31 min to read

The Complete SEO Glossary: 200+ Terms marketers should know (Updated to 2023)

Source: Pixabay.

Search Engine Optimization is one of the most effective organic techniques in digital marketing. When done right, it brings excellent results with search engines like Google giving you the first spot in every search within your niche. In the end, this translates into more traffic and sales.

However, handling this technique with agility isn't only a job of perseverance but also a task that requires mastering many, too many terms.

SEO jargon is extensive, and getting to know it from top to bottom can be daunting. For your luck, dear reader, in this blog, we provide you with a complete glossary with all the terms you need to know to master this technique.

Take a look at all of them, and re-read them whenever you forget one of them.

Let's get right to it!

You could work with us, CodeDesign, the leading digital marketing agency to grow your business.

Read this complete guide on B2B SaaS SEO and Amazon Listing Optimization.


200 OK 

A 200 OK is a type of HTTP status code, which means that the request was received and processed by the server. The user will then be directed to the destination URL.

301 Permanent Redirect 

A 301 redirect is a type of HTTP status code that refers to a URL which has been permanently moved to a new destination URL. Upon a server responding to a URL with a 301 redirect, the browser is then redirected to the new destination URL.

302 Temporary Redirect 

A 302 temporary redirect is a HTTP status code, used to signal that the requested URL has been temporarily moved.

404 Not Found 

A 404 is another type of HTTP status code. It’s delivered by a server when a requested file or page has been deleted or never existed in the first place. Depending on the 404, it may be appropriate to 301 redirect this URL to an equivalent or close-variant URL.

5XX Server Errors 

A 5XX error code is another type of HTTP status code, which indicates that the server is unable to process the request. The response should include an explanation and whether the error is temporary or permanent.


Above the fold

This is the content that shows on a website before a user scrolls. In 2012 Google created the page layout algorithm to lower the ranking of websites that had too many ads in this top place. 

On many occasions, web developers and companies placed too many ads above the fold to force users to scroll down and thus read the content. As this caused a poor user experience, Google began to penalize all those pages that used this "trick." It is necessary to clarify that pop-ups do not count in this aspect. To explain it better, John Mueller, Webmaster Trends Analyst at Google, said:

"This algorithmic change does not affect sites who place ads above-the-fold to a normal degree, but affects sites that go much further to load the top of the page with ads to an excessive degree or that make it hard to find the actual original content on the page."


According to its initials, the Asynchronous JavaScript and XML is a type of programming that allows your website to make HTTP requests without refreshing it.

AJAX can receive and send information in the form of:

  • Text Files
  • HTML
  • JSON
  • XML


An algorithm is a trendy term nowadays; however, you may not understand what it refers to. It consists of programs used by search engines to retrieve data and deliver results for a query. In social media, for example, algorithms are responsible for redirecting all kinds of advertising or content based on your usual searches. For this reason, it is unsurprising that if you search for information on old houses, advertisements for these services begin to appear "suddenly."

Will it be a coincidence? We don't think so.

If you want to understand the algorithms of each social media and how to handle them, we invite you to read this article.

Algorithm Change

Algorithmic changes can come in three forms:

  • Algorithm Update: The search engines change some signals of an existing one.
  • Algorithm Refresh: The search engine re-uses an existing algorithm using the same signals as last time.
  • New Algorithm: The search engine creates a new algorithm to improve search quality. Some examples of this are Google Panda and Google Penguin.

Alt Attribute

An A.L.T. attribute is usually the text that appears on an HTML image when it cannot be displayed. These texts provide information to the user in case they cannot see the full content. You may know it as Alt Text.


Better known as Accelerated Mobile Pages, this term refers to an open-source HTML framework that allows desktop websites to be displayed on mobile devices. At first, the carousel of the news Top Stories used to gain more visibility, but nowadays, the A.M.P. is removed from search results, and Google announced that it isn't a requirement to be shown in Top Stories. 


The science consists of grouping data about your audience to decide future strategies.

Anchor Text

It refers to the clickable word or words of a link. It is helpful to provide extra or contextual information whenever they are reading something on your website, or maybe you are directing them to a landing page or your website. 

Artificial Intelligence (A.I.)

Artificial intelligence is the science of making machines perform tasks that only humans can. While algorithms are programmed to perform specific tasks, artificial intelligence can adapt its decisions according to the context. In our blog, we have several topics around this innovative technology. If you want to learn more, take a look at:


It is the set of signals used by search engines to give more or less notoriety to your website.

Author Authority

Author authority is a status given to a writer due to its professionalism. Although Google tried to promote this along with Google+, experts say there is no evidence that this term affects ranking factors.

A/B Split Testing

 involves conducting experiments, with two variations to determine which one performs better in an environment or context. This helps to gain insights into the preferences and dislikes of your target audience regarding the property being tested whether its your website, social channels or advertising platforms.

Ad extensions 

refer to information displayed beneath a Google Ad. This can include sitelinks, callouts, pricing details or any other relevant information about the company or its products. The longer the ad is, the visibility it receives on search pages thereby increasing its click through rate.

Ad Group

An ad group is a collection of ads that target the set of keywords.

Ad relevance 

is a term commonly used in paid search to measure how related keywords are to ads.

Ad Manager 

is a Facebook tool used for creating, publishing and monitoring advertisements, on the platform.

AI ethics

AI ethics refers to the issues that AI stakeholders such as engineers and government officials must consider to ensure that the technology is developed and used responsibly. This means adopting and implementing systems that support a safe, secure, unbiased, and environmentally friendly approach to artificial intelligence.



This term is used for the business-to-business market. When dealing with marketing between companies, the processes are usually longer and the services even more expensive since they intend to provide alternatives to other businesses to shine. At Codedesign, we can consider ourselves 100% a B2B company since our task is to help our clients promote their services to the right audience to succeed in the digital world. Rather than usual consumers, our audience is professional decision-makers.


This term is used for business to consumer. It is the most common type of marketing in which a business offers any item, device, or good dispensed to the masses. The purchase cycle is usually more direct, and its prices more accessible.


A backlink is a link from an external page within your website. When we reference an external article and cite it, we generate a backlink to that website. In the same way, if we are mentioned on another website, article, or any content, we will be earning a backlink to our business.


This is the most popular search engine in China and was founded in January 2000 by Robin Li and Eric Xu.

Source: YouTube.


Microsoft's search engine was created in June 2009, replacing the Microsoft Live Search. Since 2010 this search engine has powered Yahoo's organic search results as part of a deal with Microsoft and Yahoo in July 2009.

Black Box

A black box is any program for which we do not entirely understand how it works. The algorithms of social networks or of Google itself can be considered black boxes since we don't have all the information on how it works.

Black Hat

It refers to forbidden strategies that go against Google's Webmaster Guidelines.


A blog is a type of content that attempts to explain a specific topic in chronological order (just like we do with SEO). At first, these creations were called weblogs, but because they were confused with the term server's log files, it was decided to use the abbreviation blog.

Bounce Rate

The bounce rate is the term used to measure those users who visit your website without visiting any other page. They go in and out. This value works for you to evaluate what content does not engage with your followers or if you have a problem with your page. This factor does not directly affect your ranking for Google.


Short term for Internet Robot refers to software programmed to perform a repeated task to simulate human activity on the internet, like sending messages or giving thousands of likes to any publication.

Branded Keyword

Branded keywords are queries that are directly associated with your brand's name. These types of keywords can be found through social media or search engines.


It is an item that helps users to figure out where they are on your website.

Broken Link

A link that doesn't take the user to the website leads to a 404 not found. A link can be broken when:

  • A website goes offline
  • The URL destination is changed
  • A website is removed without adding a redirect.



It is a technology that temporarily stores web content like images and temporarily reduces page loading time.

Cached Page

A cached page is a website saved by a search engine on its servers or a user that kept it to have easier access to it.

Canonical URL

It is the process when an HTML code element determines a preferred website URL when some of them have the same or similar content to reduce duplicate content.


This is a country-code-top-level domain, and foreign companies use it to establish their territory on the internet, for example, www.seo.co.us


A citation mentions any brand name, address or phone number online or on N.A.P.s. Usually, these are placed on social media, information pages or in the contact parts of the company or business. Placing N.A.P.s helps to improve visibility on platforms such as Google Maps.

Click Bait

Clickbait is those publications with sensational titles like "Become an SEO Expert in 5 minutes" or "How to earn money easily and safely." Still, once you see the content, you are disappointed. The idea is to generate curiosity in users to gain more clicks and views, but it is not recommended to use these tactics.

Click Depth

Click depth refers to the number of clicks that must be given to reach a specific page within your domain. The easier it is to access this, the greater your likelihood with Google ranks, while those that take many clicks to arrive are usually left behind.

Click-Through Rate (C.T.R.)

This is the percentage of people that clicks on your site on an organic search result. To calculate it, you have to divide the number of organic clicks by the total number of impressions and then multiply it by 100. Nevertheless, platforms like Google Analytics can perform this automatically.


This is an SEO technique that puts different content into search engines. It's like you are looking for Digital Agencies, and when you click on it, you go to a monster truck site. Of course, this practice is illegal, and it's considered a violation of Google'sebmaster Guidelines.


Content Management System is a web-based application that lets you create, upload and manage your digital assets.


A co-citation happens when your website is mentioned in other valuable sources, and it can be two articles that are not directly related; this is a fundamental aspect of link building and ranking on Google.

Code To Text Ratio

The code-to-text ratio is known as the relationship between the amount of text on a page and the amount of code to construct the same. When you have a higher percentage of text than code, you can provide a better user experience. Nevertheless, this inst a direct ranking factor.

Comment Spam

Like clickbait, comment spam is a poor strategy to promote a post through fake commentaries spambots hoping to get a free link.


In Search engine optimization, there are two types of competitors:

  • Direct Competitors: These businesses within your niche sell or provide the same services as yours.
  • SEO Competitors: Companies that compete for the exact keywords but offer different products for different audiences.


Any type of creations you offer within your website or social media channels that are used to inform and entertain, but their ultimate goal is to sell. You can provide content in the form of:

  • Blogs
  • Photos/Videos
  • Podcasts
  • Webinars
  • Reviews

Content is King"

"Adding a little to the term above, this phrase is one of the most used within digital marketing and SEO. "Content is king" "refers to the great importance of offering content to your audiences since this makes them constantly aware of what you are doing. If you produce good engagement, the search engines will give you more attention since you have more clients on your platform. This phrase dates back to a Bill Gates essay, "Content is King," "published January 3, 1996.

Source: YouTube.


Conversion happens when a customer completes a desired action on our website or any other digital platform. Examples of these are:

  • Completing a purchase.
  • Adding items to a shopping cart.
  • Completing a form 
  • Downloading premium content 
  • Subscribing to an email newsletter.
  • Video views.

Conversion Rate

Conversion Rate Is the percentage of users that complete the desired action. You can calculate it by dividing the total number of conversions by traffic and multiplying it by 100.

Conversion Rate Optimization (C.R.O.)

It is the process of improving the number or quality of conversions on your website. Some of the strategies we use to do this are:

  • A/B Testing
  • Remodelling your website
  • Persuasive copy
  • Call tp action
  • Email marketing
  • P.P.C.

Core Update

It is the process when Google makes updates to its core algorithm.

Core Web Vitals

The core web vitals are the metrics used to evaluate the user experience of your website. These are:
  • Largest Contentful Paint (L.C.P.) – loading performance.
  • First Input Delay (FID) – interactivity.
  • Cumulative Layout Shift (C.L.S.) – visual stability.

Google has confirmed that Core Web Vitals is a ranking factor but mentioned that relevance and other factors are more important.


It is the practice of establishing the relationship between two or more elements to see how they affect search rankings. This is useful because it helps us understand some of the algorithms' mysteries.

Crawl Budget

It is the number of URLs search engines want to crawl in a specific period.

Crawl Error

This happens when search engines can't crawl through a website or face a status code error.


Bots that collect information and add or update search engine's index. They are also known as bots, spiders or web crawlers.


It is the activity of gathering information about public websites through a crawler to update the search engine's index.


Cascading Style Sheets describe how HTML elements like colour or fonts should show on websites and adapt their appearance on different devices.

Customer Journey

A customer usually takes all the steps from getting to know your brand to make a purchase. Digital agencies like us build all the experience to persuade and influence your clients through this journey, so they are more opt to become a client, subscribers or customers. Although this process can be different for every customer, it usually consists of 4 phases:

Awareness > Consideration > Decision > Retention



This is all the essential information about customers expressed in numbers. We need this to make wise decisions about new SEO strategies and tactics.

Dead-End Page

It is a page that doesn't link to any other one means that once you get here, there is no possibility to move forward.

Deep Link

This link could point to a page other than the homepage or content within a mobile app.

Deep Link Ratio

This ratio results from all the links within your website that do not lead directly to the homepage. A large number of deep links means that your page has valuable content, which is a good indicator. Still, it signature how much this affects the rankings.


A de-index happens when a page is temporarily or permanently removed from Google. The website may have breached Google regulations if the elimination comes from the platform. However, the same administrator can choose to index it if they wish temporarily.

Direct Traffic

Google Analytics recognizes as direct traffic everyone who comes from typing the address directly in the search engine or clicking on any promotion. Also, the platform measures those that come from unknown sources.


A directory is a list of websites that are organized by categories. If you want to include your domain, some are paid or free.


GoGoogle'sisavow is a tool that allows your links to be more efficient, eliminating any spammy, artificial, or low-quality inbound links that may be harming your rankings.


DMOZ is the Open Directory Project, which was launched on June 5, 1998, and closed on March 17, 2017.


A link that doesn't have the "no-follow" attribute means a safe link.


A website address that could end in extensions like .com, .org or .net, like:  www.codedesign.org

Domain Age

The Age Domain is the number of years your website has been online. Although having a considerable amount within the platforms is an achievement for your brand, we must emphasize that the experts believe this is not an essential factor for search engine rankings.

Domain Authority

When your website has become a reference for people within your niche, your authority increases significantly. Therefore, search engines give your pages more visibility even if they have not received as many visits.

Domain History

The history covers all your website activity, from backlinks to whether it was built on a previous domain. Even if your website received a fault, this is recorded in your history. Before purchasing a domain, it would be great to check its history.

Doorway Page

These are pages whose purpose is to be ranked on specific keywords to redirect their users to other websites.


DuckDuckGo is a search engine that was founded on September 28, 2008. This platform is usually praised as a search engine focused on user privacy. It relies on more than 400 sources to serve its results and has its crawler, bot, and alliances with Bing and Yandex.

Duplicate Content

This happens when two types of content on the same or different websites are too similar.

Dwell Time

It is the time lapse between a user clicking on a search result and then returning to the SERP from the website. If it is less than 5 seconds, it could indicate low-quality content to search engines.



This term stood for Expertise, Authoritativeness and Trustworthiness and was taken from the Google Search Quality Evaluator Guidelines. It represents signals that the search engine uses to determine the quality of your content, but it isn't a direct ranking factor.


Platforms that allow you to buy or sell your products online. Some examples are eBay or Amazon, a platform where we have expertise in Codedesign.

Editorial Link

This link is given to your website without asking or paying for it.

.edu Links

Educational-focused institutions tend to have a top-level domain of edu. When we find links like stanford.edu., we know that this institution is certified as an educational one. These links were hard to find and had more value for link building. Nevertheless, many link builders try to get this resulting in many unrecognized edu—sites which resulted in Google ignoring them.

Engagement Metrics

Percentages and methods you can use to measure how people interact with your webpage or content. These include:

  • Bounce rate
  • Click-through rate
  • Conversion rate
  • Dwell time
  • Frequency and recency
  • New vs. returning visitors
  • Time on page/site


  • Groups
  • Facts
  • Places
  • Organizations
  • People 

External Link

It is a link that directs to an external domain. SEO experts believe these are essential sources of ranking power considering external links as third-party votes.


Featured Snippet

When you type question queries like who? What? When or how?, usually Google shows a block above the organic search results. This box offers a summary as well as the publication date, the website link and the URL.


Findability is your website's capacity to be discovered by users or search engines.

First Link Priority

When two links point to the same page, they can be treated differently by Google. Some professionals think that the search engine could consider the anchor text from the first link to have more influence. Still, regardless of this, there isn't clear evidence of how the platform prioritizes one connection over the other. For a better web design, you should think on a user-first basis where you apply the anchor text where it is relevant.

Footer Link

Links that show in the bottom section of a website.


Freshness refers to the relevance of a topic according to its time. Depending on the niche, the platform will give more or less relevance to issues, for example, sports results or updates on Elon Musk buying Twitter. Long-lasting topics like this glossary or basic knowledge of digital marketing can be relevant for more extended periods. Query Deserves Freshness is an aspect of the algorithm that helps decipher when a topic requires more or less relevance within searches.



The main character of this article, founded by Larry Page and Sergey Brin in September 1998, Google made a massive difference from human-edited web directories and started to rely on web crawling technology and an algorithm that analyzes different factors to rank websites. It is the most used search engine worldwide.

Google Analytics

This free program helps you track your audience behaviour, traffic acquisition sources and even how your content is performing.

Google Bomb

The Google bomb is a tactic of making a web page rank utilizing a search phrase that is too controversial or surprising.


Through this crawling web system, Google can find and add new websites and webpages to its index.

Google Dance

A term used starting in 2002 for the volatile period during which Google updated its search index roughly every month.

Google Hummingbird

The Google Hummingbird was an update to the algorithm made in 2013 where creators wanted to provide better results by making the search engine understand whole ideas than just keywords.

Google Panda Algorithm


In 2011 Google underwent a significant change in its algorithm that sought to remove visibility from all low-quality content produced by "content farms." The update became part of the Google Ranking Factor in 2016.

Google Penguin Algorithm

The Google Penguin was another algorithm update that sought to reduce the visibility of over-optimized websites. These sites used to misuse links or use strategies like keyword stuffing to shock you. This update became part of the Google Ranking Factor in 2016.

Google Pigeon Update

The Google Pigeon Update was a name that the SEO industry gave to a Google local search updated on July 24, 2014. This update wanted to improve the accuracy and relevance of local searches by using traditional ranking signals and improving distance and location ranking parameters.

Google RankBrain

This update in 2015 wanted to add machine learning to the Google algorithm, which is considered the third most important ranking factor. In 2016, RankBrain had influenced each query and its ranking factor.

Google Sandbox

This is a theorized issue, but it has never been confirmed by Google, which specifies that before seeing success, many websites must wait a while for their page to have the reach they want. New websites that compete for keywords experience this phenomenon and don't get out of it until they achieve a specific authority.

Google Search Console

This platform has excellent features like monitoring sites for indexing errors and site speed.

Google Search Quality Rater Guidelines

This document stipulates all the aspects used to review a website within the search engine manually. By reading this document, you will have much information on how to create quality content for Google and see the concept of E.A.T. in greater depth.

Google Trends

This is a website where you can view information about all the trends and stories.

Google Webmaster Guidelines

This Google guide seeks to help you create quality content for the platform. In a nutshell, he says:

  • Create quality and exciting content for users, not for search engines.
  • Avoid tricks or shortcuts to gain more traffic or notoriety.

Source: Youtube.

.gov Links

These are links that can only be granted to government entities. For this reason, they are highly trusted and have been targeted by link spam.

Gray Hat

This is a "dangerous" area where you are on the verge of adhering to the Google Guidelines and using a strategy that can "manipulate" the rules.

Guest Blogging

This Link Building strategy seeks to gain more notoriety for your website by participating as a guest writer on other companies' blogs.



The HTML heading tags are titles and subtitles that we use to divide the sections of a blog or any writing within the networks. They range from H1, as the main title, to H6, subtopics of the main subject. It is necessary to place the relevant keywords within each subtitle to enjoy SEO benefits.


It is the main subject tag, what we consider an H1.

Head Term

The head term refers to the main keyword you want to rank for and has much competition.

Hidden Text

This technique consists of placing keywords or phrases that help your SEO in an imperceptible, "invisible" way. This technique goes against Google's Webmaster Guidelines, which could cause an infraction. Among the tactics that are often used are: 

  • Too small to read. 
  • The same colour as the background.
  • Using CSS to push the text off-screen.

Hilltop Algorithm

Added to Google's algorithm is 2003, the hilltop assigns an expert status to websites that talk about specific topics that also link to unaffiliated pages.

HITS Algorithm 

The Hyperli Induced Topic search is an analysis that assesses a value based on inbound links (authorities) and outbound links (hubs). 


It is your website's main page. 

.htaccess File 

This is a configuration file you can use to rewrite and redirect URLs. 


It refers to a Hypertext Markup Language, which are codes used to increase the SEO effectiveness of your website. 


This is how data is transferred from a computer to a web browser and is better known as a Hypertext Transfer Protocol. 


A minor Google ranking factor, the Hypertext Transfer Protocol uses a Secure Sockets Layer to encrypt data between a website and a browser. 

Hub Page 

This is a web or article of high authority that treats a specific topic and keeps updating its knowledge about it. 


Inbound Link 

An Inbound link occurs when an external source links your site on their page. 


This is the database search engines utilize to retrieve and store information during the crawling process.


Indexability is the ability of search engines to include or analyze a page in their index. 

Indexed Page 

It is a web page that has been indexed to the search engine and, therefore, can appear in any relevant query. 

Information Architecture 

It's the way your website is built. This aspect is of the utmost importance since a large part of your page's user experience depends on it, and your clients can navigate comfortably through it. 

Information Retrieval 

It is the process of researching information on a specific topic and then sharing it through a piece of content such as an article, video or audio. 

Internal Link 

Internal links are elements that allow your users to continue consuming content within your website. In other words, if we link here to our other articles on SEO, you will be able to continue learning and training in this field of digital marketing. This is one of the best practices for SEO since you get benefits such as: 

  • Allow your users to browse your website, increasing their time spent on it, which in the end can turn into a sale for you. 
  • Help you establish a hierarchy within your content. 

I.P. Address 

Better known as an Internet Protocol Address, this delimits websites whose sites belong to the same server or those with a particular one. 



This programming language allows users to insert images, data, and any other type of content on their websites. This program makes it more difficult for search engine bots to crawl, which could increase its loading time. 



Keywords are perhaps the primary tool of SEO professionals. We can see which words or sentences are most searched for through a study of trends. The search engines use these words to offer their audience an entire series of articles on a topic. As a result, we used to write on the subject to answer those doubts to our audience, which makes our content more consumed. 

Keyword Cannibalization 

Cannibalization occurs when multiple pages within the website compete for the same query. What causes this, in the long run, is lower click-through rates on your posts, diminished authority, and lower conversion rates than from having one consolidated webpage that is performing well. 

Keyword Density 

This term refers to the number of times a keyword mentions a page's context. Although marketers believed this was important, the facts show that placing more or fewer words will not make your website more relevant to search engines. 

Keyword Research 

It is the process of searching and studying all those keywords or essential questions your audience is asking. Paid platforms like Ubersuggest can help you do a more detailed study. 

Keyword Prominence 

It is a tactic of placing the keyword in the first paragraphs of a page, right at the top. This practice sends excellent signals to YouTube rankings, which is highly recommended. 

Keyword Stemming 

Keywords can have several derivatives that belong to the same family, and these can fall into the same category for search engines. For example, words like shop have derivatives like shopped or shopping. Thanks to this function, it is enough to use only one of these terms to include your article within a base keyword: shop. 

Keyword Stuffing 

Another practice penalized by Google rules, stuffing, consists of using too many irrelevant or repetitive keywords to draw the platforms' attention. 

Knowledge Graph 

This is a database Google uses to surface facts on entities in a knowledge panel at the top of relevant queries. 

Knowledge Panel 

This box shows page 1 of Google's search results if you are on a desktop. This panel has facts and information on entities. 


Key performance indicators are measurement methods businesses use to reunite business and marketing objectives, targets and goals they want to achieve. 


Landing Page 

A landing page could be any page a visitor can navigate to or a standalone one used to capture leads or generate conversions. 

Latent Semantic Indexing (LSI) 

It is a method that helps search engines identify the context of a word. 


A lead is someone who could be interested in your products but isn't sure about buying yet. This person could share contact information to stay in touch with any updates about your business until they take the step to become a new customer. 


A link is an HTML code that allows you to navigate websites, applications and other platforms by clicking on them. Search engines take these into account to evaluate and rank your website. 

Link Bait 

Like clickbait, link bait seeks to entice users to click en masse or attract links from other pages through sensational or persuasive statements. 

Link Building 

Link Building is a process that consists of getting pages with relevance or authority to mention your links to achieve organic traffic and greater visibility. You can do this by: 

  • Placing the links within other properties that already belong to you. 
  • Get in touch with people in your niche to negotiate or make alliances. 
  • Look for editorial links by creating content that is relevant to your niche. 

Link Equity 

It refers to the value of inbound links in authority and trust. 

Link Farm 

The link farm is a spam technique consisting of several websites that mention each other to get a greater reach artificially. 

Link Juice 

Link Juice is slang used to measure the power that one link has over another, it is a pejorative term, and it is not recommended to use it. 

Link Profile 

It is any link that leads to a web page. It can vary depending on how they were acquired or their anchor text. 

Link Stability 

When a link stays on its page consistently for a while without being changed or updated, it has this quality. Although Google applied a patent for link churn and how often they are changed, there is no conclusion that link stability influences ranking. 

Link Velocity 

It is how quickly or slowly your website reunites links. A quick increase in link velocity could signify spamming or viral marketing. 

Links, Internal 

Links that take you from one page to another in the same domain. These links can be on a page, a sitemap or even in the navigation menu.  They can show the importance of a page depending on how many clicks this is from the homepage. Internal links are essential because Googlebot crawlers follow these to navigate your site and find new pages. 

Links, NoFollow 

When you add the attribute "no follow" to a link, you aren't passing any credit to the page you are linking to. The idea was to limit comment spam, but Google changed how the directive works. This term is considered a "hint," meaning that they still use information about linking patterns but don't pass any page to the link. 

Links, Outbound or External 

A link that comes from a different page. These links don't have any influence on ranking, and they work more to cite relevant sources. Log File A file that saves user's information like: 

  • I.P. addresses 
  • Type of browser 
  • Internet service provider 
  • Date Number of clicks 
  • Referring/exit pages 

Log File Analysis

It is the process that explores log files to identify trends, gather demographic information and understand how bots are crawling your website.

Long-Tail Keyword

More specific keywords express a whole idea like "What is SEO?" or "How do search engines work?". The importance of these is that they tend to have a low search volume, making them easier to rank for.


Machine Learning

A discipline of A.I. where machines use data to learn and adjust complex processes without human intervention.

Manual Action

It is the term used by Google for any infraction that violates Google's Webmaster Guidelines. Usually, this process goes through a human review in which the person in charge verifies if the violation was committed. Then the web page can be eliminated or demoted from any search result.

Meta Description

It is a description added to the HTML, and although these do not directly affect the rankings, having a good one can increase your click-through rate.

Meta Keywords

It is a head section of the HTML where you can place keywords. However, putting too many keywords will not help you rank. Instead, search engines often ignore such practices.

Meta Tags

This is information contained in the HTML source code to let search engines know what your content is about.


It is the way to measure any type of performance that you want to evaluate within your SEO.


Natural Link

These are high-quality links that cannot be easily acquired and belong to a good SEO environment in that they are related to sites that match your services or niche.

Navigational Query

This is a query where a user is looking for a specific website.

Negative SEO

A cruel practice, and quite rare, in which one page discredits another through SEO.


It is the group to which your area of work or services belongs. For example, as a B2B company, Codedesign's niche is all those companies that want to undertake in the digital world. For instance, if your business is a fertility clinic, it belongs to the fertility niche, parenthood, among others.

No archive Tag

A tag informs search engines not to store a cached copy of your webpage.

Nofollow Attribute

It is a meta tag that warns search engines not to follow an outbound link. Often, this is because the connection is paid or you do not want to give authority to said page.

Noindex Tag

A tag that informs search engines not to index a webpage in its index.


It is an HTML quality that prevents passing referrer information through a link.

Nosnippet Tag

It is a tag that tells search engines not to display information with your list.

"Not provided"

When search engines moved to secure search in 2011 keyword data was removed from Google Analytics, showing "not provided." This made it impossible to know which queries were responsible for users finding a webpage.


Off-page SEO

Off-page SEO refers to any strategy used outside of your page to increase your rankings.

On-Page SEO

It consists of optimizing the content of your page and its code to rank higher.

Open Graph meta tags

Pieces of code that control how URLs will be displayed on social media.

Organic search results

It is when your page is visited naturally without needing to use any paid strategy.

Organic Traffic

The traffic you receive from common search engine searches.

Orphan Page

A web page that is not linked to any other within the domain. It doesn't have any internal links pointing to it.

Outbound link

A link that points to a referenced page or any website outside of your domain.



According to Google, a page rank is the amount of importance of a page based on how many links it has from other pages. Each link adds to your PageRank.

Page Speed

This is an important ranking factor and refers to the time your page takes to load completely.


This is what happens when a page is loaded in a browser.

Paid link

A paid link is the practice of paying for an external link.

Paid Search

All the P.P.C. ads above and below the organic results on Google.

Private Blog Network (P.B.N.)

Like Link Farm, it is a network of websites created to link to other websites.

Portable Document File (PDF)

A document can contain any media like text, videos, links or other elements.


This term refers to A "punishment" for breaking Google's Webmaster Guidelines.



It is the perfect representation of the type of ideal user of your company. Creating your buyer persona is one of the first steps to starting your marketing strategy since by knowing information such as their age, source of income or interests, you can create a plan that suits their needs.


Personalization is when search engines use your search history to create a set of search results tailored to a specific user.


The Hypertext Preprocessor is a scripted language that creates dynamic content on websites.


In 2012 Google included an anti-piracy policy that lowers the notoriety of pages that have been accused of plagiarism.


Pogo Sticking happens when a user clicks on your page and immediately finds out that it was not what they were looking for. They go back to the main search page, better known as the SERP.


It is the place where your website ranks in search engines.

Pay Per Click (P.P.C.)

Pay Per Click is a style of paid strategy in which you create ads to be displayed on search engines, social media or any other platform and then pay for each time a user clicks on it. The perfect mix is to combine organic techniques such as SEO with P.P.C. to achieve more optimal objectives and locate suitable candidates.

SEO Glossary



When a trending topic, Google tends to privilege them by showing them more. This is known as the Query Deserves Freshness.

Quality Content

Suitable content that helps demonstrate your dominance within your niche while answering key questions (long-tail keywords) from your audience.

Quality Link

Se refiere a un inbound link que viene de una fuente de autoridad.


They are the words or phrases that users type in the search engines.



Is the place where a webpage shows within the organic search results for a query.

Ranking Factor

This specific component helps search engines define where websites should appear within particular queries. Google has confirmed that its algorithms use 200 different signals to achieve this.

Source: YouTube.

Reciprocal Links

The process happens when two web pages accept to exchange links with one another.


It is a technique that re-sends a user or the search engine to a page other than the one they requested but is just as relevant. There are two types of redirects:

  • 301: Permanent
  • 302: Temporary


The referrer is the data transmitted by a browser when it travels from one website to another, indicating the destination.


It is reincorporating a web page to the index after being removed.


Relevance is how search engines measure how efficiently your content can respond to user queries.

Reputation Management

It is the practice of highlighting all the good comments made to a person, company or business, avoiding or attending any bad reviews.

Responsive Website

It is a website that adapts to the screen's dimensions in which a user looks for it, whether from a desktop, laptop or smartphone. It is good to mention that the mobile version of your website is essential when cell phones are more used than computers.

Rich Snippet

This structured data can be displayed in HTML to inform search engines as they crawl. This information can be displayed on the first search pages, resulting in a rich snippet.


Schema Markup

Schema markup is the element responsible for showing the search engine what is transmitting the content of your page. Your task is to convert unstructured data into one that does. Having these on your page is advisable as it helps search engines crawl more quickly, raising your rankings on them.


Scraping consists of copying content from a page with a program to build a searchable index of websites.

Search Engine

It is a program that allows users to search for any query through its index and get all the information they want. The index is usually updated using crawlers; then, this is parsed by the algorithms.

Search Engine Marketing (S.E.M.)

S.E.M. is the practice of advertising through search engines using organic or paid techniques.

Search Engine Optimization (SEO)

The main topic of this glossary.

SEO consists in optimizing a website so it can appear in top positions on organic results. This practice requires an understanding of how search engines work, what users search for and why they are doing it. When you do it right you make your site attractive to users and search engines.

Search Engine Optimization

Search Engine Results Page (SERP)

This is the place where you want your web page to be displayed. This page usually returns ten results with the most relevant pages for each query, and as you can deduce, they are the ones that receive the most traffic and success for their businesses.

Search History

In looking forward to personalizing each user's experience to their tastes, search engines keep a history of each page to show them similar results or adapt to their preference.

Share of Voice

The search of voice is an analysis showing which pages rank higher for organic searches in search engines. The positive thing about these analyzes is that they allow you to study link-building possibilities or to know what content is the one that can connect the most with your audience.


Sitelinks are additional pages that appear below your URL in the SERPs. This allows users to navigate deeper within your website, offering other options that can enrich their search options.


This is the list of pages on your website, and they can be displayed on:

  • HTML:  It organizes everything by topics.
  • XML: A type of sitemap that offers crawlers a list of pages on a website.

Sitewide Links

A link that shows on every page of your web, can be in the sidebar or even a template.

Social Media

Platforms like Facebook, Instagram or Tiktok. These allow users to share their experiences and have fun, but it also gives us the opportunity for companies to strengthen closer ties with our customers.

Social Signal

They are signals that demonstrate authority and popularity within social media. Several influencers use this to be famous on the platforms. These are factors like likes or the number of times your site has been shared. Google has reported that these social signals are not as relevant to stand out in search rankings but that the popularity of these sites is due to other factors.


Better known as Spamdexing, it is the practice of using your page to rank content that it would not otherwise. As you can tell, this is a black hat, and hackers often use it to generate revenue, but in the process, they spam & destroy your website.


A search engine spider is a crawler used to crawl websites and store information about them in the index.

Split Testing

Also known as A/B testing, this strategy shows two formats or designs to the public to test which is more effective.

SSL Certificate

A certificate is used to identify a website and to encrypt the information sent to the server using Secure Sockets Layer Technology.

Status Codes

The response that the servers give to any clicked link. These are usually:

  • 200 (OK)
  • 404 (Not Found)
  • 410 (Gone)
  • 500 (Internal Service Error)
  • 503 (Service Unavailable)

Stop Word

These are common words in queries like a, at, in, on, and the. Search engines used to ignore these words to save time and resources, but now some of them have become meaningful for platforms. Still, you shouldn't worry about them regarding SEO purposes.


It is a separate page within the same domain.



It is the task of organizing and categorizing a website to maximize content findability and make it possible for users to perform their actions.

Time on Page

An estimate of the time a user is on the website.

Title Tag

It is the main title of your page. This is what the search engines use to locate your page, so you must make sure you use relevant keywords and that they are terms your users are searching for. Experts recommend that your title tag be no more than 65 characters.

Top-Level Domain (TLD)

The extension website has. These include:

  • .com
  • .org
  • .net
  • .info


The users that visit your webpage.


Trust is directly related to the history of your domain. You will have good trustworthiness if you have cited authoritative sources, built a good reputation, and haven't violated Google's Webmaster Guidelines.

Trust Rank

It is a link analysis that serves to separate a dedicated page from another that is spam.


User-Generated Content (U.G.C.)

Is the content your followers create, be it a video, a review or comments. These can be used to promote your brand if the positive feedback.

Universal Search

This happens when search engines gather data from several specialized sites to show them in the same SERP.

Unnatural Link

It is any link that Google may think is suspicious or manipulative, and if this is the case, Google can take down this page.


According to its letters, a Uniform Resource Locator is the specific string of characters that take to a website. 

URL Parameter

They are values added to a URL to detect where the traffic is coming.


It is the quality that your website has to be easy to use for users. This means that it is intuitive to navigate, sections are understood, and its design is easy on the eyes.

User Agent

It is web-crawling software.

User Experience (UX)

It is the feeling your users have after interacting with your brand.


Vertical Search

It is a type of search that is specified in a single topic, for example:

  • YouTube - Video
  • Amazon - Shopping

Virtual Assistant

A virtual assistant is a bot that is capable of performing functions such as online searches by language processing. A great example of this is Apple's Siri.


The prominent positions that a website occupies within Google searches.

Voice Search

Instead of typing what you're looking for, voice search lets you instantly search for everything just by saying it. The virtual assistants that we already mentioned have the technology to do this.

Source: YouTube.



It means a document that exists on the World Wide Web and can be checked by web browsers.


It is the collection of web pages grouped together on the World Wide Web.

Website Navigation

It is the capability of websites to interconnect their pages so users can navigate on it.


Illegal methods are used to manipulate search engines or users.

White Hat

They are all strategies that are consistent with Google's Webmaster Guidelines.

Word Count

It is the amount of copy that a web page or article has. In general, too few words is a bad indicator of rankings


A management system for blogging and content creation.



XML stands for Extensible Markup Language and search engines use it to understand website data.

XML Sitemap

A group of all the pages on a website that the platform needs to know.



Yahoo is a search engine born in 1994, and one of the most popular in the 90s. However, in the 2000s, an acquaintance arrived on the scene and began powering Yahoo's organic search results; that's right, we're talking about Mr. Google. It wasn't until 2004 that the platform started using its search technology. Today it is owned by Microsoft and uses the Bing search engine.


This is the most famous search engine in Russia, and it was created by Arkady Volozh and Ilya Segalovich in 1997.

Final Thoughts

We have reached the end of this glossary, and with almost two hundred terms we can appreciate how extensive and rich in content this fundamental aspect of digital marketing is.

Search Engine Optimization is the organic base to be able to bring traffic to your website at the same time that you please the search engines, which ensures your success, since if you know how to handle this you can easily handle strategies that require investment such as P.P.C., and probably generate better results.

At Codedesign we give you this complete guide so that you have it at hand when you forget a term, however, the best thing you can do is leave your business in the hands of digital marketing experts so that we can handle it for you. Our team of specialists handles SEO to perfection, but also adds endless areas to its catalogue of strategies, ranging from E-commerce to Website and Hybrid app development. If you want your business to take off and go straight to success, contact us and let us advise you.

Until the next article, see you!

About CodeDesign

Codedesign is a digital marketing agency specializing in e-commerce and B2B online marketing. Our digital team utilizes the latest digital marketing tools and strategies to help clients reach their business goals. We offer comprehensive services such as website design, search engine optimization (SEO), content marketing, performance marketing, social media marketing, CRM and marketing automation, email marketing, and more. Our experts create and implement customized digital marketing campaigns to increase website traffic, generate leads, and drive sales. Our expertise in e-commerce and B2B marketing allows us to understand the nuances of the digital marketplace and create effective marketing solutions tailored to their client's needs.
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