Alt tag – a text alternative for an image or object on your website.
Backlinks – Hyperlinks from other websites that connect back to your website.
Black-hat SEO tactics – Aggressive SEO strategies, techniques, and tactics that focus only on search engines and not on a human audience; usually do not obey search engine guidelines.
Brand-specific SEO – Search engine optimization that focuses on a brand name, as opposed to focusing on the geographical location of a business.
Click-through rate (CTR) – The percentage of people visiting a web page who access a hypertext link.
Crawlers – A program that visits websites and interprets their pages and other information to create entries for a search engine index. All major search engines have such a program, also known as a spider or a bot.
Exact-match keyword – A search that contains only specific words in a specific order.
Header tags – part of the HTML coding for a website, and defined with H1 to H6 tags. H1 defines the most important heading on the page, down to H6 being the lowest-level heading.
Headings – Includes all the font changes, paragraph breaks before and after, and any white space necessary to render the heading on a web page.
HTML tags – Hidden keywords in a web page that define how the browser must format and display the content. Certain tags tell search engine crawlers where to find a web page’s metadata.
Hummingbird algorithm update – A search algorithm update that allowed Google’s search engine to understand related search phrases, meaning topics became more important than exact-match keywords.
Hyperlink – A link from a hypertext file or document to another location or file, typically activated by clicking on a highlighted word or image on the screen.
Inbound marketing – Marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. It earns the attention of customers and draws visitors to a website by producing interesting content.
Index – A database where collected, parsed, and processed information is stored to allow for quick retrieval.
Keyword – A phrase entered in a search engine to search for information.
Keyword density – The percentage of times a keyword or key phrase appears on a web page in comparison with the total number of words on the page. This is no longer a relevant SEO tactic.
Local search ranking factors – Factors weighed by a search algorithm regarding local businesses that can provide services related to the search.
Local SEO – Search engine optimization that focuses on the geographical locations of brick-and-mortar businesses.
Local snack pack – List of business locations shown on Google Maps displayed in a box containing red markers, located toward the top of the page.
Metadata – A set of data that describes and gives information about other data.
Meta description – An HTML and XHTML element that describes your web page to search engines. It is often displayed in search engine results pages under the title of your web page.
NAP data – Name, address, and phone number information. Can also be considered a business profile.
Off-page optimization – Encouraging links back to your website and ensuring consistency with your business profile, also known as NAP data.
On-page optimization – The optimization of content and metadata that provides relevant information for search engines and searchers alike.
Organic listings – Listings on search engine results that appear because of their relevance to the search terms, as opposed to being advertisements.
Outbound marketing – Traditional form of marketing whereby a company initiates the conversation and sends its message out to an audience.
Page titles – identified in the HTML code and appears in the title bar of the browser. Page titles are also displayed in search results.
Ranking – Results on a search engine results page that are displayed from most relevant to least relevant.
Search engine algorithm – Programs and formulas programmed to deliver the best results possible.
Search engine optimization (SEO) – The process of maximizing the number of visitors to a website by ensuring that the site appears high on the list of results returned by a search engine.
Search engine results page (SERP) – The list of results returned by a search engine in response to a search. Includes a list of items with titles, a reference to the full version, and a short description showing where the keywords have matched content in the page.
Search query – Essentially the same as a keyword.
Web traffic – The amount of data sent and received by visitors to a website.