SEO Jargon BusterAudit – SEO audit is a report that benchmarks your website in terms of its optimisation against current best practices and your competitors and helps devise a future strategy.

Alt Tag – a tag that is used to describe the content of an image to someone who uses a screen reader – it also helps optimise images to be found in Google Image search.

Anchor Text – this is the text used to link through to from one piece of online content to another. Using keywords in your anchor text used to be an effective way of pushing a keyphrase on a website. It is less effective now, especially if you over do it.

Blogging – A ‘blogger’ writes unique content for the blog on a website usually involving some kind of passion they have. Increasingly commercial blogs are used to generate regular fresh content and enable further visits to the website.

Citations – These are an online reference to your business’s name, address and phone number. These can be placed in directories or anywhere online. Google now recognises them and uses them to evaluate your business presence online. Very useful for a Local SEO strategy. There doesn’t need to be a link back to your site for it to be effective (though it helps to have one).

Crawlers – search engine spiders will “crawl” the content, pages and links on your website to index the information and enable it to be displayed in the SERPs.

CROConversion Rate Optimisation – the practise of increasing and optimising conversion rates on a website to generate more leads or sales.

CMS – Content Management System – enables changes to be made easily to a website by someone without HTML coding skills.

Copyscape – Use to identify duplicated content on the web. See who is copying your content. Or be sure your own content is completely unique. Find out more here:

Duplicated Content – If you have pages on your website with the same content under different URLs this will be seen as duplicate content. Equally if you have copied content from another website this will also be seen as duplicate. Google doesn’t like duplicated content and will only give the value to the original version.

Ecommerce Tracking – an extension of Google Analytics that can be implemented on a site to track monetary conversions on it. This enables a much quicker way to see which channels are driving the converting traffic and how much money each channel is making.

Error status codes – these are numerical status codes that define the status of a page on your website. The most common are: 401 – unauthorized, 402 – payment required, 403 – forbidden, 404 – page not found, 405 – method not allowed, 406 – not acceptable, 407 – proxy authorisation required, 408 – request timeout, 409 – conflict.

Flash – web software creating animation of some sort on a web page. Content created in Flash is readable by Google, find out here: It’s probably not perfect so if you have to have this type of content on your website make sure the info is backed up with simple html for other search engine bots.

Floating Pages – also known as stub pages, they are not connected up to the navigation of the site. They will not be crawled by Google.

Geo Tagging – this is associating precise geo-coordinates with web pages or other content such as images.

Goals – You can set up ‘Goals’ in Analytics to monitor activity on your website, pages reached, time on site, downloads, forms filled and much more.

Googlebot – Google’s web crawler, spider, bot that crawls websites.

Google Analytics – You can add Analytics code to your website to track sessions, where your visitors are coming from and analyse a whole host of other data sets on your website.

Google Console – Formerly known as ‘Webmaster Tools’, once your site is verified (code added) you can check the health of your website; look for errors, indexing issues, submit xml sitemaps and gain many other insights into how your site is viewed by the search engines.

Htaccess File – (hypertext access) file is a directory-level configuration file which is supported by Apache web servers, it enables management of the servers. These files can be written and uploaded to manage redirects and other tasks where a CMS cannot.

HTTP – Hypertext Transfer Protocol, the foundation of the data on the world wide web.

HTML – HyperText Mark-up Language, commonly referred to as HTML, is the standard markup language used to create web pages.

Indexed – One would refer to a webpage as being ‘indexed’ when it has been added to a search engines’ index. Meaning it can then be found via search.

Javascript – A programming language. Alongside HTML and CSS, it is an essential part of web content production. It is supported by all web browsers and allows greater interactions inside the browser.

KPI – Key Performance Indicator – a measurable goal that can be pre-determined and monitored to assess progress. For example, organic sessions that result in a conversion could be a KPI, that could be measured on a monthly basis.

Latent Semantic Indexing – Google can recognise the theme of a page with related words, this enables ranking even if a keyword is not present on the page.

Link Bait – Content created with the purpose of enticing others to link to it. A good strategy if implemented well.

Link Juice – this is a term used to describe the ranking weight passed from one domain to another via a link. If a website with a high domain authority links to another website, the ‘link juice’ (also known as ‘Page equity’) that passes through this link will be of good quality and will benefit the site being linked to.

Load Times – the time it takes for your browser to render the pages of your website including images and other types of content. Slow loading pages are not good for SEO.

Meta Tags – Title tag and Meta description are the meta data pieces that search engines read to help them determine the theme of your web page.

Nofollow – Use this command on links that you don’t want the search engines to follow. A reason for doing this is would be to decrease the leakage of link juice from one of your web pages.

Noindex – A command placed in the header section of a webpage telling the search engine crawlers not to index the page. A reason for doing this would be that the page has very similar content to another page on your website and you don’t want it to be flagged as duplicate content.

On-page Optimisation – the practice of optimising a page for the target keyphrases to improve the ranking positions of the page in the SERPs.

PPC – or Pay Per Click, is typically used to refer to Google Adwords. Your ads are placed in the Serps, if a visitor clicks one of your ads, you only pay for that click that generates a visit to your website.

Quality Content – creating and adding quality content to your website regularly will help rankings as well as visitor engagement.

Ranking – the ranking positions of your web pages in the organic search results.

Responsive – a responsive site will adjust according to the desktop, tablet or mobile phone that it is being viewed on.

Redirects – Typically a 301 redirect will be the best to redirect an old page to a new one on your website. The 301 redirect will retain about 80% of the link juice as well as telling the search engines this is a permanent redirect.

Rich snippet – A visually enhanced Google search result, such as star ratings or event times. Rich snippets are often generated from structured data.

Robots.txt – a file in the root directory which can be written to prevent certain pages of the website from being crawled. For example it could be used to get a duplicate page ignored by the googlebot.

Semantics – these are the header tags H1, H2, H3 on your website. Search engines will read these to better help them determine the theme of your page.

SEM Rush – handy SEO tool. Check it out

Session – a term used in Analytics for a visit to your website.

SERP – This stands for ‘Search Engine Results Page’. – micro formatting mark-up that can be applied to your website to enable even faster readability to search engines.

Screaming Frog – a crawl tool used by web developers and SEOs to crawl entire sites very quickly. The parameters enable all files, pages, meta data, images and more to be crawled.

Sitelinks – in the SERPs Google might display a set of sub-links below the main search result of your website. You can control these to a certain extent through Google’s Search Console, by demoting the ones you don’t want to appear.

Trust Flow – a ranking factor and a trademark of Majestic. Quality score from 0-100 is determined by back links to your site. Websites closely linked to a trusted seed site can see higher scores, whereas sites that have some questionable links or spammy links would see a much lower score.

Usability – the usability and functionality of your website is now a significant ranking factor. If your website is easy to navigate and intuitive, Google will recognise this as a healthy sign and may rank your site over a competitor.

User flow – within analytics you can look at the user and behaviour flow of website visitors to follow their path through the webpages.

URL – Uniform Resource Locator. Or more simply, it’s the individual web address for each page on your website.

Viral – If you are skilled enough to get a piece of content to go viral, this will work wonders for your brand and website rankings.

Webmaster Tools – This is the old name for ‘Google Search Console’.

XML Sitemap – A sitemap that can be submitted to Google Console to help Google reach all parts of your website (other than the areas you wish to block them from).

Yoast – This is an SEO plugin for WordPress that enables you to add meta data to each page of the site.

Zopim – This is a live chat plugin for WordPress websites. Having a live chat function can increase time on site and also aid funnelling through to deep pages if you supply a link to the visitor through the chat facility. It is also an indication to search engines that you are providing a very good service to your customers.