301 Redirect
A permanent redirect from one URL to another that passes link equity and rankings to the new destination. 301 redirects are essential when moving or deleting pages to maintain SEO value and prevent broken links.
Detailed definition →SEO Glossary
SEO glossary.
Plain-English definitions of the SEO terms you’re most likely to come across — without the jargon.
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177 definitionsA–Z directory
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A
Accessibility
The practice of making websites usable for all people, including those with disabilities. Accessible sites improve user experience whilst supporting SEO through better structure, alt text, and semantic HTML.
Detailed definition →Algorithm
Automated rules and systems search engines use to order results. Google uses many systems, factors, and signals rather than one public formula or fixed '200 factors' checklist.
Detailed definition →Algorithm Updates
Changes to search engine ranking systems improving result quality, combating spam, and adapting to user behaviour evolution
Detailed definition →Alt Text
Alternative text describing an image on a webpage. Alt text helps search engines understand what an image is about and improves accessibility for users with visual impairments. Including target keywords in alt text can boost SEO.
Detailed definition →Analytics
Data collection and analysis systems that track website performance, visitor behaviour, and campaign results
Detailed definition →Anchor Text
The clickable text in a hyperlink that describes the linked page's content. Anchor text helps search engines understand what the destination page is about and influences rankings for those keywords.
Detailed definition →ARIA
Accessible Rich Internet Applications attributes enhancing web content accessibility for users relying on assistive technologies
Detailed definition →Author Authority
The credibility and expertise of content creators influencing how search engines evaluate content quality. Established authors with demonstrated expertise help sites rank better, especially for YMYL topics.
Detailed definition →Authoritativeness
Recognised expertise and reputation within subject areas demonstrated through credentials citations and industry acknowledgment
Detailed definition →Authority
The perceived credibility, expertise, and trustworthiness of a website or domain in the eyes of search engines and users
Detailed definition →B
Backlinks
Links from other websites to yours. Google uses link analysis as one of many signals, but relevance and quality matter more than raw link counts.
Detailed definition →Bounce Rate
In GA4, the percentage of sessions that were not engaged sessions. Useful for analytics, but not a documented Google Search ranking factor.
Detailed definition →Brand SERP
Search engine results page appearing when people search for your brand name or company directly
Detailed definition →Breadcrumbs
Navigation elements showing users their current location within a website's hierarchy. Breadcrumbs improve user experience whilst providing search engines with clear site structure signals.
Detailed definition →Business Directories
Online platforms listing company information including names, addresses, phone numbers, and descriptions for discovery and citations
Detailed definition →C
Caching
Storing reusable copies of resources so pages can load more efficiently. Caching can improve performance, but each Core Web Vital has different causes and should be diagnosed separately.
Detailed definition →Canonical Tag
An HTML element that tells search engines which version of a page is the preferred version to index and rank. Canonical tags help prevent duplicate content issues and consolidate link authority to the preferred URL.
Detailed definition →Canonical URL
Preferred version of duplicate or similar pages specified through canonical tags consolidating ranking signals
Detailed definition →CDN
A network of servers distributed globally that delivers web content to users from the nearest server location. CDNs improve page load speeds and website performance.
Detailed definition →Citations
Online mentions of a business's name, address, and phone number across directories and websites. Citations are crucial for local SEO helping businesses rank in local search results.
Detailed definition →Click-Through Rate
The percentage of people who click on your website in search results compared to how many times your listing was shown. A higher CTR indicates your title tag and meta description are compelling and relevant to searchers.
Detailed definition →Clicks
User interactions with search results leading to website visits. Clicks represent actual traffic from search engines and indicate content relevance and appeal.
Detailed definition →Client-Side Rendering
Web development approach where browsers generate page content through JavaScript execution rather than receiving complete HTML from servers
Detailed definition →Competitive Analysis
Systematic research examining competitor strategies, performance, and tactics revealing opportunities and gaps for strategic advantage
Detailed definition →Content Audit
A systematic review of all content on a website to evaluate quality, performance, and optimization opportunities. Content audits identify underperforming pages requiring updates or removal.
Detailed definition →Content Decay
The gradual decline in organic traffic and rankings as content becomes outdated or less relevant. Regular updates combat content decay maintaining search visibility.
Detailed definition →Content Distribution
Strategic process of sharing and promoting material across multiple channels platforms maximising reach engagement and impact
Detailed definition →Content Marketing
Creating and distributing valuable content to attract and engage target audiences. Content marketing supports SEO by building authority whilst driving organic traffic through helpful resources.
Detailed definition →Content Optimisation
Strategic refinement of website content improving search visibility, user engagement, and conversion performance through quality and relevance
Detailed definition →Content Quality
The overall value, accuracy, and usefulness of webpage content to users. High-quality content satisfies user intent whilst demonstrating expertise and trustworthiness.
Detailed definition →Content Strategy
Systematic planning approach guiding content creation, publication, governance, and optimization aligned with business goals and audience needs
Detailed definition →Content Structure
How content is organized using headings, paragraphs, lists, and other formatting elements. Proper structure improves readability and helps search engines understand content hierarchy.
Detailed definition →Conversational Keywords
Natural language phrases and questions people use when speaking to voice assistants or searching conversationally. These keywords match how users actually talk rather than type.
Detailed definition →Conversion Optimisation
Systematic process improving website elements increasing percentage of visitors completing desired actions like purchases or signups
Detailed definition →Conversion Rate
The percentage of website visitors who complete desired actions like purchases, enquiries, or signups
Detailed definition →Core Web Vitals
Google's real-world metrics for loading (LCP), responsiveness (INP), and visual stability (CLS). They are used by ranking systems, but strong scores alone do not guarantee rankings.
Detailed definition →Crawl Budget
The number of pages search engine crawlers will access on your site within a given timeframe. Optimizing crawl budget ensures important pages get crawled and indexed.
Detailed definition →Crawl Frequency
How often search engine bots visit and scan a website for new or updated content. Higher crawl frequency helps fresh content get indexed faster.
Detailed definition →Crawlability
Website accessibility enabling search engine crawlers to discover, access, and index all important content without obstruction
Detailed definition →Crawling
The process search engines use to discover and scan webpages by following links across the internet. Crawling is the first step before indexing and ranking.
Detailed definition →D
Disavow Tool
An advanced Google tool for asking Google to ignore specified backlinks. Most sites do not need it, and incorrect use can harm performance.
Detailed definition →Dofollow
Informal SEO shorthand for a normal link without nofollow, sponsored, or ugc qualification. There is no rel="dofollow" attribute.
Detailed definition →Domain Authority
Moz's third-party 1–100 comparative metric. Useful for benchmarking, but it is not a Google metric or ranking factor.
Detailed definition →Domain Rating
Ahrefs' third-party metric for relative backlink-profile strength. It is not a Google metric or ranking factor.
Detailed definition →Duplicate Content
Identical or very similar content across URLs. Google commonly handles this through canonicalisation; duplication is not automatically a penalty.
Detailed definition →Dwell Time
SEO shorthand for time between a search click and return to results. Google does not expose it as a Search Console metric or confirm it as a direct ranking factor.
Detailed definition →E
E-A-T
The earlier quality-rater concept of Expertise, Authoritativeness, and Trustworthiness. Google's guidelines now use E-E-A-T, adding Experience.
Detailed definition →E-E-A-T
Experience, Expertise, Authoritativeness, and Trustworthiness in Google's quality-rater guidelines. E-E-A-T itself is not a specific ranking factor.
Detailed definition →Engagement Metrics
Measurements of how users interact with website content including time on page, bounce rate, pages per session, and scroll depth. Strong engagement signals content quality to search engines.
Detailed definition →Entities
Distinct people, places, things, or concepts that search engines recognize and understand beyond keyword strings
Detailed definition →Evergreen Content
Content that remains relevant and valuable over long periods without becoming outdated. Evergreen content provides sustained organic traffic and requires minimal updates.
Detailed definition →Expertise
Deep subject knowledge and proficiency demonstrated through education training experience and comprehensive content creation
Detailed definition →F
Featured Snippet
A special search result that appears at the top of Google's search results showing a direct answer to a user's query. Featured snippets typically come from position zero and drive significant traffic.
Detailed definition →Freshness
The age and recency of content on a webpage. Google gives priority to fresh, recently updated content in certain niches and for specific query types, especially for news and trending topics.
Detailed definition →G
Google Analytics
A free web analytics platform tracking website traffic, user behaviour, and conversion data. Google Analytics provides essential insights for measuring SEO performance.
Detailed definition →Google Business Profile
A free Google tool that lets you manage how your business appears in Google Search and Maps. A well-optimized Google Business Profile is essential for local SEO.
Detailed definition →Google Maps
Google's mapping service that displays business locations in search results and map searches. Appearing in Google Maps is crucial for local businesses attracting nearby customers.
Detailed definition →Google Penalty
Informal SEO term. Google can issue manual actions for policy violations; automated ranking drops are not automatically penalties.
Detailed definition →Google Search Console
A free tool from Google that allows website owners to monitor, maintain, and troubleshoot their site's presence in Google Search results. GSC provides data on keywords, impressions, clicks, and technical issues.
Detailed definition →Googlebot
Google's web crawler systematically discovering, fetching, and indexing pages across the internet for search results
Detailed definition →Guest Posting
Writing and publishing content on other websites to build backlinks, increase brand exposure, and establish authority. Quality guest posting remains an effective link building strategy.
Detailed definition →H
H1 Tag
The main heading HTML element on a webpage that typically contains the page title. H1 tags should include target keywords and appear once per page.
Detailed definition →Header Tags
HTML elements (H1-H6) that define the hierarchical structure and headings of webpage content. Proper use of header tags helps search engines understand content structure.
Detailed definition →HTML
HyperText Markup Language—the standard code used to create and structure webpages. Clean, semantic HTML improves SEO and accessibility.
Detailed definition →HTTPS
The encrypted version of HTTP. Google strongly recommends HTTPS for security and user trust; current guidance does not treat it as a standalone ranking boost.
Detailed definition →Hydration
Process where JavaScript adds interactivity to static HTML making server-rendered pages fully functional client-side applications
Detailed definition →I
Impressions
The number of times your website appears in search results for specific keywords. Impressions are tracked in Google Search Console and show visibility regardless of clicks.
Detailed definition →Indexing
The process of search engines analyzing and storing webpage content in their databases. Indexed pages can appear in search results for relevant queries.
Detailed definition →Internal Linking
Hyperlinks connecting different pages within the same website improving navigation, distributing authority, and establishing content relationships
Detailed definition →Internal Links
Hyperlinks that connect pages within the same website domain. Internal linking helps search engines discover content, distributes page authority, and guides users through your site.
Detailed definition →J
JavaScript
A programming language that adds interactive features to websites. Search engines can now crawl JavaScript-rendered content, but proper implementation is important for SEO.
Detailed definition →JSON-LD
A structured data format recommended by Google for implementing schema markup. JSON-LD sits in script tags making it easier to add and maintain than inline microdata.
Detailed definition →K
Keyword
A word or phrase that people type into search engines when looking for information, products, or services. Keywords are the foundation of SEO strategy.
Detailed definition →Keyword Difficulty
A metric estimating how hard it is to rank for a specific keyword based on competition and authority of currently ranking pages. Higher difficulty requires more effort and authority.
Detailed definition →Keyword Optimisation
Strategic placement and integration of search terms throughout content, metadata, and technical elements improving rankings and relevance
Detailed definition →Keyword Research
The process of finding and analyzing search terms that people use in search engines. Keyword research helps you understand what your target audience is searching for.
Detailed definition →Knowledge Graph
Google's knowledge base of entities and their relationships used to understand search queries and display enhanced results. The Knowledge Graph powers knowledge panels and rich results.
Detailed definition →Knowledge Panel
Information boxes appearing in Google search results displaying facts about entities like people, places, organizations, or things. Knowledge panels provide instant answers drawn from Knowledge Graph.
Detailed definition →L
Landing Page
Dedicated webpage designed for specific marketing campaigns focusing visitors toward single conversion goals without distractions
Detailed definition →Lazy Loading
Deferring off-screen images or other resources until they are needed. Useful for reducing initial work, but the main above-the-fold/LCP image should not be lazy-loaded.
Detailed definition →Link Building
Earning links from other websites to yours. Genuine editorial links can support discovery, referral traffic, and link-based signals; manipulative link schemes violate Google's spam policies.
Detailed definition →Link Equity
The value and authority passed from one page to another through hyperlinks. Also called "link juice," link equity distributes ranking power throughout websites.
Detailed definition →Link Schemes
Manipulative link building tactics designed to artificially inflate PageRank and rankings in violation of search engine guidelines
Detailed definition →Local Citations
Online mentions of a local business's name, address, and phone number (NAP) across directories and websites. Consistent citations improve local search rankings.
Detailed definition →Local Pack
The map and business listings appearing in local search results showing three local businesses relevant to the query. Appearing in the local pack drives significant local traffic.
Detailed definition →Long-Tail Keyword
Longer, more specific keyword phrases typically containing three or more words. Long-tail keywords have lower search volumes but higher conversion rates and less competition.
Detailed definition →M
Manual Action
An action applied after a Google human reviewer finds a spam-policy violation. Manual actions are reported in Search Console and can affect some or all of a site's visibility.
Detailed definition →Meta Description
A short HTML description Google may use for a search snippet. It is not a documented direct ranking factor.
Detailed definition →Meta Robots
HTML tags controlling how search engines crawl and index specific pages. Meta robots tags include directives like noindex, nofollow, and noarchive.
Detailed definition →Meta Tags
HTML elements that provide information about a webpage to search engines and browsers. Common meta tags include the title tag, meta description, and robots meta tag.
Detailed definition →Microdata
HTML specification adding semantic meaning to content through attributes helping search engines understand information types
Detailed definition →Mixed Content
Pages loading both secure HTTPS and insecure HTTP resources triggering browser warnings. Mixed content issues harm user trust and can negatively impact SEO.
Detailed definition →Mobile Optimisation
Making a site work well on smartphones and tablets. Google uses the mobile version of content for indexing and ranking, so mobile content and links must be complete and accessible.
Detailed definition →Mobile-First Indexing
Google uses the mobile version of content, crawled with Googlebot Smartphone, for indexing and ranking.
Detailed definition →N
NAP Consistency
Maintaining identical business name, address, and phone number information across all online listings and directories. NAP consistency is critical for local SEO rankings.
Detailed definition →Navigation
The menu systems and links helping users move through a website. Clear navigation improves user experience whilst helping search engines understand site structure.
Detailed definition →Nofollow
A link relationship qualifier used when sponsored or ugc do not apply and you would rather Google not associate your site with, or generally follow, the destination.
Detailed definition →Noindex
A meta tag or HTTP header instructing search engines not to include pages in search results
Detailed definition →O
Organic Results
Unpaid search listings selected by search engines using many ranking systems and signals. They are distinct from paid ads.
Detailed definition →Organic Search
Traffic and visibility earned from unpaid search results. Search engines use many systems and signals rather than one fixed ranking score.
Detailed definition →Organic Traffic
Website visitors arriving from unpaid search engine results rather than paid advertisements. Organic traffic represents users finding content through natural search rankings.
Detailed definition →Outreach
Strategic communication with website owners, influencers, journalists, and industry contacts to build relationships and earn links
Detailed definition →P
Page Authority
Moz's third-party page-level comparative metric. It is not a Google metric or ranking factor.
Detailed definition →Page Speed
How quickly and responsively a page loads and works for visitors. Performance affects user experience, and Google's ranking systems use Core Web Vitals among many other signals.
Detailed definition →PageRank
Google's link-analysis system, originally developed by Larry Page and Sergey Brin, for understanding the relative importance of pages from links. It remains part of Google's broader ranking systems.
Detailed definition →Paid Search
Advertising in search engine results where advertisers pay for clicks or impressions. Paid search provides immediate visibility complementing organic SEO efforts.
Detailed definition →Penalties
Ranking reductions imposed by search engines for violating guidelines through manual actions or algorithmic demotions
Detailed definition →Permalink
Permanent URL structure designed to remain unchanged over time preserving link equity and user bookmarks
Detailed definition →Position Zero
The featured snippet position appearing above traditional organic results at the top of search pages. Position zero captures significant visibility and clicks.
Detailed definition →PPC
Pay-per-click advertising model charging advertisers only when users click ads, generating immediate traffic through platforms like Google Ads
Detailed definition →Q
QDF
Query Deserves Freshness: SEO shorthand for searches where fresher information may be more useful. Google's current docs describe freshness systems.
Detailed definition →Quality Rater Guidelines
Google's document instructing human raters how to evaluate search result quality. These guidelines reveal what Google values in content quality and user experience.
Detailed definition →Quality Score
A Google Ads diagnostic score for expected ad quality. It is not an organic Google Search ranking factor.
Detailed definition →Query
The search term or phrase that a user types into a search engine. Understanding user queries and search intent is fundamental to SEO strategy.
Detailed definition →R
Ranking
A page's position in search results for a particular query. Google uses many ranking systems and signals, with the exact weighting remaining proprietary.
Detailed definition →Ranking Factors
Google uses many ranking systems, factors, and signals. The complete list and weighting are not public, so fixed '200 factors' lists are oversimplified.
Detailed definition →Readability
How easily visitors can read, understand, and process your written content
Detailed definition →Reconsideration Request
Formal appeal submitted through Google Search Console asking for manual action removal after fixing guideline violations
Detailed definition →Rendering
The process of generating visual webpage displays from HTML, CSS, and JavaScript code. Search engines must render pages to see content as users see it.
Detailed definition →Responsive Design
Web design approach creating fluid layouts that adapt seamlessly to different screen sizes and devices
Detailed definition →Reviews
Customer feedback and ratings providing social proof that influences search rankings and buyer decisions
Detailed definition →Rich Snippets
Enhanced search results displaying additional information like star ratings, prices, or images through structured data markup. Rich snippets improve visibility and click-through rates.
Detailed definition →Robots.txt
A text file in your website's root directory that tells search engine crawlers which pages they can and cannot access. Robots.txt helps manage crawler traffic.
Detailed definition →S
Schema Markup
Structured data that helps search engines understand page content and can enable rich results. It is not a generic ranking factor by itself.
Detailed definition →Screen Reader
Assistive technology software that converts digital text into synthesized speech or braille output enabling visually impaired users to access web content.
Detailed definition →Search Console
Free Google tool providing insights into search performance, indexing status, and technical issues affecting site visibility
Detailed definition →Search Intent
The underlying goal or purpose motivating users when entering search queries. Understanding and matching search intent is crucial for ranking and satisfying users.
Detailed definition →Search Volume
The average number of searches for a specific keyword within a given timeframe, usually monthly. Search volume indicates keyword popularity and potential traffic.
Detailed definition →Security
Measures such as HTTPS, patching, access control, backups, and malware protection that keep a site and its users safe and help prevent search visibility problems caused by compromise.
Detailed definition →Semantic HTML
HTML markup using tags that convey meaning about content rather than just presentation. Semantic HTML helps search engines understand page organization whilst improving accessibility.
Detailed definition →Semantic Search
Search technology understanding query meaning, context, and intent rather than just matching literal keyword strings
Detailed definition →SERP
The page displayed by a search engine in response to a user's search query. SERPs show organic results, paid ads, featured snippets, and other features.
Detailed definition →SERP Analysis
The systematic examination of search engine results pages to understand what content currently ranks, why it ranks, and how to compete effectively.
Detailed definition →SERP Features
Enhanced search result elements appearing beyond traditional organic listings including featured snippets, knowledge panels, local packs, and image packs.
Detailed definition →Server-Side Processing
Computing approach where servers execute code generate content and handle logic before sending results to client browsers
Detailed definition →Server-Side Rendering
Generating complete HTML pages on web servers before sending them to browsers ensuring content is immediately accessible to users and search engines.
Detailed definition →Single Page Application
Web application loading single HTML page dynamically updating content through JavaScript without full page reloads
Detailed definition →Site Architecture
The organizational structure determining how pages connect and information flows across websites. Good site architecture ensures users and search engines navigate efficiently.
Detailed definition →Site Migration
Process of making substantial changes to website structure, platform, design, or location whilst preserving search rankings
Detailed definition →Site Structure
How websites organize pages, content, and navigation elements creating logical frameworks users and search engines can navigate efficiently.
Detailed definition →Sitemap
A file listing website URLs providing search engines with roadmaps for discovering and crawling content. XML sitemaps help ensure all pages get indexed.
Detailed definition →Slug
The URL-friendly text portion appearing at the end of web addresses identifying specific pages. Good slugs use lowercase letters, hyphens, and descriptive keywords.
Detailed definition →Snippet
The preview text appearing in search results showing page titles, URLs, and descriptions helping users decide which results to click.
Detailed definition →Spam
Manipulative tactics attempting to deceive search engines or users through low-quality content, deceptive practices, or artificial signals
Detailed definition →Sponsored Links
Paid advertisements appearing in search results labelled as ads or sponsored content. Advertisers bid on keywords displaying ads when users search those terms.
Detailed definition →SSL Certificate
A digital certificate used with TLS to authenticate a site and enable HTTPS encryption. Essential for security and trust, but not a standalone ranking boost to chase.
Detailed definition →Static Generation
Build-time rendering approach creating complete HTML pages during deployment serving pre-built files maximizing performance and SEO
Detailed definition →Structured Data
Machine-readable markup that can help Google understand content and make pages eligible for rich results. It is not a generic ranking factor by itself.
Detailed definition →Syndication
The practice of republishing content across multiple platforms or websites extending reach beyond original publication locations whilst requiring careful technical implementation.
Detailed definition →T
Thin Content
Low-quality pages offering little value or substance that fail to satisfy user search intent
Detailed definition →Title Tag
An HTML element that specifies the title of a webpage. Title tags appear in browser tabs and as the headline in search results. A compelling, keyword-rich title tag is one of the most important on-page SEO elements.
Detailed definition →Topical Authority
Comprehensive coverage and expertise on specific subjects that signals credibility to search engines
Detailed definition →Traffic
Website visitors arriving through various channels including organic search, paid advertising, social media, referrals, and direct navigation
Detailed definition →Trust Flow
Majestic's third-party link-quality metric. It is not a Google metric or ranking factor.
Detailed definition →Trust Signals
Visible indicators of website credibility, security, and legitimacy that build confidence with both visitors and search engines
Detailed definition →Trustworthiness
Reliability safety and honesty demonstrated through transparency security measures accurate information and ethical practices
Detailed definition →U
URL Structure
The way a webpage's URL is organized and formatted. SEO-friendly URLs are descriptive, readable, and include relevant keywords helping users and search engines understand content.
Detailed definition →User Behavior
How visitors interact with a site. Useful for UX analysis, but common analytics metrics such as bounce rate are not documented direct Google ranking factors.
Detailed definition →User Experience
How easy, useful, accessible, and satisfying a site is to use. Google's systems use multiple signals aligned with good page experience.
Detailed definition →User Intent
Purpose behind search queries indicating what users want to accomplish including information, navigation, transactions, or research
Detailed definition →V
Voice Search
Search queries performed using voice commands through smart speakers, phones, or other voice-activated devices. Voice search uses conversational, long-tail keywords.
Detailed definition →W
WCAG
Web Content Accessibility Guidelines establishing international standards ensuring websites remain accessible to people with disabilities
Detailed definition →X
XML Sitemap
A structured file that lists all the pages on your website and their URLs. XML sitemaps help search engines discover and crawl all of your pages more efficiently.
Detailed definition →Y
YMYL
Google's category for pages that directly impact a person's health, happiness, safety, or financial well-being. YMYL pages have stricter quality requirements and benefit from strong E-A-T signals.
Detailed definition →Z
Zero-Click Search
Search queries where users find the answer directly in search results without clicking through to a website. Featured snippets and knowledge panels are examples of zero-click results.
Detailed definition →No glossary terms match that search.