A complex computer program that utilises pre-set rules to perform a self-contained sequence of actions. Algorithms can perform many functions including, calculations, data processing and further automated tasks. Search engines use algorithms to determine the position of a web page in the search results.
Part of the html code behind an image that describes that specific image to search engines. It doesn’t show to the user unless the image is broken and not showing up properly.
A program that records and shows a website’s visitor data. Google Analytics is the most commonly used example of this.
The text part of a link on your website that is visible to the user. Clickable links help search engines determine the relevancy of the website it links to.
How trusted a website is by search engines. Authority is built up over time, using a range of signals.
The people who are visiting your website.
A link which points from one website to another. In SEO terms backlinks are a strong ranking signal and will often have a positive effect on your overall search visibility.
BLACK HAT SEO
A naughty SEO tactic, which is (highly) frowned upon by search engines and other digital marketers within the industry. Black Hat SEO is best described as an attempt to trick search engine algorithms into ranking website pages higher in search results. Basically it’s cheating the system to game search results and will have severe, negative consequences to your search results if you are ever caught.
An online content area, which displays articles and other digital content. Blogs can be a combination of business, company or personal views.
The practice of relationship building with bloggers in order to either gain backlinks or placement of promotional material.
The percentage of website users who enter and then leave a website without navigating to another page.
A form of website navigation (usually placed horizontally, near the top of the page) which lets you to jump to any previous page category within the format of the site structure.
Refers to duplicate content caused by a page (which has identical content) existing under more than one URL. The best solution to resolve this is to use 301 redirects or a Canonical Tag.
A Black Hat SEO technique, which is used to mask content from the website user but secretly show it to search engines. This is is likely to result in search engines penalising your website and will negatively impact your search results.
CMS or “content management system” is a form of online software which allows users to add, edit and manage content on a web based platform such as WordPress or Joomla. CMS allows users to be update websites with little or no html or other coding skills.
Commenting on a web page or blog post with the sole aim of gaining a backlink. Often these comments will be highly irrelevant and barely intelligible.
The process of producing informative content that is engaging and adds value to an audience, with the ultimate aim of increasing sales or leads.
When a visitor completes a set of rules to get a desired outcome. In the digital sphere this is usually when someone submits a form, downloads a resource or follows through on a purchase.
The number of people achieving a conversion as a percentage when compared to the total number of visitors.
The practice of gathering and analysing data (both qualitative and quantitative) to predict user behaviour or to use in the development of a strategy.
A type of website that lists businesses and other websites for ease of search.
When content is duplicated across multiple pages or websites you may see a reduction in search rankings. Search engines typically penalise websites showing users duplicate content as it confuses search engines and provides a poor user experience.
A website devoted to selling products.
See Ecommerce Site
A link on a website which directs users to another website.
An RSS (Rich Site Summary) Feed is a format that typically allows for the delivery of regularly changing web content. Often used with reader software that allows users to compile large amounts of content in one place. RSS Feeds are really useful if you need to stay on top of several news outlets or topics at once.
Stands for “hyper-text mark-up language”. Html is the code that makes up the vast majority of a website.
This is when an advert or web page is shown to a user, either within search engine results or on a 3rd party web page. An impression is how many times it has been viewed, regardless of whether it was clicked on or not.
A page on a website that has been added (indexed) to the list of search results in a search engine.
A word (or phrase) that a user searches for online.
The amount of times a keyword has been mentioned on a page, usually noted as a percentage.
The practice of using data analysis to identify search terms that people are actually searching for within a range of search engines.
Naughty. Keyword stuffing is a way of overloading the target page with multiple instances of the same keyword. Try stuffing and you run the risk of your site being penalised for using a black hat technique.
Typically the name given to the first page that a user lands on when entering your website. Landing pages are often customised to increase their rate of conversion.
Using a mixture of techniques (communications, relationship building, content marketing) in order to attract links back to your website or page.
Using search engines to find local business and related information. Businesses can optimise pages for local search terms by creating landing pages based around locally relevant keywords and ensuring all business data on 3rd party websites (opening hours, address etc) is the same and up-to-date.
LONG TAIL KEYWORD
A longer set of keywords which are used for more specific searches.
META DATA (SEO)
The data (text) that appears in search results. Usually consisting of a Meta Title and Meta Description.
Code contained within the header that tells provides search engine spiders (see. spider) with additional information about that page.
A bit of code used in backlinking, which prevents search engines from following a link.
A command that prevents search engines from indexing a specific page.
The act of updating a page with the relevant data in order to get it seen in search engines for a specific search term. Examples include html code, meta title, meta description and wording of the url.
The process of improving a website (or page) in order to increase its visibility in search engine results.
Building relationships with influential people in a relevant sector in order to gain PR coverage, mentions or backlinks.
A way of determining the strength of a page on a website. Gaining quality backlinks is still a key factor in determining overall page rank.
When a web page is viewed once by a user. Refreshing the page will trigger another page view. This is different to Sessions and Visits.
The word or phrase that people type into search engines to reach a website.
The process of automatically moving a user from one page to another. Redirects are best utilised when a page is moved or deleted.
A file which tells search engines what pages they can and cannot crawl or index.
Or “Return on investment” shows the potential increase (or decrease) in revenue based on an investment.
Search engine results pages. This only includes organic search results and not paid for ads or placements.
Also known as “search engine marketing”. Good SEM often utilises a combination of search engine optimisation, paid media (PPC or Display), Social Media and other marketing activities such as email marketing in order to increase traffic to your site.
Or “search engine optimisation”. SEO is the process of updating websites in such a way as to increase their overall position in search engine result pages and thus increase their traffic.
Or “search engine results page” is the page you immediately see after you have performed a search.
A page on a website which summarises all website pages and displays them in the exact structure of the website’s architecture. They play a vital role in helping search engines navigate and categorise websites.
A program which crawls website pages in order to help search engines index sites and pages. Also known as a crawler or bot.
TIME ON PAGE
The amount of time a user spends on a page before moving on.
Stands for “uniform resource locator”. Simply, it is the web address (or url) used to view a website.