SEO Glossary 2023

SEO (Search Engine Optimization) is the set of techniques and strategies applied to improve the visibility and positioning of a website in the results of search engines, such as Google or Bing.

The objective of SEO is to attract more organic (non-paid) and quality (relevant and segmented) traffic to a website, thus increasing the chances of conversion and user loyalty.

SEO is a discipline in constant evolution, as search engine algorithms are frequently updated to offer a better user experience and adapt to new trends and market demands.

Therefore, it is important to stay up to date with the changes and developments that affect SEO and to know the most relevant terms and concepts in order to apply them correctly.

We present you some of the most used words in SEO.

• AI (Artificial Intelligence) : Artificial intelligence is the ability of machines or computer systems to perform tasks that normally require human intelligence, such as learning, reasoning or understanding natural language. AI is increasingly used in SEO to optimize content, analyze user behavior, personalize searches or generate automatic texts. 
• Algorithm : An algorithm is a set of rules or instructions followed to solve a problem or perform a task. Search engines use complex algorithms to process user queries, crawl and index web pages, evaluate their relevance and authority, and display the most appropriate results. Some examples of Google algorithms are PageRank, Panda, Penguin, or BERT. 
• Anchor text : Anchor text is the visible text used to link to another web page. Anchor text can be a word, phrase, or image, and is often a different color than the rest of the text to indicate that it is a link. Anchor text helps users and search engines understand the context and topic of the link, so it should be descriptive, relevant, and varied. 
• Backlink : A backlink is a link that points from another website to your website. Backlinks are one of the most important factors for SEO, as they indicate the popularity, authority and trust of your website. However, not all backlinks have the same value, but rather depend on the quality and relevance of the website that issues them. 
• Black hat SEO : Black hat SEO is the set of techniques and practices used to manipulate or deceive search engines in order to improve the positioning of a website quickly and illegitimately. Some examples of black hat SEO are keyword stuffing, cloaking, spamming or buying links. Black hat SEO can have negative consequences for your website, such as penalties or bans from search engines.
• Bounce rate : The bounce rate is the percentage of users who leave your website after visiting only one page, without taking any action or interacting with any element. The bounce rate is used as a measure to evaluate the quality and relevance of your website's content and design, as well as user satisfaction and interest. A high bounce rate may indicate that your website is not meeting users' expectations or needs.

• Canonical tag : The canonical tag is an HTML element used to tell search engines which is the original or preferred version of a web page when there are several similar or duplicate versions. The canonical tag helps avoid duplicate content issues, which can negatively impact SEO and user experience.
• Crawling : Crawling is the process by which search engines explore and inspect web pages on the Internet using programs called crawlers or bots. The purpose of crawling is to gather information about the content, structure, and links of web pages, then store and index it in a database. Crawling is the first step to getting your website to appear in search engine results.
• CTR (Click Through Rate) : CTR or click-through rate is the percentage of users who click on a link or ad after seeing it. CTR is used as a measure to evaluate the effectiveness and performance of an SEO, SEM or email marketing campaign, among others. A high CTR can indicate that the link or ad is attractive, relevant and in line with the users' intentions.
• DA (Domain Authority) : DA or Domain Authority is a metric developed by Moz that measures the quality, relevance, and popularity of a domain or website on a scale of 1 to 100. DA is based on several factors such as the number and quality of backlinks, the length of time the website has been around, the history, and the content of the website. DA is used as a way to predict a website's ranking and performance in search engine results.
• Duplicate content : Duplicate content is content that appears on more than one web page, either within the same website (internal content) or on different websites (external content). Duplicate content can negatively affect SEO and user experience, as it can cause confusion for search engines and users about which is the original or most relevant version of the content. Techniques such as the canonical tag, 301 redirect, or noindex tag can be used to avoid duplicate content.
• EAT (Expertise, Authoritativeness, Trustworthiness): EAT (Expertise, Authoritativeness, Trustworthiness) is a set of criteria that Google's human evaluators use to measure the quality and credibility of a website and its content. EAT is based on the idea that users are looking for reliable, accurate, and useful information when searching the Internet, especially when it comes to sensitive topics such as health, money, or safety. EAT is one of the most important factors for SEO, as it influences a website's ranking and reputation.
• Featured snippet : A featured snippet is a special type of result that appears at the top of the first page of Google, above the first organic result. A featured snippet displays an excerpt of content from a web page that directly answers the user's query, along with the title, URL, and an optional image. A featured snippet aims to provide a quick and accurate answer to the user, without requiring them to click on any links.
• FAQ (Frequently Asked Questions) : FAQs are a type of content consisting of a list of questions and answers about a specific topic, usually related to a product, service, or website. FAQs aim to resolve the most common doubts that users may have, providing clear, concise, and useful information. FAQs can improve SEO and user experience, as they can increase organic traffic, reduce bounce rate, build trust, and facilitate navigation.
• Google Analytics – Google Analytics is a free tool from Google that allows you to measure and analyze traffic and user behavior on a website. Google Analytics offers a wealth of data and reports on traffic sources, pages visited, dwell time, conversions, searches, audiences, devices, etc. Google Analytics is a must-have tool for SEO, as it helps optimize a website’s content, design, and usability, as well as evaluate the performance and ROI of marketing campaigns.
• Google Search Console - Google Search Console is a free tool from Google that allows you to monitor and improve the health and visibility of your website in Google search results. Google Search Console provides information and resources about crawling, indexing, ranking, errors, links, speed, security, mobile compatibility, and other technical and quality aspects of a website. Google Search Console is an essential tool for SEO, as it helps you detect and solve problems, improve performance, and communicate with Google.
• Google Trends : Google Trends is a free tool from Google that allows you to explore and compare Internet search trends at a global or local level. Google Trends shows the evolution and popularity of the keywords or topics most searched by users in a given period of time, as well as related or emerging queries. Google Trends is a very useful tool for SEO, as it helps to identify opportunities, adapt to market demands and create relevant and updated content.
• Heading tag : The heading tag is an HTML element used to structure and hierarchize the content of a web page through titles and subtitles. Heading tags range from H1 to H6, with H1 being the most important and H6 being the least important. Heading tags help users and search engines understand the organization and main topic of a web page, so they should be clear, descriptive and contain relevant keywords.
• Hreflang tag : The hreflang tag is an HTML element used to indicate to search engines the language and region of a web page when there are multiple versions in different languages ​​or targeted at different countries. The hreflang tag helps to avoid duplicate content problems, improve the indexing and positioning of each version, and offer a better user experience by displaying the most appropriate version based on the user's language and location.

How to write a product text for SEO?

• HTML (HyperText Markup Language) : HTML or HyperText Markup Language is the standard language used to create and structure web pages. HTML is made up of tags or elements that define the content, appearance, and functionality of each part of a web page. HTML is one of the pillars of SEO, as it influences the accessibility, usability, and understanding of a web page by users and search engines.
• Indexing : Indexing is the process by which search engines store and organize information gathered during crawling in a database called an index. Indexing allows search engines to quickly access and retrieve the most relevant web pages for each user's query. Indexing depends on several factors, including the quality, originality, and freshness of content, the speed and security of the website, and the directives or instructions given to search engines through the robots.txt file, sitemap, or meta tags. [More information].
• Internal link : An internal link is a link that points from one web page to another web page within the same website. Internal links are beneficial for SEO and user experience, as they help distribute link juice or authority between web pages, improve navigation and website structure, reduce bounce rate, and increase dwell time. [More information].
• Keyword : A keyword is a term or phrase that summarises the topic or purpose of a web page or search query. Keywords are essential for SEO, as they allow users' intent and interest to be connected to the content and offering of a website. To choose the right keywords, a keyword study or analysis must be carried out, taking into account factors such as search volume, competition, relevance and search intent.
• JavaScript - JavaScript is a programming language used to create dynamic and interactive web pages. JavaScript allows you to modify the content, layout, and functionality of a web page based on user actions or preferences, as well as integrate multimedia elements, animations, forms, or applications. JavaScript can improve SEO and user experience, as long as it is used correctly and does not interfere with the crawling, indexing, or performance of a web page.
• JSON-LD (JavaScript Object Notation for Linked Data) : JSON-LD is a standard format used to structure and insert semantic or rich data into a web page using JavaScript code. JSON-LD allows search engines to better understand the content and context of a web page, as well as to display more engaging and detailed results, such as rich snippets. JSON-LD is one of the formats recommended by Google to implement schema.org, which is a common vocabulary for defining the types and properties of semantic data.
• Junk content : Junk content is content that has no value or utility for users or search engines, either because it is irrelevant, inaccurate, incomplete, duplicate, spam, or automatically generated. Junk content can negatively affect SEO and user experience, as it can generate mistrust, dissatisfaction, and penalties from search engines. To avoid junk content, you must create original, useful, and up-to-date content, as well as eliminate or improve obsolete or low-quality content.
• Keyword density : Keyword density is the percentage that represents the frequency with which a keyword appears in the content of a web page in relation to the total number of words. Keyword density is used as a way to measure the relevance and optimization of a web page for a given keyword. However, keyword density is not a determining factor for SEO, as search engines use other, more advanced criteria to evaluate content, such as semantics, intent or quality. In addition, excessive or artificial use of keywords can be considered spam and harm SEO and user experience.
• Keyword research : Keyword research is the process of identifying and analyzing the most appropriate keywords for a website, web page, or marketing campaign. Keyword research aims to understand the needs, interests, and behavior of users when they search on the Internet, as well as the competition and market demand. Keyword research is one of the foundations of SEO, as it allows you to create and optimize the content and structure of a website based on the most relevant and profitable keywords.
• KPI (Key Performance Indicator) : A KPI or key performance indicator is a metric used to measure and evaluate the fulfillment of the objectives and strategies of a website or a marketing campaign. KPIs allow us to know the status, progress and result of the actions carried out, as well as to identify strengths, weaknesses and opportunities for improvement. Some examples of KPIs for SEO are organic traffic, positioning, CTR, conversion rate or ROI.
• Landing page : A landing page is a web page that users arrive at after clicking on a link or advertisement. A landing page aims to capture the attention and interest of users and persuade them to take a desired action, such as purchasing a product, subscribing to a service, downloading a file or filling out a form. A landing page should be attractive, clear and relevant to users, as well as being optimized for SEO and SEM.
• Link building : Link building is the set of techniques and strategies used to obtain backlinks or inbound links from other websites to your website. Link building is one of the most important factors for SEO, as it improves the popularity, authority and trust of your website. However, link building must be done carefully and with quality, avoiding practices such as buying or exchanging links, which can be penalized by search engines.
• Long tail keyword : A long tail keyword is a keyword made up of three or more terms that specify or detail a search. Long tail keywords usually have a lower search volume, but also less competition and a higher conversion intent than generic or short keywords. Long tail keywords are very useful for SEO, as they allow you to better segment users, offer more personalized content tailored to their needs, and attract qualified traffic.
• Meta description : A meta description is an HTML element used to provide a summary of the content and purpose of a web page. The meta description typically appears below the title and URL of a web page in search engine results, as well as in social media or email messages when a link is shared. The meta description is intended to capture the attention and interest of users and motivate them to click on the link. Therefore, it should be attractive, clear and relevant, and contain keywords and a call to action.
• Meta tag : A meta tag is an HTML element used to provide additional information about a web page to search engines and other systems. Meta tags are not visible to users, but they are visible to crawlers or bots that crawl and index web pages. Some examples of meta tags are the title, the meta description, the canonical, the hreflang or the robots. Meta tags are important for SEO, as they help improve the relevance, indexing and positioning of a web page.
• Noindex tag : The noindex tag is an HTML element used to tell search engines not to index a web page or file in their database. The noindex tag is used to prevent duplicate, low-quality, or irrelevant content issues, as well as to protect the privacy or security of a web page or file. The noindex tag can be applied via a meta tag, robots.txt file, or HTTP header.
• Nofollow tag : The nofollow tag is an HTML element used to tell search engines not to follow or transfer authority to an external or internal link. The nofollow tag is used to prevent spam, paid or low-quality links, and to control the flow of link juice or authority between web pages. The nofollow tag can be applied using a meta tag, a rel attribute or an HTTP header. 
• Mobile-friendly : Mobile-friendly is an attribute that indicates that a web page is optimized to be viewed and used from mobile devices, such as smartphones or tablets. Mobile-friendly implies that a web page has a responsive design, which adjusts to the size and orientation of the device's screen, as well as a fast loading speed, easy navigation, and readable and accessible content. Mobile-friendly is essential for SEO and user experience, as it improves satisfaction, traffic, and the performance of a website.
• On-page SEO : On-page SEO is the set of techniques and strategies applied within a website to improve its relevance, quality and positioning in search engine results. On-page SEO involves optimizing the content, design, structure, speed, security and other technical and usability aspects of a website. Some examples of on-page SEO are the use of keywords, meta tags, heading tags, internal links or schema.org.
• Organic traffic : Organic traffic is traffic that comes from natural or unpaid search engine results. Organic traffic is considered one of the most valuable and profitable sources of traffic for a website as it indicates that users find the content relevant and useful for their search queries. Organic traffic is highly dependent on SEO as it improves the visibility and ranking of a website in search engine results.
• Outbound link : An outbound link is a link that points from one web page to another external web page or to another domain. Outbound links are beneficial for SEO and user experience, as they help provide additional information, support claims, cite sources, or recommend quality and trustworthy resources to users. However, outbound links should be moderate and relevant, and it is recommended to use the nofollow attribute to avoid losing authority or being associated with low-quality or spammy websites.
• PageRank : PageRank is an algorithm developed by Google that measures the importance and authority of a website on a scale of 0 to 10, based on the number and quality of the backlinks or incoming links it receives. PageRank is one of the factors that influence the positioning and performance of a website in Google results, although it is not the only one or the most decisive. PageRank is not visible to users, but it can be estimated using external tools.
• Page speed : Page speed is the time it takes for a web page to be fully displayed in the user's browser. Page speed is a key factor for SEO and user experience, as it affects crawling, indexing, positioning, traffic, conversion and user satisfaction. A web page must have an optimal page speed, which is considered to be less than 3 seconds, to prevent users from leaving the website or having a bad impression. Techniques such as compression, minification, caching or lazy loading can be used to improve page speed.
• PPC (Pay Per Click) : PPC or pay per click is an online advertising model that involves paying a set amount each time a user clicks on an advertisement or sponsored link. PPC is primarily used in SEM or search engine marketing, where advertisers bid to appear in search engine results based on keywords they choose. PPC allows you to attract qualified and targeted traffic to a website, as well as accurately measure the return on investment.
• Quality content : Quality content is content that meets the expectations and needs of users and search engines. Quality content is characterized by being original, useful, relevant, up-to-date, complete, accurate, well-structured, well-written and well-designed. Quality content is essential for SEO and user experience, as it improves traffic, positioning, conversion and user loyalty. [More information].
• Query : A query is a term or phrase that a user enters into a search engine's search box to obtain information on a particular topic. A query can consist of one or more keywords, as well as modifiers or filters that specify or restrict the search. Search engines process users' queries and show them the most relevant and appropriate results based on their intentions and preferences. [More information].
• Q&A (Question and Answer) : Q&A is a type of content consisting of a question asked by a user and an answer provided by an expert, professional, or member of an online community. Q&A aims to resolve users' doubts or problems by offering clear, concise, and useful information. Q&A can improve SEO and user experience by increasing organic traffic, building trust and authority, facilitating interaction, and creating valuable content.
• Ranking : Ranking is the order in which web pages appear in search engine results based on their relevance and authority for a given search query. Ranking depends on several factors such as content, links, technical aspects, user experience, or geolocation. Ranking is one of the main goals of SEO as it determines a website's visibility and traffic. The higher the ranking, the more likely users are to click on the link.

SEO and UX: an intimate relationship for success

• Redirect - A redirect is a method used to change the URL of a web page to a different URL, either within the same website or on another website. A redirect can be used for a number of reasons, such as changing the domain, updating content, improving structure, fixing bugs, or avoiding duplicate content. A redirect can be temporary (302) or permanent (301), and must be done correctly to avoid SEO and user experience issues.
• Rich snippet : A rich snippet is a special type of search engine result that displays additional or highlighted information about a web page, such as an image, rating, price, date, or button. A rich snippet aims to provide a better user experience and more information about a web page, as well as increase CTR and organic traffic. To obtain a rich snippet, you must implement schema.org, which is a common vocabulary for defining the types and properties of semantic or rich data.
• SERP (Search Engine Results Page) : The SERP or search engine results page is the page that displays the most relevant and appropriate results for a given search query. The SERP is made up of several elements, such as organic results, paid results, featured snippets, images, videos, maps, news, or FAQs. The SERP can vary depending on the search engine, device, location, language, or user history.
• Title tag : A title tag is an HTML element used to define the title or name of a web page. The title tag usually appears at the top of the browser, in the web page tab, as well as in search engine results, where the title and URL of a web page are displayed. The title tag is intended to capture the attention and interest of users and to describe the content and purpose of a web page. Therefore, it should be unique, clear, relevant, and contain important keywords.
• Traffic : Traffic is the number of visits or visitors that a website or web page receives in a given period of time. Traffic can be classified according to its origin or source, such as organic traffic, paid traffic, direct traffic, referral traffic, or social traffic. Traffic is one of the most important metrics for SEO and online marketing, as it indicates the popularity, audience, and performance of a website or web page.
• TrustRank : TrustRank is an algorithm developed by Yahoo that measures the trust and quality of a website on a scale of 0 to 10, based on proximity and relationship with other trusted and authoritative websites. TrustRank is one of the factors that influence the positioning and performance of a website in search engine results, although it is not the only one or the most determining. TrustRank can be improved by creating original and useful content, obtaining quality backlinks and removing spam or junk content. 
• URL (Uniform Resource Locator) : The URL or uniform resource locator is the unique address and identifier of a resource or item on the Internet, such as a web page, image, video or file. The URL is made up of several elements, such as the protocol, domain, subdomain, directory, name and extension of the resource. The URL is important for SEO and user experience, as it indicates the location, content and structure of a resource, and should be short, clear and descriptive.
• User intent : User intent is the objective or purpose that a user has when making a query in a search engine. User intent can be informative, when the user is looking to learn or find out something; transactional, when the user is looking to buy or hire something; or navigational, when the user is looking to access a specific website. User intent is key for SEO and user experience, as it allows the content and offer of a website to be created and optimized according to the needs and expectations of users.
• UX (User Experience) : UX or user experience is the set of perceptions, emotions and reactions that a user has when interacting with a product, service or website. UX is based on factors such as usability, accessibility, navigability, design, content, speed, security and satisfaction. UX is essential for SEO and online marketing, as it improves loyalty, conversion and the reputation of a website.
• Voice search : Voice search is the method that allows users to make queries in search engines by using their voice instead of typing. Voice search is carried out through devices such as smartphones, tablets, smart speakers or virtual assistants, such as Siri, Alexa or Cortana. Voice search is a growing trend for SEO, as it involves adapting the content and structure of a website to the characteristics and intentions of users who search by voice, which are usually more natural, conversational and specific.
• Video SEO : Video SEO or video SEO is the set of techniques and strategies used to optimize and rank videos in search engines and on video platforms such as YouTube or Vimeo. Video SEO aims to increase the visibility, traffic, and conversion of a website or brand by using videos as a content format. Video SEO involves optimizing the title, description, tags, subtitles, thumbnails, and other elements of videos, as well as creating original, useful, and engaging content for users. 
• White hat SEO : White hat SEO or ethical SEO is the set of techniques and practices used to improve the positioning of a website in search engine results in a legitimate way and in compliance with the rules and guidelines established by search engines. Some examples of white hat SEO are the creation of original and useful content, obtaining natural and quality backlinks, improving the speed and security of the website or optimizing for mobile devices. The benefits of white hat SEO include improving the reputation, trust and satisfaction of users and avoiding penalties or bans by search engines.
• WordPress - WordPress is a content management system (CMS) that allows you to create and manage websites easily and without any technical knowledge. WordPress is one of the most popular and widely used CMS in the world, as it offers a wide variety of options, functionalities and customization to create professional, attractive websites tailored to the needs and preferences of each user. WordPress is SEO friendly, as it allows you to optimize the content, design, speed, security and other technical and quality aspects of a website through the use of plugins, themes or widgets.
• XML sitemap : An XML sitemap is a file that contains a hierarchical, ordered list of all the web pages that make up a website. An XML sitemap is used to help search engines crawl and index a website by telling them which web pages exist, their relative importance, how they are related to each other, and when they are updated. An XML sitemap must be created correctly and submitted to search engines using tools such as Google Search Console or Bing Webmaster Tools.
• Zero-click search : A zero-click search is a search performed on a search engine that does not result in any clicks on the results, either because the user gets the answer directly on the results page or because the user abandons the search without clicking on any links. Zero-click searches have increased in recent years due to the rise of featured snippets, images, videos, maps, news and other elements that show relevant and fast information to users. Zero-click searches pose a challenge for SEO, as they reduce a website's organic traffic and conversion.
• Zombie pages : Zombie pages are web pages that receive no or very little organic traffic over a long period of time. Zombie pages can negatively impact a website's SEO and performance by consuming resources, taking up space, generating duplicate or low-quality content, and decreasing the website's authority and relevance. To prevent zombie pages, a website analysis and audit should be performed, and zombie pages should be removed or improved based on their value and potential.

Written by Moises Hamui Abadi: I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or are looking for other options to profile your ideal client, you will find the solution you need at MHA. Schedule a call.