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Search Engine Optimisation (SEO) jargon buster part 2

SEO - Search Engine Opitimisation

Not following NoFollows? Help is at hand with our Search Engine Optimisation jargon buster: Part two

As businesses of every shape and size strive to stand out in the marketplace and drive organic traffic to their website, it’s little wonder that so much time and energy goes on understanding Search Engine Optimisation (SEO). However, with so much to do and ever-changing advice and information, it can be hard to know where to start.

In this week’s blog, we’re bringing you part two of our no-nonsense SEO jargon buster to help you distinguish your Hits from your Page Views, or your Long-Tail Keywords from your Short-Tail Keywords:

Search Engine Optimisation Jargon Buster N-Z

Nofollow link – A link to another website which you are telling search engines not to count as providing any SEO benefit. If you write a guest blog on another website, for example, purely for the purpose of creating backlinks, you might decide to make the links in the article nofollow. If links occur naturally in the article though and help add an extra level of information, you can leave them as ‘dofollow’. Read more about nofollow guest blog links over on How To WordPress 2.0.

Non-organic search results – These are paid advertisements that appear on search result pages (usually at the top of the page and/or in the right-hand sidebar).

Off-page SEO – Techniques used to improve a website’s search rankings that are not carried out on the website itself. For example, link building and social media activity.

On-page SEO – Techniques used to improve a website’s search ranking that are carried out on the website, such as making sure your website is responsive or that all of the on-page titles have been given an H1 heading.

Organic search – These are search results that are not paid for but come about as a result of your SEO efforts and content.

PageRank (PR) – This is a link analysis algorithm to determine a web page’s importance, reliability and authority on the web according to Google. You can have individual pages within the same site that have a high or low PageRank – debate still rages about whether PageRank directly affects search engine ranking.

Page speed – This is the speed at which the pages on your website load up and can be fully viewed. A slow site speed could damage your SEO efforts. You can check your website’s page speed by using Google’s PageSpeed Insights Tool.

Page views – The number of views a page has had. If one person visits a page twice, it has had two page views. You can find data about your page views on Google Analytics, as well as other analytics programs.

Panda (Google Panda) – A Google algorithm that was first released in February 2011, and focused on improving rankings of websites providing high quality content, and lowering the rankings of poor websites that provided low quality content.

Penguin (Google Penguin) – A Google algorithm launched in April 2012 that aimed to catch and lower the search rankings of websites using black hat SEO techniques, such as buying links or keyword stuffing.

Pidgeon (Google Pigeon) – Launched in the US in July 2014 and in the UK in December of the same year, this Google algorithm aimed to provide more useful, relevant and accurate local search results, and to improve Google’s distance and location ranking parameters. It was dubbed ‘Google Pigeon’ by Search Engine Land.

PPC – Pay-Per-Click – An advertising model where the advertiser pays for each click on the advert. Google AdWords, for example, uses the PPC model.

Ranking – Where you are showing up in search results. Your rankings can and will change for different keywords, search types, location searches, and according to an individual’s search history but most people are striving hard to appear on page one of Google.

Reciprocal links – When two websites agree to link to each other. Done correctly, the websites will link to each other because website A provides useful content for readers of website B, and vice versa. Reciprocal links can work well when two companies share the same audience and can genuinely add value by introducing their content to the other business. Be wary of featuring excessive reciprocal links, especially if they hold no value for your customers, as it could land you with a penalty.

Referrer spam – When spam bots ‘visit’ your website, skewing your analytics data to make it look like you’ve had more website visitors than you have.

Responsive – A responsive website is one that will adjust its design and content to be viewable on any size screen. For website owners, this means you only need one version of your website, rather than a dedicated mobile-version in addition to your normal site. For visitors, it provides a consistent experience however a website is viewed.

Rich snippets – Extra information that appears in a search result, such as star ratings, price range, and time required to complete a recipe, and so on.

Robots.txt – A small text file placed in the root of a website to tell search engine spiders which parts of a site can and cannot be crawled. If you have private or sensitive data on your website that you do not wish to be found through search, you should make use of robots.txt.

ROI – Return On Investment – The financial return, or benefit, you will get as a result of spending money on your business – for example, you might look at the ROI of an ad campaign or featuring a dedicated landing page for a service.

RSS feed – Really Simple Syndication – If an RSS feed is set up on your blog, new posts will be sent to anyone who subscribes to your RSS feed. You can choose the send the entire post, or just a snippet of it.

Schema markup – Code you can put in your website to give search engines more information about you, and give users better and more relevant results. There’s some useful information on Schema markup over on the KISSMetrics blog.

SEO – Search Engine Optimisation – On- and off-page techniques used to improve a website’s visibility in search results.

SERP – Search Engine Results Page – The pages that show a list of search results.

Short-tail keywords – Also known as ‘broad match’, these are key phrases that typically contain just one or two words. ‘Blue shirt’ is an example of a short-tail keyword; when we compare it to our long-tail key phrase example from part one of this guide – ‘boys blue shirt age 10’ – we can see that short-tail keywords are far broader and likely to return far more results, many of which won’t be relevant to the user.

Site map – A list of pages on a website that people and search engine crawlers can get to. An XML sitemap makes it easier for search engine bots to crawl your website, while a HTML sitemap can make it easier for users to find their way around your website.

Spiders – A program used by search engines to crawl web pages.

Traffic – The number of visitors who come to your traffic and how they move through your website.

Unique visitor – The number of individuals who have visited your website.

URL – Uniform Resource Location – The address of a web page.

White hat SEO – SEO practices which comply with search engine guidelines, and do not attempt to trick them into giving a website a higher search ranking than it deserves.

We hope you’ve found our two-part SEO jargon buster series helpful. If you missed part one, you can find it on the Grafixbiz blog here. If there’s anything you’ve missed or you want to discuss how SEO can be incorporated into your website, please do get in touch.

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