SEO Glossary

A complete guide of search engine optimisation terms

Don’t understand some of the high-tech jargon, don’t worry as we’ve compared an easy to understand glossary of common SEO terms.

General SEO Terms


Stands for search engine optimization. The aim of SEO is to rank a website at the top of the search engine results pages to make it one of the first sites found by search engine users. Statistically the higher the website is in the search engine results the more clicks it will receive.

On-Page Search Engine Optimisation

Refers to the improvements made to a website’s pages to make it more appealing to Google. There are a number of things that can be done to make your pages friendlier to the search engines. Here are just a few:

  • Add your primary keywords to the websites title.
  • Name the pages accurately with the keyword most relevant to the page.
  • Use original content. Original content refers to text, images and video that does not appear elsewhere on the internet.
  • Include a mix of media such as images, audio and video with relevant names and descriptions.
  • Arrange your pages in themed categories.
  • Ensure you pages load quickly

When the above improvements are made to your website it will be positioned well to take advantage of off-page page optimisation (promotion).

Off-Page Search Engine Optimisation

Also known as off-page promotion or off-site SEO, it refers to everything that can be done to promote your website away from the site itself. The aim is to increase your website’s authority by having many other relevant websites pointing links back towards (backlinks) your website and thus appearing popular. Ideally the links will be from an number of different properties.

The following items explain these techniques.

Keyword Phrases

Search engines are built around the use of ‘keywords’ or ‘key phrases.’ When we use search engines like Bing or Google we type phrases into it hoping the most relevant results are returned. We want our website to come up first for the keywords that are most relevant to the website and user we want to attract. Some years ago website owners used to just put the keywords all over their site try and trick the search results. This is now a dangerous thing to do. Keyword stuffing as it is known and is considered spammy by the search engines.

The best practice is to include your keyword in the page name and page title and then place relevant well written content on the page. The content should be written for humans not the Search ‘Bots’.

Longer phrases (sometimes called ‘long tail keywords’ due to the greater number of words they have) are easier to rank for due to lesser competition and often have more targeted buyers (commercial intent). Short keyword phrases (short tail) like ‘cars’ bring more traffic, are harder to rank for and are less targeted. It is best to aim for a balance of traffic versus commercial intent.


Articles are text based documents that form the core content for a web page. Typically they are 300 to 1000 words long and contain original useful content relating to the topic on the website page. Articles will naturally have several related key phrases in them and can bring you search traffic for multiple phrases.
Re-written Articles

Original articles are referred to as ‘core’ articles. Re-writes of the core articles can be done by hand or using a machine (spinning). When articles are re-written by hand you will get a quality version of the core article that can be used to place on other websites. By re-writing the core articles you will get more chances to rank for more key phrases because you have more content on the internet that can be found by search engines.

Article Syndication

Once the articles are ready we place them on established websites and on web 2.0 sites. This ensures a lot of backlinks from many different properties. This ensures a natural link pattern. When you use different websites like we do you get access to many properties with unique IP addresses owned by many different website owners.

Text Links on Established Websites

When you get a link to from another website to your website that is called a text link. These are hyperlinked words (ideally the key phrase you are aiming to rank for). When we get text links for your website we go to websites that has related content to your own. Search engines like these links more because they are theme related and therefore more relevant. A smaller number of relevant links will always beat a larger number of non related links.

We have access to more websites than other SEO companies because we have excellent relationships with blog owners. They let us place your excellent blog post content on their websites pointing to your site with a ‘full follow’ link. The full follow attribution means the link will pass search engine power to your site. We use blogs that have high Google PR value. PR stands for ‘pagerank’ and the higher this number is the more the site is endorsed or trusted by Google. We use blogs that have PR values of between PR1 and PR5.

Web 2.0 Sites

Some especially well trusted websites such as WordPress, Squidoo and Hubpages allow you to place content on them with links pointing back to your website. We create profiles on these Web 2.0 sites and place your content on them to get you backlinks. The search engines trust these websites as many of them have strict quality control. You can be sure that if the search engines like your content it will help you rank better. Many SEO companies wrongly put poor quality content on Web 2.0 sites only to have it removed.

PDF Distribution

PDF document distribution is another way to get high value backlinks. You can gather related articles and pictures and arrange them in a PDF document which can then be placed on trusted sites like Scribd. High value websites like this appreciate good quality content. The links from these sites are often powerful.

Video Distribution

YouTube is one of the highest traffic websites on the internet, it also happens to be owned by Google. We create a quality custom video that showcases your message. We use paid stock images, royalty paid sounds and custom scripting for your message. We also include your logo. After production of these high quality videos we share them with several of the top video sites. People see these videos and your URL (website address) which is clearly displayed in the videos. The link from the video site which is placed in the videos description box is also a great way for your site to get noticed by Google.

PRWEB Press Release

PRWEB is an online press release distribution centre. It is a premium site.

Once we craft a bespoke newsworthy story for your website we publish it to many places on the internet. It is not uncommon for these press releases to get re-published 10,000 or even 20,000 times. The links lead back to your website and you get a great boost in the search engines as a result. We reserve the Press release for our high end packages. Your Press Release will often appear in page one of Google for the News feed. Some clients have even been contacted for offline TV and Newspaper interviews giving them increased publicity and exposure.

RSS Syndication

RSS stands for Really Simple Syndication. Many websites have RSS feeds. RSS is a form of syndication that spreads your content to more places across the internet. We gather the RSS feeds from all the sites we have placed your content then we ‘mashup’ the feeds and post those mashups to feed distribution services like Feedage. This is another way to ensure the sites you have content published on get found by search engines. By syndicating feeds the search engines are now updated automatically when more content is added to that site in the future.

Bookmark Posts

Once your posts and content have been submitted, we make a note of the website URL’s where the content is placed and ‘bookmark’ it on powerful bookmarking websites. These bookmarking sites like Mister Wong and Digg make certain that all of your content is quickly found by the search engines. The search engines will follow the links and find your website. This speeds up ranking.


This is the simple action of ‘announcing’ each new link to the popular ping networks such as Pingomatic. It is just another way to ensure the new content gets noticed by search engines. We use multiple methods in our packages to insulate results.

Backlink Boosting

Link Boosting is a process where we power up the backlinks to your website with additional layers of links RSS feed submission, pinging and posting. When we ‘boost’ your links you not only get links to your website, but you get links to the links pointing at your website. This strategy helps us to index the links from our SEO campaign much faster. Additionally, it helps build a more effective link building strategy since we pass more Page Rank and Link Power back to your target site. Link Boosting is reserved for our Elite Package.

Technical SEO Terms

Robots.txt – it’s a file that gives directions to search engine robots about the pages inside your website that should and should not be crawled. This is an important addition to your website to block private pages from appearing in search results.

Sitemap – this file makes navigation of your website easier and having an updated sitemap is good for search engines and users. It is recommended that the XML version of your sitemap is submitted to Google using Search Console so you could receive alerts if Google has issues crawling your site.

Redirect – this refers to a web server function where an old URL can be redirected to a new URL.

Permalinks – this refers to the permanent static hyperlink to a particular web page, also known as it’s URL. It is recommended that no URL should be longer than 115 characters in length. It is advisable that permalinks are easy to be read by users. Poor permalink structure could lead to lower click-through-rates from search listings and hurt website rankings.

Indexed Pages – this refers to the number of pages of a website that are included in Google search results. Generally, the more pages your website has indexed in search results the better since each page is another opportunity to rank.

Blog – a regularly updated web log, typically run by a group or an individual, that is written in a conversational or informal style. Search engines want to deliver results that are helpful to users, so when you write valuable content pieces and add them on your site, Google takes notice. By increasing the amount of useful indexable content you have, each high-quality blog post that you publish is another opportunity to get traffic from search engines.

Parameters – these are values that are set dynamically in a page’s URL. Parameters can cause problems for crawlers by creating unnecessarily high numbers of URLs that point to a similar or identical content on a website. Therefore, search robots consume much more bandwidth than necessary or are unable to completely index all the content on your website when parameters are present.

Pagination – the practice of segmenting links to content on multiple pages. If this is implemented properly, it can prevent duplicate content problems both for landing pages and individual articles that allow browsing access to them.

Page Speed Score – this indicates how fast a page could be. Page Speed does not measure the load time of the page but a high score means that your website is optimised, while a lower score signifies a room for improvement. Studies show that a high pagespeed score contributes to high search rankings.

Mobile Responsive – this means a website with one URL and HTML regardless of the device making it easier and more efficient for Google to crawl and index your website.

Text to HTML Ratio – this refers to the amount of text on a specific web page versus the HTML code on the same page.

Social Sharing Chiclet – these are the social sharing buttons on the website.

Internal Duplicate Content – this refers to substantive pieces of content within the domain that either completely match other content or are appreciably similar. Internal duplicate content should be avoided as if not handled correctly can appear like an attempt to trick search engines.

External Duplicate Content – is content that appears on search engines on more than one domain or URL.

Broken Links – refers to a set of links that doesn’t work which often results in an error page. This occurs when the link points to a web page that has been removed. If Google encounters too many broken links on a site it may deem that a website provides poor user experience which could cause a negative effect on crawl rate and ranking problems.

Structured Markup – is a on page markup that enables search engines to easily understand the current data on your website and use this information to improve your website’s visibility on search results.

Page Titles – one of the most important on page ranking element of a web page. Page titles are often used on search engine results pages to display preview snippets for a given pages.

Meta Description – is an HTML attribute that provides a brief summary of the contents of web pages. These are commonly used on search engine result pages to display preview snippets for a given page.

Meta Keywords – this is a specific type of meta tag that appears on the HTML code of a webpage. This tag passes no SEO value and misuse of this tag can potentially create a negative impact on your website’s ability to rank.

Canonical Tag – is an HTML element that helps website owners prevent duplicate content issues by determining the preferred or canonical version of a specific web page.

Headers – this is the emphasised text on the page. It is usually the largest text that stands out.

Image Alternative Text – this text helps search engines to understand what an image is about. This could be helpful in case images on a page can’t be found.

Image Titles – it is an attribute that can be added to the image tag in HTML. This is used to give a title to your image.

Keyword Density – is the measurement of the number of times a specific phrase or keyword appears compared to the total number of words on a page. It is recommended that keyword density is low to prevent your website getting penalized because of keyword stuffing.

Domain Authority – a metric created and developed by Moz and one of the most important numbers in SEO. The higher the authority of a domain (DA) the more likely it is you will get high rankings and traffic. Domain Authority is influenced primarily by the number and quality of websites linking to your website.

Page Authority – a metric created and developed by Moz that scores how likely it is that a particular page will rank on search engines.

Link Distribution – is the percentage of the number of inbound links that are linked to the homepage compared to the number of inbound links that are linked to inner pages of the website. A trustworthy website will have links to the homepage and inner pages.

Anchor Text Density – is the percentage of times a keyphrase or keyword is used as anchor text by referring domains.

Sitewide Links – these are the external links that are present on each page of a referring domain. These are commonly seen in the sidebar or footer of the website.

Unnatural Links – these are links that’s purpose is to manipulate a website’s ranking in search engines. Links to your website may appear unnatural if they appear on unrelated or low quality websites. These kind of links may be considered as a violation to Google’s Webmaster Guidelines.

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