A12 terms
Attribution↗
Deciding which touchpoints get credit for a conversion, and how much.
A/B test↗
Running two versions at once to see which performs better, with the traffic split at random.
Anchor text↗
The visible, clickable words in a link — a signal for what the linked page is about.
AI Overviews↗
Generated summaries shown above traditional results, assembled from sources the model considers reliable.
Audience segmentation↗
Splitting the market into groups that deserve different messages or different budgets.
ASO↗
Improving visibility and conversion inside the App Store and Google Play — keywords, creative, ratings and localisation, measured on installs that stay.
Allow Command↗
The robots.txt directive that permits crawling of a path, typically to carve an exception out of a broader block.
AMP↗
A restricted HTML framework that served pre-cached, very fast mobile pages.
Alt Text↗
The text alternative that describes an image to screen readers and to search engines.
Average Position↗
The mean position of a site’s results across the impressions it received.
Average Session Duration↗
The mean time visitors spend on a site per session.
Above The Fold↗
The part of a page visible before the visitor scrolls.
B11 terms
Bounce rate↗
The share of sessions that end without a second interaction.
Brand awareness↗
How many people in your category recognise you before they need you.
Backlink↗
A link from another site to yours — historically the strongest signal of authority in search.
Bid strategy↗
The rule set that decides what you offer in each auction, manual or automated.
Brand mention↗
Being named in an article or discussion, with or without a link back.
Breadcrumb↗
A trail of links showing where a page sits in the site hierarchy.
Blog Content↗
Articles published in a site’s editorial section to serve informational and commercial queries.
Brand Anchor Text↗
A link whose visible text is the brand name.
Broken Link↗
A link pointing at a URL that no longer returns a working page.
Black Hat Link Building↗
Acquiring links through tactics that violate search engine guidelines.
Black Hat SEO↗
Tactics that try to manipulate search results in ways search engines explicitly prohibit.
C42 terms
Conversion rate↗
The share of visitors who complete the action a page was built for.
CAC↗
Everything spent to win one paying customer, media and salaries included.
Crawl budget↗
How many pages a search engine is willing to crawl on your site in a given period.
Canonical tag↗
Markup that tells search engines which version of a duplicated page is the primary one.
Core Web Vitals↗
Google’s field measurements of loading, interactivity and layout stability, collected from real users rather than lab tests.
CPC↗
What you pay for one click, set by the auction rather than by your bid alone.
CPM↗
The cost of a thousand impressions — the currency of reach buying.
CPA↗
Media spend divided by the conversions it produced.
CTR↗
The share of impressions that turn into clicks — how compelling your listing, ad or result is once it has been seen.
Creative testing↗
Running variants of an ad against each other to find what actually earns attention.
Content pillar↗
A theme the brand intends to own, deep enough to carry a year of publishing.
Crawling↗
The process by which a search engine bot follows links and requests pages to discover what a site contains.
Crawl Depth↗
How many clicks a page sits from the home page, and therefore how easily a crawler reaches it.
Cloaking↗
Serving search engines different content from the content shown to visitors.
Client Side Rendering↗
Sending a near-empty HTML shell and building the page in the browser with JavaScript.
Critical Rendering Path↗
The sequence a browser must complete — HTML, CSS, layout, paint — before anything appears on screen.
Cache↗
Stored copies of a response, kept so the next request can be answered without rebuilding it.
CDN↗
A network of servers that delivers a site’s files from a location near the visitor.
CMS↗
The system editors use to create, edit and publish a site’s content.
Cookies↗
Small files a site stores in the browser to remember state between requests.
CSS↗
The language that controls how a page looks and is laid out.
CSS Sprite↗
Combining several small images into one file and showing parts of it with CSS positioning.
Code 200↗
The response saying the request succeeded and the content follows.
Code 301↗
A permanent redirect: this URL has moved for good and the new one should replace it.
Code 302↗
A temporary redirect: the resource is elsewhere for now, but this URL remains the canonical one.
Code 400↗
A bad request: the server could not understand what was asked of it.
Code 403↗
Forbidden: the server understood the request but refuses to serve it.
Code 404↗
Not found: there is no resource at this URL.
Code 410↗
Gone: the resource existed, has been removed deliberately, and is not coming back.
Code 500↗
An internal server error: the application failed while handling the request.
Code 502↗
Bad gateway: one server received an invalid response from another it depends on.
Code 503↗
Service unavailable: the server cannot handle the request right now, usually through overload or maintenance.
Code 504↗
Gateway timeout: a server waited too long for a response from an upstream service and gave up.
Code 509↗
Bandwidth limit exceeded: the hosting account has used its allowance for the period.
Country Code Top-Level Domain↗
A two-letter top-level domain assigned to a country, such as .tr, .de or .fr.
Commercial Intent↗
A query from someone who intends to buy but is still comparing options.
Category Content↗
The written content on a category or listing page that explains what the section covers.
Content Marketing↗
Winning attention and trust by publishing material an audience values, rather than by interrupting them.
Click↗
A visit that began with someone choosing your result on a search results page.
Conversion Rate Optimization↗
The practice of increasing the share of visitors who complete the action a page is built for.
Citation Flow↗
A Majestic metric estimating a site’s link influence from the quantity of links pointing at it.
Compound Anchor Text↗
An anchor combining a brand name with a keyword, such as “Opsis Digital SEO services”.
D11 terms
Digital PR↗
Earning coverage, mentions and links by giving publications and communities something genuinely new to report — data, research or a defensible point of view.
Disallow Command↗
The robots.txt directive that tells a bot not to crawl a path.
Dynamic Rendering↗
Serving a pre-rendered HTML version to crawlers while browsers run the JavaScript application.
DOM Content Loaded↗
The event fired when the HTML document has been parsed, without waiting for images and stylesheets.
Domain↗
The address people use to reach a site, and the boundary most search signals are measured within.
Domain Age↗
How long a domain has been registered.
Domain Authority↗
A third-party score estimating how likely a domain is to rank, based on its link profile.
Duplicate Content↗
The same or near-identical content available at more than one URL.
Direct Traffic↗
Visits analytics cannot attribute to a referrer, reported as if the visitor typed the URL.
Dofollow Link↗
A normal link with no rel attribute restricting it, so it passes authority to its destination.
Disavow File↗
A text file submitted to Google listing links you do not want counted towards your site.
E6 terms
Entity↗
A person, brand or concept a search engine recognises as a distinct thing rather than a keyword string.
Editorial calendar↗
The schedule of what gets published, by whom, and what each piece is meant to achieve.
Embargo↗
An agreement that a story will not be published before an agreed time.
Evergreen Content↗
Content that stays useful long after publication because the question it answers does not expire.
Exit Page↗
The last page a visitor viewed before leaving the site.
Exact Match Anchor Text↗
A link whose visible text is exactly the keyword the destination page targets.
F10 terms
Funnel↗
The path from first contact to purchase, split into stages you can measure separately.
First-party data↗
Data you collected yourself, with consent, from your own customers and site.
Frequency↗
How many times the average person in your audience saw the ad.
Featured placement↗
Being selected by store editors for a collection, story or front-page slot.
Featured Snippets↗
A short extract lifted to the top of results to answer a query directly.
First Contentful Paint↗
The moment the browser paints the first piece of content — text, image or canvas — on screen.
First Meaningful Paint↗
The point at which a page’s primary content becomes visible, rather than just its first pixel.
First Input Delay↗
How long a page takes to respond to a visitor’s first interaction.
FTP↗
A protocol for moving files between a computer and a server.
Fetch As Google↗
The former Search Console feature for fetching a URL as Googlebot; now part of the URL Inspection tool.
G10 terms
GEO↗
Making your brand the source AI assistants quote, using clear entity data, consistent facts and content a model can extract and attribute.
Guest post↗
An article written for someone else's publication, credited to an author from your team.
Googlebot↗
Google’s crawler: the software that requests pages, renders them and feeds the index.
Gzip Compression↗
Compressing text responses — HTML, CSS, JavaScript — before they travel over the network.
Generic Top-Level Domain↗
A top-level domain not tied to a country, such as .com, .net, .org or newer options like .app.
Google Analytics↗
The analytics platform most sites use to measure traffic, behaviour and conversions.
Google Tag Manager↗
A container that lets marketing teams deploy and manage tracking tags without a release.
Google Trends↗
A free tool showing relative search interest for a term over time and by region.
Google Business Profile↗
The free listing that controls how a business appears in Google Search and Maps.
Google Discover↗
The feed that surfaces content to users based on their interests, without a search query.
H8 terms
Hub and spoke↗
A content structure where one hub page links out to focused supporting pages on the same topic.
HTML Sitemap↗
A human-readable page that links to the important sections of a site.
Heading Tags↗
The H1–H6 elements that express the hierarchy of a page’s content.
Hreflang Tag↗
Annotations that tell search engines which language and region each version of a page is meant for.
Hosting↗
The service that stores a website’s files and answers requests for them.
Htaccess File↗
A per-directory configuration file on Apache servers, commonly used for redirects and access rules.
HTTP Status Codes↗
The three-digit codes a server returns with every response, saying what happened to the request.
Hidden Links↗
Links deliberately made invisible to visitors — same colour as the background, zero-size text, off-screen positioning.
I14 terms
Indexing↗
Whether a crawled page is actually stored and eligible to appear in results.
Internal linking↗
Links between your own pages, used to pass authority and signal topic relationships.
Impression share↗
How often your ad appeared compared with how often it was eligible to appear.
Install attribution↗
Deciding which campaign gets credit for an install, on platforms that deliberately limit tracking.
Index↗
The archive a search engine builds from crawled pages and serves its results from.
Image Sitemap↗
Sitemap entries that list the images a page contains so they can be discovered and indexed.
Image Compression↗
Reducing the file size of an image while keeping the quality a visitor actually perceives.
Image Resizing↗
Serving an image at the dimensions it is actually displayed at, rather than scaling a large file in the browser.
IP Address↗
The numeric address identifying a server or device on a network.
Informational Intent↗
A query made to learn something rather than to buy or to reach a specific site.
Image Title↗
The title attribute on an image, shown as a tooltip on hover.
Image Optimization↗
Preparing images so they load fast, describe themselves properly and can be found in image search.
Impression↗
One appearance of a result on a search results page a user viewed.
Infographic↗
A visual presentation of data or a process, designed to be understood quickly and shared.
K7 terms
Keyword cluster↗
A group of related queries served by one page or one set of connected pages.
Keyword field↗
The 100-character hidden field on the App Store that feeds search matching.
Keyword↗
A word or phrase a page is built to answer, chosen because people search for it.
Keyword Research↗
The work of finding what your market searches for, how often, and with what intent.
Keyword Density↗
How often a target term appears in a page relative to its total word count.
Keyword Stuffing↗
Repeating or hiding a term unnaturally in an attempt to manipulate rankings.
Keyword Cannibalization↗
Several pages on the same site competing for the same query, so none of them wins cleanly.
L14 terms
LTV↗
The margin a customer produces over the whole relationship, not just the first order.
Landing page↗
The page a campaign sends traffic to, built for one action rather than general browsing.
Lookalike audience↗
An audience the platform builds by finding people similar to a list you supplied.
Localisation↗
Adapting the listing for a market — language, examples, screenshots and keywords — rather than translating it.
Link earning↗
Getting links because a page deserves citing, rather than because you paid or traded for it.
Lazy Loading↗
Deferring the download of an image or component until it is about to enter the viewport.
Log File Analysis↗
Reading raw server records to see exactly which URLs bots and users requested, when and with what response.
Lighthouse↗
An open-source auditing tool that scores performance, accessibility, best practices and SEO in a lab environment.
Latent Semantic Indexing↗
A document-retrieval technique from the 1980s, often misquoted in SEO as a ranking method.
Long Tail Keywords↗
Longer, more specific queries with lower volume and usually clearer intent.
Link Juice↗
The informal name for the ranking value a link passes from one page to another.
Link Farm↗
A site or network of sites that exists mainly to host links to other sites.
Link Bait↗
Content created specifically because people in a field will want to reference it.
Local SEO↗
Work aimed at visibility in searches with a location attached, and in map results.
M4 terms
Media list↗
The vetted set of journalists, newsletters and communities a story is offered to.
Meta Description↗
The page summary a search engine may show beneath the title in results.
Meta Keywords↗
A meta tag that once listed a page’s target keywords for search engines.
Money Anchor Text↗
An anchor containing the commercial terms the destination page sells on.
N8 terms
Newsjacking↗
Adding a useful expert angle to a story that is already running.
News Sitemap↗
A sitemap limited to articles published in the last two days, used to surface fresh content quickly.
Noindex Tag↗
A meta robots directive telling search engines to keep a page out of the index.
Navigational Intent↗
A query aimed at reaching a specific site or page the searcher already has in mind.
New Users↗
Visitors analytics has not seen before, identified by a first-party identifier.
Nofollow Tag↗
A rel attribute telling search engines not to pass ranking credit through a link.
Naked Link↗
A link whose anchor text is the URL itself.
Negative SEO↗
Deliberate attempts to damage another site’s search performance.
O5 terms
Outreach↗
Contacting editors, writers and community owners to place a piece of work with them.
Original data↗
A finding only you can publish, drawn from your platform, customers or operations.
On Page SEO↗
Everything on the page itself that affects how it is understood and ranked: content, titles, structure, links and markup.
Organic Traffic↗
Visits that arrive from unpaid search results.
Other Anchor Texts↗
Anchors that are neither brand nor keyword — “click here”, “this study”, “read more”.
P10 terms
Pitch↗
The short message that offers a story to a specific journalist or editor.
Pagination Tags↗
The markup and links that connect a sequence of pages in a list or archive.
Protocol↗
The rules governing how a browser and a server exchange requests and responses — HTTP and its successors.
Proxy↗
An intermediary server that makes requests on a client’s behalf.
Pop-up↗
An overlay shown on top of page content, usually to capture an email or announce an offer.
PageSpeed Insights↗
Google’s tool reporting both lab measurements and real-user field data for a URL.
Pogo Sticking↗
When a searcher clicks a result, returns to the results page almost immediately, and clicks another.
Paid Traffic↗
Visits that arrive from advertising rather than from unpaid results.
Pages / Session↗
The average number of pages a visitor views in one session.
PageRank↗
Google’s original algorithm for scoring a page’s importance by the links pointing at it.
Q3 terms
Qualified lead↗
A lead that meets the criteria sales agreed to — the metric performance media should optimise to.
Quality Score↗
The platform's estimate of how relevant your keyword, ad and landing page are to each other.
Qualified install↗
An install that leads to real use — typically opening the app more than once.
R11 terms
Retargeting↗
Showing ads to people who already visited, usually the cheapest and most over-credited spend in an account.
Robots.txt↗
A file at the root of a domain telling crawlers which paths they may request.
ROAS↗
Revenue attributed to advertising divided by what the advertising cost.
Retention (app)↗
The share of installs that keep using the app after a defined period, e.g. day 7.
Ratings and reviews↗
The star average and written feedback shown on the store page.
Rich Snippets↗
Search results enhanced with extra detail — ratings, prices, availability — drawn from structured data.
Redirect Chain↗
A URL that redirects to another URL that redirects again before reaching the final destination.
Redirect Loop↗
Two or more URLs that redirect to each other endlessly, so no page is ever served.
Rank Tracker↗
A tool that checks and records where a site ranks for chosen keywords over time.
Referring Domains↗
The number of distinct websites linking to a site, regardless of how many links each one contributes.
Ranking Factor↗
Any signal a search engine uses when deciding the order of its results.
S27 terms
SEO↗
Earning organic visibility through technical health, content architecture and authority — traffic you do not pay for per click.
SERP↗
Everything a query returns — organic results, ads, and whatever features sit above them.
Search intent↗
What the person actually wants when they type the query — to learn, to compare, or to buy.
Schema markup↗
Structured data that describes your content so engines and assistants can interpret it accurately.
Share of citation↗
How often your brand is quoted in generated answers compared with competitors.
Sitemap↗
A machine-readable list of the URLs you want crawled, with their last modified dates.
Server-side tracking↗
Sending conversion events from your own server instead of relying on the browser.
Store listing↗
The product page inside the App Store or Google Play: title, subtitle, icon, screenshots, video and description.
Screenshot narrative↗
The order and captions of store screenshots, read as a sequence rather than a gallery.
Store experiment↗
A split test run inside the store itself, on real store traffic.
Store conversion rate↗
The share of store page visitors who install.
Sitemap Directive↗
The robots.txt line that points crawlers at the site’s XML sitemap.
Sitelinks↗
The additional links shown beneath a result, pointing at sections of the same site.
Search Query↗
The exact words a person types or speaks into a search engine.
Search Operators↗
Special commands that narrow a search — site:, inurl:, intitle: and the rest.
Soft 404↗
A page that says nothing was found but answers with a 200 status code.
Server Side Rendering↗
Building the HTML on the server so the browser receives a complete page.
Site Speed Optimization↗
The work of reducing how long a page takes to become visible and usable.
SSL Certificate↗
The certificate that lets a site serve traffic over an encrypted HTTPS connection.
Subdomain↗
A separate host under the same domain, such as blog.example.com.
Subfolder↗
A directory within a domain’s path, such as example.com/blog.
Short Tail Keywords↗
One- or two-word queries with high volume and broad, ambiguous intent.
Search Console↗
Google’s free tool reporting how a site performs in search and how Google sees it.
SEO Visibility↗
A vendor index estimating how visible a domain is across a tracked set of keywords.
Session↗
A group of interactions one visitor has with a site within a given time window.
Sponsored Tag↗
The rel value marking a link as an advertisement, sponsorship or other paid placement.
Spam Link↗
An artificial or manipulative link created to influence rankings rather than to help a reader.
T9 terms
Technical SEO↗
The engineering half of organic: crawling, rendering, speed, status codes and migration safety.
Thought leadership↗
Publishing a position your competitors avoid, under a named author who can defend it.
Title Tag↗
The HTML element that names a page, shown as the headline of a search result and in the browser tab.
Time to First Byte↗
The delay between requesting a page and receiving the first byte of the response.
Third Party Resources↗
Scripts, fonts, widgets and pixels loaded from domains you do not control.
Transactional Intent↗
A query made with the aim of completing a purchase or sign-up now.
Thin Content↗
A page that adds little for the visitor beyond what is already available elsewhere.
TF-IDF↗
A statistical weight for how distinctive a term is in one document compared with a wider collection.
Trust Flow↗
A Majestic metric estimating how trustworthy a site’s link profile is, based on proximity to known-good sources.
U7 terms
UTM parameters↗
Tags appended to a link so analytics can tell where a visit came from.
User Agent↗
The identifier a client sends with every request, and the robots.txt line that names which bot a rule applies to.
URL↗
The unique address of a page or file on the web.
URL Shortening↗
Replacing a long address with a short one that redirects to it.
User Comments↗
Reader-contributed text published under a page’s main content.
UGC Tag↗
The rel value for links inside content contributed by users — comments, forum posts, profiles.
User Experience↗
How easily and pleasantly a person can do what they came to a site to do.
W4 terms
WebP↗
An image format that produces noticeably smaller files than JPEG or PNG at comparable quality.
WebM↗
An open media format that keeps video and audio files considerably smaller than common alternatives.
Whois↗
The public record of a domain’s registration: registrar, dates and, where not redacted, the owner.
WordPress↗
The most widely used content management system, extended through themes and plugins.