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Search Query

The actual word(s) or phrase that is typed into the search engine in order to get relevant search engine results. When you start to type into the search engine query box, predictive search query suggestions will show for searches to select from.

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Keyword or Keyword Phrase

A keyword or keyword phrase is a branded or industry-relevant term or phrase used to teach search engines what a page is about, to draw interested visitors from organic search results.

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Bounce Rate

An analytics term used to reveal how many page visits resulted in the visitor immediately leaving the site, or “bouncing”. Too high or too low rates suggest a need for review.

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Keyword Stuffing

Keyword stuffing is improper use of keywords in websites attempting to draw visitors from keyword searches on search engines.

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Goal Conversion and Conversion Rate

Conversion is when a website visitor meets a pre-determined and tracked analytics goal. Conversion rate is the percentage of number of page visitors divided by how many reached that goal, or “converted”.

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Link Building

Link building has been historically misused in SEO to manipulate SERPs rankings. Black hat techniques included buying links, linked spam comments in blogs and forums, or fake online profiles linked to a site to provide a false impression of a site’s authority or value. Link building is positively used to provide relevant internal links to help users navigate through a site and externally to refer users to relevant third-party content. Link building from authoritative sites can improve a site’s or page’s own authority.

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Indexed

This is when a webpage or website has been crawled by a search engine bot and is now returned in SERPs. When a webpage or website is crawled by a search engine, the engine’s algorithm determines whether the page is worth indexing, for what keywords or phrases, search demographic, and where to rank it.

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Long-tail Keyword

Long-tail keywords are three-or-more-keyword phrases searched on a search engine and are useful to draw highly interested visitors to a site. Though the visitors are fewer, visits typically lead to higher conversion rates.

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Landing Page

A landing page is the page where a visitor lands after clicking from an external site, such as a search engine or a referring site. It is used to measure analytics including sales funnels and paid campaigns or external campaigns.

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Page Authority

Page authority is a measurement to help indicate whether a page is likely to be returned well in SERPs. A website’s page authority is determined by a variety of factors and measured by third-party tools, like Moz-bar.

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