SEO Glossary: Decoding Technical Terms and Acronyms for Website Optimisation


Search engine optimisation (SEO) is an industry filled with technical terms and acronyms. This SEO glossary is designed to help you decipher this language and better understand the processes involved in optimising websites for search. We will of course add to this as time goes on…


Search engine optimization (SEO) is a digital marketing activity aimed at improving rankings on search engine results pages (SERPS) and increasing relevant website traffic in the process. SEO targets unpaid organic traffic from search engines such as Google.


SERPS is an acronym for search engine results pages. These are the pages that will load after you have typed in a search query on Google, Bing or other search engines.


Keywords are essential to any successful search engine optimiaation campaign. Keywords will aid searchers in discovering your content and help your website appear organically on Google’s results when someone enters a search query.


You may have heard the phrase ‘content is king’. Content is what you write for web pages and the images you may upload.

Content Relevance

When discussing content for a website you will often hear about relevance. This means relevance to the search queries you are targeting. Content should be written in a way that enables search engines to understand its relevancy to user search queries.


Backlinks are hyperlinks from external websites that point to your website. Having a lot of links from websites that are popular and relevant to your niche can improve search engine rankings.


This is a snippet of code used to link content on a web page with another destination within the website or externally to another site to find more information. Information should be relevant when hyperlinks are used and not just included for SEO purposes.

Link exchanges

This is where a website owner offers to link to your website if you link back to them in return. Unfortunately this can devalue any benefit these links might have brought. It is also risky to get involved in any kind of link building designed to game the system including link exchanges with spam sites.

Keyword stemming

Keyword stemming is a technique Google uses to recognise the variations of words and incorporate those variations into its algorithm. For instance, if you use’shop’ on your page, Google will consider shopping, shopped and shops as stem keywords for the term’shop’.

Structured data

This is a way of adding specific information to a web page that search engines can better comprehend and display in rich results pages. For instance, structured data allows you to add product details like brand, color, reviews, size and model directly on a product page.


These are HTML elements that represent different levels of headings on a webpage. Header tags should contain keywords for both search engine optimization (SEO) and reader benefit. They should not appear spammy.


Citations are references to a business by its name, address and phone number (NAP) on another site. Citations can be an effective source of quality backlinks for your website if the referenced site is trustworthy.

Topical relevance

Is a measure of how well your web content is targeted to the topic covered on the web page. It can be used in combination with backlinks to boost rankings for keywords and phrases.

Local SEO

Local SEO is the practice of targeting keywords relevant to a certain location or group of locations, such as a city or region. This technique can improve search engine rankings and attract new customers to local businesses such as plumbers and electricians.

On-page optimisation

On-page SEO is the practice of optimising your website content so that it appears higher in search engine results. This involves everything from titles and meta descriptions, to internal link building.

Keyword research

Keyword research is an integral component of SEO. Researching the most widely used keywords in your niche will allow you to craft more effectove content targeted to keywords that are relevant to your business.

H1 tags

Headings are an essential element of on-page SEO, as they enhance user experience and make it simpler for search engines to interpret the content on your site. It is essential, therefore, to use H1 tags and subheadings in your content.

Title tag

This is one of the most critical elements on a web page, as it appears on search engine result pages and often plays into Google’s ranking algorithm. A successful title should include your primary keyword to indicate that the page is relevant to certain search queries.

Link building

Quality links are the foundation of search engine optimisation, and there are various link building techniques you can use to boost your rankings. Whether you’re new to SEO or have years of experience under your belt, understanding the different types of link building is essential for increasing your site’s rank in SERPs and driving more organic traffic from organic searches.

Content creation

Content creation is a type of marketing that involves creating and distributing content to draw in and keep visitors. Whether it’s articles, videos, or social media posts – content is key for your brand’s online presence and can have a major impact on how successful you are at SEO.

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