Essential SEO Terms You Have To Know 2019 | SEO Glossary Part 2

Essential SEO Terms You Have To Know 2019 - SEO Glossary Part 2

Continuing from Part 1, we will learn more about SEO terms


The buying and selling of products are online.


E-Commerce SEO

SEO concentrates on increasing traffic to get sales for e-commerce websites.

Editorial Link

A backlink leads one website to another without being paid for or requested and we can call Natural link or Organic link

This kind of link is placed within the body of the content and has one purpose as a citation. It means that the author of the content has considered you a trustworthy knowledge source on the subject and would like readers to have a valuable and useful link.


This SEO term relates to link building tactics where you use a link to a company/person/ organization in your content. Then you contact them in hopes they reciprocate with a backlink.

Email Outreach (Link Outreach, Blogger Outreach)

It is one of the link building processes which includes finding backlink opportunities and then contacting the site to have them a link to one of your web pages.

Backlink opportunities could be:

  • A page with a broken link in an article that relates to the topic of one of your web page
  • Websites that are relevant to your niche, with a high DA, low amount of outgoing links and a possibility for you to be included in the content body as a relevant resource
  • A website you could write a guest post for
  • A company or person you mentioned in your content
  • A company or person that mentioned you on their website

Engagement Metrics

Metrics measure how users interact with web pages and content. Engagement metrics may include:

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

Engagement Metrics


Something like people, places, organizations, websites, events, groups, facts, and other things.

Exact Match Anchor Text

The anchor text closely describes the topic of the web page it is linking to.

Exact Match Keyword

An SEO term that refers to a keyword matching option in Google Adword.

Your ad will only emerge in the SERPs if users type in the exact word or phrase in the exact order.

Expert Document

An unaffiliated web page use links from many topically related hubs.

Expert documents are used by Google’s Hilltop algorithm to determine relevancy.

These expert documents can be informationally rich such as pdfs, e-books or web pages with guides on a certain topic.

Expertise, Authority, Trust (E-A-T)

A metric by which Google’s Quality Raters assess web pages that influence ranking. You can increase your E-A-T score by

  • Making sure you have ample amounts of content which is updated and edited frequently (be fresh)
  • Good user experience
  • Better website reputation (A a resource from relevant websites)
  • Provide access to information on the company and content authors

Expertise, Authority, Trust (E-A-T)

External Link

A link points to a different website, not on the same website.

For example a link from to

Featured Snippet (Rich Answer, Direct Answer)

We can call this SEO terms as Position Zero

For certain queries, usually questions such as who/what/where/when/why/how, Google occasionally displays a special block with an answer summary and the website link underneath above the organic search results.

This box consists of a short of a paragraph, list, table, or video, as well as the publication date, page title, link to the webpage from which the answer originated, and URL.

Featured Snippet

We cannot do much to have our websites displayed in the featured snippet because Google decides programmatically which website has the best answers for the question and show it.


Feed mentions a content that delivers the user through special programs or sites, such as news aggregators.

Fetch as Google (Fetch as Googlebot)

Found in Google Search Console, the Fetch as Google tool lets webmasters submit to and check the rendering of a resource in Google – simulating a visit from Googlebot.


It is about how easily users find the content on a website, both internally (by users) and externally (by search engines).


Firebase is a Google-owned mobile platform that supplies a range of services for mobile app developers.


The fold is the point on your website where the page gets cut off by the bottom of a user’s monitor or browser window.

Visitors can scroll to anything below the fold but can’t see it immediately. Search engines place some priority on content above the fold because new users can see it right away.

Having too many ads above the fold can be a negative issue according to the Panda update.


Links that appear in the bottom section (or footer) of a website.


Frames include a type of web page design where two or more documents show up on the same screen within their own frame.

They are not good for SEO because bots sometimes fail to navigate them precisely and can reduce the type of text and makes it difficult to read the content for most users.

Free For All (FFA)

FFA is a page or site with many outgoing links to other sites which are unrelated or provide the user very little unique content with only one purpose of boosting rankings.

Freshness (Freshness Factor)

A Google’s ranking factor.

New or recently updated content could be fresh information and can get scored by Google.

Some contents are about trends, news, hot topics, updates, and recurring events need to be refreshed regularly. Google checks trends and spikes in search volume for a keyword before determining how relevant freshness is for it.

Gateway Page

A gateway page is the same thing as a doorway page, which has one intention to attract traffic from a search engine and redirects it to another site or page.

Gadget Or Gizmo

Gadgets or Gizmos are small applications on sites for specific functions, such as an IP address display or a hit counter


A method of targeting users depends on their geographical location when you want to display different content or ads to your visitors.

Google (Google Search, Google Web search)

World’s most popular search engine with a market share of 90.91% includes extra services, tools, and algorithm.

Google marked a radical departure from human-edited web directories, relying on web crawling technology and a complex algorithm to analyze hyperlinking patterns to rank websites

Google Service / Tools

  • Google Plus

It is Google’s social networking service that allows users to create profiles and join communities.  Companies, organizations can set up a Google page to get in touch with their customers.

Any content you post on, Google+ will get indexed instantly, and therefore this kind of social network should be used as an SEO tool in marketing a person, company or organization.

However, on April 2019, Google will shut down Google+ after discovering a data breach.


Google +

  • Google Ads

It is an advertising service to let users bid on keywords in order for their ads to appear in Google search and its advertising network.

  • Google Alert

Any change of content will be notified via this service. You can establish to follow various keywords, and get an e-mail when content with those keywords gets indexed.

You can use this service to manage your reputation or for link building and also monitor your competition and track changes in their content.

  • Google Analytics (GA)

A tool Google provides to help you analyze your website’s traffic and learn significant information about your audiences such as their geographical location, interests, devices they use to access your website, their dwell time and bounce rate.

You can also get data on the amount of traffic you gain from referrals, how much is direct and what percentage of it is organic and can see how your website performs in terms of speed and content.

These data will guide you to tailor your content toward your readers and gauge the success of your marketing techniques.

Google Analytic

  • Google Autocomplete

A search feature that offers suggestions while the user is typing in the query into the search box. It is an excellent source of long tail keyword ideas as it displays most commonly searched phrases.

  • Google Bomb (Googlewashing, Search Engine Bomb)

An effort to control the search engine results and have a search query return a person or organization non-related to the keyword.

The process is only for humorous or satirical purposes.

The most well-known example is about President George W. Bush’s White House in 2003.  The query of “completely wrong” returns the knowledge graph with Mitt Romney and “miserable failure” resulting George W. Bush in the results.

  • Google Bot

The web crawling system Google uses to find and add new websites and web pages to its index.

  • Google Bowling

A black hat SEO tactic where you intentionally create backlinks to your competitor on spammy, non-relevant websites in order to try to get the competitor penalized, reducing their rank in the SERPs.

  • Google Dance

Appearing in 2002, this term talks about the change of Google’s search engine results frequently.

  • Google I/O

Google’s annual developer conference concentrates on technologies such as Android, Chrome, Chrome OS, APIs and more. The I and O in the name of the conference stands for ‘input’ and ‘output’.

  • Google Juice

This algorithm mentions on the amount of trust or authority a site gets from Google, which comes from the outgoing links to other pages.

  • Google Keyword Planner

It is a tool in Google Advertisement service. There are two benefits that Google Keyword Planner can support

1️⃣ Get keyword ideas based on words, phrases or a URL related to your business.

2️⃣ You can use your existing keyword list and get data for it including average search volume for the last year and the expected number of clicks and impressions for the next 30 days.

This tool is free and all you need to do to access it is choose Tools > Keyword Planning on

Google Keyword Planner

  • Google Maps

A web service provides traditional road maps, satellite imagery, 360° panoramic street view, and route planning.

Google Maps will affect your local SEO as it increases your chances of being displayed in a rich snippet, the map pack.

  • Google Mobile-Friendly Test

In recent years, with the development of technology, Google has been putting more and more importance on responsive, mobile-friendly websites.

Many and many users now browse from their mobiles and therefore Google puts a high standard on good user experience. Mobile friendliness has become an important ranking factor.

You can check the mobile-friendliness of all the web pages of your website by processing Google Mobile-Friendly Test. You can see the detailed issue and how to fix them to improve responsiveness.

  • Google My Business

You are able to create and update your business listing.

Any information you publish here will be available in local search results and display your business on the Google map.

Moreover, it will also display a Business panel to the right of the traditional search results in the SERPs. This panel will include images, map location, user generated content (reviews), information on your opening hours, phone address, website and it might even include a knowledge graph relevant for your business.

Google My Business

  • Google News Sitemap

A sitemap can assist Google in the indexing of Google News specific content. A Google News Sitemap should only contain resources that adhere to the various Google News guidelines.

You can refer the guidelines in order to create your own sitemap.

  • Google PageSpeed Insights

A tool will analyze your website’s content in order to determine the page speed and show you what to speed your site up.

Use the link and test your page speed.

  • Google Search Console (previously Google Webmaster Tools)

A set of free tools and resources. You can track the performance of your website, submit sitemaps and see if there are any manual penalties on your site and check if all your pages have been indexed.

  • Google Trends

An online tool that lets you check the popularity of keywords and phrases. It uses graphs to show the search volume over a period of time.

This can help you when planning a strategy since keyword popularity tends to change during the year and then you can create content when the popularity and search volume is peaking.

  • Google Webmaster Guidelines

A list of best practices when doing SEO for the search engine to crawl, index and understand the content of your website easier. You can

1️⃣ Make unique, valuable, and engaging websites and web pages focusing on users’ experience

2️⃣ Avoid tricks and techniques from competitors

You can read guidelines

  • Google’s Related Searches

Eight suggestions at the bottom of the SERP, that are related to your search term. The suggestions here can be scraped for long tail keyword inspiration or for discovering user interests.

Google Related Search

  • Youtube

The biggest video sharing service (also the second most used search engine) with more than 1.5 billion users.  It can also be classified as social media sites.


Google Algorithm

Google Algorithm

  • Google Fred

A crucial algorithmic update to Google’s search and ranking system.

Released in March 2017, it de-ranks gateway pages and websites created for the single purpose of filling it up with ads and affiliate links.

  • Google Humming Bird

A Google search algorithm appeared officially announced in September 2013. It improves the search results by matching to user intent instead of focusing on exact match keywords by understanding the full context of queries

  • Google’s Mobile Friendly (Google’s Mobile update, Mobilegeddon)

Another important algorithmic of Google’s search and ranking system. Releasing in April 2015, this update de-ranks websites that are not optimized for mobile viewing.

  • Google Panda

An essential Google algorithm update Google’s search and ranking system and initially rolled out in February 2011.

The ambition of Google Panda is to appreciate the quality of the website’s content and reduce the visibility of low-value content, down-ranks web pages with duplicate, plagiarised, thin or low-quality content.

In 2016, Panda became part of Google’s core ranking algorithm.

  • Google Penalty

A negative punishment on your search ranking because you did not follow Google’s guidelines or try to cheat Google.
  • Google Penguin

This kind of Google algorithm launched in April 2012. Google Penguin reduce the visibility of websites that use overly-optimized anchor text, or excessively abused certain spammy tactics like building low-quality links, keyword stuffing.

In 2016, Penguin started running in real-time as a part of Google’s core algorithm.

  • Google Pigeon

Releasing on July 24, 2014, Google Pigeon connects Google Web search and Google Map and started to consider location as a key factor in ranking.

The goal of Pigeon was to improve the accuracy and relevance of local searches by leveraging more traditional Google ranking signals and improving distance and locating ranking parameters.

  • Google Pirate

Launching in October 2014, Google Pirate reduces rank for websites that had pirated content available to visitors.

  • Google Possum

In September 2016, Google gives even more relevance to the searcher’s location via this algorithm.

  • Google RankBrain

Basing on what the Hummingbird update already, Google RankBrain was in October 2015 to use machine learning and AI in interpreting search queries.

  • Google Sandbox

It is about waiting period” that keeps new websites from seeing the full benefit of their optimization efforts.

Gray (Grey) Hat

Grey hat SEO is the operation of SEO techniques that fall between white hat and black hat SEO.

One of these practices is link buying/selling when you buy “likes” and “shares” for your social media pages.

Growth Hacking

It is the practice of using data/analytical driven and viral marketing techniques to generate sales and exposure.

Guest Blogging (Guest Posting)

A popular link building method that involves developing content for other websites in exchange for a backlink pointing at your own pages.

You need to make sure that the website matches your website topic. Many backlinks from non-related websites could confuse the search bot when trying to determine your website’s topic and relevance.


An SEO term refers to a link building strategy where you reach out to websites with a similar topic to your infographic and have them use it to supplement their content in exchange for a backlink to your site.


The “big three” of search engines and includes Google, Yahoo! And Microsoft.


The text is larger and bolder than other text on the page and meant to stand out. They are the simplest way of telling both our reader and the spiders what we believe is the importance hierarchy of the content

There are six levels of headings in HTML – H1, H2, H3, H4, H5, and H6. The higher the level, the more important the heading. Heading tags (from H1 to H6) split up content into sections, with importance when H1 is the most important and H6 is the least important.

Headline tags should be used naturally and incorporate your target keywords where relevant because doing that may provide a small SEO benefit.

Do not use them to define font size, it is better to do this through CSS. You should always keep to the order of the headings, do not use an H4 unless you have an H2 and an H3 also.

Heading tag


It is an H1 tag. Assigning an H1 to a title means that this is the most important element on your page and you should only use one.

h1 tag

Head Term

A popular keyword with high search volume that is usually difficult to rank for.

Hidden Text

Any text that is invisible to users in order to manipulate search rankings by loading web pages with content-rich keywords and copy. This technique is against Google’s Webmaster Guidelines and can result in a manual action.

The tactic is adding text that is:

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

Hilltop Algorithm

Hilltop assigns “expert” status to certain websites or web pages published about a specific topic that also links to unaffiliated pages about that topic.

This algorithm is influenced by the HITS algorithm and added to Google’s algorithm in 2003.

HITS Algorithm

Hyperlink-Induced Topic Search is a link analysis algorithm that assesses a value not just based on content and inbound links (authorities), but also its outbound links (hubs).


Each time a file is downloaded from your site is considered a hit. A website page has on average 15 hits.

This includes

  • Page’s HTML files
  • Images,
  • Videos,
  • Graphics
  • Buttons
  • etc.

It used to be the sole measurement of web traffic, but it is no longer as relevant.


The default, or introductory webpage or the first (main) page of a website. It is the starting point of the website and the most used page.


Hreflang Attribute

We use it to mark up pages of a multilingual site and can make sure that users have the page displayed in the right language based on the language they use in their query.

This attribute also helps with the duplicate content. Sometimes you have a website that has the same content for different locations (like UK and USA), with small variations like currency. In this way you let Google know which location or language this webpage is optimized for.

Kindly consider that you will still have to work on link building for each webpage to make sure it has enough authority to be displayed in the desired location.

.htaccess File

A server configuration file that can be used to rewrite and redirect URLs.


Stands for Hypertext Markup Language.

The HTML source code is the format readable to humans and it is the only stage where we can modify the code before the compiler translates it into what you see in your browser.

You can view your source code in any browser (right click + Inspect in Chrome and right click + View Page Source in Firefox).

If you wish to modify it, it is recommended to use a plain text or code editor. The bulk of technical SEO is done in the HTML source code.

HTML is specific code elements that can be used to improve the effectiveness of SEO for web pages and websites.

HTML Heading (Heading Element, H1-H6 tag)

Heading tags are used in HTML to create structure.

HTML Sitemap

An HTML sitemap is for visitors intentionally (unlike the XML sitemap made for search engines).

Made in a form of a bulleted list, it displays links to all the pages on the website, shows its hierarchy and helps visitors with navigation.

The HTML sitemap is used during the development phase to ensure a good structure that will both spread link juice efficiently and make sense to the visitor navigating the site.

They do not hold the same weight in SEO as XML sitemaps, but they are not completely without SEO value.



The Hypertext Transfer Protocol is how data is transferred from a computer server to a web browser.


Hypertext Transfer Protocol Secure uses a Secure Sockets Layer (SSL) to encrypt data transferred between a website and web browser. HTTPS is a minor Google ranking factor.

Hub (Hub Page)

A hub is an expert or trusted page which provides high-quality content included in other related pages.

It dedicates to a specific topic (keyword), that is continually updated and linked to, and also links out to topically-relevant webpages.

Hyperlink (Link)

A link is a clickable (or tapable) text or an image that provides direct access to another page or section of a page with easy navigation through the web.

Image Filename

It is a unique name to identify an image in a file system. It includes a name assigning to it and a file format.

The filename is your chance of explaining the image content to the crawlers. It should:

  •  Readable to humans (don’t name your image IMG_025.jpg)
  •  As descriptive as possible
  •  Try and keep it short  (don’t use words like a, the, it, to etc)
  •  Unique (names like shoe1.jpg, shoe2.jpg, shoe3.jpg will not help you much)
  •  Include keywords
  •  Hyphens (dash) instead of underscores

Image Title

It is an attribute when you can add to the image tag in HTML.

In case the image cannot be displayed the title will take its place. Recently, it does not affect your ranking but does improve your site’s accessibility.

Image SEO

Refers to optimizing all the images on a website so you can increase content relevance, search engine visibility, and screen reader accessibility.

This you do :

  •  Making sure the file is the right size, so it does not slow down the website
  •  Using descriptive file names
  •  Adding alt tags with descriptions of what is on the image
  •  Creating image sitemaps

Image Sitemap

An XML file contains all the images from your website you would like crawled and indexed. This can be a separate file or added to the existing XML sitemap.


Each time an ad is displayed on the user’s screen or a website is displayed in the SERPs is an impression.

impression stats


Inbound Link

A link to a webpage that originates from an external website.

For example, if a website is to link to Google, it would count as an inbound link on Google’s side; if Google were to link to the website, it would be an inbound link on this side.


The database search engines use to store and retrieve information gathered during the crawling process.


How easily a search engine bot can understand and add a webpage to its index.

Indexed Page

A webpage that has been discovered by a crawler, has been added to a search engine index and is eligible to appear in search results for relevant queries.


The process of including a website in the search engine database. The easiest way to get your website indexed is by having others link to you and then waiting for SE bots follow those links.

If you would like to speed up this process, then you can:

  •  Upload an XML sitemap that includes the missing page
  •  Get backlinks from high DA websites as they get crawled more often
  •  Make sure that you are not using a “no-index” value in your HTML robots tag

Information Architecture

How a website is organized and where various content and navigational elements are located on web pages.

Information Retrieval

The process of searching for information (e.g., text, images, video) from a large database and then presenting the most relevant information to an end user.

Infographic (Informational Graphic)

A method of presenting information in a visual way meant for easy and quick reading. The method is more engaging than a traditional article because the convey complex data in a simple way. This type of content is shared more, takes less time to create and gets more natural links.


Internal Link

If the destination of your link is on your website and it’s an internal link. Internal links connect your website pages and make it easier for the visitor and search bot to navigate through it. It includes not only the navigational links but also links where you suggest to the visitor which page to visit next.

Using the right internal link strategy can help your SEO as you can control your website structure and give certain pages more importance by placing them higher in the hierarchy.

internal link

International SEO

This term mentions increasing your visibility in other countries and create global growth. You can set up a country and language detection and display appropriate content automatically.

Some tactics for doing international SEO are:

  • Optimize for the most used search engine in the country of your choice and use their keyword planning tools (for example Yandex in Russia and Baidu in China)
  • Hhreflang will specify the content language of your web page and help the search engine display it to the right target group
  •  Translate the HTML elements of the web page used for SEO – URL, meta description and title
  • Translate the content of the webpage, including the navigation, image names and alt tags
  • Use country detection to change price currency


A disruptive, promotional page that is inserted in the normal website content.

For example, a pop-up or lightbox covering the whole web page. When visitors come and see, it manually closes to continue to browse. This makes content hard to access and reduces user experience.

Having an interstitial immediately or shortly after a user clicks on your link in SERPs on your mobile site can result in a penalty.

IP Address

An Internet Protocol Address. IP addresses can be:

  • Shared: Numerous websites share an address within one server or a group of servers (or virtual hosting).
  • Dedicated: A website has its own address.

Neither will help you rank better; however, a dedicated IP address can increase site speed.

JavaScript (JS)

A programming language that makes it possible to dynamically insert content, links, metadata, or other elements, on websites.

JavaScript can potentially make it difficult for search engine bots to crawl and index web pages and increase the time it takes for a webpage to load for users.



SEOs usually work either at a marketing agency, in-house for an organization, freelance, part-time, are self-employed, or own a company.

SEO job titles include SEO executive, blogger outreach, link building, content marketing, technical SEO, campaign manager, account manager, SEO manager, Head of SEO, and executive level positions.

John Mu

John Mueller aka John Mu is a Webmaster Trends Analyst at Google and a very active figure in the webmaster community.

In Short

Do you feel tired now? You may get drown in two articles. However, these SEO terms are greatly helpful in SEO journey. To continue,  you can process SEO Glossary Part 3 ↪️


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