SEO Dictionary

Computer processes and formulas that Google uses to calculate the relevance and quality of a page. Over 200 unique signals are used to assess the relevance of a ‘Key word’ or phrase to a user’s searching intent.

Anchor Text
Clickable text in the form of a hyperlink. It is important that the anchor text accurately matches the page it is linking to. For example, SEO linking to the Kymodo home page would be seen as relevant.

Alt Text
This is a word or phrase that is attached as an attribute in HTML to an image. It is best practice for the alt text to be relevant to what the image is portraying.

This helps analyse a wide variety of data that is used to track conversions, optimise your site and measure site traffic.

A link to your site from another site. It is best practice to have a good profile of high authority, relevant links. The important thing to remember is quality over quantity.

A web site that has been blacklisted be search engines. Normally due to engagement in black hat SEO tactics. If this happens then your site has lost all authority and trust.

Black Hat SEO
This is a term that indicates unethical SEO. This occurs when you try to manipulate or deceive the search engines. Low quality, irrelevant backlinks and poor, spammy on page content are considered ‘black hat tactics’.

Providing compelling, shareable content is an important part of the SEO process. It can also be a great way to build natural links, as writing about information other sites could find useful could prompt them to link to your page to view the blog.

Bounce Rate
Bounce Rate is the percentage of users who visit your site and leave without viewing any other pages. The lower your bounce rate, the better!

Broken Link
This is also referred to as a dead link. This is when a link no longer directs to an active landing page or other destination. Keeping all links active is a vital part of optimisation.

This measure the number of clicks an advertising link receives compared to the amount of impressions it has. For example, if an ad it shown 100 times and is clicked on 7 times, the click through rate would be 7%.

This is a form of black hat SEO. It occurs when a site will serve one page to visitors, but present an alternative page to the search engines. This is used to try and manipulate search engines into ranking a page higher in the search rankings.

Conversion Rate
The percentage of visitors who have convert, depending on your site this could be anything from making a purchase to requested information. Let’s say your site has 10 visitors, if two sign up to a newsletter and one makes a purchase, you have a conversion rate of 30%. As three significant actions have been made.

cost per clickCost-Per-Click (CPC)
The amount of money you are charged by an ad host for each click on your ad. So for example, if three users click on your ad and you are charged $15, your CPC is $5.

This is an impressions based system used by advertising networks. It is the cost you pay for every 1,000 users who see the ad, whether it has been clicked on or not. It is not advisable to start a new ad campaign on this method, but to test on Cost-Per-Click first to see how people respond.

seo spider
Otherwise known as a spider. This is a program created to crawl the web and is used by search engines. The crawlers collect information about sites, including links, content and URLs. They help search engines index changes faster.

A site that lists other sites. It will often have different categories and is used to help users find sites for certain products or services. An example of a directory is true local.

Flash Optimisation
Graphic-based animation. This is common on sites that have used flash movies or animation. However, crawlers were designed to crawl html, and while a site may look great for a user, a lot of it could be invisible to the search engine. In this case, flash optimisation is required; the flash is reworked to be surrounded by HTML, making it easier to understand and crawl for search engines.

Gateway Page
This is a URL this contains a small amount of content and is primarily used to rank highly for keywords and divert web site traffic to a set landing page. This isn’t best practice and is best avoided as your site could be penalised.

geo targetingGeographical Targeting
Search engines are continuing to improve their interpretation of user locations. This has seen keywords add names of a location to them, for example, SEO Brisbane.

Goal Conversions
When you attract visitors to your website, you should always have a target action in place (buy a product online, fill out your contact form, call your office etc). When users perform this action, this is considered a “goal conversion” and can be setup and tracked via Google Analytics.

Google AdWords
A program designed to determine suggested rates and keywords used to advertise. Advertisers will do keyword research and determine what works best for their ad campaign, and they will then make bids on these keywords. These ads then appear on Google search result pages.

Heading Tags
A key factor in how search engines learn what your content is about. Each page should only have one H1 tag and the heading must all accurately represent the content displayed.

Hidden Text
This is a method of black hat SEO. It occurs when a site will fill a site up with a high amount of keywords or text that are the same colour as the site background, making them invisible for users but visible for search engines. This will land your site with a significant penalty of decreased rankings or complete blacklisting.

Otherwise known as Hypertext Markup Language. This is language used to create websites on the web. It is coding that tells a site how to display content to the user and search engines.

This can be displayed as an image or as text. When clicked it will divert the user to a different page. Inbound Hyperlinks are an important process in onsite optimisation.

This is a search engines database, which contains details of all recognised pages on the web. It uses information obtained by the crawler.

Impressions is a term associated with online advertising. An impression counts for every time an ad is shown. These impressions can be used to measure success and click through rates. Ad networks and search engines used impression statistics to determine the pricing and bid required on impression based advertising, for example how much is paid every time the ad is shown.

These are words or phrases that are searched by somebody into a search engine. Keyword research should be undertaken by all website owners to help target the correct search terms, integrating these into their website. Google AdWords has a very useful keyword planner tool that is free to use.

Link Bait
The creation of compelling content that users enjoy reading. If the users feel it could be useful to their sites visitors they will create a link to your page from their website. This is thought of as an ethical SEO technique and will help you build site authority and trust.

Link Exchange
This is simply an arrangement from two sites to link back to one another. Is quite common between business partners and suppliers.

Results that are shown on a search engine results page. The higher the rank the higher proportion of traffic your site will get.

Meta Descriptions Tag
A short, descriptive summary of the page. This should be used to draw the user to your site. Meta descriptions are also a very small ranking factor.

Off-Page SEO
social mediaWays you can optimise a site for search engines without editing or changing any information on-site. Activities such as link building and social media.

On-Page SEO
Elements on a web page that can be changed or edited to help make it more visible to search engines. For example, appropriate title tags, heading tags, alt text, content, internal linking. Fast loading pages, bounce rate and clear navigation are also factors.

Optimised URLS
Keyword integrated URLs still hold a lot of weight and it is best practice to integrate these if possible. Hyphens should be used to separate words. Ensure the user knows where they are going to be redirected to.

Outbound Link
Links on your webpages that lead to other sites or pages.

Page Rank (Google Page Rank)
seoGoogle will rank your web page on a number between 0 and 10. It bases the rankings on importance. It does this by counting the number of links to a page. However, it is the quality and relevance of the links that carry the most weight. In fact, if your site is linked to a number of irrelevant and poor sites it could be penalised.

Paid Listings
Sites that appear on search engine pages as a result of paying money to the search engine for a listing.

301, 302 and 404 redirects are the most common. 301 is used when a page has completely moved and you need to divert the crawlers in the right direction. 302 directs are used when content is moved temporarily, prevents showing user a broken page. A 404 is useful when a page or site cannot be found and it needs to be redirected, it can harm SEO rankings if it isn’t dealt with.

Robots.txt helps a search engine identify which pages should be crawled and which pages should not be taken into account. However it should be noted that this is just advised to the crawler and could be ignored.

Schema Markup
Code used to help search engines what the data on your page means, helping them return more relevant and useful results to their users.

SEO Professional
seo plan
Also known as an SEO specialist. They use their expertise and knowledge to help sites rank up in search results, helping the site receive more traffic and conversions.

Search Engine Optimisation (SEO)
The process that affects the visibility of a website or web page in the search engine results.

SEO manipulation practices that are used to alter a web page/sites position in search engine rankings. Irrelevant/useless content on a site, keyword repetition in an unnatural way. Look at Black Hat SEO.

Three Way Link Exchange
A reciprocal link arranged between three domains, however it does not involve all pages linking to each other. For example site A will link to B, B with link to C and C will link to A. This is popular among multiple site users to help increase page rank.

Title Tags
This is one of the most important on page optimisation ranking factors.  Advisable to integrate a web pages targeted key word, whilst creating a concise and accurate description of the page. It is suggested that anything more than 55-60 characters is too long.

Website traffic is simply the number of visitors your site attracts during any given period.

Unique Visitor
target visitor
This measure the amount of ‘fresh’ or ‘new’ visitors on a web page. This is measured by analysing the IP address of a user. This can be a useful way of tracking SEO success.

Search visibility is a score based on the number of search terms you rank in the top 30 positions for and how close you are to position 1 for each term. 1 point is given for a term ranking at position 30, moving all the way up to 30 points for a term where you rank position 1.

This score is often a great indication of your website’s domain strength as it doesn’t just show individual keywords but how you’re progressing overall.

White Hat SEO
This is something Google and other search engines actively promote. It involves sites being built and focused around the user experience, rather than for the search engines. Companies recognise that this is what search engines want and will build sites up organically to improve rankings. Writing content for human readers is one technique, rather than spamming it with keywords for the search engine. The results of these methods are slower, but are more sustainable and more of a long-term plan.

Otherwise known as ‘Extensible Markup Language’. This is used to describe data being shown, whereas HTML is used to display it. Therefore it isn’t a replacement for HTML, just used to compliment it.

XML Sitemap
Extensible Markup Language that helps a search engine document every page on your site. It is useful to submit a new sitemap when content is updated or new pages have been added.

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