If you own and operate a small business, it is becoming as important to focus on building a solid online presence as it is to have smooth in-store operations.
The line between what happens online and in the physical world is becoming more blurred by the day.
It can be challenging to understand the language thrown around by the webmasters and developers hired to boost your SEO (Search Engine Optimisation), which is meant to increase the online presence of a business.
Here is an A-Z glossary to help you get better acquainted with some of the basics of SEO.
Algorithm – A formula created by search engines that finds the results that best meet the criteria of a query. These results will contain all or some of the keywords that the user has entered into the search engine.
ALT Text – This is a description of an image written in HTML. Since search engines cannot read an actual image, it is ideal to insert ALT text to images any time they are present.
Anchor Text – This is the actual text that links to a webpage. This is typically that underlined, blue text you would see if you were to enter a search query. Links you have visited in the past generally show up in purple text.
Black Hat SEO – The use of unacceptable SEO strategies, such as keyword stuffing or creating spam pages, in order to boost rankings and generate traffic. Using black hat SEO can result in being dropped from a search engine, which can have an adverse effect on your sales traffic, as well as on your online reputation.
Blog – A dedicated section of your website where you can publish original content. Each blog post creates a new page that search engines can see. This will generate more opportunities for your business to be found online, especially if it is linked to social media pages or external websites. Good blog content can also be crucial to creating a human element within your business website, which helps make connections with your visitors.
Bookmark – A link to a website that is saved for later reference in a web browser or computer. Social bookmarking sites such as StumbleUpon can help give search engines an idea of the quality of the website, and how it has been received by visitors. Bookmarks can help you gauge the tastes and preferences of the public.
Conversion Form – An online form that allows you to collect information about your visitors. The idea behind this is that conversion forms help convert traffic into leads, allowing you to collect the data necessary to follow up.
CPC (Cost per Click) – CPC refers to the actual price an advertiser pays an online publisher each time a visitor clicks on an advertisement. The CPC varies depending on which keywords are used in the ad. More popular search terms will have a higher CPC than those searched less frequently.
CSS (aka Cascading Style Sheets) – The language that affects the look and formatting of your website, specifically design elements such as text, layout, and colours.
Directory – Pretty self-explanatory, but submitting your website to a directory can help people find you online and provide them with an inbound link. Google My Business or Yahoo! Directory are popular online business directories.
Domain – The main web address for your site, such as www.thisismywebsite.com. Search engines tend to give preferential treatment to sites that have had their domain names registered long term, as it shows stability.
Dofollow Link – These links are formatted in such a way that they inform the search engine that it is safe to follow the link through to the page it lands on. A dofollow link will help build credibility for your business and make it easier for search engines to find your site.
External Meta Data – When users bookmark websites, they can tag them with keywords and descriptions. These descriptions are created by the public, as opposed to the owner of the site, which helps build some outside credibility for your site.
The Fold – This refers to the portion of a website or SERP visible without having to scroll. This term comes from the literal fold in a newspaper, which cuts off certain content.
Geo-targeting– A method that determines the physical location of a website user, based on their location info. The search engine or website will show the user content depending on where they are, finding the location by using the IP address, post code, ISP, etc.
Headings – The text on a website that is presented in a larger or bolder font, meant to demonstrate to the reader what the webpage is about. Headings not only function as the title for the webpage, but also as hyperlinks that will show up in the search engine results, helping to guide more people to your site.
HTML – The standard coding language that is generally used to create websites. Since search engines read the HTML code in order to find your website, it is best to keep the HTML on the simpler side, using CSS for as much format-related code as possible.
Impression – This refers to how many times an advertisement, webpage, or portion of a webpage is viewed. In the case of an ad, it means that the number of times that ad was clicked and loaded is tracked. The impression refers to an estimate of how many people that ad or web content reached.
Inbound Link – A link that connects one website to another. A link coming from another site can greatly boost your SEO, especially if it comes from a site with a high ranking.
Indexed Pages – The pages of your website that are stored by search engines. The point of indexing is to optimize the speed with which a searcher can be linked to relevant search results.
Internal Link – A link that takes you from one page to another on the same website. For example, the site’s home page might link to a page showing products or contact information.
I hope this glossary has been useful to you. Look out for Part 2 in a couple of days. In the meantime, if your business would benefit from a Marketing Health Check visit this page and enter your details.