Glossary

Testing multiple page or element variants to improve conversions.

Alternative text describes the images on web pages for accessibility. Search engine robots also use this to identify what is in an image.

The text with which you link to internal or external pages.

A link from another website to your site. High-quality backlinks can improve rankings.

Or “inbound links” are links from other websites that direct to your website.

The preferred version of a page when duplicates exist, set to consolidate signals.

Google metrics for loading, interactivity and visual stability used to evaluate page experience.

Improving pages and user journeys to increase the percentage of visitors who convert.

A HTML element used to designate and differentiate headings on your page.

A visual report showing where users click, move and scroll on a page.

Links between different pages on your own website.

A word or phrase people type into search engines. Used for targeting and on-page optimisation.

An estimation of how easy it would be to rank your website for this keyword.

A short summary shown in search results that can influence click throughs.

HTML elements that describe the contents of the page that they’re on.

An HTML element that names a page in search results and browser tabs.

NoFollow links tell search engines not to pass PageRank to the linking website.

Optimisations on a page such as titles, headings, copy, internal links and images.

A file that tells search engine crawlers which URLs they can or cannot access.

Structured data that helps search engines understand and display your content as rich results.

The average number of times per month that a keyword was searched for on Google (nationally).

Improving your website to increase visibility in unpaid search results.

The page you see after search in your search engine (Google, Bing, etc.).

A file that lists your pages to help search engines discover and crawl your site.

Back-end improvements like site speed, indexation, structured data and sitemaps.

How much interest web searchers have shown for a keyword in the last 12 months.