Less jargon.
More clarity.
Use this SEO glossary to understand common search, website and digital marketing terms. Start with the definitions below when reviewing reports or discussing a website change.
Backlink
A link from another website to yours. Relevant, credible links can support authority and discovery.
Canonical URL
The preferred version of a URL when similar or duplicate versions exist. A declared canonical is a signal, not a guarantee that Google will choose it. See Google’s canonical guidance.
CTR
Click-through rate: the percentage of impressions that result in a click.
Core Web Vitals
Metrics for loading performance, responsiveness and visual stability: LCP, INP and CLS. Google explains these in its Core Web Vitals guidance.
Indexing
The process by which a search engine stores eligible pages so they can potentially appear in search. Being indexed does not guarantee a high position or traffic.
Internal link
A link from one page of a website to another page on the same site.
Local SEO
Optimisation focused on searches with geographic or local intent.
On-page SEO
Optimisation carried out on the website itself, including content, headings, metadata and internal links.
Off-page SEO
Authority and reputation signals developed outside the website, including backlinks, citations and mentions.
Put this SEO glossary
into practice.
Ask which issue a recommendation addresses, which page it affects and how the result will be checked. A technical term should explain the work, not replace a clear account of it.