Glossary of SEO Terms
Digital marketing has its own language, which may be difficult for newcomers
to immediately understand. Some of it refers to the more technical side of the internet that many people aren’t familiar with. SEO terms also suffer from the “alphabet soup effect” because of the many acronyms. Adding to the confusion are phrases that are very similar to each other but mean different things.
Algorithms are the software search engines use to deliver results. They scan webpage content for keywords relevant to what a user is searching.
You may hear phrases such as “serve the algorithm” or “appeal to the algorithm.” This describes the effort creators have to make to provide what search engines are looking for. Those who fail to do so don’t rank as well in results and therefore have low visibility. However, what is necessary to “serve the algorithm” changes as tech companies roll out updates of their software.
One of the biggest advantages the internet provides is the ability to direct visitors to other webpages. Backlinking is when an external site links back to one of your pages. This is a great way to drive traffic to your business website if done right.
Backlinking can occur on social medial posts, blog posts, or articles. It’s most effective when the external content somehow relates to your company’s products and services. That way, you’re appealing to an audience that is more likely to have interest in your offerings.
Keyword density describes how much of your content contains SEO words. This is a delicate balance, as the keyword density is a huge factor in rankings.
Keyword density is usually written as a percentage. If a blog has a keyword density of 3%, that means keywords make up 3% of the total word count. Different search engine algorithms look for different keyword densities.
A key performance indicator is a metric provided by quantifiable data that allows you to measure how well a strategy is doing. A common KPI used by businesses is conversion. How many visitors are converting into customers? You can determine this by looking at how many site users make a purchase. Comparing this data over time can show you how well the website is moving visitors through the purchasing process. There are many different kinds of KPI, but all allow for this type of objective comparison.
SEO stands for search engine optimization. This strategy “serves the algorithm” by including relevant keywords in your content. This encompasses several steps: choosing keywords, determining ideal keyword density, and creating content.
Although SEO focuses on keywords, it can also provide other benefits. For example, well-done SEO content can establish trust between you and users by positioning your company as an expert.
The search engine results page is what users see after they type a query into a search engine and hit enter. You may hear the term “ranking” in connection to SERP. A page’s ranking describes where it’s listed in the results. The closer to the top a page is, the more likely users will see it. The goal of SEO is to show up as high on the results as possible.
SEO is a dynamic field, with many things changing as technology evolves. However, if you have a solid understanding of SEO basics, you can embrace these changes as new opportunities for marketing.