If you’re a newbie to online marketing, let me introduce you to search engine optimisation (SEO). As complex as it may sound, SEO could be your saviour to being seen and heard on the web. The process of SEO is all about optimising your online content and making your website search engine friendly. So, to help you get started, I’ve put together a little jargon guide filled with must-know SEO phrases.
Algorithm: Search engines use this programme to determine which pages are most relevant to a specific keyword, search term or phrase
Alt text: Also known as alterative text, is the text displayed when an image can’t be. Googlebots find it hard to understand images, so this helps them to understand exactly what is on the page
Analytics: The collection and analysis of data, such as traffic to a site, the number of visitors and the bounce rate. It’s interesting to use analytics to understand what the most popular pages on your site are, or if there’s a certain style of post that your readers love to read. Then, you can make sure you post more of them to boot visits and views even further!
Black hat SEO: This style of SEO covers the practices that Google says will earn you a penalty or maybe even a ban from the results pages. It’s probably best to steer clear…
Bounce rate: The percentage of people that enter a site and then leave without visiting any more pages. The lower the better
Cascading style sheets (CSS): A web language used to apply styles to web elements such as typeface, colour or background
Click through rate (CTR): The percentage of users who for example, saw an advert or link compared to how many people clicked on it
Crawling: The process by which Google sends out Googlebots (or web spiders) to collect information on new or updated web pages which helps your inclusion in search results
Call to action (CTA): These are words or buttons that persuade the user to complete a certain action. For example, “Shop now” or “Subscribe to our newsletter”
Impression: Each time a user views your online content it is counted as an impression
Internal links: Linking different content within your own site. This is a great way of showing Google that your site has worth
Landing page: The page you want the user to land on first
Meta description: A short description that appears under a page title in search results. This can play a big role in whether the user wants to read the rest of the article or not!
Nofollow: A command that you add manually to a link on your site that will instruct Google not to pay attention that link. For example, it’s pretty important to use these for blog posts
Organic search results: Free, unpaid, natural results. And perhaps the best kind of search engine results?
Paid search: These results are paid for. For example, a company will pay to be included in the top three results on Google
Pay per click (PPC): Companies or individuals who want to achieve a higher ranking on search engine results pages will use paid search, specifically PPC, and will be charged for each click on a link or advert
Proxies: A proxy allows a user to hide their IP address and remain anonymous when using the internet
Really simple syndication (RSS): A standard data feed system used to deliver updates/content from websites to users. A great way for users to keep up to date with your latest posts!
Search engine marketing (SEM): This is all about making your site more visible to search engines, which in turn will attract new and returning visitors to your site. This can be done by either organic or paid search
SERP: Search engine results page
White hat SEO: This is best practice for SEO. It helps make your site more visible and accessible to the user, fairly and transparently
I hope you enjoyed the SEO jargon buster and now feel ready to take on the world of search engine optimisation!