SEO, Social Media & Online Reputation Consultant, Digital Marketing Specialist,WordPress Consultant, eCommerce Store development

SEO Glossary

A | B


A/B Testing: Creating two nearly identical documents (webpages/newsletters/ads, etc) for the purpose of testing which copy produced a better result.  The best producing document is then kept as the “control” and a new nearly identical document is created to test against.

Above the fold: This is a term used to describe content that is near the top of a webpage and is visible without having to scroll down the page to view it.

Agent: Crawlers/Spiders are also referred to as “agents”.  This is when Google or another search engine visits your web page and “crawls” the contents to determine what your site is about, if it has been updated recently, or if it down.

Alt Attribute Used in images, this HTML tag provides alternative text or description of the image.

Alt Tags:  Used in images, this HTML tag provides the image name or description that you see if you hover your mouse over the image.  This is often used to make your page more accessible to individuals with disabilities such as people who may have a vision impairment and use a device that reads the contents of a webpage to them.

Anchor Text: Anchor text is the text portion of a link that you click on when an address isn’t displayed.  An example of this would be (Bay Area SEO).  Google uses anchor text to help determine what keywords your site may focus on, and using appropriate anchor text is an important search engine optimization technique.

Authority: A site that is deemed as an “authority” site will generally have better search engine result placement and page-rank.  Authority is primarily determined by relevant content and incoming links.

Average Page Views: The amount of pages within a site a user visits within one session (one session is equal to one visit, meaning if the user leaves and returns later this counts as two sessions)

Average Time on Site The average amount of time a user spends on your website.


Backlinks: Backlinks are links from other sites that point to your site.

Bait & Switch: This is a technique used by black hat SEO’s and involves displaying one web page to search engines and a completely different page for other user agents at the same URL.   It generally creates an optimized page targeting specific keywords and submits this page to a search engine or directory, but replaces that page with the regular page as soon as the optimized page has been indexed.

Banned: If your website has been penalized and removed from the search engine results, it is considered to be banned.

Black Hat SEO: This is a term used in the type of SEO you want to avoid and is against search engine guidelines.  Using Black Hat techniques can get your site banned from Google – and chances are you won’t be able to get it back into search results.

Following are Black Hat tactics to avoid:

  • Hidden text or Hidden links – Links or text which is the same color as the background of your page.
  • Artificially increasing the number of links to your site:  Sites which hold are wide repository of links are considered by Google as “link farms” and receiving a wide number of incoming links from “link farms” will have a negative effect on your site.
  • Duplicated content:  Content copied from other sites and used on yours.
  • Excessive pop ups
  • Bait & Switch techniques
  • Spamming other websites or forums to place your link on their site.
  • Keyword stuffing:  Using a keyword so many times that the context makes little to no sense.
  • Cross linking:  An excessive amount of cross linking with sites to increase your websites popularity.

Blacklist: Black lists are created by organizations to create a database of websites, ip addresses or users who are known for black hat tactics, hacking attempts or other shady practices.

Body (Body Copy): The body of your text – text that is visible to users and doesn’t include code, navigational content, or images.

Bot: Another name for Agent, Crawler or Spider