.Htaccess FileTechnical SEOA server configuration file that can be used to rewrite and redirect web address URLs.
2xx Status Codes:Technical SEOA class of status codes that indicate the request for a page has succeeded.
4xx Status CodesTechnical SEOA class of status codes that indicate the request for a page resulted in an error.
5xx Status CodesTechnical SEOA class of status codes that indicate the server’s inability to perform the request
# – A to Z of SEO Glossary from the SEO Encyclopedia


Above The FoldOn-Page SEOContent that appears on a website before the user scrolls. The area of a web page which is visible to a visitor before scrolling down. The content appearing in the above-the-fold area is considered to be pivotable in the visitor’s decision whether to remain on the page, scroll down or exit the page.
Advanced Search OperatorsKeyword ResearchSpecial characters and commands you can type into the search bar to further specify your query.
AffiliateSEOAn affiliate website exists to sell another website’s products or services. Usually, a referral scheme is set up to ensure that advertisers pay commission to the affiliate website. In online marketing, an affiliate is a website that promotes the products of another company and receives a commission for each referral or sale resulting from its promotion.
AjaxTechnical SEOAsynchronous JavaScript and XML is a type of programming that allows a webpage to send and receive information from a server to change that page dynamically without reloading.
Alexa RankSEO PerformanceA global traffic ranking system provided by Alexa.com that is based upon a large panel of users and their activity over a 3-month rolling period. A website’s Alexa Rank is determined through a combination of unique visitors and pageviews. The ranking is updated on a daily basis. The Alexa website ranks top-level domains by the amount of traffic they receive (unique visitors and pageviews). The rank is based on data they receive from users of their toolbar and other sources that they don’t identify. The website with the most page views and unique users is ranked number 1 on Alexa, with less-trafficked sites have a higher rank number
AlgorithmSearch EnginesA process or formula by which stored information is retrieved and ordered in meaningful ways from the index into the search engine results page.
Algorithm UpdateSearch EnginesWhen a search engine makes changes to how it ranks web pages to present to search users in the search engine results page.
Algorithmic PenaltyGoogle PenaltiesAn automatic penalty applied to a site by Google. Unlike manual penalties, algorithmic penalties are automated and are sometimes not accompanied by a message in Webmaster Tools. As such, the reason for an algorithmic penalty can be harder to identify and subsequently to recover from. Also see: ‘Google Penalty’.
Amp (Amplified Mobile Pages)Technical SEOIs an open-source project driven by Google (and to an extent Twitter) to provide a coding structure that loads websites faster for mobile devices. AMP is able to deliver content so fast because it delivers content from its cache servers (not the original site) and uses a special AMP version of HTML and JavaScript.
Anchor TextOff-Page SEOAnchor text is a clickable text with a reference to another document on the web. It helps crawlers to indicate what the linked page is about. Usually, it is blue and underlined what differs it from other text on the site.
Answer BoxSERP Featureaka direct answers, quick answer, Quick Answers is a Google SERP feature that appears at the top of the SERP in response to implied or explicit queries for information which can be answered briefly with publicly available information. The types of Quick Answers can be broken down into the following categories: Weather, Dictionary, Calculations, Unit conversions, Sports and Quick Facts.
App IndexingMobile App SEOApp indexing refers to the indexing of content contained in mobile apps by search engines. App indexing has enabled search engines to provide search results from within apps in addition to those from mobile or desktop websites. If the content the user searched for exists on an app that is installed on the user’s smartphone, Google will present a “deep link” leading to that content. If the user doesn’t have the app, Google will offer an install card for the app in the search results
App PacksSERP Featuresaka App Box. An App Pack is a feature on the Google mobile search results page that displays apps that are relevant to a user’s search query. Each app’s listing includes its logo, name, rating, number of downloads and cost. Clicking on one of the app links opens up the app’s product page in the relevant app store for the user’s smartphone (iTunes App Store or Google Play Store).
Article SpinningGray Hat SEOThe practice of re-wording an article multiple times, either to be posted for link building purposes or as content for a site. Article spinning is considered the low quality and therefore spammy tactic by Google and other search engines. ‘Spun’ articles are usually fairly easy to spot because sentences are not structured correctly and strange synonyms are used.
AsynchronousTechnical SEOShort for “asynchronous,” async means that the browser doesn’t have to wait for a task to finish before moving onto the next one while assembling your web page.
Authority SitesSEOA site trusted by users, its industry and industry experts. These sites both publish trustworthy information and link to trustworthy sites, getting a reputation of high quality, knowledgeable website.
Auto-generated ContentBlack Hat SEOContent that is created programmatically, not written by humans.
AutosuggestKeyword Researchaka Autocomplete Autosuggest is the search terms that are displayed by search engines in real-time as the user begins typing in the address bar. Autosuggest takes into consideration the prevalence of the various search term options as well as the user’s browsing history
Average Session DurationGoogle Analyticsthe average length of a Google Analytics session in a particular time period.
A to Z of SEO Glossary from the SEO Bible


BacklinkOff-Page SEOInbound links, Backlink is a link one website gets from another website. Backlinks are links on one website that, when clicked, take the user to another site Backlinks, also called “inbound links” or “incoming links,” are created when one website links to another. The link to an external website is called a backlink. Any incoming links to a website or web page are known as Backlinks and can be DoFollow (They pass link juice) or NoFollow (They do not pass link juice)
Backlink ProfileSEO PerformanceBacklink Profile is often used to describe a specific view on all the known backlinks, or a slice of backlinks, like for example. A simple flat list of backlink source pages with anchor text (most popular) A term used to describe all the inbound links to a select domain, subdomain, or URL.
Bad NeighbourOff-Page SEOA bad neighbor is a site with low quality and/or illegal content. When you link to bad neighbors, this affects your rankings in a negative way. When bad neighbors link to you, you can disavow their links to your site.
BaiduSearch EnginesThe most popular search engine in China, Baidu was founded in January 2000 by Robin Li and Eric Xu.
BertGoogle UpdateGoogle search now uses neural networking techniques to better understand the intentions and nuances in a search query. Google advised that the BERT update works best for longer, conversational search queries. 1 in 10 search queries will be affected by the update.
BingSearch EnginesThe name of Microsoft’s search engine. Bing launched in June 2009, replacing Microsoft Live Search (previously MSN Search and Windows Live Search). Bing also powera Yahoo’s organic search results.
Black Hat SeoBlack Hat SEOBlack Hat SEO is the use of manipulative or deceptive practices to achieve a higher rank in search engines. Participating in link schemes, generating automatic content, and placing hidden text or links on web pages are a few examples of disapproved practices by Google. Websites practices black hat SEO techniques can be automatically demoted by algorithms such as Penguin or can have manual action taken against them by the search engine’s quality team.
BlogOn-Page SEOContent that reflects personal or corporate interests and can be written by an individual or a group of contributors.
Blogger OutreachOff-Page SEOAn important part of the link building process that consists of finding backlink opportunities and then contacting the site to have them a link to one of your web pages.
BookmarksBrowserBookmarks, also known as Favorites, are a list of shortcuts to web pages that a user saves in their web browser so that they can access them quickly and easily in the future. Most browsers allow the user to organize their bookmarks in folders and they can be accessed through the browser’s menu or through a special bookmark bar which allows even quicker access because the bookmarks are constantly visible.
BotsTechnical SEOAlso known as “crawlers” or “spiders,” these are what scour the Internet to find content.
Bounce RateAnalyticsIt is the percentage of visitors to a particular website who navigate away from the site after viewing only one page
Brackets UpdateGoogle UpdatesA core algorithm update designed to promote previously undervalued content
Branded KeywordsKeyword ResearchThese are the search terms that include the name of a company, organization. It can also be in conjunction with their product or service. For example, ‘Google’ would be a brand name, ‘SEO for EVERYONE’ or ‘Ahrefs’ could also be considered a branded keyword.
BreadcrumbOn-Page SEOA navigational element that helps users easily figure out where they are within a website. A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many bread crumbs have the most general page (usually the root page) as the first, leftmost link and list the more specific sections out to the right. The breadcrumb trail is a useful tool for both web designers and SEO experts. It helps Google bots to better understand the website hierarchy, and it helps users to comprehend their current position on the site
Broken LinkTechnical SEOA link that leads to a 404 not found. Typically, a link becomes broken when i.e. a website goes offline or is removed without implementing a redirect or the destination URL is changed without implementing a 301 redirect.
Broken Link BuildingOff-Page SEOAn SEO technique where you find sites with inactive/broken links and gives them your content to link to instead
BrowserTechnical SEOA web browser, like Chrome or Firefox, is software that allows you to access information on the web. When you make a request in your browser (ex: “google.com”), you’re instructing your browser to retrieve the resources necessary to render that page on your device.
A to Z of SEO Glossary from the SEO Encyclopedia


CacheTechnical SEOA saved version of your web page. A technology that temporarily stores web content, such as images, to reduce future page loading times.
Cached PageTechnical SEOA snapshot of a webpage as it appeared when a search engine last crawled it.
Call To Action (Cta)On-Page SEOA Call to Action (CTA) in online marketing refers to a visual or audible message that urges the user to take immediate action such as “Buy Now”, “Start Your Free Trial” or “Call Now”. Imperative verbs are normally used which call on people to take the desired action. Calls to Action worded to stress the benefit to the user are considered more effective, whereas generic CTAs such as “Click Here” lead to a smaller percentage of people taking the desired action.
Canonical TagTechnical SEOA.k.a. Canonicalization. A canonical tag (aka “rel canonical”) is a way of telling search engines that a specific URL represents the master copy of a page. Using the canonical tag prevents problems caused by identical or “duplicate” content appearing on multiple web address URLs. The canonical tag tells the search engines which version of a URL you want to appear in the search results.   The main idea is that when a search engine sees this tag it does not rank that page, but transfers all the rankings to the canonical page. So, in essence, it’s very similar to the 301 redirects. The rel=”canonical” tag allows you to tell the search engines where the original master version of a piece of content is located. You’re essentially saying, “Hey search engine! Don’t index this; index this source page instead.” So, if you want to republish a piece of content, whether exactly or slightly modified, but don’t want to risk creating duplicate content, the canonical tag is here to save the day.
CaptchaTechnical SEOAn acronym for “Completely Automated Public Turing test to tell Computers and Humans Apart”) is a type of challenge–response test used in computing to determine whether or not the user is human.
Carousel (Images, Videos, Products)Local SEOCarousel is a local search result that displays up to 20 results primarily of restaurants, hospitality, and travel etc in Google search engine results.
CcltdDomainsShort for “country code top-level domain,” ccTLD refers to domains associated with countries. For example, .ru is the recognized ccTLD for Russia.
Cdn (Content Delivery Network)Technical SEOA CDN is a way to deliver content from your website or mobile application to people more quickly and efficiently, based on their geographic location. It is a geographically distributed group of computers (servers) which work together to provide fast delivery of Internet content. A CDN allows for the quick transfer of assets needed for loading Internet content including HTML pages, javascript files, stylesheets, images, and videos.
Citation Flow CfOff-Page SEOCitation Flow predicts how influential a URL might be based on how many sites link to it. It’s a Majestic trademarked Backlink metric. Citation Flow is a score given to a URL out of 100 (1 being the lowest, 100 the highest). It is an indicative score based on the number of links pointing to that particular web address URL.
CitationsLocal SEOAlso known as a “business listing,” a citation is a web-based reference to a local business’s name, address, and phone number (NAP). Citations are external site references to your business, address, phone number or other unique identifiers. They aren’t links. Instead, they are mentions that can be distinctly tied to your website and/or company name and used to identify some aspect of quality or association related to your operation, service, product, or people.
Click FraudBlack Hat SEOClick fraud is a black-hat technique to artificially inflate the number of clicks on Pay Per Click advertising. The motivations of such black-hat ad clickers can be broken into two categories. First website owners selling PPC advertisements wanting to increase their income from the ads on their site or, alternatively, competitors of the advertiser clicking on the ads in order to waste their advertising budget on useless clicks which will not create any leads. Click fraud is a significant challenge to identify and block since people clicking on ads are anonymous, delete their cookies and use VPN.
ClickbaitBlack Hat SEOContent that is designed to entice people to click, typically by overpromising or being intentionally misleading in headlines, so publishers can earn advertising revenue.
CloakingBlack Hat SEOShowing different content to search engines than you show to human visitors.
Cms (Content Management System)WordPressA Content Management System is a software program that is used to upload, modify and organize content to be published on the internet. The most widely-used CMS software by far is WordPress with millions of installations worldwide. Other popular CMSs include Drupal, Joomla, and Blogger. Some content management systems, WordPress for example, have advanced third-party SEO plugins that help webmasters to optimize their content for search engines.
Co-citationOff-Page SEOCo-citation is when one website or brand is mentioned (not linked) by two different but related sources. The co-citation concept works on the principle that good websites will link to/speak about other relevant and good websites.   In co-citation, there is a strong content-driven connection between two sites due to their mutual mention of a single website and not because of any actual links between the sites. Some have called it link building without links.   In order for sites to be connected in a co-citation relationship, they must…   Share a common mention of the same site. There does not have to be a link.Discuss a similar topic. There does not have to be shared keywords.  
Co-occurrenceOff-Page SEOCo-occurrence is based upon latent semantic indexing. Essentially, due to the proximity of certain keywords to your brand name around the web, a website could receive a ranking benefit from this co-occurrence even without a direct inbound link. For example, if SEO for EVERYONE were to be mentioned in an article about SEO training, the fact that our brand name is being mentioned in the same sentence/paragraph or article which contains the keyword (or variations of) SEO training, then we would receive a ranking benefit for this search term.
Comment SpamBlack Hat SEOPoorly written comments, often off-topic and self-promotional, posted by spambots in the hopes of getting a free (but ultimately worthless) link.
Commercial Search QueryKeyword ResearchImplies that the searcher wants to compare products before purchase.They are one step away from converting into a customer.
Competitor ResearchKeyword ResearchFrom an SEO perspective, businesses compete for the same keywords and organic search visibility. So competitor research is where you look at online competitors and document their SEO efforts. For example, you research the keywords that they are currently targeting or identify link building opportunities.
ContentOn-Page SEOWords, images, videos, or sounds (or any combination thereof) that convey information that is meant to be distributed to and consumed by an audience.
Content AuditOn-Page SEOan evaluation of the indexable content on a website. As you audit the content on a website, you are usually looking at a variety of metrics like traffic, backlinks, etc.
Content Gap AnalysisKeyword ResearchA Content Gap Analysis is a strategic SEO tactic used to outrank competitors on industry-related terms and capitalize on terms currently not targeted by a brand’s website.
Content MarketingOff-Page SEOA marketing method that focuses on the creation and sharing of high quality, valuable online information (in the form of video, audio or text). The purpose is to draw interest and be perceived as a credible source, so you gain more visibility and increase brand awareness.
Content SyndicationOff-Page SEOA method where content is republished on another site to reach new audiences, increase traffic and build links. This method does, however, fall in the area of duplicate content, meaning that the other site could very likely rank better than you on your own post if it has more authority.
Conversion RateAnalyticsConversion in the context of online advertising is the completion of the desired action by visitors to a website or app. The number of conversions is used to gauge the success of a landing page or advertising campaign which brought visitors to a website.
Conversion Rate Optimization (Cro)SEO PerformanceWhen a site owner maximizes or increasing the number of site visitors who complete a desired action by making improvements to the customer experience (UX) to the site. Conversion rate optimization (CRO) helps you remove roadblocks to conversions on your site.
CookieTechnical SEOCookies are files that a website saves to a person’s computer when they visit a web page. Cookies save information like the items a person added to their shopping cart at an e-commerce site or the history of pages visited on the website. An important function of cookies is to determine whether a person is logged into an account on a site. Once they log in, a cookie is saved indicating they are logged in and that allows them to go from page to page without signing in between pages.
Cornerstone ContentContentThe most important, extensive articles on your website. They are of high quality, easy to read and are in-depth about a specific topic. They are usually hub articles that are at the center of your link structure linking and linked to many of your web pages.
Cpc (Cost Per Click)Keyword ResearchCost Per Click (CPC) is a measure used in the online advertising industry for the cost incurred by the advertiser each time someone clicks on the advertiser’s ad. In CPC advertising, there is no charge for views of the advertisement, only for clicks. CPC is an indicative metric of the commercial potential of a keyword.
CrawlTechnical SEOCrawling or spidering means scanning the website, its sections, content, keywords, headings, hyperlinks, images by thousands of small bots. Any data that can be found on the website is crawled. Crawlers detect all hypertext links on a website that point to other websites. Then they parse those pages for new links over and over again. Bots crawl the whole internet regularly to update the data. The process by which search engines discover your web pages.
Crawl BudgetTechnical SEOThe concept that a certain amount of time is assigned to a bot to crawl and index a website placing greater emphasis on onsite optimization. Crawl budget refers to the number of URLs a search engine’s spider will crawl during one session. A website’s crawl budget is influenced by the crawl rate that Googlebot has determined is optimal for the site and crawl demand which is determined by the website’s popularity and the need to keep Google’s SERP fresh for a particular search query.
Crawl DemandTechnical SEOPart of the crawl budget, the crawl demand describes how much importance the search engine places on a specific URL. The deeper the page is in the link structure (more than 4 clicks from the home page for example), the less important it is.
Crawl DepthTechnical SEOCrawl depth refers to how far down into a website’s page hierarchy a search engine spider crawls. A website’s homepage is at the top of the hierarchy. Pages linked directly from the homepage are level 1 whereas pages linked from level 1 pages are level 2, and so on. Intuitively, the closer a page is to the homepage, the more significant it is, and therefore the importance of crawling it increases. Large websites with many pages and levels need a strong domain authority for the crawl depth to include the entire site. Usually, the crawl depth of initial and incremental crawls will not be the same.
Crawl ErrorTechnical SEOCrawl errors are unsuccessful attempts by search engine spiders to crawl a website. Google’s Search Console divides crawl errors into two categories: Site Errors and URL Errors. Site errors affect an entire website. They include problems with DNS, server connectivity and the robots.txt file. URL errors affect specific URLs. They include Soft 404 errors, 404 errors, Access Denied, and Not Followed. Significant amounts of crawl errors point to poor website health, and that can negatively affect the user experience as well as search engine rank, crawl frequency, and crawl depth.
Crawl FrequencyTechnical SEOCrawl frequency refers to how often a search engine’s spider crawls web pages to update its index with new and updated pages. The search engine’s algorithm determines which websites to crawl and at what frequency based on the website’s level of domain authority and how often the content is updated. Sites with higher domain authority and that update more often are crawled more frequently.
Crawl RateTechnical SEOCrawl rate represents the number of parallel connections Googlebot can use to crawl a website and the time between fetches. If a website is fast, Googlebot will increase the crawl rate, whereas Googlebot will drop the crawl rate for slow sites or sites with a significant number of 5xx errors.
CrawlabilityTechnical SEOCrawlability refers to the process of enabling the crawlers to easily navigate, understand and efficiently find content and index your website. Site crawlability can be improved by creating an XML and image sitemap, avoiding orphan pages by efficient internal linking, optimizing site speed, images and video and the proper use of redirects.
CrawlerSearch EnginesA program that search engines use to crawl the web. Bots visit webpages to collect information and add or update a search engine’s index.
Crawler DirectivesTechnical SEOInstructions to the crawler regarding what you want it to crawl and index from your site.
Critical Rendering PathTechnical SEOThe sequence of steps a browser goes through to convert HTML, CSS, and JavaScript into a viewable web page. Optimizing the critical rendering path improves the time to first render.
Css (Cascading Style Sheets)Technical SEOA Cascading Style Sheet (CSS) is the code that makes a website look a certain way (ex: fonts and colors).
Ctr (Click-through Rate)SEO PerformanceThe ratio of impressions to clicks on your web page URLs in the search results.
Curated ContentOn-Page SEOContent that you did not create, but you find it very relevant and valuable for your visitors. The purpose of curating content is to create a knowledge-hub that the users will visit frequently to get information on their niche, making you an influencer and an expert.
Customer AvatarKeyword ResearchA customer avatar is a detailed profile of your ideal customer. It doesn’t make assumptions or categorize people into groups. The avatar focusses on one person and outlines everything about them. It goes into much greater depth than a regular marketing persona, providing marketers with many more targeting tools.
Customer JourneyKeyword ResearchAll of the potential moments (or touchpoints) at which a prospect is exposed to or engages with a brand. All of these interactions are designed to eventually persuade, influence, and convert that Buying Process, Consumer Decision Journey, the Customer Journey to Online Purchase, Marketing Funnel, Path to Purchase, Purchase Funnelprospect to become a customer, client, or subscriber.
Customer Relationship Management (Crm)Off-Page SEOA CRM system helps businesses keep customer contact details up to date, track every customer interaction, and manage customer accounts. It is designed to help businesses improve customer relationships and also Customer Lifetime Value (CLV).
CybersquattingDomainsCybersquatting is the practice of registering domain names related to well-known companies or brand names with the intent of reselling them at a profit. According to US law, registering, trafficking in, or using an Internet domain name with bad faith intent to profit from the goodwill of a trademark belonging to someone else is illegal.
A to Z of SEO Glossary from the SEO Encyclopedia


De-indexedSearch EnginesRefers to a page or group of pages being removed from Google’s index or a search engines’ index.
Deep LinkingOff-Page SEOOn the World Wide Web, deep linking is making a hyperlink that points to a specific page or image on a website, instead of that website’s main or home page. Such links are called deep links. Deep links are particularly valuable for SEO. Linking to specific pages within your site with a good anchor text improves the rankings of these pages.
Direct TrafficSEOThe visitors to a website that have navigated to the site by typing the web address URL directly into their browser, rather than entering the site through referral channels such as search engines or adverts or social media.
Directory LinksLocal SEO“Directory” in the context of local SEO is an aggregate list of local businesses, usually including each business’s name, address, phone number (NAP) and other information like their website. “Directory” can also refer to a type of unnatural link that violates Google’s guidelines: “low-quality directory or bookmark site links.”
DisavowOff-Page SEOIf your link profile includes a high number of spammy, artificial, or low-quality inbound links that may be harming your rankings – and don’t have the ability to get them removed for a legitimate reason (e.g., the link exists on a site you have no control over) – you can use Google’s Disavow Tool (via the Google Search Console) tool to tell Google to ignore those links.
Discover More PlacesSERP FeaturesDiscover More Places is a carousel-type Google SERP feature that usually appears in addition to the Local Pack when searching for local restaurants. The Discover More Places carousel appears towards the bottom of the SERP displaying images, each associated with a different category. Clicking on one of the items opens up Google’s Local Finder with a list of restaurants in the particular category and a map.
Dns (Domain Name Server)Technical SEOA Domain Name Server (DNS) allows domain names (ex: “moz.com”) to be linked to IP addresses (ex: “”). DNS essentially translates domain names into IP addresses so that browsers can load the page’s resources.
Do-follow LinksOff-Page SEOAn HTML attribute that is used on a Backlink from another site to signify trust. A DoFollow links passes authority (or link juice) to the receiving (linked to) site.
Dom (Document Object Model)Technical SEOThe Document Object Model (DOM) is the structure of an HTML document — it defines how that document can be accessed and changed by things like JavaScript.
DomainDomainDomain Name, Website Name, Website Address: Domain names are the unique, human-readable Internet addresses of websites. They are made up of three parts: a top-level domain (sometimes called an extension or domain suffix), a domain name (or IP address), and an optional subdomain.
Domain AgeDomainDomain age refers to the length of time that a website has been registered and active. Domain age conveys trust to website visitors and to the search engines. Two factors are considered in the age of a domain name. First, is the length of time that a domain has been registered. Second, is the age of the website in regards to how long that it has been active, or how long that it has had crawlable content on the web
Domain AuthorityOff-Page SEODomain Authority (DA) aka domain rating is a score developed by Moz that predicts how well a website will rank on search engine result pages (SERP). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.
Domain Name RegistrarTechnical SEOA company that manages the reservation of internet domain names. A domain name registrar is an organization, usually commercial, which sells and manages the ownership records of domain names. Domain name registrars are licensed by the top-level domain registries. Domain owners set the location of their domain name servers by notifying the registrar, normally through the registrar’s website.
Doorway PagesBlack Hat SEODoorway pages are web pages that are created for spamdexing. This is for spamming the index of a search engine by inserting results for particular phrases with the purpose of sending visitors to a different page.
DuckduckgoSearch EngineA search engine that was founded on September 28, 2008. It is often praised for its heavy focus on user privacy and a lack of filter bubbles (search personalization). DuckDuckGo relies on more than 400 sources to serve its search results, including vertical search engines, its own crawler, DuckDuckBot, Bing, and Yandex.
Duplicate ContentOn-Page SEODuplicate content is content that appears on the Internet in more than one place.
Dynamic UrlTechnical SEOA web address of a web page where content is stored in a database and fetched by a user query. These pages can have only one HTML file, but the content will be unique every time the database is queried. This is why the URL changes every time there is a query. These URLs are non-descriptive and made no sense when read since they include link parameters.
A to Z of SEO Glossary from the SEO Encyclopedia


E-a-tOn-Page SEOAn acronym for Expert, Authoritative, and Trustworthy. Web pages that do not display these characteristics tend to be seen as low quality in the eyes of Google. E-A-T is becoming more and more important as search evolves and increases the importance of solving user intent. The expertise and authoritativeness of a site increase its quality.
Ecommerce SeoEcommerce SEOAn SEO technique of making your online shop more visible in the search engine results pages (SERPs). When people search for products that you sell, you want to rank as highly as possible so you get more traffic.
Editorial LinksOff-Page SEOA link that is given by one website to another without the recipient asking or paying for it.
Ego BaitOff-Page SEOOne of the link building tactics where you use a link to a popular brand/person in your content then you contact with the hope they reciprocate the mention with a Backlink.
Emd UpdateGoogle Updatesthat was designed to reduce the weight of exact match domain names that were ranking well simply because they had a keyword in the root domain name.
EngagementAnalyticsData that represents how searchers interact with your site from search results
Estimated Input LatencyTechnical SEOEstimated Input Latency is an estimate of how long your app takes to respond to user input during the busiest 5 second window of page load. The timing of this audit is from First Meaningful Paint to the end of the trace, which is roughly 5 seconds after Time to Interactive. If your latency is higher than 50 ms, users may perceive your app as laggy. To make your app respond to user input faster, optimize how your code runs in the browser.
Evergreen ContentOn-Page SEOAn SEO buzzword used to describe content that does not decrease in value with time.
Expert DocumentOn-Page SEOAn unaffiliated web page with links from many topically related hubs. Expert documents are used by Google’s Hilltop algorithm to determine site relevancy for search queries. These expert documents can be informationally rich pdfs, e-books or web pages with guides on a certain topic.
Expired DomainGrey Hat SEOExpired domains are domains that have been registered by individuals, businesses, or organizations, but aren’t renewed after the contract ends, or are deliberately terminated. That means that they available for re-registration
External LinksLinksOBL, outbound links any link on a website that links to another web page or website is known as an outbound link.
A to Z of SEO Glossary from the SEO Encyclopedia


Facebook PixelAnalyticsA piece of code that is placed on your website that allows you to build a list of site visitors that are held on the Facebook platform.
Faceted Navigation:On-Page SEOOften used on e-commerce websites, faceted navigations offer a number of sorting and filtering options to help visitors more easily locate the URL they’re looking for out of a stack of thousands or even millions of URLs. For example, you could sort a clothing page by price: low to high, or filter the page to view only size: small.
FaviconOn-Page SEOA favicon is an icon that can be associated with a web page and is displayed in a browser tab (together with the page title) or in the address bar. The favicon is usually similar to the website’s logo, and it allows users to visually identify the websites they have open in the various browser tabs. The icon’s dimensions should be 16×16 pixels or 32×32 pixels, using either 8-bit or 24-bit colors. The image’s format can be either PNG, GIF, or ICO.
Featured SnippetSERP FeaturesAlso called Answer Boxes. A featured snippet is a summary of an answer to a user’s query, which is displayed on top of Google search results. It’s extracted from a webpage and includes the page’s title and URL. There are three major types of featured snippets: Paragraph (an answer is given in the text). It can be a box with text inside or a box with both text and an image inside. List (an answer is given in a form of a list) Table (an answer is given in a table) For certain queries, usually questions (i.e., who/what/where/when/why/how), Google sometimes shows a special block above the organic search results. This box contains a summary (in the form of a paragraph, list, table, or video), as well as the publication date, page title, link to the webpage from which the answer originated, and URL. Also known as “position 0”, this is Google’s way of providing an answer directly in the search results. The text and image can be from completely different sources as well. Meaning the text you read and link you see may not be from the same content that the image is from.
First Contentful PaintTechnical SEOFirst Contentful Paint is triggered when any content is painted – i.e. something defined in the DOM (Document Object Model). This could be text, an image or canvas render. The first content that gets painted – like text, images, canvas render etc – is considered First Contentful Paint
First Cpu IdleTechnical SEOFirst CPU Idle measures how long it takes a page to become minimally interactive. A page is considered minimally interactive when: Most—but not necessarily all—UI elements on the screen are interactive, andThe page responds, on average, to most user input in a reasonable amount of time
First Meaningful PaintTechnical SEOFirst Meaningful Paint is the time it takes for a web page’s primary content to appear on the screen.
FootprintBlack Hat SEOA “footprint” describes anything that Google can use to identify the site owner and their online activities with regards to SEO. Usually site owners who use PBNs have to ensure they don’t leave footprints for Google to find and penalize their sites.
Fred UpdateGoogle UpdatesA suspected Google Update that was released in March 2017 without any official notice. Initial reports pointed towards content heavy sites with a focus on ad revenue being affected.
A to Z of SEO Glossary from the SEO Encyclopedia


GeotargetingInternational SEOA method of targeting users based on their geographical location. This is usually done because you want to display different content or ads to your visitors depending on where they are.
GooglebotSearch EngineGooglebot is the web crawler used by Google to discover web pages and update their search index.
Google AnalyticsSEO ToolsA free application that allows you to track a large number of metrics from your website.
Google BombBlack Hat SEOA practice intended to make a website rank number one for a surprising or controversial search phrase. This was accomplished by having a large number of websites link to a certain webpage with specific anchor text to help it rank for that term. For example, in 2003 President George W. Bush’s White House bio ranked number one on a search for “miserable failure.”
Google BowlingNegative SEOA method where you create backlinks to your competitor on spammy, non-relevant websites trying to get the competitor penalized, reducing their rank in the SERPs.
Google DanceTechnical SEOA term used starting in 2002 for the volatile period of time during which Google updated its search index, roughly every month.
Google Florida UpdateGoogle UpdatesThe first major Google algorithm update that targeted sites that used Black Hat SEO tactics such as keyword stuffing, the use of multiple sites under the same brand, invisible text, and hidden links etc.
Google HummingbirdGoogle UpdateA Google search algorithm that was officially announced in September 2013 after it had been in use for a month. The purpose of Hummingbird was to better understand the full context of queries (i.e., semantic search), rather than certain keywords, in order to provide better results.
Google IndexSearch EngineThe Google index is similar to an index in a library, which lists information about all the books the library has available. However, instead of books, the Google index lists all of the web pages that Google knows about. When Google visits your site, it detects new and updated pages and updates the Google index
Google My BusinessLocal SEOGoogle My Business (GMB) Directory is a global index of businesses managed by Google. Businesses can create a listing for themselves, and then that information is available to users on Google Search and Google Maps. The listing includes information such as the business’ name, address and phone number (NAP), business hours, etc. Google’s Local Pack and Local Finder rely on the information in Google My Business directory to determine the location of local businesses.
Google News SitemapTechnical SEOA Google News Sitemap is a sitemap used to assist Google in the indexing of Google News’s specific content. A Google News Sitemap should only contain resources that adhere to the various Google News guidelines.
Google PandaGoogle UpdateReleased first in 2011, this Google algorithm update was aimed to lower the rank of “low-quality sites” or “thin sites”, in particular, “content farms”, and return higher-quality sites near the top of the search results..
Google PenaltyGoogle PenaltyA Google penalty is a negative impact on a website’s search rankings based on updates to Google’s search algorithms or manual review. The penalty can be a by-product of an algorithm update or an intentional penalization for various black-hat SEO techniques.
Google PenguinGoogle UpdateFirst released in 2012, this update was launched to catch sites deemed to be spamming its search results, in particular, those doing so by buying links or obtaining them through link networks designed primarily to boost Google rankings.
Google PigeonGoogle UpdateReleased in 2014, the Google algorithm update boosted the rankings of local business listings in the search results. The goal of Pigeon was to improve the accuracy and relevance of local searches by leveraging more traditional Google ranking signals and improving distance and locating ranking parameters.
Google Play StoreAppsGoogle’s online market of apps (mobile applications) built for smartphones and tablets running the Android operating system. Play Store has its own search engine to locate apps based on keywords, categories, most popular, etc.
Google Possum UpdateGoogle UpdateAn update released in the latter half of 2016 that had a profound impact on local searches affecting 2/3 of local searches.
Google PostsLocal SEOGoogle Posts are a feature that allows business owners can publish content directly to the Knowledge Panel of its business that appears on the SERP in Google Maps. The posts can include texts and images as well as call to action buttons such as Learn More, Buy, Sign Up and more.
Google Quality Guidelines:Search EnginePublished guidelines from Google detailing tactics that are forbidden because they are malicious and/or intended to manipulate search results.
Google RankbrainSearch EngineRankBrain is a component of Google’s algorithm based on artificial intelligence. It helps Google to understand the intent behind the search query and deliver the most relevant results thanks to the machine-learning system. the machine learning component of Google’s core algorithm that adjusts ranking by promoting the most relevant, helpful results. RankBrain can handle words or phrases that it has never seen before by predicting which words or phrases might have a similar meaning based on its analysis of historical searches.
Google Related SearchesSERP FeatureGoogle Related Searches is a list of similar or related search queries that appear at the bottom of the SERP. The purpose of the related searches is to help the user who didn’t find the desired results redefine the search query to more accurately describe what he or she is looking for. According to Rank Ranger’s Google SERP Feature Tracker, the average number of related searches appearing on SERPs is just under eight.
Google Search Console (Gsc)SEO PerformanceA free SEO tool for analyzing your site’s performance in Google’s search engine results pages. GSC provides keywords you rank for, information on the pages indexed, and any crawl errors that they are seeing on their end and many more useful metrics to help assess the Technical & On-Page SEO of a site.
Google Search OperatorsKeyword ResearchA search operator (sometimes referred to as a search parameter) is a character or string of characters used in a search engine query to narrow the focus of the search.
Google UpdateGoogle UpdateAny change to Google’s search algorithms or ranking system. This includes new rules or adjustments to rules already in place. There are frequent small updates that go unnoticed, but there are several major updates in a year that can have a big impact on your rank.   Major updates in the past few years include Panda, Penguin, Pirate, Hummingbird, Pigeon, Mobile Friendly, RankBrain, Possum and Fred.
Google Venice UpdateGoogle UpdateA Google update based on the user’s location. When relevant, Google will return local results in the organic results rather than just in the Google local box.
Google Webmaster GuidelinesSEOGoogle Webmaster Guidelines is an online document on Google’s support site that provides some basic recommendations to help sites get found and indexed. Websites found to be violating any of the quality guidelines may be deindexed by Google or have their website’s rank demoted, depending on the severity of the violation.
GooglebotSearch EngineIt is a kind of software used by Google as a search bot to index a web page. Googlebot is Google’s web crawler bot responsible for fetching web pages on the internet in order to update the index used by its search engine. As Googlebot crawls websites, it discovers new web pages through links and sitemaps and adds them to its crawl list. Googlebot’s crawl operations are guided by a computer program with a sophisticated algorithm that determines which websites to crawl, at what frequency and how many pages per website to fetch.
Grey Hat SeoGrey Hat SEOA supposed “gray” area between SEO techniques that adhere to Google’s Webmaster Guidelines, but then add an element that bends the rules a little. SEO tactics that are unclear based on the terms of service that Google has laid out.
GtldsDomainsgTLDs or Generic Top-Level Domains are top-level domains (the far-right segment of a web address) managed by the Internet Assigned Numbers Authority (IANA). They were called “generic” to differentiate them from ccTLDs, country code top-level domains. The first gTLDs were .com, .net, .org, .edu, .gov and .int.
Guest PostingLink Buildingaka Guest Blogging The act of writing a new article for a site that you do not own with the hope of earning a Backlink or brand mention to improve your domain authority.
GuestographicOff-Page SEOAn SEO term that refers to a link building method where you reach out to websites with a similar topic to your infographic and have them use it to supplement their content in exchange for a backlink to your site.
A to Z of SEO Glossary from the SEO Encyclopedia


Hawk UpdateGoogle UpdateGoogle has long had proximity filters in place that prevent multiple listings from the same business monopolizing local search results. However, in the August 2017 Hawk update, Google tightened its proximity filtering for organic ranking. The filtering radius for the same category business has been reduced from 500 feet to 200 feet. The same category businesses at the same address, however, are still filtered. The more exact restrictions may benefit businesses that previously had a higher-ranked competitor just down the street, as both businesses may now be able to show up in local results.
Heading TagOn-Page SEOThe heading element in HTML defines a structure for headings in a document. Starting with H1 as the most important heading, descending to H6, heading tags have been a standard part of HTML since HTML 2.0.
HeatmapAnalyticsA heat map is a graphical representation of data where the individual values contained in a matrix are represented as colors. Heatmaps are a powerful way to understand what users do on your website pages—where they click, how far they scroll, what they look at or ignore. 
Hilltop AlgorithmGoogle UpdateInfluenced by the HITS Algorithm, and added to Google’s algorithm in 2003, Hilltop assigned “expert” status to certain websites or web pages published about a specific topic that also links to unaffiliated pages about that topic.
HitsSEOHits are visitors to a website. A successful campaign could be said to be one that delivered a lot of hits. Hits are not necessarily specific to a particular platform, they could be search engine visits, PPC, social media, or from people clicking a link on another website. Each time a file is downloaded from your site is considered a hit. This includes your page’s HTML files, images, videos, graphics, buttons, etc.
Hits AlgorithmGoogle UpdateHyperlink-Induced Topic Search is a link analysis algorithm that assesses a value not just based on content and inbound links (authorities), but also it’s outbound links (hubs).
HreflangInternational SEOA tag that indicates to Google which language the content is in. This helps Google serve the appropriate language version of your page to people searching in that language. This HTML tags help avoid duplicate content issues.
Html (Hypertext Markup Language)Technical SEOA hypertext markup language is a language used to create web pages.
Http (Hypertext Transfer Protocol)Technical SEOThe “HTTP” or “https” preceding your domain name. This governs how data is relayed between the server and the browser.
Http 301 Moved PermanentlyTechnical SEOA 301 redirect is a permanent redirect which passes between 90-99% of link equity (ranking power) to the redirected page. The 301 redirect is the best method for implementing redirects on a website.
Http 302 Temporary MoveTechnical SEOA 302 is a temporary redirect to another web address URL. This is usually used if a site is under maintenance.
Http 307Technical SEOA 307 redirect is the HTTP 1.1 successor of the 302 redirects. While the major crawlers will treat it like a 302 in some cases, it is best to use a 301 for almost all cases. The exception to this is when content is really moved only temporarily (such as during maintenance) AND the server has already been identified by the search engines as 1.1 compatible. Since it’s essentially impossible to determine whether or not the search engines have identified a page as compatible, it is generally best to use a 302 redirect for content that has been temporarily moved
Http 401Technical SEOThe 401 Unauthorized Error is an HTTP response status code indicating that the request sent by the client could not be authenticated. The 401 error indicates that the requested resource is restricted and requires authentication, but the client failed to provide any such authentication.
Http 403Technical SEOThe 403 Forbidden Error is an HTTP response status code, which indicates that the identified client does not have proper authorization to access to the requested content
Http 404 Not FoundTechnical SEO(HTTP 404, 404 Not Found, 404, Page Not Found, or Server Not Found) Error 404 is a standard HyperText Transfer Protocol (HTTP) status code (also called response code). When you try to access a website address (URL) or a server, the server returns a status code to indicate how the operation went. to indicate that the browser was able to communicate with a given server, but the server could not find what was requested
Http 410Technical SEOHTTP Status Code 410 means that the target resource is no longer available at the origin server and that this condition is likely to be permanent.
Http 500 Internal Server ErrorTechnical SEOInstead of the problem being with pages missing or not found, this status code indicates a problem with the server. A 500 is a classic server error and will affect access to your site..
Http 503Technical SEOAnother variety of the 500, a 503 response means that the server is unavailable. Everyone (human or otherwise) is asked to come back later. This could be due to temporarily overloading the server or maintenance of the server. A 503 status code ensures that the search engines know to come back soon because the page or site is only going to be down for a short time.
Http Soft 404 ErrorTechnical SEOA soft 404 is a URL that returns a page telling the user that the page does not exist and also a 200-level (success) code
Http Status CodeTechnical SEOAn HTTP status code is a server response to a browser’s request. When you visit a website, your browser sends a request to the site’s server, and the server then responds to the browser’s request with a three-digit code: the HTTP status code.
HttpsTechnical SEOHyperText Transfer Protocol Secure. It is an encrypted, secure version of the HTTP protocol that keeps the information that is being sent and received safe from hackers. Google recommends this protocol over HTTP and offers some benefits to the websites using it like better rankings and data about the referral traffic.
Hub PageOn-Page SEOA page that contains numerous links to the most relevant and accurate websites in its niche.
A to Z of SEO Glossary from the SEO Encyclopedia


If Modified SinceTechnical SEOThe if modified since header is an HTTP header that is sent to a server as a conditional request. If the content has not changed the server responds by providing only the headers with a 304 status code. If the content has changed the server responds to the request with a 200 status code and the entire requested document / resource. 
IframeTechnical SEOAn iframe (short for inline frame) is an HTML tag that allows an external webpage or widget to be embedded and displayed on a web page. Iframes are commonly used to embed YouTube videos and Google maps but are used in myriad ways.
Image Alt TextTechnical SEOALT text, short for alternative text, is meant to display when a website visitor mouses over an image that did not load for some reason. The ALT text is intended to describe the image is a few words so that the visitor gets an idea of the content of the missing image.
Image OptimizationTechnical SEOImage optimization is about reducing the file size of your images as much as possible without sacrificing quality so that your page load times remain low. It’s also about image SEO. Image optimization helps in improving page load speed, boosts websites’ SEO ranking, and improves user experience.
Image PackSERP FeaturesImages Box is a carousel of images that shows up in response to queries in which the searcher may benefit from a selection of images on the topic. Example queries that trigger the Image Box SERP feature include “Golden Gate Bridge,” “sports cars” and “skyscrapers.”
Image SitemapTechnical SEOA sitemap containing only the image URLs on a website
ImpressionSEO PerformanceAn impression is when a web page appears in the search results for a given search query.
IndexSearch EngineA huge database of all the content search engine crawlers have discovered and deem good enough to serve up to searchers. The search engine database that contains data about all the websites the crawler could find. If a website is not included in the index, it will not be displayed in the SERPs. You can easily check if and to what extent your website is indexed by checking the URL in Google’s Search Console. The results displayed will be all the pages on your website that have been indexed.
Index Coverage ReportTechnical SEOA report in Google Search Console that shows you the indexation status of your site’s pages.
Indexed PagesTechnical SEOIndexed pages are the pages of a website that a search engine has visited, analyzed and added to its database of web pages. Pages are indexed either because the website owner requested the search engine to index web pages or through the discovery of web pages by the search engine bot through links to those pages.
IndexingSearch EngineThe storing and organizing of content found during crawling.
Influencer MarketingOff-Page SEOInfluencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire /hire/pay influencers to get out the word for you
InfographicContenta visual representation of information or data, e.g. as a chart or diagram.
Information ArchitectureOn-Page SEOHow a site is organized and where various content and navigational elements are located on webpages
Informational Search QueriesKeyword ResearchThese are submitted when users are searching for information. They aren’t looking for a particular website, yet for an answer or guidance on how to do something. For example, “How to bake pizza”.
Internal LinksOn-Page SEOLinks on your own site that point to your other pages on the same site. On the World Wide Web, deep linking is making a hyperlink that points to a specific page or image on a website, instead of that website’s main or home page. Such links are called deep links.
International SeoInternational SEOInternational SEO is the process of optimizing your website so that search engines can easily identify which countries you want to target and which languages you use for business.
InterstitialsOn-Page SEOA disruptive, promotional page that is inserted in the normal site content. For example, a pop-up or lightbox that covers the whole web page, that a visitor came to see, and that needs to be manually closed to continue browsing. This makes content hard to access and reduces user experience. Having an interstitial immediately or shortly after a user clicks on your link in SERPs on your mobile site can result in a Google penalty.
Intrusive Interstitial PenaltyGoogle UpdateA Google update released in early 2017 that punished web pages with pop-ups and adverts that are damaging to mobile user experience.
A to Z of SEO Glossary from the SEO Encyclopedia

J – K

JavascriptTechnical SEOA programming language that adds dynamic elements to static web pages.
Json-ldTechnical SEOJavaScript Object Notation for Linked Data (JSON-LD) is a format for structuring your data. For example, schema.org can be implemented in a number of different formats, JSON-LD is just one of them, but it is the format preferred by Google.
KeywordKeyword ResearchSEO keywords are words and phrases in the web content that make it possible for people to find a site via search engines.
Keyword CannibalizationKeyword ResearchA type of self-competition that occurs when multiple pages from one website rank for the same query on a SERP. This can result in a lower CTR, diminished authority, and lower conversion rates than from having one consolidated webpage that ranks well. Keyword cannibalization means you’re eating away your own rankings by creating too many articles for the same or similar keywords
Keyword DensityKeyword ResearchIt is the percentage density of a particular phrase or keyword available on a web page compared to the total number of keywords on a particular page.
Keyword DifficultyKeyword ResearchKeyword difficulty defines how difficult a keyword is to rank due to its popularity i.e. search volume. The higher the score is, the harder it is to rank on the 1st SERP for the keyword. It is an estimate, in the form of a numerical score, of how difficult it is for a site to outrank their competitors.
Keyword FunnelKeyword ResearchBased on customer intent and what stage of the buying process they are currently in, the customer’s search terms change. We can categorize our keywords by these buying stages and optimize the specific landing pages to increase conversion.
Keyword Golden RatioKeyword ResearchThe number of Google results that have the keyword phrase in the title divided by the monthly search volume, where the search volume is less than 250. If the KGR is less than 0.25, then you should rank in the top 50 as soon as your page is indexed
Keyword ModifierKeyword ResearchKeyword modifiers are adjectives, adverbs, shopping terms and any other kind of word that will bring the searcher more specific results. In the structure of a keyword, modifiers usually come at the beginning and the end of the search query.
Keyword ProximityKeyword ResearchThe distance between two keywords on a web page is known as keyword proximity
Keyword RankingsSEO PerformanceThis is your position in the SERP listings for a specific keyword.
Keyword ResearchKeyword ResearchKeyword research is the process SEOs use to find what search queries consumers enter into a search engine for a given topic. Keyword research is the process of discovering words and phrases that people use in search engines with the ultimate goal of optimizing content around those terms. Keyword research involves the discovery and investigation of keywords that have the greatest potential to drive traffic to a website. Keywords must be relevant to the website’s topic and they should have enough search volume to make it worthwhile for the time invested to rank for the keyword.
Keyword StemmingKeyword ResearchIn linguistics, a word stem, base or root is the most basic part of the word that holds meaning. To these root prefixes or suffixes are added creating stemming. By using keyword stemming we can create whole lists of different keyword variations. Example: luck, unlucky, lucky, luckless, luckiest, etc.
Keyword StuffingBlack Hat SEOA spammy tactic involving the overuse of important keywords and their variants in your content and links. Adding irrelevant keywords, or repeating keywords beyond what is natural, to a webpage in the hopes of increasing search rankings. This spam tactic is against Google’s Webmaster Guidelines and can result in a manual action.
Knowledge GraphSERP Featureaka Knowledge Panel, data which appears as panels or boxes (e.g., weather, Celebrity Knowledge Panel) An entity database Google uses to surface facts and information on people, places, and things (a.k.a., entities) – and their connections – in a Knowledge Panel or carousel at the top of search results on relevant queries. Google’s Knowledge Graph is a knowledge base, launched in May 2012, which contains vast stores of structured data about people, places, events, and objects. The Knowledge Graph was described by Google as “an intelligent model—in geek-speak, a ‘graph’ — that understands real-world entities and their relationships to one another: things, not strings.” This knowledge graph possesses pointers between objects so Google knows how the various facts stored in the knowledge base are interconnected. The Knowledge Graph is the source for the information displayed in Google’s Knowledge Panel and in other SERP features.
Knowledge PanelSERP FeaturesKnowledge Cards (part of the Knowledge Graph) cover a lot of ground, from semantic data from human-edited sources (such as WikiData) to semantic data extracted from the Google index to private data partnerships.
A to Z of SEO Dictionary from the SEO Encyclopedia


Landing PageOn-Page SEOA web page that serves as the entry point for a website or a particular section of a website. A landing page is created to help convert visitors into customers or take action that is beneficial to the business.
Latent Semantic Indexing (Lsi)Search EnginesAn information retrieval method designed to help search engines identify the correct context of a word.
Lazy LoadingTechnical SEOA way of deferring the loading of an object until it’s needed. This method is often used to improve page speed.
Lead MagnetOff-Page SEORefers to content that is used to encourage potential customers (leads) to leave their email or other contact information. The most common example of using a lead magnet is offering a free ebook in exchange for the user’s email. The email lists gathered this way are then used in further marketing strategies.
LinkSEOA connection between two websites built using HTML code. A link enables users to navigate to websites, social networks, and apps. Links play a critical role in how search engines evaluate and rank websites. A link (also see backlink) is a hyperlink that when clicked will take a user from one resource or area of a page to another.
Link BaitOff-Page SEOA piece of highly viral content and is most likely to attract a lot of links, hence – linkbait.
Link BuildingOff-Page SEOAn SEO campaign to attract Backlinks.
Link BurstOff-Page SEOA link burst is when you gather a large number of backlinks in a short amount of time. It can be a cause for a red flag for the search engine because it could indicate that you are using a link farm or SEO services that are creating link spam. Alternatively, it is ok to have high link velocity on a web page with content that went viral.
Link Business SchemaLocal SEOStructured data markup placed on a web page that helps search engines understand information about a local business.
Link CondomOff-Page SEOLink Condom is a slang term used by some in the SEO industry for the NoFollow link attribute (rel=”nofollow”) added in the code of a hyperlink to indicate that linking to the target web page should not be considered by the search engines.
Link DiversityOff-Page SEOA link building strategy where you try to collect an array of links from different types of websites (blogs, news, directories, social media) and different domains (.com, .edu) with various anchor text, as well as having both “nofollow” and “dofollow” links.   Not all SEO experts agree that this is important, but it does give a signal of a natural link profile where a certain type of link isn’t being represented more than the other
Link ExchangeBlack Hat SEOAlso known as reciprocal linking, link exchanges involve “you link to me and I’ll link to you” tactics. Excessive link exchanges are a violation of Google’s quality guidelines. Link exchange is when two or more websites agree to host backlinks to each other in order to boost their page rank. According to Google’s Webmaster Guidelines, excessive link exchanges can “negatively impact a site’s ranking in search results.” Google’s guidelines:
Link FarmsBlack Hat SEOWhen sites are created in order to provide a link to a destination website. They usually do not link to each other in any way but are built only to link to a specific website. Link farming is against Google’s Webmaster guidelines.
Link HoardingOff-Page SEOLink hoarding is the practice of building as many inbound links to one’s own website and at the same time refraining from giving outbound links. People mistakenly think that link hoarding will maximize their website’s rank because they believe that outbound links “drain” their own page rank. John Mueller, of Google, rebutted this approach when he said “links from your site to other people’s sites isn’t [sic] specifically a ranking factor. But it can bring value to your content.”
Link JuiceOff-Page SEOLink Equity, Link Love, The value or authority a link can pass to its destination. Also, see the definition for ‘Page Rank’. Link juice is the perceived value that is passed from a website to another when it links to said website. Think of it as the SEO power that links have. In basic terms it is the page rank that is passed to a website by a link, the higher the page rank of the link giving site the more link juice is passed. Link juice was traditionally thought of as flowing one way (to the destination site of the link) but the theory of co-citation argues otherwise. Also known as link authority & link equity. The effectiveness or power of a certain link. Based on factors such as the sites domain authority, page authority, and also the number of links pointing to that certain page in which link juice is passed from.
Link ManipulationBlack Hat SEOLink manipulation is the technique in which the phisher sends a link to a malicious website.
Link PlacementOff-Page SEOWhere links are placed in the body of the text. The best link placement comes from the upper body of the content – with a good anchor text and a good, relevant body of text surrounding it. The body of the content is almost always crawled by the search engines. Being in the upper part of that body of content makes sure that your link is prioritized.
Link PopularityOff-Page SEOLink popularity refers to the combined quantity and quality of the links pointing to a website. Link quality is determined by the authority level of the website giving the link and its relevance to the site it’s pointing to. The link popularity is a significant factor influencing page rank.
Link ReclamationOff-Page SEOThe process of getting lost links back. Link reclamation is the process of locating and fixing broken links on your company website and contacting other websites that link to yours.   Carrying out a link reclamation project is necessary any time: Content is removed, web address URLs are changed and a website is redesigned.
Link RotOff-Page SEOEventually, your web pages become old. Also, the web pages you are linking to get old and very often they get moved or deleted. The effect this process has on your web page is then called link rot. It refers to having many broken links (external or internal) and it happens when you do not do regular site audits and check your link profile.
Link SchemesBlack Hat SEOThis includes any behavior that manipulates links to your site or outgoing links from your site.Any links intended to manipulate PageRank or a site’s ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.
Link SculptingOn-Page SEOBy using the “nofollow” attribute of a link you can make some of the links on your site unimportant from an SEO point of view. Therefore, by using this attribute skillfully you can “sculpt” the PageRanks of certain pages within your website. You can increase the visibility of some pages by granting them with follow links and decrease the visibility of others by using nofollow links.
Link VelocitySEO PerformanceHow quickly (or slowly) a site accumulates backlinks from other sites.
List BuildingOff-Page SEOThe act of actively pursuing the capture of emails or leads (typically in exchange for a lead magnet) to grow an email list.
Local FinderLocal SEOThe Local Finder is an extended listing of local businesses that appears when clicking on the ‘More Places’ link at the bottom of Google’s Local Pack. Inside the Local Finder, there is a paginated list of local businesses relevant to the search query as well as a map of the area with a selection of businesses appearing on the map.
Local PackSERP FeatureA pack of typically three local business listings that appear for local-intent searches such as “seo agency near me.” Google Local Pack is a group of three local business listings that appear in response to search queries for products or services provided by local businesses. Unlike organic search results which are taken from Google’s index of websites, the listings in Local Packs originate from the Google My Business directory. The Local Pack also includes a map of the relevant area and a link to “More Places” which opens up the Google Local Finder (the complete list of local businesses). Some of the known ranking factors for the Local Pack include the relevance of the business to the query (determined by its Google My Business listing and website), the distance to the business from the person searching and the prominence of the business (based on mentions on third-party review sites, links to the business’ website, listings in local directories and Google reviews).
Local QuerySERPA query in which the searcher is looking for something in a specific location, such as “coffee shops near me” or “gyms in Brooklyn.”
Local SeoLocal SEOLocal SEO focuses on boosting the rank of local businesses in Google Local Packs and websites in local organic search (from a specific region) and ensuring that a business has accurate and up-to-date listings on all the major local business directories like Google My Business, Yelp, Facebook, LinkedIn, and YellowPages. Local SEO also works to get business local citations and reviews which are important for brand reputation and rank.
Local Teaser PackSERP FeatureSimilar to a Local Pack, this is a three-pack of local business results (mainly hotels and restaurants) shown on a map, with additional information like hours of operation, reviews, and images. Options to sort (e.g., by price or rating) are also available.
Login FormsTechnical SEORefers to pages that require login authentication before a visitor can access the content.
Long-tail KeywordsKeyword ResearchLong-tail keywords are phrases containing over 4+ words that make search results highly specific.
LSI (Latent Semantic Index)Keyword ResearchLatent Semantic Indexing, is the method that Google and other search engines use to study and compare relationships between different search terms and concepts. They are  keywords that are semantically related to the main seed keyword. They are a great add-on to keyword research.
A to Z of SEO Dictionary from the SEO Encyclopedia


Maccabees UpdateGoogle UpdateReleased in December 2017, the unofficially titled Maccabees update is designed to tackle the issues of over-optimization, particularly focusing on sites that use excessive landing pages – a way of targeting multiple keyword permutations.
Manual PenaltyGoogle PenaltyRefers to a Google “Manual Action” where a human reviewer has determined certain pages on your site violate Google’s quality guidelines.
Medic UpdateGoogle UpdateReleased on 1st August 2018, this broad core algorithm update targeted “YMYL” or Your Money or Your Life sites. The update primarily affected organic rankings for health, fitness, and medical websites.
Meta DescriptionOn-Page SEOThe meta description is an HTML attribute that provides a brief summary of a web page. The meta description is the short snippet that search engines sometimes use in the search results to let users know what your page is about before they click it. A page’s description meta tag gives Google and other search engines a summary of what the page is about. A page’s title may be a few words or a phrase, whereas a page’s description meta tag might be a sentence or two or even a short paragraph.
Meta KeywordsOn-Page SEOIt’s a list of keywords and key phrases for each blog/page/post used mostly by search engines. Meta Keywords are a list of terms that appear in the meta keyword element in the HTML header of a web page. Originally, meta keywords were used by search engines as a signal to determine which keywords were relevant for a particular web page. Since search engines found that website owners were stuffing keywords that did not accurately reflect the content on the page, they dropped meta keywords as a ranking signal. In September 2009 Google’s Matt Cutt announced that meta keywords do not affect rank in Google’s algorithm.
Meta Referrer TagTechnical SEOThe tag allows you to control how your referrer information is passed.   The meta referrer tag works with most browsers to pass referrer information in a manner defined by the user. Traffic remains encrypted and all the benefits of using HTTPS remain in place, but now you can pass referrer data to all websites, even those that use HTTP.
Meta RefreshTechnical SEOMeta refreshes are a type of redirect executed on the page level rather than the server level. They are usually slower, and not a recommended SEO technique. They are most commonly associated with a five-second countdown with the text “If you are not redirected in five seconds, click here.” Meta refreshes do pass some link equity but are not recommended as an SEO tactic due to poor usability and the loss of link equity passed.
Meta Robot TagsTechnical SEOPieces of code that provide crawlers instructions for how to crawl or index web page content. Meta Robot tags are used to force search engine crawlers not to index and display hidden pages.
MinificationTechnical SEOMinification (also minimization or minimization), is the process of removing all unnecessary characters from the source codes of interpreted programming languages or markup languages without changing their functionality.
Mirror SiteTechnical SEOA mirror site is a copy of a website hosted on another server. It may use the same URL as the primary site, a subdomain or a completely different domain. Mirror sites are normally used to distribute the traffic load across different web servers and to locate servers in close proximity to users, thus reducing latency. If a subdomain or different domain is used for the same content, canonical tags should be used so that the duplicate content should not be a negative ranking factor for the primary domain.
Mixed ContentTechnical SEOMixed content is when a web page that is served over https also contains scripts, images, served via unsecured links. Mixed content is a security risk for both website and visitor. Soon Google will penalize sites with Mixed Content.
Mobile SeoMobile SEOMobile optimization is more than a responsive site design, it’s about ensuring that visitors to your site from mobile devices have a high-quality experience. Mobile SEO involves ensuring that website content displays properly on the various screen sizes of mobile devices and that the overall user experience including page speed, usability, etc is optimized.
Mobile-first IndexingMobile SEOMobile-first indexing means that Google will be using the mobile instead of the desktop version of web pages to index and rank URLs. Google’s Mobile-first Index ranks the search results based only on the mobile version of the page. This occurs even if you’re searching from a desktop. The purpose, in Google’s own words, is “to better help our – primarily mobile – users find what they’re looking for.” Sites that are not responsive and that have different content on the mobile and desktop versions will be more likely to see their ranking affected by the switch over to the mobile-first index.
Mobile-friendlyTechnical SEOA mobile-friendly website is one that is designed to work the exact same way across devices. This means that nothing changes or is unusable on a computer or mobile device
Mobile-friendly UpdateGoogle Updateaka “Mobilegeddon”. The main effect of this update was to give priority to websites that display well on smartphones and other mobile devices.
Money PageSEOA piece of content that is monetized in some fashion, such as promoting products as an affiliate, capturing leads to sell them to a 3rd party or heavy advertisement.
Money SiteSEOA site dedicated to generating revenue, be it via advertisement, sponsored posts, or affiliate commissions.
Multi-location SeoInternational SEOMulti-location SEO involves managing mentions of your business around the web as well as on-page optimization. Google looks at how your name, address, and phone number (NAP) appear across the web, with or without links, to determine how to rank your business in local search.
A to Z of SEO Dictionary from the SEO Encyclopedia


Nap (Name, Address And Phone Number)Local SEOStands for Name, Address, and Phone. Commonly used in reference to how a website or business’ contact information is found on the web.
Natural LinksLinksA.k.a Editorial Links. All links your page has acquired naturally without you actively building them. Earned Links.
Navigational Search QueriesKeyword ResearchThey represent an intent to search for a particular brand or website. People tend to type “youtube” or “facebook” into search engines rather than using the browser’s history or bookmarks.
NavigationOn-Page SEOA list of links that help visitors navigate to other pages on your site. Often, these appear in a list at the top of your website (“top navigation”), on the side column of your website (“side navigation”), or at the bottom of your website (“footer navigation”).
Needs Met RatingSearch EngineThe Needs Met Rating is a metric developed by Google to determine the helpfulness of a search result. It rates the relevance of a particular result, focusing on how satisfying it is for the search user. It is specified in the Google Search Rater’s Guidelines and ranges from “Fully Meets” to “Fails to Meet.”
Negative SeoBlack Hat SEOThe practice maliciously trying to alter the search engine results of a website or competitor.
News BoxSERP Featureaka. top stories Time-sensitive and newsworthy topics may generate a block of results from Google News. Since the “In the news” update in late 2014, a wider variety of sites are eligible to rank in the news block.
NicheKeyword ResearchNi-ch or ni-sh A specific market or area of interest consisting of a small group of highly passionate people. A vertical or niche is a specific target market or area of operation in internet marketing
Noarchive TagTechnical SEOA meta tag that tells search engines not to store a cached copy of your page.
NofollowOff-Page SEOBacklinks that do not score any points to the linked website. They don’t pass the authority because of the rel=”nofollow” HTML tag that tells crawlers not to count it. Links marked up with rel=”nofollow” do not pass PageRank. Google encourages the use of these in some situations, like when a link has been paid for.
Noindex TagTechnical SEOA meta tag that instructions a search engine not to index the page it’s on.
NoopenerTechnical SEONoopener is a value that can be assigned to the rel attribute in a link to protect against reverse tabnabbing. It does not have an impact on SEO in a link that it is added to
Noydir=No Yahoo Directory These are used if your website is listed in one of these directories with information you do not want to be used in the results pages. This might be the case if you have old, outdated listings that no longer apply. They tell robots not to use information from these sources, and they are optional.
A to Z of SEO Dictionary from the SEO Encyclopedia


Off-page SeoOff-Page SEO“Off-Page SEO” refers to all of the activities that you and others do away from your website to raise the ranking of a page with search engines.
On-page SeoOn-Page SEOIt’s everything you can do on the website – from keyword research, content optimization through technical SEO Doing On-page (on-site) SEO means optimizing your website to affect the organic search results.  As a webmaster, you have complete control over your on-page elements so putting the time into getting them right is important.
Open GraphOff-Page SEOAn API developed by Facebook to allow developers to connect their website with Facebook. It allows activity on 3rd party websites to be connected with Facebook. For example, the Facebook comments plug-in is part of Facebook’s open graph. Using Open Graph Meta tags such as og:title and og:image it is possible to provide information about a resource to Facebook and other platforms.
Organic TrafficSEOOrganic traffic is genuine web traffic (users/visitors to a web resource) that originates from non-paid search engine queries. Ie. visits from search engines that did NOT come from AdWords or other paid search engine distribution channels.
Orphan PageOff-Page SEOA page on a website that has no links pointing to it. They cannot be found by a search bot, so they are useless for SEO.
Over OptimizationBlack Hat SEOThe practice of optimizing to please (or even trick) the search engine instead of delivering user-friendly and relevant content to the visitor. Examples of these practices include writing content to the keyword, where the keyword is unnaturally repeated in the content or gathering backlinks at a suspiciously fast rate.   Doing this might get your website penalized or downgraded in terms of SERP rankings.
A to Z of SEO Dictionary from the SEO Encyclopedia


Page Authority (Pa)SEO PerformanceSimilar to Domain Authority, Page Authority (PA) predicts an individual page’s ranking ability.
Page Layout UpdateGoogle UpdateA.k.athe ‘Top Heavy Update’. An update that penalized sites with excessive advertising above the fold. It also looks at how content is displayed to the user.
Page RankSEO PerformanceFor every web page, Google gives a rank according to its algorithm. This is known as Page Rank. A component of Google’s core algorithm. It is a link analysis program that estimates the importance of a web page by measuring the quality and quantity of links pointing to it.
Page SpeedTechnical SEOPage speed is a measurement of how fast the content on your page loads.
Page ViewsAnalyticsPageviews is one of the metrics used to measure the amount of traffic to a website. The number of pageviews represents the total number of times web pages were viewed by the site’s visitors over a period of time. The pageviews metric does not provide an indication of the number of people who visited a site because each user can view multiple pages.
PaginationOn-Page SEOA site owner can opt to split a page into multiple parts in a sequence, similar to pages in the book. This can be especially helpful on very large pages. The hallmarks of a paginated page are the rel=”next” and rel=”prev” tags, indicating where each page falls in the greater sequence. These tags help Google understand that the pages should have consolidated link properties and that searchers should be sent to the first page in the sequence.
Paid ResultsSERP FeatureSearch results that are bought by bidding on keywords (e.g. Google Ads or Google Shopping)
Payday Loan UpdateGoogle UpdateGoogle Payday Loan is a set of algorithm updates and data refreshes for the Google search engine initiated to help identify and penalize sites that utilize search engine spam techniques (also known as spamdexing or Black Hat SEO) to improve their rankings for specific search queries that are considered “spammy” in nature.   Google launched the Google Payday Loan algorithm to filter out lower quality websites that were using a variety of spam techniques to boost their rankings for heavily trafficked search keyword queries like “payday loans,” “Viagra,” “casinos” and various pornographic terms.
PBNBlack Hat SEOA.k.a Personal Blog Network. A Private Blog Network (PBN) is a network of authoritative websites used to build links to your money website(s) for the purpose of ranking higher in the Google search engine.
People Also AskSERP FeatureA box in some SERPs featuring a list of questions related to the query and their answers. People Also Ask is a SERP feature that consists of a group of four search queries or questions which are similar or directly related to the original search query. The questions appear in a table and upon clicking on one of the questions, that row expands displaying a snippet of text similar to a Featured Snippet and at the same time, another suggested question is added to the table.
PersonalizationSearch EnginesThis refers to the way a search engine will modify a person’s results on factors unique to them, such as their location and search history.
Phone FeatureSERP FeatureThe Phone feature is a Google mobile SERP feature that appears as a telephone icon together with the relevant business’ telephone number in certain search results. Tapping on the phone number opens the user’s default phone app with the telephone number already entered and ready to dial.
Pirate UpdateGoogle UpdateA Google update released in August 2012 that penalized sites with numerous copyright infringement notices.
PrerenderingTechnical SEOPrerendering is a process to preload all elements on the page in preparation for a web crawler to see it. A prerender service will intercept a page request to see if the user-agent viewing your site is a bot and if the user-agent is a bot, the prerender middleware will send a cached version of you site to show with all JavaScript, Images, etc are rendered statically. If the user-agent is anything but a bot, then everything is loaded as normal, prerendering is only used to optimize the experience for bots only.
Progressive Web Apps (Pwa)Technical SEOProgressive web apps are websites that look and feel like an app. This means users can access all information and capabilities without downloading a mobile app. Instead, progressive web apps use modern web technology to deliver app-like experiences to users, right in their browsers.
PruningLink BuildingIn an SEO context, pruning typically refers to removing low-quality pages in order to increase the quality of the site overall.
A to Z of SEO Dictionary from the SEO Encyclopedia


Qualified TrafficSEOWhen traffic is “qualified,” it usually means that the visit is relevant to the intended topic of the page, and therefore the visitor is more likely to find the content useful and convert
Query Deserves Diversity (Qdd)Search EngineOne of Google’s ranking algorithms. It tries to match user intent by displaying broader match results. Google monitors user behavior and identifies search patterns where the user did not find the results relevant (the user either gives up the search, tries a different query without clicking on the result or bounces from site to site).
Query Deserves Freshness (Qdf)SERP FeatureIs when a search engine might decide to show newer web pages in search results (rather than older pages) if a particular search term is trending, perhaps because a news event has resulted in a surge in searches on that topic.
A to Z of SEO Dictionary from the SEO Encyclopedia


RankingSEORanking refers to the process search engines use to determine where a particular piece of content should appear on a SERP. Ordering search results by relevance to the query.
Ranking FactorsSEOAn individual component that contributes to a complex series of algorithms that determine where web pages should appear with the organic search results for a specific query.
Reciprocal LinkingGrey Hat SEOAn agreement between two websites to provide backlinks to each other. It should be done with caution, as exchanging backlinks with a company that doesn’t share a topic with you might hurt your site’s backlink profile and make it harder for the search engine spiders to classify your site’s topic.
RedirectTechnical SEORedirection is the process of forwarding one URL to a different URL. A redirect is a way to send both users and search engines to a different URL from the one they originally requested. The three most commonly used redirects are 301, 302, and Meta Refresh.
Redirect ChainTechnical SEORedirect chains are when there are a string of redirects connected together. A redirect loop.
Referral TrafficTrafficTraffic sent to a website from another website. For example, if your website is receiving visits from people clicking on your site from a link on Facebook, Google Analytics will attribute that traffic as “facebook.com / referral” in the Source/Medium report.
Rel=CanonicalTechnical SEOA link attribute that allows site owners to tell Google which version of a web page is the original and which are the duplicates.
Rel=FollowTechnical SEOUse of rel=nofollow indicates that a link should not be followed by a search engine crawler because the author either does not endorse that link or to indicate it is a paid link.
Rel=SponsoredTechnical SEOA link attribute that allows site owners to tell Google that the link is sponsored or an advertisement.
Rel=UgcTechnical SEOA link attribute that allows site owners to tell Google that the link was generated from user generated content.
Related QuestionsSERP FeatureThe Related Questions card shows algorithmically-generated questions that Google believes might relate to your search. Each question expands to something that looks like a Featured Snippet. Related Questions are mixed into organic results and their location in the SERP may vary.
Render-blocking ScriptsTechnical SEORender means loading, so if something is render-blocking, it means that it is keeping the page from loading as quickly as it could. A script that forces your browser to wait to be fetched before the page can be rendered. Render-blocking scripts can add extra round trips before your browser can fully render a page.
RenderingTechnical SEOThe process of a browser turning a website’s code into a viewable page.
Reputation ManagementOff-Page SEOAlso known rep management, online reputation management or ORM. It is the monitoring of an online presence through either manipulating websites, utilizing SEO techniques to push more positive material higher up in the results or in rare cases using Black Hat techniques such as Google Bowling.
Responsive DesignTechnical SEOGoogle’s preferred design pattern for mobile-friendly sites. Responsive design allows the website to adapt to fit whatever device it’s being viewed on. Responsive websites are designed to fit the screen of whatever type of device your visitors are using. You can use CSS to make the web page “respond” to the device size. This is ideal because it prevents visitors from having to double-tap or pinch-and-zoom in order to view the content on your pages.
ReviewsSERP FeatureThe Reviews SERP feature displays the total number of reviews and average rating in the search results for pages which allow visitors to rate products and services. The reviews feature appears below the page’s URL and in addition to the numerical data also shows a graphic representation of the average rating using five stars.   Review stars and rating data are sometimes displayed for products, recipes, and other relevant items. Review/rating data is shown between the destination URL and snippet. Results with review stars get higher click-through rate (CTR).
Rich SnippetsSERP FeatureA SERP Feature, that adds a visual layer to an existing result (e.g., review stars for product ratings)
Robots Meta DirectivesTechnical SEORobots meta directives (sometimes called “meta tags”) are pieces of code that provide crawlers instructions for how to crawl or index web page content. The robots meta tag lets you utilize a granular, page-specific approach to controlling how an individual page should be indexed and served to users in search results.
Robots.TxtTechnical SEORobots.txt is a text file webmasters create to instruct web robots (typically search engine robots) how to crawl pages on their website. The robots.txt file is part of the robots exclusion protocol (REP), a group of web standards that regulate how robots crawl the web, access and index content, and serve that content up to users. The REP also includes directives like meta robots, as well as page-, subdirectory-, or site-wide instructions for how search engines should treat links (such as “follow” or “nofollow”). In practice, robots.txt files indicate whether certain user agents (web-crawling software) can or cannot crawl parts of a website. These crawl instructions are specified by “disallowing” or “allowing” the behavior of certain (or all) user agents. robots.txt is a standard used by websites to communicate with web crawlers and other web robots.
Rss (Really Simple Syndication) FeedOff-Page SEORSS (Rich Site Summary or Really Simple Syndication) is an XML file that details a website’s content (usually blogs or news stories). A feed that allows you to collate information from other sources in one place. Think of an RSS feed as a constant news feed taken from your favorite sites. Users can monitor the updates of multiple websites by using a news aggregator program to pull RSS feeds from various websites.
A to Z of SEO Dictionary from the SEO Encyclopedia


Sales FunnelKeyword ResearchIs a marketing term for the journey potential customers go through on the way to purchase.
Sandbox EffectSearch EngineThe Sandbox Effect is a theory that sites with newly-registered domains or domains with frequent ownership or nameserver changes are placed in a sandbox (or holding area) in the indexes of Google until such time is deemed appropriate before a ranking can commence.
Schema MarkupTechnical SEOA.k.a. Structured data. Code that “wraps around” elements of your web page to provide additional information about it to the search engine. Data using schema.org is referred to as “structured” as opposed to “unstructured” — in other words, organized rather than unorganized.
Scraped ContentBlack Hat SEOTaking content from websites that you do not own and republishing it without permission on your own site.
Search BoxSERP FeatureSearch Box is a Google SERP feature allowing users to initiate a search on a target website directly from a search result on the SERP by using a search box that appears below the result’s description. For certain websites, performing a search will show the search results on Google, whereas for others the user is taken to search results on the target website.
Search EngineSearch EngineSearch engines are answer machines. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query. An information retrieval program that searches for items in a database that match the request input by the user. Examples: Google, Bing, and Yahoo. Search Engine is the vehicle people use to find things on the Internet. Search engines do all of this by discovering and cataloging all available content on the Internet (web pages, PDFs, images, videos, etc.) via a process known as “crawling and indexing,” and then ordering it by how well it matches the query in a process we refer to as “ranking.
Search Engine SpamSearch EngineSearch engine spam refers to illegal measures that try to influence the position of a website in search engines.
Search Engine SpiderSearch EngineA.k.a crawler, bot. A search engine spider is a special piece of software that browses the web, looks for new sites, checks what’s going on on them and sends the data back to Google (or other search engines) so they can index and rank these sites.
Search FormUser ExperienceRefers to search functions or search bars on a website that helps users find pages on that website.
Search Quality Rater GuidelinesSearch EngineGuidelines for human raters that work for Google to determine the quality of real web pages and their content.
Search QuerySearch EngineWords typed into the search bar.
Search TrafficSearch EngineVisits sent to your sites from search engines like Google or Bing.
Search VisibilitySEO PerformanceSearch visibility refers to how prominently a piece of content is displayed in search engine results. Highly visible content (usually the content that ranks highest) may appear right at the top of organic search results or even in a featured snippet, while less-visible content may not appear until searchers click to page two and beyond. Search visibility is an estimated percentage of clicks you receive based on the organic ranking of your keywords.
Search VolumeKeyword ResearchThe number of times a keyword was searched. Many keyword research tools show an estimated monthly search volume for a given period.
Secondary KeywordKeyword ResearchSecondary keywords are keywords that play a supporting role to your Primary keyword. Since over-optimizing your content with just one (primary) keyword could easily get interpreted as keyword stuffing and get you penalized, it is a good idea to supplement with other keywords. These are usually long-tail and LSI keywords that have a very specific niche and a lower search volume.
Seed KeywordsKeyword ResearchSeed keywords are words/phrases you will use as a stepping stone to finding more keyword ideas. Seed keywords are the foundation of your keyword research. They define your niche and help you identify your competitors.
Sem (Search Engine Marketing)MarketingSEM stands for Search Engine Marketing. In other words, it means “marketing via search engines”. Marketing or promoting your products or services via search engines can be done in two main ways. You either optimize your site so it appears at a high spot in organic search results or pays for the clicks directly, in which case your site is listed under the “sponsored listings” section.
Semantic KeywordKeyword ResearchSemantics is a branch of linguistics concerned with deriving meaning from words. Semantically related keywords are simply words or phrases that are related to each other conceptually. For example, for a keyword like “search volume,” some semantically related keywords could be keyword research.
SeoSEOSearch Engine Optimization. It is the practice of increasing the quantity and quality of organic traffic to your site through organic search engine results.
Seo AgencySEOA marketing agency that provides SEO services. An SEO agency utilizes the practice of search engine optimization to increase the number of visitors to a Web site by obtaining high-ranking placements in the search results page of search engines (SERP). These SEO professionals provide a range of services, including auditing your site, developing a tailored SEO strategy, and implementing the tactics that will help your business reach its goals.
Seo AuditSEOAn SEO audit is the process of analyzing how well your web presence relates to best practices. The purpose of the audit is to identify as many foundational issues affecting organic search performance as possible.
Seo ExpertSEOAn SEO (“search engine optimization”) expert is someone trained to improve your visibility and organic traffic from search engines.
Seo VisibilitySEOIt is a metric compiled from several relevant search factors that are used to calculate how visible a website is in a search engine’s organic results.
SerpSERP FeatureSearch engine results page. Stands for “search engine results page” — the page you see after conducting a search.
Serp AnalysisKeyword ResearchSERP analysis is a process of looking at the top ranking websites in the SERP (Search Engine Results Page) in order to evaluate whether the keyword you want to rank for is relevant and the possibility to outrank your competitors. It is an important part of keyword research.
Serp ShakerBlack Hat SEOA black hat technique using software that creates content and websites with the sole purpose of ranking for low competition long-tail keywords. These sites are then used for ads, creating backlinks, collecting emails and gathering revenue in other ways.
Serp VolatilitySEO PerformanceFluctuations of domains and keywords in the search engine results pages (SERPs).
Share Of VoiceSEO PerformanceHow many impressions a brand receives in the SERPs for search terms when compared to the total impressions that the brand’s competitors receive for those same search terms.
Shopping ResultsSERP FeaturePaid Shopping results or Product Listing Ads (PLAs) sell products directly with rich information, such as images and pricing.
Short Tail KeywordsKeyword ResearchShort tail keywords are search phrases with only one or two words. Their length makes them less specific than searches with more words i.e. Long Tail Keywords.
SiloOn-Page SEOA method of grouping related content into distinct categories and subcategories within a website in order to help both humans and search engines understand its relevance. Sort the pages into categories and have a clear strategy when linking internally.
Site LinksSERP FeatureWhen someone searches for an exact domain (suggesting clear brand intent), Google may display an expanded pack of up to 10 site links. The full pack of site links occupies five organic positions, dominating the SERP. Site Links can benefit your site by generating higher CTR from the SERP getting users to the page they are looking for faster
Site SpeedTechnical SEO a measurement of how fast the content on your page loads
SitemapTechnical SEOA sitemap helps search engines crawl your site pages. It’s a file where all website sections are listed. It’s good to have one when you run a large website with a complicated structure or when you use rich media content. XML Sitemap XML (Extensible Markup Language) is a type of markup language where tags are created to share information. An XML Sitemap tells the search engines what content you want to be indexed. The first step to getting your site on Google is to be sure that Google can find it. The best way to do that is to submit a sitemap. A sitemap is a file on your site that tells search engines about new or changed pages on your site.
Skyscraping TechniqueContentSkyscraping is a method where you find popular web pages with many backlinks, write content that improves on them and then reach out to websites that are linking to them offering your link with the improved content instead.
Sneaky RedirectBlack Hat SEORedirecting is the act of sending a visitor to a different web address URL than the one they initially requested. It’s a violation of Google Webmaster Guidelines to redirect a user to a different page with the intent to display content other than what was made available to the search engine crawler.
Social MetadataOn Page SEOSee metadata
Social SignalsOff-Page SEOAn SEO term that describes the engagement activities on social media like shares, votes, pins, views, etc. It is not quite clear if they influence ranking, but they for sure increase the likelihood that a website will be cited increasing the number of backlinks and improving brand authority.
Spider TrapBlack Hat SEOA spider trap is a set of web pages that intentionally or unintentionally trap a web crawler (aka spider) in an infinite loop of web pages thus tying up the spider’s resources or causing it to crash.
Sponsored LinkSearch EngineA paid advertisement in the form of a hypertext link that shows up on search results pages.
SrcsetTechnical SEOIt is like responsive design for images. SRCSET indicates which version of the image to show for different situations and devices.
Ssl (Secure Sockets Layer)Technical SEOA “Secure Sockets Layer” is used to encrypt data passed between the web server and the searcher’s browser.
Structured DataUser ExperienceAnother way to say “organized” data (as opposed to unorganized). Structured data is code that you can add to your sites’ pages to describe your content to search engines, so they can better understand what’s on your pages. Search engines can use this understanding to display your content in useful (and eye-catching!) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.
SubmissionTechnical SEOThe action of making search engines aware of your new web page by manually submitting a URL in order to have it indexed faster.   It is a common belief that this is not necessary, as the crawlers are pretty good at discovering new content and will eventually index your website or web page if they have links pointing to it. However, sometimes it takes a while before your brand-new website/web page pops up in the SERPs. A few days is normal, but if it takes a few weeks you might want to consider submitting it manually to the search engine.   You can manually submit your website to Google by adding your XML sitemap in the Google’s Search console
A to Z of SEO Dictionary from the SEO Encyclopedia


TaxonomyTechnical SEOWhen you organize and categorize a site to maximize content findability and help users complete the desired on-site tasks.
Technical SeoTechnical SEOThis is the part of SEO that deals with making it as easy as possible for the search engine bots to crawl and index your website and focuses on improving its rendering phase. Technical SEO refers to the technical aspects of SEO like site speed, indexability, crawlability, security, and mobile responsiveness etc. Technical SEO is the foundation of all your other SEO activities.
Tf*Idf (Term Frequency-inverse Document Frequency)Technical SEOTF*IDF (term frequency-inverse document frequency) is a measure of the relative centrality of a certain keyword to a particular web page based on its frequency in comparison to a collection of similar pages. A numerical statistic that is used by the search engine to determine the topical relevance of the web page. It checks the number of times a keyword (and any LSI keyword) has been used in the content of one document and cross-references it with all the other documents in the group.
Things To Do / Top SightsSERP FeatureThings to Do (aka Top Sights) is a Google SERP feature that displays a rectangular box with 3-4 attractions or places to see in the vicinity of the location mentioned in the search. The Things to Do feature is frequently triggered for queries that mention a certain city or location. On mobile search, clicking on an attraction opens up the organization’s Knowledge Panel whereas on the desktop it opens up a Local Finder displaying the area map and the business’ knowledge panel. Clicking on the “More Sights” link opens the Top Sights page (tab) for that location in Google’s Travel Guide.
Time On PageAnalyticsThe amount of time a user spends on your web page before clicking to the next page.
Time To Interactive (Tti)Technical SEOTTI measures how long it takes a page to become fully interactive. A page is considered fully interactive when: The page displays useful content, which is measured by the First Contentful Paint,Event handlers are registered for most visible page elements, andThe page responds to user interactions within 5 seconds.Measuring TTI is important because some sites optimize content visibility at the expense of interactivity. This can create a frustrating user experience: the site appears to be ready, but when the user tries to interact with it, nothing happens.
Title TagOn-Page SEOaka meta title tag. A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result and are important for usability, SEO, and social sharing. The title tag of a web page is meant to be an accurate and concise description of a page’s content A <title> tag tells both users and search engines what the topic of a particular page is. The <title> tag should be placed within the <head> element of the HTML document. You should create a unique title for each page on your site.
Topic Cluster ModelContentA new SEO content approach that shifts your focus to creating content that covers broader topics instead of targeted long-tail keywords. By doing this, you organize your content so that your target audience gets the answers they’re looking for quickly.
TrafficSEOThe people (and sometimes bots) who visit your website.
Transactional Search QueriesKeyword ResearchThis is a search query that shows that a search engine user has an intention to make a transaction or take action of some sort.
Trust Flow (Tf)BacklinksA metric created by Majestic (an SEO tool) that was designed to reflect on a 100 point scale the quantity and trustworthiness of links that are pointing to a site web address  URL. A higher score represents a site that appears to have more trustworthy and less questionable links. To calculate the ranking Majestic looks at a range of seed sites and work on a process they call Majestic Trust Flow.
TweetSERP FeatureIn 2015, Google began displaying tweets directly in SERPs, mixed in with organic results. Unlike Google+ results, Twitter results do not seem to require, or be affected by, personalization
A to Z of SEO Dictionary from the SEO Encyclopedia


Ugc (User Generated Content)On-Page SEOAny form of content – videos, blog posts, comments, reviews, etc. – that are created by users or customers.
Unique ContentOn-Page SEOUnique content is a term used in SEO to mean text-based content that is original and has not been used before. If a webpage is said to be lacking in unique content, it means that it has little content that is unique to that particular page.
Universal ResultsSERP Featurethat appear in addition to organic results (e.g., image results, new results, featured snippets) When generating search results, search engines make use of many sources of information which include, but are not limited to, web pages, images, and videos.
Unnatural LinksBlack Hat SEOGoogle describes unnatural links as “creating links that weren’t editorially placed or vouched for by the site’s owner on a page.” This is a violation of their Webmaster Guidelines and could result in a penalty against the offending site.
UrlOn-Page SEOA URL (Uniform Resource Locator), more commonly known as a “web address”, specifies the location of a resource (such as a web page) on the internet. The URL also specifies how to retrieve that resource, also known as the “protocol”, such as HTTP, HTTPS, FTP, etc. A URL is a human-readable text that was designed to replace the numbers (IP addresses) that computers use to communicate with servers. Uniform Resource Locators are the locations or addresses for individual pieces of content on the web. Uniform Resource Locators are the locations or addresses for individual pieces of content on the web.
Uri FolderTechnical SEOA Uniform Resource Identifier (URI) is a string of characters that unambiguously identifies a particular resource. URI folder is the part of a site occurring after the TLD (“.com”), separated by slashes (“/”). For example, in “seoforeveryone.com/blog” “/blog” is a URI  folder.
Url ParametersOn-Page SEOInformation following a question mark that is appended to a URL to change the page’s content (active parameter) or track information (passive parameter).
Url RatingBacklinksAhrefs URL Rating (UR) is a metric that shows how strong a backlink profile of a target URL is on a scale from 1 to 100. This scale is not linear — meaning it’s easier to grow your page score from UR 20 to UR 30 than from UR 70 to UR 80.
Url StructureTechnical SEOSEO-friendly URLs are those having the proper length and file structure.
User BehaviourAnalyticsuser-behavior refers to how people use a website. Behaviors include everything from the journey they take through the site to interactions such as clicks
User ExperienceOn-Page SEOUser experience is every user’s interaction with the company, its website or products. It’s the overall experience influencing product development, design, marketing, and customer support.
User IntentKeyword Researchaka Searchers Intent, In the context of SEO, intent refers to what users really want from the words they typed into the search bar “User intent” refers to the driving reason behind a searcher’s query. Searcher intent refers to the “why” behind a given search query — what is the searcher hoping to achieve? Searcher intent can be categorized in four ways: Informational, Navigational, Commercial and Transactional.
User Interface (Ui)User ExperienceEverything displayed on your site that the user can interact with.
Utm (Urchin Tracking Module)SEO PerformanceAn urchin tracking module (UTM) is a code that you  append to the end of a web address URL. It is used by marketers to track the effectiveness of online marketing campaigns as it gives extra details about traffic.
A to Z of SEO Dictionary from the SEO Encyclopedia


Video ThumbnailSERP FeatureA video thumbnail is the first thing that most people see when they interact with a video. A thumbnail is also what is shown in search results. Thumbnails are especially helpful in a library with many media files, because they give viewers a preview of the video content.
Viral ContentLink BuildingA piece of media (article, image, video, tweet) that gets very popular in a short time. This content spreads fast through the internet getting backlinks and social media likes and shares.
Voice SearchVoice SearchA type of voice-activated technology that allows users to speak into a device (usually a smartphone) to ask questions or conduct an online search.
A to Z of SEO Dictionary from the SEO Encyclopedia


Wdf*IdfOn-Page SEOA formula that uses two factors to analyze articles, the IDF and WDF. WDF is short for  “within document frequency” and describes the frequency of a word within a document. IDF stands for “inverse document frequency” and is a measure of how popular a keyword is on other related sites. IDF is like a popularity rating.
Webmaster GuidelinesSEO ResourcesGuidelines published by search engines like Google and Bing for the purpose of helping site owners create content that will be found, indexed, and perform well in search results.
White Hat SeoWhite Hat SEOIs ethical SEO techniques that are compliant to webmaster guidelines.
WhoisDomainsA Whois directory is a database of all the registered domains in a particular country. Whois directories can be used to look up details about a domain: the name of the owner, the dates the domain was originally purchased and last renewed, the domain owner’s contact information and more.
WordPressWordPressA Popular Content Management System (CMS) see CMS for definition.
WordPress PluginWordPressA plugin is a piece of software containing a group of functions that can be added to a WordPress website. They extend the functionality or add new features to WordPress sites. WordPress plugins are written in the PHP programming language and integrate with WordPress.
A to Z of SEO Dictionary from the SEO Encyclopedia


X-robots-tagTechnical SEOLike meta robots tags, this tag provides crawlers with instructions on how to crawl or index web page content. The X-Robots-Tag can be used as an element of the HTTP header response for a given URL. Any directive that can be used in a robots meta tag can also be specified as an X-Robots-Tag.
A to Z of SEO Dictionary from the SEO Encyclopedia


YandexSearch EngineThe most popular search engine in Russia. Yandex was founded on September 23, 1997, by Arkady Volozh and Ilya Segalovich.
Ymyl (Your Money Or Your Life)Content Marketing & SEOPart of Google’s Search Quality Evaluator Guidelines. YMYL refers to sites that create pages with  content  which contains tips on, for example, finance, happiness, health, parenting or nutrition. Advice like this can have a very big impact on the life of an individual and bad information can have irreparable consequences. This is the reason why Google is very hard on YMYL pages and judges them harshly, insisting on high quality, reliable information to protect the user. Google prefers that YMYL content is written by authors with Expertise, Authority and are Trustworthy (E.A.T)
A to Z of SEO Dictionary from the SEO Encyclopedia


Zero-click SearchSERP FeatureRefers to a search engine results page (SERP) which answers the query right at the top such that the user doesn’t need any further clicks to complete.  A zero-click search is one that satisfies the search intent at the top of the SERP.
A to Z of SEO Dictionary from the SEO Encyclopedia

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