Algorithm
A set of rules used by search engines to determine how pages are ranked in search results. Google’s algorithms prioritise high-quality, relevant content and user experience.
Anchor Text
The clickable text in a link. It should clearly describe the destination page, e.g., Learn more about our SEO services.
Answer Engine Optimisation (AEO)
Optimising your content so AI-powered search tools (like ChatGPT, Perplexity, or Google’s SGE) recognise and reference your business as a trusted source.
Avatar
A visual representation of a user, often a photo, logo, or graphic used on social profiles or online platforms.
Backlink
A link from another website to yours. High-quality, relevant backlinks improve your site’s authority and search engine ranking.
Blog
A regularly updated section of a website used to share insights, educate readers, and build authority in your niche.
Bounce Rate
The percentage of visitors who leave your site after viewing only one page. High bounce rates often indicate poor user experience or irrelevant content.
CMS (Content Management System)
A platform that allows you to create, manage, and publish website content without coding. Examples include WordPress, Shopify, and Wix.
Conversion
A desired action completed by a website visitor, such as submitting a contact form, signing up for a newsletter, or making a purchase.
Core Web Vitals
Metrics from Google that measure user experience, including loading speed, interactivity, and visual stability.
Crawler (Spider)
Software used by search engines to scan websites and index their pages.
CTA (Call to Action)
A prompt encouraging visitors to take a specific action, like Get a Free SEO Audit or Contact Us Today.
Domain Name
The address of a website on the internet, e.g., alphadesigns.co.uk.
Duplicate Content
Content that appears in more than one place on the web. Duplicate content can harm search engine rankings if not handled properly.
Engagement
How users interact with your site, including clicks, time on page, comments, and shares.
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
A framework used by Google to evaluate content quality and trustworthiness. Essential for both SEO and AI search visibility.
FTP (File Transfer Protocol)
A method for transferring files between your computer and your web server.
Google Analytics
A free tool by Google that tracks website traffic, visitor behaviour, and conversions.
Google Search Console
A free platform that monitors your site’s search performance, indexing, and technical issues.
Googlebot
The crawler Google uses to discover and index web pages.
Hosting
A service that stores your website files and makes them accessible on the internet. Fast, reliable hosting is essential for SEO.
HTML (Hypertext Markup Language)
The coding language used to structure web pages. Search engines read HTML to understand your content.
Index
A search engine’s database of web pages. If your site isn’t indexed, it won’t appear in search results.
Internal Link
A link connecting one page of your website to another, helping both users and search engines navigate your site.
Keyword
A word or phrase users type into search engines. Modern SEO focuses on user intent, not just individual words.
Knowledge Panel
An information box in Google search that displays key details about a person, brand, or business.
Landing Page
The first page a visitor sees after clicking a link or ad. Designed to guide users toward a conversion.
Link Building
The process of earning links from other reputable websites to boost authority and visibility.
Local SEO
Optimisation focused on helping businesses appear in location-specific searches, e.g., SEO consultant in Shropshire, or benefits of local SEO Herefordshire.
Meta Description
A short paragraph summarising a web page for search engines. It appears under the page title in search results.
Meta Title
The title tag displayed in browser tabs and search results. It should accurately describe the page content.
Mobile-First Indexing
Google predominantly uses the mobile version of a site for ranking and indexing. Responsive design is essential.
Organic Search
Traffic that comes from unpaid search results rather than ads.
Optimisation
The process of improving a website’s content, structure, and performance to meet search engine standards and user expectations.
Page Experience
How users perceive interactions with your website, including speed, responsiveness, and visual stability.
PageSpeed Insights
Google’s tool for measuring and improving website loading performance.
PPC (Pay-Per-Click)
A digital advertising model where advertisers pay each time a user clicks on their ad.
Redirect
A way to send users and search engines from one URL to another, essential when redesigning a site.
Robots.txt
A file that instructs search engines which parts of a site can or cannot be crawled.
Schema Markup
Structured data added to your website to help search engines and AI understand your content, powering rich snippets and AEO results.
Search Engine
A platform like Google or Bing that helps users find online information by scanning and indexing websites.
SERP (Search Engine Results Page)
The page showing search results, including organic listings, paid ads, and AI-generated summaries.
Site Map
A list of all pages on a website designed to help search engines crawl and index content effectively.
Spam (SEO)
Unethical or manipulative tactics that violate search engine guidelines, such as keyword stuffing or link schemes.
Structured Data
Code that helps search engines and AI tools understand page content more accurately, supporting rich results and citations.
Title Tag
The HTML element defining a page’s title, displayed in search results and browser tabs.
Traffic
The volume of visitors coming to your website, tracked via analytics tools.
Trust Signals
Elements that build confidence with users and search engines, including reviews, certifications, and secure website protocols.
URL (Uniform Resource Locator)
A page’s web address. Clear, descriptive URLs improve both usability and SEO.
User Experience (UX)
How visitors perceive their interaction with a website. Good UX improves engagement and search rankings.
Voice Search
Searching using spoken commands via devices like Siri or Google Assistant. Optimising for natural, conversational queries is key.
Visibility
How easily your website or brand is found across search engines and AI platforms. Modern visibility focuses on being cited and referenced, not just ranked.
Website Analytics
Data and tools that track visitor behaviour, conversions, and overall site performance.
Web 3.0
The next evolution of the internet, focused on AI, decentralisation, and personalised experiences.