SEO Glossary 2018 – The basics of search engine optimization

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The internet is becoming denser and denser each second passing by. The reason? There are over 2 million blog posts being published each day, which comes around 24 blog posts a second. Around 100 published by the time you read these three sentences. And this is the counting from WordPress alone, there’s bigger chunk untouched. Search engine optimization becomes a mandated activity for your marketing campaigns. To begin understanding what is Search Engine Optimization, it is good to know about the SEO Glossary.

This SEO Glossary 2018 version has 300+(and counting) terms that you will come across while setting up an online business. This guide also has Pro Tip for each of the terms included herewith, which will help you better understand and adapt it. It includes words related to Search Engine Optimization, Search Engine Marketing, Email Marketing, Social Media, WordPress, Web Hosting and a lot such space(s). It has technical and non-technical terms hence you are covered by all means.

Without taking any more time, let me tell you about most used terms in search engine optimization industry. This is going to be a really long post (10,000+ words), so grab a couple of cup of coffee.

Complete SEO Glossary for 2018 of Most Used Terms in the industry




Google Adwords is a pay-per-click program that helps you advertise on Google’s widespread network. You pay to Google only if someone clicks on your ad and comes to your website.

#Pro Tip: Be as simple as possible. You have a limited space to pitch your customer.

Admin Area

The administrative space of your WordPress website which you can access by visiting The Admin WordPress dashboard has complete control over the website. An admin can make any change any time. Creating a new post/page, adding new users, changing theme features, site settings, adding plugins are some out of many tasks an admin can do.

#Pro Tip: Do not make anyone an admin if you don’t know them personally. As they have direct full access to the backend of your website. There are different roles you can assign to users depending on their job profile.


Also known as Asynchronous JavaScript and XML, is a group technique where a web page communicates with a server without reloading the page. As said, AJAX is not one technology it has many programming languages like HTML, CSS, JS, XML, Document Object Model and XMLHttpRequest Object working together.

#Pro Tip: The “X” in AJAX is intended to be XML but it is not mandatory to use it. You can use JSON too. It depends on what your requirement is.


Atom is basically a format for publishing your content in XML and sending it to your readers. Also known as Atom Syndication Format. If you are a WordPress user, you can have an automatically generated atom feed.

#Pro Tip: You can add automatically generated atom feed the header template which the aggregators and feed burners fetch it easily

Accelerated Mobile Pages[AMP]

In this mobile era, page-loading speed is a deciding factor. Where Google lays a lot of importance on mobile loading speed, AMP is a helping hand for your web pages in doing so. If you have AMP enabled on your website, your site will load almost instantly, thanks to light HTML at the core of AMP. Find the official help guide here.

#Pro Tip: Page loading speed is very important for the overall SEO of your website, hence AMP is must for you. If you are on WordPress, you have a really helpful, the only reliable and the best plugin.

Anchor Text

The text that is visible to the end user that contains a hyperlink to an external website or an internal page of the website they are reading on.

#Pro Tip: The anchor text should be as relevant to the content in the hyperlink as possible.


A web server software that runs 67% of all the web servers in the world. It is open source software and is available for free. A web server is basically the care takes of your requests. It brings you the web pages you requested for, make sure other models of the website you are accessing is ready to serve you and clears the cache for faster user experience.A lot of hosting providers use Apache server to host WordPress, but WordPress can be hosted on other servers as well.

#Pro Tip: Use this free server to host WordPress locally, to test any changes on your website.

Absolute Path

It is the location of a file or a directory on a server or computer. It contains the root directory and other subdirectories the file is situated in. In terms of web designing, an absolute path is the URL of a particular web page on your website.

#Pro Tip: Talking about the URLs, it is important to have your target keyword in it. And have readable, short and sweet URL.

Alt text

The description of image or graphic on your blog is the alt text, which isn’t generally displayed to the end user. Alt text is important because the search engine cannot tell the difference between one image from another. Another important use of alt text is that it helps the search engine determine and understand what that image is related to. Furthermore, the alt text becomes the keyword for Image search on the search engines. That is when the alt text is searched in search engines your images get indexed and you get traffic from image search too.

#Pro Tip: Have keyword as alt text and increase chances of being indexed in image search.

Affiliate Marketing

One of the most prominent ways to monetize a blog/website by promoting products/services from another website/online business and earning commission for bringing sales to that business.

#Pro Tip: Do not promote products/service you don’t trust. Review, research and then promote.


You as an affiliate marketer will be aka an affiliate of that website/online business.

#Pro Tip: Sign up for all the relevant affiliate program to fund further growth of your business.


An algorithm is nothing but a piece of code based on some logical/mathematical calculations. In this case, an algorithm is used in a search engine to determine the relativeness of a search result to the search query. In other words, the algorithm will decide how relevant will be the search result(that it is looking for) to the search query.

#Pro Tip: Keep yourself updated with the latest algorithm changes the search engines make. Follow their activity to stay ahead of the curve.


A program that assists in gathering and analyzing your site data. It has all your data about the traffic. Depending on the analytics software you use, the metrics you see will vary. But basically, the traffic data includes page views, unique users, sessions, and more.

#Pro Tip: Pay close attention to referral traffic/backlinks. If you find something fishy, remove it immediately.


As the name suggests, how authoritative your website is for a particular search query. Authority is something that increases along with how many links point to your website/webpage is. It is determined by the related incoming links from a reliable and authoritative site.

#Pro Tip: Build more links manually. Start an email outreach program. Ask for links to your website for the amazing content you have to offer. Make sure you link to related web pages.

Authority site

A website/blog that a number of incoming links and all of them a highly related to the webpage or specific part of the page they are linking to. Since the links are huge in number and if the links come from another reliable or authoritative website, it gives a huge push. The webpage receiving the links tend to rank higher in search engine result page. Hence looking for link building is the way to go to grow your online business.

#Pro Tip: Do not let spammy and illegal websites linking to your website. Keep a check of websites linking to you, if you find a spammy website linking to you. Remove it right away. Use Disavow tool to get rid of bad links.



As discussed in the previous term of the SEO Glossary on the authoritative site. The links that make any site authoritative are the backlinks. In other words, any incoming link from a related webpage for a related content pointing to your webpage is a Backlink. Google is the most popular search engine across the globe, has said in a statement that Backlinks are the number one ranking factor. This is not going to change any soon, at least not in next few years. The reason why Backlinks are the most important factor to rank(out of the 200 factors) is it tells search engine hoe reliable the content being linked is. Why would someone link to a bad piece of content? Sounds logical right?

Two important things to note here are two things. First, create reliable content or something worth linking to. The second thing is linking to reliable content. The second thing is really important as you might have to face the same consequences as that site if it’s penalized for any legitimate reasons.

#Pro Tip: Create in-depth and reliable content that is worth linking to.

Black Hat

Black isn’t always sexy. In this case, Black Hat SEO is certain activities that are not legally right from search engine standpoint. As an example,  Cloaking is a practice where content shown to search engine spider is different from the content shown to the end user. This is considerably wrong in terms of user experience. Furthermore, the search engines penalize all the websites that indulge in any of the blackhat techniques.

#Pro Tip: Avoid any of the Blackhat techniques to avoid being penalized by search engines. Being penalized means either not getting indexed anymore or fine.


Probably the most important section of a website. A blog is a section where all the content marketing efforts of a company reside. Talking about content marketing, it costs 62% less than traditional marketing. Furthermore, 67% of leads come from content marketing. One of the most important reasons to have content marketing and hence the blog is that most of the search results are links to web pages containing the textual content. In other words, only a small part of the searches are made for results other than “text” content. Popular Software like WordPress helps you focus on creating the content than arcane code.

#Pro Tip: Blog regularly to increase traction on the search engine. Keep the crawler/Bot busy visiting your web pages.


The backbone of the search engine, a program that does the 99% of the groundwork. A bot is a program designed to crawl all the web pages that exist on the internet. The search engines take the help of bots to add web pages to their index.

#Pro Tip: Avoid spamming the bot they’re becoming smarter and smarter day by day. It doesn’t take long to determine the righteousness of a webpage.

Bounce Rate

The percentage of users who enter your site and then leave without viewing any other page. In Worst cases, the user hit back soon after landing on your page. It is important to have lower bounce rate, lower the better.

#Pro Tip: Have longer content and have the internal/external links open in new tab and not in the same tab.

Bread Crumbs

Website navigation horizontally placed above the main content to help the user understand where they are on your website. This helps the user find their back to the roots of their search.

#Pro Tip: Always have breadcrumbs enabled for a rich user experience.


The second most popular search engine after Google. It is owned and managed by Microsoft.

#Pro Tip: Optimize your web pages to rank in Bing too. It has 20% of the market as a search engine.



Every piece of information that adds value to the end user’s search experience – text, images, videos, animations etc is the content of your website. It is important to have high-quality content free from any form of plagiarism. The main focus of the content should be to add value.

#Pro Tip: Create a super detailed piece of content that adds values and ends the user’s search. Cover everything related to the topic.

Custom Backgrounds

A cosmetic theme feature that allows you to change the background across pages on your website. If your theme supports, then you can add a custom background and/or color to your website.

#Pro Tip: You can enable custom background feature if your theme doesn’t support it. Just navigate to Dashboard » Appearance » Editor. Find functions.php and add add_theme_support()to your theme:

$defaults= array(
    'default-color'=> '',
    'default-image'=> '',
    'default-repeat'=> '',
    'default-position-x'=> '',
    'default-attachment'=> '',
    'wp-head-callback'=> '_custom_background_cb',
    'admin-head-callback'=> '',
    'admin-preview-callback'=> ''
add_theme_support( 'custom-background', $defaults );

Click through rate[CTR]

CTR is a simple ratio of the number of clicks upon the number of Impressions. In terms of SEO, a page’s CTR is calculated by the number of page views it gets, upon the number of impressions it gets on SERPs.

#Pro Tip: CTR is an important measure and is very useful to update articles for better ranks in SERPs.

Custom Headers

A cosmetic WordPress feature that lets you have your own header image for each of your posts. Some themes have it by defaults, some have this as a paid feature.  You can manage the custom header at Appearance » Customize.

#Pro Tip: If your theme has custom headers option, use this space to have high-quality image specific to the posts. Have your target keywords as the alt text for better ranking opportunities.


CSS or Cascading Style Sheet is a programming language used to specify visual appearance of a web page. Every WordPress theme has style.css that has formatting rules to specify the formatting of pages generated by WordPress.

#Pro Tip: You can add styles and rules to existing HTML elements too. Example an H1 element of the blog title in the header section can be styled differently than other H1 elements in the body section of the blog post.


<ahref="<?php bloginfo('url'); ?>" title="php bloginfo('name'); ?>"><?php bloginfo('name'); ?></a>

Canonical Issues

With CMSs like WordPress, it is nearly impossible to avoid duplicate content. The fact that, and htm means the same to all the search engines.

#Pro Tip: Use noindex meta tag in the non-canonical copies and 301 server redirects to the canon.

Click Fraud

Improper clicks on a PPC ad done by the publisher themselves to earn undeserved profits. Click Fraud is a huge issue for the ad agencies like Google, Bing, Yahoo etc. This hinders their attempts to gain the confidence of their clients of getting fair value for the money they spend.

#Pro Tip: If you are a publisher, do not indulge in click fraud. You might get your account banned. Google Adsense has a system in place that detects fake clicks and immediately bans the account.


CMS stands for the Content management system. Using WordPress, you can not only start your blog, but it makes it super easy and reliable to maintain it. WordPress makes it really straight, simple and secure for your website to get in front of thousands of your readers. Furthermore, a little over a quarter of all the websites on the internet is hosted on WordPress. Must be reliable right?

Content Management systems make it convenient for you to keep your website’s look and feel clean, easy and beautiful. Not only for your end users, your co-workers too will find it less confusing to manage your website.

#Pro Tip: Switch to before you get your hands dirty on self-hosted CMS.

Content Delivery Network[CDN]

A content delivery network is a group of servers that are located at different locations across the globe. The benefit of using CDNs is that when an end user seeks to see your web page, the nearest server to the user on the CDN will send the cached version of your web page to their device. Since it is cached, the page loads faster irrespective of the quality of internet connection.

#Pro Tip: If purchasing a CDN package is not possible for you, opt for AMP. It’s free and faster than CDN.

Contextual Advertisement

Advertisements that are highly related to the text present on the web pages on which the ads are placed.

#Pro Tip: If you are a publisher, make sure you create contextual content and not theory based content. This will increase the chances of relevant ads and hence the revenue.

Conversion Rate

The conversion rate is the percentage of people who convert from a visitor to an asset to you. It can be any goal(s) you have for your website. An email signup, subscribing to an exclusive newsletter, social likes, customers or anything you intend to have those visitors as. The conversion rate is a really important metric to determine how well are you are interacting.

#Pro Tip: Have simple and compelling USP(Unique selling point) which will tell visitors exactly what they’ll get from you.

CPC(Cost per click)

The price at which each of your ads is shown on publisher’s website/blog. Each time your ad appears on any of the webpage (search engine or any other web page) and when someone clicks on it, you will have to pay the search engine a certain amount.

#Pro Tip: Broader audience you choose, costlier will be the CPC. Choose a lower search volume keyword as your target keyword to better understand the interactions the target audience does.

CPM (Cost per thousand impressions)

This is the standard metric that quantifies the cost of pay per click ad per thousand impressions. There are ads that purely run on impression based. Unlike pay per click, the advertisers for these ads have to pay every time their ad loads on a webpage. Many publishers find this very useful mode of monetizing as it does not rely on ‘clicks’ for earning.

#Pro Tip: For publishers who have just got into blogging, sign up for some best CPM ad networks for a kick start in monetizing the website. Google Adsense supports an acute percentage of CPM ads.


A program that moves all the internet scanning all the web pages for indexing them when the user searches for similar topics.

#Pro Tip: Stay away from any black hat SEO practice to avoid getting penalized from search engines.



A website solely dedicated to directory pages. The Yahoo directory is the classic example of this.

#Pro Tip: Submit your website to all major directories websites on the internet. Google My Business is the best directory on the list.


The domain is basically the address of your website. Domain being the address, your website being the house and hosting space being the plot. Without the address, how can anyone reach your house? A domain name is always without “www”, it’s the URL that has www at the beginning.

#Pro Tip: Try to opt a .com domain, which is a professional and more authoritative domain. Find yourself a domain from trusted hosting providers like Bluehost, SiteGround, or DreamHost.

Domain Authority

An SEO metric developed by MOZ. This score is used to measure your website’s SEO ranking ability.

#Pro Tip: DA is becoming an important factor in page rank, hence try to gain popularity, links, & trust rank to have great DA score.


A doorway page is a web page that sends organic traffic to your website/web page. Doorway pages are designed in such a way that it appears as a legitimate page to the bots/crawlers, but redirects users to the original page. This is a black hat SEO technique and can harm your website once penalized.

#Pro Tip: Do not create any doorway pages, some users might find it fishy and report it. This will end up with your website being penalized.

Duplicate content

As the name suggests, any content that is a copy of an already existing piece of content is aka duplicate content. It is a good practice to avoid having duplicate content on your website.

#Pro Tip: In case you have duplicate content, check if you can make it unique else redirect it to the newer version. In case you had traffic on the old version, it will be passed on to the new version of the same link.

Disavow Links

If you think, your site has some unwanted backlinks that may not relevant or genuine for your website. Furthermore, such link is harming your website’s SEO. In that can case you can request Google to avoid taking them into consideration to rank your web pages.

#Pro Tip: You should disavow, all the links from an illegal website, irrelevant and fake links.

Deep Link

The process of linking to inner pages of your website, and not only the home page, or the pages nearer to the home page. Deep linking not only creates a good network of interlinks but also transfers traffic to old posts and pages.

#Pro Tip: You can use deep linking in reverse order, i.e. You can link newer posts to high performing posts that are old now. Since those posts have high traffic, it will boost the newer posts and the overall SEO of your website/blog.


E-Commerce Site

A site dedicated to retail sales like Amazon and eBay. These sites are a bit more sensitive than the others as you will need to optimize every single element on an e-commerce webpage. Platforms like Shopify, helps you to create your own online store with a few clicks.

#Pro Tip: Consider prime hosting service to host an e-commerce website, like Shopify where you can grow your business faster than any other platform.

External Links

External links, as the name suggests are the links to an external domain. It is very important to link to high authority domains in your posts. Assuming that you do have a blog on your website, I’d recommend you to link to at least 2-3 unique domains in each of your posts.

#Pro Tip: Link your posts to highly related domains. This will tell the search engine about your domain. And once the search engine understands what your domain is all about, it becomes super easy to rank your content on SERPs(search engine page results). The plan is to ease search engine’s work to get a top spot on page one as a reward.



Favorites Icon is a small icon which appears next to the URL of your webpage in the browser.

#Pro Tip: Upload an image named favicon.ico in the root of your site.

Fetch as Google

An important feature in Google search console which can help you test what Google bot is going to see or crawls on your page.

#Pro Tip: Use this feature to test, spot bugs or errors before it gets in front of your audience.


File Transfer Protocol is a protocol that helps you transfer data between different computers. You’d use this protocol to access your website’s hosting server. The interface between your computer and your hosting server is the FTP. In most of the cases, it is CPanel.

#Pro Tip: Use a safe FTP software like FileZilla to better manage the FTP

Featured Image

A WordPress theme feature that is a thumbnail of your post. You can use images to summarize the post in one single picture.

#Pro Tip: Use images that tempt the user to click on the post. This will help you increase the traffic to that post.

Featured snippet

This is a SERP feature where the most relevant result get featured in a box on the top of the search result(s). This is even above the ads(if any) and the organic search results. AKA, result 0 since it appears above everything on a SERP.

#Pro Tip: Since these results are highlighted this way, such pages get 80%-85% of the traffic.


Bottommost section of the page is called the footer. It usually contains information about copyrights notice, privacy policies etc. If you are using WordPress, you’d find footer.php in the template file.

#Pro Tip: Use this space for widgets, and useful links. Have sitemap in the footer so that the web spider can crawl it easily.



The world’s leading search engine in terms of user base and reach. Google has a huge impact on the internet as almost 91% percent of searches are made through Google.

#Pro Tip: Focus on Google SEO best practices to rank higher. You can focus on webmaster guidelines of other search engines later on.

Google Analytics

A website traffic data tracking software, owned and developed by Google. This free tool gives almost everything you need to know about your website performance, user interactions and more.

#Pro Tip: This free tool tells you almost everything about ‘your’ website. But to actually grow, you should know what your competitors are using to grow more than you. Hence use tools like SEMrush & SERPstat.

Google Juice

Trust, authority, PageRank from Google search. In other words, the authority, trust and PageRank that your website/blog gets because of organic listings in Google SERPs.

#Pro Tip: Focus on having a strong on-page SEO to rank higher in organic search results.

Google Trends

A powerful yet free tool from Google to know the search trend specific to countries. With the help of this tool, you can know the search trend in your target country.

#Pro Tip: Use this tool to choose keywords that are trending in your target country. You can collect country specific keywords and use them in your blog post for a broader reach.

Google Webmaster Guideline

The guidelines laid by the search engine giant, Google. These guidelines are to help you rank higher and maintain the rank. Find these guidelines here.

#Pro Tip: Follow the guidelines from the beginning so that you can kickstart your SEO like a rockstar. 

Google Search Console

A free tool to know the detailed insight of traffic on your website/blog. You can get information like, traffic to specific pages, what keywords bring that traffic, keyword impressions that bring your post to SERPs but don’t get clicks.

#Pro Tip: Use the impressions data to grow your traffic. Place the impression keywords within the post, so that that post ranks higher and get clicks.


Heading Tag

Heading tags are used to separate sections of text on a page. There are 6 heading tags in HTML, with H1 as the title of the post.

#Pro Tip: Most of the times, H1, and title tag are the same but for better results make them different. This way you have a chance to include various keywords in both the tags.


HTML stands for Hyper Text Markup Language. This is a programming language that the browsers and search engines understand, it’s their mother tongue. Using HTML you can design web pages, define its functionality and do formatting.

#Pro Tip: Learn the basics of HTML to better control your website/blog.


The main page of your website that has links to other sections of your website, like blog, contact, about etc. Your efforts should be to make your homepage a brand, as it is the digital face of your business. Keep it simple yet informational.

#Pro Tip: This is the most important part of your website, so make sure your homepage is search engine friendly.


Hyperlink are links from one page to another or form part of a page to another part of the same page. There are two types of most commonly used hyperlinks.


The directory level configuration file in Apache server which can be used to password protect or redirect files.

#Pro Tip: Make sure you copy your current .htaccess file before editing it. And do not on the site you can’t afford to have gone down.


HTTP stands for Hypertext Transfer Protocol. This protocol is used as a communication bridge between servers and web browsers. There is another version of this protocol, that is HTTPS which stands for Hypertext Transfer Protocol Secure. You’d see this protocol as a prefix of any URL, 

#Pro Tip: It is highly recommended to switch to HTTPS as it is a secure connection and no malicious program can pass through. Users these days are sensitive about their privacy and hence using a secure protocol is important. If you already have a domain registered, buy an SSL certificate for your domain. For those who haven’t bought a domain yet, opt for Bluehost. You will get the SSL certificate for free.


This was Google Algorithm update. Furthermore, this was one of the biggest algorithm updates in history that came with support for conversational search.

#Pro Tip: Consider optimizing your website for voice search. Stats say that by 2020, over 50% searches will be made by voice.



Also known as page views, is a metric of traffic on a web page. An impression is not exactly a pageview, but the user visiting your website just once with no other activity. And in terms of SERPs, an impression is the number of times your search results were indexed but no one clicked on it.

#Pro Tip: Use the impression data to build a strong on-page SEO. Sprinkle the keywords your web pages are getting impressions for all over the post. This will give a boost of SEO of your overall website/blog.

Image SEO

This practice is to optimize everything on a web page, including an image to not let go any chance of ranking high in SERP. How can you optimize the images? Just add your target keyword in alt text section of it.

#Pro Tip: Did you know that you can get SEO benefits of backlinks from Google images or any search engine for that matter? That is why you should do image SEO.

Inbound link

Aka, backlinks, Inbound links are number factor that Google uses to rank your webpage.

#Pro Tip: Utilize various techniques to gain backlinks that will help your webpage rank higher.

Internal link

Links that you create within your domain, to add more value to your readers is called as an internal link. Internal links are important to retain the reader and share more and more information.

#Pro Tip: Use an internal link to improve navigation of your website. Since all posts cannot come to the homepage, this is the best way to let reader stay on your website which increases the session time.

Index (.n)

A database of web pages and the content of those web pages that are used by the search engine to serve it on SERPs.

#Pro Tip: Focus on on-page SEO to get your web pages indexed faster.

IP Address

Internet protocol address. Every computer that has internet connection has an IP address. Furthermore, some websites and servers have a unique IP address, whereas some web host providers host multiple websites on a single host with single IP address.

#Pro Tip: If the links come from different IP ranges with a different number somewhere in part then the link may count more than one link from the same local range and host.


iFrame is an abbreviation of inline frame used inside a webpage to load another HTML file document inside it. Furthermore, this HTML file may contain JavaScript and/or CSS which will load when the iframe tag parses in user’s browser.

#Pro Tip: There are a lot of mediums that would ask you to add iframe code on your website, make sure you add iframe code only from reliable sources.



A client-side scripting language that works on top of HTML document to add dynamic features to that HTML document.

#Pro Tip: JS can help build beautiful web pages but there’s a problem. JS is not crawlable or readable to search engines. So the content inside JS is not indexed by the search engines, so your efforts should be to avoid having important content under JS.


Keyword/key phrase

The search term from publisher’s point of view. What it’s for the end user/searcher is for the publisher. The search data is used by the publisher to target those keywords and the people who search those keywords.

#Pro Tip: Use keyword data from Google trends, Google search console. These are the free tools to do the keyword research for your website. However, if you want to do keyword research of your competitors, use tools like Alexa, SEMrush.

Keyword Density

The percentage of keyword(s) on any of your web page wrt the total number of words on that web page. If the percentage is high, your page might be marked as spam or penalized or both.

#Pro Tip: Try to have the keyword density around 1%-2%, with word count as 1200 on average.

Keyword Research

The process of finding which keywords are appropriate for a particular post on your website/blog.

#Pro Tip: Do a thorough keyword research beforehand to better place them. Include keywords from related searches section from the SERPs apart from your target keyword.

Keyword Stuffing

The bad practice of overdoing the keyword mention to alert crawlers about your web page. Often these words appear in a list or groups, or out of context without any meaning.

#Pro Tip: Keywords stuffing will give a negative experience to your readers and hence affect your site ranking.

Keyword Research tools

Tools(free or paid) that help you carry out a effective keyword research for your blog posts. Keyword research include, search volumes, trends, page content from the related websites.

#Pro Tip: To begin with, you can use free tools like Google trends, search console, and keyword planner. But for better ranking opportunities, you better opt for a good tool like SEMrush.

Knowledge Graph

Search result graph where Google stores the information crawled websites. Furthermore, this information is then indexed on search result pages upon end user’s search terms.

#Pro Tip: Target organic keywords to avoid ads in search results, this further increases chances of getting high traffic.


Landing Page

A page that user lands on after they click on a link on SERP. These pages are the attempts to convert a visitor into a subscriber, customer or anything you are looking for.

#Pro Tip: Make informative and highly responsive landing pages with tools like Instapages.

LSI(Latent Semantic Indexing)

LSI aka synonyms of keywords, or in other words, similar sounding words to your target keyword. These keywords are as important as the target keywords are. Use all variation of your target keyword to reach the audience in all possible ways.

#Pro Tip: Use tools like LSI Graph to know the LSI keywords and use them in your blog posts.


Hyperlink or link is an element on a webpage that is clickable. Furthermore, it can link to any other web page on the internet, or a page on the same website, or a part of the same webpage.

#Pro Tip: While linking to other websites, make sure the link opens in new tab. If the link opens in the same tab, your session time will be affected.

Link Farm

A cluster of highly interlinked websites with an aim to spam search engine and inflate the popularity of the websites. These are proven ways of spamming a search engine.

#Pro Tip: These websites may even link to your website, if you find such densely interlinked website, disavow it immediately.

Link building

The practice of generating backlinks to your site.

#Pro Tip: Backlinks are #1 signal that Google uses to rank your webpage. Try to get as many related backlinks to your site to increase your rank.

Link Juice

Trust, authority, PageRank. When a website links to your website, it passes link juice to your domain. The link juice helps you increase domain authority.

#Pro Tip: Opt for do-follow links and not no-follow links. Do-follow links pass the link juice, no-follow doesn’t.

Link text(anchor text)

The text of the link that is visible to the users. Search engines use anchor text to indicate the relevancy between the referring site, the link and the content of that link.

#Pro Tip: All three should have common keywords, to avoid being marked as spam.

Long tail

A type of keyword classification based on a number of words in the target keyword. Longer the better, as the search trend is shifting towards voice search it is important to include conversational keywords.

#Pro Tip: Target long tail keywords for all your blog posts, you can always target multiple long tail keywords(variants, synonyms) so that your content ranks in voice search results too.

Link Hoarding

A bad practice of restricting the link popularity by not linking to other sites. Furthermore, there are few websites that link out using javascript. As you already know that the JS is not crawlable by the search engines.

#Pro Tip: Linking to authority sites is very useful for your website/blog. Outbound links are not always fruitful. If you feel the links are creating problems, either unlink it or make it no-follow.

Link Rot

The percentage of broken links on your website. Broken links are the hyperlinks that lead to a dead end of a webpage. Either the webpage is no more active or is moved to another URL.

#Pro Tip: Broken links are best things to find on a website. You can ask the website owner to replace a broken link with your link and there very high chance that you will get a backlink easily.

Local Search

In order to bring your business to locals of your geo-location, you spend time researching location-specific keywords. Furthermore, these keywords are no way different from the rest keywords. It’s just that local search keywords are highly specific with a mention of location. The keyword “laundry in baker street London” is a lot more different in terms of search intent that the keyword “laundry shops” is.

#Pro Tip: Use location as keywords to target your audience. If you optimize your web pages wrt location-based keywords, there is very high chance of your business being listed in SERPs.

Local Host

In terms of web-designing, localhost literally means ‘this computer’. Localhost is usually used to host your website locally for testing purpose. Unlike any other URL which connects to a server on a different part of the globe, localhost connects to the same computer it’s hosted on.

#Pro Tip: Localhost is a great way for training, testing and development purposes. Furthermore, it is a useful way to test new updates on the website before you publish it live. Use software like Flywheel if you want to set up the website locally. This software supports WordPress only.


META tags

Codes within the <head> section of an HTML page which has information about the page. In most cases, META information is visible on SERPs but not on the page. META tags include meta description and meta keywords. The meta description is something the search engine picks and shows it on SERPs. Furthermore, meta keywords are something you use in meta tags.

#Pro Tip: Is it very important to have an accurate and in detail META title and the description. Since this information is the one that search engines rely on to decide the relevance of the search term and your web page. Have your target keywords in the meta description to reach a broader audience.


The generate income from your website, either by ads, affiliates, selling products or services.

#Pro Tip: Use ad banners to monetize after you have decent traffic. Until then, use affiliate links to gain trust and smooth traffic.

Mobile first

An algorithm update by Google where the search engine will rank websites based on their mobile version. This holds true even when the search is made on a desktop.

#Pro Tip: Have a highly optimized mobile site or use AMP to accelerate the speed of web pages on mobile.

Natural search results

The search results that are no way sponsored or paid for. These are also known as organic results.

#Pro Tip: Paid results are fruitful only when you have a decent organic traffic. So focus on improving traffic first.


It is command or tag that tells the search engine that the link in the code is not to be followed. Furthermore, the search engines do not pass SEO link juice to linking site. Aka noindex links.

#Pro Tip: Have nofollow links only when you are linking to suspicious sites. Otherwise, nofollow tags are totally of no use from webmaster’s point of view.

Nonreciprocal links

If a site A links to site B, but site B does not link to site A, this form of link is known as a nonreciprocal link. Furthermore, search engines tend to pay more attention to nonreciprocal links as they seem authoritative.

#Pro Tip: Avoid reciprocal links, as it seems like a contract to search engines, like a link for a link.

Natural Language Processing

Algorithms these days are smart enough to understand the search intent of the search terms. Furthermore, the search engines tend to serve results as per the search intent and no by matching the search keywords.

#Pro Tip: Focus on understanding the user’s search intent and not the keywords. Build your content around the context and not the topic.

No Index

A tag in HTML where you disallow the search engines to index your web pages on search engine page results even if other web pages are linking to it.

#Pro Tip: Use this tag to keep your private web pages away from eyesight of the internet.


A topic or a subject your website focuses on. Like my website’s niche is digital marketing since I cover topics on digital marketing.

#Pro Tip: If you are not sure of which niche to pick for high revenue, consider this list of high paying niche by Google Adsense.


Organic Search Results

Most of the major search listings are basically of two types, Paid, and unpaid listings. The unpaid listings in the SERPs are the organic search.  Furthermore, organic search is most reputable of the two. Paid traffic is not considered valuable by the search engines

#Pro Tip: Pay more attention to gaining organic traffic, as it will help you scale your rank higher.

Organic traffic

The traffic coming from clicks on organic search results on the search engine. To get more traffic to your website, you should opt for search engine optimization(SEO). That is the whole purpose of this practice.

#Pro Tip: Get as much organic traffic as you can. Because organic traffic has higher importance than paid traffic.

Outbound links

Links to build outside of your domain, or in other words one URL of your domain pointing to another URL of another domain.

#Pro Tip: Try to have at least 2 outbound links in every post. And make sure the URL you link to is relevant to your domain and the post.

Outreach Marketing

Marketing tactics in which popular blogger and marketers are approached for backlinks, recognition or getting featured in any of their posts. These approaches are either paid or free depending on what the intent is.

#Pro Tip: Use this tactic to gain backlinks to your domain and increase your exposure for the same.

Open Source

The computer programs that available for free for users.

#Pro Tip: WordPress is an open source program that is available for free for users to use. You just have to pay for hosting service.



A value between o and 1 given by the Google Algorithm. Furthermore, the algorithm quantifies this metric by considering link popularity and trust among other competitors.

#Pro Tip: Getting backlinks will help increase PageRank.


The Google’s algorithm update that came out in 2011. This update hit hard the poor quality website that made their way to search engine page results.

#Pro tip: Have informational content on your website. Doesn’t matter what niche it is.


Metric used to measure number of times a particular page of your website loads on end user’s device. This metric is also used to determine how engaged your end users are with your web pages.

#Pro Tip: Use proper keywords so that your web page appear higher in search engine page results and hence get more traffic and pageviews.


Also known as page rank. It is the position of your web page in search engine results page.

#Pro Tip: There are 200+ factors that determines your page rank, of which backlinks are the number one factor. Build authoritative & relevant links and grow higher in rank.


One of the biggest algorithm update from Google that came out in 2012. This update was brought into action to eliminate spammy websites from search engine results page. Websites that indulged in buying links or link exchange were hard hit by this update.

#Pro Tip: Avoid keyword stuffing in any of your web page or blog post(s)


Yet another algorithm update from Google that came out in 2014. This update focuses on local searches, actually it promotes local search. By 2014, the mobile revolution already had been running in full phase. Hence more and more people began “local search” hence the update.

#Pro Tip: If you are a local business owner, make sure your business if optimized for local search. Sign up for Google My Business and appear in maps, local search and more.

Pay For Inclusion

Paying a search engine or directory to include a URL in it.

#Pro Tip: Avoid PFI to do away with being penalized by Google. Google disrespects PFI.

PPC(pay per click)

An ad campaign program which charges the advertisers when an end user clicks on it.

#Pro Tip: Google AdWords is an example of ad agencies.

PPA(pay per action)

Similar to pay per click, pay per action is an ad campaign which is chargeable when an end user takes any action in terms of conversion.

#Pro Tip: Use this campaign to gain subscribers and user sign-ups.


PHP is programming and scripting language that helps you create dynamic and interactive websites. Just like WordPress, PHP is open source language.

#Pro Tip: WordPress is written using PHP, so if you have any idea of creating custom plugins, use PHP to do so.


Pingback allows you to notify other bloggers that you have linked to their article on your website.

#Pro Tip: If another blogger or author has a pingback-enabled website, then they can see a notification of the pingbacks.


Permalinks are Permanent URLs of the individual web pages of your website.

#Pro Tip: If you a WordPress user, by default the URL contains the page id which is not SEO friendly. Anything other the default is SEO friendly.

Parent theme

A parent theme is a feature in WordPress that helps theme developers and designers to take advantage of robust WordPress themes and modify them and create child themes.

#Pro Tip: Often beginners confuse parent themes with theme frameworks. Furthermore, all WordPress theme frameworks are parent themes, but all parent themes are not theme frameworks.

Post Slug

The part where you chose the name of the post, apart from the default homepage URL. For example, is a post slug/.

#Pro Tip: Do not change this slug/URL once you have published a post or a page. If you do, make sure you redirect page from old URL to the new one. If you don’t people with old URL will get a 404 error page.


A plugin is a piece of software with certain functions that enhance your WordPress website’s capabilities.

#Pro Tip: Find a plugin for almost every need from the official WordPress plugin directory.



QDF stands for Query deserves freshness, which means that the Google search algorithm might display fresher results than the old ones. This happens following an event or occurrence that is public.

#Pro Tip: If you are a news blogger, make sure you have posted some content on those events with the trending keyword in it.


The search term that users use to search for information they are looking for in the search engine. These search terms are keywords for your business.

#Pro Tip: Use these keywords to match the user’s search and appear in front of them with your web page.

Quality Content

Content that helps your readers with all the information they are looking for. Furthermore, the content should be powerful enough to help you achieve your goals.

#Pro Tip: Write quality content which will help you get backlinks.


Reciprocal link

Two websites which link to each other. Furthermore, the major search engines do not find reciprocal links too good and reliable.

#Pro Tip: Do not go for reciprocal links, even if you opt for it make sure it is not for similar content. Site A can link to Site B and vice versa, but both the content should be different.


When you change the URL or move a web page to some other URL, it is known as a redirect. Redirecting users from one URL to another. Irrespective of the platform, all the URLs can be redirected to any other URL bu 301 and 302. 301 is a permanent redirect, 302 is temporary.

#Pro Tip: If you are on WordPress use plugin Redirection.  


Robots.txt is a file in the root directory of a website, that has instructions for search engine spiders. Furthermore, this file comes handy when you want to restrict search engine spiders from crawling certain pages on your website.

#Pro Tip: Category and tag pages are not important and you can prevent search engines from crawling it.

ROI (Return on  Investment)

A metric useful for people who have been investing in various aspects of an online business. Be it a technical investment, or inventory. ROI is basically to understand which investments are doing good and which aren’t.

#Pro Tip: Use this metric to know which investments you should be continuing and which are waste of time and money.

Ranking factor

An individual metric or factor that helps search engine algorithm(s) determine the rank of a web page. For Google, there are over 200 ranking factors.

#Pro Tip: Backlinks are the number one ranking factor for almost all major search engines.

Rank Brain

The artificial intelligence program developed by Google to understand the search intent of searchers. Furthermore, this program is even capable of handling anonymous queries, i.e. the queries that Google has never seen or received.

#Pro Tip: This program is capable of understanding semantic search queries hence your job is to produce contextual content that is semantically informational for your end users.

Responsive website

A website that automatically adapts to user’s screen is aka responsive website.

#Pro Tip: Use themes from Theme Forest(by Envato), WPGroupBy, and App Themes for one of the best responsive themes for almost any niche.

Rich Snippets

Structured data that can be added to the HTML of a website to provide contextual information to the search engines during crawling.

#Pro Tip: This information is shown on SERPs resulting in an enhanced listing which is known as rich snippets.


Advertising program targeted at people who have previously visited your website viewed a product on your website or added a particular product to cart.

#Pro Tip: Retargeting is very useful for e-commerce businesses. You can retarget the customers who viewed a product or added it a wishlist. In a retargeting campaign, you can offer a discount other than the usual discount.


SEM (search engine marketing)

Search engine marketing is usually dealing with all the activities you do to grow your business through search engines.Activities like researching, submitting, positioning etc. Furthermore, the SEM also includes search engine optimization, paid listings, and other search engine specific activities that will increase the exposure of your website on search engines.

#Pro Tip: Create a proper marketing campaign where you can control the various means to communicate your thoughts and ideas about your business to potential customers or readers. SEM will help you reap your goals through that marketing campaigns.

SEO (search engine optimization)

The most crucial part of having your business online. Search engine optimization is the process of increasing number of visitors to your website by achieving high rank in SERPs. Higher the rank higher is the traffic to your website/blog. SEO ensures that your business gets enough business through the search engine(s).

#Pro Tip: Top three positions on SERPs get 61% of clicks so put your efforts to rank high in SERPs using SEO.

SEO Title

A title tag is typically the heading of any web page, be it a page or a blog post. SEO title is very important tag in on-page SEO. The search engine spiders, learn a lot about the web page from this very tag. Title should be catchy, informational and keyword rich.

#Pro Tip: SEO title is 70 character long. Hence you have to make it as informational as possible along with using keywords in it. Best practice is to front load your target keyword, ex what I’ve done for this post. “SEO Glossary 2018: 300+ terms of SEO+Pro Tips [New terms added]”

Search Operators

Search formats and tricks to narrow down your search and find what exactly you are looking for. Here are some search tricks that you should know.

#Pro Tip: Use these search operators in your web pages to teach the search engines that your web page is one of the best suited result for the search query. For example, if you are a music blogger you can use keywords like, Linkin park + Jay Z 

Search Intent

It is very important to understand the intentions of your target audience. If you tap the right chords by using this understanding, you grow exponentially. Use this search intent understanding to frame your website for highly potential users.

#Pro Tip: Search intent keywords are highly specific, ex: 42 inch Samsung LED tv. Operators also play big role in narrowing down results.


A single page or structured group of pages that has links to all the individual page and posts on your website/blog. Furthermore, sitemaps help you improve site usability by serving the data structure of the site upfront for the users.

#Pro Tip: Keep the XML sitemap of your website/blog at the footer to help search engines find all your web pages in one single place.

SMM(Social Media Marketing)

Just like SEM, there’s something called SMM which helps you reach a larger audience on social media platforms. This usually involves paying the social media platform to advertise your business to a potential group of people who are most likely to find your business useful.

#Pro Tip: Using SMM, you can target people based on interest. And this helps you target people who can become potential customers to our business. For example, on Facebook, you can promote your business of Health & Fitness and target people who interested in health & fitness.

Static page

A web page without dynamic elements/content or variables such as session IDs in the URL.

#Pro Tip: Static pages are good for SEO work as the static pages are friendly to search engines.


Six algorithmically-chosen links from within your website/blog that appear below the listing of a top ranking organic search result.

#Pro Tip: You can block pages from appearing in SERPs as sitelinks. You can choose which page should appear from Google search console or Bing Webmasters.

SSL Certificate

SSL(Secure socket layer) certificate is a digital certificate that is used for website identity authentication. Furthermore, SSL certificate is also used to encrypt data being sent to the servers using secure socket layer technology.

#Pro Tip: Use SSL certificates to avoid missing potential users for your business as Google chrome shows “Not Secure” tag for the websites that do not have SSL certificate.

Stop Word

Frequently used words like a, at, for, in, on, etc. In the past, search engines have actively ignored stop words to save time/resources in indexing.

#Pro Tip: Search engines have grown to become much smarter than before, so they are no more ignore stop words. You don’t have to worry about using stop words in the URL. Try to avoid stop words or use it only when it is meaningful.


Time on page

Amount of time a user spends on your web pages before leaving. This is an indication of quality and relevance of the content the user is seeing.

#Pro Tip: Open all interlinks or external links in new tab to increase time on page.

Title tag

A title tag is an HTML meta tag that has the title of the webpage encoded in it. Usually, the title tag is something a search engine shows in the SERPs.

#Pro Tip: The title tag should be relevant and contain target keywords. It should be written so it makes sense to people which will further help you have more clicks and better CTR(click through rate)


UGC(User Generated Content)

Any type of content that is created by the users is known as user-generated content.

#Pro Tip: UDCs can be of great use for your marketing strategy. You can have content(photos, videos, hashtags etc) that the user can use in their content hence promoting your brand effortlessly.


Uniform Resource Locator is the address of a specific page on the internet. URL is address of a web page within the domain.

#Pro Tip: Have keywords in your URL and have the URL as short as possible.


Voice search

A technology that allows users to interact with devices connected to the internet by their voice. Furthermore, these devices serve relevant results or perform actions as per the user’s command.

#Pro Tip: Voice search is the next big thing in SEO space, focus on using conversational keywords(that people usually use while talking with others) to rank higher in mobile voice searches.


White hat SEO

White hat SEO technique is SEO friendly practices that comply with the guidelines laid by search engine giants.

#Pro Tip: Comply with webmaster guidelines laid by Google and Bing to avoid being penalized.


A popular content marketing software which is open source and power almost 30% of all the websites on the internet.

#Pro Tip: get started with creating your own WordPress website in 30 minutes.

Website Speed

Time taken for any of your web page to load on end user’s device. For good SEO and UX have good websote speed, i.e. make your website load faster.

#Pro Tip: Use CDN(paid service) to deliver the web page content faster than your server can deliver.



The extensible markup language is markup language that all the search engines use to understand the website data.

#Pro Tip: Sitemap is an XML file that helps search engines closely understand your website. Usually, sitemaps can be found at


Yoast SEO

Probably the best plugin for SEO on WordPress platform.

#Pro Tip: Yoast helps you create totally SEO friendly web pages. Use Yoast to have a great on-page SEO which will be the foundation of all your SEO campaigns further.


The most popular search engine from Russia. Yandex was founded on 23rd Sept’97.

#Pro Tip: Considering the huge number of users of the search engine, it is important to optimize your content for this search engine. If you opt to optimize for Yandex, make sure you add multilingual support for the Russian language.


I am an SEO consultant by profession and photographer by choice. I have 5+ years of experience in SEO consulting and content marketing. I aim to become the one-stop for all your digital marketing needs

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