If you’ve ever dipped your toes into the world of digital marketing, you’ve likely come across the term SEO, short for Search Engine Optimisation. But with so many acronyms, phrases, and technical terms flying around, understanding SEO can feel like learning a new language.
In this article, we’ll break down the most common SEO terms used in digital marketing, explain what they mean, why they matter, and how they fit into your online marketing strategy. For a new website owner, a marketing student, or a professional looking to brush up on SEO knowledge, this glossary-style article is here to make SEO simple and approachable.
What Is SEO?
SEO (Search Engine Optimisation) is the process of improving your website’s visibility on search engines like Google, Bing, and Yahoo. The goal is to attract organic (non-paid) traffic by ensuring your site ranks higher for relevant search terms.
SEO is one of the cornerstones of digital marketing, alongside paid advertising (PPC), social media, and content marketing.
Common SEO Terms Explained
Here are some of the most common SEO terms explained that you’ll encounter, and what they actually mean.
- Keywords
Keywords are the words or phrases that people type into search engines when looking for information, products, or services.
For example, if you run a bakery in London, a relevant keyword might be “best cupcakes in London.”
Short-tail keywords: Broad terms like “cupcakes” — high volume but competitive.
Long-tail keywords: More specific phrases like “gluten-free cupcakes in London” — less traffic but higher conversion rates.
Tip: Use tools like Google Keyword Planner or Ahrefs to find relevant keywords for your content.
- SERP (Search Engine Results Page)
The SERP is the page you see after typing a query into a search engine. It contains organic results, paid ads, featured snippets, and other features like maps or “People Also Ask” boxes. Your SEO efforts aim to get your website to appear as high as possible on the SERP.
- Organic Traffic
Organic traffic refers to visitors who find your website through unpaid search results. Unlike paid ads, organic traffic is earned through good SEO practices such as quality content, backlinks, and optimised pages.
- On-Page SEO
On-page SEO focuses on optimising the elements on your website itself to improve rankings.
This includes:
Page titles and meta descriptions
Header tags (H1, H2, H3)
Keyword usage
Internal linking
Image alt text
Page speed and mobile-friendliness
It’s about making sure your site is easy to understand for both search engines and users.
- Off-Page SEO
Off-page SEO refers to activities done outside your website to boost its authority and ranking. The most important aspect is link building — getting other reputable websites to link back to yours. Other off-page signals include brand mentions, social media engagement, and online reviews.
- Backlinks
A backlink is a link from another website that points to your site. Backlinks act as “votes of confidence” in Google’s eyes. High-quality backlinks from trusted sites (like BBC or The Guardian) can greatly improve your authority. Low-quality backlinks from spammy sites can harm your rankings.
- Domain Authority (DA)
Domain Authority is a score (from 1 to 100) created by Moz aimed at predicting how a website is likely to rank in search results. The higher your DA, the better your chances of ranking for competitive keywords. DA increases through high-quality content, backlinks, and consistent site performance.
- Meta Tags
Meta tags are snippets of code in your webpage’s HTML that describe your content to search engines.
Meta title: Appears as the clickable headline on search results.
Meta description: A short summary beneath the title.
Well-written meta tags can boost your click-through rate (CTR) and improve visibility.
- Anchor Text
Anchor text is the visible, clickable text in a hyperlink.
For example: Read our SEO Services Guide.
Using relevant, keyword-rich anchor text helps search engines understand the context of linked pages.
- Alt Text
Alt text (alternative text) clarifies the content of an image posted on your website. It’s used by search engines to understand images and by screen readers for accessibility.
It’s a small detail that can improve both your SEO and user experience.
- 1 Bounce Rate
Your bounce rate measures the percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that users didn’t find what they were looking for, or your page wasn’t engaging enough. Improving your content quality and website usability can help reduce it.
- CTR (Click-Through Rate)
CTR is the percentage of users who click on your website after seeing it in search results.
For example, if 100 people see your page in Google results and 10 click it, your CTR is 10%.
A compelling title and meta description can help improve your CTR.
- Crawling and Indexing
Crawling: Search engines use “bots” or “spiders” to explore and read your website.
Indexing: After crawling, pages that meet Google’s criteria are added to its database (the “index”), making them eligible to appear in search results. If your site isn’t indexed, it won’t show up on Google — no matter how good your content is.
- Sitemap
A sitemap is a special file containing a list of all the important pages found on your site, to help search engines index your content efficiently. Think of it as a roadmap for Google to understand your website’s structure.
- Robots.txt
A robots.txt file tells search engine bots which parts of your website they can and cannot access. It’s useful for keeping certain pages (like admin areas or duplicate content) out of search results.
- Canonical URL
A canonical URL helps prevent duplicate content issues by indicating the “main” version of a page when multiple URLs have similar content. For instance, example.com/page and example.com/page?ref=home might show the same content — canonical tags tell Google which version to prioritise.
- Mobile Optimisation
With most searches now coming from mobile devices, mobile optimisation is crucial. Your website should load quickly, look good on smaller screens, and be easy to navigate. Google’s “mobile-first indexing” means it prioritises mobile-friendly sites in search results.
- Page Speed
Page speed refers to how quickly your webpage loads. Slow sites frustrate users and can lead to lower rankings. You can test your site’s speed using tools like Google PageSpeed Insights and improve it by compressing images, reducing plugins, and enabling caching.
- Schema Markup
Schema markup is structured data added to your website’s code to help search engines better understand your content.
It can enhance your listing with rich snippets — such as star ratings, FAQs, or event details — which can improve your visibility and CTR.
- Local SEO
Local SEO is meant to help businesses show up in searches with local intent, such as “coffee shop near me.” This includes optimising your Google Business Profile, building local citations, and earning reviews to improve visibility in map packs and regional searches.
Why Understanding SEO Terms Matters
Knowing these common SEO terms gives you a clearer understanding of how search engines work — and how to make your business stand out online.
When you understand the language of SEO, you can:
Communicate more effectively with digital marketing professionals
Create better-optimised content for your website
Analyse reports and performance metrics with confidence
Make informed decisions about your marketing strategy
Final Thoughts
Mastering SEO takes time, but understanding the terminology is the first step. The digital marketing landscape continues to evolve, but these common SEO terms remain the foundation of a strong online presence. For people managing their own website or working with an agency, having a solid grasp of SEO basics will help you make smarter decisions to grow your online visibility.
Caroline is doing her graduation in IT from the University of South California but keens to work as a freelance blogger. She loves to write on the latest information about IoT, technology, and business. She has innovative ideas and shares her experience with her readers.
