SEO Jargon Buster

All the SEO terms you need to know


Search Engine Optimisation; optimising your website so that it performs better in Google and other search engines, usually resulting in more visits and sales/enquiries.


Program used by Google and other search engines to determine where in their search engine your site will rank.


Google analytics provides detailed information on the number of people who have visited your website and their interaction with your site, e.g. how long they have spent on your site, their user journey, and the key words they have typed into the search engine to find your site.


The amount of trust that a website has according to search engines,   this is usually related to what external websites link to yours, and their quality. This can be built up over time.

Anchor Text

The text used to link to another page on your site, or from one website to another

Backlink Profile

The external websites that  link to your website.

Bounce Rate

Visitors who land on one page of your website and leaving after not choosing to click through to any other pages. Usually the lower the bounce rate the better, however there is an exception when it comes to websites who provide emergency services, such as locksmiths when all a visitor will need  is a contact number.


These are Content Management Systems e.g. Wordpress which allow users to regularly update new content fast and easily to their website.


Usually text information on the page of a site, such as a product descriptions or a paragraph or two about the website.


Achieving goals that you are measuring the success of the campaign by e.g. Enquiries, forms completed, pages viewed or products sold.

Conversion Rate

The percentage of visitors who convert, compared with the overall number of visitors to the site. This is usually a good indication of the usability of the website.


Cost Per Click when using Google Adwords (not applicable to organic SEO).

Key Word

Term searched in a search engine

Key Word Density

The number of times a key word is used on a website or a particular page of a site. If this is too high it can make a website look spammy and over optimised.

Landing Page

The page of your website a visitor lands on after typing a key word into Google. You will want visitors to land on the most relevant page for that term, so that they are more likely to convert.


The connection from one page to another, this can be internally within a website linking one page to another, or external link one website to another.

Meta Information

This includes Meta descriptions and Meta Key Words. Information that search engines read to understand what the site is about. Meta descriptions also appear under website listing in Google describing to the user what the page is about.


Pay Per Click, e.g. Google Adwords (the pale yellow box at the top of search results) webmasters pay Google whenever a searcher clicks on the advert through to their site. (This is separate to organic SEO)

Social Media

Websites used by multiple online user to sher information e.g. Facebook, Twitter and Google+

Start Ranking Higher

0844 245 9160

Our team of SEO professionals are ready to give you the rankings your business deserves - Call Now

I want to rank higher!

SEO Health Check

Find out how your website can be improved

Tell me more!