DubSEO - SEO A - Z Glossary

Welcome to our SEO A to Z glossary where you will find a lot of the terminology with a clear and accurate as of January 2019 definition. Whether you are trying to learn more about SEO or are looking to hire and SEO agency in London, we understand that the whole process can be quite confusing, therefore, we have decided to simplify the whole process for you in the glossary below. We hope that you find this piece of content helpful.

1 - 10

301 Redirects

The 301 redirects are permanent redirects from one page to another. The users will not experience a delay as the redirect is instant. The webmaster will use the 301 redirects for canonical URL issues and pages that have been deleted.

302 Redirects

The 302 redirect is temporary, unlike the 301 redirects. The webmaster can issue a 302 redirect when redeveloping a website or in order to avoid the passing of spammy link juice.

307 Redirects

The 307 redirect is identical to the 302 redirects, however, it is only used for HTTP 1.1.

404 Error

404 is an error message that is shown to the user when a particular page cannot be found. The 404 messages are often issued when the page is deleted or the URL is incorrect.

A .

Above the Fold

Above the fold can be defined as an area that an online user first sees when they visit a web page before they start scrolling.


Google Ads is an online advertising platform developed by Google, where advertisers pay to display advertisements, service offerings, product listings, video content and other. These are placed above the organic search results and are listed at the very top of the results page.

Affiliate Website

Affiliate websites act as a promoter of the original website which sells products and services. Often, there is a referral scheme in place which ensures that advertisers (affiliate websites) get paid commission based on set performance.

Alexa Rank

Alexa rank is a global traffic ranking system. It is based on a large database of users and their online activity over a rolling period of three months. Alexa ranks websites through a unique combination of visitors and page views. The ranking is also updated every single day.

Algorithmic Penalty

Algorithmic penalties are automatically applied to a site by Google and are very often not accompanied by a message in Webmaster Tools. Because of this, it is harder to identify the reason behind the penalty which can make the recovery process extremely hard or even impossible.

Alt Text

Alt Text is a piece of code that describes an image in the form of text and can be useful in a few different scenarios. The users are not typically going to see the alt text itself, it is rather used by search engines in order to determine what the image is as they are unable to 'see' what the image actually is. It is often displayed to users in case of browser incompatibility issues. Despite the fact that it should be used to provide a genuine description of an image, alt text is often used for keyword stuffing. This is also known as: ‘Alt Tag’ or ‘Alt Attribute'


AMP or Accelerated Mobile Pages is an open source project which mainly is driven by Google. It provides a coding foundation which helps in loading web pages on mobile devices much faster.

AMP Project

An AMP project is a web technology backed by Google which helps mobile pages to respond much faster.

Anchor Text

Anchor text is essentially a clickable word or a paragraph that contains a hyperlink to a different destination without the need to include an entire URL within the sentence.

API (Application Programming Interface)

An application programming interface is a set of subroutine definitions, communication protocols, and tools for building software. In more simple terms, it is a set of clearly defined methods of communication among various components.

Article Spinning

This is a practice of rewording an article a number of times as content for a website or link building purposes. It is considered to be a less authentic strategy by Google and other search engines due to its low quality and lack of originality. Those types of articles are easy to spot as sentence structure is not the best and unnecessary words are often been used.


Authority is the terminology within SEO used to define the credibility of a given website.

B .

Backlink Profile

Backlink Profile is essentially a hyperlink that links from a Web page, back to your own Web page or Web site.


Backlinks are links from external websites that direct the user to a particular web page. For example, imagine a web page containing a link to this web page. This would count as a backlink. It can also be referred to as an incoming, external or inbound link.

Bad Neighbourhoods

Referred to a network of websites which gain backlinks from bad neighbourhoods that practice spam tactics. This can associate your website with spam and Google can penalise you.

Below the Fold

Below the fold can be defined as an area of a web page that isn’t instantly seen by the user. In order for web visitors to see this ‘area’, they must scroll down.

Black Hat SEO

Black Hat SEO is a practice against the guidelines of search engines. This is often used to get a website to rank higher by deliberately manipulating the search engine indexing. If caught, Google will harshly penalise your website. Some of the techniques include keyword stuffing, cloaking and the use of private link networks.


A blog is a piece of content that is published on the internet. It often discusses a certain topic with the aim to provide value and inform the reader.

Blogger Outreach

This is a practice which is used to build website links for SEO purposes


This is a network or a community of bloggers.


This is referred to saving a website link or address just in case the user would like to use it again in the future. Web browsers usually have their own bookmarking system within.


An SEO bot refers to search engine bots that are used to crawl the web and index web pages for the search engine. Black Hat SEOs practice the use of such ‘bots’ for automated but spammy link building purposes or to scrape content of web pages.

Bounce Rate

Bounce rate is often defined as a ‘single page session’, meaning that the bounce rate will depend on the percentage of single-page sessions compared to the total number of website visitors over a period of time.

Brackets Update

This is an algorithm update which is designed to promote content that was previously undervalued by the Search Engine.

Branded Keywords

Branded keywords are search queries that contain the name of a brand, company or an organisation. It can often contain the brand name in conjunction with a product or service the company offers. An example of a branded keywords search query would be "Nike Running Shoes"


Breadcrumbs are links that allow the user to track their way from the page they are currently viewing to the homepage of the website. Mainly known as navigation bars which reflect upon the structure of your website.

Broken Links

Try to scroll this section and look at the navigation list while scrolling!

Broken link are links which are no longer connected to a web page. This can be caused due to the closure of the web page ultimately causing a 404 error.

Browser Cache

Browser Cache is stored data from previously visited by the user websites used to speed up the loading process in the future.

C .

Caffeine Update

A mode designed by Google in June 2010 which is made to index content on the web. Google claims that it will generate 50% more up to date search results compared to the old system.

Call to Action (CTA)

Call to action is a feature which is designed to encourage the user to take action. It is mainly used in adverts that want to encourage the user to purchase something, fill out a survey or part-take in an online activity. As an example, the most popular call to action would be a ‘buy now’ button on a product page.

Canonical URL

A canonical link element is an HTML element that helps webmasters prevent duplicate content issues in search engine optimization by specifying the "canonical" or "preferred" version of a web page.


Captcha is a security feature that websites widely use in order to separate genuine users from bots. There are different types of CAPTCHA, however, they all work towards the differentiation of a human and a machine to prevent spam.

Citation Flow

Part of Majestic SEO’s trademarked Flow Metrics, 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 URL.

Click Bait

Click bait is often linked to a title of a page or a video on the internet. The reason behind it being called ‘click bait’ titles is because they are worded in a very enticing way in order to trick people to click on them. The ‘click bait’ title can often be misleading to the actual content of the video or the article that you have clicked on.

Click Fraud

Often linked to PPC advertising and Google Adwords, it simply defines individuals that click on adverts with the sole purpose to waste their AD money.


Cloaking is a very popular black hat SEO strategy which is widely used by webmasters to hide text from the user while it’s still visible for the search engines to see with the sole purpose of manipulating the search rankings. A very common technique is when text is present, however, it is the exact same colour as the background which essentially makes it invisible to the human eye.

CMS (Content Management System)

CMS is a software platform that is utilised by many websites so that the website owners can edit around content without knowing the specifics of the code. An example of this would be WordPress. In simple terms regarding SEO, CMS allows you to change your meta data and alt tags without knowing how to do it through code.


This is a theory that works on the principle that valuable websites will speak about other relevant websites. This concept can be quite confusing and it is not to be mistaken for co-occurrence. As an example. Imagine that (Website A) is linked with Website B and C, but Website B & C are not linked together. Despite Website B and C not being directly linked, they are Co-cited because they both are linked to Website A. This will mean that both are going to benefit from each other without being necessarily linked together.


Co-occurrence is the existence, frequency, and proximity of similar keywords across different websites. Co-occurrence logically includes keywords that are relevant to a topic, but not exactly the same. For example. If DubSEO were mentioned in an article that is about SEO, the fact that the brand name was mentioned in an article which has the keyword SEO or a variation of it, then we will get the ranking benefit from this search keyword or phrase.

Comment spam

This identified as a black hat SEO technique which involves an user leaving comments on websites in order to gain a backlink without adding any actual value to the discussion. Comment spamming is often automated by bots, however, you can stop them by using CAPTCHA on the website.

Competitor Research

An SEO technique that is widely practised where you look at your online competition and their SEO efforts. As an example, you can research a keyword that they are currently targeting or identify any link building opportunities. This strategy can save you a lot of time as you can simply replicate their SEO efforts.


This is referred to text, images or videos on a website.

Content Farm

Content farm is often referred to as the mass production of low-quality content designed to increase search traffic and ad revenue.


Conversion can be defined in a few ways. If you owned an e-commerce website, then your aim would be to make sales. In your case, this would be the definition of conversion. A conversion can also be when the goal is to collect information from surveys and a visitor participates in the survey.

Conversion Rate

The conversion rate of a website can be calculated by defining the initial goal and comparing it against the number of visitors to the website. The conversion rate is very often defined as when a sale is made or a lead is generated. It is often given as a percentage.


Cookies are stored website data to the user's browser. This data is trackable and can be used for a variety of different things. One of which is making the browsing of this particular website faster in the future.

CPC (Cost Per Click)

The amount of money that is paid by the advertiser when a user clicks on their advert. The cost is determined by a number of factors. To name a few, the cost will depend on the competitiveness of the targeted keywords or the popularity of the website that the advert is being displayed.


Crawl can be defined as an automatic search engine bot which is responsible to index popular websites on the internet.

Crawl Budget

Just like ‘Crawl’, Crawl Budget is a concept that allocates a certain amount of time to an automated bot which has the responsibility to crawl and index a website with the idea of placing a greater emphasis on onsite optimisation.


An SEO crawler is an automated computer program that constantly reads and indexes web pages and websites.

CRO (Conversion Rate Optimisation)

An attempt to improve a websites’ conversion rate. It can often be done by increasing the call to action buttons, more engaging content, a simpler website for simplified navigation and more.

CSS (Cascading Style Sheets)

CSS describes how HTML elements are to be displayed on the screen, paper, or in other media. In simpler terms, it works on the aesthetical side of things.

CTR (Click Through Rate)

CTR can be referred to the percentage of people who click on a link or an image compared to the amount of impressions(people that have seen) the image or link gets. This metric is often used to determine whether an online advert is effective according to the initial expectations.

D .


De-Indexing can be referred to a website that has been removed from the search engine database. This often happens when a website is practising actions that are against the search engines’ policies. As an example, black hat SEO practices often result in ranking penalties or a complete removal from the search engine index. When a website is de-indexed, it will not show in the organic search results at all, even when the search query contains the exact URL.


A deadlink is when a hyperlink within a web page doesn’t work. This can happen due to various reasons. One of the most popular ones are that the hyperlink destination is no longer active on the internet, issues with the links’ code or the web page that contains the link is no longer working.

Deeplink Ratio or Percentage

The total links directing an user to the inner pages of a website in relation to the total link directing an user to any other page on the website.


Deeplinks are links which point to the webpage that is not the homepage of a website. A website that only possesses links which direct users to their homepage can significantly damage their ability to rank as the algorithm can treat the website as a website with thin or invaluable/spam content.

Direct Traffic

Direct traffic can be referred to website visitors that have reached the website directly by typing in the URL in the browser, rather than entering the website through a keyword or a phrase via a search engine or an advert.


A directory is when a website only exists to benefit other businesses. An example of such website would be Yelp.

Display Advertising

Display advertising is promoting a product or a service on websites, applications, social media channels and other platforms by using text, images, video and audio. The main purpose of display advertising is to further encourage a web user to take a certain action.

DNS (Domain Name System)

DNS can be referred as the Internet equivalent of a phone book which is a system by which computers make sense of web addresses like www.dubseo.co.uk


A domain is a unique web address that is used to be identified among the rest of the websites on the world wide web.

Domain Authority

DA is a search engine ranking score that was developed by Moz which can predict how well a website will be able to rank on search engines. It was developed to rank website domains on a score out of a 100 (100 being the highest score).

Domain Name

A domain name is the combination of different characters which make up the unique address from which a web page or a website can be accessed.

Domain Name Server

A domain name server is responsible to connect the user to their destination website or address from the global network of DNS. Please refer to ‘Domain Name System’

Doorway Page

A web page that is designed with the whole purpose of attracting visitors from the search engine and redirect them to another page. It is a form of a landing page that is highly optimised to encourage visitors to take a certain action. Doorway pages are against the Google policies and guidelines due to the fact that they offer minimal value to the users. Those types of pages also use exact match domains, keyword stuffing and often have a poor design.

Drop Off

A drop off simply can be referred to when a user has left your website and the flow of pages you have defined. This term is commonly used when accessing Google Analytics.

Duplicate Content

Duplicate content is when a website or a webpage displays exactly the same or extremely similar content as another page or website.

Duplicate URL

Duplicate URL is similar to duplicate content meaning that when the exact same content from website A is used on website B (making it duplicate content), it is also referred as Duplicate URL.

E .

E-Commerce (Electronic Commerce)

Electronic Commerce is referred to when an user purchases something on the internet. It most commonly is from a website, however, app purchases are also considered to be a sort of E-Commerce. In simple terms, it’s very much like retail but online.

Earned Links

Earned links refers to when a website earns new links through the provision of content or design that other websites naturally link to. It is considered a healthy practice and is a sign of high-quality content. Please refer to ‘linkbuilding’ in order to find another method of gaining links.

EMD Update

The EMD update was rolled out by Google in 2012 and was responsible to reduce the influence of spammy exact match websites.


Everflux is referred to the consistent changing of websites in the Google result pages due to the constant crawling, indexing and ranking of websites across the web.

Evergreen Content

A term widely used in SEO which describes content that will no decrease in value over time. An example of evergreen content would be this definition unless the definition of the word changes at some point in the future.

External Anchor Text

A hyperlink that is a text with a clickable link on it which will direct you from the current page to a different website.

External Link

External links are links that point to a web page from another web page that is not on the same website. For example, if another website was to link to our website, then that would count as an external link.

F .

Florida Update

Florida was the first update rolled out by Google which got real air time and truly shocked the webmasters’ community.

Followed Links

Links are typically ‘followed’ as there cannot be a ‘follow’ tag that can be placed on a hyperlink. It’s only due to the ‘no follow’ tag that links that don’t have this tag are defined as ‘followed’

Forum Spam

It is a method that is widely practised across the web where users drop spammy content with links with the whole purpose of manipulating other users, and, therefore, increasing their backlink portfolio.

Fred Update

The ‘Fred’ Update was initially released by Google in March of 2017 without any notice. It was reported that the update was directed at content heavy websites which affected their ad revenue.

G .

Gateway Page

Gateway Page is just another word for a doorway page.

Google Algorithm

A complex program that Google have developed in order to determine how they should rank websites in their search results of any given search term, phrase or sentence.

Google Analytics

Google Analytics is a platform that webmasters can use for free in order to track and analyse data from their websites. Google Analytics require a unique piece of code to be put into the code of each individual website so that then it can track every activity and engagement on the website. From Google Analytics, you will be able to determine data like bounce rates, visitor counts, length of sessions and other so that you can find out places that need improvement on your website to better the user experience.

Google Authorship

Google Authorship was a part of the Google+ social network which allowed authors that created content to link their content with their G+ social media profile. Google provided this feature for over 3 years, however, after its trial, it was removed for good in 2014.

Google Bot

The Google Bot is a program that is used by Google which crawls the internet and indexes every piece of information 24/7 and in real time. These smart bots are also able to travel between hyperlinks which make them a lot more efficient.

Google Bowling

A technique that is not in accordance with the Google policy which webmasters use to significantly affect a websites’ ranking by purposefully engaging in bad practices in order to receive multiple penalties.

Google Carousel

In simple terms, the ‘Google Carousel’ is the 2.0 version of the ‘one-box’ development which was removed for local search results in 2014. The carousel used to be displayed on the top of the Google search results, mainly focusing on local SEO.

Google Dance

The Google dance used to be a period of time during each month where Google would update their web servers and add all the new information that was indexed during this time. This function is no longer in operation as Google have rolled out a new update which now crawls and updates the search engine 24/7 and in real time.

Google Direct Answers

The Google Direct Answers is part of the ‘One-Box’ system which provides users with an answer to their question by picking out the most valuable information from the web and presenting it to them directly on the first page, often without the user having to scroll to look for it. It is heavily linked with the Hummingbird Update which was designed to do just that.

Google Disavow Tool

A tool that was rolled out by Google which allows webmasters to inform the search engine of any links that they want to be ignored by Google. This tool is mainly used when a website has already received a penalty by Google and desires to be within Google’s White Hat SEO practices. Some webmasters even use it before they get a penalty in the hope that they will not be punished for infringing the search engine policies.

Google Display Network (GDN)

A global network of websites that have opened advertising space for advertisers. Google collects all this information and acts as the middle man between the webmaster and the advertiser. Google will then find a suitable advert for the website and display it in accordance to the type of the user and the cost of the keyword etc. In simple terms, it matches a website with the advertiser so that the advertiser can target the user that is visiting the website. It does all the hard work for you.

Google Index

Google has a massive database of information for every website and domain on the internet. It has an inbuilt system or a ‘bot’ which crawls throughout the internet 24/7/365 and indexes everything from A to Z. This system was rolled out so that the information that is indexed is better organised and structures which ultimately helped the search engine deliver better and higher quality search results to the user. Please refer to ‘Google bot’ for more information.

Google Keyword Planner

The Google Keyword Planner is a tool provided by Google which helps advertisers plan out and find out more about particular keywords that they are planning on targeting in the upcoming SEO campaigns. From this tool, you will be able to find out the volume, competition and average cost per click for a chosen term or a keyword.

Google Local Listing

If your website is listed on Google, then anyone in the area who searches for a company or a business that relates to yours will show up. Google will most commonly display a box with all the most relevant local listings for that particular keyword or phrase.

Google OneBox

A system developed by Google which is responsible for providing the user with all the essential information without them having to scroll down. It’s a very similar concept to Google’s Direct Answers. An example of this system is when you search for a popular celebrity and all their essential information like name, date of birth and a snippet of their biography appear within a small box on the right side of the Google results page.

Google Penalty

A consequence assigned to a website due to infringement of the Google regulations. Penalties are often assigned by an AI or manually by a webspam team which work on websites that have been heavily reported by users. The penalties often impact the website SEO resulting in reduced ranking or complete removal from the search engine search results depending on the severity of the infringement.

Google Plus (G+)

Google Plus is a social network that was created by Google. It allows businesses to provide things like location and opening times to their followers to know. Not long ago, Google+ was an essential part of SEO, however, it no longer has any influence.

Google Sandbox

A theory that isn’t publicly announced or confirmed by Google which puts ranking limitations on new websites for an unknown period of time.

Google Update

Updates that have been released by Google in order to change, replace or better their search engine services to both webmasters and users.

Google Webmaster Guidelines

Rules that have been publicly announced by Google which must be followed by webmasters in order to make their websites more likely to rank higher on the search results pages of Google.

Grey Hat SEO

Grey Hat SEO defines SEO strategies that are used by webmasters which are considered borderline with the search engine regulations. Techniques that fall under the Grey Hat SEO are often loopholes that Google have not yet announced as being Black Hat SEO and against their regulations. If you desire to be in the clear, then we do not recommend that you practice any strategies that fall under Grey or Black Hat SEO.

Guest Blogging

Guest blogging has become a very often practices link building method. Guest blogging is when a third party provides content to a different website of their choice in order to build their link portfolio and better their authenticity, reputation and SEO ranking on the internet.

Guest Post

Please refer to ‘guest blogging’ to find out more. A guest post can be defined as a piece of content that has been written by a third party person on a website. In simple terms, content provided by someone who isn’t associated with the business.

H .

Heading Tags

The heading tags are HTML tags which refer to the size of text on a web page. They start from H1, H2, H3 and so forth. The H1 tags are most common as they are considered to be the most powerful for targeting search keywords rather than the H3 tags, which make text larger; usually used for headings and titles.


Hit is most commonly referred as to when a user visits a website or a web page


The home page is typically referred to as the main page of the website. Some people call the home page, the landing page, the most important and powerful page on the website in regards of keywords. It is the page where the website visitor can start their journey on the website and navigate through it.

Html (Hypertext Markup Language)

HTML is one of the most basic programming languages on the internet and is the foundation when developers are creating a brand new website.


HTTPS is an extension of HTTP, making any exchanges in communication secure between website visitors and websites on the web. The HTTPS has the responsibility to authenticate websites and encrypt information between clients and servers in order to protect both parties from being attacked by hackers.

Hummingbird Update

The ‘Hummingbird’ update is the latest algorithm update from Google which was officially released in 2013. It focused on the conversational search terms and phrases rather than simply keywords or singular words. Many believe that this algorithm was rolled out by Google in order to enhance and prepare the search engine for the significant increase that was expected in voice-activated searches from smart devices like mobile phones.


A hyperlink is a text or a phrase within a piece of content that is clickable and can direct the website visitor to another destination on the internet.

I .


The iframe tag is most commonly used to embed a document within a different document. This is often used by developers on websites which desire to display content from a third party source without the website visitor having to visit another page or leave the current website.


The term ‘impressions’ can have a few different definitions on the internet. Most often, it refers to the number of times something has been seen on the internet. If you have an advert on Twitter for example, and 50 people scroll through it, then that would count as 50 impressions. It is not to be confused with hits as that is completely different to impressions.

Inbound Link

An inbound link is the same as ‘external link’. It is a link to a website from a different domain.


Please refer to ‘Google Index’ for more information.

Internal Anchor Text

Internal Anchor Text is referred to clickable text, just like hyperlinks which point to the same domain.


Indexed is a term most commonly used by search engines in SEO. When a website is ‘indexed’, this means that the website has been crawled by the search engine and has been added to the database to be accessed by users that search for things that relate to the websites’ content.

Information Architecture

The information architecture is a term within SEO which refers to the structure of a website. Webmasters which have a clean and simple information architecture will not only have an improved SEO but will also improve the user experience on their website.

Informational Searches

Informational searches is a term which refers to when an user generates a search query on Google with the sole purpose of finding information about something, rather than it being a transactional or navigational search phrase.

Inner Page

An inner page can be any page within a website that is not the homepage. The inner pages are separated by a / in the URL. As an example,https://www.dubseo.co.uk/web-design-company-london

Internal Links

Internal links are essentially hyperlinks that direct website visitors to another destination within the same website.

Intrusive Interstitial Penalty

A vital update that was rolled out in 2017 by Google which punishes websites and pages that allow pop-up adverts which are found to be damaging to the user experience when using mobile devices.

J .

John Mueller

John Mueller is a very important person within the SEO community. He is a webmaster trends analyst and is worth listening to.

K .

Keyword Cannibalisation

A term that refers to a word that has been used too many times on different pages on the same domain. It is a very similar concept to duplicate content which confuses Google, making it difficult for the search engine to figure out which page to provide as a result to the user.

Keyword Density

Keyword density is referred to the percentage of time that a particular keyword has been used on a website in comparison to all the other words. It no longer affects SEO and, therefore, it should be disregarded.

Keyword Domain

Please refer to ‘Exact Match Domain’ to find out more.

Keyword Research

A very commonly practised method of identifying the keywords that will be used within an SEO campaign. The Google keyword planner is one of the most valuable SEO research out there when brainstorming keywords that you desire to target during your campaign. We encourage that you thoroughly research every keyword possibility as they are of a vital part to the potential success of your SEO campaign.

Keyword Stuffing

Keyword stuffing is a spam strategy that is used by webmasters without making much sense or being used without actually having a place within the content, making them ‘unnatural’. Keyword stuffing is an accumulation of keywords that are used regardless of the value they bring to the user in order to increase the SEO potential of a website or a web page.


Keywords is a term that defines a word or a phrase. It is considered to be of high priority in comparison to all the other words in an SEO campaign. Keywords are known to be the most influential words or phrases within the campaign as they are expected to drive the most result.

Knowledge Graph

The knowledge graph is similar to the Latent Semantic Indexing which is a process where Google collects data from every user in order to understand how people search and how everything is connected. In simple terms, understanding and finding patterns in consumer behaviour so that they can make their service more efficient. An example of that would be when someone searches for ‘Cristiano Ronaldo’, then Google might give you a suggestion of other footballers that people often search for.

L .

Landing Page

The ‘Landing page’ is the page which the visitors first sees when visiting your website. This is often the most engaging page on the website that often encourages the visitor to take some sort of action or be redirected elsewhere.

Latent Semantic Indexing

The LSI is a mathematical method that was first developed in the 1980s. In relevance to SEO, LSI is responsible for being able to separate the relevance between search terms and the proximity to one another on the internet. For example, with time, Google will learn that link spamming and black hat SEO are related to keywords and phrases as they are both mentioned hundreds of times in different SEO related articles. Co-occurrence is quite similar to the LSI theory as they both target search phrases without actually using the phrases or at least in theory.

Lighthouse PageSpeed Insights Update

In 2018, Google rolled out the 5th version of the PageSpeed Insight API. In this most recent update, it now utilises Lighthouse and the data provided by the CUER (Chrome User Experience Report).

Link Bait

Link baiting is related to generating content on a website which will eventually earn more links from other websites on the internet. Although content is most commonly produced for link building, most people use the term ‘link bait’ to define the purpose behind it which often involves the controversy that it is much more engaging in the hope to encourage people of sharing it.

Link Building

Link building is one of the most common SEO practices on the internet. It is when a webmaster is actively looking to generate more leads for their website. Many SEO agencies who claim that they can get their clients many quality links naturally are often lying and the process behind it is completely unnatural, resulting in SEO damages and further ranking complications.

Link Decay

Please refer to ‘link rot’ to find out more.

Link Dropping

Link dropping is a black hat SEO strategy where automated systems or bots crawl the internet to find websites, blogs and forums where they can leave comments or posts that allow them to include a link, often a spammy link that has the purpose to drive traffic to a pre-selected destination.

Link Equity

Link Equity can be referred to how strong a website in relevance to the followed external links that are directed to the website.

Link Exchange

A common SEO practice between two websites which agree to link to each other’s websites in order to gain quality links. A common SEO link building practice that is not a black hat SEO tactic.

Link Farm

Link farming is a strictly prohibited black hat SEO technique and can get your websites’ SEO seriously damaged. It is commonly practised by webmasters who create websites in bulk that link back to the main website despite the bulk created websites not linking to each other in any way. In other words, they are created to manipulate Google’s SEO algorithm.

Link Hoarding

Link hoarding is often known as ‘PageRank hoarding’ due to the rel=”nofollow” attribute that webmasters can apply to links in order to retain as much of their PageRank as possible.

Link Juice

Link juice is a term that refers to the value that is given to another website when both websites successfully link together. In simple terms, the more powerful, authentic and higher ranking a website is, when linked to another website, it will pass more ‘link juice’ due to the authority it has built in the search engine.

Link Metrics

A link metric takes everything into account in order to determine the value of a link or a Website.

Link Network

A link network is heavily used by spammers in order to build up their link portfolio at an unnatural pace in order to achieve their SEO goals. This network is made up of spammy websites and while they appear ‘natural’, they are not and are linked together in order to boost the number of inbound links that each website has, which ultimately influences their Google ranking for good, unless they get caught out. You can recognise such websites due to their poor designs and thin content.

Link Rot / Link Decay

Once a website or a link is created, it doesn’t mean that it will be on the internet forever. Websites and web pages often get taken down or altered for various reasons. If you are an accountant for example and provide statistical information, then the link decay process will be much quicker as the information will become irrelevant quickly as regulations and numbers are changed by the government all the time.

Link Schemes

Please refer to ‘Linkspam’ for more information.


Link spam is a link building strategy that is most commonly used by spammers in order to increase their SEO rankings through algorithm manipulation.

Load Speed

Load Speed is referred to the amount of time that it takes a user to load a webpage fully.

Long Tail (keywords)

Long-tailed keywords is referred to when an user uses a sentence or a longer phrase in order to find something on the search engine. These ‘long tail’ searches are often a lot more targeted and have a significantly less volume than the more generic, single word searches. As an example, instead of searching for ‘PC monitors’, users will search for 144HZ PC monitors for sale near me’. The longer tailed keywords are becoming a lot more common as voice searches have increased and now make up ¼ of the Google searches.

M .


Just like E-commerce but when transactions are made solely through a mobile device.

Maccabees Update

An update that was publicly released at the end of 2017 which was designed to solve issues regarding over-optimisation, mainly focusing on websites which have more landing pages than considered normal. This way, the website could target multiple keyword permutations.

Majestic SEO

Majestic is a data analytics and insights provider which rivals with Moz who are the creators of the TF and CF tools that aid in creating and the management of SEO campaigns.

Manual Penalty

A manual penalty is a penalty that is enforced by an individual instead of a computer. Manual penalties are enforced when the computer cannot decide alone whether an issue should be punished or not.

Matt Cutts

Matt Cutts is the head of the Google’s webspam team. His influence is so big that when he has news about a potential Google update, the SEO world listens closely as everyone can be affected.

Medic Update

An update that was rolled out by Google in the 3rd quarter of 2018 which focuses on websites that are within the medical and healthcare industry.

Meta Data

Metadata is the summary of all the information that a website has in regards to meta tags and keywords.

Meta Description

The meta description is an extension to the title tag which appears on the search engine results page directly below the title itself. Although Google does not consider the meta description as a tool that could better rank a keyword or a phrase, it is a very important piece of content as the user is able to quickly decide whether that piece of content provides the information that they are looking for.

Meta Keywords

The meta keywords area is a piece of code where relevant keywords to the page can be inserted. Google no longer take into consideration this type of information when ranking a website.

Meta Tags

The meta tags are the information which provides more insight into the content of a given page. It is used by search engines to display a snippet of information about the website to the user.


A metric provides some sort of value or a parameter in relation to SEO that can determine the success or failure of a given matter.

Micro Data

Micro Data is the term given to an action which involves the embedding of data about a web page to specific parts. It helps search engines understand the content on a website or a web page better.

Mobile Friendly Update

An update which favoured websites that have successfully adapted and started to display their website content correctly on mobile devices.

Mobile Speed Update

A Google update which improved the mobile search algorithm which started to favour websites that load quicker on mobile devices.

Mobile-First Indexing

An update that Google announced in 2016 which switched the algorithm to prioritising content that is displayed on mobile over desktop devices, ultimately affecting everyones’ SEO if they don’t adapt.

Mobilegeddon (#Mobilegeddon)

A mobile-friendly update that was announced in 2015 which was called mobilegeddon.


Moz is one of the most popular inbound marketing platforms on the internet providing web services like the open site explorer.

N .


NAP stands for name, address and phone and is used in reference to how an online site or a business’s contact information is found on the internet.

NAP Consistency

The NAP consistency is referring to whether an online site or businesses contact information is the same across the entire web or whether it differentiates from website to website. If the NAP consistency is low, then this can affect the local SEO of a website as it is deemed as a basic SEO requirement.

Navigational Searches

A navigational search refers to when an users uses a particular term or phrase on the search engine with the whole purpose of reaching a pre-planned online destination. An example can be ‘Nike Womens Shoes’

Needs Met Rating

A metric that was originally designed by Google and used to figure out the helpfulness of a particular search result. The metric rates the relevance of a search result on how satisfying it is for the user.

No Script

The ‘No Script’ tag is an alternate displayed content for users that have disabled scripts in the browser.

Nofollow (rel=“nofollow”)

The nofollow value was formally created by Matt Cutts in 2005. When assigned to the rel attribute of an HTML element, it will notify the search engine that a particular hyperlink should not affect the SEO ranking as it is supposed to prevent search engine bots from following a link and crawling the destination website.


The ‘noindex’ term refers to a meta tag that can be added to the HTML source code of a website in order to prevent search engine bots from indexing a web page. The page will still be available to be accessed and navigated to by normal online users.

O .

Offsite SEO

Offsite SEO describes the work that has been done outside of the website which directly benefits the website by bringing in more traffic from outside sources. The most common offside SEO practice is the utilisation of social media and link building.

Onsite Optimisation

On-site optimisation is when the webmaster follows practices in order to better the SEO of the website. This might include things like filling in the meta data, working on the loading speed of the website, website architecture, quality of content and other.


Opengraph is an API that was rolled out by Facebook which helps developers to connect their websites with the Facebook platform.


An example of an open source software would be WordPress that is publicly opened to be edited by anyone in order to achieve a desired result. It is something that was developed by the community rather than a private organisation.


Organic can also be described as natural. When it comes to SEO, organic means something that comes naturally and is not influenced by manipulation or in exchange of a transactional value; in other words, advertising efforts.

Organic Link

Please refer to ‘earned links’ for more information. In simple terms, organic links are links which happen naturally without being forced or manipulated into working together.

Organic Ranking

Organic ranking is displayed results by the search engine which have not been paid for by a company or an individual.

Original Source

Original source is a meta tag that is most commonly used in conjunction with the syndication-source which is responsible for showing which website published the original story first.

Outbound Link

A link on your website which directs the user onto another website or domain

Over Optimised

When a webmaster uses a practice more than usual like having more than one landing page in order to trick the system in an effort to achieve a better SEO ranking. An example would be the use of the same keywords on multiple occasions within the same piece of content on the same web page.

P .


A page is referred to a singular page within a website. It is not to be confused with a website.

Page Authority

Page authority is a metric designed by Moz which determines how likely a web page is to be ranked on the Google search results. The PA can be ranked on a scale of 0 to 100.

Page Layout Update

Often referred to ‘Top Heavy Update’, it is developed to penalised websites which have excess advertising on their pages. The update also monitors how content is displayed to the user, ultimately affecting the SEO if guidelines are breached.

PageRank (also PR)

PageRank is an algorithm created by Google which gives out a score between 0 and 10 to every website that they have indexed. It simply determines the value of the links directing to a particular website.


Can simply be defined as the number of times a particular page has been visited by online users.


Painlinks is a link building strategy which refers to when a website pays a more valuable third party domain for a followed backlink which points back to their domain in order to gain authenticity in the search engine. While link building is at the core of SEO, paying for links is prohibited by Google and other search engines and website that practice such activities can suffer significantly from penalties if caught.

Panda Update

The ‘Panda’ Update is one of Google’s biggest updates to date and is mainly designed to prevent on-site spamming. Since Google have started to focus more on customer experience, they have released the update to put additional pressure on spammy and invaluable content, ultimately strictly punishing anyone who doesn’t meet the guidelines.

Penguin Update

The ‘Penguin’ update works together with the ‘Panda’ update and focuses on penalising websites that have been linked to link spam. This update was rolled out by Google in April of 2012.

Phantom Updates

Phantom Updates are updates by Google which have been released without any warning or explanation. They are rare, however, they often have serious consequences for websites that have been caught out under those updates.


PHP or Personal Home Page is a programming language mainly used by Linux Web Servers.

Pigeon Update

The ‘Pigeon’ update was officially put into practice in 2014 which had a goal of improving the local search results based on the user’s location.

Pirate Update

An update rolled out by Google in 2012 which was designed to penalise websites with a number of copyright infringement notices

Plug Ins

Plug Ins are often installed onto a software in order to provide a certain additional functionality.

Possum Update

‘Possum’ is a name given to an unconfirmed but documented update by Google which happened in 2016 and affected almost ? of local searches.

PPC (Pay Per Click)

The Pay-Per-Click is a bidding advertising model that is mainly used to direct traffic to a website. PPC adverts can be any type of digital adverts and can also change its ‘owner’ depending on who pays more per click. PPC advertising is most commonly associated with search engines.

Preferred Domain

A prefered domain is referred to a canonical domain or a domain which the webmaster prefers to be indexed by the search engines.

Q .

Quality Score (PPC)

QS is a term that can significantly influence the ranking and the price of an advert. It is scored on a scale between 1 and 10 and is mainly based on the relevance and use of the website to the user for a particular phrase or keyword.

Quality Update

An update that was not formally announced. In simple terms, it rewards websites with valuable content and good user experience.


A query is when a computer requests information from a database regarding a particular action. An example of a query is when someone searches for something on a search engine.

R .

Rand Fishkin

Rand Fishkin is the Co-Founder of moz.com and co.author of “The Art of SEO”. He is one of the most known people within the SEO world behind his colleague, Matt Cutts.


Rankbrain is a form of Artificial Intelligence that was tested by Google in conjunction with the Hummingbird algorithm. It was responsible to deliver more targeted search results that have never been entered into the Google search engine before. According to recent information released by Google, over 15% of all searches are uniquely new.


In regards to SEO, ranking is the number or position where a website or a web page is ranked within Google’s search results pages for a particular keyword or phrase.

Reciprocal Linking

A term used to describe when two websites are linked to each other. This activity is not considered as spammy, however, if proactively developed, it can quickly become one.

Reconsideration Request

A request that is sent to Google by the webmaster when they receive a penalty due to the infringement of the Google policies. A request is put through to Google when the website is reviewed and cleaned up from any spam that Google have spotted. Once the check is done, Google can free the website from any restrictions caused by the penalty.


Please refer to ‘301 redirect’ and ‘302 redirect’. It is a piece of code that is automatically displayed to the user and redirects the visitor to another page that is responsive.

Referral Traffic

Website traffic that has been directed from another website. Referral traffic is traffic that was driven from a social media network or a third party website to another website.

Rel Attribute

A line of code which developers use to specify the relationship between two different documents.

rel=canonical tag

An attribute that developers use to identify the webpage where its original content is located.


In regards to SEO, relevance is a term that describes the content and how up to date it is. The lower the relevance of content, the likelier the website is to rank lower due to outdated information.


Remarketing is when advertisers use third party websites to display their adverts. It is most popular amongst e-commerce businesses. It also runs on Pay-Per-Click basis.

Reputation Management

A very important aspect of online business operations. It involves practices which monitor and manage the online reputation of the company by pushing out more positive material higher up in the search results so that users don’t get put off from any negative feedback or hate comments. Webmasters often engage in Black Hat techniques like ‘Google Bowling’ in order to achieve this effect.


Retargeting is an advertising technique which displays adverts to users that have already engaged with your adverts and products or services in one way or another. Facebook is the most popular platform that is used for retargeting purposes.

Reverse Panda

Please refer to the ‘Quality Update’ and the ‘Phantom Updates’.

Rich Snippets

A rich snippet is additional data that is attached to content in order to enrich it. It was introduced into Google’s algorithm in 2009, making rich snippets become an essential part of SEO as they provide more insight into the content without the user having to click on the website or leave the results page. A rich snippet would be things like pricing of products and such.


Robots are computer automated programs which operate based on orders from their developers. Please also refer to ‘bots’ for more information.


A file which is placed on the website so when robots visit the website, they have direct instruction on what to do. Those instructions can prevent the bots from indexing specific pages or request the search engine bots to visit your website on a set period of time.


ROI stands for return on investment. In simple terms, regarding SEO, if you spend £500 on a Facebook Advert, you would expect a return on your £500 investment. After the investment is spent, if you have made £3000, your ROI would be £2500. In simple terms, ROI is the money that you have made from the money that you have invested.

RSS Feed

An online feed which collects all the information from different sources into one place. Imagine a Twitter timeline which can collect data from sources like Skysports and CNN in a single place for you to access. RSS stands for ‘Really Simple Syndication’.

S .

Schema Mark-Up

The Schema Mark-Up is a labelling system that provides the search engine with more data. It is structured data that can be provided to the search engine from a particular website in order to give the user more information once their query is relevant to the one on the website. Please refer to ‘rich snippets’ for more information regarding this.


The Schema.org is collab between Google, Yahoo and Microsoft which was organised in order to provide a markup language.


Scraping is a term that is used to define when an automated bot or a webmaster is taking content away from another website for self-benefit. While it scraping is not considered a spammy strategy, labelling the stolen content as yours is considered spam.

Search Engine

Search Engines are programs with data of a humongous scale which allow online users to search for literally anything that comes to their mind. The main three search engines in the world right now are Google, Yahoo! And Bing.

Search Query

A search query is referred to a keyword or a phrase that the user has put into the search engine in order to generate results.

Search Results

Search results are the information or content that is shown back to the user after they have entered the keywords or phrases into the search engine in order to find a particular piece of content or information.

Search Term

A search term is exactly the same as ‘search query’.

Searcher Intent

A principle which ensures that the keyword research that you are undergoing is efficient enough so that your SEO campaign can bring you the best possible results. This principle is most commonly used to identify the consumer behaviour and their intents when they search for a particular keyword or phrase on the search engine.

SEM (Search Engine Marketing)

A very common practice which advertisers use to gain exposure of their website by purchasing the services offered by the search engines. This is most commonly known as PPC advertising.

SEO (Search Engine Optimisation)

SEO is a term that describes the practice which a webmaster is practising in order to increase their website’s ranking on Google or any other search engines results pages by utilising different strategies.

SERP (Search Engine Results Page)

SERP is the web page on the search engine that comes up once an user has searched for a particular keyword or phrase. Generally, Google returns around 10 results per page excluding the PPC adverts.


A session is a metric on the Google Analytics tool which represents how long a user has spent on a particular domain. Users can also have multiple sessions when they have multiple tabs open, however, the maximum limit for a session is capped at 30 minutes.

Site Structure

Website structure refers to the way that a website is designed both how it’s displayed to the user. This also includes the back-end that the user doesn’t see. Site structure is incredibly important for SEO and should be seriously considered when a webmaster is designing a website.


Site links are links shown under the main link which allow the user to access the internal pages of a website straight away if they consider them valuable.


A sitemap is an incredibly important aspect of SEO. It is a page which documents how each page on the website is laid out, helping the search engine bot to easily navigate through the website and index the entire website from a single page.


A slider is a commonly used method of displaying pictures which are able to rotate on a web page. They are most commonly used on the homepage of the website.

SMM (Social Media Marketing)

Social Media Marketing is an extremely popular method in which businesses utilise the use of social media to provide additional exposure to their products and services, and ultimately, generating more leads or providing additional help into reaching their objectives. Some of the most popular social media platforms include Facebook, Instagram, Twitter, LinkedIn and Pinterest.


A summary of the latest events around the world which have been put on the searchengineland.com. Those events are heavily focused on search engine marketing.


A snippet is a piece of content that can give the user a preview of an article or a video without them having to read or watch the entire video. It is very much like a trailer of a piece of content.

Social Bookmark

A method that many users using the internet make use of. It is a tool which allows them to bookmark websites into their browser instead of them having to memorise the URL or write it down on a piece of paper. On public websites, social bookmarks provide a backlink and because of this, many spammers make the use of it.

Social Sharing

The process of sharing a piece of content from a website to a social media platform. For example, you can share this piece of content to your Facebook timeline and this would be considered as ‘Social Sharing’.


If you browse the web, you will discover quite a few definitions of spam. Internet spam can be anything from irrelevant content which has no actual value to the online community to straight-up sales pitch automated comments on blogs and forums. Spam is very often a very low-quality content which is most often used for self-benefit of some sort. In regards to SEO, many webmasters use spammy content that is of low quality and high in volume in order to achieve their SEO objectives. Spam is a black hat SEO strategy and is not appreciated well by search engines; often damaging your SEO potential than actually helping it for the long term.

Spam Score

The spam score metric ranks spam flags websites on the score of 0 to 17, 0 being the best. These indicators can help you improve your spam score and therefore, your SEO ranking.


A spammer is an online user that engages in spreading spam content on the internet.

Spammy Guest Blog

Guest blogs started to take off a while back in the day and were used as a legitimate link building method. Not long after, webmasters started to ignore the quality of content and focused more on link building by generating a lot of low-quality blogs for the content volume sake.


A spider is just like a bot. It is an automated program which is used by the search engines to index information from around the internet.


Spinning is referred to a webmaster or an automated bot with scrapes content from another website and simply re-writes it. Spinning is a low-quality practice that is used by spammers.


Splog is referring to a blog that is spammy or of low quality. Splogs are used to manipulate the search engines by unnaturally providing a bulk backlinks to other websites that want to improve their SEO rankings. They are very easy to spot as often consist of little user engagement and are stuffed with content which often makes no sense or brings little to no value to the reader.

Static Content

Pretty self-explanatory; static content is content that doesn’t get edited or change ever. Something similar to a Twitter feed that cannot be edited, only deleted.

Structured Data

Structured data is information that has been well organised so that it can be accessed easily by the user. When it comes to SEO, structured data is important for the search engines so that they can better display results and information for the user.

Syndication-Source Tag

This is a type of a meta tag that was released by Google which gives websites the ability to label their content as ‘scraped’ from other websites for users to know. For example, if you have a news website and you scrape the news of another news website, you can simply credit them this way.

T .

Text Link

A text link is also widely known as ‘Anchor Text’ and is a clickable text, very much like a hyperlink

The Fold

The ‘Fold’ is a term used to define the space on a preloaded website where the user is able to see information before scrolling down. Anything below this point will require the user to scroll down to access more information. The term originated from newspapers as they are usually folded in half and as a result from that, only a particular bit of it ‘above the fold’ was seen by the reader, thus making it more attractive to advertisers.

Thin Content

Thin content is information on a website that has little to no value to the user. Thin content is often used by spammers to quickly add content and therefore keywords to their website in order to achieve a better ranking on Google. This strategy can get your website penalised quite significantly.

Time Decay

A term that is most commonly used in reference to the relevance of content. If a piece of content is very specific, then it most likely has time decay. An example of that would be accountant information about Tax. Those change almost every year, therefore, making the content have a time decay period which will quickly make it irrelevant.

Title Tags

Title tags are used to define the content on a web page. Keywords are often heavily used in the title tag to drive SEO results and, unless they are changed by Google, then whatever the title tag is, that is what will be seen in the search results.

Top Heavy Update

The ‘Top Heavy Update’ is the name given to an update which was rolled out by Google to improve the user experience by limiting the number of adverts that are displayed to the website visitors when they visit a particular website.


Traffic can be referred to the people who visit a website. It doesn’t necessarily have to refer to people as bots often visit website to crawl information and are mixed in with the normal traffic, despite them being considered spam traffic.

Transactional Keywords

Transactional keywords is commonly referred to a search query generated by an user with the purpose of finding something to buy. An example would be, ‘womens nike shoes’.

Trust Flow

Trust Flow refers to the quality, authority and value of websites that are linked to a particular website, ultimately measuring how trustworthy a page is. Websites are scored from 0 to 100 and the trust flow analyses the ability of a website ranking high on a search engine based on their backlink profile.

U .

URL (Uniform Resource Locator)

An URL is referred to a unique web address that users use to reach their desired destination.


A user can be referred to a person that is using the internet.

User Acquisition

A term used to describe how a website attracts and engages with users on the internet. It is a term that is often used within advertising and marketing on third party websites, however, it can also be referred to how a website converts its customers.

User Engagement

User Engagement is a term that summarises how an user is acting from accessing your content. There are different levels of engagement. Some people could read your content or watch your video while others can be commenting, sharing or liking what you post. Overall, the moore user engagement you have, the better for your website as it gains authority and credibility.

User Experience (UX)

UX refers to the overall experience an user has when they are visiting your website. UX takes into accounting everything from your websites’ ease of navigation to the value of content that you provide. In the end, the better the user experience you provide, the more returning customers you will have in the future.

User Flow

A method of which the visitor is naviating and the path that they may take while they are on your website. Designers often use to analyse the user flow in order to adjust websites and increase the conversion rates by identifying the key bounce off points.

User Generated Content

User generated content is pretty self explanatory. It is content that was created by the user. An example would be comments left under a video or a product review on your website.

User Intent

User intent, in SEO, it can be referred to the use of search engine for a particular intent. For example, a user can have an intent to buy a new pair of shoes and directly search the search engine database.

User Interface (UI)

User Interface is often mixed up with UX. UI is referred to the website design and how a website visitor is able to interact with it.

User Journey

An user journey is the way in which a website visitor navigates a website on the internet. Analysing the consumer journey can significantly help website designers in figuring out patterns on the website which affect the conversion rates, and therefore, being able to fix them.


In most simple terms, this term is used to broadly define the whole consumer experience and their interaction with a particular website and how it makes them feel. There are a lot of segments within UX and UI, therefore, there can be specific designers within those fields that focus on different areas.

V .

Venice Update

An update that was rolled out by Google which has the aim to improve the local search results of the user by placing local results in the organic results rather than just in the Google local box.

Voice Search

Voice Search is another way of being able to search a search engine’s database through speech, instead of typing in a query manually. It can be easily accessed through mobile phones, computers or smart visual assistants in the likes of Alexa. Voice searching is becoming very popular and so far, every 4th search query on Google is done through voice.

W .

Web 2.0

Web 2.0 is referred to the shift in the internet and how it has gotten to the ‘next’ level. The difference with Web 1.0 and 2.0 is that the internet has become a lot more engaging, time consuming and a lot more valuable and informative, moving away from static pages into more dynamic websites and the heavy use of social media platforms like Facebook and Instagram.


The person behind a selected website that has the whole control over the design and development of the web pages along with being responsible for its maintenance, growth and execution of future plannings.

Webmaster Tools

The webmaster tools is a free to use platform that is provided by Google which keeps track of website performance on the Google’s search engine. It can easily be linked to Google Analytics to help the webmaster further develop their website for higher conversion rates and understanding their consumers better as well as being able to submit sitemaps.


Web spam can be referred to content that is of less to no value to the consumer. Please refer to ‘spam’ to find out more.

White Board Fridays

A weekly video and transcript created on Moz.com discussing SEO techniques and updates.

White Hat SEO

White hat SEO, unlike the black hat SEO, summarises techniques that comply with the search engine regulations. In simple terms, white hat SEO focuses much more on the consumer and the long term growth, practising ‘healthy’ practices rather than spammy and invaluable content in order to manipulate the search result rankings.


Widget is an app that can be placed onto the website to perform a particular function and better the user experience or help developers.


One of the most popular open sources content management systems for bloggers and businesses that have the aim of providing valuable information to their consumers.

X .

XML Sitemap

The Sitemaps is a protocol that allows a webmaster to submit all the URLs of a website to the search engines so that they can crawl. A Sitemap can be defined as an XML file which lists the URLs for a site which helps search engines in crawling more effectively, finding any URLs that may be isolated from the rest of the websites’ content.

Z .

Zero-Result SERPs

Zero-result SERPs was announced by Google in March of 2018. Its goal was to remove any organic results that were relevant to search queries of dates and times, famous birthdays and mathematical equations. Although the update has taken place and has ended, it could soon be returned by Google.