SEO GLOSSARY: SEO TERMS EVERY BUSINESS SHOULD KNOW

Ever sat in a marketing meeting, either internally or with a Search Engine Optimisation agency, where people keep throwing out SEO terms you have never heard before?

Someone starts talking about backlinks, crawlability, canonical tags, and domain authority, while you sit there wondering whether everybody else genuinely understands what is being said or whether they are simply better at pretending.

You are not alone.

Search engine optimisation is full of technical language, abbreviations, and industry jargon. For people who work in SEO every day, these terms quickly become second nature. For business owners and marketing teams who only encounter them occasionally, however, the terminology can make SEO seem far more complicated and inaccessible than it really is.

The reality is that there are hundreds of SEO terms, acronyms, and technical phrases used across the industry. Some describe fundamental parts of how search engines work, while others relate to highly specialised areas that most businesses will rarely need to think about.

Trying to learn every possible term would probably create more confusion than clarity. Instead, this SEO glossary focuses on the terminology you are most likely to encounter when discussing your website, reading an SEO report or working with a digital marketing agency.

These definitions will not turn you into an SEO specialist overnight, but they should give you enough knowledge to understand the conversation, ask better questions, and make more informed decisions about your website.

ON-PAGE SEO TERMS

On-page SEO refers to the work carried out directly on the pages of your website. This includes your written content, headings, page titles, images, links and the way information is structured.

ANCHOR TEXT

Anchor text is the clickable wording used within a link. For example, a link saying “learn more about our SEO services” uses that phrase as its anchor text.

Descriptive anchor text helps users understand where a link will take them and gives search engines additional context about the destination page. It is normally more useful than vague wording such as “click here”.

ALT TEXT

Alt text, short for alternative text, is a written description added to an image.

Its primary purpose is accessibility, allowing screen readers to describe images to visually impaired users. Alt text can also help search engines understand what an image represents, particularly when the description is accurate and relevant to the page.

CONTENT OPTIMISATION

Content optimisation is the process of improving a page so that it serves users effectively and has a stronger chance of appearing in search results.

This may include improving the structure, answering additional questions, naturally incorporating relevant keywords, adding internal links and making the content easier to read. It should not involve repeating keywords unnaturally simply to manipulate rankings.

DUPLICATE CONTENT

Duplicate content is identical or substantially similar content appearing across more than one webpage.

This can exist within the same website or across different websites. Duplicate content does not automatically result in a penalty, but it can make it harder for search engines to decide which version should appear in search results. This self-competition can also be known as Keyword Cannibalisation.

FEATURED SNIPPET

A featured snippet is a highlighted answer that can appear near the top of Google’s search results.

It may take the form of a paragraph, list, table or series of steps. Search engines usually extract the answer from a webpage they consider particularly useful and relevant to the search query.

HEADER TAGS

Header tags are the HTML headings used to organise the content on a webpage. They run from H1 through to H6.

The H1 is normally the main page heading, while H2 and H3 tags divide the content into sections and subsections. A clear heading structure helps readers scan the page and makes its hierarchy easier for search engines to understand.

INTERNAL LINK

An internal link connects one page of a website to another page on the same website.

Internal linking helps visitors discover related information and navigate through the site. It also helps search engines find pages and understand the relationships between different pieces of content.

For example, if this blog were to focus on video production agencies, I would internal link as seen, which would help Google understand what both pieces of content are about.

KEYWORD

A keyword is a word or phrase that reflects what somebody is searching for online.

For example, a company offering video production in Norfolk might target phrases such as “video production Norfolk” or “corporate video company”. Keywords help shape content, but they should be used naturally rather than forced into every available sentence.

KEYWORD DENSITY

Keyword density refers to the percentage of a page’s text made up by a particular keyword.

It was once treated as an important SEO measurement, but there is no ideal percentage that guarantees stronger rankings. Modern SEO focuses much more heavily on relevance, quality and search intent than on repeating a phrase a certain number of times.

KEYWORD STUFFING

Keyword stuffing is the excessive and unnatural repetition of keywords in an attempt to influence search rankings.

It usually creates a poor reading experience and may make content appear manipulative or untrustworthy. Search engines are increasingly capable of recognising language and context, so forced repetition is neither necessary nor advisable.

LONG-TAIL KEYWORD

A long-tail keyword is a longer and more specific search phrase.

For example, “video production” is broad, while “corporate video production company in Norwich” is more specific. Long-tail terms often have lower search volumes but can attract users with a clearer need and stronger intention to take action.

META DESCRIPTION

A meta description is a short summary of a webpage that may appear underneath its title in search results.

Although it is not generally considered a direct ranking factor, a strong meta description can encourage more users to click. It should accurately describe the page and give the searcher a reason to visit it.

PAGE TITLE

The page title, also called the title tag, is the HTML title assigned to a webpage.

It commonly appears as the large clickable heading in search results and in the browser tab. A useful page title should describe the content clearly, include relevant terminology, and remain readable rather than being overloaded with keywords.

SEARCH INTENT

Search intent describes what a user is trying to achieve when they enter a search query.

They may be looking for information, comparing options, trying to reach a particular website or preparing to buy something. Effective SEO content should match that underlying purpose rather than merely including the same words used in the search.

SEMANTIC SEO

Semantic SEO involves creating content around the wider meaning and context of a subject, rather than concentrating on one exact keyword.

A detailed page about website design might naturally discuss user experience, mobile responsiveness, content management systems and conversion rates. Covering related concepts helps demonstrate that the page genuinely addresses the topic.

TITLE TAG

A title tag is the HTML element that defines the title of a webpage.

It is effectively the same as the page title and often appears in search results. It should clearly explain what the page contains while remaining concise enough to display properly across different devices.

URL SLUG

A URL slug is the part of a web address that identifies a specific page.

In treefrog.uk.com/seo-agency-norfolk, the slug is seo-agency-norfolk. Good slugs are usually short, descriptive, and easy to understand. They should avoid unnecessary numbers, random characters or excessively long strings of words.

If you’re having a company site created by an external website design agency then some of these search engine optimisations may be done automatically for you, but not always. If you’re looking for SEO support, it’s always best to discuss this with the agency first to find out if this is something they offer and if so, how much it will affect the cost.

OFF-PAGE SEO TERMS

Off-page SEO refers to activity outside your website that can affect its visibility and perceived authority. It is most commonly associated with backlinks, online mentions, digital PR, and reputation.

BACKLINK

A backlink is a link from another website to your website.

Search engines can treat relevant, trustworthy backlinks as signals that your content is valuable. However, the quality of a link is usually far more important than the overall quantity.

For example, if I linked this article to Semrush, they would benefit as Treefrog is a valid, reputable source, and this article speaks about a topic related to their services in SEO.

BROKEN LINK BUILDING

Broken link building is a technique that involves finding links on other websites that no longer work and suggesting a relevant replacement from your own site.

It can provide genuine value by helping the website owner repair a poor user experience. However, it only works when the suggested replacement is genuinely useful and relevant.

CITATION

In local SEO, a citation is an online reference to a business’s name, address, and phone number.

Citations often appear in business directories, local websites, and review platforms. Consistent information across these sources can help search engines verify that a business exists and operates in a particular location.

DIGITAL PR

Digital PR uses newsworthy stories, research, expert commentary and creative campaigns to earn coverage and links from online publications.

Unlike simply purchasing links, digital PR aims to generate genuine attention and editorial interest. It can support SEO while also increasing brand awareness and credibility.

DOMAIN AUTHORITY

Domain Authority is a third-party metric developed to estimate how likely a website is to rank in search results.

It is not a score used directly by Google. SEO platforms calculate similar authority metrics using their own methods, usually based heavily on backlink data. The score can be useful for comparison, but it should never be treated as a definitive measure of performance.

LINK BUILDING

Link building is the process of earning or acquiring backlinks from other websites.

Effective link building may involve producing useful resources, developing relationships, contributing expert insights, or running digital PR campaigns. Buying large volumes of low-quality links can be ineffective and may create unnecessary risk.

For example, if Treefrog were to send some of our findings from our recent survey, The Norfolk Marketing Report 2026, to journalists, publications, or content writers, then this could be seen as a link-building campaign, aimed at growing Treefrog’s site users and Search Engine Results Page (SERP) visibility.

LINK EQUITY

Link equity, sometimes informally called link juice, describes the authority or value that may pass from one webpage to another through a link.

Not every link passes the same value. Factors such as the authority of the linking page, its relevance and the position of the link can all influence its significance.

NOFOLLOW LINK

A nofollow link contains an attribute that tells search engines not to treat the link as a standard endorsement.

Search engines may still discover and interpret these links, but they are generally handled differently from ordinary followed links. Nofollow attributes are commonly used for sponsored, advertising or user-generated links.

REFERRING DOMAIN

A referring domain is a website that links to your website.

A single domain may provide multiple backlinks, but it still counts as one referring domain. In many situations, links from a varied collection of credible domains are more valuable than a large number of links from one source.

TOXIC BACKLINK

A toxic backlink is a term often used by SEO tools to describe a potentially low-quality or suspicious link.

However, automated tools can misclassify perfectly harmless links. A backlink should not automatically be removed simply because a platform labels it toxic; its relevance, origin and context should be reviewed properly first.

TECHNICAL SEO TERMS

Technical SEO focuses on whether search engines can access, understand, process and index a website. It also covers areas such as performance, mobile usability, security and website structure.

301 REDIRECT

A 301 redirect permanently sends users and search engines from one URL to another.

It is commonly used when a page has been moved, replaced or consolidated. Setting up the redirect helps visitors reach the correct destination and can preserve much of the SEO value associated with the original URL.

404 ERROR

A 404 error appears when somebody tries to access a webpage that cannot be found.

This may happen because the page has been removed, the URL has changed or a link contains a mistake. Occasional 404 pages are normal, but important missing pages should usually be redirected or restored.

CANONICAL TAG

A canonical tag tells search engines which version of a page should be treated as the preferred version when similar or duplicate URLs exist.

For example, the same product might be accessible through multiple filtered URLs. A canonical tag helps consolidate signals around the main version rather than allowing the alternatives to compete unnecessarily.

CORE WEB VITALS

Core Web Vitals are performance measurements used to assess aspects of a webpage’s user experience.

They consider factors such as loading speed, visual stability and how quickly the page responds to interaction. They are useful indicators, although strong technical scores alone will not compensate for irrelevant or poor-quality content.

CRAWLING

Crawling is the process search engines use to discover webpages.

Automated programs, often called crawlers or bots, follow links and examine website content. A page generally needs to be crawled before a search engine can assess whether it should be added to its index.

CRAWL BUDGET

Crawl budget broadly refers to the amount of time and resources a search engine is willing to spend crawling a website.

It is primarily a concern for very large or technically complex websites. Most smaller business websites do not need to obsess over crawl budget unless poor structure or large numbers of unnecessary URLs are causing problems.

CRAWLER

A crawler is an automated program that visits and processes webpages.

Search engines use crawlers to discover content and collect information. SEO platforms also use their own crawlers to audit websites and identify issues such as missing titles, broken links and duplicate content.

INDEXING

Indexing is the process through which a search engine stores and organises information about a webpage.

A page that has been crawled is not necessarily indexed. Search engines may choose not to index pages they consider duplicated, inaccessible, low value or unsuitable for search results.

JAVASCRIPT

JavaScript is a programming language commonly used to add interactive features and dynamic content to websites.

Search engines can process JavaScript, but complicated implementation can sometimes delay or obstruct content discovery. Technical SEO reviews often check whether important information and links remain accessible to crawlers.

MOBILE-FIRST INDEXING

Mobile-first indexing means search engines primarily assess the mobile version of a website when processing and ranking its content.

This reflects the fact that a significant proportion of searches take place on mobile devices. A website should therefore provide the same essential content and functionality across desktop and mobile.

NOINDEX TAG

A noindex tag instructs search engines not to include a page in their search results.

It can be useful for internal search pages, private resources or low-value utility pages. However, applying it accidentally to an important service page can remove that page from search visibility.

ROBOTS.TXT

A robots.txt file provides instructions about which parts of a website automated crawlers may access.

It can help manage crawling, but it is not a reliable method of keeping confidential information private. A blocked URL may still be known to search engines even if they are prevented from crawling its contents.

SCHEMA MARKUP

Schema markup is structured data added to a webpage to help search engines interpret specific information.

It can identify content such as products, events, organisations, reviews, recipes and frequently asked questions. Eligible structured data may also allow search engines to display enhanced search features, although these are never guaranteed.

SITEMAP

A sitemap is a file containing a structured list of important URLs on a website.

XML sitemaps help search engines discover pages, particularly on large or newly launched websites. Submitting a sitemap does not guarantee indexing, but it makes the site’s intended structure clearer.

SITE SPEED

Site speed refers to how quickly a website and its individual pages load and become usable.

Slow pages can frustrate visitors, increase abandonment and reduce conversions. Improving image sizes, scripts, hosting and page construction can all contribute to better performance.

SSL CERTIFICATE

An SSL certificate enables an encrypted connection between a website and its visitors.

Websites using SSL generally display https at the beginning of their URLs. Security is essential for protecting information, building trust and avoiding browser warnings.

LOCAL SEO TERMS

Local SEO helps businesses appear in searches connected to a particular town, city, region or service area.

GOOGLE BUSINESS PROFILE

A Google Business Profile is the business listing that can appear across Google Search and Google Maps.

It can display information including opening hours, contact details, photographs, services and customer reviews. Maintaining an accurate and complete profile is one of the most important elements of local SEO.

LOCAL PACK

The local pack is the group of map-based business listings that appears for many location-focused searches.

For example, a search for “marketing agency near me” may display several nearby agencies alongside a map. Visibility is influenced by factors including relevance, location and the prominence of the business.

NAP

NAP stands for name, address and phone number.

Keeping these details consistent across a website, Google Business Profile and reputable directories can help search engines verify the business. Inconsistencies can also confuse potential customers.

REVIEWS

Reviews are public customer ratings and comments left on platforms such as Google.

They can influence trust, conversion rates and local search visibility. Businesses should encourage genuine feedback and respond professionally rather than attempting to manufacture or purchase reviews.

SERVICE AREA

A service area defines the geographical locations in which a business works or serves customers.

This is particularly relevant for companies that travel to customers rather than operating from a public-facing premises. Local content can be used to explain genuine coverage, but creating large numbers of thin, nearly identical location pages should be avoided.

AI SEO TERMS

Artificial intelligence is changing how search engines present information and how people discover content. It has also introduced another collection of terminology for businesses and marketers to understand.

AI OVERVIEW

An AI Overview is an AI-generated summary that may appear within search results.

It draws together information relevant to a query and may cite supporting webpages. The format can reduce the need for users to click through to individual sites, making clear expertise and authoritative content increasingly important.

ANSWER ENGINE OPTIMISATION

Answer engine optimisation, often shortened to AEO, involves structuring content so that it can be easily understood and used to answer specific questions.

This can include concise explanations, logical headings, strong factual support and clear context. It applies to traditional search features as well as AI-powered search systems.

GENERATIVE ENGINE OPTIMISATION

Generative engine optimisation, or GEO, describes efforts to increase a brand’s visibility within answers generated by AI systems.

The discipline is still developing, but it generally emphasises authoritative information, clear brand associations, credible citations and content that can be interpreted without ambiguity.

LARGE LANGUAGE MODEL

A large language model, commonly abbreviated to LLM, is a type of AI trained on large amounts of text data.

These models identify patterns in language and generate responses to users’ prompts. They power many conversational AI systems and are increasingly integrated into search and research tools.

ZERO-CLICK SEARCH

A zero-click search occurs when a user gets the information they need directly from the results page without visiting a website.

Featured snippets, maps, knowledge panels, and AI-generated summaries can all contribute to zero-click behaviour. This means visibility and brand recognition can sometimes provide value even when a search does not produce a website visit.

For more information on AIO/GEO read our blog on what AI SEO is and why it’s important.

MISCELLANEOUS SEO TERMS

Some important SEO terms do not sit neatly within a single category but still appear regularly in strategies, audits and reports.

BOUNCE RATE

Bounce rate measures the proportion of sessions in which a user views a page without triggering another meaningful interaction.

A high bounce rate is not automatically bad. Someone may visit a contact page, find a telephone number and leave because the page successfully answered their question. The metric must always be interpreted within context.

CLICK-THROUGH RATE

Click-through rate, or CTR, measures the percentage of people who click a result after seeing it.

In organic search, this can help indicate whether a page title and description appeal to searchers. However, rankings, search features and the type of query can all affect the rate.

CONVERSION

A conversion occurs when a visitor completes an action that matters to the business.

Examples include submitting a form, making a purchase, calling the company or downloading a guide. SEO performance should ultimately be connected to meaningful outcomes rather than measured through rankings alone.

IMPRESSIONS

An impression is recorded when a webpage appears in a set of search results.

Impressions indicate visibility, not visits. A page can generate many impressions while receiving few clicks, particularly if it ranks low down the results or appears for searches that are not highly relevant.

ORGANIC TRAFFIC

Organic traffic refers to visits generated through unpaid search results.

It excludes users arriving through paid advertising. Increasing organic traffic can be valuable, but the relevance and commercial value of that traffic matter more than the total number of visits.

RANKING

A ranking is the position in which a webpage appears for a particular search query.

Rankings can vary according to location, device, language, personalisation and changes in search results. Rather than concentrating entirely on one position, businesses should look at wider trends across relevant searches.

SEARCH ENGINE RESULTS PAGE

A search engine results page, usually shortened to SERP, is the page shown after somebody carries out a search.

It may contain standard website listings, adverts, maps, images, videos, featured snippets, product results and AI-generated content. Different searches can produce very different SERP layouts.

SEARCH VOLUME

Search volume estimates how often a keyword is searched within a particular period, usually a month.

The figures provided by SEO platforms are estimates rather than exact counts. A lower-volume keyword may still be commercially valuable when it closely matches a service and attracts the right type of user.

SEO AUDIT

An SEO audit is a structured review of a website’s search performance and potential problems.

It may examine technical issues, content quality, metadata, internal links, backlinks, local visibility and analytics. A useful audit should prioritise actions based on likely impact rather than simply producing a long list of automated warnings.

UNDERSTANDING SEO DOES NOT NEED TO BE COMPLICATED

SEO can appear confusing because it brings together content writing, website development, data analysis, user experience and digital PR. Each area has developed its own terminology, and it is easy for agencies and specialists to forget that many of these phrases mean very little outside the industry.

However, the principles behind most SEO activity are relatively straightforward.

Search engines want to connect users with pages that are relevant, useful, accessible and trustworthy. Businesses therefore need websites that clearly explain what they offer, answer the questions their audiences are asking and provide a good experience across different devices.

You do not need to memorise every term in this SEO glossary before discussing a campaign or reviewing your website. You simply need enough understanding to recognise what is being proposed, why it matters and how it connects to your wider business goals.

There are hundreds of other SEO definitions that could have been included, and the terminology will continue to evolve as search engines and AI platforms change. Nevertheless, the terms covered here should be more than enough to get you going.

CONTACT TREEFROG FOR SEO SUPPORT & GUIDANCE

At Treefrog, we believe good SEO should make your business easier to find, not make marketing harder to understand. Whether you need support with your website content, technical performance, local visibility or wider digital strategy, our team can help you identify the opportunities that genuinely matter and turn them into a practical plan.

Even if you just need a little free advice on your business’s SEO plan, or an audit of your current setup, then feel free to reach out; we’re always happy to help.

Contact us here.
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