Hi there.

In this article I’m going to attempt to explain in simple english the different terms that make up our world of SEO (Search Engine Optimization) and what they mean.

If you find this article helpful and you feel that you would like us to take care of your SEO, please feel free to contact us on 0782 004 522. We’ll be happy to help you.

A for Above the Fold

Above the Fold

Often referred to Search Engines but may apply to websites as well. Above the Fold means anything that appears on the webpage before the user scrolls downwards.

Originally this applied to newspapers. Since newspapers were often delivered folded, this phrase referred to the news headlines and stories visible before the fold occurred.

Advanced Search Operators

This refers to Search Engine Queries. These are special characters or commands typed into the search bar that extent the capabilities of regular search engine queries.


Ajax stands for Asynchronous JavaScript And XML. This is a type of programming that allows a webpage to change dynamically without reloading the entire page.


An algorithm is basically a formula for solving certain problems. In this context we refer to search engine algorithms, in which case we conclude that search engines take certain factors on a web page into account, pass those factors through their “algorithm” and then rank the pages appropriately in their results.

Alt Attribute

This is an alternative piece of data that is used to describe an object on a webpage such as an image. Search engines use this data to help persons who are visually impaired to understand the contents of the web page, and is normally applied when the object is unable to be rendered.

Alt Text

Also known as Alternate Text. This is an additional piece of data that normally describes the contents or an image on a web page.


AMP Stands for “Accelerated Mobile Pages”.  AMP is designed to open up web pages extremely quickly on mobile devices.


In relation to digital marketing, is when your content is shared within social media channels through word of mouth exposure. This can be done organically or through paid channels.


Analytics is when you collect and analyze data collected over a period of time. The purpose is to use the data to make decisions or to create a strategy moving forward that will bring about the intended outcome.

For instance a business can use analytics to gain the knowledge they need to push the most in demand products to the market.

Anchor Text

Anchor Text is text that is clickable with the use of a hyperlink that forwards to a relevant page. Often the Anchor Text is displayed in a different colour and underlined.

Artificial Intelligence (AI)

Artificial Inteligence (AI) is when machines are programmed with code that allows the machine to reason or make decisions that emulate human intelligence.


API stands for “Application Program Interface”. An API specifies how software should interact with other software through a set of routines and protocols.


The ability to begin a new task before another task is completed. In our case it will refer to a web browser, such as chrome, having the ability to assemble a web page and loading several of the web page features all at the same time, instead of loading them one at a time.


When referring to websites, Website Authority, sometimes referred to as Domain Authority is an SEO Term used to describe the strength of a particular domain. The higher the Authority of a Domain, the more trustworthiness it is seen to have in the eyes of a Search Engine.

In other words, google is more likely to trust a website with a Domain Authority or Domain Rating of 80 than one with a rating of 10.

Auto Generated Content

This is content that is written by a program, not by the hands of a human being.

B for Backlinks


Also known as “Inbound Links”, are links that one website will get from another website. Backlinks may be still considered as a useful strategy in improving SEO Ranking with search engines.


Baidu is a very popular search engine and technology company in China. It specializes in internet related services and products as well as being one of the largest AI and Internet Companies in the World.


Bing is Microsoft’s Search Engine, replacing Microsoft Live Search and powers Yahoo’s Organic Search.

Black Box

Black Box Theory can be likened to Google’s Search Engine Algorithm. You can observe the results of your inputs and the outputs you get in search results, but you have otherwise no access to the inner workings of the processes that take place. Therefore you can only draw conclusions based on your results.

Black Hat

As in Black Hat SEO is the practice of risky tactics used to rank websites or webpages higher in search results. These unethical practices go against Google Webmaster Guidelines and other search engine guidelines and often result in a penalty from search engines.


A Blog, also known as a Web Blog, is an article or publication of content reflecting personal or corporate interests, to inform and attract visitors who may be interested in that particular topic or subject.

A blog is often used by businesses as part of their content marketing strategy.


A bot, short for robot, is an automated application designed to perform simple and repetitve functions over a network, but for our purposes, over the internet. These bots such as the Google Bot may be used to collect data from a website for search engine results.

Other bots are used for more malicious purposes such as trying to hack the login credentials for a website.

Bounce Rate

The bounce rate refers t the percentage of visitors to your website or a webpage who immediately navigate away from the site after viewing a single page. It could be a sign that your web page may be boring or doesn’t answer or satisfy the visitor.

Branded Keyword

A Branded Keyword is when a keyword search is done that includes a brand name or a variation of the brand name in the search term.


A breadcrumb is a secondary type of navigation that reveals the visitor’s location on a website.

Broken Link

A broken link, also known as a dead link, is a link that points to a web page that no longer exists or may also be caused by an incorrect link leading to the same. It often causes a 404 error.


Often referring to a web browser such as Chrome or Internet Explorer.


Refers to packaging several products or services together as a single combined unit.


Business to Business. Refers to companies whose customers are other companies.


Business to Consumer. Refers to companies whose customers are ordinary consumers or people.

C for Cache


With reference to websites and web pages, cache refers to using software or hardware components that stores data from the website or webpage so that it may be served up faster to your device. You may notice that the first time you visit a site, it may take a little longer to load than any future visits to the same site. If the website has been cached, then the site will load faster.

Cached Page

Again referring to websites, a cached page means that once you have visited the website,  your future visits to the website will be delivered faster to your device.


Caffeine refers to Google’s Web Indexing. Caffeine provides 50% fresher results and is said to be their largest collection of web results

Canonical URL

A Canonical Url is a html element that describes the preferred version of a webpage for the content that it contains, in other words, you may your home page and a blog post competing for a certain keyword, the Canonical Url is going to tell the search engines that the home page has higher importance than the blog post.


ccTLD stands for “Country Code Top Level Domain”, or in other words it refers to domains associated with a certain country. So in our case .co.zw is the ccTLD for Zimbabwe.


A channel is a source of traffic to your website, such as organic search on Google, Bing or Yahoo. Social Media websites are also a channel or a source of traffic.


A Citation is known as a business listing and you’ll get these from digital directories such a Yelp, or in our case zimbabweyp.com. Including citations as part of your local seo strategy is helpful in building credibility and back-links.

Click Bait

Misleading content that is designed to entice people to click on the object or link to a web page.

Click-through rate

This is the ration of the number of impressions a search engine will deliver verses the number of times a visitor will click onto the web page.

Client-side & Server-side rendering

Basically this is whether the server executes the files (Server Side Rendering) or whether the browser such as Chrome renders the files (Client Side Rendering)


This is a term that refers to a SEO technique in which the content presented to the visitor and that presented to the search engines is different.


CMS Stands for Content Management System, eg is Word Press.

Comment Spam

Comments, typically on an article or post that is off topic and usually self promotional.


Anyone or any business or website that is in competition for the product or service that you offer.


Words, images and videos that convey information that is meant to be consumed by an audience.

Conversion rate

Conversion rate refers to the percentage of visitors to your website that complete an objective, such as filling out a form or purchasing a product, etc.


The extent to which a relationship exists between two or more elements.

Crawl Budget

The average number of pages on your website that gets crawled by the search engine bot.


The way search engines discover your web pages.

Critical rendering path

The sequence of steps taken by a browser in order to render a web page for human beings.


Cascading Style Sheet (CSS) is the code used to give the web page it’s styling and colours among other things.

Customer Journey

All of the potential touchpoints which a prospect is exposed to or engages with a brand.

D for Domain Authority


Stands for Domain Authority and is used to predict the ability or strength of a domain to rank on search engines.


Refers to pieces of information that is formatted in a specific way and can be stored or transmitted.


This is when a page, group of pages or an entire web site is removed from Google’s index.

Dead-End Page

A webpage that has no links to any other other webpages.

Deep Link

A hyperlink to a web page other than the home page.


A type of website that is used to maintain contact details related to a company. Digital or Online Directories are used to build citations and backlinks to company or corporate websites. Information most sought after is the business name, address and phone number also known as NAP.


Normally set on websites to reject unwanted low quality or spammy links to the website.


Stands for Domain Name Server, a server that allows domain names to be linked to IP addresses.


A link that asks search engines to follow them to the intended web site. Normally used in linking web pages for visitors to the site.


Stands for Document Object Model (DOM)and is related to the structure of an HTML document and how it can be changed by javascript.


A website address – ending in an extension like .com, .org, or .net.

Domain Authority

The overall “Strength” or “Authority”of a website. Defined as a ranking factor.

Domain Name Registrar

A company that manages and reserves internet domain names.

Doorway Page

Doorways are website or web pages that have been created to rank for specific search queries. They are usually used to redirect visitors to other web pages.

Duplicate content

Content that is similar to or duplicated across different web pages either on the same website or across different websites.

Dwell Time

The amount of time that passes between a visitor clicking on a search result to returning back to the search results after visiting a web page.

E for E-Commerce


The buying and selling of products on the internet.

Editorial links

This refers to a link that is the result of having good online content that is neither asked for nor paid for.


This is data that represents how visitors interact with your website from search results.

External Link

This is a link pointing to a webpage from a different website. In other words, if an web page points to a web page on your site, that is considered an external link.

F for Featured Snippet

Faceted navigation

This refers to how E-Commerce websites allow visitors to filter or sort through their results based on product features or attributes.

Featured Snippet

A Featured Snippet is a short answer or summary to a user’s query and usually extracted from a webpage and displayed at the top of Google’s Search Results.

Fetch and Render tool

A tool in Google Search Console that allows you to see a web page the way Google sees it.

File compression 

Used to improve page speed, it is the process of reducing the size of the file.


How easily the content on a website can be discovered both by your visitors and by search engines.


The default state of a link.

Footer Link

Links that appear in the “footer section” of a website.

Fresh Web Explorer

This refers to a Moz.com tool that provides keyword and mention tracking in real time. For instance you could use this tool to find mentions with regards to your own brand.

G for Google Analytics


Google is the worlds most powerful search engine.

Google Analytics

A free tool by Google that helps website owners get insights into how people are engaging with their website.

Google Analytics goals 

Actions you take to attract more visitors to your website.


The web crawling robot that Google uses to find and add new webpages to its search index.

Google Hummingbird

This is the codename given to a major algorithm change in Google Search in the year 2013. It was the given this name due to the speed and accuracy of this update. The main purpose of this update was to have a better understanding of the context and meaning of the web page rather than individual keywords.

Google My Business

Google’s free listing available to local businesses.

Google Quality Guidelines

Published guidelines from Google detailing recommended practices for websites to rank appropriately on google’s search engine results.

Google Panda

Google Panda is a search engine algorithm update that dealt with low quality, thin content and rewarding rich and interesting content.

Google Penguin

A Google Update in 2012 dealing with web pages that were using spamming tactics and buying links to improve search indexing results.

Google Pigeon

Google Pigeon was designed to imporve search engine ranking based on distance and location.

Google RankBrain

This is an AI (Artificial Intelligence) System that Google uses to process some of its search indexing results, specifically one of a kind search queries.

Google Sandbox

Google Sandbox is a term referred to by SEOs to the idea that Google possibly uses a filtration system to restrict new websites from ranking in search results for a certain amount of time.

Google Search Console 

A free tool provided by Google that allows site owners to monitor how their website is doing in google’s search results.

Google Search Operators

Special text that can be added to your query to further specify what types of results you’re looking for.

Google Tag Manager

This is a free tool from Google that allows you to manage and deploy tracking code on your website. Usually used for re-targeting or re-marketing to persons who have previously visited your site.

Google Trends

Google Trends is one of Google’s Tools that gives interesting data and insights into the popularity of certain keywords and media coverage on the topic.

Gray Hat

Gray Hat refers to persons who may use unethical practices to achieve their goals, but not necessarily with any malicious intent. In our case, it may refer to persons who may use certain unethical tactics to rank their pages higher on search engines.

Guest Blogging

Also known as Guest Posting, is a common practice amongst bloggers who may contribute to a post on another website in order to build relationships, backlinks and get exposure.

H for Header Tags

Header tags

Also known as html header tags. Used to markup a difference between h1, h2, etc, up to h6 in order to visibly express a difference between headers and body text. These tags also communicate with search engines on the topic of the page and the various paragraphs on the page.


Headings on the web pages are used to communicate with the reader, the topic that the page discusses.

Hidden Text

This is text that can’t be seen by a visitor and is intended to manipulate search engine rankings by loading webpages with content-rich keywords and copy. The text may either be too small to be visible to the reader or may be the same colour as the background.

Hilltop Algorithm

This is a Google Algorithm that assigns expert status to certain websites on a particular keyword topic.

HITS Algorithm

Stands for Hyper Induced Topic Search. It is a link analysis algorithm used to rank web pages. Also the reason why high quality back links are very important to SEOs trying to rank a web page.


The main landing page of a website.


This is a small attribute used in html which tells search engine what language and what geographical area the website is serving.

.htaccess File

This is one of the configuration files in the root directory of your website. This file gives instructions to Apache Web Server on how to execute the website. Can be used to rewrite and redirect urls on the website.


Stands for Hypertext Markup Language. This is the language used to create web pages.


Stands for Hypertext Transfer Protocol. This is the protocol used to transfer data from a computer server to a web browser.


Stands for Hypertext Transfer Protocol Secure and uses a Secure Sockets Layer (SSL) to encrypt data transferred between a website and web browser.  This protocol protects your web browser from hackers or malicious bots from snooping in on the data you’re transmitting and receiving from websites.

Hub Page

A hubpage is a place to either create or dicover original and useful articles and posts on various different topics.

I for Images

Image carousels 

Image Carousels may be found both on your website, usually the home page, and on Google’s Search Results Pages. It refers to Images  that are scrollable from left to right.

Image compression

Images on websites may get compressed in order to serve up small file sizes and increase page speed. It can often be done without degrading the quality of the image. Compressing images are especially important concerning mobile phone use as we do not want to tax the visitor’s data bundle when they land on our pages.

Image sitemap

A sitemap containing only the image URLs on a website.


An index is a way of sorting data by listing or by keywords. Google using indexing to serve up webpages to people who are searching for that particular keyword.


This refers to how easily a search engine can add a webpage to it’s index.

Indexed Page

This is a webpage that has been added to the search engine’s indexing and may be presented in search results for the relevant queries.


The storing and organizing of content found by search engines.


This refers to what the visitor refers to when they type a search query into Google’s Search Bar.

Inbound Link

An inbound link refers to a link from an external or another website coming in to your website.

Informational Queries 

These are search queries that cover a broad topic which may have thousands of relevant results, usually because the person is looking for information or an answer to a question.

Information Architecture

The structure of a website and where content and other elements are located on webpages.

Information Retrieval

The process of searching for information from a large database.

Internal Link

An internal  link is a link from one page to another on the same website.

IP address 

An IP address is a string of numbers that is unique to a computer, server or network. A Website may be on a server with a certain ip address, usually sharing resources with other websites. The IP Address will point to the server, the domain will point to the website on that server.

J for Javascript

JavaScript (JS)

Javascript is a programming language used to create webpages that are interactive and dynamic.


Stand for JavaScript Object Notation for Linked Data (JSON-LD). Used to create schema markup for pages on a website.

K for Keywords

Keyword / Keyphrase

Keywords and keyphrases are important words that we use on a webpage to describe the subject of the page. These keywords help search engines understand you content which in turn helps index the site for those words and phrases.

Keyword Cannibalization

This is when a particular keyword is relied upon on several or multiple pages of the website. Can be potetially damaging to ranking.

Keyword Density

This is the number of times the particular word is found on the webpage. It can be calculated as a percentage of the number of total words on a page.

Keyword Difficulty

Keyword difficulty relates to the competitiveness of a particular word and how easy or difficult it will be to use that word to rank on search engines or outrank your competitors.

Keyword Explorer

This is a keyword research tool from Moz.com that can help you find keywords and organize those keywords into lists.

Keyword Research

This describes a process in which you research popular keywords that you can use to help your webpage rank higher in search engine results. This is a handy process as it also helps you discover other relevant topics that you can create to further help your site’s ranking.

Keyword Stuffing

This refers to repeating particular keywords too often on a webpage in an attempt to rank your webpage higher with search engines. It is considered a spammy tactic and could result in poor ranking or even penalties.

Knowledge Graph

This refers to a knowledge base collected by Google to enhance it’s search results and is gathered from a variety of sources. The information is normally displayed in an infobox next to the search results.


Key Performance Indicator. This is used to gauge whether marketing and business objectives  and goals are being reached.

L for Landing Page

Landing Page

A Landing Page refers to a page that visitors land on, deliberately created to convert leads and capture a sale or an email address. Normally meant as the destination page.

Lazy loading

Lazy loading refers to rendering a page and its objects (usually images) as it is needed. It is a method used to improve page loading speed.


A Lead refers to any visitor who has shown interest in your product or service.


A link is a connection between two web pages or even between two websites, that enables visitors to nagivate from one to the other.

Link accessibility

 The ease with which a link can be found by visitors or search engines.

Link Bait

This is provocative content that is intentionally designed to grab a person’s attention and cause them to click on the link to a particular webpage.

Link Building

This refers to the process of creating great content that attracts webmasters to want to refer to the content or page with a high quality and relevant link.

Link equity

Link equity is when an authoritative website creates a link to your website or makes reference to your webpage with a high quality link that visitors can click on and visit the page.

Link exchange

Involves tactics where two websites exchange links to one another.

Link Farm

A spammy tactic where a group of websites link to one another in the hopes of artificially improving their ranking.

Link Juice

This is a term used in SEO to mean the value passed from one website to another through clickable links.

Linked Unstructured Citations

A highly relevant and authorized publication that can drive business to your website, used to build a community footprint and also authority.

Link Velocity

The rate at which links are aquired from other websites.

Local business schema

Created with Json-ld, this is Structured data Markup placed on each web page. This helps search engines understand information about the website.

Local pack

A section in Google’s Search Results that shows three businesses related to your query or that might answer your query.

Local queries

A query which relates to something in a specific local area. An example might be a nearby restaurant.


Refers to pages that requirethe visitor to provide login authentication before accessing the content.

Long-tail keywords

Same as keywords and keyphrases, however this refers to a sentence made up of keywords. Such an example might be something like “ Rank Number 1 on Google”.

M for Manual Action

Machine Learning

Machine Learning is a function of artificial intelligence (AI) that concertrates on the development of computer software that has the ability to make use of the data it collects and to learn from it.

Manual Action / Manual Penalty

This refers to Google demoting a web page or website for using spammy behavior. Usually after a Google Employee manually reviews the website and finds the content fails to comply with Google’s Webmaster Guidelines

Meta Description

A Meta Description describes a small piece of information that summarizes the content on a page, usually made up of around 155 characters and inserted into the page’s html.

Meta Keywords

Meta keywords are similar to meta description in that it provides information on the main keywords used on a web page and inserted into the html code.

Meta robots tag 

Sometimes refered to as meta tags, is a piece of code that provides search engines with instructions on how to crawl or index a web page.

Meta Tags

This are small pieces of content descriptors that tells a search engine about the web page.


A Metric contains a single typeof data. Usually used to measure some type of data that may contribute to success.


This is the process of removing elements or re-writing code to reduce the file size. For our purposes, it refers to something that we do in order to reduce the size of a web page so it loads the contents faster, especially for mobile phones and saving mobile data.

Mobile-first indexing 

Google crawls and indexes your pages based on their mobile version of their search software.


A Chrome plugin designed to view the metrics for a particular web page developed by moz.com.

N for Navigation


Links and breadcrumbs are small snippets of code inserted into particular words on a web page that allows you to go from one page to another, usually through the main menu but often used in the footer section of the website as well.

Navigational Queries

A search query intended to find a particular website or web page.

Natural Link

Natural links occur when webmasters link to your pages because they find your content useful and relevant to their audience.

Negative SEO

This is the practice of using unethical SEO techniques to sabotage a competitors ranking in search engines.

New Algorithm

Usually refers to a newly developed algorithm that search engines may employ to improve their services towards the public.


A very specific market which has it’s own set of requirements, customers and products.

Noarchive Tag

Refers to a meta tag that tells search engines not to store a cached copy of your page.


An instruction to search engines that the link should not influence the ranking of the link’s target in its indexing.

NoIndex tag

An instruction to search engines requesting the page not to be indexed by their crawlers.

O for Organic Search

Off-Page SEO

This refers to all your SEO efforts that occurs off your website, such as building citations from Online Directories, Google My Business and other webmasters linking to content on your site. Also includes Social Media Marketing and other activities which increases incoming traffic to your website.

On-Page SEO

This refers to everything you do on your actual website. This includes creating content, internal linking, on-page useage of keywords, long tail keywords and keyphrases, page speed, meta tags, schema markup  and much more.

Organic Search

Organic Search is when a visitor has come onto your website because that person has typed in a search query and it resulted in one of your pages being shown in the results for the query. This is typically the reason why so much effort is placed on SEO in the first place. It refers to traffic to your website which is natural and not paid for.

Orphan Page

This refers to a webpage that is not linked to any other pages on the website.

Outbound Link

An outbound link refers to a link from your website to another website that you think might be useful to your visitors. This also refers to links to your social media pages.

P for Page Authority

PA / Page Authority

This refers to a metric that was developed by Moz.com to predict the ability of a page to rank well for certain difficult keywords and keyphrases. It is a metric that is similar to Domain Authority or DA, but instead only refers to the strength of the page.

Page Rank

Page Rank is an algorithm that measures the importance of a web page through value from incoming links to your page.

Pages Per Session

This is a metric that calculates the average number of pages a visitor views when coming to your website. The higher the number of pages, the more satisfied a visitor is seen to be.


This is when a certain post or an article is split into multiple parts or pages insequence. Similar to a book. Also used often to link to previous articles and articles posted after the current page in a sort of sequence.

Page speed

This is how long it takes for your web page to load. This is usually calculted for desktops and mobile phones. Although your mobile phone speeds are more important due to the usage of mobile data and the additional costs the visitor must bear to access your pages.

Page View

This is defined as an instance of a web page being loaded onto a visitors browser.

Paid Search

This refers to sponsored or paid listings that appear in the search results before the organic results.

PBN / Private Blog Networks

A PBN is a network of authoritative Websites that people use to rank their websites higher by building links from the PBN to their websites and web pages. Also known as a Link Farm.


Usually refers to a Manual Action being taken against your web page or your entire website.


A Person’s social role.


The means by which we meet a customer’s needs more effectively.


A general purpose scripting language that is used to build websites.


When pages or content is replicated or reproduced without authorization from the original creator of the content.


This is when a user clicks on a link in the search results and immediatley bounces off the page often because it is not what the user was looking for.


Often refers to the position in the search results.

PPC (Pay Per Click)

Used in Search Engine marketing and on social media where you pay for every time a visitor clicks on your ad, usually to land your webpage.

Programming Language

A set of vocabulary and grammatical rules to instruct a computer to perform a series of tasks. An example is javascript.


This refers to a well known and usually well liked website or digital business.


Pruning is an exercise where we remove low quality pages on the website in order to increase the overall quality of the site.

Purchased Links

This is the act of purchasing links to artificially increase the domain authority of a website.

Q for Quality Content

Quality Content

Quality Content refers to content that is unique, specific and relevant to your business or to the reason for the website. Used to attract visitors to your site, through search, and to create a relationship with the visitor. Eventually leading to a purchase.

Qualified lead

A website visitor that shows interest in your product or service and is willing to take the next step towards the purchase.

Quality Link

A link that comes from an authoritative site to your web page.

Qualified traffic

When a visit to your web page is intentional for consume the content relevant to the topic of the page.


Words or sentences typed into a search engine that returns relevant pages to the topic.

R is for Rank


Refering to SEO is the position in which your organic results appear in the search engine’s index.


An artifical intelligence system developed by Google that helps its search engine process its search results.


Ordering search results by relevance to the query typed by the user.

Ranking Factor / Ranking Signal.

These are criteria used by search engines when evaluating web pages in order to rank and index them.

Reciprocal Links

Exchanging links between two websites.


A redirect sends a visitor who requested a web page through search or a link on the webpage to another unintended page that has equally relevant content.

Referral Traffic

Often referred to Google Search Console, and is a method of reporting the visits to your web page or website from sources other than the search engine.


The website that referred traffic to your page.

Regional keywords 

Keywords that are unique to a specific region.


The requesting of a specific web page or website to be re-indexed after it was removed from the search engine results.


A tag that communicates with Search Engines that a version of a web page is the original.


A way for search engines to determine whether a web page matches the context of a search query.

Reputation Management

Creating a positve online perception of a brand or a person, by maximizing positive feedback and minimizing negative mentions.

Render-blocking scripts

Script that causes your browser to wait whilst it loads before the page can be rendered on the browser.


The process in which the browser interprets the code on a web page in order for the visitor to view the contents.

Resource pages

These are pages that contain useful links to other websites for further information.

Responsive design

This is when a web page is able to determine what device is requesting the page and is able to adapt that page to fit perfectly on the device.

Return on Investment (ROI)

With reference to a digital asset such as a website, measures what the owner has received from the asset since it has been completed. Aften referred to the amount of money a website has been able to generate for the owner.

Rich snippet

This is term used to describe small bits of enhanced data created with structured markup data that help a search engine better understand the information contained on a web page.


A file created on the website that instructs search engines on which pages to crawl and others that should not be crawled.

S is for SEO


Schema is a structured frame work or an outline of a plan. In relation to websites, schema is a kind of microdata which is added to a web page that helps search engines understand what the page is all about.


Schema.org is a collaborative effort from companies like Google, Yahoo and Bing who came together to create and inform the public on how to properly markup a web page in order to assist search engines to collect the correct data that a web page is referring to.


With reference to the web, scraping refers to a technique that is used to copy content or other information from a website by using a certain computer program. Google also scrapes data in order to build its index.

Scraped content

As above, this is when you take content from a website in oder to either republish it without the owners permission, but also to use that information to create your own content, provided you re-write the content in your own words. You should avoid this.

Scroll depth

This refers to how far your visitors are scrolling down your webpage.

Search engine

Refers to Google, Yahoo and Bing. Companies whose business it is to index websites, webpages, keywords, etc.

Search Engine Marketing (SEM)

A type of marketing that targets the use of search engines to give high ranking to a website or web page through either paid or organic methods.

Search Engine Optimization (SEO)

This is the process of optimizing a website through various factors, on page and off page in order to

Search Engine Results Page (SERP)

SERP refers the indexing position a web page may be located at.

Search forms

Search bars on a website that allows users to find pages.

Search History

This basically refers to how a user is tracked on the internet by search engines and other companies.

Search traffic

Traffic  that comes to your website from search engines.

Search volume

The volume by which a keyword is used on search engines to locate the information in the query.

Seed keywords

The primary keyword used to describe your product or service.


How people react to or view your brand.


 Search Engine Results Page — the results of the search query in the index of a search engine.


Hyperlinks to subpages on a website under certain Google listings.


A list of pages on the website used to help crawlers in their indexing.

Social Media

A type of website platform that multiple users can interact on, such as facebook, youtube, linkedin, etc.

Social Signal

Social signals are when other people interact in some way with the content that has been provided by someone else. For instance a like or a share on facebook.

Spam Score

A system devized by Moz.com that predicts whether or not there is spam on a website and how much risk of being penalized is associated with that website as a result.

SSL certificate

Secure Sockets Layer digital certificate used to authenicate the website.

Status Codes

The response codes sent by a server whenever a link is clicked.

Structured Data

Also known as organized data that is used to help search engines understand the subject of the content on a website.


A separate or sub section that exists within a domain.

T is for Title Tag


The process of organizing a website by the classification of different subjects surrounding the main topic of the website.

Thin content

The lack of words on a web page that is of value to the visitor and offers little towards crawl indexing.

Side Note: Google, Yahoo and Bing understand words on a page and not images. Also keep in mind that the visitor comes to your website and desires to understand what the page is all about. A page without words offers little to no value to your audience. Thus thin content which is the opposite of rich content.


Thumbnails are reduced versions of the original image. May be used to organize images and videos

Title tag

An html meta tag that represent the title of the page.

Time on Page

The amount of time visitors spend on a web page.

Top-Level Domain (TLD)

The top level extension of a given web address such as .com, .org and .net.


The amount of visitors that land on your website.


The reputation that a domain has built over time.


This is an algorithm that conducts link analysis to separate useful pages from those with spam and helps search engines to rank pages.

U is for URL

Universal Search

Also known as Blended Search, refers to additional media such as videos, images, news, shopping and sometimes maps as well.

Unnatural links

Artificially created links intended to manipulate page ranking.


Known as Uniform Resource Locators. This is basically a word or group of words (sentence) that leads to a specific page on a website.


This refers to the ease of which users can navigate and use a web site or webpage. It includes factors such as web site design, browser compatibility or rendering, clickable buttons (on mobile phones), etc.

User Agent

Software that acts on behalf of a user (such as a web browser), that facilitates a user’s interaction with web content.

User Experience (UX)

The overall feeling users are left with after interacting with a brand, its online presence, and its product/services.

User-Generated Content (UGC)

Any form of content – videos, blog posts, comments, reviews, etc. – that is created by users or customers.

UTM code 

An urchin tracking module (UTM) is a simple code that you can append to the end of your URL to track additional details about the click, such as its source, medium, and campaign name.

V is for Visibility

Vertical Search

Refers to search on a specific segment of an overall search, such as shopping, travel, books, etc.


The positions a website within the organic search results.

Voice Search

A voice activated technology that allows users to speak into a device, asking questions and receiving answers.

W is for WordPress

Webmaster Guidelines

A set of best practices or rules by search engine companies that help webmasters to create SEO that will be found, indexed and ranked on search engines.


A page that is created and makes part of a website.


A collection of webpages.

Website Navigation

Web site navigation allows visitors to consume content or to travel from one page to another on a website very easily.

White Hat

Search engine optimization practices that comply with Google’s webmaster guidelines.

Word Count

The total number of words that appear within a web page.


A popular website content management system.

X for XML Sitemap


This can be used in the http header response for a URL. Anything used in the robots.txt file can also be used as a X-Robots-tag.


Known as Extensive Markup Language, this describes or defines a set of rules to encode documents for the purpose of allowing both humans and machines (search engines) to read the data.

XML Sitemap

A list of all the pages on a website, in a format that is easy for crawlers to read and index.

Y for Yahoo


Yahoo is a competing Search Engine Company.


Yandex is Russia’s biggest Search Engine Company.