SEO Glossary

The SEO glossary is a comprehensive list of terms and phrases related to search engine optimization (SEO), the practice of improving the visibility and ranking of a website in search engine results pages (SERPs). It includes definitions for technical terms and concepts, as well as best practices and strategies for optimizing websites for search engines.

Contents of the Article

A/B testing

A method of comparing two versions of a website or marketing campaign to determine which performs better.

Ad fatigue

The reduced effectiveness of an advertisement due to excessive repetition or overexposure.

Ad fraud

The deliberate deception of online advertising metrics, such as clicks or impressions.

Ad impressions

The number of times an advertisement is displayed, regardless of whether it is clicked on.

Ad rotation

The process of displaying different ads in a set or group, typically in order to test their performance or to prevent ad fatigue.

Adoption rate

The rate at which a new product or service is adopted by a target market.


A Google advertising service that allows businesses to place ads on Google’s search engine and other Google properties.

Affiliate marketing

A type of performance-based marketing in which a business rewards affiliates for each visitor or customer brought to the business by the affiliate’s own marketing efforts.

Affinity audience

A group of people who have a shared interest or hobby, and are therefore more likely to engage with a particular type of content or advertisement.


A set of rules or instructions used by a search engine to rank websites and web pages in search results.


The collection, analysis, and interpretation of data to understand and improve a website or online marketing campaign.

Attribution model

A set of rules that determines how credit for a conversion is assigned to the various touchpoints and channels that led to the conversion.


The process of identifying and assigning credit for a conversion to the various touchpoints and channels that led to the conversion.

Audience segmentation

The process of dividing a larger audience into smaller, more targeted groups based on common characteristics or behaviors.

A link from one website to another, typically used to improve search engine rankings.

Behavioral targeting

The practice of targeting ads to users based on their past online behavior and interests.


A website or section of a website that features regularly updated content, typically in the form of written articles or posts.


The act of creating and publishing content on a blog.

Bounce rate

The percentage of visitors to a website who leave after viewing only one page.

Brand awareness

The degree to which a brand is recognized by and familiar to consumers.

Brand loyalty

The preference of a consumer for a particular brand, often as a result of positive experiences or associations with the brand.

Brand reputation

The overall perception of a brand in the minds of consumers.

Buyer persona

A fictional representation of a company’s ideal customer, based on market research and data.

Call-to-action (CTA)

A statement or button that prompts the user to take a specific action, such as filling out a form or making a purchase.


A coordinated effort to achieve a specific goal, such as increasing website traffic or generating leads.


A computer program that uses artificial intelligence to simulate conversation with human users, often through messaging applications or websites.

Click-through rate (CTR)

The percentage of people who click on a specific link, such as an ad or search result.


Headlines or content that are designed to be sensational or provocative in order to attract clicks.

Content marketing

The creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action.

Conversion rate optimization (CRO)

The process of improving the conversion rate of a website or marketing campaign through testing and optimization.

Conversion rate

The percentage of visitors to a website who complete a desired action, such as making a purchase or filling out a form.


The act of turning a website visitor into a customer or lead.


Small pieces of data that are stored on a user’s device and used to track their activity on the internet.

Customer acquisition cost (CAC)

The total cost of acquiring a new customer, including marketing and sales expenses.

Customer journey

The path that a customer takes from initial awareness of a product or service to the final purchase and beyond.

Customer lifetime value (CLV)

The estimated revenue that a customer will generate over the course of their relationship with a business.

Customer relationship management (CRM)

The practice of managing interactions with current and potential customers, typically through the use of software and databases.

Customer segmentation

The process of dividing a customer base into smaller groups based on common characteristics or behaviors.

Customer service

The assistance and support provided to customers by a business.

Data privacy

The protection of personal data and information from unauthorized access or use.

Demographic targeting

The practice of targeting ads to users based on their age, gender, income, or other personal characteristics.

Display advertising

A type of online advertising that involves the display of banner ads on websites or other platforms.

Domain name

The address of a website, such as


The buying and selling of goods and services online.

Email marketing

The use of email to promote products or services, build relationships with customers, or engage with audiences.


The level of interaction and involvement that a user has with a brand or product.

Event tracking

The process of tracking specific actions or events on a website, such as form submissions or button clicks.

Exit rate

The percentage of visitors to a website who leave after viewing a single page.


A visual representation of the journey that a customer or prospect takes through the marketing and sales process.


The practice of targeting ads to users based on their geographic location.

Google Ads

Google’s advertising platform, formerly known as AdWords.

Google Analytics

A free web analytics service offered by Google that tracks and reports website traffic.

Google E-A-T

Google E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It is a set of guidelines used by Google to assess the quality of content on websites and rank them accordingly. The goal of E-A-T is to protect users from low-quality content and provide them with the most reliable and accurate information. To meet the criteria for Google E-A-T, content must demonstrate expertise in the field, come from a reliable and authoritative source, and be trustworthy. Google also looks at a website’s design, user experience, and other factors to determine its E-A-T score.

Google My Business

A free tool that allows businesses to manage their online presence across Google, including in search results and on Google Maps.

Inbound marketing

A marketing strategy that focuses on attracting and engaging customers through valuable and relevant content, rather than interruptive advertising.

Influencer marketing

The practice of collaborating with influencers, or individuals with a large following on social media, to promote a product or service.


A visual representation of information or data, often used to communicate complex ideas in a more easily digestible format.

Interactive content

Content that requires the user to take some form of action, such as filling out a form or answering a quiz.

Key performance indicator (KPI)

A metric that is used to measure the success of a marketing campaign or business goal.


A word or phrase that is relevant to a website’s content and is used by search engines to index and rank pages.

Landing page optimization

The process of improving the design and content of a landing page to increase conversions.

Landing page

A specific web page that a visitor is directed to after clicking a link, such as an ad or search result.

Lead generation

The process of attracting and capturing potential customer information, typically through the use of forms and landing pages.


A potential customer who has expressed interest in a company’s products or services.

The process of acquiring backlinks from other websites to improve search engine rankings.

The process of acquiring backlinks through the creation and promotion of high-quality content.

Long-tail keywords

Keywords or phrases that are more specific and have less search volume than more general, short-tail keywords.

Marketing automation

The use of software and technology to automate marketing tasks and processes, such as email campaigns and lead nurturing.

Meta description

A short summary of a web page’s content that appears in search results.

Mobile optimization

The process of designing and developing a website or marketing campaign to be mobile-friendly and easy to use on mobile devices.

Native advertising

A form of online advertising that is designed to blend in with the surrounding content and appear as if it is part of the publisher’s own editorial content.

On-page optimization

The process of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines.

Online reputation management (ORM)

The practice of monitoring and influencing the online reputation of a business or individual.

Organic traffic

Traffic to a website that comes from search engines, as opposed to paid advertising.

Outbound marketing

A traditional marketing strategy that involves actively reaching out to customers through interruptive tactics, such as cold calls or direct mail.

Paid search

A form of online advertising in which businesses pay to have their ads displayed in search results.

Pay-per-click (PPC)

A type of online advertising in which businesses pay each time a user clicks on one of their ads.


The practice of tailoring marketing efforts to the specific needs and interests of individual customers.


Small pieces of code that are placed on a website or landing page to track and collect data, such as website visitors or conversions.


The practice of targeting ads to users who have previously visited a website or taken a specific action.

Search engine marketing (SEM)

The practice of promoting websites through paid search advertising, such as Google AdWords.

Search term

The word or phrase that a user enters into a search engine to find information or websites.


Search Engine Optimization, the process of improving the visibility and ranking of a website in search results.


Search Engine Results Page, the page that a search engine displays with the results of a query.

Social media marketing

The use of social media platforms to promote a business or campaign.

Social media

Online platforms that allow users to create and share content, such as Facebook and Twitter.

Target audience

The specific group of people that a business or campaign is trying to reach.


The process of defining and reaching a specific audience through marketing efforts.

Traffic acquisition cost (TAC)

The total cost of acquiring website visitors, including marketing and advertising expenses.


The number of visitors to a website.

User experience (UX)

The overall satisfaction and ease of use that a person has while interacting with a website or product.

User-generated content (UGC)

Content that is created by users and shared on social media or other platforms, such as reviews, ratings, or comments.

Video marketing

The use of video to promote a business or campaign.

Virtual reality (VR)

A computer-generated simulation of a three-dimensional environment that can be interacted with in a seemingly real or physical way.

Voice search

The use of voice recognition technology to search the internet using natural language voice commands.

Web analytics

The analysis of data collected from a website to understand and improve its performance and effectiveness.

Web design

The process of creating and organizing the visual appearance and layout of a website.

Web development

The process of building and maintaining a website, including coding and programming.

Web hosting

The process of storing and hosting a website on a server so that it can be accessed over the internet.

Website optimization

The process of improving a website’s performance, usability, and accessibility in order to increase traffic and conversions.


A collection of web pages that are hosted on a single domain and accessed through a web browser.

SEO Glossary