Frequently Used Terms in SEO & What They Mean

In the fast-paced digital age, where algorithms dictate visibility and competition for online attention grows fiercer by the day, understanding the language of search engine optimisation (SEO) is no longer optional—it’s essential. From the way we consume news to how we shop, the power of search engines shapes nearly every aspect of our online experience. Yet, behind every successful website lies a carefully constructed web of strategy and technical know-how, steeped in terms that can feel cryptic to the uninitiated.

To decode this world of clicks, crawlers, and conversions, we’ve curated a definitive glossary of the most crucial SEO terminology.

301 Redirect

A 301 Redirect is a permanent redirection from one URL to another. It’s commonly used when you move content to a new location, ensuring that users and search engines are sent to the correct page. More importantly, it helps preserve your existing traffic, search engine rankings, and any link equity the original page had built.

Without a 301 redirect, visitors would encounter broken links, which can lead to a poor user experience and lost ranking opportunities.

Analytics

Analytics refers to the collection and analysis of data about how users interact with your website. Tools like Google Analytics track key metrics such as the number of visitors, how they arrived at your site, and their behaviour while browsing.

This data is crucial for improving website performance and making informed decisions about your digital marketing strategy. For example, it can help you identify which pages perform best, what content resonates with your audience, and where improvements are needed.

Backlink

A backlink is a link from another website that points to your site. Backlinks are like votes of confidence—when a reputable site links to you, it signals to search engines that your content is valuable and trustworthy. However, not all backlinks are created equal.

Quality matters more than quantity, and it’s important to focus on earning links from authoritative and relevant sources to avoid penalties from search engines.

CMS (Content Management System)

A Content Management System (CMS) is a software platform that allows users to create, manage, and modify digital content on a website without needing advanced coding skills. At Platform81, our CMS of choice is WordPress due to its flexibility, scalability, and ease of use.

Whether you’re managing a blog or running an e-commerce site, a good CMS simplifies content updates and ensures your site remains fresh and engaging.

Conversions

A conversion occurs when a website visitor takes a desired action, such as completing a purchase, filling out a contact form, or subscribing to a newsletter. Tracking conversions is essential for measuring the success of your marketing efforts.

By analysing conversion data, you can identify what’s working, optimise your calls to action, and ultimately increase your return on investment (ROI).

H1 Tags

H1 tags are HTML elements used to define the main heading of a web page. They serve two key purposes: improving SEO and enhancing user experience. For search engines, H1 tags help determine the page’s content and relevance to specific queries.

For users, they act as a signpost, letting them know they’ve landed on the right page. An optimised H1 tag is concise, descriptive, and includes relevant keywords.

Link Building

Link building is an integral part of any SEO strategy. It involves acquiring high-quality backlinks from other websites to improve your own site’s authority and search rankings. Effective link building isn’t about getting as many links as possible—it’s about earning links that are relevant, trustworthy, and beneficial to your audience. Common link-building tactics include content outreach, guest blogging, and digital PR.

Meta Descriptions

A meta description is a short snippet that summarises the content of a web page. These descriptions appear in search engine results beneath the page title and provide users with a preview of what to expect.

Although they don’t directly impact rankings, a well-written meta description can boost click-through rates (CTR) by encouraging users to click on your link instead of others. Keep them compelling, clear, and around 150–160 characters.

SERP (Search Engine Results Page)

A Search Engine Results Page (SERP) is the page displayed by a search engine in response to a user query. SERPs are highly competitive spaces, with websites vying for top positions to capture the most traffic. The goal of SEO is to improve your SERP ranking, ideally landing your site on page one for relevant keywords. The higher your position, the more likely users are to click through to your site.

Session

A session is a period of time when a user interacts with your website. It begins when they enter your site and ends after a period of inactivity or when they leave. Sessions include multiple interactions, such as viewing pages, downloading resources, or completing a purchase. Understanding session data helps you track user engagement and refine your website experience.

Title Tags

Title tags are HTML elements that specify the title of a web page. They are a critical factor in on-page SEO and appear on browser tabs and in search engine results. An optimised title tag should be concise, descriptive, and contain relevant keywords.

Search engines use title tags to understand the content of the page, while users rely on them to decide whether to click through to your site.

Alt Text

Alt text (alternative text) is a short written description of an image, added in the image’s HTML tag. It serves two primary purposes: improving accessibility for visually impaired users and helping search engines understand what the image is about. When an image fails to load, the alt text appears in its place.

Optimising alt text with relevant keywords can also boost your SEO by making your images more likely to appear in image search results. It’s best to keep alt text descriptive but concise, ensuring it accurately reflects the image content.

Anchor Text

Anchor text is the clickable text in a hyperlink. It helps users and search engines understand what the linked page is about. For example, in the phrase “Learn more about SEO best practices,” the words “SEO best practices” are the anchor text.

Search engines use anchor text as a ranking signal, so it’s important to use descriptive and relevant keywords rather than generic phrases like “click here.” However, avoid over-optimisation or keyword stuffing in anchor text, as it can negatively affect your SEO.

Canonical URL

A canonical URL is an essential SEO element used to prevent duplicate content issues. When multiple versions of the same content exist—such as different URLs for desktop and mobile pages—a canonical tag tells search engines which version should be considered the primary one.

This helps consolidate link equity and ensures search engines don’t penalise your site for having duplicate content. Using canonical URLs is particularly important for e-commerce websites that may have several versions of the same product page.

Crawl Budget

Your crawl budget is the number of pages a search engine, such as Google, is willing to crawl on your website within a specific timeframe. This budget depends on factors like your site’s size, speed, and overall health.

Managing your crawl budget ensures that search engines prioritise your most important content, such as new blog posts or updated product pages, rather than wasting resources on low-priority or duplicate pages. Optimising your site structure and using internal linking can help maximise your crawl budget.

Domain Authority (DA)

Domain Authority (DA) is a ranking score developed by Moz that predicts how well a website is likely to perform in search engine results. It’s based on several factors, including the number and quality of backlinks pointing to the site.

The score ranges from 1 to 100, with higher scores indicating a greater likelihood of ranking well. Although DA isn’t a direct Google ranking factor, it’s a useful indicator when assessing a site’s overall SEO strength. Building quality backlinks and creating valuable content are two key ways to improve your DA.

Keyword Stuffing

Keyword stuffing refers to the outdated practice of overloading a webpage with keywords in an attempt to manipulate search engine rankings. While it was once a popular SEO tactic, search engines now penalise sites that use this method. Keyword stuffing results in poor user experience and can harm your site’s credibility.

Modern SEO focuses on natural, user-friendly content that incorporates keywords in a meaningful way. Instead of repeating keywords excessively, use synonyms and related terms to create content that flows naturally.

Local SEO

Local SEO is the process of optimising your website to attract traffic from location-based searches, such as “restaurant near me” or “plumber in Manchester.” It’s particularly important for businesses with a physical location. Key elements of local SEO include creating a Google Business Profile, collecting positive reviews, and ensuring your name, address, and phone number (NAP) are consistent across all online directories. Local SEO can help you appear in the local pack on Google, a highly visible section of search results that features local businesses.

Mobile-First Indexing

Mobile-first indexing means that Google primarily uses the mobile version of your site for indexing and ranking. As mobile usage continues to dominate, having a mobile-friendly site is no longer optional—it’s essential. This includes using responsive design, ensuring fast loading times, and avoiding intrusive pop-ups that can harm the user experience. Sites that aren’t mobile-optimised risk being ranked lower in search results. Regularly testing your site’s mobile performance is key to staying competitive.

Schema Markup

Schema markup is a form of structured data that helps search engines understand the content on your site more effectively. By adding schema to your code, you can enhance your search result listings with rich snippets, such as star ratings, event dates, or product prices. These visual enhancements can improve your click-through rate (CTR) by making your listing stand out.

Popular schema types include review markup, FAQ schema, and recipe schema. Implementing schema correctly can give you a significant SEO advantage.

User Experience (UX)

User Experience (UX) is all about how users interact with your website. Good UX means creating a site that’s easy to navigate, visually appealing, and fast-loading. Search engines reward sites that deliver a positive user experience with higher rankings.

Important UX elements include clear navigation, mobile-friendliness, fast page speeds, and well-structured content. Reducing bounce rates and encouraging visitors to spend more time on your site signals to search engines that your content is valuable and relevant.

Ready to Improve Your SEO?

Staying ahead requires more than just understanding the terminology—it demands a strategy tailored to your business and its goals. At Platform81, we specialise in creating bespoke SEO solutions that drive results. From technical audits to content strategy and link building, we’re here to help you navigate the complexities of search engine optimisation with confidence.

Let’s start the conversation. Contact our SEO team today and discover how we can help your business rise to the top.