Part3: Basic SEO terms

Whenever you come across an article about SEO, there are certain terms that don’t make sense at all. So I am going to define and explain all of them.

Alt text:

Text used to identify images and videos because most search engines can’t recognize images or videos.


Short for Google Authorship, allows authors to have their picture appear next to search results. Builds trust among the visitors and improves ranking.

Back links:

Links pointing to your website from other websites like social media sites, article directories and social bookmarking sites. They are important not because of the direct traffic they generate but also due to their importance in the determination of the popularity of your website.

Black hat SEO:

Using automated websites or softwares for submitting your website to thousands of social bookmarking sites. The use of software to generate lots of articles for submission to article directories or the use of software for getting 1000s of low quality back links or even asking people to visit your site and click ads are all black hat SEO techniques.


Automated programs used by search engines for crawling the web pages all over the web, indexing them and searching the indexed pages to find the relevant webpage against a keyword.


Whatever you write in your blog/site in the form of text is your content. Images and videos are also content but search engine bots don’t recognize them. You need the alt text for search engines to index images and videos.

Content management system:

A complex platform that allows for a website to be built and edited in an easy to use interface, with no code knowledge.

Country code top level domain

A top level domain established for countries or territories (e.g. .us for America, .pk for Pakistan).


The process in which search engine crawlers look for a webpage on the internet.


A type of code that allows the editing of a page design by web designers.

Direct traffic:

People visiting your website by entering the domain name in the address bar of the browser.

Domain name:

The internet address of a website in a human readable form.


An open source content management system.

Duplicate content:

Content that has been reused on more pages/websites either intentionally or unintentionally.

Dynamic URLs:

URLs that change with respect to user id or other info. For example if you login to your Facebook profile you will have a different URL displayed in address bar whereas it will be different for others logging into their profiles.

Exact Match:

Used in keyword research to display the total volume of searches for that exact keyword.

Google analytics tracking:

A code used to track traffic to a web property.

Google webmaster tools:

A Google Tool allowing indexing status of a website and optimize its visibility.


Heading tags (H1, H2, H3, H4, H5, and H6) are elements to define the headings/titles and subheadings or subtitles of a webpage’s content.


Is a markup language used for structuring and presenting content on the World Wide Web, used especially for its compatibility across most browsers including iOS.


A reference to data that a web user can follow by clicking on it.

In bound links:

Links coming to your website from other websites. It is more technical term for back links.

 Indexable Content:

Web content that can be indexed by search engines (e.g. text, alt tags etc).


The process of storing all or part of webpage in the secondary storage of search engine’s data center.

 Information Purposes:

A type of user intent with the purpose of finding information about a company, type of product or service.

 Internal Linking Structure:

Is the linking of pages within a site and is closely linked to the navigational structure concept, impacting on the ranking in search results and on the performance of the website (e.g. average time on site/page, bounce rate, etc.).

Internal Linking:

Is the process of creating internal links; links from one page of a website linking to another page on the same website are internal links.


In the SEO context, a keyword is a word or phrase describing the content of a page. Keywords help

Search engines understand what the page is about, and match the search query with the results.

Keyword placement:

Keywords may appear in post title, blog title, post URL or anywhere in the post. The more prominent keywords are, the better it is from SEO point of view. Keywords in URL and title are prominent than the ones in paragraphs.

Keyword density:

Number of times your chosen keyword appears in your blog post per 100 words of post.

Keyword density= (number of times keyword appears/total number of words in post)*100

3-4% is the best keyword density.

Keyword Prominence:

Is the prominent placement of keywords in a web page, in the page header, Meta tags, opening paragraph, etc?

Keyword research:

is the process of determining the terms/keywords used by web users in search engines with the end objective of using these keywords for a web property/type of content either for Search Engine Optimization (SEO) or for Paid Advertising Campaigns; depending on its use for SEO or Paid Advertising, the process uses factors like keyword search volume, type and level of competition or estimated cost per click to assess the best match.

Meta description:

Meta description is what results appear in the search when a person inserts the relevant keyword in search engine. You can use WordPress plugins like “All in one SEO” which allow you to set custom Meta description for each post.

Meta tags:

Tags are basically keywords which help search engines better categorize your content.

Mobile friendly site:

A website with content that is displayed in a manner that is easy to read on mobile devices (smartphones and tablets).

Mobile Searches:

Queries done using mobile devices.

Mobile Traffic:

Traffic coming from a mobile device (smart phones and tablets, sometimes only including smart phone traffic)

Off page SEO:

High quality back links built in a natural way, link diversity and relevancy make up off-page SEO.

On page SEO:

Original and quality content, proper internal links, well built sitemap and proper keyword placement constitute on page SEO.

Organic / Natural Results:

Free listings on search engines that appear because of their relevance to the query performed.

Organic traffic:

People referred to your website by search engines. You need the maximum amount of organic traffic because it is the ultimate goal of SEO.

Out bound links:

Links pointing to other websites from your website. Contrary to a common misconception, it’s actually good to have some links pointing to other websites but make sure they are no-follow so that bots are not stranded while indexing your site.

Page Rank:

A figure of merit to measure your website score as seen by Google. It ranges from 0 to 10 with 10 being the best. It’s one of the 200 factors used for ranking search results.

Pages per visit:

A metric displaying the average number of pages viewed per visit of a site.


Whenever you first post an article on your site, it is identified by a unique URL over the web which is called permalink; it’s kind of short for “permanent link” and that right because it is permanent after that. Although you can change it but it is not a good practice after your site has been indexed because it will result into a “page not found” error.

It is also good to have post title in permalink.

Example of a bad permalink:

Example of a good permalink:

Primary Keywords:

Primary keywords define the principal terms used to describe the business, its services and products, terms used throughout the website for search engine optimization purposes.


The position obtained by a site/page in search engine result pages or SERPs. While rankings used to be rather static in the past, this is no longer true and rankings are most often personalized to the user query, the intent, the location of the user, etc.

Search Engine Optimization (SEO):

Is the process of optimizing a site for search engines with the purpose of affecting both the visibility in search engine result pages and the organic / non-paid traffic.

Search Engine Result Pages (SERPs):

Result pages displayed by search engines when a query has been done by a web user.

Search Engine Robots:

A robot or spider is a program run by search engines to index the content of websites.

Secondary Keywords:

in this course, secondary keywords describe the terms related to the secondary level activities, products and services defining the company that are less important than primary keywords but still important for the category level pages.

SEO Friendly URLs:

An URL readable by both humans and search engine spiders, using a clear and easy to understand structure and only alphanumeric characters (letters and numbers).


A guide map for search engines about the structure of your website.

Site-Wide Navigation:

Is a type of navigation focused on interconnecting most if not all pages of a website and usually used for smaller website.

Static URLs:

URLs that never change. URLs of blog posts are mostly static.


A directory/folder located at the root directory or in another directory or folder (e.g. – “example” is a subdirectory)

Sub domain:

A domain that is part of a larger domain (e.g. where “test” is a sub domain).

Title Tag (Page Title):

One of the most important on-page elements used in the search engine optimization process, is the text displayed in the browser title bar and the first line of text displayed in search results for any given web result.


People visiting your website are traffic to your website.


URL, or Uniform Resource Locator, is a text string used to identify a resource on a website. A resource can be anything from a web page, an image or document.

Visit duration:

A metric displaying the total duration of all visits divided by the number of visits.

Web Analytics:

Is the process of measuring, collecting, analyzing and reporting on the website data with the purpose of improving the website performance.

White hat SEO:

Taking the slow but right track to proper SEO, using original content, naturally built back links and ranking your website for organic search results.

WordPress Plugin:

An extension or add-on that adds specific features to the existent content management system WordPress.


Is a content management system or CMS allowing the creation and editing of a site with little or no coding knowledge.

Advanced SEO Terminology

Part4: Importance of quality content for SEO

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