A-Z of common SEO terms
AI search
Search experiences powered by AI that provide conversational, summarised answers in favour of the links that appear in search results. Optimising for AI search helps your content appear in tools like ChatGPT and Gemini, as well as traditional search engines, like Google and Bing.
Learn more about AI search.
AI visibility
How often your website appears in AI-generated answers.
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Authority score
A measure of how trustworthy and authoritative your website is based on factors such as backlinks and overall SEO performance.
Backlink
A link from another website to yours. Quality backlinks act as endorsements, helping improve your website's authority and search rankings.
Competitor analysis
Researching competing businesses to understand what keywords they rank for, where they earn backlinks, and what opportunities exist to outperform them.
Content marketing
Creating useful, search-optimised content that answers your audience's questions and helps attract visitors through organic search.
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Click-through rate (CTR)
The percentage of people who click your website after seeing it in search results.
Digital PR
Building brand awareness and earning authoritative backlinks through media coverage, expert commentary, press releases, podcasts, and industry publications.
Explore our digital PR services.
Keyword
A word or phrase people type into search engines when looking for information, products, or services. Keywords help shape your SEO strategy.
Keyword research
The process of identifying the search terms your audience uses so you can create content that meets their needs and improves visibility.
Link building
The practice of earning high-quality backlinks from reputable websites to strengthen your site's authority and improve rankings.
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Local SEO
Optimising your online presence so your business appears in local search results, particularly for location-based searches.
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Metadata
Information that tells search engines and users what a page is about, including title tags and meta descriptions displayed in search results.
Learn more about metadata.
Meta description
A short summary of a webpage that appears beneath the title in search results.
Learn more about meta descriptions.
On-page SEO
Optimising elements on your website like content, headings, images, metadata, and internal links, to improve search visibility.
Off-page SEO
Activities outside your website, such earning backlinks and media coverage, social media, and public relations, that help improve your site's authority and rankings.
Organic search
Website traffic that comes from unpaid search engine results.
Organic traffic
Visitors who find your website through unpaid search engine results.
Page speed [load speed]
How long it takes for content to load on a webpage.
Return on investment (ROI)
A measure of the value generated from your marketing activity compared with the amount invested.
Search engine optimisation (SEO)
The process of improving your website’s visibility so it ranks higher in search engines and attracts more relevant visitors.
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Search intent [keyword intent]
The reason behind a search query — whether someone wants information, wants to compare options, or is ready to make a purchase. Understanding intent helps you to create more relevant content for your audiences.
Search rankings
The position your website appears in search results for a particular keyword or search query.
Search visibility
How often and how prominently your website appears in search results across relevant keywords.
SEO audit
A comprehensive review of your website that identifies technical issues, content opportunities, and performance improvements to strengthen your search visibility.
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SEO strategy
A structured plan that combines keyword research, competitor analysis, technical improvements, and content creation to improve long-term search visibility.
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Technical SEO
Optimising the technical aspects of your website, such as site speed, structure, crawlability, and indexing, to help search engines access and understand your content.
Learn more about technical SEO.
Title tag [meta title]
The HTML page title shown in search results and browser tabs.
Learn more about title tags.
Thought leadership
Content that demonstrates expertise and builds credibility by sharing valuable insights, opinions, or industry knowledge.
Traffic share
The proportion of search traffic your website receives compared with competitors within your market or industry.
Website performance
How your website is technically performing across a variety of factors, including page speed.
