By: Chris McCarthy
The world of search engine optimization (SEO) can be intimidating, but understanding the vocabulary will expand your knowledge. By educating yourself on some key terms related to SEO, you are better able to understand the science of it. The list of definitions below highlights key terms to know and understand in order to generate SEO success.
Algorithm – The tool that search engines use when selecting which webpages will show as the result of a search
Bounce Rate – The percentage of users who go to a webpage and then leave the page without viewing any other pages on the website.
Conversion – When a goal is achieved on a website. This could be ad clicks, sign-ups, sales or another metric that you view as a successful website visit.
Copy – The content of a website that provides value to the consumer. This does not include advertising, navigation, branding and boilerplate language.
Google Analytics – A free web analytics service that tracks and reports website traffic.
Index – According to Search Metrics, an index is another name for the database used by a search engine. It contains information on all the websites the search engine was able to find. If a website is not in a search engine’s index, users will not be able to find it using that search engine. Search engines regularly update their indexes.
Meta Description – A meta description is a short description of a webpage used for search engines to give users context as to what is on the website. Although meta descriptions don’t enhance SEO, they create a more friendly user experience.
PPC (Pay Per Click) – An advertising method in which advertisers pay ad hosts (such as Google) whenever a user clicks on their ad. Google Adwords is an example of PPC advertising.
ROI (Return On Investment) – A measure of the overall gain that an investment (such as the cost of running an advertisement) yields for your business.
SEO (Search Engine Optimization) – According to Moz, SEO is the process of increasing the number of visitors to a website by achieving high rank in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that users will visit the site. It is common practice for Internet users to not click past the first few pages of search results, therefore high rank in search engine results is essential for obtaining traffic for a site. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be indexed and favorably ranked by the search engine.
Web Crawling (bot, spider) – According to Moz, web crawling is a program which moves through the worldwide web or a website by way of the link structure to gather data for search engines.
These foundational SEO keywords are important to know if you plan to expand our knowledge in digital marketing. While the amount of these keywords is small in the scale and breadth of SEO, knowing these definitions is certainly a good place to start.