Search Engine Optimisation (SEO) Glossary

Having a basic understanding of these SEO terms will help you make informed decisions about your website’s search optimisation. Whether you’re managing SEO yourself or working with a search optimisation specialist, this guide will give you a clear understanding of the most important concepts, helping you to achieve better search rankings and attract more visitors. If you have any questions or need help with SEO, please contact us.

A to Z of SEO Terminology

Algorithm
A set of rules used by search engines like Google to rank web pages. Algorithms consider hundreds of factors to determine which pages should appear first in search results.

Backlink
A link from one website to another. High-quality backlinks from trusted web sites help improve your website’s search rankings.

Bounce Rate
The percentage of visitors who leave a website after viewing only one page. A high bounce rate can indicate that visitors didn’t find what they were looking for.

Canonical URL
A way of telling search engines which version of a page should be considered the “main” version when similar content exists in multiple places.

Crawling
The process by which search engines scan and analyse web pages to gather information for their index.

Domain Authority (DA)
A score (from 1 to 100) that predicts how well a website is likely to rank in search engines. Higher scores indicate stronger ranking potential.

Duplicate Content
Content that appears on more than one webpage, either within a site or across different sites. Search engines may penalise sites with a lot of duplicate content.

Google Analytics
A free tool provided by Google that helps website owners track visitor behaviour, traffic sources, and other important data.

Google Search Console
A free tool from Google that helps website owners monitor and improve their site’s performance in search results.

Indexing
The process by which search engines store and organise web pages so they can be quickly retrieved when a user searches for relevant content.

Internal Linking
Links that connect different pages on the same website. These help users navigate a site and improve SEO by helping search engines understand site structure.

Keyword
A word or phrase that users type into a search engine. Optimising a website for relevant keywords helps improve its visibility in search results.

Keyword Stuffing
Overusing keywords in a webpage in an attempt to manipulate search rankings. This is considered bad practice and can result in a ranking penalty.

Long-Tail Keywords
Longer and more specific keyword phrases (e.g., “best running shoes for flat feet”). These often have lower competition and higher conversion rates.

Meta Description
A short summary of a webpage’s content that appears in search results. A well-written meta description can encourage users to click on a link.

Mobile Optimisation
Ensuring a website is designed to work well on mobile devices, which is important since Google prioritises mobile-friendly sites in search rankings.

NoFollow Link
A type of link that tells search engines not to pass authority from one site to another. Often used for sponsored or paid links.

Organic Search Results
The unpaid search results that appear based on relevance to a search query, as opposed to paid ads.

Page Speed
How quickly a webpage loads. Faster loading times improve user experience and can boost search rankings.

Pay-Per-Click (PPC)
A type of online advertising where advertisers pay a fee each time someone clicks on their ad. PPC campaigns appear at the top of search results.

Ranking
The position of a webpage in search engine results for a particular keyword.

Search Engine Results Page (SERP)
The page displayed by a search engine after a user enters a search query. It includes both organic results and paid ads.

SEO Audit
An evaluation of a website’s SEO performance to identify areas for improvement.

Sitemap
A file that lists all the pages on a website to help search engines crawl and index them more effectively.

Title Tag
The main heading that appears in search engine results. A well-crafted title tag helps improve click-through rates.

User Experience (UX)
How easy and enjoyable it is for users to navigate and interact with a website. Good UX design helps improve SEO performance.

White Hat SEO
SEO techniques that follow search engine guidelines, such as creating high-quality content and earning natural backlinks.

301 Redirect
A permanent redirect from one URL to another, often used when a webpage has been moved or replaced.