Above the fold

Above the fold refers to the upper area of a webpage that is visible without a user having to scroll down.

Accelerated Mobile Pages (AMP)

The Accelerated Mobile Pages Project is a Google initiative to build fast loading pages for mobile users. So called ‘AMP‘ pages are designed to load quickly, whilst still including rich content such as videos, animations and ads. The pages are powered by the AMP HTML framework.


Google AdWords is Google’s Pay Per Click online marketing platform, first launched in the year 2000. Users can buy advertising across the Google network of web properties and also on other third party websites via the Google Display Network.


Founded in 2011 by Dmitry Gerasimenko, Ahrefs is an SaaS SEO platform most popular for its backlink discovery tool Site Explorer.


Asynchronous JavaScript and XML is a type of programming that allows a webpage to send and receive information from a server to change that page dynamically without reloading.


Algorithm, sometimes shortened to ‘algo’, refers to a set of rules that a computer program, or in this case a search engine, uses to make calculations or fulfill a task. It is most frequently used in relation to Google’s algorithms. The PageRank algorithm is one of the most famous examples of a Google algorithm.

Algorithm Change

Some algorithmic changes go completely unnoticed. However, the impact of a major algorithmic change can usually be seen quite quickly, though the change sometimes takes a few weeks to completely roll out. Algorithmic changes come in three forms:

  • Algorithm Update: The search engine changes certain signals of an existing algorithm.
  • Algorithm Refresh: The search engine re-runs an existing algorithm using the exact same signals as last time.
  • New Algorithm: The search engine adds a new algorithm to improve search quality. For example: Google Panda, Google Penguin


Alphabet – full name: Alphabet Inc. – is Google’s new holding company as of August 2015. Based in California, the company has Google’s co-founders Larry Page as CEO and Sergey Brin as President. The largest subsidary of Alphabet is Google Inc., and is also the parent company of other ventures including Google Capital, X, Calico, GV, Google Fiber, Jigsaw, Nest Labs, Sidewalk Labs, and Verily.

Alt text

Alt text (alternative text) is a word or phrase that can be added to an image element in HTML, used to describe the image to users and search engines. Eg: <img src="/dictionary.jpg" alt="Dictionary with red cover" />


The science of collecting, analyzing, and interpreting data to take future action based on what has (or hasn’t) worked historically.

Also see: Google Analytics

Anchor text

Anchor text refers to the words or phrase used in the text of a link. The anchor text is found inside the <a> tag in HTML. Eg: <a href="http://www.domain.com/">This is the anchor text</a>

Artificial Intelligence (AI)

The science of making computers perform tasks that require human intelligence. Rather than following a set of programmed rules (like an algorithm), an AI computer system is basically a digital brain that learns. AI can also make and carry out decisions without human intervention.


Authority in terms of SEO refers to the authority of a website, which is measured by a variety of metrics and different services. A website that has attributes such as good rankings, strong backlinksand popularity, would be considered to have a high authority.

Authority site

An authority site is a particularly high quality website. An authority site could technically be a commercial website that is the authority on a topic, though for many SEOs in certain contexts (ie for the purposes of writing an article) an authority site is generally considered to be either governmental, an association, or otherwise neutral from a commercial perspective.

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