SEO Glossary

SEO short for search engine optimization, the process of increasing the number of visitors to a Web site by achieving high rank in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that users will visit the site. It is common practice for Internet users to not click past the first few pages of search results, therefore high rank in SERPs is essential for obtaining traffic for a site. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be indexed and favorably ranked by the search engine.
SEO adjusting for google – main idea of its a website optimization majority to be in top of Google search.
On-page optimization (AKA on-page SEO) – refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. Examples of this include measures to optimize the content or improve the meta description and title tags. Conversely, off-page SEO refers to links and other signals.
Off-page optimization – refers to all the measures that can be taken outside of the actual website in order to improve its position in search rankings. These are measures that help create as many high-quality backlinks (incoming links) as possible.
Semantic core – group of the target phrases, words, different word-forms most accurately determining the direction of the website. This base is determined for the subsequent promotion. Building a semantic kernel — the first step in the promotion of resource
Content (text, copy) – the part of a web page that is intended to have value for and be of interest to the user. Advertising, navigation, branding and boilerplate are not usually considered to be content.
Landing page – the page that a user lands on when they click on a link in a SERP
Snippet term – when searching in any search engine the results are shown in the form of titles, descriptions and some other information with link to the found resource.
Description of the resource in the SERP is called a snippet and may include not only link to site, but also depending on the type resource contain additional information:
additional links from the website; 1. the creation date of the post on the forum and number of respondents. 2. preview of vide and its duration; 3. description from DMOZ; 4. the physical address of the company.
In recent times search engines tend to place the control buttons in search results and sending comments. Extended snippet in the search results will give more clicks than uninformative.
Usability (ease of use, practicality) – is a parameter that characterizes the degree of comfort of use of something: whether it’s the website or program interface. The higher the usability, the greater the location receives from site visitors, reduces the amount of exits (bounce rate), increased scroll depth.
Anchor text – the user visible text of a link. Search engines use anchor text to indicate the relevancy of the referring site and of the link to the content on the landing page. Ideally all three will share some keywords in common.
Visitor / Unique Visitor / Unique User — an individually identified web browser requesting pages from a website (“Log Analysis”) or viewing pages (“Page Tagging”) within a given time period (i.e. day, week or month). Analytics tools count “Unique Visitors” only once within the timescale (often 30 days, though the timescale is frequently configurable; please consult your analytics vendor for more details). A “Visitor” can make multiple “Visits” during that period from the same computer/browser without increasing the “Unique Visitor” count (note, however, those subsequent “Visits” do increase the “Repeat Visitor” metric). Identification is made to the visitor’s computer and web browser, not the person, most often using cookie and/or a combination of the visitor’s IP Address and web browser. Thus the same person using two different computers or with two different browsers will count as two “Unique Visitors”.
Cookie (Cookies) is a tool to remember previously visited web sites. Created solely for the convenience of users of the Internet. Using Cookies, sites personification, collecting attendance statistics, and providing a variety of preferences, even to the choice of design.
Redirect – any of several methods used to change the address of a landing page such as when a site is moved to a new domain, or in the case of a doorway.
Tracking systems – offer the additional feature of charting the progress that visitors make from page to page, by recording clickstreams. A tracking system can also tell you which search terms were used to find your site.
A key performance indicator (KPI) – is a high-level measure of system output, traffic or other usage, simplified for gathering and review on a weekly, monthly or quarterly basis. Typical examples are bandwidth availability, transactions per second and calls per user. KPIs are often combined with cost measures (e.g., cost per transaction or cost per user) to build key system operating metrics.
ROI (Return On Investment) – one use of analytics software is to analyze and quantify return on investment, and thus cost / benefit of different schemes.
ROMI – return on marketing investment.
SEO audit – an on-page and off-page review or assessment of a website to identify any issues that may cause a website to be “unfriendly” to search engines, such as blocking search engines from crawling and indexing an important web resource.
Authority (trust, link juice, Google juice) – the amount of trust that a site is credited with for a particular search query. Authority/trust is derived from related incoming links from other trusted sites.
Authority site – awebsite which has many incoming links from other related expert/hub sites. Because of this simultaneous citation from trusted hubs an authority site usually has high trust, pagerank, and search results placement. Wikipedia, is an example of an authority site.
SERP – Search Engine Results Page Organic and commercial.
Relevance – when dealing with search engines, the term ‘relevance‘ describes the extent to which the content of a website corresponds to the search term used. The relevance of a website’s content is particularly important for search engines; it affects how high a website will appear in the search results for a given search term.
Rankings in SEO – refers to a website’s position in the search engine results page. There are various ranking factors that influence whether a website appears higher on the SERP based on the content relevance to the search term, or the quality of backlinks pointing to the page. Every search engine gives different weights to these ranking factors which is why when you enter the same search term in different search engines you will generally get different results.
META tags – statements within the HEAD section of an HTML page which furnishes information about the page. META information may be in the SERPs but is not visible on the page. It is very important to have unique and accurate META title and description tags, because they may be the information that the search engines rely upon the most to determine what the page is about. Also, they are the first impression that users get about your page within the SERPs.
Conversion (goal) – achievement of a quantifiable goal on a website. Add clicks, sign ups, and sales are examples of conversions.
Conversion rate – percentage of users who convert – see conversion.
CTR (full click-through rate) – this is an indicator that expresses the ratio of the number of clicks (on ads or banners) and the number of impressions presented in percentages. CTR is used in the field of online advertising to evaluate its effectiveness.
PPC (full Pay Per Click) – a contextual advertisement scheme where advertisers pay add agencies (such as Google) whenever a user clicks on their add. Adwords is an example of PPC advertising.
Target Audience – a specific group of people, identified by the school, within the target market area at which the marketing message of the school is aimed. A target audience can be formed of people of clearly defined demographic factors/ characteristics. Determining the target audience and discovering the appropriate target market(s) are the most important activities in marketing management.
SMM (Social Media Marketing) – website or brand promotion through social media.
SMO (Social Media Optimization) – is the optimization of media content for social networks. The term comes from the acronym Social Media Optimization. SMO is used when carrying out works aimed at the increase in traffic from the social networking gods and other sites of mass use.
Backlink (inlink, incoming link) – any link into a page or site from any other page or site.
Black hat – search engine optimization tactics that are counter to best practices such as the Google Webmaster Guidelines.
CMS (full Content Management System) – programs such as WordPress, which separate most of the mundane Webmaster tasks from content creation so that a publisher can be effective without acquiring or even understanding sophisticated coding skills if they so chose.
Fat backlink —backlink from site with high authority of domain/page.
Index Noun – a database of WebPages and their content used by the search engines.
Index Verb – to add a web page to a search engine index.
Indexed Pages – the pages on a site which have been indexed.
Web hosting (webhost, hosting) – a service in which a vendor offers the housing of business-to-business (B2B) or business-to-consumer (B2C) e-commerce websites via vendor-owned shared or dedicated servers and applications for enterprises at the provider-controlled facilities. The vendor is responsible for all day-to-day operations and maintenance of the website. The customer is responsible for the content.
Keyword volume — the number of times a search query was repeated per unit of time
Google juice (trust, authority, pagerank) – trust / authority from Google, which flows through outgoing links to other pages.
Inlink (incoming link, inbound link) – Inbound links from related pages are the source of trust and pagerank.
Organic link – organic links are those that are published only because the webmaster considers them to add value for users.
Cross-link or is the through link – which is located on every page of a site . Cross-link unlike a normal link have a different effect on the acceptor. Usually this effect is below links from index page, but the above links from inner pages of the website.
Breadcrumbs – is part of the navigation on the website that shows part of the structure and nesting of the page on which the user is located. Often, the bread crumbs look like a path from website root to the current viewed document.
Where are the bread crumbs use. Navigation of this type is not always used. Site owners with a convenient, clear structure and good navigation menu often does not put them or don’t even know what bread crumbs. Such sites may have a small number of pages or well-structured sections. If any page of the site accessible in two clicks from the homepage – breadcrumbs are not required.