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The Search Engine Optimisation SEO Glossary

Search engine optimisation can be a daunting thing to consider. A lot of things go on behind the scenes to gain higher rankings and there's a lot of new terminology that can be hard to keep up with. So we've compiled a glossary here of the most common phrases you'll hear during the SEO process.


A 301 redirect shows that a file has been moved permanently to a new location. This is the preferred method of redirection.


A 302 redirect shows that a file has been temporarily moved. This isn't preferred from an SEO standpoint because of the poor processing 302 redirects.


A 404 error means a file has not been found or it does not exist.


 AdWords is Google's advertisement network.


The age of a site/page/account may be a factor that influences how trustworthy it is. An older site url for example may rank higher because it's considered more trustworthy.


Software that will track your page views, acquisition, sessions, and conversation statistics. There is different software available but the most popualr is Google Analytics, which is Google's free analytics software.

Anchor Text

Text that has a link connected to it that a user can click on to follow. 


The ability of a page or domain to rank well in search engines.

Black Hat SEO

Black Hat SEO refers to deceptive marketing techniques that go against search engine guidelines.

Broken Link

A hyperlink which is not functioning or does not link to the correct location.


A copy of a web page stored by a search engine.


CMS stands for Content Management System. A CMS makes updating and adding information to a website easier and quicker.


Statistics about certain portions of the population. Businesses will have their own target demographic, based on gender, age, location, etc.

Duplicate Content

Content which is indentical or incredibly similar to other content.

External Link

A link which references/leads to another domain.

Fresh Content

New and dynamic content that will draw people to your site.

Home Page

This is the main page on your website. Possibly the most important page on your site, as it is largely responsible for setting the tone for the rest of your site as well as setting up the navigation that helps search engines navigate your site.

Inbound Link

An inbound link is a link pointing to one website from another website.


A collection of data used to search through to find a match to a query, like in search engines.

Internal Link

This is a link from one page on a site to another page on the same website.


A word or phrase that is relevant to what you're providing in your business.

Keyword Research

The process of researching and deciding which relevant keywords are going to be the most beneficial for your SEO campaign.

Landing Page

The page a visitor arrives on after clicking through a link or advertisement. 


An interactive connection to one web document from another or from one position in a document to another.

Link Building

The process of creating and formatting information to point high quality links to your website to increase your rankings.

Meta Description

A description tag that describe the content of the page used mainly for search engines.


A navigation is used to help users understand where they are on the site as well as where they have been and how they can get to other places on the site.


An attribute used to prevent a link from passing link authority. This is useful for sites with a lot of user generated content, like forums or comment sections.

Organic Search Results

Organic search results are results in search engines that have not been paid for but are shown by relevancy and organic ranking.

Outbound Link

A link from one website pointing to another external website.


A formula based on link equity which estimates the importance of your site.


PPC or Pay-Per-Click is a pricing model commonly used for search ads. PPC ads only charge advertisers if a potential customer clicks on the ad.

Quality Content

Linkworthy content.

Quality Link

Quality links are links from trusted sources.


A method of letting browsers and search engines know that a page location has moved. Refer to 301/302 redirects.


A file which tells search engines which files on the site to not crawl.

Search Engine

A tool for finding relevant information online, e.g. Google, Bing, Yahoo.


Stands for Search Engine Marketing


SEO or Search Engine Optimisation is the process of publishing and marketing information online in a way that will cause search engines to class it as relevant and important and rank it higher.


Stands for Search Engine Results Page. This is the page which displays search engine results after a query has been made. 

Site Map

A page which can help give search engines an alternative route to navigate through your site


Search engine crawlers which search the web for pages to index.


The element on a page used to describe the contents of the document.


Stands for Uniform Resource Locater. The URL is the unique address of a web document.

URL Rewrite

The process of making URLS more unique and descriptive of the web document.


How easity it is for users to perform actions on your site.

White Hat SEO

This is the opposite of Blach Hat SEO. This is SEO that abides by search engine's guidelines and is likely in the end going to be the most effective.

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