A form of microdata which, once added to a webpage, creates an enhanced description (commonly known as a rich snippet), which appears in search results.


A technique used to copy website content or information using a computer program or script. Search engines, such as Google, scrape data in order to build a searchable index of websites.

Also known as: Web scraping.

Search Engine

A computer program that enables users to enter a query in order to retrieve information (e.g., files, websites, webpages) from that program’s index (i.e., a web search engine, such as Google, indexes websites, webpages, and files found on the World Wide Web). A search index is built and updated using a crawler, with items being analyzed and ranked by a series of algorithms.

Ex.: Baidu, Bing, DuckDuckGo, Google, Yahoo, Yandex

Search Engine Optimization (SEO)

The process of optimizing a website – as well as all the content on that website – so it will appear in prominent positions in the organic results of search engines. SEO requires an understanding of how search engines work, what people search for (i.e., keywords and keyphrases), and why people search (intent). Successful SEO makes a site appealing to users and search engines. It is a combination of technical (on-page SEO) and marketing (off-page SEO).

See: On-Page SEO, Off-Page SEO

Search Console

Google Search Console (previously Google Webmaster Tools) is the search engine’s main webmaster portal. Search Console allows users to register websites with Google, adjust settings, submit sitemaps, and use a variety of site maintenance related tools such as Fetch as Google.

Search engine friendly (SEF) URLs

URLs which are seen as friendly to search engines – specifically looking at the characters and symbols that come after the domain name. Namely URLs which have characteristics such as being clean of unnecessary information and descriptive as to topic of the page.

Search operators

Using search operators it is possible to possible to refine search results and access other search engine features. Operators include words such as site:, cache: and info:, as well as punctuation such as the minus symbol (-). The official list of Google search operators can be found here.

Search visibility

How visible a website is in the search engine results for different keywords. A website with a high search visibility can be found in high positions for multiple keywords and queries.

SEO (Search Engine Optimisation)

Search Engine Optimisation, usually referred to by the acronym SEO, is the process of using optimisation techniques to help a website or resource to rank properly in search engines, with the ultimate aim of delivering an increased amount of organic traffic, leads and customers.

Search Engine Results Page (SERP)

The page search engines display to users after conducting a search. Typically, search engines show about 10 organic search results, sorted by relevance. Depending on the query, other search features may be shown, including:

  • AdWords Ads (above and below the organic search results)
  • Featured snippets (a.k.a., Position Zero)
  • Images
  • Knowledge panels
  • Local Pack (with map)
  • News
  • Related questions
  • Related searches
  • Shopping results
  • Sitelinks
  • Tweets
  • Videos

Also known as: SERPs, when referring to multiple search engine results pages.

Search History

Search engines track every search users conduct (text and voice), every webpage visited, and every ad clicked on. Search engines may use this data to personalize the results for signed in users.

Also known as: Web Browsing History.

Share of Voice

How many impressions a brand receives in the SERPs for search terms when compared to the total impressions that the brand’s competitors receive for those same search terms.


Up to six algorithmically-chosen links that appear below the listing for the same website of a top-ranked organic search result. Pages can be blocked from appearing as sitelinks within the Search Console or Bing Webmaster Tools.

Also known as: Deep Links (Bing).


A sitemap allows webmasters to submit to search engines a list of crawlable resources for indexing.

Static / HTML Sitemap

A static or HTML sitemap, is a user view-able HTML sitemap that links to resources that can be viewed by users and also crawled by a search engine for indexing.

Social Media

Platforms (websites and apps) where users can interact with each other, as well as create, share, and consume content.

Social Signal

Any factors that demonstrate authority and influence on popular social networking websites. For example, the social authority of a user on Twitter.

Although many correlation studies have indicated that socials signals impact rankings (e.g., number of Likes/shares a piece of content receives), Google has publicly stated that social signals are not a direct ranking factor. Popular sites that have a lot of social media engagement tend to rank well for other reasons.


it refers to SEO manipulation techniques that are used to increase search engineranking, but violate the search engine's Terms of Service. 


Crawler or a Bot

Split Testing

A controlled experiment used to compare at least two webpages to measure the effects of a different variable on conversions. After the pages are shown for a long enough period of time to site visitors to gather an adequate amount of performance data, a “winner” can be declared.

Also known as: A/B Testing.

SSL Certificate

A digital certificate used for website identity authentication and to encrypt information sent to the server using Secure Sockets Layer technology.

Structured data

Using structured data markup it is possible to annotate content so that it can be understood by Google and other web applications. With structured data it is possible to get rich snippet results in Google for your web pages, and for the data to be included in the Knowledge Graph.

Stop Word

A frequently used word. For example: a, at, for, is, of, on, the. Search engines have, in the past, ignored these words to save time/resources when indexing. Search engines have evolved greatly since the early days, and stop words sometimes are meaningful, so this isn’t something to worry much about for SEO purposes.


A subdomain is a domain that is part of the main domain. The For example asubdomain.example.com and anothersubdomain.example.com are a both subdomains of example.com.

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