SEO stands for Search Engine Optimisation and it's a strategy used by marketers to help their websites rank higher in search engine results pages (SERPs).
This is done by optimising website content, page structure, page titles and meta descriptions, as well as off-page activities such as link building and social media engagement.
The main goal of SEO is to attract more organic search traffic to a website and ultimately convert more of that traffic into leads and customers.
SEO involves improving the website's visibility and authority, while increasing overall relevancy to the search topic. With proper SEO techniques applied, websites can rank higher and improve digital presence.
A “302 Redirect” is used in website development and online marketing to temporarily redirect visitors from one webpage or website to another. It is a type of “server-side redirect” that can be used for various purposes and is a key tool in digital marketing campaigns, being one of the most frequently used redirect codes in online marketing.
An Algorithm Update is changes to algorithms (mathematical processes) used by search engines, such as Google, to create relevant search results for users. Algorithm updates are often secret and are rolled out gradually over time to ensure any changes have the desired impact before they're announced publicly.
ALT tags, also known as alt attributes, or alt descriptions, provide search engines and web users with additional information about an image or visual element on a website. ALT tags are attached to HTML elements which be used to describe the content of the image and also provide search engines like Google with image-related information for indexing and ranking.
Alt Text (alternative text), also known as “alt attributes”, “alt descriptions”, or visually “hidden” text, is a word or phrase that can be added to an image’s HTML tag in a website’s code. It is there to describe the appearance and function of images on a page for visitors who are using assistive technologies such as screen readers.
Bing SEO, also known as Bing search engine optimisation, is the process of customizing webpages and websites to improve their visibility and ranking in search engine results pages (SERPs) generated by the Microsoft-owned Bing search engine. It’s important for businesses to understand Bing SEO if they are looking to reach new customers and increase their online presence.
Black Hat marketing is a type of marketing approach that is employed by businesses that aim to increase their web traffic, visibility, and sales with aggressive tactics that may be considered unethical. It is also referred to as ‘spamdexing’, as this type of marketing is known for using techniques such as creating automated programs and scripts to artificially boost search engine rankings and visibility.
Canonicalisation is an important concept to understand when it comes to optimising webpages for better search engine rankings. It has become increasingly important due to the proliferation of web technologies, like smart phones and tablets, that require webpages to be rendered differently for different devices.
Search engine Crawlers – commonly referred to as ‘spiders’ – are used by search engines such as Google, Bing and Yahoo to discover new webpages and websites, and to assess the existing content of the existing webpages within a given website. They operate by using automated programmes (also known as ‘web crawlers’) that are designed specifically to ‘crawl’ the web, indexing websites, pages, content and several other related assets as they visit and revisit pages.
Deep linking is a technique used in digital marketing that provides web users with a direct link to a specific and more relevant page within a website. It gives customers a more tailored and convenient online experience as they don’t need to search through the whole website to find the information they need.
The Disavow tool is a powerful tool that can help in repairing the reputation of a website if it has been damaged by link building tactics deemed less than optimal by search engines such as Google. It can be used to indicate to search engines that links coming from certain websites to your own website should not influence your overall rankings.
A Dofollow link is a type of link that links two web pages together, typically from one website to another, and passes along link equity in the process. Dofollow links are essential for SEO because they provide a “vote” of confidence for a website, which helps boost overall site visibility, as well as building trust with visitors.
A Featured Snippet (sometimes called a “position 0 snippet”) is a special type of snippet that appears in the search engine results when a user searches for something specific. This type of snippet is most often made up of a few lines of text, but might also include images, videos and other types of media.
Google Freshness algorithm refers to the process by which Google search results are ordered by how relevant they are in relation to the search query. This process takes into account content that is recent and timely, allowing users to find the most up-to-date information on the web.
Google Pigeon is the informal name given to a major update that Google rolled out to its local search algorithm in July 2014. It has had a significant impact on local search visibility and rankings for businesses and other local entities, making it an important concept for marketers to understand.
Google search console is a powerful tool for website owners, SEO professionals and web developers to monitor and maintain the presence of their website in Google search results. The console provides valuable insight into your website’s visibility, the keywords you rank for, the types of impressions and clicks your website receives, backlinks and much more.
Googlebot is the name used for Google’s web crawling bot, which is an automated program used by the search engine to find, index, and rank websites. It is an integral part of the process used to produce Google search results, and the better optimised your website is for Googlebot, the higher your site appears in those results.
Grey hat SEO is a term given to SEO techniques that are neither seen as white hat SEO (search engine optimisation techniques that adhere to the general guidelines of search engine guidelines) nor black hat SEO techniques (which are techniques used to purposely manipulate search engine results). Grey hat SEO techniques are somewhere in the middle and often rely on some slightly risky techniques to help websites move up in search engine rankings.
Hidden text is text that website visitors can't see but can be read by search engines, thus allowing it to influence the content of a website’s ranking in search engine results pages (SERPs). It is normally hidden by making the text color the same as the background, cropping the text with the same color as the background, or setting the font size to 0.
An HTML sitemap is a type of website navigation tool which allows users to easily find specific pages within a larger website. It is a map of a website which lists the different pages of a website, as well as any subpages, so users can quickly and easily find the page they are looking for.
An Internal link is a hyperlink on a website or online application that points to another page or section within the same website or online application. It is used to provide website navigation and improve the website user experience, as it helps the user navigate from one page to another quickly and easily.
Keyword density is an important consideration in any SEO (Search Engine Optimisation) strategy and refers to the number of times a keyword or phrase appears within the content of a website or web page. The number of times a keyword is used in a web page or article can have an effect on how a website is indexed by search engines, and therefore can affect the website’s search engine ranking.
Keyword frequency is an important concept to understand in the world of search engine optimisation (SEO). It refers to the number of times a certain keyword or phrase is used in the content of a web page - the higher the frequency of a keyword, the more relevance and importance it has for search engine algorithms.
A Keyword phrase is a phrase or series of words which is used to determine the relevancy of a web page or document to a search query. It is a way of targeting users who may be interested in the page/document’s content, and is a major factor in the algorithms that search engines use to rank webpages.
Keyword ranking is a measure of the visibility and relevance of a website or page on a search engine’s results page (SERP). It refers to how close a website appears to the top of the SERP when a query is entered into a search engine, and is determined by search engine algorithms and the keywords and phrases used in that query.
Keyword stemming is a search engine optimisation (SEO) technique that involves using variations of the same root keyword in order to draw in more organic search traffic. The idea behind keyword stemming is that if you use related terms when writing blog posts and articles, you’ll increase the chances of your content appearing in search engine results, driving more visitors and customers to your website.
Link building is the process of establishing relevant links (or links back) from external websites to your own website for the purpose of increasing the visibility of your website in the search engine results pages (SERPs). The main aim of link building is to increase the website’s ranking on SERPs so more potential customers can find it.
Link reclamation is an essential search engine optimization (SEO) technique that should form an integral part of any content and link building strategy. It is the practice of hunting down and removing broken, outdated, or incorrect URLs from a website and replacing them with current, authoritative links to relevant and useful content.
A ‘Long Tail Keyword’ is an incredibly powerful tool for marketers and businesses looking to increase their search-engine visibility and website traffic. Put simply, long tail keywords are a combination of words or phrases that someone is likely to type into a search engine like Google when looking for something specific.
Meta Keywords are words or phrases used in the HTML code of a website to help describe the content of a website and tell search engines what the website is about. Meta keywords are an important part of SEO (Search Engine Optimisation) as they provide search engines with additional information about a website that can be used in their rankings.
Natural search is the process of optimising a website for the purpose of appearing in the organic search results of search engines such as Google. It is a form of search engine optimisation (SEO) that focusses on improving the organic search rankings of a website in an organic and natural way, instead of through paid advertising.
Negative SEO is a type of digital marketing practice that attempts to improve a website’s Search Engine Results Page (SERP) rankings by intentionally reducing the website’s search engine visibility. It is typically used when a website’s competitor hopes to sabotage their success in search engine rankings.
Organic search is the process of finding information on internet-based search engines such as Google or Bing, without relying on any paid marketing tactics such as deep links, targeted ads, or sponsored results. Organic searches are conducted by web users when they type a question or phrase into a search engine and view the resulting web pages, links, and websites that make up the results.
Ranking is a broad term that is used in marketing to refer to an action or process of measuring the relative importance or value of something. Ranking is commonly used in the context of search engine optimisation (SEO) to measure the performance of websites and their pages in terms of visibility.
Ranking signals are the metrics used by search engines to determine the ranking positions of webpages within search engine results pages (SERPs). Specifically, they are factors that are used to calculate how well a website will rank against other websites, in terms of its relevance to a specific search query.
Search engine optimisation (SEO) is the process of improving a website's visibility in search engine results pages (SERPs) in order to increase the amount of organic traffic it receives. It aims to improve the quality and quantity of website traffic, as well as boost visibility in unpaid (‘natural’ or ‘organic’) search engine results.
Sitelinks are links to different pages within a website that appear beneath the main search engine results page when searching for something online. They are designed to help people quickly access the content they’re looking for, as they save precious seconds that could be spent scrolling to the desired page.
A Sitemap is a document that contains a list of the webpages on a website and their associated URLs (Uniform Resource Locators), these are links pointing to other webpages. It provides an overview of the website's structure, including page hierarchy and navigation links, and helps search engine spiders find and index webpages more efficiently.
A Spider, also known as a web crawler, is a program designed to scour the web and collect data from websites in order to create an index of content. It is an automated tool that is used to reduce the time and cost of web based research by going from one website to another to scan, gather, and collect data.
A Website penalty, also known as Search Engine Optimisation (SEO) penalty, is a key topic of discussion when it comes to website optimisation and ranking strategies in the eyes of search engine providers. The general objective of website owners and marketers today is to ensure that their websites appear higher on the list of Search Engine Results Pages (SERPs) and so remain at the top of their consumers’ minds.