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Glossary of Terms


301 Redirect

The permanent redirection of one URL to another URL. Useful if you need to change a page’s URL.

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A formula used by search engines like Google by which stored information is retrieved and ordered.

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Alt Text

Short for ‘alternative text’ – the text in HTML code that describes images on web pages. Can also be used to describe images for visually impaired users.

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Anchor Text

The text that contains the link to pages.

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Inbound links or links from other websites that are directed to your website.

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Black Hat

SEO services and practices that violate Google’s and other search engine’s quality guidelines.

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Bounce Rate

A metric, measured as a percentage, which is the total visits that did not result in a secondary action on your site. High bounce rates are bad.

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The different ways by which your website acquires traffic, such as organic search, pay per click advertising or social media.

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Click Through Rate

Also mentioned as CTR. It is the ratio of impressions divided by clicks.

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The action take by a user that is considered valuable. An example might be a online purchase or a user completing a lead form.

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Conversion Rate

The ratio of visitors that convert on your website.

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The process of search engines discovering web pages.

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Domain Authority

Or sometimes DA, which is a Moz metric used to value a domain’s ranking ability and uses as a comparitive metric. Displayed as a score between 0 and 100.

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Duplicate Content

Content that is considered a replica between different domains or multiple pages of the same domain.

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The File Transfer Protocol (FTP) is a standard used to transfer computer files between a user’s computer and server on a computer network.

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Google Analytics

A free tool that provides website owners with insightful metrics of how people are engaging with their website.

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Google Analytics Goal

An action you want users to make that you set up in Google Analytics to track as a conversion.

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Google My Business Listing

Google’s free local business listing service.

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Google Search Console

A free program provided by Google that allows website owners to monitor their organic traffic and results.

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Google Tag Manager

A Google program that allows the management of multiple website tracking codes.

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Header Tags

HTML tags that are used to designate headings on your website pages – H1, H2, etc.

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Image Compression

Making image file sizes smaller using compression speeds up the loading time of your website.

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Storing and organizing of content and pages crawled by search engines.

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Internal Links

Links that are on your website that direct users to other pages on the same site.

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IP address

An Internet Protocol address (IP address) is a numerical address assigned to each device connected to a computer network that uses the Internet Protocol for communication.

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The IPv4 standard is a numerical address, used by every computer and device on the internet. It is formatted with 4 sets of numbers, separated by periods. is an example of an IPv4 address.

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The IPv6 standard is the latest addressing format, created to replace IPv4. Modern devices used IPv6 to assign an adresss to every computer and device on the internet.

An IPv6 addresses is represented as eight groups of four hexadecimal digits, separated by colons.

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Keyword Stuffing

The practice of overusing important keywords in your content or links. Considered a spammy practice and not recommended.

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Link Building

The process of earning and obtaining backlinks to your website for the purpose of building your site’s authority in search engines.

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Meta Descriptions

An HTML element that describe the content of a webpage. Also used as the description line in search results.

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MX Records

A mail exchanger record (MX record) specifies the mail server responsible for accepting email messages on behalf of a domain name. Basically, this points your email to a specific server.

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Links that are marked with rel=”nofollow” and do not pass PageRank.

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Search engine placements in search results, the opposite of paid advertisements.

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Page Speed

The time it takes for your webpage to load for a user.

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A link analysis program that is part of Google’s core algorithm that estimates the importance of a web page by measuring the quality and quantity of links pointing to it.

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The placement of your website in search results by relevance to the search query.

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Referral Traffic

Traffic sent to your website from another website. An example might be people visiting your website from a Facebook link – making Facebook the referrer.

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HTML tag that allows site owners to designate which version of a web page is the original and which are the duplicates.

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An XML file that tells Google and other search engines which parts of your website they should and shouldn’t crawl.

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Content that is wrapped in code so that it provides additional information about it for search engines. Also referred to as “structured” data.

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Scroll Depth

The measurement of how far a visitor scrolls down you web pages.

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Search Engine

Information retrieval programs that allows users to search for items in a database and display content results. Examples: Google, Bing, and Yahoo.

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Short for ‘Search Engine Results Page’.

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A list of all the URLs on your website that search engines can crawl to discover and index your content.

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SSL Certificate

Stands for ‘Secure Sockets Layer’ which is used to encrypt data passed between your website and a user’s web browser.

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Title Tag

HTML tag that designates the title of that specific web page. Google usually displays this Title Tag in search results.

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User visits to a website.

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