SEO Dictionary

SEO (Search Engine Optimization) has been a critical part of digital marketing for over 15 years now. After all, 93% of online activities start with a search engine, and there are literally billions of people online every day.

If you own a business, it’s likely you have a website. And for better or worse, it will serve you well if you’re up to date with digital marketing and SEO-related terminology.

So we put together this SEO glossary help you out. Here are brief definitions of the common terms you’ll encounter in the world of search engine optimization.

301 redirect

This refers to permanent redirection. It means you are permanently redirected to a page with a different URL.

Absolute unique visitor

This refers to one of the SEO reports that counts the number of your visitors that only visited once during a selected date range.

Alt tag

This refers to an HTML attribute that provides alternative text. Whenever an image fails to load, this tag comes to the rescue and describes the content of that image.

Anchor text

Anchor text is the text that serves as a link. If you click on an anchor text, it will lead you to a place on the web.

Average time on site

This provides information about how long your visitors stay on your site.

Basic metrics

This includes bounce rate, new visits, average time on site, page views, and visits. All these metrics inform you of a website’s usefulness.

Black hat techniques

These are shady SEO practices that can get you on the bad side of search engines.


This is the transparent graphic image you place on your site (or email). Its purpose is to help you monitor user behavior.

Canonical tag

A canonical tag is the HTML element that allows webmasters to report any duplicate content pages that have been created. Its structure looks like this:

Content management system (CMS)

This is a suite of applications that lets you create content, then publish it. A popular example of a CMS is WordPress.

Content saturation

You can also call this content shock. This refers to how your content’s impact decreases because of the existence of other content.

Conversion rate

This refers to the percentage of web visitors who click a link, subscribe to your email list, or fulfill any action.

Deep link

This is a link to a page other than the home page.

Depth of visit

This measures how many pages on your site visitors check out during a single session.

Domain name

Domain name is your website’s unique address on the internet.


This is created to achieve a high position in search engines. You can also call it a doorway page, an entry page, a jump page, and a bridge page.

Duplicate content

This refers to content that has been reused or copied from other sources on the internet. If Google finds duplicate content on your site, it could penalize you.

Facebook GSO (Graph Search Optimization)

This combines the power of optimization and social sharing. Its focus is on improving search results for Facebook’s Graph Search.

Fresh content

This refers to content that has never been published before. By posting fresh content that is 100% original, new, and unique, you are giving people a solid reason to visit your website.

Google Analytics

This monitors visitors through your site, as well as how your marketing campaigns are doing. It’s a free service from Google.

Google Trends

This is another free service. It provides you with a chart to inform you how many times words and topics have been the subject of search over time.


This refers to an element in electronic documents that leads you to another place.

Inbound link

An inbound link is a hyperlink that links to your own site from an external page. You can also refer to it as a backlink.