KEYTERMS

optimizing your site for the search engine’s natural results.

SEO

links that are not paid for

Natural/organic links

the search engine’s code used to decide how sites are ranked

Algorithm

SEO factors on your website

On-page

SEO factors away from your site such as backlinks

Off-page

code that tells robots about your site

Metadata

the crawlers that work their way across the internet checking content

Robots

pieces of code attached to parts of the page to give signs to robots.

Tags

the structure of your pages on your site

Hierarchy

a simple display of the entirety of your site

Site map

descriptive text associated with images to tell robots what the image is about

Alt text

what robot/crawlers do to index and then rank sites

Crawl

each search engine has an index of websites that the robots update

Index

a link pointing back to your site from elsewhere

Backlink

the text that is a visible when clicking on a link

Anchor text

user-focused metrics designed to measure a page’s quality in terms of providing a smooth and seamless user experience.

Core web vitals

Two terms often used instead of paid search

• PPC (Pay per click)

• SEM (Search engine marketing)

an auction-style bid price for your advert’s ranking.

Bid

the word people use to search

Keyword

the amount paid for every click on your ad

CPC (cost per click)

the words that make up your ad

Ad copy

the way that your keyword is matched to the phrase searched for.

Match type

a formula that google uses to determine your ad quality

Quality score

site on a network that shows ads from other organizations

Publisher

a network of sites that provide the search results.

Search network

a measurement

Metrics

tailoring your campaign to days and times

Day parting