Do you dream of seeing your company website at the top of Google search results? You're not alone.
Today, understanding search engine optimization (SEO) is essential if you want your business to rank on page one. But if SEO jargon sounds like a foreign language to you, don't get frustrated and throw in the towel. We've created this glossary to help.
When it comes to SEO for beginners, it’s hard to have an idea of where to start with your planning and strategies if you don’t have a solid idea of what key terms mean. In this blog, we'll go through the 20 most important and commonly used SEO terms to help you get started, including:
- Search engine optimization
- On-page SEO
- Off-page SEO
- Keywords
- Long-tail keywords
- Keyword density
- Keyword research
- SERP
- Page rank
- Meta descriptions
- Indexing
- Internal and external links
- Link building
- Link bait
- Landing page
- Search engine marketing
- Pay-per-click
- Responsive web design
- Image alt-tags
- ROI
Now, let's dive in!
Common SEO Terms Explained
1. Search Engine Optimization
Search engine optimization is a fundamental term that encompasses your website's ability to rank in search engines. It plays a crucial role in all digital marketing efforts.
SEO involves optimizing your website content so users can easily find your company on Google when searching for terms related to your offerings. This requires strategically incorporating keywords and phrases that appeal to both web users and search engines.
2. On-Page SEO
This type of search engine optimization focuses on activities that occur directly on a website. It includes optimizing website content with:
- Targeted keywords
- HTML code
- Image alt-tags
- Meta descriptions
- Navigation
- Custom page URLs
3. Off-Page SEO
Off-page SEO tactics involve activities outside your website, such as link building, social media marketing, influencer outreach, email campaigns, and content marketing. These strategies help increase brand awareness and drive traffic to your website.
4. Keywords
Keywords are essential in SEO and refer to the terms people search for when looking for products or services.
Keywords play a key role in on-page SEO by helping searchers discover your site. For instance, if you run a construction company, terms like “home renovation” or “kitchen remodel” should be included on your site. This way, when someone searches for these terms on Google, they are more likely to see your company in the results.
5. Long-Tail Keywords
Long-tail keywords are phrases typically made up of three or more words, often in the form of questions like "Where can I find a contractor near me?" or with location specifics like "home renovation in Charlotte, NC."
Using long-tail keywords on your website is valuable because there's less competition for them, increasing your chances of ranking higher in search results. For example, while most home construction companies use the term "contractor," fewer competitors use "bathroom renovation contractor," giving you a better opportunity to rank for that specific phrase.
6. Keyword Density
Not long ago, companies would stuff their web pages with hundreds of keywords to catch Google's attention. However, Google quickly adjusted its algorithm to prioritize useful, high-quality content over keyword quantity.
Keyword density now refers to the balance between important keywords and valuable information. You want enough keywords for relevance but not so many that it disrupts readability. There isn't a perfect percentage to aim for — focus instead on your audience, readability, and the overall value of the content.
7. Keyword Research
The goal of keyword research is to identify the most relevant keywords with high search volume and low competition. Tools like UberSuggest, Moz, and Keywords Everywhere can help you discover what people are actually searching for to find solutions.
With successful keyword research, you'll have a strong list of keywords to incorporate into your website, increasing the chances of ranking on page one of search engine results.
8. SERP
A search engine results page (SERP) is the page of results displayed after a user performs a search on Google. The first page of results is crucial, as the majority of users don’t scroll past it. SEO is your opportunity to ensure your business appears on this valuable first page.
9. Page Rank
Page rank refers to the position of your website on a SERP for relevant search terms. The higher your website ranks, the more likely it is to be clicked and visited by users. Page rank reflects how well Google believes your content answers a user's search query.
10. Meta Descriptions
A meta description is a brief summary of a webpage’s content, including blog pages, that appears under the page title on search engine results pages. Limited to 155 characters or less, this snippet is your chance to entice users to click on your link.
Craft a compelling and accurate meta description that clearly explains what visitors will find on the page and include the page's focus keyword to improve relevance.
11. Indexing
Indexing is the process of adding your website pages to search engines like Google. It follows the crawling phase, where Google follows your links and examines your site’s content to create an index.
Sometimes, you might want to "no-index" a page to prevent it from appearing in search results. For example, a thank-you page that appears after a visitor downloads an offer should not be indexed, as it’s not intended for search visibility.
In HubSpot, you can easily "no-index" a page by adding a simple code under the "Advanced Options" section. HubSpot simplifies this process, so you don't need to be an HTML expert.
12. Internal and External Links
A healthy mix of internal and external links is a key SEO best practice. Internal links direct users to other pages within your own website, while external links lead to other websites.
SEO for Beginners Pro Tip
When using external links, ensure they point to reputable sources. Linking to unreliable sites can negatively impact your SEO rankings.
13. Link Building
Boosting your website's SEO rankings can be achieved through link building, a process where other websites link to your content. For example, if HGTV links to your blog on kitchen design trends, it can significantly enhance your SEO because search engines value links from reputable sites.
While securing a link from HGTV might be challenging, many other trustworthy sites are available. To excel in link building, focus on outreach, forming partnerships, and creating high-quality content that others will want to link to.
14. Link Bait
According to Moz, link bait is the act of “providing valuable content on your website so that other sites will naturally reference or link to it without you ever having to ask (like with link building). Linkable content can be anything from an in-depth research project to an evergreen guide, to a popular video.”
The key is in the content's level of value. And it has to be super valuable to achieve link bait status.
15. Landing Page
A landing page is a specific web page that visitors reach after clicking a link from other sites or search engines. Unlike other pages on your site, a landing page features a form designed to capture leads. Visitors complete the form to receive value, which could be content, a free consultation, or another offer.
16. Search Marketing
Search marketing encompasses strategies to boost your website's visibility using both paid and unpaid methods. Paid methods, known as search engine marketing (SEM), include paid search advertising through platforms like Google Ads and Meta Ads. Unpaid methods involve SEO best practices to achieve organic or free listings.
17. Pay Per Click (PPC)
Pay-per-click (PPC) is a paid search marketing method where you pay each time someone clicks on your ad. Unlike traditional ads, PPC ads, such as those in Google Ads, can be designed to resemble regular organic search results. This allows you to control your messaging and target specific keywords effectively.
18. Responsive Web Design
Responsive web design ensures that your website is easily viewable and navigable on computers, tablets, and mobile phones. It focuses on creating a seamless user experience by making sure visitors can easily find what they need and take action, regardless of the device they're using.
19. Image Alt-Tags
Including images on your website enhances engagement and visual appeal. However, Google crawlers can't interpret images directly. Image alt-tags are essential for describing these images and improving SEO. By adding an alt-tag, you provide a text description of the image and include relevant keywords, which is more effective than generic tags like “IMG_001.”
For instance, in a blog about kitchen design trends, if you include an image of a family in a stylish kitchen, the alt-tag could be “family in beautiful kitchen | kitchen design trends.” This description helps both Google and visitors understand the content of the image and its relevance to the blog.
20. ROI
Return on investment (ROI) is crucial for business leaders, who expect a substantial return from their marketing efforts, including SEO practices. This means generating enough leads to justify the costs of paid search and SEO.
To effectively measure and demonstrate ROI, continuously monitor your marketing strategies to ensure they are delivering the leads necessary to achieve your company goals.
Take Your SEO Strategy to the Next Level
You now have a comprehensive glossary of SEO terms to get you started. With these 20 terms, you're equipped to dive into SEO. Keep in mind that achieving a top spot on Google takes time and continuous refinement of SEO best practices.
For even more tips on optimizing your content to improve rankings, boost website traffic, and generate more leads, download our free ROPS guide.
