Absolute Link

A complete URL that contains the domain name and extension of a website - normally used when linking to other sites.


The extent to which a website can easily be accessed by disabled people and also by search engines.

Ad Words

A form of sponsored advertising on Google using pay-per-click ads to generate targeted traffic to your website.

Algorithm (Google’s)

Google’s secret set of criteria that it uses to analyse your website and define its search engine ranking position.

Alt tags

Stings of text that are used to describe website images to the search engines and screen readers.

Anchor text

Text on a web page that contains a hyperlink redirecting you to another page.


A document used to relay information to its readers, and normally distributed and displayed on other related websites in exchange for a link to your site.


Backward link

Link from other relevant websites to your website, for which no return link has to be provided.

Black hat SEO

Unethical methods of search engine optimization.


An online journal used to post thoughts, commentary and news on a particular subject.


The program used to access and view websites. Examples include Internet Explorer, Firefox, Safari and Opera.


Cached page

Google’s stored copy of a web page.


Ad group of Ad Words ad groups in your Google Ad Words PPC account.

Cascading style sheet (CSS)

An external style sheet used to store the structure and formatting of your web pages.


A black-hat SEO technique where website content displayed to a search engine spider is different from the content presented to the users.


The information and data provided on your website in its main body area.

Conversation rate

The percentage of visitors viewing your website who then complete a desired action, e.g. a sale.


The maximum cost per click you will pay when your ad is click you will pay when your ad is clicked on.


The percentage of time your ad is clicked on compared to how often it is shown.



A website displaying a list of other websites that are grouped into specific categories.

Domain name

The name of your website, for example

Doorway page

A page created for spamming search engine indexes with the purpose of redirecting indexes with the purpose of redirecting you to another page when a particular search phrase is used.


A program used to design and edit pages.

Dynamic website

A site where the content is created dynamically from a database instead of being stored in static web pages.


External links

External links to other websites from your own website.



Technology that uses a free plug in to allow your browser to display animations and Flash movies as you navigate the web.


Used to collect information from your visitors then sent to a specified predetermined location.


A facility on the internet used to hold discussion and post information regarding a specific topic.


Frames outdated technology used to create websites.


Google Product Search

A product search engine that displays photographs of products for sale related to your specific search query.


A logging system that allows people visiting your website to leave a public comment.


Header tags

Used to format the text sizing on web pages to help and structure and outline the main section headings.

Home page

The main page on your website, also known as the index or default page.

Hosting provider

A company that provides space on its server to enable you to make your website accessible to all on the World Wide Web.

HTML Hyperlink

Part of a web page that when clicked on will display a different page, the address of which is specified in the link.


Internal links

Links that are placed on a website and used to navigate around it.



The words and search phrases targeted when optimizing your website.


Landing page

The specific page your visitors are directed to after clicking your website.

Latent semantic indexing

Technology used to determine words that are related, to helping build relevance.

Link farm

A large number of websites that all link to each other for the purpose of spamming the search engines.


Meta description

Meta description you have provided in your website to be shown in the search engines.

Meta tags

The tags you have used to describe your website to search engines.

Meta title

The tag shown in the search engine ad to describe your website and which is also shown at the top of the page.


Natural listings

Search results in Google where the free “organic” search results are displayed.


Off-the-page optimization

The optimization of backward links of what other websites are saying about your site.

Online competition

The top listed websites for chosen keywords.

On-the-page optimization of your website’s content and structure.

Organic search

See Natural listings.


Page Rank

A score that Google give you web page depending on the quantity and quality of your inward links.

PPC (sponsored listing)

Pay per click: the area in Google used to display paid listings.


Reciprocal link

A link offered to another website on the understanding that your site will receive one in return.


When one web page is set up to direct its visitors straight to another page.

Relative link

A link that takes visitors to a different page within the same website. Relative links do not contain complete URLs.

Resource page

A page where you will place related links to other relevant websites.



The effects seen with new websites in Google’s search results.

Screen readers

A program that presents web content to visitors who cannot see it.


Search engine optimization, the process of optimizing your website to appear in a better position within the natural search engine listings.

Search engine spider

The robot that Google sends out to crawl the web by going from website to website via links.


The place where your website is store online and to which you will upload your changes.


A page on your website that includes a list of all your pages, to enable good navigation.

Site submission

The submission of your website to the search engines.

Source code

The code used to create your website, which is also analysed by the search engines.


Any technique used to falsely improve a website’s position in the search engine listings.

Split testing

The testing of ads of landing pages against each other to increase efficiency.

Static website

A website that is updated manually via the use of software of HTML.


Toot folder

The main folder on your web server. This will be where your home page is located.


The numbers of visitors and search engine spiders of reaching your website over a given amount of time.

Typo spam

The use of misspelt keywords and/or domain names to canvass lost traffic.



Uniform resources locator. The address of a page on a website that identifies it on the World Wide Web.



The process of ensuring that a website conforms to the rules and guidelines laid out to ensure its accessibility to disabled visitors.



The World Wide Web Consortium where rules and guidelines for accessibility are agreed.


Software used to help analyse and optimize your website and check your rankings.

Website structure

The layout and structure of your website’s pages, files and folders.

Website theme

The main focus of your website’s content.

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