- SEO (Search Engine Optimization) is a strategic process that involves a series of actions aimed at optimizing a website with the goal of improving its visibility in organic search results. This includes both on-page and off-page optimization, technical configurations, as well as enhancing the content and structure of the website to increase its relevance for target user queries, ensure maximum page load speed, and achieve high rankings in search engine results.
- On-page SEO (internal optimization) is a set of actions taken directly on a website to improve its visibility and rankings in search engine results. This includes creating and optimizing the semantic core, implementing an effective site structure (including the hierarchy of headers like H1, H2, etc.), configuring the correct meta tags (such as title and description), implementing internal linking, fixing technical errors, and improving usability and mobile responsiveness. Additionally, an important element is optimizing media files (images, videos) to reduce page load time and enhance the user experience.
- Off-page SEO is external optimization that focuses on working with a website's backlink profile and its promotion through external resources. This includes creating high-quality backlinks from authoritative websites, which helps improve the site's trust and authority in the eyes of search engines. It also involves efforts to increase social signals, branding, and activity on external platforms (forums, blogs, social media).
- Search Engine is a software-hardware system designed for indexing, storing, and retrieving information from the Internet based on user queries. The system scans millions of web pages, creating indexes that allow for quick and relevant query processing, providing users with the most relevant results. Search engines use complex algorithms for ranking pages, based on factors such as content relevance, site authority, loading speed, and other technical characteristics.
- Crawler (web spider) is an automated program that indexes web pages on the Internet. The crawler searches according to predefined algorithms, processes, and stores information about web resources for later use by the search engine. It visits pages, checks their content, structure, and meta tags, then sends the collected data to the search engine server for further indexing.
- Crawling is the process of finding, discovering, and processing new or modified web pages for inclusion in the search engine’s index. The crawler systematically scans websites based on predefined algorithms, discovering new pages or changes to already indexed pages, which helps maintain the relevance of search results.
- Indexing is the process by which crawlers add information about a web resource to the search engine’s index. During indexing, the data collected by crawlers is analyzed, sorted, and stored in databases, allowing the system to quickly find and provide relevant results for user queries. Information about pages includes text content, meta tags, images, and other resources that can be useful to users.
- Ranking is the process of determining the order of pages in search results for a specific query. Search engines use complex algorithms to analyze and evaluate websites based on various factors (such as content, external links, loading speed, and many others) to display the most relevant and high-quality pages on the first page of search results.
- Ranking Factors are a set of parameters by which search engines evaluate websites and determine their position in search results. These factors include content relevance, the quality of backlinks, page loading speed, mobile adaptability, HTTPS presence, correct use of meta tags, URL structure, and user experience. Search engines use algorithms to evaluate these factors to provide the most accurate and useful results.
- On-page Optimization — the process of configuring all elements of a website according to search engine requirements to ensure high indexing and ranking efficiency. This includes optimizing the site structure, creating correct meta tags (Title, Description), using keywords in texts, improving internal linking, configuring loading speed, adapting for mobile devices, and ensuring technical compliance with search engine requirements.
- Off-page optimization refers to a set of actions aimed at improving a website’s authority and visibility through external factors, particularly increasing the quantity and quality of backlinks from other resources. This includes strategically placing links on authoritative third-party platforms such as social networks, niche blogs, media outlets, forums, and other sites that are trusted by search engines. External links are a key factor in improving a website’s rankings in search results by enhancing its authority and relevance.
- User factors are a set of actions performed by users on web pages, which search engines take into account when evaluating the quality of a website. These factors may include actions like clicks on search results, average time spent on the site, pages per visit, bounce rate, and user interaction with content (comments, likes, shares). Search engines use these metrics to assess the relevance of a website to a user’s query and the quality of its content, which ultimately impacts its position in search results.
- Relevance — the degree to which a web page matches a user's search query in a search engine. Relevance determines how well the content of a website or a specific page meets the needs of the user performing the search. High relevance is achieved through the proper use of keywords, well-structured content, accurate response to the query, and adherence to general search engine optimization principles.
- SERP (Search Engine Results Page) — the page of search results generated by a search engine in response to a user query. The page includes not only organic results (websites indexed by the search engine that match the query) but also specialized blocks such as ads (Google Ads), product carousels, videos, answer boxes (featured snippets), and local result cards. Each result on a SERP is accompanied by a short description (snippet) designed to attract the user's attention and encourage them to click through to the site.
- SERM (Search Engine Reputation Management) is a strategy for managing a website’s reputation in the online environment, which includes actions to control and improve its appearance in search engines. SERM covers various aspects such as monitoring search results, managing negative reviews, actively working with positive reviews, searching for and removing negative reviews or articles that may harm the image of a company or brand. SERM contributes to improving the online reputation of a company, brand, or individual using strategic SEO and PR methods.
- Top is the first page of search engine results generated based on how well websites match the user's query. The Top consists of 10 main search results, each of which is a separate snippet with a short description and a link to the website. The position of a site in the Top is very important for its traffic, as users mostly click only on those sites that appear on the first page of results.
- Intent (user intent) is the need or intention of the user that they want to fulfill by making a specific search query. Intent can vary: informational (e.g., looking for advice or answers to a question), navigational (searching for a specific site or page), transactional (looking for a product to purchase), or commercial (searching for services or service providers). Understanding and analyzing user intent is key to creating relevant content that matches their query and satisfies specific needs.
- Assessor is a person or algorithm that evaluates the relevance and quality of search engine results. Assessors are used by search engines to verify the accuracy and consistency of ranking algorithms, as well as to improve search results based on actual human evaluations. Raters analyze pages based on a range of criteria, such as content relevance to the query, usefulness of the information, and other quality characteristics.
- Snippet is a short informational block that appears on the search results page and contains key information about a web page. Typically, a snippet includes the page title, URL, and a brief content description. The description may be taken from the meta description or from the page text that best matches the user's query. Snippets aim to attract user attention and increase the likelihood of clicking through to the website.
- URL (Uniform Resource Locator) is the unique address of a resource on the Internet, used for precise identification and access to specific content on a website. A URL consists of several parts: the scheme (http://, https://), domain, path to the resource, and possibly query parameters and fragments. It is important that the URL is clear, concise, and contains keywords that reflect the content of the page to improve SEO and user experience.
- SEO-friendly URL is a URL structure that uses human-readable words instead of random characters or long strings. Such URLs contain keywords that describe the page content, make indexing easier, and improve usability. Example: example.com/category/product-name instead of example.com/page?id=12345.
- GET parameter (or CGI parameter) is additional data added to a URL after the question mark (?). It is used to dynamically modify page content (for example, filtering products, changing language, sorting). Example: example.com/page?category=electronics&sort=price.
- Vertical search is a specialized search engine or filter that displays not general results but specific categories such as images, videos, news, or maps. For example, Google Image Search or news searches through aggregators.
- CPC (Cost Per Click) is a payment model in contextual advertising where the advertiser pays for each click on the ad shown in search results or on external websites. Formula: CPC = cost of the ad campaign / number of clicks.
- Conversion is a metric that measures the effectiveness of a website or advertising campaign. It is defined as the ratio of users who completed a target action (purchase, subscription, registration) to the total number of visits. Formula: Conversion (%) = (Target actions / Total visits) * 100.
- API (Application Programming Interface) is a set of interfaces, protocols, and tools that allow different programs to interact with each other. An API provides access to the functionality or data of another application or service, for example, for payment integration, map display, or connection with other web services.
- SEO audit is the process of technically inspecting a website for compliance with search engine requirements. It includes analyzing technical errors (404 errors, loading speed, URL structure), meta tag settings, content quality, keyword usage, as well as external links and user feedback.
- Competitor analysis is the process of studying competitors’ websites to identify their strengths and weaknesses in the context of SEO, content, keyword usage, and external links. This helps build a strategy for improving market position and search engine rankings.
- Parsing is an automated process of collecting and processing data from websites using special software (parsers). It allows extracting structured information such as prices, product descriptions, reviews, or news for further analysis or use on other platforms.
- Google My Business (GMB) is a tool for managing a company's presence on Google. It allows creating a profile, adding company information (address, contact details, hours of operation), and integrating with Google Maps and Google Search. It is an important tool for local SEO and promotion on mapping and local platforms.
- Speed Insights / PageSpeed is a set of tools from Google for evaluating the loading speed of web pages, providing key metrics for both mobile and desktop versions of sites. The tool analyzes load time, rendering speed, JavaScript and CSS processing, and identifies issues that slow down page loading. The evaluation also includes optimization suggestions (image compression, code minimization, etc.) to improve site performance and search engine metrics.
- Semantic core is a structured set of key phrases and words that most accurately reflect the website’s topic and user queries. The semantic core includes primary and additional keywords grouped by meaning. An important component is the classification of phrases by frequency (high, medium, low) to optimize content and develop a promotion strategy for different types of queries.
- Target search keyword is a search keyword with a specific commercial or informational purpose, such as buying a product, subscribing to a service, or registering on a website. This type of query usually includes commercial or transactional phrases that clearly indicate the user's intent to take a specific action, like “buy Samsung Galaxy phone” or “order concert tickets”.
- Branded (navigational) keywords are keywords or phrases that include the name of a brand, product, or service, creating an association with a specific brand. They are used to increase brand visibility in search engines and are aimed at users searching for a specific brand’s products or services. Example: “Nike sneakers” or “Apple iPhone 16”.
- Informational keyword is a type of search keyword aimed at obtaining information on a specific topic without the intent to make a purchase. Such queries include questions, educational materials, guides, reviews, or answers to general inquiries. Example: “how to choose a smartphone” or “what is SEO”.
- Navigational keyword is a type of search keyword where the user is looking for a specific website or page on the Internet. It may involve a brand or company search when the user wants to access a particular brand’s website, such as “Amazon” or “Facebook”. This query usually includes the brand name or other phrases indicating a specific site.
- Multimedia keyword is a type of search keyword related to finding media files such as music, videos, images, movies, or other non-text content. Users use such queries to locate various media resources, for example, “fitness music”, “HD video”, or “flower images”.
- Transactional keyword is a type of keyword that reflects the user's readiness to perform a specific action, such as purchasing a product, subscribing to a service, or downloading a file. These queries often contain phrases like “buy,” “order,” or “download” that directly indicate the user's intent to carry out a transaction.
- Geo-dependent keyword is a keyword that depends on the user's geographical location. Search engines take the user's location into account to provide more relevant results, such as showing appropriate local businesses or branches. Example: “restaurants in Kyiv” or “appliance repair in Kharkiv.”
- HF (High-frequency queries), MF (Mid-frequency queries), LF (Low-frequency queries), and MLF (Micro low-frequency queries) are classifications of queries depending on their frequency. HF queries have a high level of competition and are often related to popular products or services. MF queries have medium competition and are focused on specific topics. LF queries have low competition and are used for precise or rare queries, and MLF are very specific phrases that have low frequency but can be highly relevant for a narrow audience.
- Long Tail is a concept in SEO that describes low-frequency, more specific search queries consisting of three or more words. These queries usually have lower competition, but overall can bring more relevant traffic, as users are looking for more specific products or services. Example: “buy white yoga clothing for women” instead of “yoga clothing.”
- Visibility in search engines is a metric that measures how well a website or its individual pages are represented in search engine results. Visibility is usually determined based on positions in search results for main and additional keywords. High visibility is an indicator of the effectiveness of the SEO strategy and can directly affect the site's organic traffic.
- Clustering is the process of grouping keyword phrases based on their semantic similarity. This process makes it possible to create a content structure where similar queries are combined into clusters, which simplifies the optimization process and allows focusing on creating relevant content for each group of queries. It also helps with organizing internal linking on the website.
- Text analytics is a methodology for analyzing text content on a website to identify the reasons for its low relevance in search engines. It includes checking keywords, content structure, readability, and the correlation between the content and user queries. The analysis helps identify optimization errors in the text that lead to low positions in search engine results.
- Domain name is a symbolic address of a resource on the Internet that eliminates the need to remember complex numerical IP addresses. A domain name is a unique identifier of a website on the global network that allows users to access web resources using convenient text-based addresses, such as example.com. A domain name consists of two main elements: the name (example) and the extension (com), which together form a unique address to identify the resource.
- IP address (Internet Protocol address) is a unique numeric identifier assigned to every computer, server, or other device connected to the Internet. An IP address allows determining the device's location in the network and enables the transmission of data between devices. There are two main IP address formats: IPv4 (e.g., 192.168.1.1) and IPv6 (e.g., 2001:0db8:85a3:0000:0000:8a2e:0370:7334).
- Cache is a buffering memory technology that allows storing frequently used data or web pages for faster access upon subsequent requests. Caching significantly reduces page load time, improves website performance, and lowers server load by storing previously retrieved information in special caching storage on the server or client devices.
- Server response code (HTTP status code) is a three-digit number returned by the server as a result of interaction with the client (browser or search engine). HTTP codes define the request state and processing result, for example:
» 200 OK — the request was successfully processed; the page or resource was found and delivered without errors.
» 301 Moved Permanently — the page or resource was moved to a new permanent address. All links and traffic should be redirected to the new URL.
» 302 Found — temporary redirect; the main URL remains valid.
» 400 Bad Request — the request cannot be processed due to syntax errors.
» 401 Unauthorized — the request requires authentication.
» 403 Forbidden — access is denied, even with authentication.
» 404 Not Found — the resource is not found on the server.
» 405 Method Not Allowed — the request method (e.g., POST, GET) is not supported for this resource.
» 408 Request Timeout — the server did not receive the complete request from the client within the allotted time.
» 410 Gone — the resource was permanently removed and is no longer available.
» 500 Internal Server Error — an error on the server prevents processing the request.
» 502 Bad Gateway — the server received an invalid response from another server.
» 503 Service Unavailable — the server is temporarily unavailable due to overload or maintenance.
» 504 Gateway Timeout — the server did not receive a timely response from another server or resource during request processing.
- Website mirror is an exact or partial copy of a web resource created on another server or domain to provide backup access or address technical issues such as high traffic or failures on the main server. Mirrors are commonly used to improve site availability in different regions or to provide additional security.
- Primary website mirror is the main domain name of a site that is designated as the primary one for search engines. When multiple mirrors or domain versions exist (e.g., example.com, example.net), the primary mirror is shown in search engine results to avoid duplicate content and maintain consistency.
- CMS (Content Management System) is software that allows users to create, edit, and manage website content without requiring programming knowledge. A CMS provides an interface for working with texts, images, videos, and other multimedia elements. Examples of CMS include WordPress, Joomla, and Drupal.
- JS (JavaScript) is a programming language used to create interactive content on web pages, such as animations, dynamic content changes, user event handling (clicks, text input), and other client-side functions. JavaScript is a core tool for enabling dynamic functionality on websites and is often used alongside HTML and CSS to build complex web applications.
- HTML (HyperText Markup Language) is the standard markup language used to create web pages on the Internet. HTML defines the structure of content, including headings, paragraphs, images, links, tables, lists, and other elements. HTML forms the foundation of web pages and is used together with CSS (for styling) and JavaScript (for adding functionality).
- HTTP (HyperText Transfer Protocol) is a protocol for transferring data between a web server and the user’s browser. HTTPS (HyperText Transfer Protocol Secure) is its secure version that uses SSL/TLS to encrypt transmitted data, ensuring confidentiality and secure information exchange. HTTPS is the standard for all websites handling sensitive data, such as user personal information or payment transactions.
- CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart) is a test used to determine whether the user is a human or an automated bot. CAPTCHA typically requires the user to perform a task such as recognizing distorted characters, selecting images with a specific subject, or entering words from an image to confirm that the request is not automated.
- Meta tags are HTML elements used to provide metadata about a web page. They are not displayed on the page itself but contain important information for search engines and browsers. Meta tags include elements such as meta description (page description), meta keywords (keywords), meta robots (indexing settings), and others that help optimize the site for search engines.
- Title is an HTML tag used to define the title of a web page. The page title appears in the browser tab and is important for SEO, as it affects the page’s ranking in search engines. It should be clear, descriptive, and include the main keywords that reflect the content of the page.
- Description is a meta tag that contains a brief summary of the content of a web page. The description appears on the search engine results page below the page title and serves to attract users. While it doesn’t directly affect rankings, its importance lies in encouraging users to click through to the site.
- Alt (Alternative Text) is an attribute of the HTML img tag that contains a textual description of an image. It’s important for SEO because it helps search engines "understand" the content of images. It also improves accessibility for people with disabilities by providing text in place of images when they cannot be displayed.
- Keywords is a meta tag that includes a list of keywords describing the page’s content. This tag helps search engines understand the main topics and subject matter of the page. Modern search engines pay less attention to the “keywords” tag due to past abuse.
- WHOIS is a protocol and service used to obtain information about a domain registrar or IP address, as well as the resource owner. WHOIS allows users to find details such as registrar name, domain expiration date, owner contact info, registration date, and recent updates. WHOIS queries are typically used to check domain availability or gather data about competitors or providers.
- The nofollow attribute is a value of the rel attribute for hyperlinks (rel="nofollow") that instructs search engines not to pass SEO value through the link. If a link includes the nofollow attribute, search bots do not consider it when ranking pages and do not pass “link juice” to the target page. This attribute is commonly used for comments, paid ads, or any links that shouldn’t affect SEO.
- Noindex is a meta robots tag attribute that instructs search engines not to index a specific page. If a page contains <meta name="robots" content="noindex">, it means that the page will not be added to the search engine index, even if other websites link to it. This is useful for pages that either lack valuable content or should not appear in search results.
- Robots.txt is a plain text file located in the root directory of a website that contains instructions for search engine crawlers, specifying which parts of the site may or may not be crawled. It includes directives such as User-agent (defines which bots the rules apply to), Disallow (blocks crawling), and Allow (permits crawling). It is a key tool for controlling site indexing behavior.
- Redirect is a method of automatically sending users from one URL to another. Redirects help preserve user experience and SEO when a site’s structure changes or when moving to a new domain. The most common types are:
• 301 (Permanent Redirect) — a permanent redirect that passes SEO value.
• 302 (Found) — a temporary redirect that does not pass SEO value.
- Sitemap.xml is an XML file that contains a list of all the pages on a website that should be indexed by search engines. The sitemap includes important information such as the last modified time of the page, the update frequency, and the priority of the page. Search engines use the sitemap for more efficient indexing of the website, especially if the site has a large number of pages or a complex structure.
- Microdata (structured data) is a method of structuring data on a web page using specific standards and formats that allow search engines to recognize important information faster and more accurately. It is used to mark up elements such as reviews, prices, events, products, recipes, which makes it possible to create enhanced search results (rich snippets), facilitating content interpretation by search engines.
- Schema.org is an initiative that provides a standardized vocabulary for microformats and structured data used on websites to improve interaction with search engines. By using schema types like Product, Event, Person, and Organization, additional page information can be delivered, enhancing search result displays with rich snippets such as reviews, prices, ratings, locations, and more.
- Open Graph is a set of meta tags used to enhance the appearance of webpage links on social media platforms (such as Facebook, Twitter, LinkedIn). They allow you to define how links should be displayed, including images, titles, and descriptions when shared on social networks. Using Open Graph helps control the link preview and improves click-through rates.
- Twitter Card is a type of microdata markup developed to optimize how links appear on Twitter. It allows users to control how a post linking to their website is displayed — specifically which image, title, and description are shown in the preview. There are different types of cards, such as Summary Card and Summary Card with Large Image, depending on whether a large image is attached to the link.
- Breadcrumbs are a navigation system that shows the user’s path from the current page back to the homepage. They usually appear as a line or a list of links that reflect the website's hierarchical structure, such as: Home > Category > Subcategory > Product. Breadcrumbs help users navigate quickly across sections of a site while reducing the number of clicks needed to go back. They also help search engines better understand and index the website's structure.
- AMP (Accelerated Mobile Pages) is a technology designed to speed up web page loading on mobile devices. It restricts the use of heavy elements such as large images, JavaScript, and external scripts while preserving the page’s core functionality. This reduces load time and enhances the mobile user experience. AMP-optimized pages often achieve higher search engine rankings and better visibility in mobile search results.
- Responsive design is a web development method that uses flexible layouts and CSS media queries to enable web pages to automatically adapt to different screen sizes. This approach ensures that pages display correctly across various devices (desktops, tablets, smartphones) without needing separate mobile versions. It improves user experience, reduces load time, and enhances SEO effectiveness.
- Page load speed (or website loading speed) refers to the time required to fully load all the content on a web page, including HTML, CSS, JavaScript, images, and other assets. High page load speed is critical for both users and search engines. Load time affects search rankings, as search engines consider this metric when evaluating user experience. Load speed optimization involves caching, file size reduction, using a CDN, and other performance strategies.
- Google Analytics is a powerful analytics service provided by Google that enables tracking and analyzing user behavior on a website. The platform offers detailed insights into site traffic, traffic sources, conversions, user demographics, geographic locations, device types, user journeys, and much more. It is widely used to make data-driven decisions for SEO optimization, advertising strategies, and enhancing user experience.
- Visitor refers to a user who accesses a website during a specific time period. Each individual session or interaction—where the user views one or more pages—is counted as a visit. Tracking the number of unique visitors is essential for analyzing website traffic and measuring the success of marketing campaigns.
- Bounce Rate is the percentage of sessions in which a user leaves a website after viewing only one page, without interacting with any other elements. A high bounce rate may indicate low-quality content, poor user experience, or irrelevant landing pages, all of which can negatively impact a site's SEO performance.
- Session refers to a time frame during which a user actively engages with a website. A session starts with the user's initial request and continues until a period of inactivity (typically 30 minutes) ends it. During a session, a user may view multiple pages, enabling the analysis of user behavior and engagement with the site.
- Traffic refers to the total number of users or sessions visiting a website during a specified time period. Website traffic can be categorized as organic (from search engines), referral (from other websites), direct (typed URL), or paid (from advertising campaigns). Both the volume and quality of traffic are critical metrics for evaluating the success of digital marketing strategies.
- Google Search Console (Webmaster Panel) is a search engine service that provides webmasters with tools and reports to monitor the performance of a website in search results. Webmasters can view metrics such as the number of impressions, clicks, CTR, average position, page indexing, detected errors, and warnings. This tool helps optimize the website for search engines and improve its visibility. It allows monitoring the indexing status, viewing the queries through which the site appears in search results, checking for errors on the website (for example, 404 pages, mobile usability issues), and receiving notifications about potential security or performance problems.
- Dashboard is an interface for displaying key metrics and data in a convenient, interactive format. Dashboards are used to monitor the performance of marketing campaigns, SEO, sales, or other business processes. They may include charts, graphs, and tables that allow real-time tracking of important metrics and decision-making based on them.
- Lead is a user action that indicates their interest in a company's product or service. A lead can be filling out a form on the website, subscribing to a newsletter, requesting a consultation, or another interaction that allows the company to track potential customers and further manage them for conversion into a sale.
- CTR (Click Through Rate) is a click-through metric that measures the effectiveness of an advertisement or an organic search result. It is calculated as the ratio of the number of clicks on a link to the number of impressions of that link. A high CTR indicates that the ad or page is appealing to users.
- PPC (Pay Per Click) is an online advertising model in which the advertiser pays search engines or advertising platforms for each click on their ad. This can include contextual ads in search engines or banner ads on other websites. PPC allows advertisers to target specific user groups and obtain precise data about the effectiveness of their advertising campaigns.
- CPC (Cost Per Click) is the cost of a single click on an ad within the PPC model. It is the amount the advertiser pays each time a user clicks on their ad in a search engine or on another advertising platform. CPC depends on keyword competition, ad quality, and the position within the ad blocks.
- Conversion is a key performance indicator of a website or marketing campaign that reflects the percentage of users who completed a specific target action (purchase, subscription, form submission, etc.). Conversion indicates how effectively a website or ad leads to desired outcomes and is important for analyzing and adjusting marketing strategies.
- Banner is a type of multimedia advertisement displayed as a static or animated image on a web page. Banners may include graphic elements, text, as well as interactive elements, and are typically used to attract user attention and redirect them to other pages or resources. Banners are a core element of display advertising in digital marketing, including contextual and media advertising.
- A/B testing is a method of comparing two or more versions of a web page, advertisement, or other interface element to determine which one is most effective at achieving a specific goal. The testing is typically conducted by dividing the audience into two groups, each seeing different versions, and then comparing their reactions (clicks, conversions, time on site, etc.) to identify the best-performing option.
- CPA (Cost Per Action) is an advertising payment model in which the advertiser pays not for impressions or clicks, but for a specific target action taken by the user on the website, such as registration, purchase, subscription, or content download. This model allows for more accurate measurement of advertising effectiveness, as payment is made only for a completed action that directly leads to a conversion.
- CPL (Cost Per Lead) is an advertising payment model in which the advertiser pays for acquiring a lead, meaning the collection of contact information of a potential customer, such as name, email, or phone number. Leads are usually obtained through forms on the website where users leave their data for future contact or participation in promotions, allowing the company to work with potential clients.
- KPI (Key Performance Indicators) are key performance indicators used to evaluate the success of achieving specific tasks or strategies in business, marketing, or other areas. KPIs help measure goal attainment at different stages of a company’s development and track progress. Examples of KPIs include the number of new customers, conversion rate, ROI, and average position in search results.
- LTV (Customer Lifetime Value) is a metric that estimates the projected profit from a single customer over the entire duration of their interaction with the company. LTV helps determine the value of a customer to the business, assess the effectiveness of marketing campaigns, and make strategic decisions regarding customer acquisition and retention. It is calculated by multiplying the average revenue per customer during their engagement period by the number of such periods.
- ROI (Return on Investment) is a metric that measures the effectiveness of investments by calculating the ratio of profit earned from the investment to the amount spent. ROI is used to evaluate how profitable an investment was in marketing campaigns, product development, advertising, or other areas of business. Formula: ROI = (Net Profit / Cost of Investment) * 100.
- ROMI (Return on Marketing Investment) is a return-on-investment metric that allows evaluating the effectiveness of marketing expenditures. ROMI measures how much revenue the company has earned for every dollar spent on marketing. It is an important indicator for assessing the performance of marketing campaigns and justifying spending on brand or product promotion.
- Text factors are parameters of the textual content on a website that affect its ranking in search engines. This includes the use of relevant keywords, headings, meta tags, and also the organization of the text in a way that is understandable for both users and search engines. A clear text structure, proper use of headings, and content relevance to search queries are important elements of text factors.
- Shingle is a parameter used in text uniqueness analysis that defines groups of words or phrases that frequently appear together in texts. In the context of SEO, shingles help determine whether a text is original or possibly copied from another source. Shingle analysis helps identify similar fragments of text and perform plagiarism checks.
- Keyword density is a metric calculated as the ratio of the number of keyword occurrences in the text to the total volume of the text. It is important for determining the density of keywords on a page, which can influence its SEO performance. An optimal value of this metric allows search engines to effectively index the content without the risk of keyword stuffing.
- Search result highlighting is the process of bolding keywords or phrases from the user's query in the search result snippets. Search engines automatically highlight the words that match the user's query to make the result more visible and relevant. This helps users find the needed information faster and can also improve the click-through rate of the result.
- TF-IDF (Term Frequency-Inverse Document Frequency) is a statistical metric that evaluates the importance of a specific word or phrase in the context of a document or page. TF (Term Frequency) measures how often the term appears on the page, while IDF (Inverse Document Frequency) considers how rarely the term appears in other documents. A high TF-IDF value indicates that the term is important for the specific page but is rarely used in other contexts.
- BM25 (Best Matching 25) or Okapi BM25 is one of the most widely used ranking models applied by search engines to assess the relevance of documents (web pages) to search queries. BM25 is based on evaluating the term frequency (TF) within a document and the inverse document frequency (IDF) across other documents, with the application of adjustment factors such as document length. The model effectively measures the importance of keywords in the context of their usage and frequency, enabling more accurate page rankings in response to search queries.
- LinkBuilding is an external SEO optimization strategy that involves the process of acquiring links to a website from other web resources in order to increase its authority in search engines. The quality and quantity of external links affect the site’s ranking in search results, so the main goal of link building is to improve the site’s backlink profile by placing links on authoritative platforms such as niche websites, blogs, news outlets, and others.
- Crowd Marketing is a method of website promotion in which links to the resource are placed in comments on popular platforms such as forums, review websites, social networks, and other online venues. This method allows attracting traffic from various sources and contributes to building a positive image of the website in the online environment. It uses the principle of mass user engagement with the content through comments and posts.
- Backlinks are links that lead to your website from other web resources. They are an important factor for search engines, as they help determine the authority and popularity of a website. The more high-quality and relevant backlinks there are, the higher the site can rank in search engine results.
- Backlink profile is the total of all external links that lead to a website. It is an important factor for search engines, as the quality and quantity of links affect the trust and authority of the resource. Optimization of the backlink profile includes building strategic links from authoritative websites, which increases the site's visibility and ranking in search engine results.
- Link donors (backlink donors) are websites where external links are placed that lead to another site for the purpose of promotion. Donor sites have a significant impact on SEO, as their authority and topic determine the effectiveness of the links. Selecting high-quality donors is an important stage of link building to ensure the high quality of backlinks.
- Anchor text is the text used as a hyperlink on another web page. Anchor text is important for SEO because it helps search engines understand the context and content of the page the link points to. For effective site promotion, the anchor should include keywords relevant to the topic of the page, but should not be overloaded with keyword phrases to avoid penalties.
- Anchor list is a list of anchor texts used when placing external links to a website. The anchor list allows for varied use of keywords in links, which helps balance the link building strategy and maintain a natural-looking backlink profile. It is important that anchors match the content of the page they lead to and are diverse in wording.
- Non-anchor link is a type of link where the hyperlink text does not contain keywords or phrases and consists only of the URL address or plain text without specification. This type of link does not pass significant SEO value but can be useful for creating a more natural and diverse backlink profile, as well as for reducing the risk of anchor text over-optimization.
- External link is a hyperlink that leads from one website to a page on another resource. External links are an important element of link building because they can pass authority and improve a site’s SEO rankings. It is important that external links come from authoritative and relevant sources to achieve maximum effect.
- Internal link is a link that leads from one page of the same website to another page on the same website. Internal linking helps improve the structure of the website, facilitates navigation for users and search engines, and also allows the transfer of «Link Juice» between pages of the site, increasing their authority.
- Inbound link is an external link that leads to a page of a website from another web resource. Inbound links are important for SEO because they help increase the authority and relevance of the website in search engines. Inbound links from authoritative sources can significantly influence the website’s position in search results.
- Outbound link is a link that leads to another web resource from your page. Outbound links are also important for SEO because they can help determine the context of the page the link points to and help establish connections between your resources and other websites, which can increase trust in your content.
- Sitewide link is a type of link that is placed on all pages of a website, usually as part of the navigation, in the menu, footer, or sidebar. It is a link that appears on every page, providing constant access to important information or sections of the site. Sitewide links are used to ensure consistent navigation and to pass SEO value across the entire website.
- Homepage - is the first page users land on when visiting the site, and it often contains the most important information, section navigation, and other elements that ensure user convenience. From an SEO perspective, the homepage is important for internal linking structure and site indexing.
- Page depth (level of nesting) is a metric that shows how far a page is located from the homepage in the site's navigation structure. The more levels of nesting there are, the harder it is for users and search engines to find the page. Ideally, site depth should not exceed 3–4 levels, which helps improve navigation and indexing efficiency.
- Broken link is a link that leads to a page that no longer exists or is unavailable, usually due to a 404 (Not Found) error. Broken links can negatively affect user experience and lower the site's authority in the eyes of search engines. To fix this issue, it is important to regularly check for broken links and set up redirects or replace them with active ones.
- Link graph is a visualization of the connections between websites, showing how different pages or resources are interconnected through hyperlinks. This graph is important for analyzing the backlink profile and helps search engines evaluate the authority of resources, their relevance within the web, and determine page ranking algorithms.
- PageRank is an algorithm developed by Google to evaluate the importance of web pages based on the number and quality of links pointing to them. The core idea of the algorithm is that pages with a large number of backlinks from authoritative sources receive a high PageRank, which increases their position in search results. Although PageRank is now only a part of Google's algorithm, it is still used to assess the authority of pages.
- Satellite is a website created for the purpose of promoting another resource by placing external links (backlinks) on it. Satellites often have low or medium-quality content and may be used to manipulate the positions of the main website in search results through artificially created links.
- PBN (Private Blog Network) is a private network of websites used to create backlinks to the main site for the purpose of promoting it in search engines. Websites in a PBN typically have controlled content and links that help manipulate rankings. The use of PBNs is controversial and can lead to penalties from search engines if they detect link manipulation.
- Link exchange platform is an online platform where you can buy and sell links for external website promotion. Through link exchange platforms, website owners can acquire backlinks to improve their search engine rankings. It is important to note that not all link exchanges are ethical or safe for SEO, as some may offer low-quality or artificial links.
- Link aggregator is an automated service that allows bulk purchasing of backlinks to a website according to a specific strategy. Link aggregators are typically used for quickly acquiring a large number of external links, speeding up the link building process. However, it is important to check the quality of the links, as many of these links may be low-quality or unnatural.
- Social signals are user interactions on social media with a website’s content, such as likes, shares, comments, and subscriptions. Search engines evaluate social signals as an additional factor that may influence page rankings, although their impact on SEO might be indirect. A high level of engagement with content on social platforms can increase brand awareness and improve website traffic.
- Favicon is a small icon that appears in the browser tab, on the bookmarks bar, and on mobile devices next to the website's address. A favicon is used to improve brand recognition by creating a unique visual style for each website. It is typically an image that is 16x16 or 32x32 pixels in size.
- SSL certificate is a digital certificate that ensures secure encryption of data between the web server and the client. It enables the site to operate on the HTTPS protocol, which guarantees the security of transmitting personal user data such as passwords, payment information, and other sensitive details. Having an SSL certificate increases user trust and is an important factor for SEO, as Google favors websites with HTTPS.
- HTML sitemap is a file that contains a list of all the pages of a website that need to be indexed by search engines. The global sitemap helps search engines efficiently find and index new or updated pages, especially on large or complex websites. It is an important tool for SEO, ensuring faster and more accurate indexing.
- Keyword generator is a tool for automatically identifying the most relevant and popular keywords that can be used in the website's content. Generators typically offer keyword phrase options, their frequency, competition level, and other data that help in creating the website’s semantic core. They are used for market and search query analysis to ensure an effective SEO strategy.
- SEO optimizer is a specialist who works on improving a website's visibility in search engines. They use various methods of on-page and off-page optimization, such as content analysis and optimization, improving site structure, creating link-building strategies, working with technical aspects of the site (loading speed, mobile adaptation), and other strategies to achieve high rankings in search engines.
- Indexing speed is the speed at which search engines add new or updated pages of a website to their index. A high indexing speed is important for quickly displaying new content in search results. It depends on many factors, such as the site structure, the number of backlinks, page loading speed, and the presence of updated and relevant metadata. Optimization for fast indexing includes using sitemaps, proper internal linking, and improving the website’s technical aspects.
- SEO optimization process is a set of actions that include both technical and content strategies to improve a website's visibility in search engines. This encompasses optimizing the site structure, meta tags, page loading speed, as well as creating high-quality content that matches user queries. Strategies can include both on-page optimization and off-page SEO, such as link building and social signals.
- Content strategy is a plan that outlines what types of content will be created to attract the target audience and improve SEO results. It includes selecting content topics, publication formats (articles, videos, infographics), distribution channels, as well as methods for measuring effectiveness. A good content strategy ensures a steady flow of relevant content that aligns with user interests and search engine requirements.
- SEO page is a web page that is specifically optimized to improve its visibility and rankings in search engines for certain keywords. Such a page has a well-structured content, proper meta tags, the use of relevant keywords, optimized images, and fast loading speed. SEO pages also include internal linking and external backlinks, which help increase its authority in the eyes of search engines.
- White-Hat SEO refers to ethical optimization practices aimed at creating high-quality, useful content and correctly applying SEO methods without violating search engine guidelines. This includes content optimization, improving the site's technical aspects, naturally building backlinks, and proper use of meta tags. White-Hat SEO focuses on long-term results without manipulation.
- Black-Hat SEO refers to prohibited optimization methods that violate search engine guidelines with the intent of manipulating search results. Such methods include cloaking (showing different content to users and search engines), hidden links, keyword stuffing, and automatically generated content. The use of Black-Hat SEO can lead to penalties, a drop in rankings, or even removal of the website from the search engine index.
- Local SEO is the process of optimizing a website to increase its visibility in local search queries. Local optimization is important for businesses that provide services in specific geographic areas, such as restaurants, stores, clinics, and so on. This includes setting up a Google My Business profile, incorporating local keywords, optimizing content for specific cities or regions, and managing reviews and social signals.
- Traffic statistics is a collection of metrics that describe website traffic and user interaction with its content. It includes metrics such as the number of visitors, traffic sources (organic, referral, direct, paid), time on site, pages per session, bounce rate, and others. These data allow for evaluating the effectiveness of the SEO strategy and the website as a whole, as well as helping to identify areas for optimization.
- Search query is a text query that a user enters into a search engine to receive relevant results. The query can be short or complex, containing keywords, questions, or even phrases that describe a specific issue or interest. Search engines use these queries to determine the most relevant pages that match the user’s query and provide appropriate results.
- SEO analytics is the process of collecting, monitoring, analyzing, and interpreting data related to the effectiveness of an SEO strategy and its impact on a website's visibility in search engines. This includes using tools to check search engine rankings, analyze keywords, check for technical errors on the site, study user behavior (CTR, Bounce Rate), as well as regularly optimizing content and strategy based on the results obtained.
- Page ranking is the position of a specific page in the search results for a particular query. Search engines rank pages using various factors, such as content relevance, external and internal links, the technical condition of the site, loading speed, and other metrics. Improving the page ranking is important for attracting organic traffic and enhancing the site's visibility in search engines.
- SEO metrics are a set of indicators used to evaluate the success of an SEO strategy and the effectiveness of a website's performance. Key metrics include time on site, the number of visitors, bounce rate, conversions, search engine rankings, page loading speed, and the number of external backlinks. Metrics help make informed decisions to refine the strategy and improve the site's visibility.
- SEO keywords are words and phrases used on a web page to optimize content and increase its relevance for specific user queries. Keywords are the foundation of the semantic core and must be organically integrated into the text, headings, meta tags, and other elements of the page so that search engines can effectively index and rank the site. Choosing the right keywords is critical for achieving high rankings in search results.
- Domain Authority is a metric that determines the authority and trustworthiness of a website from the perspective of search engines. It is based on the number and quality of backlinks (backlinks) to the site, as well as other factors such as domain history, link age, technical condition of the resource, and content quality. A higher domain authority typically means that the site has a higher potential for achieving good rankings in search engine results.
- SEO automation is the use of specialized tools and software to simplify and accelerate search engine optimization processes. Tools for SEO automation can help with site health checks, position monitoring, data collection for analysis, report generation, and implementing link building and content strategies. Automation reduces human error and saves time while ensuring continuous monitoring and updates to the SEO strategy.
- Link building strategy is a plan of action aimed at increasing the quantity and quality of backlinks to a website to enhance its authority and improve search engine rankings. The strategy includes methods for finding and attracting high-quality link donors, as well as optimizing content to acquire natural backlinks. Balanced link building is critical for the success of an SEO campaign.
- Semantic analysis is the process of analyzing the meaning and context of words and phrases on a web page to improve their use in an SEO strategy. This analysis helps understand how to correctly use keywords to ensure the accuracy and relevance of content for search engines. Semantic analysis also includes studying the relationships between terms, synonyms, and the distribution of keyword frequency to enhance the accuracy of search engine optimization.
- Crawl budget is the limited amount of time and resources that search engines allocate to crawl your site. It determines how many pages can be visited by search bots within a certain period of time, which affects the speed of indexing new or updated pages. Important factors that determine the crawl budget include the size of the site, its technical health, loading speed, and the structure of links. Optimizing the crawl budget ensures efficient crawling of important pages and improves the site's visibility in search engines.
- Pagination is the method of dividing a large amount of content into several pages for user convenience and improved navigation. In SEO, pagination helps effectively index large sets of content, such as product categories or blogs, and avoid content duplication across pages. For proper indexing of paginated pages, it is important to set canonical links (rel="canonical") and attributes in meta tags.
rel="canonical"
For each pagination page, you need to use the tag <link rel="canonical" href="URL of the main page">, which points to the main category page or series of pages. This helps search engines avoid indexing duplicated content by pointing to one main page as canonical. For example, on pagination pages 2, 3, 4, etc., the canonical tag should point to the first category page: <link rel="canonical" href="https://example.com/category/">.
<meta name="robots" content="noindex, follow">
If a pagination page should be indexed but should not pass its SEO weight to other pagination pages, the noindex, follow meta tag can be used. This allows search engines to index the content but not take these pages into account when distributing SEO weight. For example, on all pagination pages except the first, you can set: <meta name="robots" content="noindex, follow"> to prevent indexing of subsequent pagination pages but allow them to pass value through links.
Thus, properly configured pagination with canonical links and "noindex", "follow" meta tags allows search engines to correctly index content and avoid duplication while maintaining SEO effectiveness.
- Duplicate content is a situation where identical or very similar content appears on multiple pages of a website or on different websites. Search engines may view duplicate content as an attempt to manipulate search results, which can lead to a drop in rankings for the pages containing that content. Duplicates can occur on a single site when the same page is accessible through multiple URLs, or between different sites when the same information appears across several resources. To avoid issues with duplicates, it is important to use canonical links and meta tags to indicate the primary version of a page and prevent indexing of duplicated pages.
- Affiliates (Affiliate websites) are web resources that have common owners, managers, or similar business goals and may be seen by search engines as interconnected. This can include sites that share common IP addresses, identical contact information, or a lot of shared content. Search engines may consider affiliation to detect manipulations with search rankings, such as attempts to artificially increase the number of links or hidden connections between sites. Affiliation can influence link-building strategies, and if misused, it may result in penalties or a reduction in the sites' visibility in search results.
