June 19, 2018 | Lauren Nettles

SEO Terms to Improve Your Web Literacy - Part 2

Welcome back! It's time to finish up our list of common SEO, PPC, and digital-marketing-world-related terms that can help you better understand exactly what's going on with your campaigns. If you haven't checked out Part 1 yet, I recommend you do so you can put even more terms in your brain.

I also recommend a cup of coffee and a notepad, unless you're one of those morning people I keep hearing about, and you have a photographic memory.

Let's get going!

Ms. Frizzle waving from the Magic School BusIt's gonna be a wild ride!


Latent Semantic Indexing happens when search engines index commonly associated groups of words from a document. Since not all searches usually involve just one specific word, search engines will analyze the content of a page and search for the groups of associated words. It supports your main keyword and helps boost your ranking on the SERP. 


Unlike it's more controversial counterpart, click bait, link bait isn't such a bad thing. Basically, link bait is just an incredibly shareable piece of content (audio, video, images, graphics, content, whatever) that people will want to share and therefore link to you. By creating good content that people want to link to, you'll be working on the next term below. 


Getting more inbound links to your website is called link building. It improves your position in search rankings and can be gained both by people organically linking to your content and by talking directly to other content creators. Guest blogging or having a product featured in someone else's blog is a great link builder. 

A group of web sites that help "grow" each other's link building by all linking to each other, improving their search rankings. 

This is considered a black hat SEO technique which is highly frowned upon. Build your links honestly. A link farm isn't going to be any help to your customers, after all. 


Link juice is just another, more casual phrase for trust, authority, or page rank.

Ross from TV show Friends yelling "People need juice!"Websites need juice too!


Consists of creating or optimizing business listings on the sites, apps, and directories that factor most into local search engine results. Includes finding, claiming, verifying, or resolving any duplicate listings.

Read More: "Check Your Local Business Listings"


A longer, more specific keyword. Usually, someone typing in a long-tail search is hunting for something specific. For example, someone looking to adopt a dog is probably not going to type in the keyword "dog." Instead, they'd type in "dog adoption near me" or "dog adoption in Knoxville." Nowadays, most searches are long tail.


At its most straightforward (and somewhat vague), metadata is data about data. In this specific context, metadata describes individual pages to search engines so they can be more helpful and accurate in future searches. 

A meta description is the short description that normally populates on the SERP below the page title. It serves as a sample of the content on the page. 

According to Moz, the ideal length of a meta description is 50–300 characters, but remember that this will vary depending on how much you need to say. 

A nofollow command instructs bots to not follow any links on the page. Using a nofollow means links won't pass Google's PageRank, a measurement of link quality, to that or other pages. 

This can be great: Google won't penalize you for linking to a low-quality site or for linking out too much. But unfortunately, that means your link has no value to other sites either, which will make link building complicated.  


Consists of optimizing the elements of a specific page so that it will be rewarded by search engines. These elements include the page title, headings, anchor text, keyword use, image metadata, and more. Not included are SEO tactics that take place at the domain level rather than at the page level. 


Consists of optimizing domain-level SEO elements like domain age, keyword use in the domain itself, country TLD extension, and frequency of page updates. Not included are off-site SEO tactics like link building. 


When someone visits a search site like Bing or Google, types in what they're looking for, and hits search, they've done an organic search. Organic search results are what appear on the SERP from that search. 

Outbound links take you somewhere other than the web domain you're already on. 

The Google algorithm assigns a PageRank value between 0 and 1 that quantifies the number and quality of the links to your page. It's a way of measuring the importance of pages. The closer to 1, the better!

To get a little more complex, PageRank is a probability. So, if you have a PageRank of 0.7, there is a 70% chance that someone clicking on a random link will be directed to that page. 


A page view happens when a user visits a web page one time. Page views can be difficult to measure accurately, as it can be hard to tell if humans or bots are visiting the page.

Dog typing on computerIt could be this dog, for all you know. 

Like Pay Per Click, Pay Per Action is a type of paid advertising campaign. However, with PPA, publishers get paid only when click throughs result in a conversion. 

To borrow from Emily's excellent blog post linked below, "pay per click (PPC) refers to a type of advertising in which the advertiser pays for each click on one of their ads. This can sometimes be a fixed amount of money per click, but more often it takes the form of a fixed daily budget, with the value of each click fluctuating based on factors like competition and search volume."

Read More: "What's the Difference Between PPC and CPC?"


QS is how Google rates both the quality and relevance of your organic keywords and PPC campaigns. Then, it's used to determine your CPC and then multiplied by your max bid, which will determine your rank in the ad auction process. 

RSS stands for “really simple syndication.” Many blog readers will subscribe to sites like yours via an RSS feed, which will alter them when new content is posted. 

Sometimes you need to move blog posts, pages, or entire sites to a new URL. The old post or page or site will need to redirect to the new location so old links won't just lead your customers to nothing. 


Google's method of reporting visits to your site from sources outside of its search engine is called referral traffic. If someone clicks on a hyperlink to your site from a different website, Analytics will track the click as a referral. 

Real-time bidding is essentially an instantaneous online auction where digital advertising is bought and sold on a per-impression basis. 

Read More: "Everything You Need to Know About Real-Time Bidding for Display Ads"

Search Engine Marketing encompasses all the activities you might take to give your site maximum exposure on SERPs. Researching, submitting, and positioning a site, paid listings and anything that increases exposure and traffic to your site are examples of SEM. 


If you're on part 2 of this blog, you probably know what SEO is already. But just in case, SEO is the process of optimizing your site using many of the terms we've already defined to earn a high rank in search results and increase your site traffic and conversions. 


This is the page that pops up after you've hit "search" on whatever you're searching for on Google, Bing, or another search engine. 


A single page or group of pages which links to every other page on the website that users can access. A good site map will improve UI by letting users see the way the site is laid out. An XML sitemap also helps search engine spiders find all the pages on a site. 


This one is fairly self explanatory - it's simply the amount of time that a user spends on your page. Generally, it can be counted as an indication of relevance to their search and quality. 


The title tag is what you'll see up on the tab in your browser. For this blog, it's "SEO Terms to Improve Your Web Literacy - Part 2." It's important to include keywords in your title tag so search engines know what your page is about. 

A TLD is what comes at the very end of a domain name. Some popular ones are .com, .org, .net, or .edu. There are also country-specific TLDs, such as .fr, .uk, or .ca. While country-specific TLDs can help your rankings in that specific country, it can be harder to rank for searches outside of the country. 


User flow is the path taken on a website or app to complete a task. User flow takes them from their entry point of the website towards whatever a final action is on your website - signing up for a consultation or purchasing a product, for example. 

Using a tool like Hotjar to follow how your users move through your website can provide a ton of insight into the behavior of your customers and how you can adjust the site to suit their needs (and get more conversions). 


UI, at the most basic level, is what users interact with on your website. Screens, pages, buttons, icons, etc. are all a part of UI. 

Yep, that's what URL stands for! Each page on your site has a separate URL. That way, you can link to very specific pages on your website without having to vaguely direct people to click around until they find what they need. 

UI and UX often get mixed up. This is understandable, as they both have to do with how a person interacts with a website. UX, however, refers to the internal processes that happen after someone has interacted with a UI element. For example, once someone has clicked a button on your site (interacted with UI), the button will take the user where they want to go. The button going to the correct place and the site being structured in such a way that the button was easy to find and click fall under UX. 

Say thank you to your designer and web developer for all the thought and execution that goes into good UI and UX! 

Black Hat SEO's kinder, more helpful, and better-looking sibling. While Black Hat is only there to hurt your site's reputation, White Hat SEO techniques follow best practice guidelines, don't manipulate search engines or users, and are great for your site. 


And there you have it! While there are certainly more terms related to SEO and digital marketing out there in the world, this two-part series has equipped you with a good bit of knowledge to voice your opinion with confidence in the next meeting. 

Get free help from a real SEO expert. Click to request an SEO assessment.

Lauren Nettles

Lauren Nettles

As VIEO's content marketing strategist, Lauren Nettles creates content strategy for VIEO and our clients. She works with the content team to create, document, and revise creative content strategies that help clients and customers better understand each other.

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