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Demystifying SEO: SEO Terms Explained

If you’re new to the world of digital marketing, you’ve probably heard the term “SEO” thrown around a lot. But what exactly does it mean, and how does it impact your online presence?

In this comprehensive glossary, we’ll break down the key terms and concepts of SEO. We’ll help you understand how it can improve your website’s visibility and drive more traffic.

What is SEO?

SEO stands for Search Engine Optimisation, and it refers to the process of optimising your website and its content. We do this to help webpages rank higher in search engine results pages (SERPs). This is done through a combination of on-page and off-page tactics, with the ultimate goal of increasing organic (non-paid) traffic to your website.

On-Page SEO

On-page SEO refers to the optimisation of elements on your website itself. This includes content, HTML tags, and site structure. This includes keyword research and implementation, meta descriptions, title tags, and internal linking. By optimising these elements, you can improve your website’s relevance and authority in the eyes of search engines.

Off-Page SEO

Off-page SEO, on the other hand, refers to tactics that are done outside of your website. This is in a bid to improve its visibility and authority. This includes link building, social media marketing, and online directory listings.

These tactics help to establish your website as a reputable source of information. They can help improve its ranking in search results.

Take the next step to improved SEO performance using Our Content Checklist for SEO.

SEO Terms Explained

Now that we have a basic understanding of SEO, let’s dive into some key terms and concepts that are important to know.


Keywords are the words or phrases that people use when searching for information online. They are an essential part of SEO, as they help search engines understand the content and purpose of your website. Keyword research is the process of identifying the most relevant and valuable keywords for your website. Then, strategically incorporating them into your content.

Meta Description

A meta description is a brief summary of your webpage’s content that appears in search engine results. It is typically 155-160 characters long. It should accurately describe the content of your page while also enticing users to click through to your website. Meta descriptions are an important part of on-page SEO, as they can impact your click-through rate.

Ultimately if your meta description are boring you can rank very high and not get as much traffic as you could.

Title Tag

A title tag is an HTML element that specifies the title of a webpage. It appears in search engine results and at the top of a browser tab when a user visits your website. Title tags should be concise, descriptive, and include relevant keywords. This is to help search engines understand the content of your page.


Backlinks, also known as inbound links, are links from other websites that direct users to your website. They are an important part of off-page SEO, as they signal to search engines that your website is a reputable source of information. The quality and quantity of backlinks to your website can impact its ranking in search results.

Domain Authority

Domain authority is a metric developed by Moz that predicts how well a website will rank in search engine results. It is based on factors such as the quality and quantity of backlinks and the age of the domain. Overall it all links back to the trustworthiness of the website. The higher the domain authority, the more likely a website is to rank well in search results.


SERP stands for Search Engine Results Page, and it refers to the page that appears after a user enters a search query. The goal of SEO is to improve your website’s ranking on SERPs, as higher rankings can lead to more organic traffic.


CTR stands for Click-Through Rate, and it is the percentage of people who click on a link after seeing it in search results. A high CTR is a good indication that your meta description and title tag are good. They are effectively enticing users to click through to your website.


Indexing is the process by which search engines crawl and store information from websites. When a website is indexed, it means that its content has been added to the search engine’s database. It is now eligible to appear in search results.


Crawling is the process by which search engines discover and gather information from websites. Search engines use bots, also known as spiders, to crawl websites and index their content. The more frequently a website is crawled, the more likely it is to appear in search results.

SEO Analytics

Now that we have a better understanding of key SEO terms, let’s explore how analytics can help you track performance.

Google Analytics

Google Analytics is a free web analytics tool that provides valuable insights into your website’s traffic and user behavior. It can track metrics such as page views, bounce rate, and average session duration. It can help you understand how users are interacting with your website.

By analysing this data, you can identify areas for improvement. You can then make data-driven decisions to optimise your website’s performance.

For more insight into Google Analytics view ‘What is Google Analytics?‘ by Tech target.

Keyword Ranking

Keyword ranking refers to the position of your website in search engine results for a specific keyword. By tracking your keyword rankings, you can see how your website is performing in search results and make adjustments to improve its ranking.

Traffic Sources

Traffic sources refer to the channels through which users are finding your website. This can include organic search, social media, direct traffic, and referral traffic. By understanding where your website’s traffic is coming from, you can focus your efforts on the most effective channels. Therefore, you can optimize your website accordingly.

Content Optimisation

Content optimisation is the process of improving your website’s content to make it more relevant and valuable to users. This can include keyword research and implementation, optimising meta descriptions and title tags, and creating high-quality, engaging content. By optimising your content, you can improve your website’s ranking in search results and attract more organic traffic.

SEO Tools

There are many tools available to help you with your SEO efforts. Here are a few popular options:


SEMrush is an all-in-one SEO tool that offers keyword research, backlink analysis, and site auditing capabilities. It also provides insights into your competitors’ SEO strategies. This allows you to identify areas for improvement and stay ahead of the competition.


Ahrefs is a comprehensive SEO tool that offers keyword research, backlink analysis, and content analysis features. It also provides insights into your website’s ranking and traffic. This allows you to track your progress and make data-driven decisions.


Moz offers a suite of SEO tools, including keyword research, site auditing, and backlink analysis. It also offers a domain authority metric and a keyword difficulty score. This is useful as it can help you identify the most valuable keywords for your website.


SEO can seem overwhelming, but by understanding key terms and concepts can make it clearer. Tracking your website’s performance, and utilising the right tools, you can improve your website’s visibility. All this is to help you drive more organic traffic to your website.

You can achieve long-term success and reach your digital marketing goals through SEO and content optimization. For more support with SEO and found out how you could drive more traffic to your site view our SEO page.