Advanced SEO Terminology

301 permanent redirect:

A redirect used for resources that have been moved permanently to a new location. Most common type of redirect.

302 temporary redirect:

Tells search engines that the resource has been moved temporarily and the original URL will be reestablished.

404 error:

An error code returned by server indicating that the requested resource does not exist at the specified address (URL) mainly because the resource has been deleted or moved to another URL.

Bounce rate:

The numbers of visitors that view only one page and then leave your website. It is an important parameter to gauge how engaging your content is. It is usually expressed in percentages. Simply put, lesser the bounce rate betters the results.

Broad keywords:

Keywords consisting of 1 or maximum of 2 words. They convey a generic sense and target big markets like food, sports, technology, making money.

Broad match:

In keyword research, it is used to display the total search volume of the keyword and all its variants.

Canonical tag:

Tags that can help fix duplicate content problems on a site by defining what the preferred version of the page is and what the duplicated pages are. Search engines read this tag and know to index the preferred version of the page and not the duplicated versions.

Click through rate:

A measurement of the number of times that a link is clicked when it appears in search engines result pages. While this concept has mostly been used in Paid Advertising it can also be applied to organic search results and therefore to SEO.


A type of code that allows designing complex animation and graphics. The content of Flash animations cannot be read by search engines or be displayed on iOS devices.

Google’s Structured Data Testing Tool:

A Google tool allowing testing information on a webpage that has been marked-up to enable search engines to classify it and display it in search results.

Hierarchical Navigation:

This navigational model goes from general to specific. The home page links to the main categories and each category links to the products in that category. A visitor wanting to see a product page would have to pass through each level of the hierarchy, descending in the navigational structure until he/she would reach the product page level.

Htaccess file:

A configuration file that is used to allow or restrict access to different sections of the site or override certain configuration settings.

Keyword Strategy:

The process of researching, choosing and matching keywords with the content of a website with the purpose of better optimizing the site pages for those keywords.

Landing Page Optimization:

The optimization of specific pages of a website with the purpose of increasing conversion rates (sales or lead generation).


Is a way to label information on a site with the purpose of providing search engines with information that is easier to understand, classify and display in search results.

Multivariate Testing:

Is the process of testing more than one component of a website, it can be used to test the effectiveness of limitless combinations.

Navigational Purposes:

A type of user intent using branded keywords to learn more about a company and/or its products or services.

Navigational Structure:

A concept referring to the organization and hierarchy of a site.

Phrase Match:

Used in keyword research to display the total volume of searches for the phrase in its exact structure but with possible other terms appearing in front or at the end of the key phrase.

Rich Snippets:

Are additional pieces of information that enhance the search listing (product images, author images, product information, reviews, ratings, etc.) and most often improve the CTR (click-through-rate) in organic search results.

Screaming Frog’s Tool:

Is a tool that checks a website for broken links?

Search Algorithm:

Is a mathematical formula used by search engines to rank web results, based on a set of pre-defined factors.

Semantic Search:

Is the process of matching search queries with relevant results by understanding the context of the search (user intent behind the search).

Site Hierarchy:

Is the way the resources of a website are linked together to create the website structure.

Web Usability:

Is the ease of use of a website.

Xenu’s Link Tool:

Is a tool that checks a website for broken links.

Small Business SEO Terminology

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