that displays summarized information about a search query topic. It appears prominently in search results, showing key details, images, and related links sourced from Google’s Knowledge Graph. Knowledge Panels can include descriptions, factoids, social media links, and other relevant information to provide users with quick, authoritative answers.

L-T SEO Terms

Landing Page

A standalone webpage designed to capture visitors and convert them into leads or customers. It often has a clear call to action (CTA) and can be optimized for a specific keyword or campaign.

Largest Contentful Paint (LCP)

Largest Contentful Paint (LCP) is a Core Web Vitals metric that measures the render time of the largest visible content element within the viewport. It’s an important user-centric measure of perceived load speed. Google categorizes LCP times as:

• Good: 0-2.5 seconds
• Needs Improvement: 2.5-4.0 seconds
• Poor: Over 4.0 seconds

Latent Semantic Indexing (LSI)

Latent semantic indexing is a method developed to identify relationships between terms and concepts in content by analyzing patterns and synonyms. Though often mentioned in SEO discussions, experts like Bill Slawski highlight that LSI is an outdated technology and is not used in modern search engines today. Instead, search engines use more advanced algorithms to understand context and relevance.

Legal Terms Page

A legal terms page is a webpage on a website that outlines the legal terms and conditions governing the use of the site. It typically includes disclaimers, privacy policies, and user agreements, providing legal protection to the website owner and informing users of their rights and responsibilities while using the site.

Link (Hyperlink)

A link, or hyperlink, is an HTML element that connects one web page or resource to another. When clicked, it directs the user to the target URL. Links can be applied to text (anchor text) or images and are fundamental to web navigation and search engine crawling.

Link Bait (Linkbait)

Link bait is content created specifically to attract backlinks from other websites. While it can be used positively to create valuable, shareable content (like infographics or in-depth guides), it can also refer to manipulative tactics. Effective link bait provides genuine value to users while naturally encouraging others to link to it.

Link Building

Link building is the practice of acquiring backlinks from other websites to improve search engine rankings and increase referral traffic. White hat techniques include creating high-quality content, outreach to relevant websites, and leveraging social media. Black hat methods, like buying links or using link farms, violate search engine guidelines and can result in penalties.

Link Exchange (Reciprocal Link)

A link exchange occurs when two websites agree to link to each other, often to attempt to boost their search rankings. While some reciprocal linking can be natural, excessive link exchanges are considered a manipulative tactic by search engines. Google’s Webmaster Guidelines warn against overuse of reciprocal links, as they can negatively impact search rankings.

Link Farm

A link farm is a network of websites created primarily to generate artificial backlinks, aiming to manipulate search engine rankings. This practice violates search engine guidelines and can result in severe penalties, including de-indexing of both the link farm and the websites benefiting from it. Search engines have sophisticated algorithms to detect and penalize link farms.

Link Hoarding

Link hoarding is the misguided practice of accumulating inbound links while avoiding outbound links, based on the misconception that outbound links diminish a site’s authority. In reality, natural outbound links to relevant, high-quality sources can enhance user experience and potentially improve SEO performance.

Link Juice

‘Link juice’ is an informal SEO term referring to the ranking power or authority passed from one web page to another through hyperlinks. While the term is outdated, the concept remains relevant: high-quality, relevant backlinks from authoritative sites can positively influence a page’s search engine rankings.

Local Finder

The Local Finder is an extended list of local business results in Google Search, accessed by clicking “More places” in the Local Pack. It displays a paginated list of relevant local businesses alongside an interactive map, allowing users to explore more options beyond the initial Local Pack results.

Local Pack

The Google Local Pack is a prominent SERP feature displaying three local business listings for relevant queries. It includes a map, business names, addresses, phone numbers, and sometimes additional information like ratings or hours. Ranking in the Local Pack depends on relevance, distance, and prominence factors, including Google My Business optimization, reviews, and local citations.

Local SEO

The practice of optimizing a business’s online presence to improve visibility in local search results. This includes enhancing rankings in Google Local Packs, local organic search, and maintaining accurate listings on major business directories (e.g., Google My Business, Yelp). It also involves obtaining local citations and reviews to boost brand reputation and search rankings.

Long Tail Keyword

Long-tail keywords are keyword phrases consisting of three or more words, typically with lower search volume but higher specificity than short-tail keywords. The term ‘long tail’ comes from the graphic representation of search volume vs. keyword length, where longer phrases extend into a ‘tail’ shape on the graph due to their lower search volumes.

Machine Learning

Machine learning is a branch of artificial intelligence that enables computers to learn and make decisions without explicit programming. In SEO, machine learning is used in algorithms like Google’s RankBrain to adjust rankings based on historical signals and improve content extraction for features like Featured Snippets.

Manual Action Penalty

A manual action penalty is a punitive measure taken by a human reviewer at Google against a website that violates webmaster quality guidelines. Penalties can range from lowered rankings to complete removal from search results.

Meta Description

The meta description is an HTML attribute in a web page’s header that provides a brief summary of the page’s content. Search engines often display this description, along with the page title, in search results.

Meta Keywords

Meta Keywords is a deprecated HTML element that once listed relevant keywords for a web page. Search engines no longer use meta keywords as a ranking factor due to widespread abuse.

Meta Tags

Meta tags are structured data elements appearing in the head section of web pages. They are structured because they are standardized tags that define specific attributes relating to the page. The most commonly used meta tags are the meta title and meta description because without them a page’s listing on search engines would be incomplete.

Meta Title (Page Title. Title, Title tag)

The meta title is a structured data element in the HTML header of web pages that provides information about the page’s content. Common meta tags include the title tag and meta description.

Metadata

Metadata is information that describes or provides context about other data. In web design, metadata includes elements like meta tags that give information about a web page’s content.

Mirror Site

A mirror site is an exact replica of a website hosted on a different server, mirroring its content and structure. It serves multiple purposes:

• Load Balancing: Distributes traffic across multiple servers, preventing overload.
• Improved Access Speed: Reduces latency for users in various regions.
• Redundancy: Ensures continuous service even if the primary site fails.
• Bandwidth Management: Optimizes traffic distribution and resource usage.

When using mirror sites, canonical tags are crucial to prevent search engine penalties caused by duplicate content.

Mobile SEO

Mobile SEO involves optimizing website content to ensure it displays correctly across various mobile device screen sizes. It also focuses on enhancing the overall user experience by improving page speed, usability, and other mobile-specific factors.

Mobile-First Indexing

Mobile-first indexing is the process by which Google primarily uses the mobile version of a website’s content for indexing and ranking in search results.

Natural Language Processing

Natural Language Processing (NLP) is a branch of artificial intelligence and computer science focused on enabling computers to understand, interpret, and generate human language. In SEO, NLP helps search engines better comprehend user queries, leading to more accurate search results and improved user experience. It plays a crucial role in voice search, sentiment analysis, and content optimization.

Niche

A niche is a specialized segment of a larger market, characterized by specific needs, preferences, or interests. In SEO and digital marketing, targeting a niche allows businesses to focus their efforts on a well-defined audience, often resulting in more effective engagement, higher conversion rates, and less competition for keywords and search visibility.

Nofollow

The Nofollow attribute is an HTML tag (rel=”nofollow”) added to links to instruct search engines not to pass PageRank or ranking credit to the linked page. While initially designed to prevent search engines from following the link, modern search engines may still crawl nofollow links but typically don’t consider them for ranking purposes. Nofollow is commonly used for paid links, user-generated content, and certain internal links to comply with search engine guidelines.

Noindex

Noindex is a robots meta directive that instructs search engines not to include a specific page in their search results. It can be implemented through a meta tag in the HTML <head> section (e.g., <meta name=”robots” content=”noindex”>) or via the X-Robots-Tag HTTP header. When a search engine encounters a noindex directive on a previously indexed page, it will remove that page from its index after recrawling. This is useful for preventing duplicate content issues, private pages, or temporary content from appearing in search results.

Off-Page SEO

Off-page SEO refers to the activities performed outside of your website that can influence your website’s search engine rankings. This includes things like:

• Building backlinks
• Promoting content on social media
• Guest posting on other industry blogs
• Leveraging online business listings and directories
• Generating positive online reviews

The goal of off-page SEO is to improve your website’s authority, relevance, and trustworthiness in the eyes of search engines, which can lead to higher rankings and more organic traffic.

On-page SEO

On-Page SEO refers to the optimization of elements within your website that can influence its search engine rankings. This includes things like:

• Optimizing page titles, meta descriptions, and header tags
• Improving page content and structure
• Optimizing images and other media
• Improving internal linking

The goal of on-page SEO is to make your webpages relevant for both online user search queries.

Online reputation management

Online reputation management (ORM) refers to a field aiming to positively influence the reputation of an individual, entity, product, or service on the internet. Optimizing the entity’s website and social media accounts for keywords relating to the brand through SEO, proactively working to ensure positive mentions on social media and online review sites all fall under the sphere of online reputation management.

Organic conversion rate

Organic Conversion Rate refers to the percentage of visitors who arrive at your website through organic search results (not paid ads) and then complete a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.

Organic links

Organic links are backlinks (links from other websites to your website) that are earned naturally, without any paid or manipulative tactics. These are considered more valuable for SEO than links obtained through link schemes or other artificial methods.

Organic search results

Organic Search Results refer to the search engine results that are displayed based on their relevance to the search query, as determined by the search engine’s algorithm. This is in contrast to paid search results or additional SERP features that may appear on the search results page.

Organic traffic

Organic Traffic refers to the visitors that arrive at a website through unpaid, natural search results, as opposed to traffic generated through paid advertising or other marketing channels.

Orphan page

Sometimes called “orphan post”. An orphan page is a webpage with no internal links pointing to it, making it hard for users and search engines to discover.

Outbound links (External links)

Outbound Links (External Links) are hyperlinks on a website that point to other websites, as opposed to internal links that point to other pages within the same website.

Pagerank (PR)

PageRank is a score that Google assigns to a web page based on the quantity and quality of backlinks it receives from other websites. The quality of an incoming link depends on factors like the PageRank and relevance of the linking domain or page. While Google once allowed the public to view a page’s PageRank via their toolbar, this feature was discontinued in mid-2016, making PageRank no longer publicly visible.

Pagespeed

PageSpeed refers to how quickly a web page loads, including all its elements. Major search engines consider page speed when determining rankings. All else being equal, a slower-loading page will typically rank lower than a faster one.

Pageviews (Impressions)

Pageviews is a metric used to measure website traffic, representing the total number of times web pages are viewed by visitors over a specific period. However, this metric doesn’t indicate the number of unique visitors, as each user can view multiple pages during their visit.

Parasite SEO

Parasite SEO is a tactic where content is published on high-authority websites to rank quickly in search results. This strategy exploits the strong domain authority of the host site to boost the visibility of the content.

PBN

A PBN is a network of websites created to build backlinks to a central site, boosting its search engine rankings. These networks are often made up of expired domains with high authority. While effective, using PBNs is against Google’s guidelines and can result in penalties.

People Also Ask

People Also Ask is a SERP feature that consists of a group of search queries or questions which are similar or directly related to the original search query. The questions appear in an expandable table format. When a user clicks on one of the questions, that row expands to display a snippet of text similar to a Featured Snippet, and another suggested related question is added to the table.

Phone feature

The Phone feature is a Google mobile search engine results page (SERP) feature that appears as a telephone icon together with the relevant business’ telephone number in certain search results. Tapping on the phone number opens the user’s default phone app with the telephone number already entered and ready to dial.

PHP

PHP (Hypertext Preprocessor) is a popular server-side scripting language widely used for web development. It is designed to be embedded within HTML and can be used to create dynamic and interactive websites. PHP is an open-source language and is known for its flexibility, ease of use, and large community support.

Position zero

Position Zero, also known as the featured snippet, is a prominent search result that appears at the top of Google’s search engine results page (SERP), above the traditional organic search results. This position is highly coveted by website owners as it provides increased visibility and can drive significant traffic to a website.

Privacy policy

A legal document on a website that explains how the site collects, uses, and protects visitor data, including cookies and personal information. Required by laws like GDPR and CCPA, a privacy policy helps build trust with users and ensures legal compliance while protecting both the website owner and visitors.

PTS (Page Trust Score)

A metric developed by some SEO tools that measures a webpage’s trustworthiness and authority based on factors like backlinks, domain age, and content quality. While not an official Google metric, PTS helps SEO professionals evaluate and compare the relative strength of different pages within their niche.

Quality content

Content that provides genuine value to users by being accurate, relevant, well-written, and addressing the searcher’s intent. It typically includes original insights, proper citations, and clear organization. Search engines increasingly favor quality content that demonstrates expertise, authoritativeness, and trustworthiness (E-A-T).

Query

The actual words or phrases that a user types into a search engine to find information. Also called a “search query” or “keyword.” Understanding user queries and their intent is crucial for optimizing content and improving search rankings, as search engines aim to match results with user search intent.

Rank

A webpage’s position in search engine results for a specific query, with position #1 being the first result below any ads. Rankings can fluctuate based on numerous factors including relevance, authority, user location, and search history, making them a dynamic rather than static metric.

Rank tracking

The process of monitoring a website’s search engine positions for specific keywords over time. It helps measure SEO success and identify trends or issues that need attention, often using specialized tools to record daily or weekly ranking changes.

RankBrain

Google’s machine learning AI system that helps process search results and interpret user queries. It’s particularly important for understanding never-before-seen searches and matching them with relevant results based on learned patterns of similar queries.

Ranking factor

Any element that search engines consider when determining where to rank a webpage in search results. These include aspects like content quality, backlinks, mobile-friendliness, page speed, and user experience signals, with Google using over 200 known ranking factors.

Redirects

Instructions that automatically send users and search engines from one URL to another. Common types include 301 (permanent) and 302 (temporary) redirects, with 301 redirects being preferred for SEO as they pass along most of the original page’s ranking power.

Referrer string

A piece of data that indicates which website or source sent a visitor to your site. This information is valuable for tracking traffic sources and understanding user navigation patterns across the web.

Related Search

Suggestions that appear at the bottom of search results showing terms similar to the user’s original query. These can provide valuable keyword research insights and help understand the broader context of user searches.

Responsive web design

A design approach that makes websites adapt automatically to different screen sizes and devices. This is crucial for SEO as mobile-friendliness is a ranking factor and affects user experience across all devices.

Reviews stars

The visual star ratings that appear in search results for products, services, or businesses. These rich snippets can significantly improve click-through rates and are generated from structured data markup on review content.

Rich cards

Visual search results that appear in a card-like format, typically showing images, ratings, and key information. Originally designed for mobile search, they provide enhanced visibility for content like recipes, movies, and local businesses.

Rich snippet

Enhanced search result listings that display extra information beyond the standard title, URL, and description. These can include elements like star ratings, prices, cooking times, or event dates, created using structured data markup.

Robots.txt file

Robots.txt is a text file placed in a website’s root directory that tells search engines which pages or sections of the site they can and cannot crawl. It’s an essential tool for managing search engine access and optimizing crawl budget.

ROI (Return on Investment)

A measurement of the profitability of SEO efforts, calculated by comparing the costs of SEO activities against the resulting revenue or conversions. This helps businesses evaluate the effectiveness of their SEO strategies and justify marketing budgets.

RSS feed

A standardized format that allows users to subscribe to website updates and receive new content automatically. While less commonly used today, RSS feeds can still help with content distribution and maintaining regular engagement with your audience.

SAB (Service Area Business)

A type of local business that serves customers within a defined geographic area, rather than at a physical storefront. Examples include plumbers, electricians, home repair services, etc. SABs have specific SEO requirements to rank well in local search results.

Schema

A way of structuring data on web pages so that search engines can better understand and display the content. Schema markup uses standardized vocabulary and formats to provide additional context about the page’s content, such as events, products, reviews, and more.

Search algorithm

The complex set of rules and processes used by search engines to crawl, index, and rank web pages in their search results. Search algorithms are continuously updated to improve the relevancy and quality of search results.

Search Box

The input field on a website or search engine where users can enter their search queries. The design and placement of the search box can impact user experience and conversion rates.

Search Engine

A web-based tool that allows users to search for information on the internet. Major search engines include Google, Bing, Yahoo, and DuckDuckGo. Search engines use web crawlers, indexing, and ranking algorithms to provide users with the most relevant and authoritative results for their queries.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is the practice of promoting websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. SEM involves strategies and tactics like pay-per-click (PPC) advertising, retargeting, and search engine optimization (SEO).

Search Engine Optimization (SEO)

SEO, or Search Engine Optimization, is the practice of optimizing a website to improve its visibility in search engine results, aiming to increase organic (unpaid) traffic by making content more relevant, accessible, and authoritative for specific search queries.

Search operators

Search operators are special commands used within search engines to narrow, expand, or refine search results. Examples include using quotes for exact phrase matching, the “site:” operator to search within a specific website, and the “-” operator to exclude certain keywords.

Seed keyword

A seed keyword is a broad, high-level keyword that serves as the starting point for keyword research and expansion. Seed keywords are used to discover related, long-tail keywords that are more specific and often have lower competition.

SEO Friendly URL

An SEO-friendly URL is a web page address that is optimized for search engines and human users. SEO-friendly URLs are clear, concise, and descriptive, often including relevant keywords.

SEO toolbars

SEO toolbars are browser extensions that provide additional data and functionality to help users analyze and optimize websites for search engines. These tools can display metrics like PageRank, backlinks, and keyword density.

SERP (Search Engine Results Page)

A search engine results page is the page displayed by a search engine in response to a user’s search query. The SERP contains a list of websites, images, videos, or other content relevant to the user’s search.

SERP features

SERP features refer to the different types of content and functionality that can appear on a search engine results page, beyond the traditional ‘ten blue links.’ Examples include Featured Snippets, Knowledge Panels, Local Packs, Image Carousels, and Video Results.

SERP volatility

SERP volatility refers to the degree of fluctuation or change in a website’s ranking position on search engine results pages over time. High volatility indicates that a website’s ranking is unstable and can change frequently. You can check the SERP volatility with our SERP volatility checker.

Server

A server is a computer or device that provides data, services, or resources to other computers (clients) over a network. Servers can host websites, applications, databases, and other online services.

Server log files

Server log files are records of the activity and interactions on a web server. They can provide valuable data for SEO and website performance analysis, such as visitor traffic, user behavior, and error messages.

Similar link (on Google)

The ‘Similar’ link on Google is a SERP feature that allows users to find web pages that are conceptually similar to the current page, based on Google’s analysis of the content and linking structure.

Sitelinks

Sitelinks are the additional links that sometimes appear under a website’s main listing in search engine results. They provide direct access to important pages within the website.

Sitemap

A sitemap is a file that lists the web pages within a website, typically used to help search engines crawl and index the site more effectively.

Slug

A slug is the part of a URL that identifies a specific page within the website’s hierarchy, coming after the domain and any folder paths. For example, in www.example.com/blog/seo-tips, “blog” is a folder, and “seo-tips” is the slug. Together, these elements create a structured, readable URL that helps both users and search engines understand the content and organization of the site.

Social signal

A social signal refers to engagement, sharing, or interaction data from social media platforms that can influence a website’s search rankings.

Soft 404 error

A soft 404 error occurs when a webpage appears to be missing (like a regular 404 error) but still returns a ‘200 OK’ status code instead of a ‘404 Not Found’ status. This usually happens when a page shows a ‘not found’ message or minimal content but does not communicate the correct error status to search engines.

Spamdexing

Spamdexing involves using deceptive tactics, such as keyword stuffing, cloaking, or hidden text, to manipulate search engine rankings artificially. These practices aim to attract more traffic but often violate search engine guidelines and can result in penalties or lower rankings.

Spider trap

A spider trap is a technical issue where a web crawler, or “spider,” gets caught in a loop of links or endless pages, preventing it from properly indexing the site. Spider traps can unintentionally block search engines from accessing important content, which can hurt the site’s SEO performance.

SSL certificate

An SSL (Secure Sockets Layer) certificate encrypts data transferred between a website and its users, providing a secure browsing experience via HTTPS. Having an SSL certificate is a positive SEO signal, as it protects user data and aligns with search engines’ preference for secure sites.

Status codes

Status codes are three-digit HTTP responses that communicate the condition of a web page to users and search engines. Common status codes include 200 (OK) for accessible pages, 404 (Not Found) for missing pages, and 301 (Redirect) for permanently moved pages. They help search engines understand page availability and behavior, impacting SEO and user experience.

Structured markup

Structured markup is code embedded in a webpage’s HTML that provides additional context about the content, like product information, events, or reviews. This markup helps search engines display rich results, like enhanced listings with images, ratings, or FAQs, making the page more visible and attractive in search results.

Structured Snippets

Structured snippets are short, informative pieces of text that appear directly within search results, derived from structured data on a webpage. They provide users with quick information, such as prices, ratings, or dates, giving context at a glance and often increasing click-through rates.

Subdomain

A subdomain is a subsection of a main domain, such as blog.example.com or shop.example.com, used to organize and separate content by purpose. Subdomains function independently but maintain a relationship with the main domain, and they can play a strategic role in SEO by targeting specific topics or user needs.

TF*IDF

TF*DF is a statistical measure used in SEO to assess the relevance of a term within a document by balancing its frequency in that document (TF) against its frequency across a collection of documents (IDF). High TF*DF scores indicate terms that are significant in context, helping SEOs identify keywords that improve relevancy in content without over-optimization.

Thin content

Thin content refers to webpages with little or no meaningful information for users, often offering little value. Examples include pages with minimal text, duplicate content, or auto-generated text. Thin content is generally frowned upon by search engines, as it doesn’t fulfill users’ informational needs and can result in ranking penalties.

Things to Do / Top Sights

A search feature in Google’s search engine results page (SERP) that showcases popular attractions, landmarks, or activities for a given location. This feature provides a curated list with descriptions, images, and sometimes user ratings, helping users quickly find noteworthy places or activities when searching for travel-related queries.

TLD (Top-Level-Domains)

A TLD, or Top-Level Domain, is the last segment of a domain name, appearing after the final dot, such as .com, .org, or .net. TLDs help categorize domains by purpose or geographic location, with common examples being country-specific TLDs (e.g., .uk, .ca) and generic TLDs (e.g., .edu, .gov).

Top Stories (aka News box)

Top Stories is a Google SERP feature that displays timely news articles relevant to a search query. Often referred to as the News Box, it highlights articles from various news sources in a carousel format, showcasing headlines, publishers, and timestamps to help users quickly access recent news on the topic.

Topical authority

Topical authority measures how authoritative a website is within a specific topic. Building topical authority involves creating comprehensive, in-depth content that thoroughly covers the site’s chosen subject. The goal is to establish the site as a stronger authority within that topic than its organic competitors, making it a go-to source for users and search engines alike.

Traffic

In SEO, traffic refers to the number of visitors accessing a website, typically measured over a specific period. Traffic sources can include organic (from search engines), direct, referral, and social, and high traffic volumes generally indicate strong visibility and user engagement.

U-Z SEO Terms

Uniform Resource Identifiers (URIs)

A URI is a string of characters used to identify a resource on the internet, encompassing URLs (Uniform Resource Locators) and URNs (Uniform Resource Names). URIs enable the location, identification, or interaction with web resources, serving as a foundational element of internet navigation.

URL (Uniform Resource Locator)

A URL is a specific type of URI that provides the exact location of a resource on the internet. It includes the protocol (e.g., https://), domain, and, optionally, path and parameters, guiding browsers to the desired webpage.

URL parameter

A URL parameter is a query string attached to a URL, usually after a question mark (?), that modifies or tracks information about the page. Commonly used for filtering, tracking, or passing data, parameters can influence search engines’ indexing and may need to be managed to avoid duplicate content issues.

User-agent

A user agent is software (typically a browser or bot) that acts on behalf of a user to access web content. User agents provide identifying information to servers, helping websites adapt their responses based on the device or application accessing the content.

User behavior (behavior metrics)

User behavior refers to the actions visitors take on a website, including clicks, time spent on pages, navigation patterns, and bounce rates. Analyzing user behavior metrics helps assess engagement and identify areas for optimization.

User-generated content (UGC)

User Generated Content refers to any content, such as comments, reviews, photos, or posts, created by users rather than the website owners. UGC can enhance engagement, authenticity, and SEO value by adding unique, relevant content to the site.

Video Thumbnail

A small preview image that appears next to a video result in search engine results pages. Video thumbnails help users quickly identify and identify relevant video content they may want to click on and watch, providing a visual cue about the video’s subject matter or content.

Visit Duration

Visit Duration is a metric in Similarweb that measures the average amount of time users spend on a website during a selected time period. This metric provides insight into user engagement, indicating how long visitors interact with content before leaving. Longer visit durations generally suggest that users find the content relevant and engaging, which can be a positive indicator for site quality and user experience.

Wayback Machine

The Wayback Machine is a digital archive that allows users to view and access older versions of websites from the past. By maintaining a historical record of how web pages have changed over time, the Wayback Machine provides a valuable resource for researching the evolution of the internet, recovering lost content, and understanding the context of past online information.

Web 2.0

Web 2.0 refers to the second stage of the World Wide Web, which is characterized by a shift towards more user-generated content, usability, and interoperability between different platforms and applications. This enabled a more engaging and collaborative online experience, where users could actively contribute, share, and interact with content, rather than just passively consuming it.

Web Scraping

Web scraping is the process of automatically extracting data from websites. This is often done using specialized software or scripts that can parse the HTML, CSS, and other code of a web page to identify and extract specific pieces of information, such as product listings, contact details, or social media data. Web scraping is a valuable technique for market research, competitive analysis, data aggregation, and a variety of other applications.

Website Navigation

Website navigation refers to the system that allows users to move through and interact with the different pages and content on a website. This typically includes elements like menus, links, internal site search, and other UI components that help users find and access the information they’re looking for. Effective website navigation is crucial for providing a positive user experience and ensuring users can easily navigate and explore a website’s content.

White Hat SEO

White Hat SEO refers to SEO practices that adhere to the best practices recommended by major search engines like Google. These ethical SEO techniques focus on creating high-quality, user-friendly content, improving the overall website structure and user experience, and using legitimate methods to increase a website’s visibility and ranking in search engine results pages.

Whois

Whois is a protocol that provides information about the registered owner and other details of a particular domain name. This information can be useful for a variety of purposes, such as research, security, or legal matters related to the ownership and management of a domain. The Whois database contains publicly accessible records that can be queried to obtain details like the registrant’s name, contact information, and the domain’s registration and expiration dates.

Word Count

The word count of a piece of written content refers to the total number of words it contains. This metric is commonly used to measure the length or size of a document, article, or other textual material, which can be useful for tasks such as ensuring content meets specific length requirements, analyzing writing styles, or tracking productivity and output.

X (Twitter) boxes

Search result features that display tweets from Twitter (now rebranded as X) directly within a search engine results page. These boxes showcase recent and relevant tweets related to a query, providing real-time information and social media content directly in search results.

XML

Extensible Markup Language, a flexible text format used for structuring data. In SEO, XML is commonly used to create sitemaps that inform search engines about the URLs available on a website for crawling and indexing.

XML Sitemap

A structured file that lists the pages of a website in XML format, helping search engines understand the site’s structure and find all available pages for efficient crawling and indexing. It can include metadata about each URL, such as when it was last updated and its importance relative to other pages.

Yahoo

A web services provider that was once a major search engine. Although its prominence in search has waned, Yahoo still plays a role as a portal for various services, including news, email, and content. Its search functionality has been powered by other search engines, such as Bing, in recent years.

Yandex

A Russian multinational corporation specializing in Internet-related products and services, including its popular search engine. Yandex is the leading search engine in Russia and holds a significant market share in other countries. It offers features similar to Google, including search, advertising, and data analytics.

Yandex Leak

Refers to a notable incident where confidential information or proprietary data from Yandex was exposed or made publicly available. In SEO, a Yandex leak could reveal insights into the search engine’s algorithms or ranking factors, offering clues about how search engines function and impacting industry practices.

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